When you think PR strategy, the first thing that comes to mind may not be press releases … at least not anymore! Social media platforms have come in hot, and the newswires aren’t as hot as they used to be. But if you’re looking to work with journalists and other members of the media, hear this: Press releases are NOT dead, and you SHOULD use them as part of a well-rounded PR campaign.

Press Releases 101

A press release is an official statement to the public (including members of the media) that lays out the facts of an event, situation, or other newsworthy occasion that people will want or need to know about. Press releases are a great way for businesses to tell their own narrative, without relying on others to do it for them. 

Press releases are written similarly to newspaper articles, with the important who, what, where, when, why, and how questions addressed immediately in the first paragraph. Someone reading a press release should be able to glean the basics easily and without an in-depth read. Details and explanations can follow, but the style should be in the no-frills zone (press releases are not the time to be clever).  

Are Press Releases for You?

Big businesses issue press releases, but what about small businesses and brands? Should YOU issue a press release about your new product or service launch, or should you just spread the word on social media?

If you are publicizing something—like launching a new course, winning an award, or announcing a fresh collab—and you would like for news outlets to pick it up, then yes, press releases are for you. 

Businesses also use press releases to get ahead of negative news, like supply chain issues, controversial personnel changes, and so on. Depending on your business and your audience, this may be a good strategy for you or not, and we highly suggest speaking to an experienced publicist or PR firm to help you decide! 

The Dos and Don’ts of Press Releases

Do

• Keep it basic. Imagine writing an email to a journalist asking for coverage. It’d be short and to the point, right? Same goes for your press release. A journalist just wants the info. She’ll decide based on that info if she’s going to cover you. 
• Include an About paragraph at the end, along with a link to your website. Journalists will thank you when they don’t have to use google to figure out who you are and what your business is.
• Explain why your news is important. In the paragraphs below the first paragraph, after you’ve gotten all the facts out of the way, you can offer your own take on why your news is newsworthy. For instance, it’s an industry first/best option on the market/lowest priced in its category, etc. This should be fact-based and not just big talk.
• Use keywords. Press releases that live on your site are fantastic SEO helpers! 



Don’t

• Write a press release about anything and everything. (PSA: Every new podcast episode doesn’t need a press release.) If you’re not sure what’s truly newsworthy, ask a publicist or PR firm.
• Omit contact info. Journalists like their work to be different than everybody else’s. They often want quotes, more info, etc. Give them the opportunity to ask for more if they want it by including contact info. 
• Include statistics without a source. Journalists love research. If you can include research about your market, do it! But always cite your source, because they’ll be checking. 👀



Press releases can be a great way to own your narrative, to give journalists what they want and need to cover you, and to boost your SEO! Incorporate them *appropriately* into your PR campaign and it’ll pay off.
If you’re ready to start using PR for your own business, book a call with us!