Press release also known as a news release is a written or recorded communication for news media for announcing something claimed as having news value.
Typically, the purpose of a press release is to accurately represent and promote significant corporate news. A good press release may announce a new product or a newsworthy event. The information presented within your release should follow the pre-existing format. The bulk of a press release must include the announcement your client is making. However, a press release should also specify whether the information is for immediate release. It needs to include a date, location, contact information and a little more information about the company or organisation making the announcement.
Some other common goals of a press release include:
- Alerting the media in hopes the release gains a reporter’s attention
- Sharing official information about a client, company or organisation with the intention of planting the seed for a possible news story and press coverage
- Promoting brand awareness and identity
A press release, which may also be referred to as a media release, is different from a media advisory. The two strategies often used by PR professionals serve very different promotional purposes. A press release often resembles an article and should contain quotes and facts that can be picked up for use in future news stories. A media advisory only provides basic information with the goal of increasing attendance at a live event or something similar.