Now with your defined new story, the next step is to get your story out, which is communicated through something called a press release, which you as a business will need to create and draft. The press release is one of the main components of PR and there is a common phrase in PR, which is that your press release will need to be “attention grabbing.”
Press releases are also referred to as a news release and is the medium that you send your story to the media. A good press release adds values to your brand and business, from helping to grow brand identity to strengthening your image as an industry thought leader, and allows for exclusivity.
We are going to look at the relevance of the press release and, importantly, find out how to write and format one using an example. I will also expand on the difference between a press statement/announcement, which is different from a release, and finally how to distribute your press release. The key thing to remember is not to be daunted. I often describe them as short, snappy letters to the media, without the “dear” salutations, and they become easier to write with practice.
Before we look at how to write and put a press release together, it is important that we put the press release into context into today’s digital world. About 20 years ago the press release was the only way that PR professionals could send out their story to the media. However, things are changing, and social media has influenced this change and there is some evidence that the news release is in decline.
A report by two influential media organizations, who together surveyed more than 500 journalists revealed that that 53 percent in the United States and 41 percent outside the United States do not use press releases to find new story ideas (Muck Rack and Zeno Group 2018).
The survey also revealed that only three percent of journalists globally said that they relied heavily on them. This report also showed that sending press releases is not entirely a fruitless activity. While 21 percent of journalists based in the United States and 36 percent of journalists based outside the United States said they “somewhat” rely on press releases, 16 percent of journalists globally use press releases. Well-written and properly formatted press releases serve as brand identifiers for your business or organization. So, with this statistic in mind how do you draft one?
How to Write a Press Release—Format and Style
Like everything in life, writing a press release is easy, when you know how. The written style is simple sentences that give information to a journalist, blogger, or perhaps a trade event or event organizer about your news story. There are certain elements of a release:
• Press Release Template
Most organizations create a simple template for their press releases that can be done as a word document. It means that the term “Press Release” or “Media Release” is clearly stated, so that the media understand it is a press release and know it holds a news story.
• Logo and Branding
At the very top of the press release is the opportunity to include your logo and brand the press release.
• Date/Timing
Depending on the news story you will need to decide the timing of your story, so the journalist/media influencer clearly understands when they can publish the story. There are two options; if your news story is not time-sensitive and the media can publish your story immediately, you will state near the date, “For Immediate Release.”
However, if your news story cannot be published immediately, then you will need to reference it and say, “Embargoed,” stating what date and time it can be used. Embargoed press releases are usually used for reports and surveys that will be published in the future. Once a journalist sees an “embargoed release,” if interested in the news story, they will contact you to agree and coordinate a date and time of when they would like to publish the story. Occasionally, if the news story is really strong and the media or journalist is very high profile, an embargo can be broken and the story can be published in advance. This story is called an “exclusive” and only that particular high-profile media or journalist will run the story with your agreement that you will not allow another journalist or media outlet to publish the story in advance of the embargo.
This is how the media and high-profile journalists raise their own profiles by recognizing strong stories and running them exclusively.
• Contact Details
At the top of the press release you also need to include the contact details of who the media can immediately contact for more information about the news story; and if you are a small business or organization, this could be someone in your team who fully understands the story, as you may not want to be inundated with all media requests for information. Once, the appropriate person has been identified, their name along with their direct e-mail and a direct phone number are added to the release. If a journalist is running against the clock, nothing frustrates them more if they cannot find the contact details or that the person dealing with the news story is not available.
• Press Release Title
Every press release needs a strong, effective title. They do not need to be clever, but if possible to be engaging in order to attract the attention of the journalist or media influencer. Remember your press release is not the only release hitting the in-box of a journalist or news desk. Sometimes just stating what it is about is good enough.
• The Press Release’s First Paragraph
The first paragraph of a press release is key and there is a PR golden rule that it should include the “Five W’s” of “who, what, where, when and why.” Those five questions should be answered in the opening statement of a press release, so a busy journalist can read it quickly and find out everything that they need to in that one read.
• The Body of the Release
The rest of the press release goes on to explain the fuller and more detailed story, using any quotes and data. If your press release runs to more than one typed page, indicate this on the release at the bottom saying in bold text “More Follows or “MF” and insert the press release on the subsequent page(s) with the page number in brackets so the journalist immediately knows what page they are reading and if anything is missing.
• Notes to Editors
There is something called “notes to editors,” which is at the very end of the press release and are short factual bullet points where the journalist can immediately know who to contact for more information with their contact details, what website to look at, and anything else relevant to the news story.
Figures 3.1 and 3.2 provide press releases that break over two pages, the purpose of the story announces the UK’s national curry award.
Figures 3.1 Example of press release
Figures 3.1 (Continued)
Figure 3.2 Example of longer press release with editor notes
What is a Press Statement?
There is a distinct difference between a press release and a press statement. We now know that a press release is issued in relation to a news story, while a press statement is released in reaction to an event or occurrence.
A press statement is short, contained, and to the point. It can be a brief explanation, a pithy quote, or a response to the news about you. A statement is instant and can be released much more quickly than a traditional press release. It also holds contact information for follow-up.
Press statements are usually made by governments or large corporates to protect their reputations, and may be drafted in consultation with their legal teams. These days’ press statements are also issued on social media, particularly by celebrities to protect their brands.
If you are ever in the position of making a statement, do select your words carefully and, if unsure about something, consult with your legal counsel before you make a public announcement.
Here is an example of a press statement made by Ja Rule in connection with the now infamous Fyre music festival on Twitter. He was associated with the festival, which was a product of Fyre Media, a booking company from rapper Ja Rule and his tech partner Billy McFarland
(@Ruleyork 2017):
We are working right now on getting every one of the island SAFE that is my immediate concern…[sic] I will make a statement soon I’m heartbroken at this moment my partners and I wanted this to be an amazing event it was NOT A SCAM as everyone is reporting I don’t know how everything went so left but I am working to make it right by making sure everyone is refunded…I truly apologize as this is NOT MY FAULT…but I’m taking responsibility I’m deeply sorry to everyone who was inconvenienced by this…
Press Release Distribution
So, you are now ready to send out your news story and there are ways to do this; if your press release is for your local or trade media, you can easily search for your local or trade press online and e-mail out your press release.
Make sure you share it via your social media channels, so tweet it out, out it on your Facebook page, and of course your business website.
If your press release is national or global, then if you have the budget you could think about investing in buying the services of press release distribution outlet. A press release distribution service will have a complete database of all the media relevant to your news story in your region, country, and globally. There are many such services and can be found online and it is worth shopping around.
Depending on the number of press releases you are sending out a month or year, you can have subscription services and is one to think about.
Summary
Everything you do in PR has a purpose, and the press release is an important vehicle to communicate your business news message to the media. They have a hidden power, where the key to drafting press releases well, is to focus them on newsworthy events. They are great for sharing timely, relevant news such as an event or a product launch. Press releases are practical and informative; there is no need for creative writing skills. Instead, it is about providing the facts about your business story in a clear and easy-to-read format; where the more you do them, the easier they become to write. While they may sound old-fashioned, they still have a place in today’s high-tech news world. They go alongside the rise of social media stars and celebrity endorsements, which is the focus of Chapter 4, “Social Media Influencers and Celebrity Endorsements.” Whether we admit it to ourselves or not, we can all become a little starstruck and, in business, high-profile personalities can add value to our brands, our news stories, events, and campaigns.