“If you want to release your aggression, get up and dance. That’s what rock and roll is all about.” -Chuck Berry
A press release is a document that is sent out to journalists to attract their attention and encourage them to write a story about the product, service, or event in question. It is about conveying basic facts of company or organisation mostly in the form of a story. It is generally for spreading awareness among people although it may or may not be converted in positive courage and effect.
Whether the subject news is offline as press release or online meant for media portal, a good press release always catches the attention of journalist and readers. The press release is also called press statement, media release or news release.
There can be following types of press releases.
New product launches
When company want to launch new product or if there is premium product, it should reach to customers so that they can take advantage. When launching new product the organisation should follow the unique format and should focus more on benefits rather than the features.
Mergers and Acquisitions
Mergers are involving two or more companies. Sometimes number of companies run in loss and if some of them are merged, the effective profits can be generated. The merger can be horizontal, vertical or conglomerate that is meant for diversification reasons.
Product updates
Whenever there is new product launched by organisation or company, the adequate press release decides the success of sale due to true awareness in customers. Predetermined format should be kept in mind for standardised release.
Events
A press release for an event is quite different from other press releases as it provides vital elements of information about an event. The main aim is to generate curiosity in the happening event and to attract people as well as the target audience.
Grand Openings
When there is opening of business, it should be reached to maximum targeted audience. With a relevant tone and catchy headline it gives the information like where and when the opening will take place. The enticing details will attract more customers for the subject opening.
New Partnerships
The partnerships of the company and its structure is changed whenever there is addition or deletion for partners. This may be due to retirement, death or any other specific reason. This release of press is for the information and legal aspects of dealing of partners.
Rebranding
Rebranding is the process of changing the organisation image. It is one kind of market strategy for giving a new name, symbol or change in design for an already-established brand. The idea behind rebranding is to create a distinguished identity for a brand in the market.
Executive promotions Or hiring
Rebranding is quite strenuous process for the company or organisation as it sometimes take quite long time to regain the brand loyalty and confidence of customers. The Facebook has recently rebranded as Meta.
Awards
This press release is used by businesses and organisations to inform the media and the public of awards the company have achieved. The primary purpose to inform public is why they have won the award, and what is the prime is importance. It’s a great pleasure to get press and call positive attention for achievements.
Elements Of Press Release
There are following important elements of press release.
Headline
It is a symbolic step to grab the attention of the media. It is very prime importance to define the purpose. It is the best tool to grab the attention of the audience in shortest possible way. Keep the headline short and precise and use numbers if possible like “7 Most important….”, “11 Classical ways..” etc. Avoid difficult language as people do not have time to find the meaning of this type of words.
Introductory Paragraph
The paragraph of a press release should provide answers to who, what, when, where, why and how. The primary message should be stated in the introductory paragraph so that if a journalist uses only the first paragraph, this message will be adequately conveyed. How to write a press release. Generally it is written as third party.
Quotes
The quotes are written by the decision makers of the company or the organisation. They show the positive impact of the organisation. It will inspire customers for call to action for desired behaviour. It is advisable to avoid jargons in the quotes.
Boilerplate
A company boilerplate is a few paragraphs of text about the company that goes at the bottom of all its press releases. This text describes the company, its purpose, and often, its size, presence, and chief locations. This also includes the link which leads to more details about the company elaborately.
Take Away
1. With regard to good press release, one page is the best, two page is maximum.
2. Good quotes give human element to the press release, as well as being a source of information in its own right.
