A robust digital marketing strategy entails many moving parts and the collaboration of several departments within an organization. One of the most important collaborations in digital marketing is marketing/advertising and PRs. For example, when you want to introduce new deals, offers, or newly launched products or services, PR and marketing teams need to come together and formulate a strategy.
Back in the old days, brands and businesses would market their new offerings through press releases published in a newspaper. This was one of the most expensive ways of marketing in the past. But as the world has shifted to digital marketing practices, it has become a bit cost-effective, yet complex at the same time. If you are wondering if press releases still work in this day and age, then yes. Press releases are still an effective way to communicate the brand’s news, message, offering, and creating awareness. However, the method has changed a bit.
A Brief Introduction To Modern Day Press Releases
You might be familiar with press releases posted in daily newspapers already; the modern press releases aren’t much different. It’s just the channels of their distribution that have changed. They can be published in newspapers as is, but as the newspapers observe a major downfall in the readership, it won’t benefit a business much.
However, posting press releases on digital platforms is a much better option in this day and age. The reason behind that is that millennials prefer online channels for news and updates.
Here is how a modern-day Press Release looks and how it is distributed for marketing and PR purposes.
What Is A Press Release?
A press release in its truest form is a news piece sent out, published, or distributed through media platforms. It is a physical or digital document with newsworthy information, which you share with any media outlet, platform, newspaper, press, or in the form of pamphlets. Mostly, the data is sent out to journalists or PR personnel who create the news out of the press releases and decide the exact strategy for the new release.
In contrast, when we refer to a digital press release or its modern methodology, it is a piece of content published over several forms for content marketing. The content form is optimized for brand awareness and increased visibility over the web.
Why Do You Need To Write A Press Release Even In 2021?
Press releases are one of the most efficient ways to engage with prospects, other businesses, and journalists to get your brand story published and recognized. If you are a brand, company, entrepreneur, marketer, or PR professional looking forward to earning your business remembered in the market, then a “Press Release” is your way forward.
Many businesses try to send cold messages to their customers and are often ignored. The reason behind this is the unethical, straightforward, and informal approach. However, today, customers require more value than ever before, so only making information available for them is not enough.
The need for media and journalism persists in maintaining a level of quality in the market. A piece of news coming from a valued, respectable, and trusted forum will always gain you more respect, attention, and increased worth in the market than a simple message sent out on social media platforms or your website. This is why a press release works as an official statement from the brand and creates a better impact.
Thus, being a brand or a known business requires you to act responsibly and in the most formal way to maintain the dignity of your brand and offer the best. Hence, the most formal approach to announce anything is a highly informational press release with all the information you need to spread in the market or among your clients. However, going for a reputed platform or channel to publish your press release would make a significant difference in building your brand’s credibility.
There are numerous benefits of the press release that are not limited to but include:
Benefits Of A Press Release
- Attracts more audience
- Garners more attention
- Creates brand and product awareness
- It helps you build relationships
- It helps you optimize your content for search engine
- It allows you to build your brand and its reputation in the market
- It enables you to shape public opinion about your brand
Going through the information provided above, you might have understood by now that press releases are a great source of marketing. It is also a robust digital and content marketing strategy even in this day and age, making it an evergreen tactic for businesses to spread valuable newsworthy information among the audience.
Now that you know all about the importance of press releases, here is how you can write an effective press release for a greater and lasting impact on your audience.
How To Write An Effective Press Release
There are numerous factors involved in the curation of an effective press release. And the first one knows when you need a press release.
Decide The Purpose Of Writing Your Press Release
Being a business, you might believe that all the information that goes out to your audience should be a press release. However, it doesn’t work like this, which is why you need to decide when and why you need a press release.
Here is how you can decide when you need one.
- when you want to make an announcement
- when you introduce a new product or service
- when you offer discount
- when you want to launch a previously introduced product or service
- when you want to promote or market a product or service
- when you want publicity or public attention
- when you want to create awareness about a cause
- when you need to make an impact on your audience
- when you want to make an official statement about any allegations directed towards you
- when you create new alliances
- when you end any alliances
- when you collaborate with any brand, personnel, or celebrity
There can be more reasons for writing and publishing a press release, but you have to ensure the information you are about to share is new and unique for your audience. You need to ask yourself three questions for knowing the information you provide offers value and has the power to impact the audience and give you the desired feedback.
- Is it going to impact the audience?
- Is this urgent news and calls for an immediate reaction?
- Is it about something that needs to be recognized?
- Is it something worthy enough that a journalist would like to cover?
The Right Format And Template For Writing An Effective Press Release
When writing an effective press release, it is important to write with a format that most journalists and press release platforms are familiar with. Additionally, it is essential to consider any other guidelines provided by media outlets, PR publishers, or other online platforms to ensure your piece of news will be published timely.
Here is a perfect format you need to follow:
Create A Perfect Headline
Come up with a title that can appeal to the audience, grab their attention, and understand the purpose of the news release. However, it should be clear, concise, and meaningful. Additionally, it should clarify what the press release entails for them.
Provide The Location
Here you need to mention an exact location where the event is going to take place. For example, if there is a product launch, you would need to mention the city where the event will occur, the region where the product is going to launch, or the location where the brand’s head office is located. In most cases, it includes your location and the location where the news will take place.
Create A Strong Lead
The lead is an important part of the press release. Here, you need to create a strong sentence about why your press release is newsworthy and what it offers. The catch here is that you need to cut to the chase and attract the audience through a single sentence.
Build The Body With Necessary Information
This is the part where you will share all the necessary information about the event. In this part, it is important to cover all 5Ws and 1H to provide complete details about the event. To break it down, here is what it means.
5Ws and 1H is a basic strategy for formulating a news piece for any media outlet, platform, or newspaper.
It is essential to cover all 5Ws clearly when formulating the press release. Additionally, the paragraphs and spacing should be in contrast. This means you need to ensure the readability and quality of content, leave enough white space between each section. It’s better to create numerous paragraphs and not avoid large paragraphs to ensure readability. This makes the content and information skimmable.
To make it more newsworthy and valuable, you can add quoted statements from people who attended the event, the PR agents, the marketers, or the CEO of the brand or company. Try to include any information that can add more value to the press release. However, keep it true and informational for the audience.
When it comes to writing a digital press release, there is no typical font requirement. You can follow the guidance from platforms or keep it in simple Arial or Times New Roman font.
Add A Descriptive Yet Concise Boiler Plate
This is the most crucial part of the brand. In this part, you would need to provide a brief introduction to your company. A few words with the necessary information would be best.
However, in this day and age, when creating a press release for digital or content marketing purposes, it would help to hyperlink all your business information. In addition, it will support the optimization of your brand on the web, aid in SEO, and enhance brand visibility on the web.
Provide Contact Person Details
When you send out a press release, you must share your contact details. For example, you can mention the brand or company email, PR personnel’s email/contact number, or media coordinator’s email/contact number. This will help the journalists and authorities contact you to get further information.
A Press Release Template You Can Follow
[Insert A Headline]
[Insert A Strong Lead Sentence]
[Insert DATE], [Inset CITY], [Insert STATE]
[Insert Introductory Paragraph]
[Insert Second Paragraph]
[Insert Third Paragraph]
[Insert Closing Paragraph]
[Insert A Boilerplate]
[Name of Press Contact]
Press release writing and distribution have always played a crucial role in marketing and are still a powerful content marketing tactic for 2021 and beyond. For a business or marketer looking forward to promoting your business, products, or services, writing a press release may significantly help you improve your brand recognition, visibility, and ranking on the SERPs. Beyond that, a press release will enable you to adheres to a strict new writing format that will serve all the intended purposes of marketing, promotions, and informing the media.
However, if you have been unfamiliar with the tactics, this guide will help you get through with some amazing tips on how to write a press release and a perfect template to follow.
If you find it difficult and want a professional touch to your press releases, you can always reach out to us. We at Pro Content Club offer 360-degree content marketing services, which exclusively include press release writing services. So if you have decided your way forward and need our help, call us at +1 347 480 4203 or visit our website procontentclub.com and we would be more than happy to assist you.