With the rise in social media and digital communication, the press release might seem like an outdated form of communication. But there are still plenty of good reasons for companies to issue press releases from time to time. To understand its value today, it is important to understand the role it serves. What is a press release, and how do companies use them in marketing?
Press Release Format
A press release is an official, factual statement issued by a business to members of the media. Press releases should typically offer brief summaries of the important details related to a development or story. Specifically, it should seek to answer the “Who, what, why, when, and where” of the story.
Its format should be brief and direct. The main goal of this is to inform members of the media about changes or new developments within a company. It should also explain why the story is newsworthy. Press releases should include contact information so that media members are able to follow up on the story.
Not every new business development requires this form of content. However, press releases can still be a very useful tool for businesses in a variety of situations. Press releases can be used to:
- Establish credibility with the media
- Open a channel of communication with media members
- Improve SEO traffic
- Take control of the narrative
Businesses might use a this tool to announce new policies, partnerships, or product launches. Press releases can also be used in times of crisis to address media and public concerns.
Press Release Example
Here is a press release example from McDonald’s in December of 2022, announcing a new corporate public relations partnership. This document follows a conventional format: announcement, details of involved parties, and elaboration on why the story is newsworthy.