The press release is a great tool to incorporate into your communication plan. An integral part of press relations, what is it for? When, how and why should we write and distribute information in this format? When it comes to the event announcement press release then it is for sure that one needs to be specific with it.
Do you have an announcement to make? Are you launching a new product on the market? Do you want to share the good results of your business? Do a market study? Has your brand image been damaged and you want to react quickly?
It may well be that the press release also called CP in the middle is a great ally for you. General or specialized press, bloggers and other social media influencers are all avenues to be exploited to disseminate information to a target audience.
What Is A Press Release Used For?
This relatively short document is an interesting lever to make your company known, to communicate on a particular event, to launch marketing actions, to present a product, to establish your image, to stand out from the competition, to develop your notoriety, etc. with journalists or influencers who will relay the information transmitted.
Prized by large companies, the press release is often ignored or shunned especially by SMEs. Yet it is indeed an element which is an integral part of press relations and which has its place in the communication plan of any company, whatever it may be, especially in terms of digital marketing. Indeed, despite the advent of social networks, CP remains the most popular format for journalists.
How to Write a Press Release?
First and foremost, it is important to keep in mind that writing and distributing such a press release is part of your communication strategy, whether on the marketing side to promote a new product or service, or purely strategic when it is about announcing a merger or a fundraising, for example.
The first step is to convince your interlocutor to disseminate your press release on their communication channels. You must as well make him want to browse your post. The form is therefore as important as the content.
Define Your Subject and Your Goal
It may sound obvious, but it’s an essential step that deserves your attention. Take the time to think about the message you want to spread as well as your final objective: do you want to launch a product, communicate about a recent fundraising, announce a diversification, a change of logo, etc.?
What is the goal of your approach? Who is the audience you are targeting through this publication (potential customers, investors, competitors, etc.)? Which media will you send your PR to (general press or specialized press)?
Find an Original Angle of Approach
Find an attractive title and a catchy catch of a few lines that sums up the message you want to convey without revealing everything, but enough to arouse curiosity.
Structure Your Press Release
Introduction: this is what you write at the top of your document and which aims to present your release very succinctly (note here that it is a press release and not in the subject of your email thus as your company name or logo (this will quickly identify the source of the information) and the date.
Title: clear and explicit, it must imperatively reflect the content of your press release while being eye-catching.
Body (content): develop your message using the method mentioned above. Use catchy titles for each big idea (1 paragraph per idea makes it easier to read), determine a common thread. The storytelling can be a good approach to keep the attention and interest of your reader. Include visuals (illustrations, photos, graphics) if necessary.
Closing: address here the practical details (presentation of your company, slogan, website, name and contact details, price, terms, etc.).