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About this lesson
A Press Release is a one or two page document stating newsworthy information about a company, product, or high profile person which can be distributed through different media channels. It is used both as a public relations and a marketing tool.
Download this lesson’s related exercise files.What is a Press Release?.docx
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What is a Press Release
A press release is a one or two page document stating newsworthy information about a company, organization, product or high-profile person, which can be distributed through different media channels. It is used both as a public relations and a marketing tool.
When to use
A Press Release is appropriate to announce a change within an organization or business (e.g. a new member being added to the board of directors, a change in top management, moving office location), an event (e.g. product launches, business functions, charity events), some news (e.g. a new service provided by your company, the latest trends in the market, crisis management).
A good press release should include all of the following 15 elements:
- the brand (either a company letterhead or logo)
- the contact information (easily contact someone responsible in your company)
- the release time (“for immediate release’ or ‘hold until…’)
- the headline or title (about 8 words)
- the subhead (more information that didn’t fit in the headline)
- the body of the press release opens with the dateline (which must be appropriately formatted) followed by the lead paragraph (an opening sentence that gets readers’ attention)
- the main body of the press release comes next and includes:
- one or more quotes (either by a person who works closely with the product or by a business leader such as the CEO or Director). These supporting statements add a human element to the press release.
- The description of the event, product, or piece of news (which provides further information)
- The closing paragraph which includes one or more calls to action (such as ‘register for this event ‘or ‘find out more details about this product’ with appropriately placed links)
- At the end, include the boilerplate, a section about your company (with a link to company website).
- For extra oomph, press releases often contain either photographs or media footage, or both.
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