What Is A Press Release?

Many times the best way to highlight or create a buzz around products, partnerships or any noteworthy development is to send out a press release, a document that consists of all the facts. This in turn is sent to various media outlets and more often than not nudges the journalists to take note and cover a larger story that helps build trust for the brand and audience.

The press release/announcement on a development within the company is usually shared by the Public Relations or Communications department of an organisation.

A press release can be shared on a monthly/bi-monthly basis depending on the frequency of announcements. Since it’s a fact-based document, it should adhere to basic journalistic principles of objectivity.

What To Consider While Putting Together A Press Release?

A press release is a fact-based news article usually distributed across by the Public Relations department of the organisation. The press release document should answer the 5 W’s & 1 H that addresses the main purpose of the announcement. In other words:

The press release should consist of the following:

What is the significance of the announcement/event?
Who is announcing or who is it being held for?
When/timelines of the event that is being announced
Where the location of the event is being held
Why is the event being held?
How it is being held/medium of interaction for the event (is it an online or physical event)

Goals Of A Press Release

The main focus of an organisation issuing a press release is to gain instant exposure which helps them gain credibility while also helping them build trust with existing as well as prospective customers.

To keep the media abreast about all the developments and pique the media interest, organisations share relevant information through a press release
To promote more visibility for the announcement/development across the media universe
To amplify the announcement on various other platforms owned by the organisation (blogs, websites, and other social networking platforms)

A press release has its limitation and as a standalone PR tool, it may not result in the desired mileage for a brand. The press release is always limited to 800-1000 words and cannot be used for every elaborate piece of communication a brand plans to send out. However, it is a short yet effective tool to generate immediate buzz for a brand. Keeping in mind the above factors, the reach and use of a press release can be made effective.