Press ReleasesThe Who, What, When, & Wow!

A press release or news release is a public relations tool that is used to make suggestions to journalists, editors, bloggers or other thought-leaders. The goal is to get others to publish, broadcast, post, or share information you want others to know about. In the digital age, press releases are also used as fresh content for your website and for updates on your social media platforms.

What is a Press Release?

What Press Releases DoPress releases are the most cost-effective way of building awareness about your business and what you do. Press releases have more credibility than paid advertising because they are regarded as news and are often delivered by means of a third party, i.e., a newspaper– creating the impression of an endorsement.

If you write them and distribute them yourself (using free distribution sites) they are free.

Return On Marketing InvestmentSuccess Measures Data from Google Analytics – make sure you have this installed before running your press release campaign in order to measure direct referral trafficNumber of people completing Contact Us form or an RFP Google Alerts – create a Google Alert using the title of your press release to see where it ranSocial Media activity – Invitations/Likes on Facebook, Invitations/Views on Linked In, Twitter, Houzz and Pinterest followers, etc.Data from email marketing service

To share important news about your business Examples: adding new services, hiring key employees, moving/expanding, offering new products, winning an award, launching a new website, etc.To announce upcoming brick-and-mortar or other event (so that people show up, write about it, blog about it, or to get media coverage).

Examples: An open house, a ribbon-cutting, an awards-ceremony, a grand opening, a speech or presentation, an exhibition, a webinar, etc. (distribute 30-60 days or more

before the event)To help manage negative publicity or a crisis

Examples: To clarify information, dispel rumors, explain an unpopular action or unfortunate occurrence, correct misinformation, to reassure partners/clients, etc.To promote your company’s products, services, brand identity and position (not related to a single event, more from a general awareness perspective).

When to Issue a Press Release

How to Create a Press ReleaseA press release is presented as a pseudo-news story written in the third person following a particular style that is familiar to all journalists.

A good press release places the newsworthy angle at the very top (much as the lead paragraph of a well-written news story does), and is free of hyperbole and overt promotionalism.

Subsequent paragraphs in the press release provide the supporting material; the 5 W’s and an H; spokesperson quotations; other facts and background information; in a top-to-bottom hierarchy of importance referred to as the inverted pyramid style.

Journalistic Style

• Not about selling

• Fresh, newsworthy activity• Share on social media platforms

The Business Activity Release

Examples of Press Release Types

• Positive, create excitement

• Used to promote an actual event whether in person or virtual

• Date/time/place specific

• Share on social media platforms

• Allow for lead time

The Event Release

• Can be used before/after an event• Urgency• Share on social media platforms

The Crisis News Release

The Backgrounder Release• Used to initiate awareness

about a company/organization

• Non-date specific

• Often used as part of a media kit

• Longer form than other press releases• No boilerplate needed at the end

Constructing the Press Release

• Keep it 1 to 2 pages in length• Keep it in Word doc format; not a pdf or image doc• Include “boilerplate” information about your company at the tail-end, as

well as info about other key persons and organizations germane to your story

• Always include phone numbers and email addresses where a spokesperson can be reached on evenings and weekends

• Always embed backlinks to your website, Linked In, Pinterest, Houzz, Facebook and Twitter profiles

• Include quotations and statistics• Make relevant images easily viewable and available for download• Keep headline to 60 characters or less• Use bold and italic text for keywords in the body of the release

Distributing the Press ReleaseIn the digital age, WE ARE ALL PUBLISHERSPost your press release on your website, your Facebook page, your Twitter Account, Your Linked In profile, etc. The fresh CONTENT along with BACKLINKS enhances your authority with SEARCH ENGINES. It also sends REFERRAL TRAFFIC directly to your website, and is a also a means of ENGAGING with your existing customers and allies.

Distributing Press Releases (cont.)

Utilizing Email Marketing PlatformsEmail marketing platforms such as Constant Contact allow you to send your press release to all your contacts, embed images into the body of the email, and track results. There is also seamless sharing on your social media platforms.

Distributing Press Releases (cont.)

Paid Services and Free Serviceswww.prweb.comwww.massmediadistribution.comwww.prnewswire.comwww.pressreleasecircle.comwww.businesswire.com www.pr.comwww.24-7pressrelease.comwww.free-press-release.comus.cision.com

Anyone can register to distribute their own press releases.

Fee-based services provide more refined targeting, allow numerous images, backlinks, and are sent via RSS feeds.

Free services offer some of those features on an a la carte basis.

Do not send during holiday weeks or Fridays

Utilizing the Services of a PR Professional

Public Relations professionals have proprietary media lists not available to the layperson

Press releases go directly to the publisher, editor or writer, not into a big bucket

The press release will be well-written – the WOW!, print-ready and optimized

THANK YOU