How to Write an Effective Press Release

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During the lifetime of your website, you might have to share important information. Besides social media, what can you do to share information credibly and efficiently? Did you ever think about writing a press release? It is not only used by big businesses across the world, on the contrary. Here is why and how to write an effective press release. It is a more relevant communication tool than you might think!

Why write a press release?

To begin with, why would you need to write a press release? In which circumstances? Whether you have a website for your business, a blog, or an online store, there are many reasons why it would be relevant to write a press release. Indeed, you can send a press release when you have something to announce. It can be the arrival of new products, new partners, a prize nomination, a special event, or even to reply to a negative situation.

For example, if you have a website for your business, you could write a press release to announce that you have won a prestigious prize or that you are now present in a new market or country. If you have a blog, you can report your recent stats or present the new collaborators joining your team. If you have an online store, you could announce the creation of a temporary boutique or a change regarding your materials in order to be more eco-friendly. You can also write a press release to present your new website or brand. In sum, as mentioned above, there are dozen of reasons why it can be interesting to write a press release, even if you have a small business!

Press releases are there to inform about major changes. Of course, there are way more formal than a simple social media post. Its main purpose is that the receiver shares the information with a large group of people.

Who should receive your press release?

Now that you know how important press releases can be, who should receive them? You need to send them to relevant people. If you send your press release to the most popular newsletter in the country, you will likely not have any feedback, especially if their guidelines are not related to your domain.

Here is our tip: be relevant. You can send your press release to local journalists, bloggers, or event influencers. If you are a member of an association, a chamber of commerce, or a group, contact them could also be relevant. Ask yourself who would be interested in your announcement. Of course, you will not have the same target audience if you announce the creation of a new shop for teenagers as if your business just bought another one in a specific field.

How to write your press release

If it is your first press release, do not panic. Here are a few steps that will help you write a relevant text that will interest your recipients.

1- Find your subject

A press release is used to announce something important or a major change. Consequently, you need something to report. Also, think above the main goal of your text: is it to inform, have new clients, improve your image?

2- Target the right audience

Who is your press release for? Who would be interested in knowing more about it? Would it be for your local business association or the followers of a popular influencer? You will need to choose the recipients according to the target audience and do some research. For example, you can target journalists who wrote on topics related to yours in the past.

3- Look professional

In general, press releases must not be more than one page. You must then summarize your content and have a professional look. Consequently, it is the right time to use your company logo in the header.

4- The right content for your press release

What content should we find on a press release? First, there is the date, place, and title. Your title must be catchy if you want to have the best possible odds to be published. Then, you have the first paragraph where you must explain in a few lines what your press release is about (think about what, when, where, who, why, and how). The second paragraph is there to give additional details. Look for interesting elements, but do not make the error of exaggerating the facts. 

Here is a little tip: stay brief and straightforward. The recipient will contact you if more information is needed. Furthermore, proofread your text much time to avoid any spelling mistakes. This could harm your press release credibility a lot.

End your press release with greetings, and do not forget to add your contact info if the recipient wants to communicate with you. Moreover, it is also important to tell if your announcement can be shared immediately or at a specific time. If needed, there are many press release examples available online if you need some inspiration.

5- Send your press release

Once your press release is written and proofread, it is time to send it. Look for contact info and send your press release by email. It is possible that you do not receive any answer immediately since journalists receive hundreds of press releases every week. You can start by contacting local media (newspapers, radio stations) and associations related to your field. Also, contrary to what one may think, it is recommended not to contact the recipients after sending your press release. Instead, choose to have a delivery confirmation with your mailing system.

In conclusion, press releases are not only used by multinational companies. They are a communication tool that can help you share important information or announcements. If you want to learn more about communication in general, find out what our community manager’s social media management tips are. We wish you the best!