The Expert Guide to Writing an Effective Press Release Part 1

When should you use a press release, and what are their benefits?

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Press releases are a powerful tool for getting your message out to the right people but are often used ineffectively. This three-part series draws on the insights of three UK-based PR and communications professionals – Veronica Hannon, Founder and Director of Transform Comms and colleagues Sarah Jane Chapman and Kimberley Gray – to help you craft an impactful press release that achieves results.

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Part 1 explains when you should use a press release and their benefits.

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When should you use a press release?

A press release should be reserved for newsworthy announcements. What makes an announcement newsworthy? In short, it must share something new, or surprising, or solve an existing problem. If your announcement doesn’t fall into one of these categories, then it doesn’t merit a press release and should be promoted via other channels.

Understanding your audience is the key to understanding whether what you have to say is newsworthy. Think about what interests your audience – all journalists inherently understand their audience and their first question when they receive a press release will be ‘is this interesting to my reader?’

Veronica Hannon suggests testing yourself by asking ‘is this story really unique, and if so, why? What difference will it make to your audience?’ Kimberley Gray adds ‘is this news for us as a company, or news for the general population?’

This is why a full-service PR marketing agency is an excellent partner. Your PR advisor will give you honest and objective feedback as to whether your announcement is real news, and if so, help you determine the most intriguing angle to promote. If their advice is that your announcement isn’t genuine news, a full-service agency has the skill and resource to use alternative channels to promote your message.

Examples of newsworthy announcements include:

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Be selective when sending out a press release. High quality press releases build trust with journalists – if you’re consistently providing them with compelling stories, they will pay attention when your emails come into their inbox. If you develop a reputation for sharing irrelevant, or unremarkable news, you risk burning bridges and creating irreparable damage to those relationships.

What are the benefits of a press release?

The primary benefit is enhanced brand awareness from earned media coverage. When used effectively press releases offer several additional benefits, such as:

• Allowing you to shape the narrative of your announcement
• Increasing traffic to your website
• Improving your search engine rankings
• Creating the perception that your business is a credible industry leader
• Generating bookings, footfalls, purchases, or enquiries
• Distinction from your competitors
  

To maximise these benefits, engage the services of a PR professional. A good PR professional has the experience, creativity and connections required to craft and distribute a compelling press release that delivers wide-ranging, measurable results.

‍Key takeaways

• Only use press releases for announcements that are new, or surprising, or solve an existing problem.
• Understanding your audience is the key to understanding whether your news is newsworthy.
• Build positive relationships with journalists – high quality press releases build trust, poor quality press releases burn bridges.
• Press releases provide multiple benefits beyond brand awareness – engage a PR professional to maximise them.
  

Read part 2: five cardinal rules for writing a press release, and how to maximise coverage

Read part 3: common press release mistakes and how to avoid them and additional tips for success

Download our full guide to crafting an effective press release

Veronica Hannon

Veronica Hannon is the Founder and Director of Transform Comms, one of the UK’s leading integrated B2B marketing agencies, specialising in public relations and communications, digital marketing, branding and design, content marketing and ESG engagement. Veronica has over 25 years of experience as a B2B communications and marketing expert.

Discover more about Veronica

Sarah Jane Chapman

Sarah Jane Chapman works with Transform Comms and is the Founder of The Good Copy Company, a Strategic Communications Consultant and Senior Writer and Editor. Sarah Jane specialises in industries with complicated or technical language and concepts – such as medical science, the financial services industry and the sustainability sector. Sarah Jane has worked for the World Health Organization and the Department of Health and has advised many leading independent schools and high-profile school leaders. Recent clients include the NHS, The Institute of Molecular and Clinical Ophthalmology (Basel), and the British Menopause Society with Transform.

Discover more about Sarah Jane

Kimberley Gray

Kimberley Gray is the Founder of Gray Matter PR and has worked with Transform Comms for more than fifteen years. Kimberley brings twenty-five years of communications experience working across B2B and B2C markets. Kimberley has worked with a variety of clients within human resources, professional services, hospitality, logistics and distribution. Recent clients include the British Menopause Society, Talogy and CHC Global, with Transform Comms. Also Mars Drinks, Harvester Restaurants, BIC and Costa.

Discover more about Kimberley