Back to PR Basics: The Press Release

Want to brush up on more basics of public relations? Click here to view our free “PR Starter Kit!”[4]

Build on the lede.

Although the introductory paragraph includes a lot of information, it acts primarily as the lede. The body copy fleshes it out with additional details. Also use two or three quotes, making sure they don’t restate something already said. The press wants unique clips and blurbs, not restatements of facts already known.

Share the brand story.

The conclusion is the place to wrap things up and reiterate the “why.” It’s also the spot to share your brand’s biography, i.e., who the brand is and what it does.

Remember the contact information.


The logic goes like this: if you want to be contacted, you have to share contact information. Ensure it’s up to date and include social media handles. You never know where you might get a nibble from the press.

Stand out from the crowd.

A strong headline only goes so far. If you want to stand out and be “the signal in the noise,” emit a strong signal. Use photos and videos. Let them tell parts of the story that can’t be covered in a basic press release. Add other content as needed, like infographics, product descriptions or audio files from a podcast.

Promote your content.

You don’t necessarily want to promote the release itself, but you can point to the supplementary content to build interest and engagement. In that way, the press release becomes a sort of temporary hub.

Once it’s old news, move it to a larger and more permanent one: a digital newsroom[5]. The newsroom acts as a cache and gives content greater longevity, both in terms of visits and use. Again, direct the media here via email and social. They won’t simply appear if they don’t even know it exists.


Images: Joi Ito, Pen Waggener, (Creative Commons)[6][7][8]

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