What is a press release? – With the help of press releases, you will be able to control the narrative surrounding your brand. This will help your brand create its own buzz. To post press releases, you can use the various social media platforms at your disposal. Whether you are sharing a new product release or updating changes in your organizational structure, you can make use of the press release to stand out online.
In this article, you will learn about some general details of press releases and how they work online. You will also learn the major benefits of press releases and how you can make the most use of such a document to set your brand’s narrative. Finally, we will also discuss the major types of press releases that you need to know. Hence, to learn more, read on through to the end of the article.
What Is A Press Release?
According to Investopedia,
“A press release is a piece of news or information that companies send out to inform the public and the press about something noteworthy or of material significance. Press releases are usually handled by a company’s public relations (PR) department. Companies issue press releases, which may be spread to a wider audience through the use of a newswire service, to announce newsworthy topics.”
Basically, a press release is the company’s official statement, in written or audio/video form, that the company issues to the news media or social media. Some other names of press release are “press statement,” “media release,” and “news release.”
Mostly, press releases contain enough information so that companies are able to offer sufficient material to news outlets. These help news outlets publish their own stories about the announcement of the company.
If you post a press release, it lives in the public domain. This means your stakeholders, as well as your customers, will have access to the press release. Hence, it is better to consider a press release as a valuable piece of marketing content rather than considering it as a ticket to earn news coverage.
How Does A Press Release Work?
The company in question creates and sends the press release. You must not confuse this information as a result of reporters or journalists. The company uses this information to alert journalists and reporters to a potential news story. Hence, biases or subjective interpretations are common in press releases, which readers must be aware of.
According to Shopify.com,
“The purpose of a press release is to share newsworthy information with the media or the public. It is a way to promote a product, service, event, or announcement to the media in a clear, concise, and effective manner. Press releases can help to generate publicity, build brand awareness, and increase visibility in the marketplace.”
The appearance of the article will give you an idea of whether the article is a press release or a journalist report. You will usually find no byline. On top of the release, it is written which press office released it.
What Are The Benefits Of A Press Release?
Investopedia explains –
“Press releases can be tailored for investor relations (IR), company news, and disclosure requirements. Areas of interest might include investment vehicles, accounting and compliance, regulatory news, earnings and dividends, and the banking industry, spanning financial services, science and technology, and public policy.”
Basically, press releases help your company to generate media coverage. The following are the major benefits of press releases:
1. It provides your business with brand exposure, as the company is able to share its own news, achievements, and other updates. This exposure helps attract potential customers and increases brand recognition.
2. Press releases will also help your business make a better online presence as your search engine rankings will improve. Make sure to include relevant keywords in your press release too. This can also boost your SEO.
3. A press release will help you to communicate your message with your investors and stakeholders. They will also remain informed about some of the significant announcements of the company, strategic changes, and financial results.
4. If your company faces a challenging situation, you can create press releases to control your company’s narrative both online and offline. You can also ensure that your company provides accurate information so that you can manage the perception of the public about your company.
One needs to understand here that there is no hard-and-fast rule. You are basically creating a buzz around products, partnerships, and any other important news. The company is basically nudging journalists to cover the story with the help of press releases.
It is the best marketing strategy that companies make use of. However, in many cases, press releases can be insincere or shallow since companies sometimes use them to remove negative news about them in the industry.
What Are The Types Of Press Releases?
The following are the major types of press releases that you need to know about:
1. Product Launch
2. Product Updates
3. Events
4. Grand Openings
5. New Partnerships
6. Mergers and Acquisitions
7. Rebranding
8. Executive Promotions/Hiring
9. Awards
You are announcing important news to the press and public through the public relations department. These are essential means for companies to share important news about themselves.
Final Thoughts
Businesses come out with press releases to announce events that are worthy to share as news or to spread information to the public about the company. The company’s public relations department has the responsibility to write the press release. They take a subjective interpretation of the announcement. However, there are objective facts too.
The company issues the press release to spread to a wider audience through the use of a newswire service. It helps the company create meaningful news, which further helps the company to stand out. Do you have any more info to add regarding press releases? Share your ideas and opinions with us in the comments section below.
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