Better Press Release Writing for your Business

Press releases can be a great way to gain publicity for your business or organisation, but if you’re unsure how to use them correctly they can negatively impact your brand image. Media and news organisations usually publish press releases exactly as submitted. 

The purpose of a press release is to get attention, make news and generate publicity. You have two main objectives when creating a press release. Firstly, you need to make sure your press release involves essential details about your business and message. Secondly, you need to make sure the document you send to the publisher is easy to read and use. 

Your goal is to make the journalist’s work as easy as possible. The less they have to do to edit and rewrite, the better. 

Creating and publishing press releases are common for companies. At VIMAR, we regularly get asked to complete these for clients. We are a professional digital marketing agency with multiple years experience creating and publishing press releases. However, it can be a problem for those who are less experienced. In this article, we will explain what a press release is, and walk you through the steps required to create a press release.

What is a Press Release?

A press release is a written or recorded communication that is intended for distribution to members of the news media for the purpose of announcing something newsworthy. Press releases are typically used by organisations, including businesses, government agencies, and nonprofits, to announce new products, services, events, or significant company developments, such as mergers, acquisitions, and executive appointments.

Press releases are usually written in a specific format that includes the headline, dateline, lead paragraph, and body. The headline is a brief, attention-grabbing statement that summarises the main news of the release. The dateline includes the city and date the release is issued. The lead paragraph provides a summary of the key information and is intended to hook the reader or viewer. The body of the release provides more detailed information and can include quotes from key stakeholders, statistics, and background information.

Press releases are typically distributed via email or wire services to journalists and news outlets, and can also be posted on a company’s website or social media platforms. They are often used as the basis for news stories and can be used to generate media coverage for an organisation.

Press releases are a great way for organisations to control the message and share important information with media and stakeholders. They are a form of public relations that can be used to shape the public perception of an organisation and to communicate the news that is relevant to the company.

Step-by-Step Guide to Creating a Press Release

When creating a press release, it’s important to begin with why you’re creating a press release. What’s the purpose of your press release? Are you trying to increase brand awareness? Or perhaps you could be trying to increase consultations. 

Creating a press release can be a straightforward process, but it’s important to follow some key steps to ensure that your release is effective and gets the attention of the media and your target audience. 

Here is a step-by-step guide on how to create a press release:

Determine the newsworthiness of your story: Before you start writing, you need to determine whether your story is actually newsworthy. Ask yourself, “Is this something that the media and the public would be interested in?” If the answer is no, it’s unlikely that a press release is the right way to communicate your message.

Identify your target audience:

Knowing your target audience is essential for creating an effective press release. Consider who you want to reach with your release and what information they would be most interested in.

Create a compelling headline:

The headline is the first thing that journalists and readers will see, so it’s important to make it attention-grabbing and informative. Summarise the main news of your release in a few words.

Write a strong lead:

The lead is the opening sentence or paragraph of your release, and it’s important to make it compelling and informative. This is the part of your release that is most likely to be used in a news story, so make sure it’s clear and to the point.

Include key details:

In the body of your release, provide more information about your story, including key details, statistics, and quotes from key stakeholders. Make sure the information is accurate, relevant and that you’ve included all the important information.

Include a call to action:

Include a call to action in your release, such as “For more information, visit our website” or “To schedule an interview, contact [Name] at [Phone Number]”.

Include contact information:

Include your contact information at the bottom of the release, including your name, title, phone number, and email address.

Proofread and edit:

Before you send out your release, proofread it for errors and make sure it is clear and easy to understand.

Distribute your release:

Once your press release is ready, distribute it to your target media outlets, either via email or wire service.

Follow up:

After you’ve distributed your release, follow up with the media to make sure they received it and to answer any additional questions they may have.

Creating a press release can take some effort, but by following these steps, you can create a release that is effective.

VIMAR Digital Marketing

We are a creative digital marketing agency with true passion and experience. Our goal is to help you grow your business and brand through the power of digital marketing.

All our efforts are focused on increasing our customers’ sales and promoting their brand. We do this by improving website design and search engine visibility, generating interest on social media and implementing cutting edge marketing strategies.

VIMAR is a digital marketing agency based in Portlaoise, Co. Laois. We are a team of experienced and professional marketers.

If you would like to learn more about digital marketing and how it could help transform your business, you can book a free consultation call with our team today.