How to Write and Promote a Press Release
A press release is defined as a short, compelling form of written communication that briefly provides specific newsworthy information about your business. This could include new hires, executive promotions, or new business and product launches.
At its core, a press release is a marketing tool for your business. Once released to the media, it’s up to journalists to pick up releases and report on them, and you can push press releases through social media or other marketing channels.
Writing a press release, however, can be challenging. You have little space, so it’s essential to be concise and direct. Depending on how it’s written and who it’s sent to, you can attract media attention and buzz. It’s a direct marketing tool that gives you better control over the story, and it showcases your organization’s expertise and talent.
Guidelines for Writing a Press Release
A press release usually comprises a few common sections and it’s important to follow a standardized process for writing one. Here are some tips for when you’re starting to write a press release and putting it all together:
You’ll need to cover the following sections in your press release:
- A summary of the news
- A maximum of 2-3 paragraphs of additional information and quotes from key people
- A bullet list of facts or figures (if applicable)
- A company description at the bottom
Key points to cover
Once you have an idea of the information you’ll cover in those sections, it’s time to start thinking about how you’re actually going to write the press release.
The easiest way to think about writing one is to write ‘pyramid-style.’ Essentially, the most important information goes at the top of the pyramid, and you work your way down with less critical information. Your goal is to give the person reading the press release the most crucial information right away.
So think about what news you want to highlight, any additional details that might be pertinent, and have a company description ready to place at the end. For example, if you’re writing a press release for a new hire, your first 1-2 sentences should be about who is hired and their new position. The additional paragraphs provide more background on their past employment and education.
Formatting a press release
Press releases are formatted in a particular way, so it’s essential to pay attention to that when formatting your press release.
Once you’ve completed writing your press release, you’ll need to ensure that:
- The press release has a title.
- Contact information and “For Immediate Release” is placed at the top.
- Subheadings in the release are italicized.
- The news location is in the opening line.
- Company description and contact information are at the bottom.
- There’s a "###" at the end.
Types of Press Releases
There are quite a few types of press releases out there that cover essential business news. Generally, press releases commonly center around new hires, promotions, company announcements, and business and product launches.
New hire press releases are an excellent way for businesses to announce new talent joining their organization. It should tell people who the person is, what their position is, and where they’ve been hired. This information needs to be present in the headline. Journalists and readers should know exactly who the person is and their new role before they read the release.
Example headlines of a new hire press release could include:
- “new hire joins organization”
- “organization welcomes new hire as new CMO”
- Organization names new hire as director of new department”
Quotes are another great addition to a new hire press release to help create more interest in the update you’re sharing. Adding in quotes from senior leadership, stakeholders, partners, and any other critical business members can help round out a new hire press release.
Senior promotions definitely warrant a press release. This includes executive promotions and other job promotions to senior positions such as partner, president, or CEO.
Writing a job promotion press release to showcase internal promotions is vital because it builds trust in your company through being transparent with role changes and garners media attention. Executive promotion press releases are also an important recruitment tool since prospective and new hires can get a glimpse of professional development pathways.
New initiatives and products also merit a press release. As companies grow and expand, press releases are an important marketing tool to help position new products and build credibility. Plus, these press releases are often picked up and reported on, so it serves as an essential public relations tool for your business.
Launching a New Business
If you’re launching a new business, writing a press release for it is crucial. It will help introduce your new business to media and journalists as well as the broader market so you can begin to establish yourself. A press release is a vital promotional tool for new businesses since it can engage new customers and helps build your reputation in the market. .
Press Release Examples
To help get you started with writing your own press release we’ve rounded up some examples that you can use as a template.. A sample template for a new hire press release. This is a great general press release template. This is a useful new business press release template. And here’s a little silly yet useful press release resource from Hubspot.
If you’re still needing some help with writing your own press release, the Org offers easy and fast press release writing for free.
Posted as an announcement within 72 hours, our Announcements provide an easy way to disseminate press releases to a global audience of executives and professionals.
How to Promote a Press Release
There are many different ways to promote a press release, so it largely depends on who you’re targeting and your budget. You can manually search for journalists and send press releases directly to inboxes (although this can be a hit or miss).
You can use features such as The Org’s Announcements to post a press release for dissemination. Or you can use PR software to publish press releases and use the software to find journalists and send press releases to them in a more targeted way.
If you’re not sure about what PR software to use, you can check out our round-up of some of the best PR software currently in the market here.
Writing a press release might seem overwhelming initially, but it’ll get easier as you get used to writing and distributing them. Press releases follow a pretty standard format for writing and features, so using a template can help ensure you’ve covered everything.