On one hand, it can be a valuable source of information about newsworthy events, product launches, or company announcements. On the other hand, poorly crafted press releases can be self-serving and time-consuming to wade through.
See a press release example from Ryne Ryskoski here
What is a Press Release?
A press release is an official statement issued by a company, organization, or public relations firm to announce news or information to the media. They are typically distributed to a ‘media list’ of journalists, bloggers, and other media outlets relevant to the topic at hand. The goal is to generate media coverage and public awareness.
Anatomy of a Press Release
- Headline – A clear and concise headline that captures the essence of the announcement and grabs the journalist’s attention.
- Dateline – Identifies the location and date of the release.
- Lede: A summary of the most important information, answering the who, what, when, where, and why of the announcement.
- Body Paragraphs – Provide additional details, quotes from key figures, and background information to support the main news.
- Boilerplate – A short paragraph at the end containing information about the issuing organization.
The Value of Press Releases
- News Source
- Press releases can be a starting point for journalists to uncover potential stories and gather information about newsworthy developments.
- Time-Saving
- Well-written press releases can save journalists time by providing readily available details and potential interview subjects.
- Diverse Topics
- Press releases cover a wide range of topics, allowing journalists to stay abreast of industry trends and developments across various sectors.