Creating and Distributing the Perfect Press Release in 2023

March 14, 2023
by Alli Ehrhardt

Creating and Distributing the Perfect Press Release in 2023

As methods of communication have evolved, some people in the new generation of digital marketers dismiss traditional press releases as an outdated format. While it may seem like you can rely on your social channels and other media to communicate important updates about your business, you’ll quickly begin to understand why press releases are still a dominant practice. When implemented correctly as one element of a well-rounded marketing strategy, PR can be an effective way to increase your brand’s visibility, awareness, and reputation. 

Still, if you are planning on creating press releases, you need to ensure that they are drafted and distributed correctly. Online media channels are saturated with mediocre PR, so if you want to reap the full benefits of the press, you need a strategy. Today, we’ll be taking a look at what press releases are, when they are useful, and what makes the good ones stand out. 

What Is a Press Release?

On the most basic level, a press release is a communication tool used by organizations to deliver newsworthy information about a company. Often, the goal of a press release is to gain media coverage or attention about something new that your company is doing. However, a well-placed press release can also help your business gain exposure and traction with its target audience. 

Many people believe that only medium to large-sized companies need to create press releases, but this is a mistake. Every business, whether you’re a startup or an established enterprise, can benefit from well-placed press releases. However, there are three requirements for sharing a press release that we’ll go over in this blog. Your press release should be time-sensitive, relevant, and newsworthy to help you maximize your exposure. 

Infographic explaining when one should have a press release

A press release needs to be balanced between timeliness, relevance, and newsworthiness

Although you can use a press release at any time, it does not mean you should. Releases should be reserved for noteworthy happenings that the public would genuinely benefit from learning about. Sharing too much news can result in your releases getting ignored by journalists. Rather than simply guessing, a PR expert can help you determine when a release is warranted, as well as help you come up with the content of the release itself. 

When to Use a Press Release

So, what defines newsworthiness? Let’s take a look at the eight most common scenarios when you might want to distribute a press release. 

Statistic on a dry erase board stating that Thursday is the best day for

Understanding what day to post a press release is as important as knowing what to post.

1. Events 

Some of the most often-issued press releases are about time-sensitive events. Used to promote an upcoming event or highlight an accomplishment from the occasion, these press releases can showcase an event your company is hosting, attending, or sponsoring. 

The general goal of this press release is to raise awareness among the public and encourage them to attend or invite outlets to cover the event. To achieve optimal attendance numbers, distribute the release a week to two weeks before the event. Even if you missed the initial opportunity to promote the event, you might still be able to issue a follow-up release recapping noteworthy details from the event after the fact. 

2. Product Releases

Product press releases are designed to intrigue the public or media and encourage them to purchase the new product or attend the accompanying launch event. These types of releases are used by established major brands and startups alike and are often more technical than other types of releases. 

Here, the goal is to build hype around the product to boost sales numbers proactively. Your press release should highlight what makes the product newsworthy. Including details that are not in the standard specifications or already published elsewhere can help a product release stand out and even spawn other articles from industry media leading up to the launch date. 

3. Awards

Because industry awards aren’t frequently publicized outside of their own professional spaces, distributing a press release is often your best chance at making the wider public aware of your win. These releases are ideal for spreading the news when a company earns an award or other exciting accolade. 

They also assist in showing the public why your company is an industry leader. Despite the excitement and honor of receiving a distinction, the structure of an awards release should be professional and straightforward. Let the award speak for itself; avoiding overt self-promotion can greatly increase the chances of these releases being picked up by news outlets. 

4. New Business

Opening a new venture or expanding an existing one is perhaps the single most common type of media release distributed. The goal of these is to either convince readers that your company and its offerings will benefit them more than competitors, or position your company as a leader in a relevant area. 

 One of the best ways to convey what differentiates your organization is to detail a few things that set you apart or showcase how your presence in the community fills a void. Here you can be more emotive in your release and provide an overview of what your business does. 

5. New Hires 

These should be used to announce important changes in the company roster, namely leadership. New hire releases often focus on high-level executives and provide their names and position while highlighting details from their professional backgrounds, like experience from past positions held. 

You may also include quotes to convey the gravity of their hiring and the direction they hope to guide the company in. These releases can inform customers, investors, and the public of the significant changes underway or re-establish your company’s expertise in your industry. 

6. Rebranding

Many reasons may prompt a company’s rebranding, including an acquisition, a change in product direction, or a merger. When such shifts occur, many companies use press releases to announce these changes to stakeholders and customers. 

Rebranding releases are an excellent opportunity to compile all relevant details about your new image into a single, easily sharable document. Your release should clearly define what changes others can expect, including pricing, services, products offered, and other improvements to the customer experience. 

7. Partnerships

Announcing a new partnership between your brand and another is one of the most classic examples of when a press release would be appropriate. Like a rebranding release, a partnership release is used to signal a significant change in a company that directly impacts the customer. 

This release’s primary purpose is to inform your target audience of the particulars surrounding your new joint effort. The release itself should convey the value of the partnership and highlight any problems it will solve. But note that these releases can be more challenging to create, as the organization you are partnering with will also need to approve the final version before distribution.

8. Book Releases

While often more applicable to individual authors than larger organizations, these press releases can still be helpful to your business. If your company’s founder or other influential leader is publishing a work relevant to your company, it may be in your interest to publicize it. 

Endorsements and awards garnered by the book are also potentially worthy reasons to create a book press release. Many of the book releases published tend to follow a very predictable formula, so if you are planning to distribute one, make sure it’s really unique and newsworthy. 

To understand the importance of a well-placed release, let’s examine a few goals that you may be able to accomplish through this communication medium. 

Reputation Management

One often overlooked part of being a business owner is monitoring your brand’s reputation. Reputation management is an ongoing effort that requires time, dedication, and knowledge. 

While other forms of interaction can be the most visible aspects of your reputation management strategy, there are times when an official release is the best option. Addressing controversy or responding to upheaval within your industry are examples of when a press release may be required to preserve your brand image. 

Customer Engagement

In the digital age, press releases are often distributed through news outlets and social media. This gives them a much greater reach than traditional distribution methods like radio stations, which could inadvertently alienate specific audiences. Nowadays, everyone has access to the internet and its vastness, and when you pair that with a well-written press release, you can engage whomever you want with the right approach.

 Taking the time to craft a press release earns you the opportunity to rank higher on search engines. An additional benefit is that it can also capture the interest of browsing customers and potential customers. The links embedded in a release or author bio can lead traffic directly to your website, and an engaging or significant media release encourages readers to share it on their respective social media pages. Through this organic interaction, you can tap into an unexplored audience of leads. 

Note: Not every outlet allows images and additional content in press releases, but be sure to incorporate multimedia elements like photos, videos, or infographics into your releases whenever possible. Not only do they yield higher engagement rates, but your readers are more likely to share them than traditional text-only releases.

Media Relationships 

In public relations, the media is your best source for creating public awareness of your brand. They only feature the most newsworthy and engaging topics, so if you think their values are in line with yours, striking up a relationship with a relevant news outlet might be the best strategy for increasing visibility. In fact, approximately 71% of journalists use press releases and news announcements to help them find stories to investigate.

 Building rapport also helps you stand out from other PR departments clamoring for their attention. Journalists receive dozens of press releases daily. If you can establish a reputation with industry journalists for creating well-written and relevant press releases, they will be far more inclined to publish your company’s news. Even if they don’t take up everything you pitch, high-quality PR will give you credibility in their eyes, making them more willing to work with you in the future.  

SEO Authority

Perhaps one of the most underrated benefits of distributing press releases is the potential boost to your website’s SEO. When you distribute your release to media outlets, they typically link to your website. Not only does this let readers discover your site, but the websites of media outlets can also provide precisely the type of high-quality backlinks that are essential to modern SEO. 

Business Credibility

Press releases are often viewed as trusted news sources. They feature up-to-date information and statistics that can influence purchases and even brand loyalty. When you continue to distribute accurate information, it encourages people to trust your brand over the competition and solidifies you as a go-to industry resource. Additionally, having accurate and informative news releases can be especially helpful for startups trying to build a positive reputation with the media and the general public.

Nearly 3/4ths of businesses surveyed by ESM reported increased brand/product visibility by publishing a press release. 

A well-placed press release helps your business get free exposure that builds product visibility

Making Press Releases Work for You

Even in 2023, press releases are far from dead; they remain an effective and cost-efficient way for organizations to reach their audience and spread the word about the products, projects, ventures, and more they have in development. When used correctly, they can play an integral role in your media and public relations strategy.

If your company needs a digital marketing company to help bolster its efforts, look no further than Joseph Studios. At Joseph Studios, we pair our proprietary Deep Insight® methodology with expert market research, intelligence and analysis, customer profiling, writing, and design to create and implement a strategy to create and capitalize on the relationships your business needs to thrive.

In addition to our top-notch PR specialists, our team of experts comes from a wide variety of disciplines and backgrounds, each bringing a unique set of benefits to your business. Want to learn more about how informed, multi-disciplinary organic marketing can transform your company? Schedule a free consultation call with our expert marketers today!


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