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What is a press release?

23rd June 2021

Press releases are the simplest way to raise awareness of your brand, product or business among your target audience, without them feeling ‘sold to’. The key difference between issuing a well thought-out piece of content to the media and advertising is subtlety. Press releases are a soft sell, a two-way street between media and a PR client, a mutually beneficial exchange of comment for exposure. A good press release will elevate your brand while adding to or creating a current news item for the media.

So, what is a press release?

A press release is an attention-grabbing, succinct, interesting and above all well-written piece of copy issued by a PR professional that talks about who you are, what you do, your mission statement and your values – all within a broader dialogue or news agenda.

It is not a mini-sales pitch. It must offer the journalist valuable insight, opinion or fact which elevates their story and ultimately gives the reader an enjoyable or useful experience – encouraging them to return to the publication time and again.

An example : “Business XX Increases Turnover During the Pandemic” – the release needs to:

  • Explain why and how this has happened first and foremost
  • Bring in a wider commentary around the regional business landscape, historic and future.
  • Quotes from the business’s customers and employees, specific comparative financials and finally commentary from the MD or CEO.

The who and what of the business is either implied or subtlely included between insightful content.

Print and online press releases

The media landscape has shifted dramatically in recent years, with the majority of publishers now fully geared towards digital profit models.

Advertising is at the core of how most news publishers make their money. With the demise of print, publishers have pivoted to attracting online advertising – both on their news sites and their social media platforms – which means editors need high quality news content to attract and retain their audience, in turn pleasing their advertisers.

This all sounds complicated, but in essence the aim of an excellent PR remains the same: send journalists engaging, thought provoking and valuable content which will make strong social media (as well as news site) headlines, interest their audience specifically and convince them to bookmark their site for future news. We also have some great top tips for writing a press release, too – to really polish your PR.

If you’d like to speak to one of our experienced Consultants about how to create stand-out press releases which will get used time and again by your target publications, or for more information about Eden PR and our services, contact us or drop us an email – we look forward to hearing from you! 


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