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If a brand launches a new product but fails in its campaign, the fault often lies with the lack of buzz generated across different media channels.
Sure, some of the lackluster results can be explained by the overall product quality, but there are plenty of examples of relatively low-quality goods and services generating profits despite the existence of much better alternatives. Why? Because the marketing campaign was successful enough to stand out from the rest.
As far as successful launches go, a press release is considered one of the cornerstones, especially in the initial stages of your campaign.
The purpose of a press release is to attract the attention of various journalists, which translates into different media outlets writing stories and promoting the brand.
Of course, just submitting a press release to random journalists is not enough. And even if a business has good relationships with journalists, a lackluster press release will not suffice.
Ultimately, it is about catching the eye of the right media outlets, and the quality of your press release determines the end results.
Brands that are uncertain how to approach writing a high-quality press release should follow certain steps when preparing one.
Let’s start with the basics. A press release must include these elements:
A press release that is missing the basic elements is less likely to get a response. Rules of thumb have to be followed to present yourself as professional so that press release recipients perceive the brand in a positive light.
The visuals are catchy and easy to process. In a press release, you already have a brand logo (usually in the top-right corner of the release), but a common trend these days is to also supply URLs to high-quality images.
Journalists who receive a release can download images of static products or products in use (if possible).
Less popular than images, videos are also worth a shot, particularly if they focus on reviewing a product. But then again, if the content in a video is not that different from what is mentioned in the press release, then going for redundancies is hardly the right approach.
Speaking of redundancies, you have a finite amount of space in a press release. Thus, get it straight to the point by conveying your message.
A press release has to have a concrete audience, also known as the targeted demographic. Ask the following questions before writing a press release:
The goal is to present the most important details early on so that readers know what the press release is about without spending too much time reading it.
Backing up your statements with statistics is another sure way to make a stronger statement in a press release.
There are plenty of great sources, such as Statista and Office for National Statistics, that you can use. Or, if a business has enough data to make conclusive points across the press release, then using that data is also a consideration.
However, it might be tricky to be persuasive enough in such a case. After all, it is one thing to quote a recognized authority source and another to quote data from the brand that is the one creating the press release.
Brands should not use statements claiming that their product is the best there is. Journalists might find such claims amusing, but it will ultimately lead to them discarding the release because it is the opposite of honest and unbiased.
If you can back up the claims of being “the best,” etc., by presenting various awards, then go for it. However, hyperbolic language is not something to include in press releases. It should be facts instead.
Industry jargon might not seem like that big of a deal since most journalists are smart enough and can do the necessary research when in doubt.
However, the press release itself is later used in media outlets, and covering or quoting certain parts, especially if they are important, can be tricky when the press release has too much industry jargon. Make it simple to understand and try to find synonyms for words, or put extra effort into explanations for clarity.
From a visual and structural point of view, people preparing the press release might not be certain about how the final version should look.
In such cases, the lack of experience can be glossed over by seeking inspiration from past press releases. Plenty of well-known brands can be used as examples. Not to mention that you can find online tools that provide templates.
The last bit of advice is to distribute your press release as much as you can. Of course, this does not mean contacting every single journalist you can find. No, the goal is to find media outlets that are relevant to your business and get in touch with them.
Also, if you do not hear from them, do not hesitate to send follow-ups. Oh, and be sure to answer any questions you receive from the journalists.
Less experienced marketers might not be aware of what can be promoted via press releases. In case of such uncertainties, it is worth looking at some niche examples and using it as a confirmation that your business can benefit from a press release as well.
Announcing a new print on demand store online or a grand opening of a new physical retail store in a specific location is one of the best examples.
Talk about the date and location (website address), who is involved, and what the reason behind such an expansion is.
A change in organizational structure has to be announced for a number of reasons. If the organization is big enough, a press release is to be expected.
Future stakeholders become aware of the situation. Meanwhile, current stakeholders and leadership announce plans for the company.
New leadership is another example of an event that calls for a press release. It is common to see a company announce a change via a press release whenever their company’s face is replaced.
Whether it is due to a planned change or unforeseen circumstances, the public has to be notified.
Bragging a bit about one’s accomplishments is quite common. If there is an opportunity to inform journalists and generate interest while sharing the news, you can bet that organizations will take advantage of press releases.
Getting the word out about a new product launch or an update to a product’s current version is great. You send a reminder to people who are already familiar with the goods and services while also notifying those who are unaware of what your brand offers.
For example, suppose a developer is working on computer software that solves storage problems for users and introduces additional features or support for additional operating systems. In that case, such an upgrade can be enough to justify a press release.
All in all, the tips (and examples) mentioned in this article ought to be enough to give you a general idea of what press releases are about and how to prepare them.
Getting your message across and hooking media outlets requires diligence, but with the right attitude and approach, you can turn your press release into a powerful tool that raises brand awareness.
