It may be a mystery tool for those who don’t know about it, but the press release is really very simple. At the agency, we write and send out press releases every day. It’s our number-one tool for sending news from our computer to select influencers and journalists.
According to CISION’s annual study on the state of the media [The 2021 Global Comms Report], 78% of journalists want relevant press releases from brands and organizations.
What is a press release good for?
- Informing
- Presenting basic information on a product or service
- Sharing facts and news
- Making the job easier for journalists and influencers
A press release is not:
- a sales tool
- an advertisement
- a rave review
- a piece of creative writing
When you’re ready to send your press release, it’s good to remember that:
- no one’s expecting it
- it’s best to avoid mentioning a season
- superlatives are useless and may even work against you
The most important items to include are:
- the title of your press release
- the subject of your email (ideally 70 characters)
- basic, factual information
A press release is a short, informative text. A single page of text (400-600 words) is generally enough to get the basic information across:
- Title
- First short paragraph: what it is, how it works, and what’s new about it
- Details, plus a quote from the designer or director
- Suggested retail price, where to buy it, images
- Company information
- Contact info for the resource person
So! I hope I’ve convinced you how important the press release is!
I hope you enjoyed this episode, and that this PR/marketing moment stimulates your creativity.
Reach out to me so we can continue the conversation!
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