Press Releases

Journalists are absolutely inundated with press releases every single day.

So if you're going to spend time crafting a press release to share critical news about your brand to journalists and media publications, we've got to make it so perfect it counts!

The following guidelines should put you in good stead for success.

Press releases often are not the way to share your news with the media.

Journalists in average receive between 50 to 200 pitches and press releases every single day!

The goal is for those journalists to share the information from the press releases (and more if affinity) with their readers via a news story or feature, but that is absolutely not a guaranteed outcome, even if you do everything right.

But not all is lost – done right, a press release can help you establish relationships with key journalists in your sector, and increase your chances of being featured in the future.

Nonetheless, the following guidelines should put you in good stead for success.

What is a press release anyway?

A one or two-pager document you send out to journalists and media publications to share information about your business.

Press releases are quick way to get news or information about your business to a range of media publications that might be interested.

It also allows you, as the business, to control the narrative to a poin: you can prioritise the information that’s most important for you to share and the insights you think are most pertinent.

To be clear, you can’t control the way individual journalists will approach the story, but you can at least share the language, tone and commentary that suits your own purposes.

Again, press releases can also strengthen your relationship with key media players

The aim is for those journalists to share that information with their readers via a news story or feature, but that is absolutely not a guaranteed outcome.

TEMPLATES

There are several reasons you might send a press release to journalists, and while the general rules are the same, each requires a slightly different approach and template.

Business Milestone

A round of funding secured, or some impressive revenue growth or record sales figures you’re keen to shout about.