How to Write a Press Release
Getting media attention for your business is the least expensive way to gain very valuable exposure. However, you must determine what might be newsworthy that would garner media attention and not just write up any little thing that might be going on within your organization.
- New hires to senior management
- New product launch
- Contest, Promotion, etc.
- Achieved milestones
- Charity partnerships
While Chic CEO recommends hiring a PR firm to handle all of your PR needs, sometimes our budgets disagree. Writing a press release doesn’t have to be daunting, it can be pretty formulaic actually. Here is an outline for you to write your first press release.
PRESS RELEASE OUTLINE
How to Distribute a Press Release
San Diego PR Professionals, Nicole Collins and Ashley Blumenfeld, outline the best way to distribute a press release once you’ve written it:
First, the power of spinning a news item is critical when trying to achieve media attention. Newsworthy topics such as reaching a critical milestone, launching a new product, hosting a successful event, or winning a prestigious award should all be recognized and released appropriately to the masses. Using a press release coupled with social media will offer a one two punch. For example, when hosting an event, the best tool to utilize is a media advisory sent to journalists in conjunction with posting event details on Facebook and/or Twitter to inform your followers.
Many of you may ask, “So what is the appropriate way to reach out to a journalist?” According to the 2010 PWR Journalist survey, 92% of journalists prefer to receive press releases via email. This means having a robust media contact database is the key to successfully distributing a press release.
A few things to consider about releasing via email:
1. Cut and paste the release in the body of the email (do not send a large attachment, it will bog down the journalist’s email, and will most likely delete the content).
2. Begin the body of the email by summarizing three key points from the press release.
3. Inform the journalist that you are available to answer any follow up questions or set up an interview with a subject matter expert.
4. Include a link to an online media kit which includes relevant information such as easily downloadable images, backgrounders, biographies, and frequently asked questions.
5. Most importantly, your contact information!
6. Finally, try and achieve a personal relationship with a journalist who will begin to be an advocate of your product or organization. You can do this by asking the journalist to lunch, sending them samples to familiarize them with your product, etc.
To conclude, the press release, when coupled with other forms of social media, can be an extremely powerful tool to voice your organizations message to both international and domestic audiences.