The most important thing to remember about a Press Release is that it is one tool in a successful Public Relations campaign. Some believe the words “Public Relations” and “Press Release” are one and the same in meaning; others realize that a press release is a very useful tool in the overall public relations arsenal.
In my 20+ years of working as an active public relations professional, with experience in a variety of industries, one of the things I enjoy the most is writing a press release. A press release should convey, in a concise manner, a message that is accessible to a wide variety of audiences. The press release in its best form can be read by a reporter or editor who then wants to write or broadcast about the subject to their audience, which then becomes your audience when it is published.
As an example, consider a press release I recently created for a software company. The software package they had created had a very specific purpose, and therefore a “niche” audience. In order to best convey their message, and create a press release that would build awareness of their product, I interviewed the company’s principles extensively, and also researched the media that served their intended audience. I then wrote a press release that targeted that audience through very specific media outlets.
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