What Press Releases Consist Of And How They Work
A press releases, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, websites, television stations or television networks.
Technically, anything deliberately sent to a reporter or media source is considered a press release: it is information released by the act of being sent to the media. However, public relations professionals often follow a standard format that they believe is efficient and increases their odds of getting the publicity and overall exposure they desire. The format of press releases is supposed to help journalists separate public press from other PR communication methods, such as pitch letters or media advisories. Generally, a PR body consists of 4 to 5 paragraphs with word limit ranging from 400 to 500. However, publications can be anywhere from 300 to 800 words long.
As the internet has gained prevalence, the way journalists like to be approached has also changed. A format suggested by Kristen Nicole, a former Mashable writer who is now the Senior Managing Editor of SiliconANGLE.com is sending one sentence as to why this story works for my publication, and 5 bullet points for context. Kristen also recommends pitching writers directly over pitching editors.
In the traditional distribution model, the business, political campaign, or other entity releasing information to the media hires a publicity agency to write and distribute written information to the newswires. The newswire then disseminates the information as it is received or as investigated by a journalist.
An alternative is the self-published press releases. In this approach, they are either sent directly to local newspapers or to free and paid distribution services. The distribution service then provides the content, as-is, to their media outlets for publication which is usually online.
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