Do you run a small business that offers various products and services? Then it is likely that you already encountered minor bumps along the way. 

Sometimes, these issues require damage control. There are also times when you go on a winning streak. As a result, you start expanding your product offering. 

Whether it’s the first or the second predicament, a press release can give you that extra push to get you to the next level.

Companies use it to announce something big. But is it all there is to it? What exactly is the purpose of a press release?

Is it still relevant in this digital age? If so, how do you come up with a good one?

Continue reading below as we discuss the purpose, relevance, and benefits of a press release.

The Purpose of a Press Release: Answering the Fundamental Question

First, let us answer the fundamental question: what is the purpose of a press release? Its primary purpose revolves around promotion.

It aims to promote something new and significant that is happening in a company. Sometimes, it may only involve one person. Furthermore, a press release looks to give the details as specific and as clearly as possible.

If we are going to zoom in, press releases also serve promotional and marketing purposes. Firstly, it aims to inform the media about a particular event in the hopes that the media will disseminate the word.

Secondly, press releases look to promote brands on social media, blogs, and websites. This is crucial considering the internet being the richest source of information.

Lastly, press releases look to spur reporters to write news articles and feature stories about the company development. 

What Makes a Good Press Release?

We mentioned earlier that companies use a press release as part of crisis management. They release these statements to quell a brewing problem that could be costly. 

Hence, a good press release must be objective. It should feature facts and present them in a positive light. And if the press release is not for addressing problems, it should be newsworthy.

It should feature something monumental that the public will likely talk about. The subject can be the launch of a new product. It can also be an upcoming event that only happens once in a blue moon.

Sometimes, it can be a company milestone that reflects the company’s stability. And like news articles, a press release must come with the “who,” “what,” “where,” “when,” and “why” elements. 

Press release writers also follow the “inverted pyramid” in journalism. This means the headline and the lead paragraph should contain the most important information of the story.

When it comes to the tone and style, a press release is factual, brief, and simple. Thus, do not use superlative adjectives and hyperbole. In the same manner, avoid those superfluous claims and that bragging tone.

Instead, use active tenses. Pay careful attention to the small details. Never release something that has errors in grammar, spelling, or sentence structure.

And if you don’t have in-house writers in your company, you can outsource from reputable firms like this press release writing service.

Are They Still Relevant Today?

With today’s internet-driven world, people now have access to all sorts of information. They can choose from multiple sources if they want to learn about anything under the sun. Hence, the question: are press releases still relevant to this very day?

The resounding answer is “yes!” Press releases still offer many benefits that companies and individuals can enjoy. For starters, your brand gets instant exposure. This is a huge boost, especially for small and medium-sized businesses.

The same thing goes for start-ups that are looking to gain traction in the market. Through a press release, you can tell everyone about your new products. You can inform your target audience about the latest happenings in your business.

And you can do all of these without having to break the bank.

Another benefit of press releases is that they help increase your sales potential. As press releases highlight your company’s new products and services, you can open up new opportunities for conversions.

By using press releases, you command attention to your business. If people know little about your brand, a press release can pique their interest. In turn, they may want to learn more about what you have to offer.

And since people go to the world-wide-web for information, a press release can help increase traffic to your website. In the United States, 28% of adults are almost always online. Through a press release, you can capture the attention of your target audience and prompt them to visit your site.

Tips for Writing a Press Release

If your company doesn’t have a lot of resources but you know you can write decently, then you can create a promotional press release. However, there are key factors to consider when writing one. 

Begin by looking at samples of press releases. Your goal is to get a feel of the tone and format. And when it comes to formatting, always include your brand’s logo, as well as your contact information.

Create a headline and sub-headline. Include your release date then start writing the lead and body. 

One powerful tip is to write like a journalist. This means coming up with an appealing headline and a lead that will hook the readers. Avoid any fluff that may disrupt your audience’s attention.

Also, track your company’s press release return on investment (ROI). Check if there is an increase in the number of subscribers in your social media accounts. Consider placing a dollar value estimate for every subscriber.

Use it as a guide in calculating your press release ROI.

Complement Your Press Releases

Now that you know what exactly the purpose of a press release is, you can start using it every time there’s a big happening in your company. But a press release is only one of the many tools you can use to take your brand to the next level.

Complement your press releases by using other strategies. Check out our other articles and start taking your brand to the next frontier.