When it comes to spreading awareness of your brand, press releases are your friend and press release email templates are your best friend.
When it comes to spreading awareness of your brand, press releases are your friend and press release
are your best friend. They are the easiest and most effective way to put your brand and yourself on journalists’ radars and achieve press coverage.
Brands traditionally put out press releases to their media contacts for product launches and upcoming events. They’re also commonly used as the first line of defence for PR crises – to get your side of the story across to the press quickly and effectively, and thereby achieve some level of damage control.
The question here is: how can you structure your press release to really capture a journalist’s attention? What information do they need, and how long should your press release be?
Given how useful press releases can be in a variety of situations, we’ve put together 6 easy-to-use templates for different situations.
Table of Contents:
1. Product Launch
This should grab attention and excite people about your product. This will also be your subject line.
Embargo, if relevant:
This tells journalists and publications when they’re permitted to announce the news of your new product launch
The main point of your press release – for example, what exciting features does your product have, why is it better than other similar products on the market?
More information about the product and the brand. Bullet points often work well for the body of a press release
A quote from your CEO, happy customers, or a relevant expert about the new product for journalists to include in their story
The company’s contact information for journalists
[Company/Individual] is delighted to present [the 1st/2nd/10th][event name].
Be sure to include the names of any notable speakers or entertainment high up in the body copy. Why should people attend the event? Answer this first.
Date, location, and itinerary of event
Ticket and contact information
Use quote from performer/person being honored/previous attendee/CEO
Boilerplate information about the company hosting the event and the history of the event
Lead stat from research
Information about study:
Brief outline of who conducted the study and the sample size
Other key stats:
Include approximately five more key stats from the research
Why was the study conducted? What makes it relevant to your audience?
Include quotes from authors of study, and the company who conducted the research
Include contact details for journalists who want to find out more about the study or interview a relevant party
Boilerplate information about the company that carried out the research
4. Crisis Management
For example, “as you may have seen, there have been news reports circulating this morning about [crisis] at [brand].”
Where appropriate, explain why this crisis has occurred
What actions you have taken in response to the crisis
Why has this been your choice of response?
What are the next steps, and what can your customers expect going forward?
Quote from CEO or individual leading the response to the crisis in question
Apology (where appropriate), a promise to keep your customers updated, and a thank you for their patience/understanding.
5. Content Outreach
Lead from content – e.g. [brand] launches exclusive infographic showing [subject]
Key points from the content – this could be stats from exclusive research, opinions from relevant people, or the key points made within the content
Link to the content where appropriate, or – if the content is visual– include it in the body of the email or tell the reader it is attached.
Information about content:
Who put the content together and why?
Who do you think will be interested in the content? Why will it be of interest to the journalist/publication’s audience?
Include quotes from relevant parties
Conditions of using content:
If you’re asking for a link back to your social media channels or website, make sure to include this in your email
Include contact details for journalists who want to find out more about the content, or are interested in collaborating with you
Boilerplate information about the company that put the content together
6. Offering Quotes
Context for email:
For example, “I’ve seen [x event] in the news this morning.” Include a link to the news story here.
Who are you, and why do you have a unique and important perspective on [x event]? What qualifies you to comment on it? Consider linking to your website or LinkedIn here to back up your claims
Include a standard quote you would be happy to have published within your email – this makes it super easy for time-poor journalists to include your quote in their article
How would you like to be referred to in the article? E.g. [name], [job title], [age].
Offer an interview:
Make it clear you are open for an interview should the journalist wish to feature more of your perspective in the article, or even base the article around your perspective.
Your contact details in case they want to interview you or need more information on your perspective.
Boilerplate information about the company you’re representing
For press releases to be effective, they need to go out to as many journalists, prospects, and publications as possible. That’s where press release email templates come in.
Sending these emails one by one is a tedious and time consuming task, when your time could be better spent elsewhere.
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