What is a Press Release and why it can dominate your market shareSimply put, A press release (PR), a “press statement”, a “news release,” or a “media release,” is an official announcement that an organization issues to the news media and then to the general public. It can be written, media, or even a statement posted on a public door. A press release — also known as news releases — is a “brief, printed statement that outlines the major facts of a news story in journalistic style from a primary source” . The main purpose is to promote something significant and specific, and to do so clearly. It is also a formal declaration with a timestamp, therefore, even though it is not the same as a copyright, it does prove, and has held up in some courts, that you were the first.
- History of the press release
- The Format
- How to publish a PR
- Why Use A PR Agency
- The SEO benefits of a good PR
History of the press releaseLong before the 1906 beginning of the press release, there was always a method to inform the people and public. Back even before the printing press, the way to release information was to hang the post at the town hall or the town church. The people in the area knew to go there to gain information on current events.
The invention of the printing press in 1440 allowed the message into people’s homes. In 1906 a reporter named Ivy Lee, shared his story with friends and fellow reporters so they all could print out the events of the Atlantic city train wreck Lee later created the rules of conduct for sharing stories and events. Most of them still applied today when writing a good PR. Prior to this, every newspaper and other forms of news was solely left to the employees working for that one specific paper.
Press Release FormatThe press release should contain all the essential information. You may have heard the 5 W’s (Who?What? Where? When? How?) And most importantly, Why? Therefore the journalist has all the tools they need to easily produce their own story.
How long should a press release be? They are quite short, typically consisting of a single page (between 350 and 500 words). To sum up, anything more than this is generally considered too long. The order of a press release format is:
- Image or Logo
- A dateline
- The lead paragraph
- Body paragraph*
- A quote*
- A “boilerplate”
- A “###” at the End
- * This is where a Hyperlink is allowed
The Enhanced explanation of a press release format:
Start With An Image or LogoAn image is always worth a thousand words or more. Some reporters will only scan logos to see something appealing that catches their eye. Therefore, do not overlook this step or the quality of the image. The Image needs to be 72 dpi in a square format of 200 x 200 pixels, no bigger than 750 x 750 pixels
The HeadlineMake your headline stand out and make it curious to the reader. Give the news editors a reason to click on it and read further. It is perfectly fine to save the headline to the end as it will probably change multiple times before you complete it. A headline should be 65 to 85 characters with spaces and quotation marks.
A SubheadlineThink like a newspaper reporter printing an article on the front page. The Heading and subheading go hand in hand. The heading needs to wow them. The subheading needs to intrigue them more. The subheading needs to be 105 characters and no more than 120 characters.
A datelineSimply the date and time you are planning on making the announcement.
The lead paragraph Convey the message to the press.
- For reporters.
- Followers that could be inclined to share your announcement.