PRESS RELEASES

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Press releases

A press release is a form of press release used to announce news and events of a company or organisation to the media.

Here are some things to consider when creating a press release:

1. Headline: The headline is the most important part of the press release. It should be short and clear, and should clearly state what the press release is about.
2. Introduction: The introduction should provide a brief description of the event or development being announced in the press release. It is important to grab the reader's attention from the beginning.
3. Body: The body of the press release should provide more details about the event or development, including information about the company or organisation behind the event, as well as details about the date, location and details of the event.
4. Appointments: Quotes from experts and company leaders can be a good way to add credibility and give a human approach to the press release.
5. Contact: It is important to provide contact information at the end of the press release so that the media can obtain more information or schedule interviews.

It is important to keep in mind that the press release should be clear, concise and objective. It should focus on providing relevant and useful information to the media and avoid the use of advertising language. In addition, the press release should be distributed to the relevant media in a strategic way to ensure that it reaches the target audience.

Press releases for start-ups

For start-ups, press releases can be an effective tool for generating brand awareness and reaching new potential customers.

Here are some tips that can help start-ups create effective press releases:

1. Identify your story: New companies should identify their unique story and highlight it in the press release. The company's history can include information about the founders, the company's mission and goals, as well as details about the launch of the product or service.
2. Be clear and concise: The press release should be clear and concise, focusing on the main points of the company's story. Avoid using jargon or technicalities that may confuse readers.
3. Emphasise the benefits: Rather than focusing on the features of the company or product, it is important to emphasise the benefits that the company or product can provide to potential customers. This can include how the company can solve a specific problem or improve the lives of customers.
4. It uses data and statistics: It uses data and statistics to support the benefits that the company or product can provide. This may include industry or market statistics, as well as data on the company's performance.
5. Press contact: It provides clear and easily accessible contact information for media wishing to obtain more information or to schedule interviews.

It is important to note that the press release must be distributed strategically to reach the relevant media and target audience. New companies may consider hiring a public relations agency to help them distribute the press release and generate media coverage.

Practical advice for entrepreneurs 

1. Clearly define your objective: Make sure you have a solid reason for sending a press release and that it has a clear and concrete purpose.
2. Do research: Know your audience and the media they are interested in.
3. Make it newsworthy or newsworthy: The press release should be interesting and relevant to the media and their audiences.
4. Keep it short and concise: Make sure the press release is concise and no longer than one page.
5. Highlight what's new: Be sure to include relevant and current information about your company and the products or services you offer.
6. Includes images and videos: Images and videos are an effective way to make the press release more attractive to the media.
7. Be professional: Make sure the press release is professional and conforms to the format and style standards for press releases.
8. Distribute it appropriately: Be sure to send the press release to the appropriate media and make sure it is accessible to them.
9. Call several journalists directly and highlight your newsworthy event. 
10. Publicly thank them on social media when someone posts a note to you.

What does a press release have to have in order to be published in the media?

For a media outlet to publish a press release, it is important that the press release is relevant and attractive to the media outlet's target audience.

Here are some aspects that can help a press release to be considered by the media:

1. New: The press release should present a new or interesting event that attracts the attention of the media outlet's target audience. It is important to emphasise what makes the news new or different.
2. News: The press release should be current and relevant to the time it is sent. The media are interested in news that is relevant and timely.
3. Importance: The press release should be important to the target audience of the media outlet. It is important to show why the story is important and how it affects the target audience.
4. Clarity: The press release should be clear and easy to understand. It is important to avoid using jargon or technical terms that may confuse readers.
5. Credibility: The press release should be credible and supported by concrete facts and data. It is important to provide contact information so that the media can verify the information if necessary.
6. Format: The press release should follow a clear and easy-to-read format, with an attractive headline and introduction, followed by additional details and a quote or contact information.

It is important to keep in mind that each media outlet is unique and has its own target audience and editorial focus. Companies should tailor their press release to the needs and preferences of the specific media outlet and personalise it for the target audience.

Advantages of press releases

Press releases can be an effective tool for companies to generate brand awareness, increase their visibility and reach new potential customers.

Here are some of the main advantages of press releases:

1. Increases visibility: Press releases can be an effective way to reach a wide and diverse audience through the media. This can help companies increase their visibility and generate brand awareness.
2. It enhances credibility: When a company is featured in the media, it can increase its credibility with potential customers. Press releases can help companies establish themselves as leaders in their industry and demonstrate their expertise.
3. Generate traffic: Press releases can be an effective way to generate traffic to a company's website. When links are included in the press release, readers can click on them and visit the company's website for more information.
4. Reach new potential customers: Press releases can help companies reach new potential customers who might not otherwise have been aware of the company. This can be especially useful for companies that are launching new products or services.
5. It is a cost-effective form of marketing: Press releases are a relatively inexpensive form of marketing compared to other forms of advertising. They do not require large financial investments and can generate significant results for companies.

In short, press releases can be an effective tool for companies to generate brand awareness, increase their visibility and reach new potential customers. Companies can use press releases as part of a comprehensive marketing strategy to maximise their results.

Disadvantages of press releases

While press releases can be an effective tool for companies to generate brand awareness and reach new potential customers, there are also some disadvantages that are important to be aware of.

To be taken into account:

1. They can be ignored: The media receive a large number of press releases every day and a company's press release may be ignored if it is not presented effectively or is not relevant to the media outlet in question.
2. There is no control over coverage: When sending a press release to the media, you have no control over how the information will be presented and what aspects will be emphasised. This can be especially problematic if the information is presented inaccurately or incompletely.
3. It takes time and effort: Creating and distributing press releases can require significant time and effort. Companies must dedicate resources to ensure that the press release is prepared and distributed effectively.
4. It can generate limited results: While press releases can be effective in reaching potential new customers, they do not always guarantee results. There may be competition from other news and events that can make the press release not as visible as expected.
5. It can be costly: Although press releases are relatively inexpensive compared to other forms of publicity, if a company uses a public relations agency or press release distribution service, the costs can quickly add up.

In a nutshell, While press releases can be effective in promoting a company, there are also some disadvantages that are important to be aware of. Companies should carefully assess whether press releases are an effective marketing strategy for their company and adapt their approach according to the results they achieve.

How to send a press release?

To send a press release, follow these steps:

1. Identifies relevant media: Research media that are relevant to your business and reach your target audience. This can include newspapers, magazines, news websites, blogs and other media.
2. Find the press contact: Once you have identified relevant media outlets, look for press contacts. This may include the names and email addresses of editors, journalists and other relevant contacts.
3. Personalise your press release: Customise your press release for each media outlet. It is important to tailor your press release to be relevant to each media outlet and its target audience.
4. Send the press release: Send the press release to the press contacts you have identified. Make sure you include a clear and concise subject line in the email and that the body of the email provides a brief description of the content of the press release.
5. Follow-up: Follow up on the press release sent. You can send a follow-up email after a few days to make sure that the press release was received and is being considered for publication.

It is important to keep in mind that the media receive a large number of press releases every day, so it is important to make sure that your press release is clear, concise and relevant to the media and your target audience. In addition, it is important to follow ethical and legal rules when sending press releases, avoiding any kind of manipulation or deception.

Successful cases of press releases in start-up companies

Here are some success stories of press releases in start-up companies:

1. Glossier case: is a beauty company that launched its first product line in 2014. The company used press releases to advertise its products and generate media coverage. The strategy was effective and generated a lot of coverage in media outlets such as Vogue, Refinery29 and The New York Times, helping the company to grow rapidly.
2. Dollar Shave Club case: is a shaving company that launched in 2012. The company used a press release to announce its launch and its disruptive approach to the shaving market. The press release went viral and generated a lot of coverage in media outlets such as The Wall Street Journal and Forbes, helping the company achieve rapid growth.
3. Warby Parker case: is an eyewear company that launched in 2010. The company used press releases to announce its innovative approach to selling eyewear and its social commitment to providing affordable eyewear to people in need. The strategy was effective and generated a great deal of coverage in media outlets such as The New York Times and The Huffington Post, helping the company to grow rapidly.

In a nutshell, press releases can be an effective tool for start-ups to generate media coverage and reach new potential customers. By focusing on novelty, timeliness and relevance of information, as well as clarity and customisation of the press release for each media outlet, start-ups can be successful in promoting their brand and growth.

Press releases for companies wishing to internationalise

If your company is looking to go international, you can use press releases to announce your company's expansion and generate media coverage in the countries where you want to establish yourself. Here are some steps you can take to use press releases to internationalise your business:

Step 1: Identify target markets

Identify the target markets where you want to establish yourself. Research the relevant media in each country and the press contacts that are relevant to your company.

Step 2: Customise your press release

Create a customised press release for each target market. It is important to tailor the press release to be relevant to each market and target audience. Make sure the press release includes information about the company's history and track record, as well as the products and services offered.

Step 3: Send the press release

Send the personalised press release to the press contacts you have identified in each target market. Make sure you include a clear and concise subject line in the email and that the body of the email provides a brief description of the content of the press release.

Step 4: Follow up

Follow up on press releases sent out. You can send a follow-up email after a few days to ensure that the press release was received and is being considered for publication. In addition, you may consider adding a call to action in your press release, such as providing a link for more information or to contact you.

It is important to keep in mind that press releases can be an effective tool for the internationalisation of your company, but it is also important to take into account cultural differences and rules of business etiquette in each target market. Be sure to tailor your PR strategy to each market and work with communications experts in each country to ensure the success of your press release campaign in each target market.

DISCOVER THE BEST STEPS TO WRITE AN EXCELLENT PRESS RELEASE. BENEFITS OF PRESS RELEASES FOR YOUR BUSINESS

Press releases are a the perfect ally to give visibility to relevant events in your company. and, on which you want to make an impact on the audience and, that such information, be disseminated in as many media as possible.

How can you succeed in attracting interest in your company?

The focus should be on adapting the content in a way that is clear, concise and provocative in its effect that will get journalists to choose it for publication, so tell your story in such a way that it reflects, for the most part, the following aspects:

• NEARBY

In general, people are interested in the news happening around them, not only geographically, but emotionally; emotions are the best attention grabber, as they make people identify with them and show interest in what you are telling them.

• NEWS

It is essential to focus on events that are happening NOW, otherwise it will not generate interest.

• WIDE IMPACT

Extend the reach of your story by involving many people; the media find this approach interesting as it involves large groups and will provide more news value.

• INEXPERIENCED OR STRANGE OCCURRENCES

Any story that has a element of surpriseIt captures attention because it directly affects the emotions and stimulates.

• INVOLVE RELEVANT PEOPLE

• INDICATE SOURCES OF STRIFE OR CONFLICT

• REPORT ON PREVIOUS MEDIA COVERAGE

It is important to bear in mind that press releases should always have an informative focus, avoiding advertising. They should be written in such a way that if a media outlet removes the links or varies the content, the rest of the text should be powerful so that it does not detract from the information. The number of words should not exceed 600 words; 450/500 words is recommended and the final part should include the name of the entities referred to and their definition, as well as what the agreement they have signed means and what it seeks to achieve.

BENEFITS FOR YOUR COMPANY:

• Brand presence will increase.
• The business will gain more credibility.
• The company will gain prestige.
• It will enhance brand reputation.