February 13, 2025
A press release, put simply, is a piece of written communication designed to share newsworthy events or distribute information to the public about a company.
Press releases are typically written by a company’s public relations (PR) department and are distributed to journalists, editors, or reporters to circulate throughout the media.
Invariably the aim here is to get said persons to run or cover the story/information that has been sent to them on or via the publication they work for or are representing.
There are numerous types of press releases, so we won’t go through them all, but here are a few of the most commonly used types:
Almost 30,000 new products launch every year. Whilst most of these products fail to hit the market or see any real success, there’s still a considerable amount of competition when it comes to getting the public’s attention.
Press releases that promote a new product are typically created with the purpose of creating a buzz about a product, as well as offering some insight into the brand behind it.
A product launch press release will usually include:
Press releases regarding general news about a business are mostly used to spread awareness of a brand. General news covers any form of newsworthy development, such as company expansions, product or service updates, new store openings, or anything else that could add value to customers.
A general news press release will typically include:
Occasionally, brands will refresh their identity. This could be to reflect the progression of a company or as a result of restructuring. Whatever the reason for the rebrand, a significant change can warrant a press release to convey the changes to the public, investors, or stakeholders.
A rebrand press release will generally include:
If a business is hosting an event that they want to publicise, such as a corporate retreat, a charity initiative, a VIP event, or a press conference, they may use a press release.
An events press release will typically include:
A company who has their efforts recognised may want to share the good news. This is a great way to spread awareness of your brand, show the public how your company is making a difference in your industry, and gain a positive reputation.
Awards-related press releases aren’t as flashy as you might think and it’s important to avoid being overly promotional or ‘showing off’.
Awards press releases normally include:
Any changes to a company’s team, particularly for those higher up in the company, are often announced to ensure a smooth transition and offer reassurance to stakeholders and investors.
New hire press releases often include:
One of the major roles of PR is controlling the way the media perceives a brand. When something negatively affects a brand’s reputation, the PR team needs to jump in quickly to limit the damage.
Whether it’s a disruption to a product, service, or website, a significant failure that affects the company’s image, an incident involving an individual within the company, or criminal action, a crisis management press release may be required.
These types of press releases can vary depending on the severity of the situation. However, most crisis management press releases typically include:
Press release formats do vary depending on the type, however most documents do follow a similar structure:
Press releases are distributed to a variety of media outlets. If you’re able to get your story out there, you can reach a diverse audience and boost the visibility of your brand.
Since press releases are given to reputable media outlets, if you appear in one, you instantly gain credibility for your brand. Current and future customers are given a reason to trust you since a respected media outlet is talking about you.
Backlinks are incredibly valuable for SEO and press releases are a great way to gain backlinks from credible and authoritative websites. These high-quality backlinks will boost the authority of your website and improve your performance in the search results. This is a practice more commonly used within digital PR.
Press releases are highly cost-effective and require minimal financial investment but can still have a considerable impact through substantial media coverage and brand exposure.
Press releases are a great way to boost brand awareness, improve the image of your brand, establish yourself as an authority in your industry, and contribute to the overall growth of your business.
If you’re thinking of writing a press release, ask yourself - is this news interesting to both journalists and my target audience? If it isn’t, it’s not worth writing a press release. If it is, and you want expert help crafting an effective press release, don’t hesitate to get in touch with the experts today.
