What's a press release? Pro guide to maximizing impact

Many people may think of a press release as a document companies send out to make a statement after a controversy or to announce a change in leadership. Press releases can certainly be used in this way, but they are much, much more than that and can make or break a company’s reputation and reach. Find out here what press releases really are and how to utilize them to maximize your impact. 

So, what is a press release?

At the base level, a press release is a document that provides an announcement or key information from a company. It could feature a variety of messages, such as:

• Release of a new product or feature
• Publication of a study or new data 
• Announcement of new funding or partners 
• Launch of a company
• Notification of a new executive or board member

But it’s really best to think of it simply as a prime opportunity to share exciting news. Your company is doing great things, and the world needs to know! If you get the news in the right hands, it can feature in all types of media, boosting your company’s influence and reputation. 

What’s special about it? 

Press releases are a great — and often rare — opportunity for a company to communicate an announcement in its own words. News coverage of a company is often written by third parties, and the content is out of the company's hands. With a press release, the company can fully control the messaging and information that is included in an important announcement to give the best angle possible. 

Companies can fine-tune press releases to be of the highest interest to journalists and the media. A good press release should catch the attention of the media, providing everything they need to know about the announcement in a succinct and interesting way. 

They can also help with search engine optimization (SEO), building a company’s reputation, and strengthening media relations. 

Reaching the media through pitching

A press releases is one of the most important pieces of information shared between the media and the PR team. Media materials, which include things like press releases, info sheets, and images, provide the media with everything they need to write a compelling story about the company’s news. Journalists are familiar with press releases and their format, making them a key method of delivering the most important information.

So how does the media get the press release? Pitching is the most important tool in a PR pro’s belt to get the job done.

Pitching involves sending out press releases to a well-curated media list with a personalized message, explaining how the story is relevant and interesting to each contact’s individual audience. Pitching allows the company to target individual media that they’d most like to reach. It is more personalized and is a great way to curate lasting relationships. This method relies on journalists’ interest in the topic; if the topic doesn’t catch their attention, little or no coverage of the announcement may appear. 

Distributing a press release by wire 

Another way to distribute a press release is over the wire. To send a wire, the team first needs to decide on a service that fits their needs. Then select a distribution list (business media, UK media, etc.) to push the press release to. It’s important to note this is a paid service to distribute the press release en masse. Publication from wires is not earned media but a copy-and-paste of the press release published on news sites that have reserved spaces for wire releases. This direct copy can aid in search engine optimization (SEO) but lacks the credibility offered by an article written by a journalist based on a press release will have.

Additionally, wire releases do nothing to strengthen media relationships or build up a rapport for organic coverage. They can be, however, a great option for when an announcement might not be of interest to journalists or offer value to their readers, such as more promotional announcements of a new hire or award recognition. Wires will get the news out there regardless. 

What should a press release include?

Each press release will look different, but there are some common considerations to keep in mind. Usually, a press release includes:

• Company logo 
• Date and location of the release
• Key information about the announcement (keep it to under a page!)
• Information on where to find out more
• Quotes from relevant people (company execs, investors, key users, etc.)
• Numbers: facts or figures that bring color to the text 
• Photos to illustrate the information shared  
• Contact information of the PR team or media spokesperson 

It’s also important to contextualize the message. Is the new product in response to a particular need? Does the new data impact other areas? The announcement doesn’t just matter to the company, so it shows why everyone else should care. Demonstrate why it is important here and now. 

What tone of voice should be used?

There are a million different ways to stylize a press release. Should it be formal and use high-level business language? Should it use slang and be conversational? The truth is, it can really be whatever best fits the messaging and audience. But remember, simplicity and authenticity are always valued, so stay away from overused buzzwords and jargon. Usually, a press release will fit the company’s brand style guide, but other than that, there are no hard rules. 

If your press release is about a product for Gen Z, for example, you can consider using less formal language and terms. But for a business funding announcement, you might consider technical terms and a formal tone. It comes down to analyzing the announcement, your audience, and your goals. 

Who manages press releases?

Managing all this, from collecting information to crafting the press release, choosing the right distribution channels, and pitching it out, sounds a bit overwhelming, it can be! It takes careful planning and top-notch PR skills to execute a successful press release. That’s why many companies turn to PR agencies like SlicedBrand to handle this important task. With the right team behind the work, press releases can help you reap serious rewards from your key announcements.