purpose of a press release how does a press release work

Who – What – When – Where – Why – How. Almost all newspaper stories start off by answering most of these questions. Try to answer these questions in your story. For example: Sherry Smith won first place in the Cutest Pet contest yesterday at Columbia Mall. Check your local newspaper for more examples.
A press release communicates to an audience that has no idea about the happenings of an event in question. Usually, the occurrence can be current or expected. By creating the awareness, you are able to get many people involved in the process so that your event gets as many people as possible.
In almost all cases, we would recommend eReleases or PR Web over PR Newswire. However, PR Newswire does offer a unique feature — if you opt for their premium option at $399, then the image in your press release will be broadcast in Times Square. This likely won’t generate the same kind of media attention or online exposure that submitting your press release to newswires will, but you could capture an image of the broadcast for use in future promotional materials.
Finally, when you mass pitch reporters…the reporters know. You’re not fooling anyone by customizing the name in the greeting line for each recipient. And reporters like to feel special, like they’re the only one you’re pitching your news to.
Technically, anything deliberately sent to a reporter or media source is considered a press release: it is information released by the act of being sent to the media. However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity they desire. The format is supposed to help journalists separate press releases from other PR communication methods, such as pitch letters or media advisories. Generally, a PR body consists of 4 to 5 paragraphs with word limit ranging from 400 to 500. [1] However, press releases can be anywhere from 300 to 800 words[2]
News sources, collectively, described as alternative media provide reporting which emphasizes a self-defined non-corporate view as a contrast to the points of view expressed in corporate media and government-generated news releases. Internet-based alternative news agencies form one component of these sources.
FIRST PARAGRAPH: This 3-4 sentence paragraph should include who (the authors), what (the main finding), when (journal and date of publication), and why (relevance). Again, use the active voice and avoid scientific jargon. The first paragraph should be a stand-alone snapshot of the research.
“A boilerplate is usually found at the end of a press release, and briefly describes the company or organization related above. The short paragraph consisting of just a few sentences concisely explains the company or organization.”
Write the body copy. The press release should be written as you want it to appear in a news story. And remember this: most journalists are very busy, and don’t have time to research your company’s big announcement, so much of what you write for your press release will be what the journalists in their writeup of your big event. Whatever you want them to say, this is where you put it.
3. You’ll get a pretty report. The release distribution service(s) you choose will send you graphs and charts that detail how far and wide your news has spread. This will include the websites that picked up your news (there will be hundreds, but like a tree falling in the woods with no one to hear it, does content really exist if nobody sees it?), headline impressions (they don’t really matter), page reads (a significantly lower number, that may or may not matter), and interactions/clicks (see previous parenthetical). These reports look impressive, but when you dive into the actual KPIs and ROI, the results of the distribution will probably leave something to be desired.
This will put your press release into context and orient the reader about the date and time of your article. What’s more, current city and publication date information helps readers recognize the press release as recent and relevant.
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at 1,834 stores and at Target.com. Since 1946, Target has given 5 percent of its profit to communities, which today equals millions of dollars a week. For more information, visit Target.com/Pressroom. For a behind-the-scenes look at Target, visit Target.com/abullseyeview or follow @TargetNews on Twitter.
Nice list but very expensive options for the paid sites. I have used a guy on Fiverr who submitted to some premium press release and news sites at a fraction of the cost and the results were good – http://fiverr.com/datwriterguy.
I find the opposite to be true. PR people are dinosaurs. Paying people to try to get you free advertising for more than the actual advertising would cost. Well placed ads are more effective. I run a popular local interest web site and get PR people all the time trying to get a blurb printed; for the cost of those people they could get prime placed advertising for a year. Another problem is that nobody reads traditional media anymore; in the old days you were paying for relationships between PR people and publications. Now those relationships aren’t much become few people read the publications. And there are so many more publications, if you do get placement only a tiny fraction of people read it.
Every element of your message needs to drive to your objective, e.g. driving traffic to a web site, getting people to register, or inspiring media coverage. Keep this in mind as you develop your message.
PR For Books: This is a specialist, UK based book promotion company which currently charges just under $290 for their services. PR For Books sells their services on the basis that they are a specialist book marketing company with over a decade of experience. They claim to have a track record dealing with the most relevant sources of publicity for authors – book reviewers and literary media, for example.
The opening paragraph complements the headline by giving a fuller explanation of what the story is about. The skill is in getting all the key information in without saying too much too soon. A good opening paragraph should be able to stand alone. Think of it almost like a radio news bulletin.
Topsarge Business Solutions (TBS) is proud to announce it is now a Wiley Everything DiSC authorized partner. Already a leader in corporate training and communication, this partnership sets TBS even further above its competition. Everything DiSC is a research-validated a personality assessment that helps… – March 04, 2018 – Topsarge Business Solutions LLC
A press release is written in different ways depending on the situation. However, if we consider a standard press release template, it begins with the name of the company, their contact number and email address of the person who wrote it. Also, the press release is printed on the letterhead of the company which must have the company’s slogan along with the above mentioned particulars.
Thanks, Kari! You’ve confirmed what I thought. I’m a (very) small business on a shoestring startup (or maybe just baling twine) but with a unique, timely and as far as I know, unheard of product. Waiting to be discovered is a bitch so I want to make some noise that will be heard. As far as one-on-one emails to reporters, do I start at the top with GMA? 😉