Most people have either read a press release or, at the very least, understand its purpose. However, many people do not know that different types of press release are recommended for different business announcements. Whether you are hosting an upcoming event, hiring a new member into your team, announcing the launch of a new product, or anything in between, press releases are a good way to get the word out there. The key to writing an effective press release is to use the right press release format for your announcement.
Regardless of the type of announcement you are making, a press release will fit your marketing needs. This article will look at the different kinds of press releases and when to use them.
The most basic component of a press release is the dateline. Before we dive into that, it is essential to remember that formatting for every different press release should be the same. When it comes to formatting, a press release should have a compelling headline that captures the attention of journalists and readers while also providing an overview of why its content is newsworthy. This should be the first line of the press release, and keeping your headline clear is essential so that readers are aware of the relevance of your announcement.
Regardless of when you plan to send the press release out, it should include the phrase “For Immediate Release” to emphasize its importance. Other essential components of a press release include contact information, a lead paragraph that answers all the crucial questions, supporting paragraphs, boilerplate, necessary quotes from major people in the company, and a call to action. Digital storytelling is evolving and press releases are part of this evolution.
Let us now look at the press releases you can use for different announcements.
1) Event Press Release
An event press release is used by businesses to announce a newsworthy event that they are hosting, attending, or sponsoring. They are designed to raise awareness among the general public and encourage the media to attend or cover the event. It can also be used as a form of invitation for media professionals to cover a company’s involvement in the event. For this reason, the timing for this type of release is essential.
To increase attendance for an event with a press release, you need to distribute it well in advance of the event itself. This gives the public and media professionals time to add the event to their schedule and begin preparations.
The details should include the what, when, where, why, who, and how of the event. This press release needs to clearly and concisely describe what the event is about, where and when it will take place, who will be involved, and how people can get admission into it. A great way to provide clarity, in this case, would be to use bullet points or lists. Additionally, to increase media attendance, the press release should include up-to-date contact information so that readers know whom they need to contact if they want to sign up. Alternatively, you can include a hyperlink that directs people to a sign-up form.
Finally, a successful event press release should also explain to people why the event is worth attending. It needs to explain what makes the event the best of its kind and how attendees will benefit. By emphasizing its value, you can drive intrigue and attendance.
2) Product Press Release
Even large conglomerates like Apple, Google, and Amazon continue to use press releases to launch a new product or upgrade. A product press release offers just enough information to intrigue media professionals and the public to try the new product or feature themselves. It should announce something new in the industry and explain what makes it different.
A great way to figure out what to add to a product press release is to create a list of the product’s newsworthy features. From there, writers can cross out all the product features that are similar to what competitors are offering, and whatever is left should be the focus of the press release. Ideally, a successful product press release needs to include the features that set it apart and highlight its benefits. By highlighting the benefits to consumers, you can give media representatives a reason to write about your product and provide them with the information they need to write a story their readers will appreciate.
Given that brands are launching new products and features daily, the hype for a new product may not be long-lasting. For this reason, much like an event press release, timing is crucial. It is advisable to distribute a product press release a few days before the actual launch date, giving journalists enough time to create a story and develop hype.
3) Rebranding Press Release
Rebranding can be an exciting initiative for any company because it means changing your corporate image. However, many consumers can find change unsettling and prefer what is familiar, consistent, and known. For this reason, regardless of what may have prompted the rebrand, it is essential that you communicate clearly with your existing customers and stakeholders and explain what they can expect from the change. Essentially, you need to reduce the fear of the unknown through clear communication about what people should expect.
A rebranding press release is great for this situation because it allows you to compile all the necessary information necessary into one document and distribute it widely. This includes details like new pricing models; audiences served, products or features offered, and new brand look. It should also tell a positive story about the rebranding process to create excitement rather than fear and explain how it will benefit customers.
4) New Hire Press Release
Companies generally use new hire press releases to announce significant leadership changes. They are created to build credibility for a business by positioning it as a sought-after employer and building trust in their employees’ expertise. Additionally, they typically focus on high-level executives and act as a formal announcement to inform customers, investors, and the general public of the new hire.
In order to ensure that this type of release is newsworthy, the new hire should benefit a company’s stakeholders by improving the company’s position in the industry.
A new hire press release should provide information about what made the person stand out from other candidates, what companies they previously worked for, and their accomplishments throughout their career. Additionally, it should discuss their role and key responsibilities in addition to how their contributions can benefit stakeholders. For added credibility, it is advisable to include a quote from a high-level executive demonstrating excitement about the new hire and a similar quote from the new hire.
5) Charitable Initiative Press Release
Charitable Initiatives are an excellent way to show your customers that you care about more than just profit. A charitable initiative press release is your opportunity to show your audience that you are concerned with more than just the bottom line. A press release of this kind also gives your customers an inside look into your company culture. With negative news dominating headlines globally, the media and the general public love reading a feel-good story. For this reason, featuring the charitable work that your company has done is a feasible way to earn some media coverage.
While it can be exciting and easy to brag about the efforts being made, it is important not to sound overly promotional and tread cautiously. To craft an effective charitable initiative press release, it should have a high-level description of the work that is being done by the company and also rally others to get behind the cause.
In addition to the necessary details and critical components of a press release, writers should include details that will excite their readers and intrigue the media. This information should include the number of people that helped with the charitable initiative, the hours worked, and the money earned. If the event has not happened yet, the information should include what you hope to achieve. Quotes are essential in any press release and they can be especially beneficial in a charitable initiative. Providing a quote from an executive in the company or a quote from the organization that is helping humanizes the company. This can help pull at heartstrings and encourage media professionals to create a story and the public to help out.
6) Partnership Press Release
Rebranding and partnerships can frequently mean significant changes for a company, changes that affect stakeholders and customers. As with a rebranding press release, the main goal of a partnership press release is to inform your company’s audience of all upcoming changes and eliminate the fear of the unknown. This press release should focus on creating excitement around the positive changes that the partnership can bring to everyone.
What differentiates a partnership press release from a rebranding one is that each partner has built and developed relationships with their customer base. For this reason, it can be a little bit more tricky to write this press release. After all, a press release writer would need to create one that appeals to both parties. Fortunately, by aligning values, both parties can communicate exactly what their customers can expect. What’s more, both brands can take advantage of each other’s audiences to gain even more exposure. Both parties benefit from a partnership, and the press release should do the same.
To write a successful partnership press release, you need to be sure to include your “why” and your “what” to clearly explain why the partnership decision was made and what is going to change or improve. It is also an excellent opportunity for you to delight your customers with the new features, services, or experiences that they will gain access to through the partnership.
While writing a press release is not rocket science, it can be challenging to compile all the necessary information and write it in an unique and compelling way. If you need help with this, worry not. The PR professionals at Pressfarm specialize in crafting professional press releases that can attract media attention and inspire your target audience.
In addition to creating professional press releases, the Pressfarm team can also distribute these press releases widely within your niche. The expert writers are skilled at writing and placing engaging guest posts for brand across different industries. Moreover, the certified designers have what it takes to create an eye-catching media kit that helps you stand out from your competitors.
By submitting your content to the right media outlets and startup directories, Pressfarm can boost your online visibility and make sure you rank in relevant search results across different search engines. Finallly, the Pressfarm account executive creates custom media lists for each client. When combined with the Pressfarm media database of 1 million+ journalists, bloggers and influencers, these media lists can help you to connect with the best thought leaders in your industry.