Launching a press release

In today's fast paced world of public relations one of the biggest tools any public relations practioner uses is that of the press release. A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. A press release is "launched" typically, by being mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press-release distribution services can also be used to distribute news releases. Sometimes news releases are even sent for the purpose of announcing news conferences.The use of press releases is extremely common in the field of public relations, the aim of which is to attract favorable media attention to the PR firm's client, and publicity. With the ultimate goal of which is to attract favorable media attention for products marketed by the clients.

While there are several types of press releases (such as the general news release, event release, product press release and, most recently, the social media release), press releases often have several traits of their structure in common. This can help journalists separate press releases from other PR communication methods(such as pitch letters or media advisories). Some of these common structural elements include:

• Headline- this is used to grab the attention of journalists and briefly summarize the news.
• Dateline- this will contain the release date and usually the originating city of the press release.
• Introduction- this is the first paragraph in a press release, that generally gives basic answers to the questions of who, what, when, where and why.
• Body- this will provide further explanation, statistics, background, or other details relevant to the news. Boilerplate- this is generally a short "about" section, providing independent background on the issuing company, organization, or individual.
• Close- in North America, traditionally the symbol "-30-" appears after the boilerplate or body and before the media contact information, indicating to media that the release is ending. A more modern equivalent that has been used is the "###" symbol. In other countries, there are other means of indicating the end of the release that may be used, such as the text "ends".
• Media Contact Information-this will include name, phone number, email address, mailing address, or other contact information for the PR or other media relations contact person.

There are essential tips that can be used by any P.R. practioner to help insure that their press release is written and launched as effectively as possible. These tips are:

• Consider using a press release distribution service.  They can often reach a significant amount of media quickly and in a cost efficient way.  
• Make sure the information you are sharing is newsworthy.  While you are trying to promote the best interest of your company or client the media will not pick up on your press release unless it is news worthy. Make sure you wait until you have something with enough substance to issue a release. 
• Make sure that you are telling your audience that the information is intended for them and why they should continue to read it.  If you fail to capture their attention right away you may never get your press release read all the way through.  
• Make sure that you start with a brief description of the news, and then you can distinguish who announced it, and not the other way around. Media outlets get tons of press releases they are looking for information not self-promotion. 
• When writing a press release it is crucial to consider how people are going to relate to this and will they be able to connect?  It can be helpful to make sure the first 10 words of your release are effective, as they are the most important.  
• It is critical to provide as much contact information as possible, such as: Individual to Contact, address, phone, fax, email, Web site address.  
• For a successful press release launch make it as easy as possible for media representatives to do their jobs.

 By following the above tips you can help insure a successful press release launch but like many aspects of P.R. there are things that you want to avoid as well. Here are some press release "sins," with several easy ways to have a press release ignored by the media. 

• Forget to include any media contact information. If a press release catches the attention of a journalist, they need to be able to know where they can contact someone for additional information or interviews. If there is no way for them to contact the sender of the press release (generally through either email or a phone number), the press release is usually discarded no matter how strong the news angle is.  
• Do not make the news angle clear in the headline of the press release. Headlines need to be "catchy," and not "cutesy." While they have to be able to immediately grab a reader's attention, it's just as important that the press release headline makes the basic news value of the story crystal clear.  
• Distribute a press release that is full of typographical errors. Media representatives felt that if a company can not be bothered to proofread a press release, it's like telling them directly that the news must not be that important after all.  
• Make the press release read like an advertisement. Filling a press release with hype, marketing copy (using adjectives such as saying it's the "best," "wonderful," etc.), or testimonials will turn off most journalists in an instant. PR and advertising are not one and the same, and members of the media can instantly tell the difference. While they are happy to give your press release free coverage they won't feel the same about your advertising. 
• Write the press release in long blocks of text, or make it multiple pages. Journalists can receive a huge number of press releases every day, and they have to separate the quality news from the worthless. If they can not get the basic idea of your news by glancing at your release (this is through a descriptive headline and summary, and easy-to-scan paragraphs in the press release body), they likely won't even finish reading it.  

• Fill your press releases with canned speech.  Keep in mind that the press you are trying to reach are well-versed and knowledgeable.  Press representatives will be able to spot a canned press release from the first few sentences. Public Relations practitioners need to have clear message points and be prepared when speaking with the media, because real opinions and verifiable facts will trump the spin every time. Those who lead with the truth about their business or industry will soon be on the way to the top.  
• Speak with fear and trepidation.  Those in Public Relations must banish the gods of fear. It is crucial to speak with authority and conviction; and not be afraid to speak your mind about issues that are important to your industry. Using quotes with a measurable level of emotion will help your press release stand out. Too often, those in Public Relations fear their strong words might do damage.  
• Do not be a trend spotter.  There is nothing more that a Public Relations practitioner can do to help themselves than by being a "trend spotter," or better yet, "scoop spotting." Journalists love to identify with the next big trend. If you want a journalist to remember you, help them out by letting them know which way your industry is turning or heading. Furthermore, if you can offer up a real nugget of unreported news (a scoop), you will have a friend for a long time.  

Press Release Distributors

Yet with all the help available many Public Relations practitioners still choose to turn to a press release distributor. The advantage of using this type of company is that they can in both a cost effective and timely manner write and distribute a press release. Many of these companies work all types of press releases while others specialize in product press releases or special forms of distribution (such as video press releases). Most of these types of distributors include with the press releases: financial announcements, graphics, audio and video files, and other time-critical business communications materials, to a worldwide audience of media, analysts and consumers. Before deciding what distributor to use it is crucial to determine how large their distribution list is and if it will meet your needed target market. A search online will offer extensive directories of press release distributors. Usually the distributor will charge a set price for the writing of the press release with additional charges for distribution. Pricing for distribution services usually is a set price for a basic package with the price increasing for any add-on work. These add-ons can include but are not limited to: local distribution, target market distribution (college, ethnic group or religious group distribution), proofreading and editing.