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If your company files a lawsuit, it may be to your benefit to issue a press release. If the suit involves a prominent company and is likely to become news anyway, you should be proactive in getting out your side of the story. Consult with your attorney to determine what you can say and how best to say it.
If your company will be exhibiting at a trade show, issue a press release that details the dates and location of the show and what will be shown in your booth. Be especially aware of the lead times of publications in your industry to allow enough time for the release to be published prior to the opening of the show. The trade press will be the most likely to be interested in this type of announcement. If the company will be offering free promotional items or services, be sure to include that information in the release.
If your company is about to launch a new advertising or marketing campaign, distribute a press release on the topic. Describe the campaign in detail, being sure to keep the release itself factual. Announce when and where the campaign will run, and describe the product or service being advertised.
Current trends in your industry can provide excellent fodder for a news release. Tie your product or service to the trend and, if possible, obtain a quote from an industry analyst or "guru." Failing that, you can use a quote from one of your executives that ties your product to the trend. Be sure to get permission to use any quotes or copyrighted material.
Issue a press release if someone from your company will be speaking or presenting at a major event. Include the name, date, and location of the event. Give a biography of the speaker, being sure to include information that indicates why he or she is qualified to make such a speech.
If your company files for or is awarded a patent, announce it with a press release. For competitive reasons, you may need to limit the amount of detail you provide if the announcement is for a filing. If you're awarded a patent, you can include more product information.
If your company sponsors an event or a athletic or other team, issue a press release. This type of release is most likely to be picked up by the local news media, or possibly by industry publications, depending on the event. You should answer the six key questions, and you should try to include a quote from a particpant or a company executive about the sponsorship and its benefits to the community.
When your company issues stock, issue a press release as well. SEC regulations govern the dissemination of information on a public offering, so be sure to comply with SEC requirements. In the case of a private offering, obtain permission (and a quote if possible) from the investor(s).
Issue a press release if you launch a new or redesigned Web site. Describe any new features of the site, such as a shopping cart or live chat tool. Include a live link to the site, and be sure it's up and running well prior to distributing the release.
Promotions, new hires, resignations, and retirements can all be newsworthy. The local newsmedia will typically pick up these types of announcements. Trade publications will sometimes pick up a personnel change if the person is well recognized in the industry. The more senior the employee, the better. In the case of a promotion or new hire, include a description of the person's previous accomplishments and a quote from your CEO indicating what the new person brings to the company.
If you win a contract from a new client, announce it in a press release. Be sure to get the client's permission. Include a quote from the client if you can. If the client company is publicly held, include its stock ticker symbol, as many analysts and journalists follow particular companies by the ticker. If the client is a large company, or if the contract is significant, include the client's "About" section at the bottom of the release, following your company's "About" section.
Issue a press release if your company secures a line of credit or funding. Be sure to get permission from any investors if you want to name them. If the funding is from a venture capital firm, ask the senior executive to provide a quote, telling why the firm feels your company is a good investment. Include specific uses for the funds, if any.
There are myriad reasons to issue a press release. Besides the obvious ones such as introducing a new product, service, or company, you can announce a new ad campaign, personnel changes, and sponsorship of a contest or a charitable affiliation, to name a few. If your company is laying people off or has been named in a lawsuit, you may want to issue a press release for "damage control." A good rule of thumb is this: If it affects people within a community, it is worthy of a press release.
When someone in your organization releases a book or report that is relevant to your company, announce it with a press release. Include a quote from the author and his or her biographical information. Give a summary of the book, and highlight those details that are relevant to your company. You may also want to include information on where and how the book or report can be obtained.
If your company is offering free samples or services, announce it in a press release. Be specific about how and where people can get the free offering, and include any eligibility requirements. If the offer includes an expiration date, be sure to state that, too. Include the benefit to the user in the description of the offering.
If your company sponsors a contest or sweepstakes, issue a press release to announce it. Include instructions on where and how to enter, and detail on the prizes being offered. When the winner is chosen, issue another release to announce that, too. Include a quote from the winner.
A news press release is used to disseminate information about an event, activity, or accomplishment of a company. The release is written and distributed by the company over a wire service and/or directly to journalists who cover the industry. A news press release is a way for companies to get positive information about their activities into the news.
It's important to issue a press release if your company is named in a lawsuit, especially if the suit is likely to become public knowledge. This lets you put your own "spin" on what could potentially be negative publicity for you. Be sure to consult with your attorney to determine what you can and cannot say. Some public relations firms specialize in crisis management and will prepare this type of release for you if you don't feel comfortable doing so on your own.
You may be able to get your company in the news or establish yourself as an industry expert by creating a tip sheet or a top ten list. Make sure the content is not an advertisement for your business. It should also be appropriate to the business or industry that you're in. For example, a party planner might create a list of things to consider when planning an event, as long as it's not just a list of reasons to use his company.
If your company sponsors a Little League team or helps out a local charity, send out a press release. This type of announcement is usually best suited to local media. If possible, include a quote from an officer or executive of the organization that is benefitting from your company's generosity.
A new partnership can be announced with a joint press release, or with two individual releases. If your company issues the release, include a quote from a senior executive at the partner company, and include both "About" sections at the end of the release. If the company you're partnering with is public, include its stock ticker symbol in parentheses after the first mention of the company's name. Analysts and journalists search on the ticker symbol to find news on the companies they cover.
When your company or product celebrates an anniversary, let the public know by issuing a press release. Give the history of the company or the product, and describe how it has grown or expanded. For example, "XYZ Company began twenty years ago as a one-widget start-up. The company now records annual sales of $22 million, and has twenty-six different products." If your company will be hosting any special celebrations or offering special anniversary promotions, you should include those details in the press release as well.
If your company merges with or acquires another company, issue a press release. The release should be issued by the acquiring company or, in the case of a merger, the company whose name will be retained. The release should include an "About" section for each company, with the section for the company issuing the release appearing first. Include quotes from executives of both companies, describing the advantages to the transaction and when the transaction is expected to close.
Breaking news stories on TV or in daily newspapers rarely come from publci relations professionals. But in media such as magazines or weekly news programs, you may be able to garner a headline with a timely release. Check the Web site of the media outlet you're targeting to find out what their news cycle is, and stick to it. In any event, get your release out as quickly as you can. No one ever publishes old news.
Issue a press release to announce findings of a report, survey, or poll that reflects favorably on your company or industry. If possible, include a quote from the organization that provided the data. If that's not possible, include a quote from a senior executive in your firm. Make sure you have permission to name the report or survey or to quote the results.
If a person, company or organization of note--be it a celebrity, a politician, or some other high-profile individual, company, or organization--endorses your product, issue a press release that details the person's or organization's connection to your product or service. If you can, include a quote from the individual or a representative of the organization. If a celebrity, contact his or her publicist to get a brief biography on the celebrity to include.
When your company moves, expands, or relocates its facilities, issue a press release to announce the event. Include the physical address, mailing address, and telephone number of the new facility. If some of the information remains unchanged, announce that. Be sure to include the date of the move. If the reason for the move is favorable (e.g., you're adding personnel, increasing manufacturing space, etc.) include that as well.
Use a press release to inform the public, clients, and investors of a strategic reorganization. Be careful if you are eliminating jobs, particularly with the local media. Be sure to mention the benefits of the reorganization, and present it in the best possible light.
When your company sponsors a scholarship or makes a charitable contribution, issue a press release. If you can, include a quote from the beneficiary. A release of this type will typically be of interest to the local media. If you can get a photo of the recipient to submit with the press release, it will stand a better chance of being run.
When someone from your company provides an expert opinion on a subject that's related to your industry, announce that in a press release. If someone else in the industry endorses your product, you can issue a release announcing that as well. Include a quote from the expert, whether they are from your company or not. Be sure to get permission to name the outside source.
If your company is changing its name or the name of a product or service, issue a press release as soon as the decision is finalized. Be sure that the release includes both the old and new names, and say when the change will become effective. The quote should indicate why the name was changed and what the new name is expected to accomplish. For example, "The name Widget Tech better reflects the company's state-of-the-art manufacturing capability."
Issuing a press release is a great way to announce a new or updated product or service to your clients and your investors. Be sure to include how and when clients can obtain the new product. Include pricing information if appropriate. Include as much detail as possible about the product or service itself, and how it improves upon what was previously available.
Let your customers and prospects know about a sales promotion or a special offer by announcing it in a press release. Make sure you include all of the relevant details, including how to take advantage of the offer and an expiration date, if applicable.
Most news articles are written by journalists using information they receive via wire services or press releases coupled with their own independent research. In some cases, however, publications will publish articles written by industry experts--often executives of companies in the industry. These bylined articles, as they are called because they carry the "byline" or credit of an industry expert, are a golden opportunity to get publicity for your company or product. The article needs to be well written and factual. It's not an advertisement. If you have an idea for an article, contact the publication first with a synopsis of the article to see if the editor is interested.