Press release

A press release is a brief and structured document that companies or entities use to send relevant information to journalists and the media.

Its main objective is to capture the attention of the media so that they publish the news and, thus, amplify the scope of the message.

This resource is especially useful for announcing product launches, events, relevant internal changes, corporate achievements or any content that may be of public interest.

Although created using a traditional printed format, digital press releases are now the standard, being distributed through emails, specialized platforms or social networks.

Why are press releases important?

Press releases are not only useful for media to cover your story, they also offer important advantages for your marketing, branding and SEO strategies.

· Increased visibility

When published on news websites, blogs or even in email marketing newsletters, they help show your brand in front of a wide audience.

· Reinforce authority

When a recognized media outlet or platform shares your story, it builds trust with your target audience.

· Increased web traffic

Many press releases include links to the brand’s official website, generating clicks and improving your SEO ranking.

· Complement email marketing strategies

Press releases can be reused as content in email campaigns, especially if you announce something exclusive or relevant to your subscribers.

Basic structure of a press release

Although writing a press release seems simple, it has a specific structure that you must follow to capture the attention of journalists and editors:

· Impactful headline

A good headline is key.

It should be short, direct and answer the “what” of your news.

Think of something that arouses curiosity or generates immediate interest.

· Subtitle

A brief summary that expands on the idea of the headline and provides a little more context.

· Lead or opening paragraph

In this section, you should include the answers to the basic questions:

• Who?
• What?
• When?
• Where?
• Why?
• and how?

It must be clear and concise.

· Body

Here you expand the main information, adding details, quotes from relevant people (such as the CEO) or data that support your story.

· Call to action (CTA)

Although not always necessary, including a CTA can direct the reader to a web page, event registration or content download.

· Contact information

At the end of the release, include the name, email and phone number of the person responsible so journalists can contact you.

How to use press releases in a digital strategy?

Although there are multiple ways, let’s take a look at some of the most popular ones.

· SEO and press releases

When you distribute an online press release, you can optimize it with keywords related to your brand or product.

Not only will this help make it more visible in search engines, but it will also drive organic traffic to your website.

For instance: If you are launching a new email marketing tool, be sure to include phrases such as “advanced email marketing solutions”, “email campaign software” or “email automation”.

· Distribution through email marketing

Email marketing is a perfect channel to distribute press releases to strategic contacts, such as journalists, business partners or even interested customers.

Create a segmented list and send the release with an attractive design, accompanied by a “Read More” button that directs readers to the full document.

· Integration with social media

A press release can be adapted to more visual formats and shared on social media platforms.

For example, create a carousel on Instagram with the key points or a post on LinkedIn with the link to your release.

Tips for creating effective press releases

Without going into too much detail, we can share the most important aspects:

· Be brief and get to the point

Journalists receive dozens of press releases a day, so avoid redundancy. Keep the release clear and well-structured.

· Use a professional but human tone

Although the information should be formal, try to make your writing attractive and easy to understand.

· Include relevant data

Statistics, studies or quotes from experts always add credibility.

· Don’t forget visuals

Images, graphics or videos related to your press releasecan make it much more interesting.

· Customize your distribution

Before sending your press release, research which journalists or media are more related to your topic.

A mass mailing is not always the best strategy.

Practical example of a press release

Let’s suppose you have a company that has just launched a new feature for its email marketing platform:

· Title

“We are Revolutionizing the world of Email Marketing: Mailrelay Launches the best Intelligent Automation Tool”.

· Subtitle

“The new feature allows brands to increase their conversion rates with AI-based technology.”

· Lead:

Mailrelay, a leader in email marketing, today announced the launch of its latest innovation: an automation tool that promises to transform the way businesses manage their email campaigns.

· Body

With this new feature, users will be able to segment their databases more precisely, personalize messages in real time and analyze customer behavior to optimize every interaction.

“We are excited to offer this tool that responds to today’s digital marketing needs.”

· CTA

Find out how this new feature can help you take your email marketing strategy to the next level. Visit us at Mailrelay.com

Conclusion

Press releases are still a fundamental part of any communication strategy, even in the digital environment.

If you combine it with tools such as email marketing, you can maximize its reach and effectiveness.

Remember that, although the format may seem simple, the key is to offer relevant information and do it in an attractive way.