A significant portion of the news we consume starts as a press release. They are perhaps the most universally used form of marketing across all business sectors.
Press releases are formal announcements of noteworthy information reported by a business instead of a journalist or media organization.
However, press releases are key contributors to news cycles. In fact, a 2024 survey reported that 68% of journalists attributed press releases as the most useful source for generating content or ideas.
This trend isn’t a coincidence. Press releases are designed to encourage journalists to pick up a story, influencing the news media landscape.
Below, you’ll learn:
- What press releases are and why they work
- How releases shape the news media landscape
- Ways for brands to leverage press releases as a marketing tool
What is a Press Release?
Press releases are documents drafted by a company to share information with news agencies and the public. They’re basically the news equivalent of a group email or office memo, but this, too, understates their importance.
Press releases are often the first domino in the information chain that leads to a news story. They’re also an effective communication platform for companies looking to spread word of an announcement or newsworthy accomplishment.
See a recent example written by Human.
Key Components of a Press Release
First and foremost, a press release must be clear, concise and based in fact rather than interpretation. Achieving this clarity and impact requires attention to the suggested length and format.
PR Newswire provides these guidelines: “There is no ‘perfect’ length for a press release, as it should vary by announcement, but we recommend aiming for about 500 words, and no longer than a page.”
Your press releases should provide as much relevant detail as possible within these limitations. The reason for their recommended brevity is that journalists receive hundreds of these documents a week and must be able to grab the key details without combing through fluff.
Within the limited space, writers should include the following elements:
- Contact info: A point of contact for journalists with follow-up questions
- Headline: A short but attention-grabbing summary of your announcement
- Subheader: Optional, but offers extra space to include more key details
- Dateline: The date and location of the release
- Intro: Try to capture the entire story in one short paragraph—including the who, what, where, when, why, and how
- Body: Provide more details and quotations from relevant parties
- Boilerplate: Write a brief “About Us” section with basic details about your organization’s mission
You can use this checklist as a template for your releases until you develop your own. Be sure to use the Associated Press (AP) writing style to make your release easily quotable for journalists.
The Value of Press Releases in Marketing
Press releases are a powerful promotional tool, with entire businesses, known as newswires, dedicated to distributing them to relevant reporters and insiders.
Through strategic use, press releases can drive significant marketing outcomes, enhancing a brand's presence and influence in the market.
Building Brand Awareness
Building trust takes time. After all, most folks don’t propose on the first date (or even the first five).
The marketing “Rule of 7” states that new customers need an average of seven interactions with a brand before making a purchase.
Press releases effectively build rapport with readers, boosting content about your brand and spreading the word farther than you can alone.
Public discussion of your brand also deepens your credibility with social proof, a powerful indicator of trust.
Reaching a Wider Audience
Each press release opens another avenue for discussion about your brand.
The releases themselves can be used in content marketing, but their reach widens with every reference, article and backlink.
This widespread exposure introduces broad audiences to your brand, a crucial first step in building customer relationships.
You may even reach brand new markets that wouldn’t have found your brand through your usual channels.
Best Practices for Republishing the Press Release on Your Site
Once you’ve finished polishing your press release to perfection, you’re ready to send it to the presses or your newswire service provider.
Once it's published by your chosen outlet, you’ll probably be eager to share it on your website, too. This is an excellent next step, but before doing so, it's important to take certain measures to make your content unique and avoid potential duplicate content penalties.
Modify the Content
Rewrite or revise parts of your press release to differentiate it from any other story written about it. This can include changing the headline or introduction section or adding additional context.
Add Original Commentary
No one else has the insights that come with your unique experience. Sprinkle your perspective into the republished version to differentiate it from the original release. In this version, you’re far less restrained in your freedom to interpret and express your ideas. You can also go into greater depth since you’re no longer restricted by word count.
Incorporate Multimedia
Enhance your press release with multimedia elements such as images, videos or infographics to add value and uniqueness. From stunning concept art to simple graphs, republishing your work with extra visual appeal is a great way to stand out and share more branded content.
Optimize for SEO
Ensure your press release is optimized for search engines by incorporating relevant keywords naturally throughout the text. Use descriptive meta tags, alt text for images, and a clear URL structure to improve visibility. This will help your content rank higher in search results, making it easier for your audience to find.
The Bare Minimum for Avoiding Duplicate Content Penalties
If you prefer to publish the exact press release without making extensive changes, there are still ways to do so while avoiding penalties from search engine algorithms.
Use a Canonical Tag
Implement a canonical tag on your webpage that points to the original source of the press release. This helps search engines understand which version is the primary source, preventing duplicate content penalties.
Noindex the Page
Consider using a "noindex" meta tag on the page where the press release is republished. This tells search engines not to index the page, thus avoiding duplicate content flags.
Importantly, this approach means the page won’t appear in search results, but it will still be available to your website visitors. This method negates SEO benefits and penalties alike.
Attribute the Original Source
Clearly attribute and link to the original source of the press release, especially if it was distributed through a third-party service. This provides transparency and acknowledges the original publisher.
Additional Marketing Considerations
Following all the guidance up to this point will deliver great results. However, there are a few other strategies you can use to get the most bang for your buck.
Timing and Distribution
The time and place you share your press release can be just as important as its content. Consider sending and republishing the release near the same time as a promotional offer or upcoming event to gain even more traction.
If you choose to distribute your release personally rather than using a newsline service, choose your recipients strategically. Some platforms and audiences will be more receptive than others.
Measuring Success
Measuring the results of a press release campaign is a bit trickier than with in-house marketing. Since most of the content is generated by outside sources, you won’t have access to the same analytics you might be used to.
However, you still have several options for measuring the impact of your press release, including:
- Measuring analytics on reposted or republished content
- Surveying new customers to ask how they heard about you
- Tracking news stories, content and articles about your announcement
Press Releases as a Strategic Marketing Tool
As you can see, press releases are much more than the simple announcements they seem. When thoughtfully crafted, releases are a priceless marketing asset.
To summarize the advice above, here’s how to get the most from your press release efforts:
- Keep it clear and concise (roughly one page or less)
- Follow this template:
- Contact info
- Headline
- Subheader
- Dateline
- Intro
- Body
- Boilerplate (“About Us”)
- To republish your press release on your website:
- Modify the content
- Add original commentary
- Incorporate multimedia
- Optimize for SEO
- To avoid duplicate content penalties when republishing, consider:
- Using a canonical tag
- “Noindexing” the page
- Attributing the original source
- Measure the impact of your press release to evaluate its success.
For personalized guidance and additional support, connect with Human. Our team of experts is ready to provide tailored advice to help you achieve your marketing goals. Plus, your first consultation is on us!
