What is a Press Release? Key Things to Know

Published by Ciara Antolini on Wednesday, May 25, 2022 in Industries, Benefits, Press Releases.

As a business owner (or any concerned person), are you asking yourself the question, "What is a press release?"

If so, here's the quick answer: a press release can be one of the best ways to get vital information from your business, venture, or effort out to the people that need to see it. A press release is exactly what the name says: a quick "release" of information to the press about something the public needs to know about.

Even though the press release concept might be a very old one, it's still one of the most essential elements of content marketing. Looking for some proof? Check out these statistics and statements:

• 71% of journalists look to press releases and news announcements as their primary source.
• "According to the 2019 Edelman Trust Barometer Special Report: In Brands We Trust? study, 70% of respondents said they tied their purchase decisions with how much they trust a company or corporation." Press releases are integral in building up that trust.
• 70% of marketers are actively investing in content marketing  — and press releases can be at the heart of that strategy.

So, what do you need to know about a press release? Let's answer some of the common questions here.

What Does a Press Release Consist Of?

Every press release format or press release template is a little different, but there are some basics. A press release generally consists of a few standard elements:

• A title and subheading that grabs the reader's attention and cover the big news contained within the release.
• Contact information from the place putting out the press release, consisting of an email address, phone number, and other important information.
• A date and location, are listed before the introduction, setting up the date and place where the press release comes from.
• The "body" of the text —is the heart of the press release, containing information about the topic covered in the content.
• Quotes within the text from important people associated with the subject were written about in the press release.
• A "boilerplate" at the end with critical information about the company or organization's history, mission, and purpose.

How Long Should a Press Release Be?

Know that a press release is not a blog post or a feature story. The news media and your target audience do not have all day to peruse your writing. Because of that, it's always better to err on the side of conciseness rather than length. Try to keep your press releases on the shorter side. Anything over 500 words is probably too long.

What Sort of Events Does a Press Release Talk About?

Press releases cover "big tent" events and occasions. Generally, anything you think the public should know about could be the subject of a press release.

Here are some of the most common press release topics:

• Product launches. Introducing new products or services to the world? That's a great topic to speak about in a press release. Give the public some detailed information about what you're putting out to the market, how it differentiates from other products and services out there, and how it's better than the competitors' options. You can also distribute a press release for things like a brand-new company, new branch opening, or significant acquisition.
• Events. Throwing an industry event or attending an industry event? That's just the type of news made for a press release. Be sure to put out all of the details - date, time, logistics, etc. - in your press release so the media and the public get the full picture of the upcoming event.
• Honors and awards. Has your organization just won a prestigious award? Or, is one of your high-ranking executives moving up to a new position? Those are only two of the newsworthy events tailor-made for a press release.

Where Does a Press Release Go Out To?

Press releases can go out to broad audiences. In earlier, non-internet times, press releases generally went out to a list of media outlets or a specific media contact to gain media coverage. Today, distribution is a little different. Using a distribution service and social media, everyone —from a massive company to a small business—can gain traction on their press releases by sending news releases to both media outlets and potential customers. With the internet, press releases can reach news outlets, consumers, and clients. That type of "direct marketing" is another reason to add the power of press releases to your content marketing arsenal.

How Scripted Can Help

Now that we've answered the question of "what is a press release," it's time to tackle the other big question. How can a press release help your business?

Press releases can be one of the cornerstones of an effective marketing strategy. Sending out press releases to the public is a good and reliable way to get your company—and your product—out to the people that need to see it.

However, writing effective press releases is an art unto itself—and something many business owners might not have the time or the patience to perfect. That's where the skills of a professional freelance writing outlet like Scripted comes into play.

With Scripted, you can pick and choose from a pool of trained, professional press release writers perfect for your specific writing needs. There is no need to spend the money to add a full-time press release writer to your payroll; with Scripted, you get the writing skills you need exactly when it fits into your budget and schedule.

Scripted gives you the best way to get the edge that your content marketing requires. Become a Scripted member to get the press release writing help you need to reach your target audience and grow your brand. Hire an experienced release writer on Scripted to see how much more effective your content becomes when you work with a professional.