The Definition of a Press Release: What It Is, and What It Isn’t
We put out a LOT of press releases here at The Forum. Quite a few, for clients in diverse industries. But for folks who don’t work in PR or with the media—they can be a little confusing. Our newest clients often have questions about how press releases work and the results they can expect when one is sent out. We decided to break down some of the basics to let you know what a press release is, but more importantly: what it is NOT.
What Is a Press Release?
A press release is formulated like a news blurb. It includes the how, when, where, why, who, and what of any given subject. For example, if you are announcing your newest sparkling energy drink, a press release will detail all the pertinent information. What is the drink called? How are the key ingredients formulated? Where is it being sold, and for how much? Who produced the drink? Answer all those questions in a matter-of-fact way and you’ve got the beginnings of your very first press release.
The final element of any press release is probably the most important: the call to action. Somewhere toward the end, a CTA invites the audience to take an action. If we’re still talking about a new sparkling energy drink, the CTA likely includes inviting the general public to give it a taste. Perhaps the drink’s creator is offering a deal on a first purchase or announcing a partnership with a grocery store chain. Either way, a method should be offered for learning more.
It’s also important to note the target audience for press releases: journalists. Press releases get the word out on any given matter to the media. They are a starting point for interviews, TV and radio segments, investigations, and much more. When a client needs to clear up misinformation or issue an apology, the PR gives the media a starting point on their official response to a scandal. These releases will often include direct quotes from the person explaining a situation so that their reaction cannot be misinterpreted. As you can imagine, these are cases in which press releases become pretty darn important.
What is NOT a Press Release?
Now, for what a press release isn’t.
It is not an ad. Advertising or “selling” a product should not be done using a press release. There are about a thousand other mediums better suited for that sort of thing.
It is not a scientific study. While a press release can include researched factoids or headlines about a scientific breakthrough, it can never go into enough depth in one or two paragraphs to count as a study in and of itself.
It is not vague. Press releases are not teasers. They could contain usable, well-sourced information. And if a reporter wants to find out more, there should be clear guidance for doing so.
It is not irrelevant. Pushing out PR that no one cares about happens . . . a LOT. Before your press release is crafted, make sure an audience for it exists.
It is not long. Two paragraphs, maybe three at the most. If you’re getting to half a printed page, your press release is likely too long, and the whole thing won’t be read by journos who need to skim and move on quickly.
The Definition of a Press Release
A press release needs to be quick, useful, informative, and the beginning of a journey to learn more. Its tone should mirror other communications from your business. Is your brand typically bright and bubbly, or sophisticated and sleek? Your latest press release should be identifiable as an example of that same brand style.
Good PR is what we do. Contact us today about press releases and other public relations and marketing inquiries.