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A press release is a written statement informing the public and the media of news, updates, or business events. Businesses can increase their exposure, create buzz, increase traffic, and boost sales with the help of a well-written press release, which enables you to reach a larger audience, build trust with the media, and win over customers. 

The importance of pursuing media coverage with smart press releases for businesses cannot be understated. They are a valuable part of any successful marketing strategy. 

Together with the expert team at Notice Our Biz, let’s discuss what goes into a press release, how to write one that forces a reporter to cover your story, and how to get it in front of the appropriate people.

What is the purpose of a press release?

A press release’s primary goal is to create “media attention” for the company’s news or updates and public interest. Here are some samples and more information about the function of a press release:

• To provide information to the media about an event: One of the main goals of a press release is to provide information to the media and the public regarding a newsworthy event or news story. This could involve the introduction of a new product or service, starting a new company, or making a significant adjustment or advancement within an established organization. The objective is to pique the media’s interest and persuade them to publish a story about it in their news outlets, whether on TV, in a paper, or online.

• Visibility and credibility enhancement: Boosting an organization’s visibility and credibility is another crucial function of a news release. An organization can reach a larger audience and establish itself as an expert by receiving media attention and getting quoted in prestigious outlets. By giving insightful, accurate and timely information about the organization and its activities, press releases can also increase the public’s trust and perception of its credibility.

• To generate media attention and publicity: Finally, a news release’s most crucial goal is to produce media attention and publicity. A company can increase interest and excitement surrounding a noteworthy event or development and, as a result, increase media coverage and visibility by issuing a well-written press release.

Elements of a Press Release

The following are the components of a standard press release:

• Contact information: Stick the contact information of the lead point person right at the left top of the press release (name, email, phone).

• Headline and subheading: That is both attention-grabbing and succinct, summarizing the most critical aspects of the news item or update. Include your newsy angles and hooks, tied with a timely feature, trend or historic significance. 

• Introduction or lead paragraph: A brief introduction that answers the who, what, when, where, and why of the news or update.

• Body #1: The primary text of the press statement that offers additional information and context.

• Quote #1: Quote from a prestigious person or stakeholder (include their relevance or qualification after their name).

• Body #2: Add more data, expectations, and history.

• Quote #2: Closing quote from a prestigious person or stakeholder expressing excitement about the news (include their relevance or qualification after their name).

• Summarize event details: (WHAT:, WHEN:, WHERE:)

• Contact information: The media contact person for the company’s name, email, phone number, and location.

• Boilerplate: A standard paragraph summarizing the company’s background, goals, and accomplishments after a press release.

Pro Tip: Write the release in a way that gives the most information possible in the briefest and most accessible way possible. Include all the information you can, as leaving less work for the reporter to do can help you get a little further in securing coverage for your story.

How to Outline a Press Release That Gets Results

A press release can help you reach the people and media. But how do you make a compelling press release that conveys your point?

• Understand your target first. Whom are you trying to reach, and what details will they want? You can focus on your story’s newsworthiness once you know your target. What are you announcing, and why is it intriguing and relevant to your target audience?

• Use clear, concise writing when writing your news release. Avoid jargon and technical words. Include quotes and supporting material to give your press release credibility and interest.

• Follow the standard news release format to ensure readability. This contains the elements listed above. Before distributing your news release, proofread and edit it.

Distributing Your Press Release

Getting your target audience to see your press release is the next stage after writing a strong one. Your press release can be distributed in several ways, each with benefits and disadvantages. Let’s look more closely at the most popular ways to distribute news releases:

• Using newswire services: Press releases are distributed to media sources by newswire services, a third-party company. These services handle the distribution procedure on your behalf, saving you time and effort. Usually, they provide a variety of distribution choices, from targeted distribution to a particular sector or area to wider distribution to a large number of media outlets. A newswire service can improve your odds of receiving coverage and reaching a larger audience. Although there is no assurance that any media sources will publish your press release, it can also be expensive.

• Directly approaching journalists and media outlets: Directly coming to journalists or media outlets with your press release can take longer, but it can also be more successful if you’re aiming for a particular audience. Do some research to pitch your press release to journalists and media outlets that cover your business or topic. Using this strategy, you can tailor your proposal and raise the likelihood of protecting it. However, it takes more work and might take longer to see benefits.

Related: How to Pitch a Reporter or Media Outlet

• Posting on your website and social media pages: You can boost visibility and increase website traffic by posting your news release on your website and sharing it on your social media pages. Additionally, you can interact with your audience on social media platforms and respond to any queries they might have regarding your news release. In contrast to newswire services or direct pitching, this strategy might be less effective at reaching journalists or media sources.

Your objectives and target audience will determine the best strategy for disseminating your press release. Combining these strategies can help you reach a wider audience and improve coverage odds.

We’re happy you found this article informative! Go back to our blog page to find more marketing tips and tricks to get your business the exposure it deserves to grow to the next level!

Related: What is Notice Our Biz?

Running a business is hard enough without worrying about how you’re going to tell people about it.

Notice Our Biz is a full-service marketing agency that is committed to developing- and executing- marketing plans for businesses that meet their needs, raise brand awareness and authority, and drive conversions. We offer social media, SEO and PR services that authentically and organically builds businesses up with a complete marketing ecosystem that will get them the attention they deserve.

Click here to schedule a FREE consultation to join the business owners already working with Notice Our Biz to help their businesses grow.