Definition: A public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments
Think of a press release as your ticket to publicity--one that can get your company coverage in publications or on TV and radio stations. Editors and reporters get hundreds of press releases a day, so how can you make yours stand out?
First, be sure you have a reason for sending a press release. A grand opening, a new product or a special event are all good reasons.
Second, make sure your press release is targeted for the publication or broadcast you're sending it to. The editor of Road & Track is not going to be interested in the baby pacifier you invented
To ensure readability, your press release should follow the standard format: typed, double-spaced, on white letterhead with a contact person's name, title, company, address and phone number in the upper right-hand corner. Below this information, put a brief, eye-catching headline in bold type. A dateline--for example, "Los Angeles, California, April 10, 2006"--follows, leading into the first sentence of the release.
Limit your press release to one or two pages at most. It should be just long enough to cover the six basic elements: who, what, when, where, why and how.
Don't embellish (=decorate, exaggerate) or hype (=build up, sell) the information. Remember, you are not writing the article; you are merely providing the information. Pay close attention to grammar and spelling.
If you have the money to invest, you may want to send out a press kit. (See next blog entry!)
Does your company ever send out press releases? For what reason?