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How to Write the Best Press Releases With Examples and Templates Every marketer should know how to write an effective press release. They’re essential for ensuring the media and public know your latest news. Plus, they can be cost-effective. Aside from paid distribution, they only cost your time to write. However, you need to know how to write them well. Journalists are extremely busy and only respond to the best pitches they receive. If you send something sub-par, it will get deleted. Fortunately, if you spend the time to get it right, you can tilt the odds in your favor. In this post, you’ll learn.
Table of Contents: • Why Should My Business Send Press Releases? • When Should I Send a Press Release? • What Should a Press Release Include? • Where Can I Find Free Press Release Templates? • Example of a Press Release Outline • Five Visual Press Release Examples • Five Basic PR Writing Tips • Formatting Steps • Distribution Tactics • Where Should You Send Your Press Releases?
Get Your Press Release Templates Don’t write releases from scratch! Instead, use this free template to make sure you nail the formatting every time. Plus, snag Press Release Template (Word): Take the hassle out of writing and formatting press releases with six different templates. Press Release Pitch Template: When you send a press release, you might also need to send a pitch email. Use this template for that. All of which will help you format and create killer press releases quickly and efficiently.
Browse 21 More Press Releases Samples and Examples Apple: "Apple Adds Earth Day Donations to Trade-in and Recycling Program Associated Press: AP and Red Bull Media Collaborate to Provide Premium Sports, Music, and Lifestyle Content Starbucks: Veterans, Caregivers Find New Direction At Dog Tag Bakery Fender: Fender Celebrates 60 Years of Jazzmaster Innovation Modcloth: Modcloth Breaks Up With Black Friday Vans: Vans Partners With Positive Vibe Warriors Foundation to Help Educate Youth Communities Around the World Amazon: Buckle Up, Prime Members: Amazon Launches In-Car Delivery Barkbox: New Barkbox Study Finds That Humans Lean On Their Pups to Get Through the Holidays Target: Ten Emerging Beauty Brands Kick Off This Year's Target Takeoff Accelerator Program in Minneapolis New York Public Library: The New York Public Library Announces 2018 Young Lions Fiction Award Finalists Microsoft: Microsoft Build Highlights New Opportunity For Developers, at the Edge and in the Cloud Adobe: Adobe Launches Spark With Premium Features For Every Student, Free of Charge Major League Baseball: MLB Announces 'Honorary Bat Girls' For All 30 MLB Clubs in Advance of Mother's Day Salesforce: Dropbox and Salesforce Announce Strategic Partnership Home Depot: The Home Depot to Hire 1,000 Technology Professionals NBC Universal: NBC's Breakout Summer Sensation 'World of Dance' Glides to a Season 3 Renewal Twitter: Q1 2018 Letter to Shareholders United Way: United Way Helped More Than 2 Million Youth Prepare For College, Work, Life Electronic Arts: EA and Maxis Invite Players to Play with Life in The Sims Mobile Wistia: Wistia Launches Soapbox to Make Professional Communications Easy with Video Canva: Canva Raises $40M Round to Earn Unicorn Title
What is a Press Release, Anyway? News releases are usually one or two-page documents that share breaking news with the public. They're typically read by journalists, but sometimes general audiences might stumble upon them, too. Typically, they emulate a news article format, using the reverse pyramid to place the most important information first.
Why Should My Business Send Press Releases? • Organizations of all sizes use press releases to achieve all sorts of goals. Some common objectives include: • To get media coverage. This would be when your company releases a new product or feature. • To build your brand’s reputation. Maybe you’re re-launching your brand image and want more people to know. • To manage a crisis. When things go wrong, it's often beneficial to break the story yourself first. • To build back links from trusted media sites. This could be when you publish a new e-book, report or blog and you want a reputable source to link back to the information. • As a cost-effective way to market your organization. A well-written press release can help garner public attention due to news coverage.
When Should I Send a Press Release? • Any time you have something newsworthy to share. This includes: • Breaking news announcements: News outlets want to be first to cover news when it breaks. So, lend them a helping hand. • Product launches: New products often make for good news pieces. • Events: These can offer reporters something timely and interesting to share with their audiences. • Partnerships: If you team up with another interesting company, the news may want to know. • Sharing research: Unique data and original insights are always interesting. • Awards: Don't be afraid to talk yourself up (a little bit). • Hiring new executives: At larger organizations, this can be considered important news. • Crisis management: When something bad happens, it's best to get in front of it (before someone else does). • Make sure you have something your audience (and the media's audience) will care about. This will dramatically increase the odds that your release will earn coverage.
What Information and Content Should a Release Include? • Here’s what you should include in your press releases: • Headline: Be sure to make it clear why your story is interesting and important. • Press Contact: How can the media get in touch with you? • City, State, Location: Where are you, and where is your news happening? • Body copy: Order information by level of importance. • Boiler Plate: What's your organization all about?
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