Press releases are often seen as the most common tool for generating publicity. However, there are several kinds of press releases, and each one has a variety of unique formats and rules.
In this week’s blog, we are sharing the six common types of press releases:
1. General news
This is the most common type of press release. General news releases generate traditional coverage both online and offline. While it is recommended that the topic in the release should be newsworthy, sometimes the definition of “newsworthy” can be stretched to an extent. For example, a press release can be sent out when your company is nominated for an award or if someone in your company does something that benefits the community or that has the potential to be profiled on a national scale.
2. Launch release
A launch press release is associated with the announcement of a new company, product, website, initiative or something similar.
This type of release is one of the most effective promotional tools when launching a new product, but in most cases, announcing a new product isn’t enough to make this a newsworthy story.
While similar to a general news release, there is more emphasis on timeliness. A launch release should help create a sense of urgency about the upcoming news.
A launch press release doesn’t even have to be about something tangible. Instead, you can launch an idea.
3. Event press release
Most press releases are written with members of the media as the initial audience. But an event press release is a little different. The aim of this type of release is to promote an upcoming event
clearly explaining the necessary details so the general public can learn about them and possibly attend it.
This type of release does not require specific “what, where and when” information about an event to be buried within the story. Usually, the best format for an event press release is either a list, outline or bullet points to make the details easy to understand.
4. Product press release
You are launching a new product and you want the world to know. The easiest way of doing this is through a product press release. This has a similar format to a launch press release. The main difference is that a product press release contains product specs.
5. Executive, staff And employee press release
These types of releases are very ‘people specific’ and large companies tend to announce new hires, especially those in senior management roles. The format for these tends to cover in depth information about the individual as well as a photo to go along with it.
6. Expert or thought leader press release
This is a type of press release used to establish an individual’s or brand’s credibility in a particular field. The idea is to position the person or company as a go-to source of information to be contacted by the media at some point in the future. Thought leader pieces provide a general introduction as well as some type of third-party verification of expertise.
Using press releases effectively
If you’re sending releases but struggling to land coverage, it’s time to go back to the drawing board and rethink what you’re communicating and how.
You want to create an engaging headline and provide plenty of accurate, well-written information.
Journalists always prefer professional press releases that can be easily pasted into a news story. Remember: The less rewriting required, the better.
Need support with your press releases in 2022? Don’t hesitate to get in touch with us and we’ll help you get your story where it needs to go.