6 Different Types of Press Release and How They Work
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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 the 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 another 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 copywritersto 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 of 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.
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:
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.