Unlock the Power of Publicity: A Comprehensive Guide to Press Releases and How to Use Them to Boost Your Business

A press release is a written document prepared for the media (also called the press) to publish newsworthy news. Press releases are usually 1-3 pages and are distributed to the media. Reporters and editors use the information contained in a press release in an upcoming television or radio program, in a newspaper or magazine, or on a media website.

When will a press release be issued?

A press release may be required in the following situations, for example:

• Company Announcements: Reorganization, expansion, relocation, new store opening, strategic partnership, joining of new investors or financial backers are all worthy of a press release.
• product announcement: Press releases can be issued for new products, improved products, new brands, new retail channels, etc.
• Initiative Announcement: New internal or external projects that impact the company community are suitable for press releases.
• Employee Announcements: New employee onboarding and promotions deserve a press release.
• honor or award: A press release can be issued for an award or special recognition for a company, product, project or employee.
• Research results: Publish business-related survey or research results.

Before preparing a press release, the key question is: “Who cares about this information?” As long as there are people who are going to the media for information, your press release is on the right track.

On the other hand, if only your family, friends, or even employees will be interested in the information, you don’t actually need to issue a public press release.

Press release format

To make it clear to those in the press (i.e., reporters, writers, and editors) that the information you are providing is a press release for their use and not an advertisement or letter to the editor, send it in press release format.

Here are some key characteristics of a press release:

• In the upper right or upper left corner of the release, there should be the words “Media Contact,” followed by the name, phone number, and email address of a contact person who reporters can contact if they have follow-up questions.

• Below the press release, on the left side, should include the date the information will be made public. If it is for immediate release, indicate “immediate release.” If it cannot be made public until a certain date in the future, indicate “No release until[specific date]”.

• In the center or left side of the release, write a headline that summarizes the information in the release. For example, “Jones was promoted to COO” or “Whoseewhatsit was named Toy of the Year.”

• Some press releases use a subtitle on the next line to provide more detail, but this is not required.

• On the next line, the first line of your press release, indicate your city and province (in all caps), and the date of your announcement. For example, “Beijing – January 21, 2023.” Then start writing your announcement.

• Write in an inverted pyramid style, placing the most important information in the first sentence, the less important information in the second sentence, and so on. This way, if an editor needs to cut material from the bottom, at least the most important details are ensured.

• Double space between paragraphs.

• End with “###” at the bottom center of the press release.

To whom to send

Sending your press release to the news outlets most likely to be interested in your content is the next piece of the puzzle.

So, who might care about your news?

• your local business community

• your customers

• your potential customers

• Internet celebrities, they will introduce business to you

• Potential business partners

• your supplier

• Other companies in the industry

• Thought leaders in your field

Make a list of news outlets that might use the information you share and send them the press release. Email is a good option.

A well-written, properly formatted press release sent to the right reporter can generate thousands or even tens of thousands of dollars worth of free publicity.

What is a Press Release – Frequently Asked Questions

What is the purpose of a press release?

The purpose of a press release is to share newsworthy information with the media or the public. It is a way of promoting a product, service, event or announcement to the media in a clear, concise and effective manner. Press releases can help spread the word, increase brand awareness, and increase market exposure.

What are the seven parts of a press release?

• Headline: A concise summary of the main news.

• Dateline: Include city of publication and date of publication.

• Lead: A short sentence that summarizes the main news.

• Body: The main text of the press release to provide more detailed information.

• Company Profile: A brief company profile or background information.

• Contact information: name, phone number, and email address of the contact person.

• Media Kit: A set of supporting materials such as photos, videos and brochures.