7 Things To Know Before Writing A Press Release!

1. What is a press release?

A press release is a short piece of information on some aspect of life or business. Its purpose is to provide the media with information they can use in their articles, broadcasts, etc. It may also be sent to other interested parties (individuals and organizations). A press release typically contains news about an event (e.g., product introduction), an opinion (statement on some issue), or new information that contributes to the public dialogue of issues or topics of interest (e.g., medical findings) (Press Release Guide, 2003).

2. What are their purposes?

A press release's main function is to help get your message out there; whether it is newsworthy or not, one might get covered by the media if they have a press release to back it up. They are a very cost-efficient way of getting the media to cover a story and can help garner massive amounts of attention from people you would have not been able to reach any other way.

3. Who do they benefit?

Press releases benefit both the sender and receiver, as it helps spread your message far and wide, quickly and cheaply. It helps keep an online audience informed on current events related to their industry or interest, thus potentially drawing them in for future business endeavors should they deem the product/service beneficial to their lifestyle/values/etc. Press releases can direct more traffic and visibility by getting your company covered in most newspapers and magazines, and they can indirectly lead to more business by showing what you have to offer.

4. How do I make one?

There are different forms of press release formats; the standard three-part format (Problem, Solution & Benefit) is what you should use if you don't know what to write or how to write it (Press Release Guide, 2003). Another form that's sometimes used is the Q&A style, where instead of summarizing what you're trying to say in your own words, you let an individual whom the media might find interesting/credible answer questions and explain the situation for you instead. Both styles largely follow a similar structure: lead paragraph(s), background information and history of events, and supporting information, ending with contact info and date published/updated. The main difference is that the Q&A style leads off with a question and then has the respondent answer it (Press Release Guide, 2003).

5. What shouldn't I include?

The main thing to remember when writing a press release is that you're not writing an article or essay for school; just state the facts. You can use adjectives when necessary but don't go overboard on them or get too creative in your writing because shorter, less flowery sentences are easier to digest. Don't forget punctuation either! Full stops at the end of sentences make readers feel more comfortable about reading each one by themselves without having to worry about missing something important in between two thoughts (Press Release Guide, 2003). Also avoid using jargon, fillers, and slang; if you can't explain something simply then it probably isn't that great of an idea (Press Release Guide, 2003).

6. How many should I write?

The general rule is to limit each press release to one page, but this doesn't apply to all situations; some news has more depth than others and would require at least two pages to cover everything. You don't want your readers thinking "Ok, time's up already?" after only a couple of sentences (Press Release Guide, 2003). Crafting a press release too long can also be counterproductive because people are more likely to stop reading midway through the piece instead of scrolling down or flipping back to the beginning. If you have plenty of information on hand then consider submitting multiple releases about different aspects of the same topic (Bettigole, 1995).

7. How do I distribute my press release?

Another thing to think about is your target audience; if you want people in other parts of the country or the world to be able to read it then you might benefit from sending your release via e-mail, but if most of your intended audience is in the same city then hand-delivering it to local news outlets might be better. Whatever you do, send out multiple copies of your release to different people so that more than one person can pass it along or cover it (Bettigole, 1995).

You should also try submitting your press release to media sources that might find it interesting and be interested in writing about it. The more you know about the news outlets and their target audience, the easier it'll be to figure out which will most likely be interested in your release (Bettigole, 1995).

Below is an example of a Press Release that I made for BlaBlaCar:

BlaBlaCar launches new app to revolutionize commutes!

Based on the idea of sharing trips to save money while also reducing the environmental impact of cars and alleviating traffic congestion.

Paris, 10th May, 2019- With the launch of its latest product, BlaBlaLines, BlaBlaCar is looking to revolutionize commuters’ daily commute.

The company has been successful in providing a platform for long-distance carpooling and now it is giving shorter journeys a chance with this newest app. With 13.5 million people driving to work and back every day in France alone, there are many opportunities for drivers who want to save money on their commute while reducing environmental impact and alleviating congestion. One of the main features of this app is that it offers personalized routes based on cost, time required and number of stops along the way.

The company has been looking for ways to improve its services for many years now, including trying out new product ideas. Now that the company has successfully launched long-distance carpooling with BlaBlaCar, which connects drivers and passengers for longer journeys, the new product BlaBlaLines allows for shorter trips with stops along the way.

According to Frédéric Mazzella, BlaBlaCar Founder: “BlaBlaCar’s mission is to optimise the use of the millions of cars on the road with empty seats. Our platform was designed for long-distance journeys, but we are seeing a steady increase in shorter-distance trips offered on BlaBlaCar. It was, therefore, natural to create a solution that meets those needs specifically, to overcome the current hurdles to short-distance carpooling, and to develop its usage at scale.”

People who sign up to BlaBlaCar’s carpooling service will become instantly hooked on it, because of its low costs and ease of use. When a driver does not have a passenger in the car, the ticket price is still cheaper than a train or flight ticket. BlaBlaCar drivers are often business professionals who travel between cities for meetings, which means that they can offer an alternative to using public transport.

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