What’s a Press Release?
A press release (PR) is a short, captivating new story announcing important news about a company, product, or individual. It is typically distributed to the media for publication.
The goal of a press release is to catch the interest of a publication or journalist.
What’s the Purpose of a Press Release?
A press release has several purposes, including to announce new products or services, to announce changes in management or ownership, to provide news about important events, and to generate publicity for a company or individual.
What Types of Content Can be Included in a Press Release?
Content for a press release can vary widely but typically includes news, announcements, product launches, events, and more.
How Does It Work
The press release process typically involves drafting a release, sending it to the media for publication, and monitoring the response.
The press release you send should contain all the essential information journalists need to write a story, including who, what, where, when, and why. The whole idea is to help reporters tell your story to their audience.
Why Do I Need a Press Release?
Now that we know what a press release is, the next question is: why do you need one?
There are many reasons to issue a press release. But the most common ones include announcing new products or services, announcing changes in management or ownership, providing news about important events, and generating publicity for a company or individual.
Here are some of the things a press release could help you out with:
- Announce an important event, such as a product launch, merger, campaign, schedule, news leaders, or workshops
- Generate publicity for your company or individual
- Announce changes in management or ownership
- Promote a new product or service
- Report on newsworthy events
- Pre-empt or respond to negative press
- Share your opinion on the development of your industry
- Remind people of what your company does
- Trumpet your recent successes
- Highlight new partnerships or initiatives
- Report on awards or accolades you or your team has received
What’s the Difference Between a Press Release and an Article?
While there is some overlap, there are several key differences between a press release and an article.
- A press release is a short, written statement announcing important news.
An article is a longer, more in-depth piece of writing about a topic.
- Press releases are typically distributed to the media for publication.
Articles are often published on company websites or blog sites.
- Press releases are typically shorter and less detailed than articles.
- Press releases are typically fact-based, while articles can include opinions and analysis.
What’s the Difference Between a Press Release and a News Release?
The terms “press release” and “news release” are often used interchangeably, but there is a slight difference between the two.
- A press release is a short-written statement announcing important news.
- A news release is an announcement of something that has happened, such as a merger or product launch.
Things to Keep in Mind When Writing a Press Release
When writing a press release, keep the following in mind:
Keep It Short
Your press release should be brief and to the point, not more than one page. Try to stick to the most important points and avoid including unnecessary detail. If the reporter needs more information, let them contact you.
Make it Easy to Read
Your press release should be easy to read, with short paragraphs and a clear structure. Use simple, straightforward language that journalists will understand.
Including quotes from key individuals can help give your press release more weight. It also makes it more interesting for reporters.
Include Facts and Figures
If you can, include some concrete facts and figures to back up your claims. This will help make your press release more credible.
Before sending a press release to any reporter, make sure you know the type of content the reporter writes about and that your story is relevant to their audience.
If you send them releases on topics they don’t write about, they’ll toss it away and never take you seriously ever again.
Include White Space
One page long is the ideal length for a press release, but it’s also important to make sure it’s easy on the eyes. Use plenty of white space to break up the text and make it easier to read.
Use at least 10-point font and half-inch margins.
Check the Guidelines
Before sending your press release to the media, be sure to check the publication’s guidelines for submissions. Some publications have specific requirements, such as formatting and length.
Best Press Release Distribution Services: 6 Important Features to Consider
To get maximum ROI, you need to distribute your press release to the right people in the right way. Here are six important features to consider when choosing a press release distribution service:
- Level of Media Traction and Exposure:
The press release distribution company you hire must ensure you gain maximum media exposure and get heard by the right people.
Your announcements will earn a good level of media traction if you hire a competent newswire with a solid syndication system and an extensive list of media outlets.
The media traction you receive depends on a few factors:
- The authority levels of the media sites picking up your story
- The level of optimisation the wire service does for your release
- The reach and syndication ability of the wire service
- The number of media outlets your release is pitched to
Trust, relevance, and authority are the three pillars of effective SEO. The three are often used as the key metrics for judging success in other marketing channels.
They also play a critical role in judging the success of a press release.
Authority: Appearing in a high-authority media outlet gives your release more weight and lends it more credibility.
Other media sites are also more likely to share it if it’s already been published on a highly-respected site.
Relevance: A release relevant to the audience of a high-trafficked media outlet is more likely to be picked up and shared by that outlet.
The press release distribution agency you choose must guarantee a significant level of relevance for your story.
When your story gets published on a highly relevant site, the story will receive reading attention from the site’s audience and other media sites.
Trust: People are more likely to engage more with your story when the trust is high.
Your release will earn more trust when it’s published on a site with outstanding levels of trust.
- Brand Exposure at a Single Click of a Button:
Your press release distribution company must offer you brand exposure at a single click of a button.
That means that your company logo and link will be featured on the wire service’s website, as well as all the media sites that syndicate your release.
You’ll also get access to detailed analytics, which will help you track the reach and performance of your release.
A press release distribution service such as MediaOne can help you push your brand across the web through their vast syndication network.
When you publish your release with MediaOne, you’ll get instant brand exposure on hundreds of high-traffic media sites. The press releases get indexed almost immediately. Take that as a positive signal on the media site’s trust level.
- Guaranteed Placement:
Your press release distribution company must offer you guaranteed placement.
That means that your announcement will be featured on the wire service’s website and all of its syndicated media sites.
It also includes guaranteed placement in the wire service’s daily email blast, which goes out to thousands of journalists, editors, and bloggers.
MediaOne offers you guaranteed placement in their email blast and on all of their syndicated media sites.
- Social Media Integration:
Your press release distribution company must offer you social media integration.
This means that your announcement will be automatically tweeted and posted to the media outlets’ and wire service’s social media accounts when it’s published.
The social media posts will include a link to the release on the wire service’s website and all of its syndicated media sites.
MediaOne offers you social media integration with all of their syndicated media sites. This will help you push your story further across the web and increase the chances of it being picked up by other media outlets.
- Expert PR Writing Option
The success of any press release campaign starts with the story itself. Finding the right angle and crafting a story that journalists will find interesting is difficult.
That is where an expert PR writing service can come in handy.
Your press release distribution company must offer you the option of having your announcement written by an experienced PR writer.
This writer will help you create buzz out of what many people consider an ordinary story.
- Fast and Reliable Customer Support:
Your press release distribution company must offer you fast and reliable customer support.
That means that you’ll be able to reach someone at the company 24/7 to answer any questions or concerns you have about your campaign.
On average, it takes between 18 to 24 hours for most newswire services to respond to inquiries.
- Impressive Media Coverage
Press release distribution services aren’t just about sending releases to journalists and bloggers. It’s about gaining as much exposure as possible for your company.
That’s why it’s important to choose a press release distribution company with impressive media coverage.
You want your press releases to show up on several top-tier media outlets, with a reach that extends beyond your typical trade publications.
Before choosing any PR distribution service, make sure it offers the best value for your money. Check to see what media outlets will pick up your news story and make sure they’re all premium.
However, you don’t want to do this at the expense of quality. Make sure that the distribution service you choose has a good reputation and offers high-quality services.
- Press Release Optimization: Multiple Media and Formats at No Extra Cost
Most press release distribution companies will charge you extra to optimize your announcement for multiple media. Only a few won’t.
By optimization, we mean re-writing and formatting your release to suit print, broadcast, and online media.
They may also include additional photos, videos, or infographics with your release to make it more visually appealing.
A competent press release service will never ask you to pay extra for press release optimization.
- Money Back Guarantee:
The best press release distribution companies offer a money-back guarantee.
That means that if your press release doesn’t get picked up by any media outlets, you’ll get your money back.
Make sure that the distribution service you choose offers a money-back guarantee. This will protect you in case your press release fails to get the traction you’re hoping for.
Types of Press Release Firms
Types of Press Release Firms
Not all press release distribution companies are created equal.
Here are the eight main types of PR firms that you’re likely to come across online:
- General News Wires
General news wires are the most common type of press release distribution company.
As the name suggests, these companies distribute your press release to a wide variety of media outlets.
This includes print, broadcast, and online media.
The idea behind using a general news wire is to generate traditional coverage for your company. The only requirement is that your story is newsworthy — although their definition of a newsworthy story is a bit of a stretch.
For example, you can send out a press release when your company hits a major milestone, even if it’s not really news.
- Broadcast Wires
Broadcast wires are similar to general news wires, focusing exclusively on broadcast media outlets.
This includes TV and radio stations.
If you’re looking to generate exposure on TV or radio, then a broadcast wire is the right distribution service for you.
- Online News Services
Online news services distribute your press release to a wide range of online media outlets.
This includes websites, blogs, and social media platforms.
The idea behind using an online news service is to generate exposure on websites and blogs that wouldn’t normally cover your company.
- Trade Publications
Trade publications are publications that target a specific industry or market.
They usually have a smaller reach than general news wires, but the readership is typically more engaged.
If you’re looking to generate coverage in trade publications, you need to use a trade publication distribution service.
- Regional Newspapers
Regional newspapers cover a specific geographic area.
For example, there are regional newspapers for cities, states, and countries.
If you’re looking to generate coverage in a specific region, you need to use a regional newspaper distribution service.
- Local Newspapers
Local newspapers are similar to regional newspapers, but they have an even smaller geographic focus.
For example, there might be a local newspaper for a city or town.
If you’re looking to generate coverage in a specific location, you need to use a local newspaper distribution service.
- Syndication Services
Syndication services distribute your press release to a wide range of media outlets, but they don’t have their own distribution network.
Instead, they partner with other companies to get your press release in front of journalists.
If you’re looking for a way to reach a wide audience, you should consider using a syndication service.
- Custom Services
Custom services are exactly what they sound like — custom-made solutions for your specific needs.
For example, you might work with a custom service to develop a targeted list of media outlets for your press release.
You might also work with a custom service to get your press release distributed through a specific channel, like social media or email.
If you have specific needs that can’t be met by one of the other types of press release distribution companies, then you should consider using a custom service.
How to Hire a Press Release Firm/Agency
When you’re looking to hire a press release firm or agency, there are a few things you need to keep in mind:
Make sure the firm or agency has experience distributing press releases to the type of media outlets you’re interested in.
Press release distribution isn’t cheap, so make sure you get a firm or agency that offers a good value.
Ensure the firm or agency has a good reputation and a track record of success.
Ensure the firm or agency is easy to communicate with and responds promptly to emails and phone calls.
The firm or agency must meet your deadline for distributing the press release.
- Distribution Network
The firm or agency must have an extensive distribution network connecting to different types of top-tier media outlets.
Part of the job of being a marketer is writing effective press releases for marketing in Singapore. They are vital in communicating the latest news about your brand. Other than the time involved in writing the press release, they are an affordable avenue of communication to your online and offline audiences. Another overlooked advantage is that when news media and publishers post your press release, it often comes with very high authority backlinks (albeit mainly no-follow) which can provide powerful link juice to your websites.
Talking of writing the press release, it is both an art and a science. Journalists respond only to the best pitches since they are always busy. Fortunately, all it takes is practice but before you get it right, you can use a digital marketing firm in Singapore to write the first one for you. In this article, you will learn:
- How to identify the best hook for your news story (newsworthy angles)
- How to write and format press releases
- What you should ensure your press release gets read
By the time you are done reading this article, you will learn how to attract the right amount of recognition for your brand in Singapore.
What is a Press Release and Why You Need It for Media Marketing in Singapore?
This is a one or two-page document for sharing breaking news with the public. Journalists are the intended readers, but general audiences too can read them. They use the reverse pyramid format to emulate a news article format, with the most important news being displayed first..
Irrespective of the size of your business, you can use a press release to achieve a variety of goals tied to media marketing in Singapore. Most brands in Singapore use press releases for the following purposes:
- To get media coverage especially when you release a new product, service, or feature
- Crisis management especially when things go wrong, you need to tell the story first
- Build your brand’s reputation for example during a re-launching campaign
- To build backlinks from trusted media sites
- It is cost-effective to market your organisation
When to Send a Press Release
Any time is as good as any to send a press release for media marketing in Singapore as long as you have something newsworthy to share and this includes:
- Product launches
- Breaking news announcements
- Crisis management
- Sharing research
However, the bottom line is that you must have information that will be worth your audience’s time. This will dramatically increase the odds of your press release improving your offline and online social marketing goals.
What Content Should You Include In A Press Release?
To write a proper press release for media marketing in Singapore, you need to stick to the right format. Here is what you should include in your press release:
- Headline – ensure to make it clear why your story is important and interesting to read
- Press contact – how the media can get in touch with you
- City, State, Location – what is your location and where is your news happening?
- Body copy – order the information by level of importance
- Boilerplate – what is your brand all about?
How to Format a Press Release
Press releases for media marketing in Singapore have a defined format, and it is important that you maintain a consistent format. This is to ensure that the journalists know where to look for information, and it will be a boost for your online branding in Singapore. However, what should the formatted press release look like?
Five Examples of Amazing Press Releases
A press release will be instrumental for the growth of your brand and it can boost your digital media marketing in Singapore. Here are five examples you should draw inspiration from with reasons why they were successful:
Apple iMac Pro Product Launch Press Release
This press release was a success for the following reasons:
- They went into depth in describing their latest product, iMac Pro
- They included images that highlight the new design of their new product
- They highlighted different features of their product
The Thrill of the Hunt Event Press Release
This press release succeeded because:
- It outlined all the details of the event in the introduction
- They had posted the website throughout, and it was easy to find
- Heather Piper’s quote matches the overall tone of the press release
CNN Press Releases
This press release effectively conveyed the intended message to the audience because:
- The headline explains what’s happening
- It explained when the event would begin and end
- It was short and concise
New Hire Press Release from EverBlue Training
The EverBlue Training press release was successful for the following reasons:
- They had the name and title of the new hire in the headline
- The new hire had a quote
- It explains the new duties and responsibilities of the new hire
The Hormel Institute Research Press Release
This press release was to present their research findings, and it was successful for the following reasons:
- It included the research team that conducted and discovered the breakthrough
- It explains how the research started
- It explained what the disease the research would cure
Singapore Press Release Writing Best Practices and Tips
Now that you have press release examples for your media marketing in Singapore, we have compiled tips that will help you create a mind-blowing press release. After writing and pitching your press release, you should take to social media to promote your press release to the public.
Think like A Journalist
You should make it easy for journalists to find the most important information as a boost for your media marketing in Singapore. You should keep it short and simple, without overdoing it. On top of this, you should follow the AP style, which is used by all journalists. If you have not done it before, you can hire a digital marketing firm in Singapore to do it for you.
Extend Value to the Audience
When pitching the press release, ensure to provide value to the readers. You can do this by ensuring that:
- Their viewership aligns with your target audience
- Their area of coverage aligns with your service or product
Follow the Inverted Pyramid Format
Unlike online social marketing in Singapore where you build up the suspense, the inverted pyramid is all about putting the most important information first. The inverted pyramid has three parts to it:
- The most important information comes first which includes answering questions such as what, when, why, and where it is happening, as well as who is in charge
- Secondary details that include quotes the writers can use and other details in descending order of importance
- Additional information such as the boilerplate copy, a list of times and dates of an event, the contact person in case the journalists have additional questions
Writing a Press Release in 7 Steps
Here is an outline of the tips you should use when writing your press release for media marketing in Singapore:
- Find your angle
- Write a headline
- Write your lead
- Write 2-5 body paragraphs with supporting details
- Include quotes
- Include contact information
- Include the boilerplate copy
Finally, timing is of dire importance when doing media marketing in Singapore. Media editors assign stories early on in the week, which means that you should send in your press release by Tuesday latest. You should pitch your story to a few selected editors as well as blast it out on several wire services to ensure that different outlets pick it up.
Contact us for professional services in digital media marketing in Singapore. Our team will go the whole nine yards to ensure that you have a compelling press release that will boost your online branding in Singapore.