You may have heard this before: social media is king. Nothing reaches your audiences faster, and the press release is simply too old-fashioned to work.
This popular notion is very wrong. The media landscape has indeed changed, but the need for a powerful, punchy, and precision tool to get your message in front of media gatekeepers is more pressing than ever.
Why you should write a press release
Media gatekeepers are constantly seeking quality material to share with their audiences — and they are often overwhelmed with people seeking their attention. The right press release with the right subject line can get your message in front of reporters, editors, show hosts, television producers, and other gatekeepers.
In short, you should write a press release when you desire to reach and influence target markets through mass outreach to the media.
What is in a press release?
There are many press release models. One of the most popular consists of the following:
- On the top left, put when the release is going out and information for a media contact person.
- Choose a great subject/headline and center it on the document.
- Put the location of the release (such as your headquarters or the location of an event) and a two or three-sentence summary of the most important information you want to convey into the first paragraph.
- Take several paragraphs to fill out the information summarized in the first paragraph. Who are key people and are they being quoted? How does your info relate to what is going on in wider society? What is unique about what you want to convey?
- Close with a powerful quote, location details if applicable, or anything else which the reader should know but which wasn’t attention-grabbing or didn’t beef up the credibility of your overall message.
- Include a two or three-sentence section in italics about the entity/entities behind the press release. This should be a couple of spaces below the close of the release.
And remember: you’ve only got 400 words — less than a page — to fit it all in!
Five ways to use a press release
Now that you’ve crafted a great release, here are five ways to use it:
- Build a list of gatekeepers which will find value from the release. (You already knew that, but we have to say it.)
- Post it on your website to improve SEO.
- Post your website link to your social media to drive traffic to your site. Your followers want to see what you great thing you’re offering the world!
- Send a modified version of the release to your e-mail newsletter, letting your folks know about whatever important information you’ve sent to the press.
- Turn the release into a video. Our CEO did this for a former employer and got the video linked by The New York Times!
We can help
If you have a great idea but aren’t sure how to put it into the right words and get it in front of the right gatekeepers, contact us today. Our process for client success works across industries, and our team is ready to put you in the press!