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Understanding Basic Marketing: Press Release 101

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Getting your company off the ground takes a lot of work, but it is easy if you can do it right. Marketing is the key to becoming successful. Without it, your company will be left in the dust, unnoticed by potential customers.  A vital component to marketing is the press release.

What is a Press Release?

A press release is your company’s introduction to the world at large. It is your public declaration of existence, your first impression. Your press release is what lets the public know that your company exists, what it does, and shows the positive side of you.

What Goes Into a Press Release?

There are several items which should go into your press release. Most press releases have a certain format that is followed, so as to distinguish it from other pieces of writing. Arguably, the most critical bits have to do with the company itself. Company information, such as your company logo, contact information, company address, and the like, are critical pieces necessary to a press release. After all, your press release is how people get to know you.

Why Do a Press Release?

There are a variety of reasons for doing a press release. The most common is to introduce your company’s existence, in order to get awareness up about who you are and what you do. There are several other reasons to do a press release. These are:

  • Introduction of a new product
  • Introduction of new members, such as a CEO or other high-ranking member of the company
  • Acquisitions or mergers with other companies
  • Information about locations, whether they are additions, moves, or other vital info about locations
  • Informing customers about expansion or reduction of services

There are many other reasons to do a press release. There just has to be certain qualities about it in order for it to be successful.

What Qualities Does a Press Release Need?

A press release requires several qualities in order for it to be noticed. For one, it has to grab the reader’s attention right away. It has to be newsworthy, in other words.  At the beginning of your press release, ideally in the title, you’ll want to make your main point. This way, the reader will immediately see what you’re trying to say, and continue to read for details.

It will also need the details of what you’re announcing. For example, if you have a special event coming up, you’ll have to let people know the date, time, and location of the event. If you’re opening a new store, you’ll want to let people know where the new store is and what day and time it will open.  Another key is positivity. You never want your company in a negative light, so even if the subject is somewhat negative, you always want your company represented in the most positive way possible.

If you follow these tips and the proper structure, you can consider yourself a graduate of press release 101.


About the Author
As the PR expert, we can distribute your press release to AP News as well as Reuters, AFP, TASS fast.

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