Are Press Releases Still Relevant?
I get asked this question often by clients. And the answer is a resounding “Yes!”
Press releases are perhaps one of the most misunderstood - and misused - public relations tactics. According to Cision, one of the top communications platforms for PR practitioners, “According to our 2023 State of the Media report, press releases are the number-one resource journalists rely on to generate ideas for stories. They’re also among the most useful ways to generate earned media coverage for your brand.”
What is a press release?
So let’s talk about what a press release is, and more importantly, what it isn’t. Quite simply, (again, according to Cision), a press release is a “statement that provides information about a significant event to members of the news media.” Some of the topics that make for great press releases include new product launches, publicizing results of research studies, company expansion into new industries or geographic markets, awards and recognitions, new high level executive appointments, and any headline-grabbing event.
I’m a bit old school when it comes to press releases (cannabis press releases in particular) and I still believe that they should be somewhat formal and corporate. We advise clients to stick to just the facts in press releases and avoid self-promotional editorial statements (I caution clients to avoid too many adjectives when talking about their company or products - words like best, strongest, most innovative, etc). Press releases are often also called “news releases” with the emphasis here being that you should only send one on out on something that is truly newsworthy. Launching a hot new product that solves a problem is a newsworthy. Putting out a release that is all fluff about how great your company is, is not newsworthy.
Generally, a press release should also be very time sensitive - remember, you’re announcing something is “breaking” news so it should be timely. Back in the day, it was nothing to receive a call from a client in the morning wanting to send out a press release in the afternoon with some exciting news.
How to write a press release?
My first piece of advice here is to hire a professional (ahem!) to ensure you’ll be getting the biggest bang for your buck. It’s important that you understand the difference between marketing vs public relations so your release isn’t too promotional. But most press releases follow a standard format of:
Headline/subhead that is your attention grabber,
An introductory paragraph that breaks the “news”,
A quote from a company representative about the importance of this news,
More specific details and facts on the announcement,
You can include a paragraph on industry statistics and why your announcement is important,
Another quote from an inside or outside representative or client that reinforces the importance of this news,
A boilerplate paragraph that explains more about your company,
A contact name, phone number, and email for journalists who want more information or interviews.
How to distribute a press release?
I’m still a fan of newswires (PR Newswire, Businesswire, and Globe Newswire are three of the biggies we work with) as these will give you the greatest exposure. These platforms generally distribute your release to hundreds of thousands of newsrooms and journalists across your desired demographic area. You can also choose additional target industries for greater saturation of your release ranging from tech to healthcare to lifestyle. The price for your release will depend on many factors including word count, number of target industries, and number of images.
Once your release has been distributed, you’ll receive a report showing those media outlets that ran your press release. You can further expand on your press release by sending it out to your client and prospect lists, as well as posting on social media.