You’ve put in the work to develop your PR or marketing campaign and to get it ready to roll out. You know you have a strong strategic plan to ensure your brand’s success. Now, you need to make sure people and media outlets know about your efforts and that your successful program gets noticed.
You need an effective campaign launch press release to increase brand awareness and drive media engagement. Contrary to popular belief, many claim that press releases are dead, but that couldn't be further from the truth. Cision's State of the Media report highlights that journalists actively seek compelling stories, and press releases continue to be a primary resource for them. The report reveals that press releases are regarded as the most valuable tool for sourcing stories, with a majority of journalists (78%) expressing their preference for press releases and news announcements as the desired content from brands. This emphasizes the enduring significance of press releases in capturing journalists' attention and fulfilling their storytelling needs.
Why do companies send out press releases?
A press release (also known as a news release) is a concise and to-the-point explanation of a newsworthy happening for your brand. They get straight to the point and tell you exactly the details you need to know about an event or program. Press releases are written in a very specific format - usually in an inverted pyramid style, which means the most important and essential information is presented first, at the very top in the first paragraph, while the lesser important details and specifics are included as you go farther down the release.
Sending out a campaign launch press release is a great way to ensure that news outlets find out about your company’s most recent announcements, and sending out a great press release helps to generate additional brand awareness and visibility. You can also use your press release to make important points about your brand and publish them on your website, knowing that they’ll contribute to your visibility by search engines long after your specific event or campaign is completed.
How to Tell if You Need a Press Release:
Before automatically assuming that every campaign or company announcement requires a press release, it's important for brands to ask themselves a few crucial questions:
- Is the campaign content you’ll be communicating in the press release newsworthy?
- How many people will this campaign or news impact? Whether your brand is in the B2B or B2C space, you want to pause and analyze the number of people, entities, or organizations that will be affected by your news. The greater the number, the more newsworthy your story is.
- Does this story reveal or reflect a new industry-wide trend or is it just about your company / brand and the great things you’re doing?
- Is there uniqueness and newness to this story? If you’re just announcing that you are relaunching your website, for example, this announcement is better suited for your social media channels.
- Does this announcement involve a major company milestone? If it involves a compelling story that will turn heads then go ahead with the press release.
If you answered yes to most of these questions, your campaign launch or company announcement merits a press release.
How to Write a Press Release:
Let’s break down the different components of a press release. If you’re wondering what to include in your news release, don’t worry. We have you covered. By following these eight simple steps below, you’ll learn how to write a campaign launch press release that gets you media attention and bolsters your public relations efforts. In fact, we’re making it even easier for you – we’ve put together a free template for a press release. You can download it and use it to draft a newsworthy story and ensure it’s in a format that works for your target media outlets.
Here’s your step-by-step guide to writing a press release:
Step 1: Logo/Letterhead
Include your company’s logo or letterhead at the top of your message, so it’s clear who the information is coming from.
Step 2: Contact and Release Details
Below the logo, you’ll include FOR IMMEDIATE RELEASE. This lets reporters know they can start sharing information or reach out to you for additional comments immediately. Next, you’ll include the date and the contact information for the media spokesperson within your organization. Depending on the topic, you may ask another subject matter expert within your organization to speak to the reporter; however, you want to include yourself or another member of your public relations team to be the main point of contact for requests.
Step 3: Headline and Sub-headline
Your headline should be next. It should be written in a larger, bolder font, so that the reader can immediately tell what your press release is about. Your headline should be to the point and include action words. Your sub-headline will be included next and can provide additional details that reinforce your brand message. Use italics for the sub-headline and a slightly larger font than your body text. When crafting an effective press release title, there are several tips to consider. Here's a guide to help you create a compelling headline while avoiding common pitfalls:
Make it catchy and engaging: A strong press release title grabs attention and entices readers to delve into the content. Use creative language, intriguing phrases, or provocative statements to pique curiosity.
- Keep it concise: Aim for a concise title that is clear and to the point. Avoid lengthy or convoluted sentences that may confuse or lose readers.
- Highlight the key news angle: Identify the most significant aspect of your story and emphasize it in the title. This helps journalists quickly understand the focus of your press release.
- Avoid excessive buzzwords: While it's important to be engaging, avoid overusing buzzwords or clichés that may sound generic or insincere. Instead, opt for specific and descriptive language that accurately represents the essence of your news. Some examples of buzzwords to avoid are: revolutionary, world-leading, game-changer, cutting-edge, etc.
- Be specific and concrete: Provide specific details or numbers whenever possible. Specificity adds credibility and helps convey the importance or impact of the news.
- Consider the target audience: Tailor your press release title to resonate with the intended audience. Use language and terminology that will resonate with journalists or the industry you are targeting.
For example, a good press release title could be: "80% of U.S. Consumers Plan to Shop Online this Holiday Season," which is concise, specific, and conveys the key news angle. Remember, the title is the first impression, so make it count by capturing attention while accurately representing the essence of your news.
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Step 4: Location and first paragraph
Write the location of your headquarters or the place from which your press release is being distributed. It’s usually written as CITY, STATE – DATE, so for example: MIAMI, Fla – May 15, 2023
Following AP style guidelines for the formatting of the location and the rest of the press release is crucial, especially when sharing dates, times, and other key information. Adhering to AP style ensures consistency and uniformity in news writing, making it easier for readers and journalists to comprehend and reference the information accurately. By utilizing the standardized formatting rules, such as abbreviations for states and proper punctuation, the press release maintains a professional and credible appearance.
The first paragraph of the news release should be a concise and straightforward summary of what you’re looking to communicate. It should be written in a way that showcases why this is a newsworthy story. If journalists only read the headline and the first paragraph of your campaign launch press release, they should still have a good understanding of what you’re sharing and why it matters.
Step 5: Body of press release
In the body of the press release, it is essential to include additional details that solidify the significance of your story and showcase the value of your brand. Prioritize the most crucial information, and consider incorporating quotes from brand leaders or event/campaign partners. These quotes can effectively emphasize key messages, reinforce the campaign, or bolster your market position. Moreover, including data, even if sourced from third-party references, is often an effective strategy to reinforce the importance and credibility of your message.
Furthermore, optimizing the content of the press release for search engine optimization (SEO) is vital. Strategically incorporating relevant keywords and phrases related to your brand helps improve the discoverability and visibility of the release in online searches. By aligning the content with your brand's targeted keywords, you enhance the chances of reaching the intended audience and increasing the impact of your press release.
Step 6: Conclusion
To conclude your press release, include a gentle nudge on the action you’d like your readers and their audiences to take. If you want them to visit your website, include the website URL. If they need to purchase tickets or reserve a spot, let them know.
Step 7: Boilerplate
The boilerplate is a brief summary of your company that you include at the end of every press release. You can give details of your company’s focus and offerings or highlight its mission. The boilerplate also should include a link back to your website.
Step 8: ###
A group of three hashtags is the traditional signal that you’ve reached the end of a press release and that there are no additional pages or information to review.
With those steps in mind, you’re ready to create and distribute your campaign launch press release. If you need a starting point, download our free template; it provides you an easy fill-in-the-blank format to begin writing.
If you need support with developing your campaign launch press release strategy or building a comprehensive PR and marketing plan for your launch, Twin Minds Media can help. We are a boutique multicultural public relations agency that specializes in developing and executing public relations, influencer marketing, and content creation strategies to connect clients to their target audience. Learn more about us and the services we offer.
