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What Is a Press Release?

September 16, 2021
what is a press release

Growing your business and increasing market share can be difficult when competing against companies with larger budgets and more resources. From time to time, you decide to take drastic action, only to have it fizzle out. Your competitors take action. Your clients notice. And you feel embarrassed because your big plan didn't work. But what if you had a way to reach more people with a cheaper alternative?  


Enter press releases. They're a cheap and effective way to gain attention, let people know about your new products or services, and help your business grow. The problem is, not all press releases are created equal. And if you're not careful, you could end up with a press release that doesn't accomplish its purpose. To help you understand what makes a good press release, we'll first discuss what a press release is. After that, we'll look at why it's so important for your business to have one.  


By the end of this guide, you'll know what makes a good press release and be able to create one that will make your company look like a pro. 


3 Goals of a Press Release 


There are countless benefits to using a press release to share your business news with the world. Enlisted are three of the most common goals and how using a press release can help you achieve them: 


1. Helps with Media Coverage 


The most obvious reason to use a press release is to help your business get more media coverage. In today's hyper-competitive landscape, media coverage is often the only way for a small business to stand out from the crowd. Without it, it's hard to attract new customers or increase brand recognition.  


This is why every business should make it a priority to have a press release on their website and distribute it to all the major media outlets. The more media coverage you get, the easier it will be for you to raise awareness of your brand and communicate your key messages to your target audience. And the more successful you are at getting media coverage, the easier it will be for you to achieve your business goals. 



2. Enhanced Search Engine Visibility 


As a business, your search engine visibility is a key metric to track. For small businesses, it might be the only way to understand how their efforts are being received by the public. But with demanding clients and limited marketing resources, you might find that your efforts are falling short. This is where a press release can be so helpful. A well-written press release can help you achieve needed backlinks and mentions on authority sites like Wikipedia and news outlets like CNN and thus, improve your search engine visibility. This can be a great way to help you improve your online presence, gain new leads, and generate more sales. 


3. Reinforce Campaign Messaging 


press release is a great way to reinforce your messaging and brand awareness for your campaigns. With a single 500 words professional, business-oriented piece, you can publicize your latest campaign, explain the benefits of your products or services, and bring your businesses to the attention of the people who matter most.  


If you're running a contest, for example, a press release can help you announce the details and provide some background information about the contest to give it some context. And if you're promoting a new product or service, a press release can be a great way to let your readers know about its benefits, what it's like to use, and why it's a good fit for them. As you can see, there are many reasons to use a press release in your marketing campaigns, and it can be a powerful way to help your business achieve its goals. 


How To Write a Press Release 


Understanding that most small businesses don't have a PR department or in-house writer, enlisted are five simple yet effective tips to help you create your own press release to promote your products or services: 


1. Choose the Angle 


The first step to writing a successful press release is to figure out what you want to say. There are various angles that you can take when writing a press release, depending on your industry and what you want to focus on. For example, if you're in the fitness industry, you could write a press release about your latest workout program.  


This type of press release would focus on what you have to offer and why your company is best for your clients. Or you could write a different type of press release that focuses on customer testimonials or how your program has helped people lose weight.  


This type of press release would highlight your clients' success and how your company can help them achieve their goals. The important thing to remember is that the idea of the press release should always be to promote your business and what you have to offer. 


2. Well-Thought-Out Headline Is Important 



Your headline is your first chance to grab the attention of your audience. It's the first thing people see when they read your press release. And it's the first thing they remember. As such, it's extremely important that you craft a headline that's going to hook your reader and make them want to read your entire release. 


To help you with creating a killer headline visit this resource: complete guide to copywriting. 


3. Consider Adding Quotes from Experts in Your Industry 


When you have quotes from experts in your industry to support your press release, it gives it credibility. This shows that you've done your research and are prepared to back up your claims with facts. This is vital when you're dealing with companies that specialize in serving the public, such as a bank or a health clinic.  


These types of organizations are bound to get questions from people who are wondering if your company is legitimate. Having quotes from experts in your industry can help ease some of those concerns and prove to them that you know what you're talking about. 


4. Include Contact Details 


The key to generating interest in your press release is to let people know where they can find more information about your company. By including contact details, such as a contact email address and phone number, you're giving them a way to get in touch with you. This increases the chances that they will read your entire release. 




To sum up, writing a press release is just like any other type of marketing – it's a numbers game. You need to put your best foot forward and give readers a good reason to pick up your release and read on. Use our tips to help you write an effective press release that will make your company look like a pro. 


Do You Have Questions About Doing A Press Release? 


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You can also check out our press release distribution service here 


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