A Guide To Press Release for Startups, Entrepreuners & Micro Enterprises

In the most objective way possible, a press release announces something newsworthy. A PR is intended to spark interest among journalists and publications. Its whole aim is to attract coverage and attention from a target audience. Journalists should be able to easily construct their own story from a press release with all the necessary information included.

Press releases are typically short, printed statements that outline the most important details of a story in a journalistic style, according to the Small Business Encyclopedia. Accordingly, a press release should be written in the third person, contain quotes and sources, and be accompanied by standard information.

Most press releases include contact information, such as names, phone numbers, and email addresses of the people who wrote them. A PR’s headline is arguably its most important element. Journalists read headlines first. The article must be intriguing, newsworthy, and unique for him to continue reading.

Press releases usually end with a description and call to action of the organization or company releasing the press release. If participants are encouraged to test drive the product, or if the author of the press release encourages people to get in touch with them, they might be inclined to do so.

How exactly is a Press Release Format?

Small and midsize businesses will be able to drive more traffic, improve SEO, and ultimately increase their bottom lines with newsworthy and relevant content in 2021 and beyond.

Media and Marketing experts at our company are experts in press release distribution, and they have compiled a summary of the components needed to create an effective press release.

a) Dateline

Including the time and location where the press release was published, the dateline gives an overview of the press release. Getting local news pickups can depend on your location. Datelines are usually formatted as follows: NEW YORK, NY, July 14, 2021.

b) For immediate release or an embargo date

You do not have to include a release date in a press release, but if you do, but it is at the bottom left of the page below your logo. Alternatively, you could write either “For Immediate Release”, or “FOR RELEASE ON [Date] AT [Time]. When appropriate, include the time zone, such as EST.

c) Headline of Press Release

Approximately 80 percent of headlines are read by the average internet user? When formatting a press release, crafting captivating headlines is of paramount importance.

This is the first impression a reader has of you. Your headline will likely pique their interest, causing them to click to learn more. If it fails to capture their attention, they’ll keep scrolling.

It is always a good idea to make your headlines clickable.

d) Subhead or summary

A summary of what people can expect to learn if they read the press release in its entirety is also given here, so the reader can find out more about the press release’s headline.

e) The First paragraph

In this section, you should provide the most important details about the release’s topic. The 5Ws + How of journalism provide the following data:

• Who
• What
• Where
• When
• Why
• How

Using it as a checklist will help you ensure that nothing is missed.

f) Inverted pyramid

Inverted pyramids are an excellent way of ensuring that the most important details are included in any press release. There is a point at the base of the inverted pyramid, which is wide at the top. You should put the most important information in the headline, the subhead, and the first paragraph. Everything else should go below that. An average PR includes about 400 to 500 words and consists of three to four paragraphs.

g) Additional content

As you continue in the paragraph, you will provide even more details about the subject of your release and you will also include an image, a video, and facts and figures that will demonstrate why you should pay attention to your release.

h) Media

In your press release, you must include at least one high-quality image or video to grab readers’ attention. There is a much greater chance of getting media coverage for press releases that include images and/or video.

i) Quotes

A quote can enhance the credibility of a press release and reinforce the message you are trying to convey. To prove that you’re an expert in your industry and a reliable resource, include a quote from a senior executive in your company.

j) Goal Setting

You should have a goal in mind when distributing a press release. Here are just a few examples:

• Traffic to the website
• Those who subscribe
• Increasing sales
• Awareness of the brand

Your message should be guided by the North Star you have determined.

k) Call-to-action

You should align your call-to-action with your goal. A good example might be, “Click here to download your free ebook about XYZ topic.” To get subscribers, you might say, “Visit this URL to download your free ebook.”

l) Boilerplate

Your final paragraph should contain the PR boilerplate. The company profile section allows readers to learn about your company and how they can connect with you if they want more information about the topic of your press release.

m) Hyperlinks

To provide journalists with more information about you, you can link to your media center from your boilerplate. To track the success of the press release, use a URL for the landing page you’ve created in your call-to-action.

n) Contact information

Include your contact information at the end of your press release in the following format:

Contact: Biplob Dev

Phone: +91 98887 20621

Email: info@dclouds.in

You can go a long way if you know how press releases are structured and what the basic elements are. When your content is structured to grab the attention of journalists, you are more likely to receive coverage.

Press Release examples

Here are five examples of PR you can use for inspiration. From product launches or new hire announcements to mergers and acquisitions, or upcoming events, there are many types of press releases.

1. Happsy

An organic mattress manufacturer, Happsy, announced its launch through a press release. Although it used the PR to announce its arrival on the market, it didn’t stop there. In fact, it found an angle that resonated well with most of the audience.

2. Heinz

In fact, a Heinz contest is hosting a public hunt for a “Head Burger Artist”. This isn’t some inflated job title, but a contest where anyone can win $25,000, live to taste burgers and condiments and travel for free.

3. Zoom

In response to growing security concerns surrounding Zoom, Zoom released a press release about its acquisition. A strategic crisis communication plan guided the creation of the release’s elements. Zuoom’s goal is to familiarize new stakeholders with its software, show its commitment to improving security, and provide ways for readers to continue receiving updates.

4. Tesla

Press releases announcing the company’s stance on crises are released in anticipation of a crisis. Tesla’s approach is to bring any bad news to the forefront and start a dialog about it. Other businesses may opt to sweep bad news under the rug.

5. Story Land

Press releases were sent out by Story Land, an amusement park in New Hampshire, in advance of its grand reopening. Reporters from all over the region attended the press conference. The small business was even featured on CBS Boston’s local news segment, gaining plenty of exposure to its target market: families who are searching for weekend getaway ideas.

Relation between Press Release and SEO

Press releases benefit SEO because being cited in news articles and media is good for a company, brand, or website. In addition to marketing your business, press releases give you a chance to mention your brand. Well-written press releases can have a tremendous impact on a website’s search engine optimization.

In a nutshell, the link to the business website from the press release has most of the weight here. Theoretically, press releases provide not only a high-quality backlink but also plenty of referral traffic from readers who share the publications. There will always be a high-quality backlink pointing to the original website every time a news source or publication cites the original press release.

Media outlets and news sources point to our website with high-quality, natural, relevant, and authoritative backlinks. As they are natural, professional links, and mention the brand positively, they are excellent additions to backlink profiles.

So should you go for a Press Release, if so when?

The distribution of a press release aims to gain media coverage in publications such as newspapers, radio, television news bulletins, podcasts, and blogs. In this way, you position your brand in front of a wider audience.

By obtaining press coverage, you can make your business or brand name known publicly. The ability to distribute press releases to journalists helps build brand awareness, especially since 71% of journalists consider them the best type of content to receive from brands.

And here are some of the major benefits of distributing a press release:

1. Boost your SEO with Press Release:

Google searches amount to over three billion per day.

By incorporating SEO tactics into your overall marketing plan, you will rank higher for the search terms your target audience uses. If your customers use online search engines to find information regarding your business, industry, product, or service, you could be that much closer to reaching them.

2. Drives local footfall to your store:

Getting people through the door can be achieved through press release distribution if your business is brick-and-mortar. A simple way to gauge how successful a press release can measure foot traffic into your store after it has been distributed.

3. Generate more conversions & sales:

You can increase your bottom line by releasing a targeted press release if you’re launching a new product or line. How? If it’s innovative, it will get people’s attention and set you apart from the competition.

Shoppers are likely to pay attention to your products during busy shopping days.

But the question is when should you cover up a press release for your company?

Whether your press release is covered by the media depends on the day when you send your release. Your release doesn’t need to be sent out the moment it is written; instead, consider the best time to send it, so that your efforts are not wasted.

Many sources agree that Thursday is the best day for releasing a press release, followed by Tuesday and Wednesday. An A/B test conducted on email accounts of publishing industry employees determined these days based on email open rates.

It was the highest open rate of the week on Thursday (27%). Journalists and editors opened 19% of emails on Tuesday.

Press Release Distribution Services

The purpose of press release distribution services is to distribute press releases to a large, targeted audience of journalists, bloggers, influencers, as well as traditional and digital media outlets. PR distribution services are divided into automated (newswires) and manual distribution services (PR outreach services) which allow you to pitch your story to the media on your own.

Examples of press release distribution services

1. eReleases Pricing & Features

Press releases can be distributed for as little as $299 to as much as $599 per distribution. Over 5,000 outlets are available for distribution, and there are attached images for next-day distribution. In general, your press release will contain between 400 and 600 words, be distributed to between 90 and 150 sites, and be targeted to one to three industries or locations.

Standout features include:

• Distribution highly targeted
• A database of 1.7 million contacts and 700,000 journalists can be reached
• The word count must be at least 400 words
• Our content is syndicated to over 5,000 websites, databases, online services, TV, radio, trade publications, and subscribing journalists
• One to three targeted lists by state and industry
• Analytical reporting (smaller data set than its competitors, however)
• Additional charge for attaching two images
• Distribution on the next business day
• You will be exposed to over 90 sites

2. Newswire Pricing & Features

Small businesses have the option of choosing from packages ranging from $199 to $799 for press release distribution. Media distribution to 250 daily media outlets is part of Newswire Digital’s most basic plan, as well as targeting by industry list, analytics reports, and multimedia embedding. In addition to state and social media distribution, a two-tiered editorial process, and additional analytics reports, advanced plans offer distribution to over 2,650 outlets.

Standout features include:

• Distribution of 500-word press releases
• 250 daily newspapers and media outlets
• Targeting by industry
• Analyses of engagement
• Information about where your press release has been published
• A multi-media attachment
• Add-on for embedding videos

3. PR Distribution Pricing & Features

Depending on the plan, PR Distribution costs anywhere between $99 and $1,999 per distribution. Among its entry-level press release distribution services are 25 guaranteed press release placements (including search engines like Google and Bing, as well as TV and radio news outlets). In advanced plans, you’ll also get an SEO audit for your release, a multitiered editorial process, and analytics reports.

Standout features include:

• At least 25 placements in both traditional and digital media
• The entry-level plan has a maximum word count of 500; all other plans have an unlimited word count
• Local, regional, and national targeting
• It is possible to distribute press releases to up to five industries at once
• Included are performance reports
• Distribution of social media content
• Multimedia attachments and embeddings
• Adding press release writing for $99
• Plan for businesses who consistently use public relations on a monthly and annual basis
• PR Distribution offers permanent press release hosting
• Customer service is available 24/7

4. Send2Press Pricing & Features

Plan prices range from $99 to $199 per distribution at Send2Press. A Standard Online plan comes with 200 digital outlets, social media targeting, and a press release of up to 800 words. In subsequent plans, you can get between 800 and 6,500 outlets (including national and regional print journals, TV, radio, or AP’s national or local bureaus), and up to a 1,200-word press release distribution. Standard, Regional, and Distribution plans offer to target by industry and location.

Standout features include:

• Campaigns on social media for free
• Engagement metrics are included in analytics reports
• Proofreading and AP style verification for free
• For $199, you can receive multiple draft versions and unlimited revisions of your press release
• The cost of rewriting a press release ranges from $89 to $199
• The lowest-priced plan has a generous 800-word count
• Free multimedia embedding included

5. PRWeb Pricing & Features

PRWeb offers distribution plans for small businesses that range from $99 to $389. The Basic and Standard plans offer placement on PRWeb and search engine optimization (SEO) tagging to target the right audience. In addition, higher-tiered plans offer up to two industry lists for targeting, proofreading, and editorial feedback, as well as 1,200-site syndication and video and image embedding.

Standout features include:

• Word count for press releases is unlimited
• Publication on PRWeb and PR Newswire
• Keyword tagging in search engine optimization (SEO)
• A real-time analytics reporting system that includes advanced metrics tracking such as potential audience size, press release views, search visibility, multimedia engagement, click-through rates, and traffic sources
• Attachments in multiple formats

Conclusion:

The big companies often make press releases but when it comes to startups or small enterprises most of them never think about a press release.

Well, this may be due to a budget constraint or other factors, but I would suggest small enterprises to aim for more press releases.

Small and medium enterprises often struggle with SEO therefore Press Release can be a big advantage for earning authority backlinks and improving overall ranking.

Most press releases offer 3 to 4 links to link back to your website on some focused keywords. So this is an ideal platform to start building links if you have never done link building.

This can elevate your business both in terms of traffic and links coming from high-authority sources resulting in an SEO boost.

But often budget restricts small businesses and enterprises. So if you are very tight on budget you can always take up a free press release service as well. Some of the free PR service providers are

• PRLog
• Press Release Point
• PR Urgent News
• openPR
• MarketPressRelease.com etc.

So you can get your company news, products, and services spread through a free press release.