marketers media blog

If you are looking to promote your company, then consider using a press release. A press release remains one of the most effective means of promoting any company, whether it is a new company, an old company that has been rebranded, or simply a new product or service. Press releases guarantee media coverage and increase your customer base.

A press release functions as a news story which you write in third person. The purpose of your press release is to explain something such as a new product, a new service, a change in ownership or management, or an upcoming event. Most of the time a press release is sent through email.

When writing your press release you must pay special attention to the following components:

  • Heading
  • Subheading
  • Lead Paragraph
  • Body
  • Boilerplate

When you format the PR make sure you include the release date as well as the city from where the news is coming. Have contact information in the footer and at the top right hand corner of the PR so that any journalist can inquire further and speak to an informed member of your company.

The heading should function as a hook which grabs the attention of your readers and the potential journalists covering the press release.

The subheading should only mildly expound upon the angle taken in the heading but should not give away too much information which is contained in the text; after all you still want them to keep reading.
 

Your Lead Paragraph

When you write the lead paragraph you must take into consideration that most readers will know nothing about your company. This is why you must include the:

  • Who
  • What
  • Why
  • Where
  • When
  • And how

The first paragraph ought to start with the dateline and/or the city where your news is coming. You want to write so that the main story comes across within this first paragraph. Refer to the inverted pyramid structure used by reporters: place the most significant points of the story at the top and then work your way down to the lesser important parts. This makes sure that anyone who skims the first paragraph still gets the most important information.
 

The Body

In terms of the rest of your press release, you want to back up any claims you made in your heading. This may include quotes from an export source, but be sure to ask permission before printing their quote. Each PR should have at least one quote from a technical expert in the field, or top executive, someone who is knowledgeable. The quote should be used in such a way as to explain how the announcement within your PR makes your company better than your competition—even if you do not mention the competition by name. You can add context and discuss why the event in your PR is important to your market or industry with this quote.

Once this is done you should close with a couple of sentences describing your company and what it is that your company does.
 

Boilerplate

In the end is the boilerplate. It refers to text that you use repeatedly such as an explanation for symbols which were used in the beginning of the PR or the same company information you use at the end of every PR.

Remember that the best press release is one that follows an easy template and sends out a positive and concise message for your company. The best press release uses all multimedia available in a low key yet influential manner so that journalists are your friends.

*Finally, you know well the ways to promote your company with a press release. Why not go for it and start writing now?

About Daniel Tan

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