How to Promote a Press Release

how to promote a press release

You should know the best practices for how to promote a press release if you plan to release one for your business.

A press release can be considered a tool for your company’s marketing strategy at its most fundamental level. Once a news release has been distributed to the media, journalists must pick it up and report on it. However, you can distribute press releases via social media and other marketing channels.

However, writing a press release can prove to be challenging at times. Because there is little room, it is crucial to be concise and direct in your communication. You can generate media attention and buzz if you write it the right way and send it to the right people. It is a tool for direct marketing that offers you more control over the story and highlights the experience and ability of your firm. So it’s essential to know how to write and promote a press release.

A press release is a type of written communication that is characterized as being brief and captivating. Its purpose is to offer precise information about your company that is newsworthy briefly. This may involve promotions within the executive ranks, new employees, or the introduction of new businesses or products.

Instructions for the Drafting of a Press Release

When producing a news release, sticking to a tried-and-true method is essential because a press release often includes a small number of recurring components. When composing a press release and putting it all together, the following are some helpful hints to keep in mind.

Your press release needs to include the following subsections to be complete:

  • A synopsis of the recent events.
  • A maximum of two to three paragraphs of supplementary material, including quotations from important people.
  • A list of facts or data presented in bullet form (if applicable).
  • A description of the company can be found further down.

It’s time to start thinking about how you’ll compose the press release now that you have a concept of the material you’ll present in each section.

Using the “pyramid style” of writing is the simplest method to approach the task of creating one. In a nutshell, the most vital data should be placed at the peak of the pyramid, and you should work your way down through the hierarchy, beginning with less essential data. Your objective should be to provide the individual reading the press release with the most crucial information as quickly as possible.

Consider what pieces of news you want to highlight, any additional information that might be relevant, and have a description of your organization ready to place at the end of the piece. If you’re creating a news release on a new job, for instance, the first one or two words should describe the person who was hired and the position they will be filling. The additional paragraphs provide further background information about the individual’s previous career and educational background.

Layout Considerations for a Press Release

Because there is a particular format for press releases, you must pay close attention to that format when you are creating your press release.

After you have finished producing your press release, you will need to make sure that the following are in place:

  • A title has been given to the press release.
  • At the very top, you’ll see the contact information and the phrase “For Immediate Release.”
  • Italicization is applied to the release’s subheadings.
  • The first line of the article contains the location of the news event.
  • The bottom of the page includes a description of the company and contact information.
  • At the very end, there is a “###.”

Different Categories of Press Releases

There is a diverse selection of business news that is covered in various kinds of press releases that are available. In general, the topics that are most frequently covered in press releases include new employees, promotions, company announcements, and the launching of businesses and products.

New Employee

Businesses can do a fantastic job of announcing fresh talent that has joined their organization by issuing press releases to announce new hires. It ought to tell people who the person is, their position, and where they’ve been hired, all of which should be included. This information needs to be provided in the headline. Before reading the release, journalists and readers should be fully aware of the individual in question and their new responsibilities.

The following are some examples of possible headlines for a press release regarding a new employee:

  • “[new employee] is now a part of [organisation]”
  • “[company] welcomes [new hire] as new CMO”
  • “Organization names [new hire] as director of new department” 

Quotes are another fantastic addition that can be made to a press release regarding a new hire to assist generate more interest in the information that is being shared. A new hiring press release can be made more complete by including quotations from senior leadership, stakeholders, partners, and other critical business community members.


Senior promotions should unquestionably be announced in a press release. This covers promotions to executive positions and promotions to other senior positions within the company, such as a partner, president, or CEO.

Writing a job promotion press release to highlight internal promotions is essential because doing so helps establish trust in your firm by demonstrating that role changes are communicated openly and garner attention from the media. Because potential and newly hired employees can obtain a peek at professional development pathways through executive promotion press releases, these announcements are also a key recruitment strategy.

Company Announcements

A press release is appropriate when there are new items or projects. Press releases are a crucial marketing strategy that assists in positioning new things and developing credibility. As firms grow and expand, this becomes more and more crucial. Additionally, these press releases are frequently picked up and published, which means they serve as an essential tool for your company’s public relations efforts.

Starting a Brand-New Enterprise

When initiating its launch, it is essential to compose a press release for your new business. It will assist in introducing your new company to the media and journalists in addition to the general market so that you can begin to build yourself as an authority figure. Because it has the potential to bring in new consumers and contributes to the development of your company’s reputation in the industry, a press release is an essential component of any new company’s marketing strategy.

Tips for Better Promotion

Because there are many different ways to advertise a press release, the most important factors to consider are your budget and the audience you are trying to reach. You can do an individual search for journalists and deliver press releases directly to their email accounts (although this can be a hit or miss).

You may also use PR software to post press releases, discover journalists and deliver press releases to them in a manner that is more targeted using the programme, and then utilize the software to publish more press releases.

When you first get down to writing a press release, the task may appear daunting; nevertheless, as you continue to compose and disseminate these documents, it will become less challenging. The drafting and presentation of press releases generally adhere to a standardized format, so making use of a template can assist you in ensuring that all bases have been covered.

Featured Image:  Megapixl © Icefields

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About the author: Stephanie Bedard-Chateauneuf has over six years of experience writing financial content for various websites. Over the years, Stephanie has covered various industries, with a primary focus on tech stocks, consumer stocks, health stocks, and personal finance. This stock lover likes to invest for the long-term. Stephanie has an MBA in finance.