Press releases

What is a press release and what purpose does it fulfil?

A press release is an official written communication that companies, organisations or individuals send to the media. The aim is to publicise information about current events, product launches, business deals or other relevant developments. Press releases usually follow a clear structure that summarises important information and are designed to inform journalists and editors.

The purpose of a press release is multifaceted:

• To inform: It should provide relevant information to the media.
• Increase reach: By publishing in various media channels, your news will reach a wide audience.
• Image building: A well-formulated press release strengthens the credibility and image of your company.
• Control the message: You can communicate your story in a clear and controlled manner.

The role of press releases in marketing and PR work

In the world of marketing and public relations (PR), press releases are an indispensable tool that is used strategically. Here are some of the most important functions they fulfil:

• Increase brand awareness: well-placed press releases can help you build and expand awareness of your brand.
• Build trust: Credibility and transparency are key - press releases give you the opportunity to present your company in a trustworthy manner.
• Spread news: They help you publicise new products, services or events efficiently.
• Maintain media relations: Press releases serve as a bridge between your company and journalists - a well-worded release can foster long-term relationships.
• Crisis communication: In the event of a crisis, press releases are often the means of choice for communicating quickly and clearly and positively influencing public opinion.

Press releases act as a link between the company and the public and often shape first impressions.

The role of the press release in disseminating news

Press releases are one of the most effective tools for communicating important news in a targeted and professional manner. They enable you to make your messages accessible to a wide audience in a structured form by using the press and media as multipliers.

How press releases spread news:

• Formulate core messages clearly and concisely: Press releases are designed to convey the most important information - the "what, when, where, why and how" - briefly and concisely so that journalists and readers quickly grasp the message.
• Strategic distribution to media channels: Press releases are targeted to relevant media channels, including newspapers, online magazines, blogs and TV channels. The choice of channels depends on your target audience and the nature of the news.
• Increase reach through digital platforms: In this day and age, many press releases are published online. This makes them accessible not only to journalists, but also to the public via search engines, social media and company websites.

Typical content for news

• Product launches: When a new product is launched, this is often announced through a press release.
• Events: Events such as conferences, trade fairs or fundraising campaigns are advertised via press releases.
• Milestones: Major business deals, partnerships or expansions are communicated via press releases.
• Innovations: Technological or creative breakthroughs often find their way into the press via such releases.

Advantages of news dissemination through press releases

• Targeted approach to the target group: With a well thought-out distribution strategy, you can reach the right people, be it journalists, potential customers or business partners.
• Generating attention: An exciting, relevant and well-written press release can generate interest and attention for your company or product.
• Positioning as an industry leader: You can emphasise your expertise and leadership role through well-written releases.

Press releases are therefore an extremely effective tool for strategically disseminating news and reaching both the public and the media in a targeted manner.

Challenges and problems

Common mistakes in press releases that can impair their impact include overly promotional or long-winded wording or irrelevant content.

1. Unclear or too long headline: A confusing or unappealing headline can lead to your press release not even being read.
2. Lack of news value: If the press release contains no relevant or new information, it will be ignored.
3. Wording that is too promotional: A press release should inform and not sound like an advert.
4. Lack of structure or information overload: Too many details at once can overwhelm readers. Clarity and conciseness are crucial.
5. No or inappropriate quotes: A quote adds personality to the message, but should also be relevant and meaningful.
6. Lack of proofreading: Typos or unclear wording look unprofessional.
7. Missing contact information: If journalists cannot find a direct contact person, the chance of publication decreases considerably.

Another challenge is the flooding of the media with press releases and the associated battle for attention. Here too, less can often be more!

Success factors for an effective press release

• Structure and language: A clear, concise and interesting headline is essential.
• Target group orientation: The content should be specifically tailored to the needs of your target group.
• Timing and distribution: The right time and the right channels are crucial for the success of your publication.

Checklist for the press release

1. Headline:

• Short, concise and attention-grabbing
• Note keywords for SEO

2. Subtitle (optional):

• Supplements the headline with important details

3. Lead paragraph:

• Answers the most important W questions: Who, What, When, Where, Why?
• Should arouse curiosity and contain all relevant information

4. Main body:

• Background information
• Quotes from relevant people
• Statistics or facts to back it up

5. Boilerplate (About your organisation):

• Short profile of your company or organisation
• Contact information for queries

6. Media contacts:

• Name, e-mail, telephone number

7. Call-to-action (optional):

• Reference to events, downloads or further information

Press releases are far more than mere information sheets - they are strategic tools that help companies position their brand, build trust and attract targeted attention. If you understand their power and use them wisely, you can maximise their impact and achieve a lasting media presence. Below is an example of a well-structured press release:

Press release [company name] launches groundbreaking innovation

[Place], [Date] - [Company Name], a leader in [Industry], today announces the launch of [Product/Service]. This groundbreaking innovation will help [target group] to [benefit from the product/service].

"With [product/service], we are setting new standards in the industry and offering our customers a solution that provides [key benefit]," says [name, position in company].

[Product/service] at a glance:

Innovative functions: [Brief description of key features]

Benefits for users:* [How the product/service makes life or work easier]

Availability: [When and where available]

The introduction of [product/service] is part of [company name]'s strategy to achieve [overarching company goals]. Initial tests have already shown [success statistics or market reaction].

For further information or interview requests, please contact: [contact person name] [position] [e-mail address] [telephone number]

Further details at: [website link]

And some good advice at the end: Your next press release should not only inform, but also fascinate. After all, you will only leave a lasting impression if you attract the reader's attention. With a clear, concise and captivating message, every press release becomes an effective communication tool. Seize the opportunity to arouse interest and tell your story effectively!