When it comes to content, occasionally old school can be a good thing (namely, when it comes to old-school rap or even Throwback Thursday on Instagram). But when it comes to your industry’s public relations strategy, being traditional isn’t advantageous for your company or your brand.
Ten years ago, people still relied on morning papers pertaining to news. Today, the vast majority of your own company’s customers and prospects scan headlines on Twitter or see what’s trending in their Facebook feed.
People now have control over where, whenever, and how they consume information. As a result, public relations is no longer about feeding into a traditional news cycle; it’s about offering relevant content when, where, and how your prospects, influencers, and customers will eat it.
Sounds pretty impossible, right? Wrong. While relationship-building still helps you get into popular publications, we now have the opportunity to quit playing the waiting game and generate our own buzz . By turning your PAGE RANK strategy into an incoming one, you create opportunities that weren’t there prior to and carve out a place for your organization, building meaningful mindshare along with your target audiences in the process.
Probably the most crucial updates to make for your PR strategy is to consider opportunities to connect to the audiences you care about — which includes, but not limited to, reporters. And that starts with press releases. On this page, we’ll discuss:
- What Is a Press Release?
- Types of Press Releases
- Sample Press Release Structure
- How to Write a Press Release
- Press Release Examples
- Tips for Posting Press Releases
still followed and highly-respected today.
With regards to formatting the body copy and headline, click here or scroll down for writing ideas.
In this example, Catbrella Inc., a fictitious ad agency which just gained its 10th Twitter follower after two years of paid social media marketing efforts, announces its achievement in a press release.
*Disclaimer: HubSpot is entirely responsible for the silliness of the faux announcement.
Rule 1: Make your headline irresistible.
You have got your announcement in mind, and today it’s time to get it lower in words to share along with your community, industry, and supporters. Just like writing the perfect post title, setting up your pr release for success starts with your heading. You only have one line to work with, which can seem scary, but consider diction carefully to generate your headline captivating.
Make use of action verbs, clear, easy to understand language, and keep your topic simple and short — lot of money (and search engines) reward the brief, so keep the title to one line to clearly focus people’s attention on your topline message.
Most significantly, make it interesting: Keep in mind that reporters get dozens, if not 100s, of releases each day, therefore invest the time to write the compelling headline. It’s worth the time and effort on the part.
Rule 2: Convey this news value to the press.
For reporters, analysts, influencers, or followers to be inclined to share your announcement, you have to tell them upfront why they ought to care.
The first paragraph of the release should cover the particular who, what, why, where, and how of your new release, update, or development. Reporters don’t have a ton of time to sift through details and fluffy history information — they only require the facts that’ll help them tell your story to someone else from a position of expert.
There shouldn’t be any brand new, crucial information covered after this section that the reader may potentially miss. A good way to ensure this is by using the reverse pyramid formula when creating your press release.
Guideline 3: Offer a tempting quotation.
Once you’ve set the particular scene, it’s time to bring your details to life using a quote that reporters can use for context around your own announcement and help color a picture of how your information affects the given market, customer base, and landscape.
Ideally, quotes will be through key stakeholders in your firm including your executive team, project leads, or those straight impacted by your announcement. Quoting key figures and regulators underlines the importance of your advancement. The chosen quote ought to shape your narrative and emphasize the core of the announcement. Don’t ask everyone in your office for a comment or feel compelled to quote all 25 individuals included in the acquisition — find out or two critical spokespeople and focus the rates around their unique perspective.
Rule 4: Provide valuable background home elevators the subject.
In this last paragraph, keep in mind that the reader currently has all of the vital details and information they need to file a story or spread the term.
It can be tempting to provide superfluous facts and tidbits regarding your company or the development of your announcement — we occasionally think a piece of writing is lacking if it isn’t drawn-out and shy of being a novella. However , a press release needs to be helpful and concise .
Offer details here that strengthen your own narrative, like creative or even noteworthy ways your company created the project or statement at hand. Or, when suitable, comment on future implications of the announcement.
Another good method to add value to your press release is by using newsjacking . A process of relevant your press release to some thing currently going on to make it more valuable to the journalist plus reader.
Rule 5: Sum it up the “who” and the “what” in a boilerplate.
Tweets is chock-full of reporters lamenting press releases or pitches that don’t clearly clarify what the company does or what the announcement is actually regarding, so instead of being the butt of a joke, make your release incredibly easy to reference.
Describe what your company does in clear, plain English, include a link to your own company’s homepage early on, and make your boilerplate concise and straightforward. If you cite data, include a reference link for the data source, and ensure every name in the launch has an associated title plus company as well.
To keep yourself honest on this front, request a friend or colleague to learn the release without context and inquire if they can easily and easily explain why the statement matters, what your company really does, and why the executives included are quoted. When the answer to any of those questions is no, get back to the drawing board.
The key to keeping your PR strategy brand new school is forgetting preconceived notions of what pr is and instead concentrating on creating highly remarkable content material. Traditional press releases can still be really valuable when carried out well, so instead of ditching releases as a tactic, give them a modern makeover to make them more useful for your marketing.
Think about how you’ve utilized inbound methods to transform your own marketing strategies to be more personalized, approachable, and build romantic relationships. Those same principles affect your PR strategy: Make content to craft your own story and use tactful outreach to get reporters and experts familiar with your brand.
The Newsworthy Explained Inbound Public Relations , and brainstorm some creative techniques for your next announcement. Are you able to include new data? An amazing graphic or video? A shareable SlideShare? If so, an innovative angle can help carry your articles and increase the likelihood of social sharing.
Now, to get you considering on the right track, take a look at some innovative press release examples below, the type of news each one is reporting on, and what makes the release special:
ŠKODA at the World Move Championship
Type of press release: Occasion
Škoda, a car producer based in the Czech Republic, recently showed off its sponsored racing team in 2 big places: at the 2017 World Rally Championship, and a sleek, image-based press release reporting on the event.
The news release, shown above, doesn’t always have any trouble aligning the look and feel of the Škoda brand with the press release itself — which is a crucial aspect of any kind of company’s press content. The discharge opens with a large feature image of one of its vehicles within the same vibrant green that will covers the business’s website. The particular press release also begins along with three helpful bullet points summarizing the news for readers, and ends the release with a couple of captioned actions pictures to give reporters more framework around the event.
ScribbleLive Acquires New Company
Type of press release: Acquisition
Yes, a video press release! This news item from ScribbleLive gave reporters almost everything they’d need to publish this story, all in the thorough two-minute video regarding the company’s latest acquisition.
ScribbleLive opens the video press release over with the company’s logo as well as a clear header stating the news. This allowed the company’s TOP DOG to jump right into their commentary on the acquisition, offering reporters plenty of quotable material on the state of the industry and why this combination was so important to them.
The particular press release also segments the video the same way a created press release would, breaking up the CEO’s commentary by the query he’s answering. This makes it simple for viewers to leap through the video and find the info they’re most interested in hearing about.
And, being online, a press release in this format allows reporters to embed the news content directly on their site, making ScribbleLive’s information that much easier to share.
Peapod’s New Headquarters
Type of pr release: Opening a new office
When you open a new headquarters, it can be hard to figure out what things to say. People just want to obtain a look at the new digs! Within the above press release by Peapod, an online grocery service, the organization puts photos of its brand new office right at the top, immediately showing readers what makes this news so significant meant for Peapod.
The release even singles out a quote with the Mayor of Chicago slightly below the headline, hinting to reporters who are writing about Peapod’s new HQ that this may be the remark Peapod is many interested in sharing with visitors.
Check out the boilerplate text at the bottom of the above press release. “About [company]” textual content can too easily merge with the actual news textual content, making the piece appear longer than it really is. By isolating this copy inside a dark gray box, Peapod provides a smoother reading encounter and ensures the story by itself doesn’t get lost in an intimidatingly long wall of text.
HubSpot’s New Product Announcements
Kind of press release: New product launches
When you’re launching products or services, the info is often best expressed in written form. But when every you’re doing is talking about your new offering’s price plus features, it can be difficult for others to refer to and review on it later. We in HubSpot know the challenge well.
The graphic above helped us to supplement our own product announcement — authored by our fantastic Communications Manager, Ellie Botelho — along with details that needed a visual aid. Using a mixture of colors and shapes, this graphic allowed us in order to reveal important relationships in between products, as well as their respective prices and when they’ll be available. (Interested one of our products? Take note! ^)
We’ve furthermore crafted this comprehensive, eays steps press release template complete with a promotional plan and considerations for the next announcement. We use these same guidelines when writing and formatting our releases here at HubSpot, and created a faux, sample release in order to illustrate what content goes where and why.
Tips for Publishing Press Releases
Creating a pr release is really only half the battle. Once you’re completed with production, it’ll be time for you to focus on distribution.
Of course , we’re all familiar with the traditional distribution levers we can pull, which include submitting the press release on our website/blog, as well as sharing the pr release with our followers/subscribers via social media and email. But for making sure a press release gets the maximum amount of distribution possible, here are some tips you can follow.
1 . Reach out to specific journalists.
Instead of blasting a press release out to every journalist you can find an email address for, focus on a few journalists who have experience covering your industry (and company, hopefully) and send them customized messages. Connect the dots. Show why what you wrote connects to what they write.
2 . Don’t be afraid to go offline.
Most media have mountains of emails (and press releases) to sort through. Try sending your release through snail mail or another offline channel to differentiate yourself.
3. Send the release to top media the day before.
Give media some time to craft a story around your press release by sending it to them — under embargo — the morning before it officially will go live. (FYI “under embargo” just means they aren’t permitted to share the information in the pr release until the time you designate. )
4. To avoid competitors, don’t publish your discharge on the hour.
If you’re submitting your press release on a distribution service like PR Newswire or Business Wire, prevent publishing it on the hr (e. g., 1 p. m., or 3 l. m., or 5 p. m. ). The reason? Additional schedule their releases to visit out on the hour, which means if your release goes out within the hour too, it’s more likely to get lost in the shuffle. Rather, try going with a more distinct time (e. g., one: 12 p. m., or even 3: 18 p. meters., or 5: 22 l. m. ).
5. Discuss your media coverage.
In the event that all goes according to program, and your press release gets indexed by the media, your job nevertheless isn’t finished. To keep the buzz going, you can release a “second wave” of distribution by sharing the specific stories that news outlets write based on your press release.
Editor’s notice: This post was originally published in November 2019 and it has been updated for comprehensiveness.