When something exciting happens for your business, you want to shout it from the rooftops! Sometimes posting online about your exciting news just isn’t enough, and perhaps you’re looking for another option. If so, it may be time for you to consider putting out a press release! But how do you even go about doing that?

What is a press release?

Let’s just have a little recap here. A press release is an official statement released to a newspaper, often from a business, giving information on an event that has happened or will in the future. Press releases can also take the form of a speech or radio announcement; the main goal is direct communication to a news or journalism outlet. 

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Why should you consider putting out a statement?

The main goal of a press release is communication and publicity, so if you’re looking for those two things, this might be your next step. Whenever your business expands in some way (adding a team member, opening a new location, a grand re-opening, you name it) you want to reach out to as much of your target market as possible. A press release may be just the way to do that. There are so many case studies and success stories out there from businesses who saw results after giving statements to the press. In fact, this article from Cision shows how much growth one business experienced after more targeted press releases.

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What are best practices for composing a press release?

Speaking of targeted press releases, there are several ways you can make your statement its most effective. A logical first step would be to brush up on the formatting of a press release. Or, if you have a connection to a copywriter or journalist, they may be able to give helpful advice or write it for you! If you’re DIYing it, this article is extremely informative to help you do so. 

When writing a press release, it’s more effective to keep it short and sweet rather than drone on. Of course what’s going on at your business is super exciting! However, it’s best to keep a little bit of mystery and intrigue with your audience. Don’t give every little detail – save it for conversations with your potential clients to show them how wonderful your team is! In most cases, you should aim for a page or less in length for a press release. The idea is to include all of the most relevant information in an easy-to-digest manner. Keep it simple!

How should you pitch your press release?

When it comes to pitching a press release, there are a few different methods to consider. Of course, if you happen to be friends with a journalist, you can talk to them to find out the best way to have your statement seen. If you don’t have a direct connection, visit the outlet’s website or give them a call. They’ll be able to direct you to the right people! Nowadays, it’s most common to send your press release in an email. The body of your email should be brief, but provide interesting information to the journalist as well as how they can reach you if they have more questions. The aforementioned formatting guide also has helpful tips on the content of your email pitch! 

What happens if it doesn’t get published?

You know how the saying goes – “if at first you don’t succeed, try, try again!” Now, this doesn’t mean pester journalists relentlessly to publish your press release. (In fact, please don’t do that.) If your press release doesn’t get published the first time, consider reaching out to a separate news outlet. Alternatively, try again the next time your business has something new in the works. Your time will come! Once you get the first few press releases out of the way, you’ll feel like a pro in no time. 

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If you’re not sure that your current marketing strategy is working for you anymore, don’t worry. Reach out to us here at Blackwood Creative. We’re in the business of building remarkable brands – and yours could be next. Contact us today; our team would love to meet you. 

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