What Is A Press Release? Everything You Need To Know About Press Releases

June 30, 2022
What is a press release? Everything you need to know about Press releases

You’ve probably heard the term “press release” before and wondered what it meant or why it is essential. This blog post will discuss everything you need to know about press releases! We will talk about the importance of press releases, and different types of press releases. Plus, we will give you tips on creating effective press releases that will help your business succeed!

What Is A Press Release?

A press release is also known as a news release, a media release, or a press statement. It is an official statement by a company or organization to the news media. A press release is designed as a communication tool to announce important news and provide information about the organization or individual issuing the statement. It usually contains all the essential information reporters need, such as who, what, when, where, and why.

Press releases can be used to announce new products, services, events, personnel changes, or any other type of newsworthy information and can even be beneficial in increasing exposure.

It is usually written by a public relations (PR) professional and sent to media outlets, such as newspapers, magazines, radio stations, and television stations, which are then broadcasted to the masses.

What A Press Release Is Not

A press release is not an advertisement, a pitch, or a sales letter. It’s also not a guarantee that the media will pick up your story. It should not be too promotional and instead focus on providing accurate and newsworthy information.

The most important thing to remember when writing a press release is to make sure it is newsworthy and to write it objectively without bias. The goal is to inform the reader, not sell them your product or service.

Reasons For A Press Release

There are many reasons a company or organization might issue a press release. Some of the most common reasons include:

  • To announce new products or services
  • To declare an upcoming event
  • To share newsworthy information
  • To generate publicity and increase exposure
  • To improve relationships with the media and other stakeholders

A press release is typically issued to the media, which broadcasts it to the masses. It can be sent directly to media outlets or through a wire service, such as the Associated Press (AP).

Press Release Template

Writing a press release is vital for your business and should be done well. Below is a traditional press release format;

1. Attention-grabbing Headline

The headline is essential to a press release; you need a catchy headline to attract your reader’s attention.

2. A Lead

The lead, or first paragraph, should be concise and explain the press release. The lead should be no more than two or three sentences long, with the main information already in the first sentence.


Include quotes from company representatives, customers, or experts to add credibility and support your claims.

When using quotes, be sure to attribute them correctly. If you’re having trouble coming up with quotes, try reaching out to customers or experts in your industry for their thoughts on your product or service.

4. Boilerplate

The boilerplate is a short paragraph that contains information about your company, such as its history, mission statement, or contact information.

5. Media Contact Information

Include the name, phone number, and email address of the person who reporters can contact for more information.

This should be included at the end of the press release so that reporters know who to contact if they have any questions.

6. Call To Action

Include a call to action (CTA) at the end of the press release to encourage reporters and readers to take some action.

A call to action (CTA) can be anything from “For more information, please visit our website” to “To schedule an interview, please contact XYZ Company at info@xyzcompany.com.” Just be sure to include a call to action (CTA) so that readers know what to do next.

7. Embargo

An embargo is a request to reporters that they do not publish the contents of a press release until the desired release date.

This is typically used when there is time-sensitive information in the press release, such as an upcoming event. If you have an embargo, include it at the top of the press release so that reporters know not to publish it until the specified date and time.

Characteristics Of A Good Press Release

While having a standard press release format to guide your content is beneficial, it should be accompanied by proper writing guidelines. A good press release should be:

Newsworthy: Be sure to include only genuinely newsworthy information that will interest reporters and the general public.

Timely: Include information that is timely and relevant to current events.

Objective: Write objectively and unbiasedly without any promotional language or bias.

Well written: Proofread and edit your press release for grammar, spelling, and punctuation errors.

Factually true: The press release has to be accurate, not misleading, or contain false information.

Clear and concise: Get to the point quickly and avoid using unnecessary jargon or technical terms.

Importance Of A Press Release

While press releases may appear to be a lot of work, they are still very relevant today. Below, we list reasons why press releases are important:

1. It Helps Increase Exposure And Create Awareness

A press release can help you reach a wider audience and generate buzz around your product or service. By issuing a press release, you’re essentially getting free advertising. If your press release is picked up by relevant media outlets, you have the potential to reach thousands – even millions – of people.

This increased exposure can help you attract new customers and grow your business. In addition, a press release can help create awareness for a new product or service. If you’re launching something new, issuing a press release is a great way to generate buzz and get people talking about what you’re offering.

2. They Establish Credibility And Help You Control The Narrative

When you issue a press release, you are effectively taking control of the narrative around your product or service. You can use this opportunity to share your story and position yourself as an authority in your industry. This is especially important if you’re a new business or launching a new product. A well-crafted press release can help you build credibility with potential customers and partners.

Journalists are more likely to cover a story if it comes from a credible source. If you can position yourself as an expert on the topic, you’re more likely to get media attention.

In addition, by sharing your story through a press release, you can control the narrative around your product or service. This is your chance to share your message with the world, so make sure it’s clear and concise.

3. A Press Release Can Help Build SEO Traffic

One of the benefits of issuing a press release is the potential SEO value. When you issue a press release, you have the opportunity to include keywords and backlinks that can improve your website’s ranking on search engine results pages.

Including relevant keywords in your press release helps Google and other search engines understand what your article is about. If you include keywords that are relevant to your product or service, you’re more likely to show up in search results when potential customers are looking for what you offer.

In addition, backlinks are a valuable commodity in the world of SEO. By including links to your website in your press release, you can improve your site’s authority and ranking.

4. It Helps Manage Crises Effectively

A press release can help a company control the story in the event of a crisis. By getting its side of the story out there first, a company can prevent negative media coverage from spiraling out of control.

5.Journalists Want Them

As a business owner, you may be wondering why journalists would want your press release. The answer is simple: it saves them time.

Reporters are always on the lookout for story ideas. If you can provide them with a well-written press release that includes all the relevant information, you’re saving them the time and effort of having to track down that information themselves.

In addition, a press release can provide journalists with quotes, statistics, and other data that can be used in their stories. If you have a strong press release, it’s more likely that a reporter will use it as the basis for their article.

Types Of Press Releases

Now that you know the importance of press releases let’s look at the different types of press releases with examples. Press releases are classified into three main types: product, event, and news. Each press release has a specific purpose and should be written accordingly.

1. Product Press Release

A product press release is used to announce a new product launch or service. This type of press release should include information about the product, how it works, and how it differs from other products on the market. Below is an example of a well-written press release:A Nestle Product Press Release


2. Event Press Release

An event press release is used to announce an upcoming event. This press release should include information about the event, when and where it will be held, and how people can attend. This includes occasions such as grand openings, anniversaries, business launches, and award ceremonies.

Press Release - Swap Launch | isabellasalini

3. News Press Release

You can release a press release announcing important company news, like a new heir, the retirement of a prestigious body in the organization, or clarification of false reports about the business. Such a press release is typically written by a company’s marketing or PR department and sent to news outlets, such as newspapers, magazines, and online news sites.

Pamela Djamson-Tettey appointed as new MD for Ghana Airports Company | GhHeadlines Total News Total Information

Pitching: A Step Most Businesses Often Overlook

Pitching should be the first step you take before sending out your press release. It is an important skill for anyone who wants to get their message out there. Whether you’re pitching a product to a potential customer or trying to get media coverage for your business, nailing the pitch can make all the difference

So what makes a good pitch? For press releases, it’s important to remember that journalists are always looking for a good story. Your pitch should be concise and to the point, but it should also be interesting and newsworthy. If you can hook the journalist with a great story, you’re much more likely to get coverage.

This is because journalists are more likely to respond to a tailored pitch that includes story angles and suggestions for how your service, product, or event might be a suitable fit for their media outlet if they feel it’s relevant.

Of course, simply having a great story isn’t enough – you also need to package it in an effective way. A well-crafted pitch will include all the key details of the story, as well as a strong headline and an enticing lead. It’s also important to remember that timing is everything when pitching a story – you need to make sure your pitch arrives at the right time when the journalist is looking for stories.

Here are a few tips on what makes a good pitch:

  • Keep it short and to the point
  • Be clear about what your story is and why it’s important
  • Tell them who your story is about (include quotes if possible)
  • Make it easy for them to get more information (include links, contact information, etc.)

You could also use the 5Ws and H method:

  • Who is your story about?
  • What happened?
  • When did it happen?
  • Where did it happen?
  • Why is it important?
  • How can readers find out more?

By following these tips, you’ll be well on your way to getting your press release noticed by the right people. Now that we know what comes before a press release, let’s move on to the steps required to write good press releases.

How To Write A Press Release

Press releases are an excellent way to increase exposure for your company, gain media coverage, and demonstrate to the world that you are responsive and proactive. Every business sector, from startups to small businesses to large corporations, can benefit from issuing press releases. Below is a guide to creating a good news release for your business:

Step 1: The first step is to determine what newsworthy information you have that would be of interest to the media and your target audience. This could be a new product announcement, an upcoming event, or something else that you think would generate positive publicity for your business.

Step 2: Once you have determined what newsworthy information you have, it’s time to start writing your press release. Remember that a press release is not an advertisement, so avoid using promotional language. Instead, focus on providing accurate and unbiased information about your newsworthy item. Be sure to include all relevant details, such as who, what, when, where, and why.

Step 3: Once you have written your press release, you will need to proofread it carefully to ensure that there are no errors.

Step 4: After editing and proofreading your press release, you will need to determine where you will send it. You can either submit it to a specific media outlet or use a distribution service that will send your press release to multiple online media outlets.

Step 5: Once your press release has been sent out, you will need to follow up with the media outlets to ensure that they received it and answer any questions they may have.


Press releases are essential tools for businesses of all sizes. They can help you establish credibility, control the narrative, build SEO traffic, and generate buzz around your product or service. If you’re not issuing press releases regularly, you’re missing out on a valuable opportunity to grow your business. If you’re looking for someone to help you with your public relations strategy, reach out to Nicole Pearl for media training!

We hope this article was helpful. If you have any questions or comments, please feel free to reach out to us. We would love to hear from you! Thank you for reading!

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