A press release is also known as a press statement or news release, and should be 1 page long, 2 pages tops.
A press release should provide enough info so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release. It can ultimately be a valuable piece of marketing content.
The Subject or headline should be captivating. Some ways to boost engagement are through personalized subject lines (including first names) and flattery. Experiment with what gets the most open rates.
- Provide valuable background information, but get to the point. In the first paragraph, provide the who, what, why, where, and how of your new launch, update, or development.
- The content should be thorough, helpful, and precise. It should also be relevant to your audience.
- Be sure to include somewhere in the press release the following: “for immediate release”, a note about location, and quick bio about the company. Eliminate excessive repeating and use clear language. Also highlight why the information is important.
- It’s also helpful to include a quote to help paint a picture of how your news affects the given industry, customer base, and landscape. Quotes from key stakeholders in your company including your executive team, project leads, or those directly impacted by your announcement are most relevant.
Take a look at this example from Hub Spot, wherein Catbrella Inc., a fictitious ad agency which just gained its 10th Twitter follower after two years of paid social media efforts, announces its achievement in a press release.
- Title and Italicized Subheading to Summarize the News
- News Location and news page in opening line
- Two to Three Paragraphs to Add Information
- Bulleted Facts or Figures
- Company Description at Bottom
- Contact Information and “For Immediate Release” at the Top
Remember… get to the point!