The Press Release Isn't Dead: Practical Tips to Make Your Press Release a Success

The press release is a tool that is either celebrated or loathed, depending on whom you ask. It can be a powerful brand tool for early-stage companies, but only when used strategically. To determine if an announcement is meaningful and newsworthy, consider four pillars: corporate, product, thought leadership, and partner/community. News generation calendars are a great way to validate PR efforts and build a brand scorecard. Benefits of press releases include market demand, authority, credibility, and brand awareness.

When creating a press release, park company ego at the door and put your audiences first. Consider key takeaways for their readers, map your audiences, and reframe the announcement to make it meaningful to them. Email editors a copy of the press release with a personal note to increase effectiveness.

Press releases are a secret weapon when used strategically. They can generate earned media, market demand, authority, credibility, and brand awareness. A thoughtful news calendar with horizon announcements and tentative dates is key to success. Make sure your announcement is newsworthy and relevant to your audience for the best results.