According to Wikipedia, a press release is given the following description, “A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.”
So in business, what should your press releases look like? Well according to an article written by Destiny Malone of Mannix Marketing, according to the article there are 10 items you need to consider before submitting your release to the media. I have outlined a few of my favorite points below.
Headline Should Always Be in Active Tense:
Good: “Johnsons RV Park opens new cabins” Bad: “Johnsons RV Park opened new cabins”
People want to know what’s happing right now and it doesn’t matter if the event took place in the past.
Need to have the 5 W’s, Who, What, Where, When and Why.
Kerrville, Texas (September 25, 2015) – Johnson’s RV Park, in Kerrville Texas, opens 5 deluxe cabins to accommodate the growth due to the demand for cabin rentals.
Add a Biolerplate:
This is a brief paragraph that talks about your company. It could contain items like, your core values, mission statement, featured amenities and other services of your establishment and it should remain the same for every press release.
What not to do:
Disparage your competitors. A press release should contain why your company and service should win business. Businesses that use press releases to disparage their competition only raise suspicion amongst the business that they are trying to acquire and ultimately hurt their respective industry.
Going back to the Wikipedia definition, create something that is newsworthy and if you have nothing newsworthy to write about, then it might be time to create something within your business that is worthy of headlines.