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Press Release Tips For Executives
If you are an executive in a non-profit or corporation interested in announcing a major event, leadership change, or
news-worthy occurrence, you are most likely considering launching a press release. If this is your first time preparing
a press release, how do you go about writing one and launching it online? Start with these two fundamental tips.
Know the basics. Remember that your audience will range from journalists to consumers and write the release focused
on the facts. The lead paragraph should include the who, what, where, when, why, and how of the story. Remember to use
the third person perspective (“the company” or “they”) instead of first person (“I” or “we”). Use quotes (company CEO,
industry expert, client) and supporting material to provide a solid context for the announcement. Additionally, include
your firm’s boilerplate, a company contact, and end with a centered line of “###” to indicate its completion.
Explore both paid and free press release outlets. Depending on variables like time constraints, budget, and resources,
you will need to determine whether to pay a press release distribution company to launch your release or to do it yourself
through a variety of free platforms and by working your media contacts. The value of the former option (paid) is that
it often saves you time, enables you access to specific national and international distribution streams, offers translation
services and formatting assistance, distributes your release across a variety of platforms (online, print), and can also
monitor and measure the impact of your press release. The primary value of the latter option (free) is that you can promote
your company and launch your press release at no cost; additionally, you can control your distribution channels, select
your media list and news outlets, and utilize your own metrics for monitoring impact.
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