Press Release: A powerful marketing tool
“Did you read the official press release?”
A press release was initially used to tell newspapers and magazines about breaking news in your company, so they could write an article or do a story about it. With traditional print media shifting dramatically over the past decade, business owners are faced with an important question: “If I write a press release, who do I send it to?” The traditional “local paper” does’t really exist anymore, and between influencers, online news, forums, independent news agencies, and trade-specific organizations, it can be hard to keep track of who should be the recipient of your press release. Before we get into that, let’s first talk about what a press release is.
WHAT IS A PRESS RELEASE?
Think of a press release as the “official notice” or the “official story” that you want to share with the world. Perhaps it’s:
-The launch of a new product or service
-The refinement or upgrade of an existing product or service
-The announcement of a partnership
-The hiring of a key staff member
-The start of a new facility or location
-The ability to serve or support a new area
-The integration of a new software or technology into your business
WHAT FORMAT SHOULD I USE?
A press release gives you a forum to share all the relevant facts, and make sure that you are only giving out the information you want people to know. Typical press releases follow this format:
Headline: The most important information, designed to capture attention
Subhead: A secondary piece of information used to clarify your headline or give it context
1st paragraph: Often press releases will begin with “<INSERT CITY, STATE>, <INSERT DATE OF RELEASE>, <INSERT COMPANY NAME> announced…” followed by a re-statement of your headline and subheadline with additional high level information. Think “if they only read one paragraph, this is the one I want them to read!”
1st quote: A quote from an authority figure that gives credibility to your first paragraph, puts it in context, or puts it in layman’s terms. Typically the authority figure chosen is an appropriate leader from your organization.
2nd paragraph: Additional detail that one might be interested in. Could be technical Specifications, use cases, scenarios, Markets or sectors, where the product or service might be most applicable, etc. This can also be used for providing additional detail like differentiating features of a product or service.
2nd quote: If applicable, a second quote Can be used to reinforce The first quote, either as a continuation of your first quote Or an alternate quote from a partner, third-party, or specific job role. Note: A second quote is not required, but can add strength and content, if appropriate and needed
3rd paragraph: Only if subject is brought enough that additional detail is needed. A third paragraph can be used to provide even more detail or specific used cases.
Availability statement: Make sure readers know when AND where to buy or get access. It could be a location and a release date or a website URL, Or even a broad statement “Available on <insert date> in all our locations across <insert region>”
Boilerplate: this should be a single paragraph about your company for anyone that is not familiar with you. It might include your mission statement, the kind of company you are, the industry or sector you serve, and even the region where you do business.
Partner boilerplate: You included a quote from a partner that is not a member of your organization, it’s appropriate to add their boiler plate below your own.
For media inquiries: If someone from the press wants to interview you or learn more, who should they contact? Having a final sentence designating a specific media contact with their e-mail and phone number will make this easy for them.
CHECK FOR ERRORS
Once you have your press release written, make sure you let a few people review it for any mistakes or changes that might need to be made. Perhaps you misspelled a word or Missed a specific point that should be made. Always get one or two trusted opinions before publication.
PRE-PROMOTION
With a completed press release in hand, it’s time to start pre-promotion. Share it with the media partners and tell them you want an “embargo” on the release, meaning they cannot share any information until after your planned release date. (P.S. Letting them know that they are one of very few individuals who will get access to this will dramatically increase their willingness to write an article or promote the release on their site.) Use this time to do “exclusive interviews” with reporters. Try and set up as many of these as you can so that when your press release hits, it will be accompanied by additional news and promotion everywhere. You may even get a series of ads set up, ready to appear on the first day of the release. This includes any influencers that might respond well to the news, or your top promoters.
INTERNAL COMMUNICATION
Make sure you share the press release with your own internal employees, especially key members of staff to ensure they understand what is being shared, and have an opportunity to ask questions about the part they will play. Sales, support, marketing, and more may all have questions and contributions. Giving them a forum to share concerns and get answers is critical for your own internal success, and will get everyone on board so that once the press release hits, everyone is willing to share it and talk about it. Consider carefully how far in advance you will share the release, as too much advanced notice could result in people talking about it before it’s final.
TELL THE WORLD
It’s finally here, the day of your press release comes and you can push it live on your website, share it on your social channels and email a copy of it to your entire database. Get as many people talking about it as possible. Perhaps you want to host a webinar for people to ask questions or learn more. Maybe you want to go live on Facebook or YouTube and show off the product or service and give your constituency an opportunity to chime in. You might even get creative and encourage employees to share it on their own personal networks, and offer an incentive to do so.
A press release becomes the “official statement” about that moment in time and you will be able to reference that for years to come. If you want help, writing press, releases, or building a strategy for pre-promotion and promotion, contact 11-11 Marketing today!
