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All You Need To Know About Publishing A Press Release

How to properly publish a press release?

By George SwaggerPublished 3 years ago 5 min read
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When it comes to Public Relations communication strategies, Press releases are certainly the most compelling and versatile tool. It is a perfect way of announcing a company’s particular news or developments to the media and the general public. Whether your company is launching a new product, has won an award, raising a new round of funding, opening new branches, hiring a new executive, a press release is such an awesome way to secure coverage. Moreover, a press release should pique the journalists by containing information that answers the who, what, where, and why questions. But publishing a press release is never a walk in the park, especially if you want it to be effective.

Know Where And How To Publish

When creating press releases, it is important to first ask yourself, will it be interesting to the readers? How does it benefit the community? Most importantly, you’d want to find the best way for it to reach the target audience. As seen at https://www.ereleases.com/pr-submission/, this means using reputed journalists, media houses, and social media influencers. Also, don’t forget to consider other media outlets such as blogs, magazines, and print media. How well you promote your press release and where it gets published will have a huge impact on its ROI.

Remember, if your news release is not interesting enough, very few media outlets will be interested to cover it, thus leading to a waste of time and resources. So, given a chance to grab the attention of the media and the public, how would you leverage the opportunity? What are some of the things you need to know about the whole thing of publishing a press release? There are countless benefits of press releases that would require an article of their own but in this piece, let’s highlight some essential components of a press release you need to know. Read on!

Newsworthiness

Before publishing a press release, take a moment and ask yourself whether it is newsworthy, unique, and acceptable. A good press release is the one that triggers interest in the intended readers or target audience. They want to read it, watch it, share it, and become part and parcel of it. Otherwise, a press release that is not newsworthy will fail to achieve its intended objectives. So, what are the guidelines when creating a newsworthy press release? It is simple, put yourself in the minds of the targeted audience and ask yourself whether the release sounds like a news release to you. Also, remember to ensure the news release is authentic enough, or otherwise, they will end up doing your brand more harm than benefits.

Good Timing Is Relevant

Even if most press releases are available for immediate release, you would want to make sure you send the message when your targeted audience is conveniently available and ready for the message. For example, you may realize that releasing a press release on a Friday 5: pm afternoon is a bad idea as many people may have gone for the weekend. Go ahead and research whether there is anything else big that is set to happen in the space around the same particular time for you to adjust accordingly. Also, consider confirming the availability of the media reporters you want to involve in your news release, find out whether they are preoccupied covering other events at around the same time as yours to avoid inconveniences.

A Compelling Headline

A compelling press news headline is definitely the reporter’s first impression regarding the announcement. The kind of news release headline gets the reporter thinking “is it interesting? Should I keep reading it?” The hack here is to keep it simple, short, and most importantly compelling. Also, when coming up with a good news release headline, seek to select relevant keywords based on your target audience. To get this right, ask yourself “would I be compelled to click on this headline if I was scrolling and come across such a news release headline? This literally means putting yourself in the shoes of your target audience without being biased.

Supporting Quotes

Most press releases concentrate mainly on facts. In that regard, when publishing a press release, you would want to take it as an opportunity to present a more human element side of it- and supporting quotes do a great job here. To get this right, consider including a quote from your main spokesperson that clearly helps the targeted audience understand the company vision and mission as well as what makes the particular news release so relevant and groundbreaking. Most often, supporting quotes from the client’s customers and partners is an awesome tool that adds more credibility to their products or services and also the whole press release announcement.

Informative Lead Paragraph

Media reporters are always reading numerous pitches and press releases every day. Who knows, Maybe sometimes they give some press releases a quick skim. To get your details across, keeping the lead paragraph concise and informative is the hack. Besides, your lead paragraph should address the questions on who, what, when, where, and why. The point is, all the core details of the announcements should be addressed here and the rest as supporting press information.

A Call to Action

Always end your press release with a call to action. Never leave anyone, whether the journalists or your readers without a way to reach you in case they need additional information. Additionally, perhaps other journalists could also be interested in interviewing someone from your company, which could enhance media coverage. Therefore, provide adequate link access to your website, sign-up sheets, or your contact information.

The Boilerplate

Don’t forget to include your company’s Boilerplate in the news release. If you are wondering what that is, a boilerplate is a short section providing “About us” information about your company that follows the main body of the press release. It contains crucial background information regarding the entity that has issued the news.

Following the above press release publishing tips will enable you to write the most effective and relevant news release. Also, it is paramount you ensure you work with the right reporters for example you should not send a business news release to an entertainment news release reporter. Better said? Your press release won’t reach the target coverage. Also, building a good relationship with expert media reporters involved in the niche you want to gain coverage doubles your odds of successful press release coverage.

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