Press Releases


The press release is still as relevant and powerful in this age of social media as it was when we only relied on the traditional media to get information.

Among other essential qualities, a killer press release must be punchy and compelling and provide important and newsy details about your product release, event announcement, or other information about your business or organisation that may be of interest to the journalist or the public.

But what’s the ideal length of a press release? And what kind of information should you include? Here are 35 powerful tips to help you get started:

  1. Make sure your story is newsworthy

Before you even try to write a press release, ask yourself what are the kinds of stories you like to read, watch and listen to in the media. Generally, people are interested in stories that stir their curiosity, about things they haven’t heard before, or that surprises them, or that could help solve their problem.

So, do you think your story is newsworthy? Here are elements in your story to help you determine that:

  • Is there anything “new” in the story?
  • Is there anything unusual or unexpected about it?
  • Outside of the company or organisation, would the story be of interest to others?
  • Will anyone really care?

 

The last point sound especially harsh, but is probably the most important factor to consider when writing a press release. Your company’s product launch or upcoming event may excite you, but does it interest anyone else? If you’re not absolutely sure about that, put a hold on the story until you’ve got a better one.

  1. Craft a hook

Recall that time when you had a song stuck in your head and you just can’t shake a chorus or beat in it? That’s how a great hook feels.

Just as in pop music, a great hook is central to writing a killer press release. A great hook will help you tell a remarkable story. It will engage the curiosity of your readers and move them to want to find out more.

But how do you find an interesting hook to your story?

Do a research on other press releases and blog posts by your competitors that got significant press coverage. Study the hooks in the story that caught the interest of the media and the public, and utilize those successes as a guideline to craft your own killer press release.

Also, remember to keep an eye on the content type and style your audience is reacting to and/or sharing.

  1. Be different

You must be aware that journalists are swamped with press releases from different companies and organisations who want media coverage for their event or new product. Except your company is an Apple, Google or Microsoft, journalists will always be choosy about which press release to publish.

To get noticed, you have to be different with a good story angle that’s relevant and topical. Anything else would look like a distraction to the journalist.

  1. Write a killer headline

The headline is the first thing that is scanned; and so is your first opportunity to catch interest. Most journalists’ emails boxes are bulging with emails every day, so a good idea to get quickly noticed is to label your press release email appropriately with a “press release” or “story idea” tag. Your subject line must also be striking.

But don’t embellish an empty story or try to be clever. A trained journalist will see through the chaff in seconds and will ignore your email if he doesn’t understand it or find anything interesting about it.

  1. Be concise

If you are able to grab a journalist’s attention with a striking headline, he’ll move on to the first paragraph to get more convinced. You’ll only get a journalist to read entire content and likely use your story if it scales this hurdle.

Journalists don’t have a lot of time, and make quick decisions about the newsworthiness of a story based on the headlines and the first paragraph. He is trained to quickly scan for the what, who, where, when, why and how in a potential story. Therefore, as much as you can, briefly provide the answers to these questions in your first paragraph. You can then give details in the body of the story.

  1. Keep it short & simple

Don’t forget the KISS (keep it short & simple) principle always works and sustains the reader’s interest. Don’t waffle. Use bullet points where necessary to summarise factual information or statistics without taking up valuable space.

  1. Ensure your story relevant and current

Make sure the content of your press release is in the area of interest of the journalist. Do your research on the previous stories and blogs published by the journalist, and ask yourself if your press release will fit in and interest the readers. Ask yourself too if your story is relevant and current.

  1. Break your news up

At no time in history has the reader’s attention span been as short as in this social media age. The average news reader doesn’t have so much time on his hand and has so much information to digest.

So, make it easy for him to scan and grab the juice of the story as quickly as possible. Don’t make your story a monotonous whole. Break it up and make it breath with punchy and direct sub-headers, bullet points, big data et cetera.

  1. Keep your goal in mind

Remember the press release is targeted at your primary audience or product consumer; and not crafted to make the company CEO or VPs happy. Go straight for the major issues and leave out unnecessary details about the business or agency that no reporter or reading public is actually interested in.

Your goal with every press release is to whet the reporter’s appetite that he’ll want to immediately call back for more information and can’t wait to publish the full story.

  1. Make it grammatically flawless

Make your story read compellingly and flawlessly before sending it out. Proofread well and make sure there are no grammatically mistakes that’ll keep a journalist from taking you seriously.

  1. Include hard facts and figures

It’s great to make your story read flawlessly and in an engaging way. But never lose sight of the fact that a press release is essentially a tool to inform the public about an important event or product news from your company and put the organisation in a good light.

So, don’t just give a creative, colourful narrative; add hard facts and figures to quantify your arguments or emphasize the points you’ve made in the story.

  1. Include quotes whenever possible

Quotes are essential in press release to add an element of order and authenticity.

  1. Aim for one page— plus half page at the maximum

Good writing eliminates waffles and is no shorter than it should be. In fact, the more concise the story is, the better. An ideal press release should be confined to a single page, maybe slightly spilled over to the next page. But don’t make it longer than a page and half.

Knowing that you have limited space to write your story with facts and a persuasive quality should help you create a punchy, newsy press release that journalists love.

  1. Avoid jargon and buzzwords

Press releases are different from internal memos and company newsletters in which you could get away with technical buzzwords and industry jargon.

While members of your professional group or company staff may understand what you mean or are getting at, jargon and buzzwords may confuse the reading public and make them lose interest in your message. Where necessary, replace with simple, more relatable terms for the public.

  1. Avoid acronyms

Acronyms and abbreviations are another way to jargonize your content, because you assume the target audience knows what the shortened terms mean. Sometimes, people just use them so they can come off as technically sound and clever, without realising they’re actually communicating the opposite.

  1. Tell a story

Your press release should tell a story. That’s what people want to hear – a story that affects them and promise a solution to their problems.

  1. Create an argument

If you can’t tell an interesting story, at least create a compelling argument in your press release. Using the Pyramid principle of storytelling, state a problem that the readers can relate to, and explain how your company’s product or service can solve it.

  1. Aim for clarity

Is your story plain and lucid with all the important facts, figures and information? Here’s a good way to check. Give your completed press release to someone who doesn’t work at your company to read without giving the person a hint about what the story is about. Then ask the person what he thinks the story is about. That will give you a clue about whether your story has clarity or needs a little rework.

  1. Don’t try to be too smart

You could instantly put off readers straight from the headline if you try to sound too clever with it. If you’re in doubt, tone it down a little bit.

  1. Create a sense of place

A good press release should not just provide information on “what,” “who,” “when” and “how” of the story. It should also tell “where.” Give the readers a sense of a real place where the story happened to ground it and add credibility. And the story doesn’t always have to take place in a corporate setting.

  1. Let the news reveal personality

Just as giving the readers a clear sense of “where” in the story make sure to also make sure the answers to the “who,” as well as other key elements in the story, are unambiguous. Capturing a sense of real people gives the story more credibility and authenticity.

Let your press release reveal specific personalities in the story and tell the reader who the actors are, what they are like, how they talk, and so forth – in as few words as you can. Just doing this can help animate your whole press release.

  1. Express your client’s tone of voice

Your client should have an identifiable, likable voice in the market. Make sure it comes through in the story or create one, if they don’t have.

  1. Use everyday words and phrases

Write like you would speak or explain to an intelligent friend. Avoid tedious, formal, corporate-speak that sounds like a legal document or an insurance contract.

  1. Be direct

The active voice is always punchier and more direct when communicating a message.

  1. Box out the key points

More than 50% of your target readers will ignore your press release. Improve your chances of being read by boxing out the key ideas in short bullet points.

  1. Don’t go round in circles

Avoid over-qualifying sentences and beating around the bush. Be concise. Be more assertive.

  1. Don’t make up quotes

Some readers can see through it and it could make your story look turgid and lose credibility.

  1. Avoid quoting the usual suspects

It is vital that the quote is by someone that is central to the product or event in the story, and this doesn’t always have to be the usual suspects ––the VPs and the CEOs.

  1. Use real interviews

Real interviews with key people is one of the most important elements to give the story more authenticity.

  1. Don’t sound sales-y

Aim at getting your story out there; and cut out words that may sound sales-y or like an advertisement.

  1. Provide resources

Add videos, photos, links and other important resources a reporter may need for further information to fully report the news.

  1. Include your contact information

Make sure to provide a contact person with an email and phone that can provide any important details for the reporter when contacted.

  1. Round off with bang

Put in the same level of creativity and thought into your last sentence as you did in crafting a killer headline and a compelling first few paragraphs.

  1. Use a spell checker

It’s human to sometimes make mistakes. Use spell checkers to correct typos.

  1. Check facts

You certainly don’t want to see misspelling errors in names and titles in your published press release. So, check and check again.

A well written constructed press release can be an effective public relations tool and help a business or organization tell a story, report new, or help a cause.  To get the right and good press coverage for your company or agency, an effective press release writing skill is a must. If you need professional copywriters for you, then get sign up for an account today here.

 

The word ‘press release’ often suggests images of politicians, or celebrities or corporate CEOs addressing a group of journalists about some concerning issue. But a press conference is only the face-to-face communication part of it.

Press releases also take form of a written communication, which is the focus of this article. If you run a business or manage a brand, it is not always necessary to organise a press briefing with journalists and members of the public. It is more cost-effective and time-saving to simply hand out a press release to a news site or a credible blogger.

If you are new to the process, don’t worry, you should be able to recognise different types of press releases by the time you finish reading this post.

What is a press release?

A press release is a written report that communicates a detailed but brief information about a circumstance, event or other occurrence. It is usually connected to an organisation or a business, and it is given to the media through various means.

However, that does not mean the media will immediately accept the press release and run it. This will depend on other factors such as whether it is a topic that interests their listeners or readers, or if it is something the benefits the public in some way.

If you are fortunate, other bloggers and social media influencers may pick your press release and share it. This promotion can garner widespread awareness for your brand and the message within.

Who writes a press release?

Whether it is for a business or an individual, a press release must be written by a professional. Some large businesses may have an in-house communications or PR team that writes press releases, and supervises what content gets out to the public.

Other businesses may be too specialised to have a separate PR department. Instead, they outsource it to professional copywriters to handle. The advantage of this is that they release high-quality content, and have enough time to focus on their day-to-day activities.

Some press releases may be accessible for “instant release.” This means the information is available for anyone to share as soon as it is publicized. Conversely, some press releases may be time-specific, which means the information is only availed to a limited number of media outlets to report immediately. At a late time, the information is then released to other websites, news services and blog owners.

The purpose of a press release

As a business owner or brand manager, it is important to know the objective behind your press release. There is a difference between “news release” and “press release”. However, since the advent of internet media services and media professionals, this differentiation has become more complicated to understand.

The goal of any press release is to promote something specific and important to an organisation. It might be to create awareness for an event or start conversations about a topic. We will discuss more about the purpose under the different types of press releases.

6 Types of press releases

If you run a business, you want the world to know what services you provide, or the products you offer. A press release is an unpaid way to promote your message. Unlike other traditional advertising techniques, it is free. But before you write a press release, it is important to know what type your business requires.

  1. News press release

A news press release is probably the most common type used by companies and organisations. Its purpose is to inform consumers about a general issue regarding your business. For instance, if you recently organised a fund-raiser for army vets, or received an award for outstanding services, it is newsworthy, and therefore usually written as a news release.

The body of the content typically answers the who, what, when and how of the news that occurred. It is important for the news release to be interesting so that it intrigues your readers. The more intriguing, the more likely they are to visit your website and learn more about your business.

  1. Launch press release

Businesses with a recently opened retail outlet or new service line will want to inform their customers and other members of the public about the launch. A launch press release is ideal for this occasion. The content of this press release will focus on the new chain or service being introduced.

Launches are a big deal, and the way the press release is written will garner the type of attention you want. If it is blandly composed, you will get a bland response. But if it is crafted artfully with the nature of the launch and surrounding activity, the audience will be more interested. It is therefore important to contact a copy agency that specialises in press releases.

  1. Product press release

Apple is a successful luxury brand whose new product launches always garner massive attention globally. Each time there is launch, news media and other press channels are agog with the news. While Apple enjoys a lot of earned media and PR, it still writes press releases.

Apple’s press releases focus on the benefits of the product features, the material, and whether there are upgrades from the previous model. There is also a specific language to connect with its audiences. It is important to consider all these factors before any press release is issued to the public. Most importantly, it should promote the interests of your organisation.

  1. Staff press release

This may not be a common practice among small and medium-sized businesses, but it should be. Your work force is a key part of your business’ operations, so you should proudly announce the hire of new talent. If you have recently employed a top executive, or promoted someone to fill a significant role, run a press release about it.

The body should contain the biographical information of the new hire; their professional background, recent achievements and the new responsibilities they will be assuming. This interaction with your stakeholders is necessary for fostering the company’s corporate culture.

  1. Expert press release

People love to hear when a business has recently added an expert to its team. It indicates a commitment to excellence and serving customers in professional capacity. This release will focus on the expert’s previous workplaces and professional accomplishments. If they have contributed to research or growths related to the industry, it should be stated.

If you are aiming to increase the online authority of your business, this is the press release you should consider. Instead of announcing an expert, focus should be placed on the milestones your business has achieved.

  1. Event press release

When planning an event and you want to promote awareness, an event press release is the type you will consider. The press release will tell the public the 5 Ws of the event; the who, what, where, when and why. It is also important to time its release to allow enough time for people to attend.

Events are a great way to get your business to new customers. Some companies have admitted to gaining more enquiries and a spike in web traffic after an event. Ultimately, the more people who know about the event, the higher the potential new customers.

Benefits of press releases

Now you know what a press release is and the different types, it is good to know how it benefits your business and brand. Press releases deliver excellent results for virtually any business.

When a professional copywriter writes your press releases, you can expect the following benefits:

  • Immediate exposure

As an SMB owner with limited resources, how can you promote awareness of your company without spending a fortune? Because you know that content is king, you should also understand that carefully crafted copy will make your audience intrigued by your brand and willing to learn more.

Each type of press release plays a major role in exposing your business to the right audiences. Whether it is a product launch or a new awarded certification, use it as an opportunity to gain instant exposure in your industry. This is particularly valuable for a startup looking to establish itself in its niche.  

  • Increased sales potential

Besides increasing credibility and keeping your business relevant in the public eye, press releases have the potential to grow your profit margin. When you announce any major event with a good press release, it inspires interest among new customers. The more people, know about your service, the more they visit your site.

With increased traffic and the right engagement strategy, you can guide customers along the sales funnel and get them to convert. However, if you don’t get the press release right in the first place, this will not be possible. Do you see the connection?

  • Augment you marketing campaign

A research conducted by MarketinProfs revealed that 71% of all B2B marketing experts rely on content marketing to produce new sales leads. This is good news for any business owners, but did you know you can boost the results of sales leads by increasing online visibility and generate revenue?

Press release are excellent communication tools to augment your existing strategy. They are not only affordable, but the return on investment is incredible. It makes a valuable addiction to your marketing campaign.

  • Brand your business as an online authority

Press releases are an ideal way to blow your trumpet without sounding like a braggart. In fact, people are more amenable to press releases because of the writing style. It comes off as a news piece and therefore has a higher credibility status than traditional advertising channels.

So, if you have recently achieved a milestone or been awarded a new accreditation, write a beautiful press release about it. With engaging language, let your customers know how good you are. Touch them emotionally with a good PR campaign by branding your business as the answer to their pain points.

  • Increased benefits for SEO

Press releases are published by many online media companies, offering you plenty of opportunities for quality backlinks. Imagine the benefits this will bring to your site’s SEO efforts. The ranking alone can leapfrog other competitors on Google search engines. However, this may not be the case if keywords, proper linking or compelling copy are not considered in the writing.

It is one thing to write a press release that promotes your service, it is another thing to ensure that publication is search engine optimised. Online press releases must contain keyword-rich content and useful backlinks, while promoting the original message for the company.

  • Build a good relationship with journalists

As a company, one group of stakeholders you want to keep close are the journalists. The press is usually a fast way to reach your target audience, and establishing good rapport is a big plus. As you build credibility for your business, people will want to read any information you put out.

Good journalists are picky about the kind of news they publish. If your company is good terms with a major news outlet, it will get favourable attention. Some news sites get up to half a million weekly views. Your business can gain immensely from such awareness.

Distributing your press release

It is not advisable to issue a press release to just any media site. Yes, they may be free, but some bloggers and news outlets have a notorious reputation. You don’t want them to be your first news release. If you are going for credible and professional, TMZ is a big no-no. We advise you to go for smart options.

It is extremely necessary to filter your selection based on credibility, SEO benefits and traffic exposure.

Consider the following:

  • Local press (community your business is based)
  • Specialist press (your industry sector publication)
  • National press
  • Consumer press

Before the final publication, ask to look at the press release to ensure nothing has been changed. Is the photo the one you specified? Are you satisfied with the placement? If you run a professional firm, you don’t want the press release juxtaposed with sensationalist news.

Hire a professional today

If you are looking for professional copywriters to write an excellent press release for your business, get in touch with DailyPosts, or sign up here for an account.

 

 

 

Press conference, Press release

Sometimes journalists, editors, television personalities, and radio DJs may seem like intimidating individuals, especially when you’re approaching them to help you promote your business. When you’re looking for their help you want to do all that you can to build a lasting relationship with one or more media contacts. This is the basis of media relations.

Even if you hire a press release writer to create your promotional content, it’s still up to you forge a good working relationship with the media. The way you interact with the press will determine whether they become your friend or your enemy. If you exhibit poor media relations or a complete lack thereof you run the risk of being simply ignored when you approach a press member with a story idea or press release.

 Using the Press for Promotions

If you achieve your goal and get the press on your side, even if it’s just one journalist, you have the potential for endless free promotion for your company. Once a relationship is established, your media contacts will help you get press releases published, feature your business in articles, and come to you for industry information, like quotes or expert knowledge. In order to get to this point, however, you have to learn how to build a working relationship with various media contacts.

 Building Relationships with the Press

There are specific things you can do to help with cultivating press contacts. First, you’ll want to establish a short list of appropriate media personalities. It’s important to make sure that the media members you contact deal with your specific business or have some experience in writing about your field.

This may mean that you have to stick to trade magazines or specific sections of newspapers. You may also be able to find television or radio personalities that host shows or broadcasts related to your industry. By sticking to these appropriate contacts, you’ll not only save yourself time by limiting who you work with but you’ll also increase your chances of successfully landing some free promotion.

Once you establish a short list of potential contacts, you want to start reaching out and establishing communication. This may seem intimidating, but media relations are just like any other kind of relationship; people tend to talk people they find interesting and enjoy being around.

Approach this new relationship as you would a friendship. Find out about the person you’re looking to talk to. When it comes to journalists or editors, a great trick is to follow their work. By reading their past articles, you’ll see what topics they take an interest in – this will help you target specific press releases or pitches to relevant media personalities. This information can also help you build a more personable bond with the journalist, since they’ll see that you’ve taken an interest in their work.

Once the journalist, or media personality, becomes open to building a business relationship with you, you can use other tricks to form a strong bond. Perhaps you can take them out for drinks or lunch, somewhere light and friendly where you can talk specifics or just get to know each other. Protip: as you talk to this person, try to remember specifics about what they discuss with you.

Remembering that this particular journalist has a child who plays football, for example, is a great way to display that you’re not simply looking for free promotion, but that you actually have an affinity for the person behind the newspaper, too. As you continue to forge your media relations, it’s important to keep in contact with them, whether you have a news story for them or not. This will keep you in their mind and show that you’re not a passing fad.

There is a fine line between keeping in contact and pestering, however. Remember to maintain proper boundaries as you would with any other associate or friend – don’t copy them into the latest hilarious work email, for example!

This will help you get your foot in the door and open up a world of press opportunities. When you do get in touch with a press contact for promotional work, be mindful of what they do. Journalists and print editors have deadlines to adhere to, so it’s important to pitch them a story nice and early to give them time to work on it.

More importantly, don’t contact these people when their deadline is near, as they’ll be too busy to handle your calls and they’ll lose patience with you. If a media contact does pick up on your story or press release and they subsequently contact you, make sure you accommodate them. Never turn down an interview, provide the contact with as much information as you can: pictures, client contact information, and whatever else is needed. It’s also essential to follow up with your contact after the story runs.

This will maintain your relationship and show the contact that you weren’t just using them for a one-time promotion. Once the relationship is well established, your contact will most likely contact you for information for stories, quotes and industry information.

Press Release from Daily Posts

It Starts with a Press Release…

Press releases are often short and simple – but when done right, they can have power that lasts a long time, long after people have forgotten about the press release itself. A good press release will mean that the general public now has a new interest in a certain company, product, or person.

But it’s a tightrope; a release can either do a stand-up job and entice a whole new demographic of potential readers and customers… Or it can do the exact opposite and dissuade newcomers.

A successful press release is the start of something big – a new way of thinking, a new desire, a new piece of information for the reader. The importance of having this at the forefront of your company’s advertising cannot be overstated.

The Questions Everyone Wants to Know

But how does all of this happen? How do some press releases become so amazingly successful and help their particular brand become a global talking point? It all comes down to the way they’re written and what is written.

So what exactly does a successful press release look like? How is it written, and what features does it have that makes it stand out? Here, we will look at five successful press releases to try to figure out the answers to these very questions.

A First Press Release

Google is a word, and a company, known all over the world. What began as a humble search engine has turned into a global powerhouse, with its fingers in a lot of pies, many of which are used by millions of people on a daily basis.

So what was Google’s first press release like? The company’s debut release was written in 1999, and it centred on the fact that they had just received $25 million to help fund future projects.

What stands out about this press release? What makes it successful?

Well, it immediately creates a great perception of the company – reading the press release gives you a feeling that this company is unique and important, that it has big things on the horizon. Why else would it have just received $25 million in funding and, importantly, why else would you even be hearing about it in the first place?

Breaking it Down – The Words and The Numbers

Throughout the press release, several paragraphs are dedicated to informing the reader of Google’s search engine technology. Another paragraph is focused upon a big name employee, who is set to join the company and take it to greater heights. Quotes are used to increase readers’ confidence in the company, that it deserves this huge investment.

In the end, the reader is left with the desire to use Google when searching the web, instead of whichever search engine they usually resort to. As a result, Google searches began to increase, to the household status that it holds today. The statistics are truly amazing: in 1999, the year of this press release, there were 3.5 million searches each day. By 2012, that number had become 1.2 trillion.

Reporting Revenue

Twitter is another company that is both well-known and widely used. So, let’s take a look at one of the press releases, issued in 2014: it’s simple – a revenue report. Statistics are included both in charts, and in sentence form, but one message is clear; this company is growing.

Bullet points are used to simplify and divide up complex or potentially boring statistics, which highlight different successful company ventures throughout this time period. A quote from the CEO serves to further increase the readers’ interest and confidence confidence in the business.

Indeed, the entire tone of the press release is upbeat and positive, with plenty of statistics to support its happy claims. For example, that revenue has increased by 124% and that there are 24% more active users than its last census.

Reporting a Giveaway

Next up: Facebook. This press release, from 2006, is about a music giveaway that Facebook sponsored. The headline is a key part of what makes this press release so great; right there in the headline, it’s mentioned that $10 million is to be given away.

A short headline, sure, but incredibly eye-catching. Straight away, it establishes that this is a company that is willing to give to others, which is an important aspect of gaining public appreciation – people will leave this release thinking better of the company.

Fewer Words…

Now, let’s move on to something completely different – a press release that doesn’t focus on a company. This release, from 2010, was to inform the world of Prince William’s engagement. The article is short, simply informing the public of the wedding date, and some extraneous information aboutt he engagement itself. However, the release’s brevity actually helps with the impact: it’s simple, straight to the point and doesn’t overcrowd its important news. It lets the facts speak for themselves.

…More Media

Next, and most importantly, is the fact that this press release also includes a video. Including video footage allows the public a feeling of inclusion that words can’t give them. It can increase the public’s interest, allow them to better understand the news and, above all else, provide some visual proof of the press release’s main story.

Brevity and a video; that’s all that was needed to make this a successful press release – the news took off, globally, through thousands of news channels and across social media. Note that included at the bottom of the press release are links to several social media outlets. This prompts readers to basically become the media themselves, by sharing the release with their friends and family without even thinking about it.

Achieving Success

The last press release is from a company with a success too large to really comprehend. Well, perhaps press releases have played some small part in their monolithic success. We are, of course, talking about Apple. The press release in question was used to announce the release of the iPhone 5s.

What makes it so amazing?

How to Write Successfully

For starters, a great heading: the headline doesn’t just announce the new product… it calls it “The Most Forward-Thinking Smartphone in the World”. Bold wording like this is what really sets a successful press release apart from the crowd, and it’s a theme that’s continued throughout the remainder of the article.

This particular release is longer than some of the others we’ve looked at but that serves its particular purposes well. There are a lot of new features to describe, and by going into detail, the press release only serves to add to consumer interest. The last section deals with the price of the phone, the colours, and where it can be bought.

This is all left to the end so that once the public is hooked, and has been informed of all the phone’s fantastic new gimmicks, they can waste no time going out and buying it for themselves.

Differences – and Similarities

Well, there they are: five examples of successful press releases, showing that, with certain simple steps and tricks, a release can have far-reaching effects. There are certain common features between all of these examples – but there are also big differences. In the end, different circumstances call for different methods.

However, something they do have in common is the purpose of communicating a message to the public – whether that means creating intense hype for a certain product or something else entirely.

At Daily Posts we help clients all over the world to write and distribute effective press releases. Contacting the media is easier than you might think. Read on if you are looking to self-promote.
Press releaseOnce you’ve written your press release you may be confused when thinking about the next step, distribution. You will want to reach a wide range of people, including key influencers at media outlets who will hopefully spread your press release further through their channels, but the specifics regarding how you do this may seem a bit of a minefield, and maybe even intimidating if you’re new to the public and media relations world.

Luckily, you have options, including using a professional third-party company that can distribute the press releases for you. Sometimes, if you choose to use a professional press release writer or writing service, they will offer you the option to send out the release for you through their contacts,networks and subscribed PR services.  If you don’t have this option, or if you’ve written the press release in-house, you can distribute the press release yourself more easily than you might think.

What is the Goal of the Press Release?

 Every press release is made for a specific reason and, therefore, has a set goal. Some will promote a service or product, while others will announce a special event or new company hire or initiative. You probably had a very clear topic for your press release before you even began writing, but your promotional goals for your press release are slightly different and determine who you should send it to; what are you saying and who do you want to hear it?

Press releases that are geared toward personal consumers or are specifically written to attract more customers might be distributed differently than press releases targetting corporate clients or those announcing special achievements that only industry professionals or reporters might be interested in. Once you’ve decided on the press release’s subject and what you want it to achieve, you can move on to the next step in the process.

 Choosing an Audience

This is also a step that you probably took before you began writing, but, again, it has to be thought through again when you’re ready to send out your press release. You’ll want to reach the same audience that you had in mind while writing or developing your release. If the release went off track then this is a great opportunity to edit it back to where it should be.

Press releases that are written about new products or services might be geared toward existing and potential customers but they might also be interesting for sponsors and investors to read. Media outlets might want to read them too, especially if it’s an innovative product or service that employs breakthrough technology.

Other press releases might not be for customers at all, but rather for other industry members, and may be about new industry standards recently set forth or about company mergers or acquisitions. Your audience will determine the list of contacts you use during distribution. Think carefully about who they are.

Distributing Press Releases

Once you’ve created your list of people, media outlets, or companies that you want to read your press release it is time to physically send out the press release. You’ll first want to send the release to appropriate media outlets. While you want as many people as possible to read your press release you should choose your recipients wisely. For instance, if you’re a finance business writing about financial topics, you’ll want to target financial editors and journalists, not hard news reporters or entertainment writers.

E-mail is one of the best options for press release distribution; certainly one of the easiest. However, this medium is also an easy way to get your release ignored if you do it wrong. To avoid your release getting deleted, ignored, or marked as spam take a few precautions before sending it.

Firstly, make sure the subject line of the e-mail is attention grabbing. Next, make sure you paste the text of the press release in the body of the e-mail; mail with attachments can get automatically deleted by anti-spam filters that media outlets use to cut down on incoming messages. Make sure you don’t send out several e-mails to the same recipients or same company, as you don’t want to be accused of spamming.

Another common way to send out releases is by fax. Yes, people still use faces. If you have access to a physical fax machine you can choose to fax your release manually. This option, however, will take time, and, if you have to fax to long-distance numbers, extra money in the long run. There are also desktop fax options. This involves software or a third-party company that will send out mass faxes to multiple phone numbers; you simply list the fax numbers as you would e-mail addresses and hit send. You can also use web-based fax systems which will actually schedule a predetermined date and time to send out your press release to a set list of contacts.

Finally, there is the option to mail your press releases through the post. This option, however, will cost you money as you need to pay for the individual postage of each envelope you send. It can be a great way to get attention from busy people in the media though.