A press release is a statement delivered to the media to provide information.
It could be in written format, a video release or image format, but it is a way of officially communicating a message on behalf of the sender, be it a brand, business or individual.
In the good old days, a press release would be fired out and journalists would scramble to react.
They were easier to control. Deadlines were set in stone making it easier to control who published what and when.
But today’s modern media, and the emergence and crucially importance of social media, means the ability to shape the news agenda via a press release is far harder.
Yet the press release, if used properly, remains a crucial way of communicating with the media. It’s an opportunity to communicate with them, to ensure they know who you are, and in the even of them needing an expert in ‘x’ they were impressed enough to make a note of your contact details.
A press release should contact a logo, contact details, a headline, sub-headline, date, an introduction which grabs the attention of the reader, a body of text which tells the story with a quote that is relevant.
Crucially, it should leave the reader wanting to know more. Not to write the story cotained within the release. But to realise that the sender is clearly an authority in the field and could have access to further stories, or an exclusive take on this particular press release.