Easy methods to Write a Press Launch [Free Press Release Template + Examples]
In right this moment’s world, manufacturers need to generate their very own buzz. Customers aren’t ready for the day by day newspaper anymore to get their information. As a substitute, they’re scanning headlines on Twitter, Fb, and different social media platforms.
One method to management the narrative surrounding your model is thru press releases. Whether or not it is sharing a brand new product launch or modifications in your organizational construction, an everyday cadence of significant information might help an organization stand out and construct mindshare with journalists over time.
On this submit, we’ll focus on:
What’s a press launch/information launch?
A press launch is an official assertion (written or recorded) that a corporation points to the information media and past. Whether or not we name it a “press launch,” a “press assertion,” a “information launch,” or a “media launch,” we’re all the time speaking about the identical primary factor.
Whereas the heading ought to include motion verbs, the primary paragraph ought to reply the “who,” “what,” “why,” and “the place.” The press launch must also include comprehensible language and a quote.
Most press releases are succinct at only a web page lengthy – two pages tops. In the end, corporations need to present sufficient info in order that information shops have adequate materials for publishing their very own tales about regardless of the firm is asserting within the launch.
One factor to recollect is that press releases dwell within the public area, which suggests your stakeholders and prospects can see them.
So, as an alternative of considering of a press launch solely as a ticket to incomes information protection, take into account it as a precious piece of promoting content material.
Whereas there is not any cut-and-dried formulation for what a press launch ought to embrace, listed here are just a few varieties of events that can assist you carve out a spotlight on your press launch and decide what content material would assist you broadcast your information in one of the best ways:
Sorts of Press Releases
- New Product Launches
- Mergers and Acquisitions
- Product Updates
- Grand Openings
- New Partnerships
- Govt Promotions/Hiring
The product launch sort of press launch is effective to get the phrase out in regards to the new options your group is providing to shoppers.
It ought to emphasize the product’s specs, pricing, availability, and every other particulars which may be precious to shoppers.
Mergers and Acquisitions
Organizational change is noteworthy sufficient to warrant a press launch, particularly for informing present and future stakeholders in regards to the progress and trajectory of an organization.
To announce an acquisition or merger, embrace particulars about all organizations concerned, details about the merger or acquisition, and quotes from the management groups.
Much like a brand new product launch, product updates and expansions are additionally ripe for promotion. Clarify what the change is, why it was made, and the way it advantages the person.
Press releases are an necessary element of occasion advertising to draw promotion from information shops and different media sources.
You will need to embrace:
- What the occasion is about
- Who ought to take into account attending
- When and the place it is going to be held
Whether or not you opened up a brand new workplace, relocated, or are opening for the primary time, announce the small print with a grand opening press launch.
Announce the date and site the grand opening shall be held, who’s concerned, how the grand opening is being celebrated, and the explanation for the transfer (if relevant).
Much like mergers and acquisitions, a press launch asserting new partnerships is a mutually useful advertising tactic.
To successfully execute any such launch, make sure you write a abstract about every firm, why the partnership was created, who advantages, and any further necessary particulars for present and future stakeholders.
Rebranding is a tough factor for any enterprise to do, and it could possibly often end in confusion and awkwardness.
One method to make the transition smoother is by asserting the rebrand with a press launch, together with particulars on what’s altering, the explanation for making the change, dates the modifications go into impact, and quotes from the management staff.
Govt Group Adjustments
Executives usually function faces of the corporate, and a press launch features to kick off this position.
It might embrace biographical info to determine their credibility together with a photograph and different pertinent particulars.
With regards to enterprise excellence, it is OK to brag. Press releases about awards and accomplishments serve to cement your group as an authority in your area.
Such a press launch consists of details about the corporate and why they got the award, details about the award itself, and particulars in regards to the ceremony (if relevant).
Press Launch Format
- Contact info and ‘For Quick Launch’ on the high.
- Title and italicized subheading to summarize the information.
- Information location and information peg in opening line.
- Two to 3 paragraphs so as to add context and extra particulars.
- Bulleted details and/or figures.
- Firm description on the backside.
- Three pound symbols (###) on the finish to indicate the top of the discharge.
When formatting a press launch, you need to write it in a newsy, simple manner so a journalist who may write about it could possibly think about it as an article on their information web site.
To start out, listed here are the fundamentals each press launch ought to embrace:
- Your contact info situated on the highest left nook
- The phrase “For quick launch” situated on the highest proper
- A headline that rapidly explains the announcement
- Your enterprise location within the first sentence of the press launch
- A fast bio about your organization on the finish of your press launch.
You additionally may need to embrace “###” or one other signifier to point out the journalist that the discharge has ended. Previously, this prevented busy journalists from ready or flipping the web page for extra info when there was no extra information. Nonetheless, this custom is nonetheless adopted and highly-respected right this moment.
Now, onto the physique of your press launch:
- Your first paragraph ought to state what the announcement whereas offering some context round your small business and what it does.
- The subsequent two to 3 paragraphs ought to embrace quotes from an organization spokesperson or enterprise govt to elucidate the “why” behind this announcement.
- Your final paragraph needs to be an “About Us” part that explains what your organization is and what it affords.
On this instance, Catbrella Inc., a fictitious advert company that simply gained its tenth Twitter follower after two years of paid social media efforts, declares its achievement in a press launch.
*Disclaimer: HubSpot is solely accountable for the silliness of this fake announcement.
Writing a press launch to interrupt necessary firm information might help companies develop higher, however doing it proper is simply as necessary. This is find out how to write a press launch, just like the one above, step-by-step.
1. Write a compelling headline.
You’ve got received your announcement in thoughts, and now it is time to get it down in phrases to share together with your neighborhood, trade, and followers.
Identical to writing the proper weblog submit title, establishing your press launch for achievement begins together with your headline. You solely have one line to work with, which might appear scary, however take into account your phrases fastidiously to make your headline fascinating.
Listed here are some tricks to make your headline stand out:
- Use motion verbs.
- Be particular.
- Preserve it brief.
Most significantly, make it fascinating: Needless to say reporters get dozens, if not a whole lot, of releases every day, so make investments the time to write down a compelling headline.
Customers, however, see information tales throughout their timelines. As such, your headline must be fascinating sufficient to reel them in.
2. Convey the information worth to the press.
If you’d like your press launch to be newsworthy, it’s a must to give readers a motive to care.
A great way to make sure that is through the use of the reverse pyramid formulation when writing your press launch: Going from an important info to the least necessary.
Whereas the primary paragraph of your launch ought to clarify the who, what, the place, the second paragraph ought to cowl the why.
Reporters do not have a ton of time to sift via particulars and fluffy background info — they only want the details that’ll assist them inform your story to another person from a place of authority.
There should not be any new, essential info coated after these sections as a result of the readers may probably miss them.
3. Provide a tempting quote.
As soon as you’ve got set the scene, it is time to convey your particulars to life with a quote that reporters can use for context round your announcement and assist paint an image of how your information impacts the given trade, buyer base, and panorama.
Ideally, quotes shall be from key stakeholders in your organization together with your govt staff, mission leads, or these straight impacted by your announcement.
Quoting key figures and authorities underlines the significance of your improvement. The chosen quote ought to form your narrative and emphasize the core of the announcement.
Do not ask everybody in your workplace for a remark or really feel compelled to cite all 25 individuals included within the acquisition. Choose one or two important spokespeople and focus the quotes round their distinctive perspective.
4. Present precious background info on the topic.
On this final paragraph, take into account that the reader ought to have already got key particulars they want relating to your announcement.
Provide particulars right here that strengthen your narrative, like artistic or noteworthy methods your organization developed the mission or announcement at hand. Or, when relevant, touch upon the long run implications of your announcement.
One other great way so as to add worth to your press launch is through the use of newsjacking. A means of relating your press launch to one thing presently occurring to make it extra precious to the journalist and reader.
5. Summarize the “who” and the “what” in a boilerplate.
Twitter is chock-full of reporters lamenting press releases or pitches that do not clearly clarify what the corporate does or what the announcement is definitely about.
Describe what your organization does in clear, plain language and embrace a hyperlink to your organization’s web site early on.
In case you cite information, embrace a reference hyperlink for the information supply, and ensure each identify within the launch has an related title and firm as properly.
To maintain your self trustworthy on this entrance, ask a colleague to learn the discharge with out context and ask them to relay the knowledge again to you. If they can not recall the who, what, or why get again to the drafting board.
Press Launch Templates
Now, it’s lastly time to write down your press launch. How do you even start? Use the templates beneath to information your press launch creation course of. Every doc has placeholders for the important info you must embrace, relying on the announcement you’re making.
1. New Product Press Launch Template
Obtain This Press Launch Template for Free
Including a brand new product to your current lineup is all the time an thrilling improvement, one which you must announce the second you’re able to generate curiosity, jumpstart gross sales, and get early signups. This press launch template from HubSpot means that you can do exactly that in a succinct method, whereas nonetheless promoting the advantages and options that you simply’re providing prospects.
You too can share when the product shall be obtainable, how a lot it prices, and the place to seek out extra info. This type of important intel is important to drive early certified leads.
2. Startup Fundraising Press Launch Template
Obtain This Press Launch Template for Free
Use this template to announce a brand new spherical of fundraising for your small business. You may embrace a quote out of your investor and one out of your consultant, in addition to the explanations for why you’re fundraising.
Fundraising is among the most important issues you must do on your startup, no matter which stage your organization is in — whether or not you’re nonetheless within the creating levels or at a extra mature stage. You may have already got just a few rounds of funding below your belt, however should you’re delving into a brand new spherical, the general public ought to know.
Utilizing this press launch template won’t solely assist you construct buzz round your organization, however assist you entice the eye of angel buyers searching for new, rising startups to spend money on.
3. New Partnership Press Launch Template
Obtain This Press Launch Template for Free
In case you’re partnering with one other enterprise to supply an improved product or a brand new integration, use this press launch template. You get area to explain the brand new advantages and options prospects will take pleasure in, in addition to direct quotes out of your and your associate’s representatives.
A partnership announcement will generate pleasure on your mutual collaboration and permit you to connect your identify to a different main firm (and vice versa, on your associate). Word: In case you’re merging or buying one other firm, now we have a distinct template for that — obtain it right here with the remainder of the package.
4. Momentum or Milestone Press Launch Template
Obtain This Press Launch Template for Free
Milestones are completely value asserting — particularly should you’re a public firm or planning to hunt funding from buyers. Use this template to share your milestone, why it’s necessary, and which successes you’ve lately skilled. As well as, you may share direct quotes out of your executives and administrators in regards to the optimistic influence of the momentum you’re seeing.
Undecided what a milestone press launch can appear like? This is one instance from HubSpot.
5. New Govt Rent Press Launch Template
Obtain This Press Launch Template for Free
Whether or not you’ve lately employed a brand new Chief Advertising and marketing Officer or on-boarded one other high-level govt to your Board of Administrators, it’s important to announce these main modifications. It not solely helps the general public get to know your management staff, however helps your individual firm expertise the joy of getting a brand new govt on their aspect. Plus, it may be a superb morale booster on your new rent.
Use this template to do exactly that. You have got area to share direct quotes and particular examples of why your latest govt is such an amazing match on your firm.
On the lookout for extra? The package beneath consists of the entire above press launch templates, plus extra templates based mostly on the kind of announcement your organization needs to make.
Obtain This Press Launch Template for Free
This template package additionally affords artistic replacements for the normal press launch and a information on find out how to create a complete promotional plan. You will have precisely what you must drive model consciousness and stand out amongst your rivals.
Press Launch Examples
Many individuals suppose press releases need to be chock stuffed with buzzwords and branded phrases.
“Large information,” anybody? 5-syllable phrases it’s a must to search for on Thesaurus.com? Quotes from each govt on the planet that go on for pages? We have seen all of it. Sadly, so have reporters – and they’re not followers.
As a substitute of stuffing your subsequent launch with trade jargon, take a web page out of our guide (OK fantastic, book), The Newsworthy Information to Inbound Public Relations, and brainstorm some artistic approaches on your subsequent announcement.
Are you able to embrace new information? A exceptional graphic or video? A shareable SlideShare? If that’s the case, a artistic angle might help carry your content material and improve the probability of social sharing.
Now, to get you considering heading in the right direction, check out some artistic press launch examples beneath, the kind of information every one is reporting on, and what makes the discharge distinctive:
Sort of press launch: Acquisition
The very first thing that stands out on this press launch is the headline. It tells a full story with out being too lengthy: It covers who’s concerned (Microsoft and Activision), what’s occurring (an acquisition), and why it issues (to convey the enjoyment and neighborhood of gaming to everybody).
All through the press launch, you get quotes from leaders in each organizations, serving to clarify the advantage of this acquisition and the way it will transfer the trade ahead.
Towards the underside of the press launch, you get further context surrounding every firm’s market share and the way this acquisition will influence the trade.
Sort of press launch: Group and workplace enlargement
Organizational modifications can appear comparatively boring. One method to generate some curiosity is to incorporate visible parts so as to add extra dimension to the story.
On this press launch asserting a staff and workplace enlargement, enterprise capital agency Flourish shares pictures of some new hires proper on the high, instantly drawing readers in.
The discharge dives into the explanation behind the enlargement and the important thing areas of focus shifting ahead. Then, we get a fast bio for every rent featured within the picture, which might help construct pleasure surrounding the model’s future.
The important thing takeaway right here is: Do not be afraid to make use of visible parts in your press launch, as they might help draw readers in.
Sort of press launch: Occasion
Because the shortest press launch within the bunch, SuperCom exhibits that much less is commonly extra.
On this launch, safety options firm SuperCom introduced its participation in an upcoming convention.
With regards to occasions, an important particulars are date and site. So long as you may have these key items, the whole lot else is a bonus.
One factor that may’ve elevated this launch is a quote on who can profit from attending this occasion and why, as a method to reel in potential attendees.
Sort of press launch: Program launch
We have additionally crafted this complete, easy-to-follow press launch template full with a promotional plan and concerns on your subsequent announcement. We use these identical tips when writing and formatting our releases right here at HubSpot, and created a pretend, pattern launch for example what content material goes the place and why.
Suggestions for Publishing Press Releases
Writing a press launch is admittedly solely half the battle. When you’re completed with manufacturing, it will be time to concentrate on distribution.
In fact, we’re all acquainted with the normal distribution levers we will pull, which embrace publishing the press launch on our web site/weblog in addition to sharing the press launch with our followers/subscribers through social media and electronic mail.
To get the utmost quantity of distribution doable, listed here are some ideas you may comply with.
1. Attain out to particular journalists.
As a substitute of blasting a press launch out to each journalist you could find an electronic mail tackle for, concentrate on just a few journalists who’ve expertise masking your trade (and firm, hopefully) and ship them customized messages.
Join the dots. Present why what you wrote connects to what they write.
2. Ship the discharge to high journalists the day earlier than.
Give journalists a while to craft a narrative round your press launch by sending it to them — below embargo — the day earlier than it formally goes dwell.
“Underneath embargo” simply means they are not allowed to share the knowledge within the press launch till the time you specify.
3. To keep away from competitors, do not publish your launch on the hour.
In case you’re publishing your press launch on a distribution service like PR Newswire or Enterprise Wire, keep away from publishing it on the hour (e.g., 1 p.m., or 3 p.m., or 5 p.m.).
The rationale? Most corporations schedule their releases to exit on the hour, which suggests in case your launch goes out on the hour too, it is extra more likely to get misplaced within the shuffle.
As a substitute, attempt going with a extra distinct time (e.g., 1:12 p.m., or 3:18 p.m., or 5:22 p.m.).
4. Share your media protection.
If all goes in accordance with plan, and your press launch will get picked up by the media, your job nonetheless is not completed.
To maintain the excitement going, you may launch a “second wave” of distribution by sharing the precise tales that information shops write based mostly in your press launch.
You too can share the information in your digital channels, like social media and electronic mail, to convey consciousness to your announcement.
How To Stand Out In The Information
The important thing to retaining your PR technique new college is forgetting preconceived notions of what public relations is and as an alternative specializing in creating extremely exceptional content material. Conventional press releases can nonetheless be actually precious when executed properly.
As a substitute of ditching releases as a tactic, give them a contemporary makeover to make them extra helpful on your advertising.
Take into consideration how you’ve got used inbound strategies to rework your advertising methods to be extra customized, approachable, and construct relationships. Those self same ideas apply to your PR technique: Create content material to craft your individual story and use tactful outreach to get the media acquainted with (and enthusiastic about) your model.
Editor’s observe: This submit was initially printed in November 2019 and has been up to date for comprehensiveness.