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Keep It Factual
A press release needs to be factual. While it's acceptable, and even preferable, to present your company and its products and services in the best possible light, do not include claims that cannot be substantiated. In general, superlatives like 'best,' 'most popular,' 'market leader,' and so on, are best left to advertising. If your product is the best selling one of its kind, you can say so, but you'd better be able to prove it. Better yet, include substantiating detail in your release (e.g., 'Highest in customer satisfaction according to J.D. Power and Associates).
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Free Press Release Distribution
PRWeb Tip: There are several companies that offer to distribute your press release for free. The old adage is as true for these services as for anything else - you get what you pay for. Some of these organizations 'distribute' your release by posting it on their own site only, others will distribute your release for free after you've paid them to write it. Your best bet is to look critically at which aspects of the public relations process you are able to handle yourself (writing releases, identifying and contacting journalists, widespread distribution of the release) and which you are willing to pay for. Then find a company that will do those things you don't want to do yourself, at a price you're willing to pay.
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Creating Your Own Press Release Template
Many companies create a press release template so that all of its releases follow a similar format. The template will usually include those elements of the release that are standard in every release, such as the contact information, the dateline, and the "boilerplate" company information. A template will ensure that your releases are consistent and that all the required information is included. Just be sure to proofread carefully any release that uses a template to make sure that it flows smoothly and that all the information included is correct for the given event. You should be particularly careful about the dateline and media contact information.
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Public Relations Practitioner
PRWeb Tip: Freelance public relations professionals provide public relations services to smaller companies on an as-needed basis. This can be particularly helpful if you have a new product launch or other major event and need help publicizing it. Be sure to select a practitioner who has experience in your industry, and get references. Most practitioners will work on either a retainer basis or project basis. Be sure to clearly spell out your expectations to the practitioner and in the contract.
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Press Release Contact Information
In the upper-left corner of the press release, include the name, telephone number, and e-mail address of the media contact person within your company. This needs to be a real person, someone who is both willing and able to take inquiries from the media. If an editor calls and doesn't get an answer or a return call, it's unlikely the story will go anywhere. Don't issue a press release the day before the press contact goes on vacation.
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Top Business News
PRWeb Tip: Check the business publications (Business Week, Forbes, etc.) and your industry's publications for the top business news. If these news stories are related to your product or service, contact the editor. Let him or her know that you're available for interviews or comments on the subject. If it's unlikely that there will be another story on the same topic any times soon, try writing a letter to the editor on the topic. This needs to be done immediately - most weeklies publish letters the following week, so be timely.
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Best Length for a Press Release
Press releases are like resumes. They should not be too long. Your headline and opening paragraph should contain all the essential information in your press release. In fact, they should be able to stand alone if necessary. Think of them as a calendar listing or event announcement unto themselves. Editors may receive hundreds (or even thousands) of releases each week, so get to the point.
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Press Releases: Financial Announcements
PRWeb Tip: Public companies are required by the SEC and other regulatory agencies to issue press releases when they report their quarterly earnings. They may also be required to announce actions that may impact earnings. Private companies can issue financial press releases describing transactions that may affect their financial status. If you are announcing a merger, aquisition, or other transaction that involves one or more other companies, make sure you have the approval of all parties involved. Financial press releases are generally issued through a company's investor relations department.
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