When your business gets coverage and exposure from huge mainstream media, you know it is marketing done right. Getting a mention in news, TV programs, and media alike is important if you want to reach more audience, investors, etc. In order to receive the highly-desired media coverage, company should prepare a good, well-thought press release.
Let’s start with the basic. What actually is a press release? According to Wikipedia, “press release is an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement”. It has always been one of the most powerful communication tools for business and company. This is because news about your company can directly reach journalists and media outlets. Therefore, company should understand the keys to expanding media coverage through press release.
Among some of the information that can be announced through press release are the launching of new product or service, an event, or major collaboration with other business – among others. Through time, the way press release finds its way to editorial desks has also been developing. Nowadays, sending press release is as easy as sending a personal email. And so is finding contact information to directly reach journalists.
What to Include in Press Release
There is no fixed rules in writing press release, but there are certain information that are generally included in a good press release, as explained by the Balance Small Business.
- Start with city and current date
- Create an attention-grabbing headline
- Write in the third-person
- Find something to add to your event or release to make it more interesting. For example, public figure attending (but it must really happen)
- Avoid being uninteresting and unengaging
- Include supporting quotes from top figures
Know Your Target
Business and company can send more than one press release to hundreds of journalists every day. However, it is important to understand that not all media outlets will pick it up or even deem it newsworthy.
Therefore, it is always a good idea to research and collect information on particular journalists and/or media outlets that will likely published an article based on the press release sent to them. In addition, try to include supporting multimedia in press release, such as images and graphs. It will help journalists immensely in their job, so they are more likely to pick up your story hence.