The definition of a press release (also known as a news release or media release) is a concise document that presents newsworthy information in a journalistic style. It discusses the who, when, where, how, what, and why of a news wires story or announcement for the purpose of getting additional media coverage. They also follow a specific format that may vary slightly depending on the type of press release issued.
Press release services like eReleases have mastered the art of writing press releases and distributing them for maximum impact. Take advantage of their affordable services to get the most media coverage for your company’s story.
The Purpose of Press Releases
Ultimately, the purpose of press releases is to earn positive media coverage. This could be proactive, such as building brand awareness, announcing an expansion, or launching new products or services. Alternatively, the purpose of a press release could be reactive, such as to counteract negative media coverage or explain why something went wrong.
A newswire press release should be purposeful and tie back to specific business goals. For example, marketing press releases can be issued to get local media news coverage of company milestones and new product and service offerings. Brands can garner local and industry coverage with news media releases announcing prominent new hires or industry breakthroughs.
Here are some of the common business goals that drive the issue of press releases:
Brand awareness: Press releases can increase brand awareness in multiple ways. For example, services like eReleases can place press releases in news outlets for specific regions, industries, and audience demographics. They also send press releases to individual journalists and publication editors who frequently cover stories intended for your same target audience. Also, businesses will often issue press releases before publicity stunts to ensure maximum media coverage.
Brand image: Media releases can be used to position your organization in a positive light. For example, you might use business press releases to showcase philanthropic events you’re hosting or recent donations. They can also be issued for brand image repair, such as a crisis press release issued following negative press or to show how your company responded to fix a problem in your business.
Professional credibility: A positive newsworthy announcement—like a new business launch, a merger, a new hire press release, or an award announcement—helps to position your company as a more credible one.
Industry leadership: PR news releases can secure your business’ reputation as an industry leader. A product breakthrough, for example, can position your company as a leading innovator in your industry. You can also tout your company’s successes in press releases targeted at journalists and media outlets covering your industry’s news.
New leads: With exposure comes the potential to gain leads. Press releases allow you a positive means to get your company before new target audience members. You can even include a call to action that contributes to lead generation, such as a link that leads to a high-converting landing page on your website.
Sales: When announcing a product, merger, acquisition, or new business launch, a press release can help attract prospective buyers to your new endeavor. Often, this targeted exposure leads to more sales.
Events: Get the media to attend and cover your events, such as open houses, grand openings, or VIP customer events, by issuing a media advisory in advance of the occasion.
A great way to learn more about what an issue press release is and how to use them effectively is to see how other businesses use them. See how other companies have used press releases to target specific business goals by checking out these press release examples. You’ll find more than a dozen examples of highly effective media releases for inspiration to write your company’s story.
Then, when you’re ready, read our article detailing how to write a press release step-by-step. It includes a free press release template you can download and use to write your press release more easily and increase your chances of gaining additional media coverage.
