An Overview Of Press Release: Considerations and Goals

what is press release

What is a press release?

Many times the best way to highlight or create a buzz around products, partnerships or any noteworthy development is to send out a press release, a document that consists of all the facts. This in turn is sent to various media outlets and more often than not nudges the journalists to take note and cover a larger story that helps build trust for the brand and audience.

The press release/announcement on a development within the company is usually shared by the Public Relations or Communications department of an organisation.

A press release can be shared on a monthly/bi-monthly basis depending on the frequency of announcements. Since it’s a fact-based document, it should adhere to basic journalistic principles of objectivity.

What to consider while putting together a press release?

A press release is a fact-based news article usually distributed across by the Public Relations department of the organisation. The press release document should answer the 5 W’s & 1 H that addresses the main purpose of the announcement. In other words:

The press release should consist of the following:

  • What is the significance of the announcement/event?
  • Who is announcing or who is it being held for?
  • When/timelines of the event that is being announced
  • Where the location of the event is being held
  • Why is the event being held?
  • How it is being held/medium of interaction for the event (is it an online or physical event)

Goals of a press release

The main focus of an organisation issuing a press release is to gain instant exposure which helps them gain credibility while also helping them build trust with existing as well as prospective customers.

  • To keep the media abreast about all the developments and pique the media interest, organisations share relevant information through a press release
  • To promote more visibility for the announcement/development across the media universe
  • To amplify the announcement on various other platforms owned by the organisation (blogs, websites, and other social networking platforms)

A press release has its limitation and as a standalone PR tool, it may not result in the desired mileage for a brand. The press release is always limited to 800-1000 words and cannot be used for every elaborate piece of communication a brand plans to send out. However, it is a short yet effective tool to generate immediate buzz for a brand. Keeping in mind the above factors, the reach and use of a press release can be made effective.