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What is a press release?

A press release is a brief, informative document created for the purpose of distribution to the media, often found in the practice of media relations and earned media. They are usually created to promote a new product or service that a business might offer, in hopes that reporters have their interests piqued and subsequently generate press on the company or product. An engaging headline is important in a press release as it hooks the reader and reels them into the remainder of the text. The body text should include all of the relevant information and it should be formatted in a manner that makes it easily visible.

 

Is it used to sell something?

A press release shouldn’t aim to sell the product as other promotions might, instead it should aim to inform the press in a manner that allows them to find their own angles. Imagery is an important resource in terms of showcasing a product or even a company. High-resolution imagery is more important than many may think. Something as small as a pixelated image can damage a brand’s image while professional photographs and videos can have the opposite effect.

Ultimately, a press release must remain succinct and accurate, covering the who, what, where, why, and how so that a journalist can easily find points of interest for an article. Depending on the nature of a company, press releases can be either frequent or rare but their importance is not to be underestimated. Through their use, companies can easily spread the word about new products or internal developments without having to spend as much time or money as might be needed for an advertisement.

Press releases are also a great way for a company to gain new backlinks when included in a company’s press kit.

 

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