In a realm of public relations it is important to build connections not only with public, but with journalistic circles firstly. Figuring out how the publications are born, you can help yourself to build a success. Along with personal connections and niche websites, press release is the main tool to deliver a message to a journalist.
Creating a press release is a complicated process and should include following steps. The first stage requires defining a story, which underlies understanding why this story is actually essential and what it will be like. One sentence should focus on main points and tell why the recipient should read this article. Here it is important to remember about a relevance: story needs to be either strongly tied to current trends or to be a part of larger conversation.
Owen Thomas, celeb-Executive Editor of VentureBeat, has found a perfect difference between the topic for story and story itself: "A story is about something that happened; it’s got a beginning, a middle, an end; it’s got a protagonist, it’s got action, and, if we’re lucky, a moral. What happened and why".
The list of examples of press releases could be very long, but main includes a company launch, fundraising from Angel Investors or Venture Capital firms, milestone, launch of a new product, company acquired.
Starting with the company launch all following press releases should be deeply considered, weighted and focused on specific issues. The appropriate scheme in a company launch scenario is soft launch – making the announcement to select individuals. Following checking and refining the company and website will lead to strong launch with a distribution of press release.
In the stage two press release is actually composed. Here it is important to identify the difference between the article and press release. First of all, PR provides information that could be rewritten by the reporters. It is oriented not general public, but for specific more narrow circle of people are interested in it. Additionally, reporters receive kind of pressure because of the fact that a lot of other journalists get the similar press release. Moreover, future article should contain a medium gold of accurate and based information from the press release, but not copy it.
Going more into details, press release has a specific structure consisting following elements:
1) "title" to catch attention;
2) explanation why the announcement is consequential;
3) place where company is headquartered and date of PR;
4) beginning paragraph should tell what the story is about;
5) other paragraphs should give detailed information about specific features that make your business unique;
6) background information of the company;
7) contact information: name, email, phone number;
8) two quotations are useful in press release: from founder/CEO ad an industry insider.
Press kits are focusing not only on high-level recognized businesses, they represent a package of promotional materials distributed to the media. Press Kit can cover company`s background, history and biography of key members, copies of latest press coverages, images (better several, e.g., traditional and untraditional logo) that media supposed to use in future articles.
Please, see additional guide for press release writing