When a company has significant news to share, it needs a reliable method to reach journalists and news outlets. A press release serves as the primary tool for this purpose, acting as a bridge between an organization’s announcement and the media. This formal statement is designed to present information in a clear and newsworthy format to initiate public communication.
Defining a Press Release
A press release, also known as a news or media release, is an official statement an organization delivers to the media. Its function is to announce something newsworthy from the company’s point of view, making it a primary tool in public relations. Because it is created by the organization, it presents a subjective interpretation of the news it announces.
Historically, these documents were sent to newspapers and television stations. Today, their reach extends to online media, bloggers, and social media influencers. The content is designed for journalists, who may publish it directly or use it as the basis for a story.
A 2024 survey revealed that 68% of journalists consider press releases their most useful source for generating story ideas. This highlights their role as a first step in the chain of information that often leads to broader news coverage.
The Purpose of a Press Release
The primary goal of a press release is to secure earned media coverage—publicity gained through promotional efforts rather than paid advertising. A compelling story can capture the interest of journalists, leading to articles or news segments that amplify the announcement. This allows a company to reach a much wider audience than it could on its own.
Another purpose is to control the official narrative around an announcement. This allows the company to frame the information, ensuring key messages are communicated accurately. In a crisis, a press release can address the situation directly, demonstrate transparency, and help manage public perception.
Press releases also enhance a brand’s credibility and visibility. When news is picked up by reputable media outlets, it builds trust with customers. In the digital age, online press releases contribute to search engine optimization (SEO) by generating backlinks from news sites, which can improve search rankings and drive website traffic.
Key Components of a Press Release
A standard press release follows a specific format to ensure clarity, with a recommended length of around 500 words. This structure helps journalists quickly identify the most important information.
Compelling Headline
The headline is the first thing a journalist sees and must be both attention-grabbing and informative. It should concisely summarize the most newsworthy aspect of the announcement. A strong headline can determine whether a journalist continues to read the release or dismisses it.
Dateline and Introduction
Following the headline, the dateline indicates the city and state where the news originates, along with the date of the release. The introductory paragraph immediately follows, and it is designed to answer the “Five Ws”: Who, What, When, Where, and Why. This opening provides a succinct overview of the entire announcement.
Body Paragraphs
The body of the press release expands on the information presented in the introduction. These paragraphs provide supporting details, context, and data to flesh out the story. Quotes from key individuals within the organization, such as an executive or project lead, are often included to add a human element and authoritative commentary.
Boilerplate
Near the end of the document is the boilerplate, a short, standardized paragraph that provides a brief overview of the company. This “About Us” section gives journalists context about the organization, including its mission, history, and size. It is intended to be used consistently across all press releases the company issues.
Contact Information
The final component is the media contact information. This section includes the name, title, email address, and phone number of the person in the organization who can answer follow-up questions from the press. Providing a direct point of contact makes it easier for journalists to gather any additional information.
Common Reasons to Issue a Press Release
Organizations use press releases to announce a wide variety of events and milestones. A frequent use is for a new product launch, where a release can detail features, purpose, and availability to generate excitement. Company milestones are another trigger, including mergers, acquisitions, anniversaries, or the opening of a new facility.
Rebranding efforts are often communicated through a press release to explain the changes to a company’s image. Announcing a new executive hire can signal a new strategic direction, while winning a major award provides third-party validation. Other reasons include announcing events, releasing research, or sharing news of a charitable donation.
How Press Releases Are Distributed
After a press release is written, it must be distributed. One method is using a distribution service, or newswire, like PR Newswire or Business Wire. For a fee, these services send the release to extensive networks of journalists and media outlets, ensuring broad reach and helping with SEO.
Another approach is direct outreach through a targeted media list. This involves identifying journalists who cover similar topics and emailing the release to them directly. This personalized method can build relationships with reporters and may result in more in-depth coverage from relevant outlets.
Many organizations use a combination of both newswire services and direct outreach to maximize their impact.