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  • Writer's pictureMelissa Strle

5 Types of Press Releases

Press releases are the ultimate tool used to spread essential information and gain exposure in the media. When you’ve been asked to draft one for your company it can be difficult to know where to start.

To help you get started, it’s helpful to know that there are a variety of different press release styles to consider when presenting news. They should all be uniquely crafted depending on the information you’re communicating. Here are five common types to familiarize yourself with and basic guidelines to keep in mind when starting your draft.

  1. General News Releases Anything newsworthy regarding your company can fall under this category. This includes project updates, awards, involvement in nonprofits etc.

Generally, you want to keep these types of releases short and objective yet informative. The goal is to have the release be concise and resourceful to ensure reporters can easily research and report on the news in a timely manner. Quotes are key, be sure to include them from key players such as a CEO to provide credibility and offer reporters quotable content to add to their story.

  1. Launch Releases If your company has an upcoming event, is launching a new product or revamping their website, this type of press release is for you. You’ll want to surround your story with excitement by using videos or graphics related to the launch to show the audience why your product or event stands out from the rest. Timeliness will be a top priority for this type of news. Announcements should be close enough to a launch date to create excitement while also giving time for publications to pick it up and create a story around it.

  2. Earnings Press Releases If your company files quarterly and annual financial statements you’ll want to follow up with a press release to target investors. Stock tends to move drastically following these reports as the financial information causes revaluing. It’s imperative that these releases contain accurate, legally reviewed information in accordance with regulations. Financial highlights for the quarter or year will need to be presented in easy-to-read tables that include headline revenue earnings per share as well as growth from the previous year or quarter. Earnings releases should also include a positive narrative as to why numbers came in where they did. If there is a drop in earnings from a previous report, be sure to give the release an optimistic spin by explaining what the company has learned and what the plans are to get numbers up to expectations. To add an extra layer of connection to the audience, you can include conference call information where investors and analysts can go over the information with management in detail.

  3. Employee Press Releases Whenever there is a new hire or promotion in high levels of management an employee press release is a great way to push positive press and even boost employee morale. These releases are mainly biographical, introducing the public to the new hire and explaining how they will positively contribute to the role and business. The release should include at least one photo of the individual being highlighted and answer the 5 W’s: who they are, what their position entails, when their role will begin, where they’re from (work and educational background) and why they will positively impact your company.

  4. Upcoming Change Press Release Any major changes coming into effect for your company should be accompanied by a press release. Changes can include anything from rebranding, partnerships or mergers and acquisitions. These releases need to go in depth explaining what changes are taking place, why they’re taking place and how it will affect the company. Most importantly, touch on how the change will ultimately tie into the company’s goals and values. For partnerships, be sure to include quotes from management roles of both parties.

These five basic press release styles cover a wide variety of news. Once you’ve determined which one fits your news best, you’ll be able to select the right approach. Be sure when drafting a release, you’ve allotted yourself enough time for the draft to go through revisions and edits. You want your release to be perfected before being sent out into the world.

Lastly, as with any business performance it’s smart to set benchmarks for the releases you’re distributing. You can do this by measuring impressions as well as social media and press reach. This will allow you to learn from each set of release to see what works and what might not for your next.



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