What are Press Releases?

Press releases are communication channels that companies / institutions / governments / schools and other units send to the media to announce news of news value. It is usually distributed to newspapers, magazines, radio stations, television stations (TV networks), editors of news agencies in the form of e-mail, fax, and correspondence (computer printing). There are also professional companies providing services for distributing business press releases. Many press releases are to inform major media about news conferences. Press releases are different from news, and press releases are articles that encourage journalists to write on the subject.

Press release

Six elements: Including: "Five W": Who (Who), What (When), Where (Why) "One H": How (How), namely: time, place , Characters, the cause, process and result of the event.

Clarifying the six elements has three major effects on journalism:

First, it helps reporters to quickly understand the main points of each fact when interviewing the news.

Second, it helps reporters to quickly grasp the focus of news, especially in the writing of news leads.

Third, it helps to understand the essence of news genre.

1. Press releases have long been regarded as official statements, part of a company's permanent, public record, and an important asset of brand content. Each press release should have a clear and formal source of information, and each company should only release news information that is itself or directly related to itself.

2. In a fragmented communication environment, clear sources of information help establish corporate transparency and credibility, and make brands and companies a professional, authoritative, trustworthy, and traceable source of relevant topics in the industry.

3. Press releases issued through the company's official or news hotline have official sources, which are a guarantee of content reliability for the media and an effective means for companies to protect their brands from interference.

General features:

Position: Clear View

Content: Real and specific

Response: fast and timely

Language: Concise and accurate

Four characteristics: true, fresh, concise and profound

The inherent basic characteristics are two: one is true, and the other is fresh, which extends the requirements of news reports quickly and timely. These two points are the most basic and core laws of journalism.

There are many formats of press releases, and they are constantly explored during the development of journalism, and the format is different in different periods. There are several formats for news:

Writing Essentials: Have

I. Hold a press conference and invite the industry and the mass media to participate in the conference. A company spokesperson will publicly release major corporate news. In this way, for enterprises, the cost is very high, and it is only large enterprises with a certain social popularity that have such appeal and media attention.

Second, cooperation with public relations companies, this method can save a lot of things, public relations companies are more professional in public relations communications services, and resources and service processes are readily available. The public relations company digs the news events of the company, writes a press release, and then publishes it to the major media of the country through the company's media resources.

3. Enterprises establish media relations independently. Large enterprises usually have their own brand department or marketing department or planning department. The team has a media manager to engage in media relations. If the company has important news, it will be released through these media relations. The advantage of this method is that it is relatively direct and fast, and the cost is low; the disadvantages are that the work is difficult, the media range is small, the number of manuscripts is limited, and the manuscript publication rate is low.

How newsletters are disseminated One of the most important issues in newsletter marketing is the dissemination and effectiveness monitoring of the manuscripts. The success of the dissemination of the manuscript directly determines the success of the press release marketing event. A good press release does not have a good communication channel, so planning can be equal to zero.

The monitoring of the effectiveness of press releases can be judged by searching the Internet for product or company keyword indexes. The number of user traffic, customer information, the number of platforms for dissemination of manuscripts, and the number of reprints by authoritative media can be considered for press release Success sign.

Therefore, the dissemination of press releases needs to choose an authoritative publishing medium to enhance the authoritativeness and spread of the manuscript.

1. High-quality news articles can get the opportunity to be displayed on the homepages of these large news sites. These news sites have a huge daily traffic. I am afraid that traditional TV commercials do not have the ability to compete with this Internet media. .

2. Make your company's brand image spread to all corners of the Internet by providing news materials for Internet journalists.

Corporate news release planning rule one: determine business goals

Business goals must clarify the questions: First, determine the target market, what kind of customers are the companies serving? Where are they? How big is the market? What are the needs of customers? This is the basic information for formulating marketing planning programs. The second is to determine the effectiveness of corporate marketing. The effects here include not only the profitability indicators of the enterprise, but also the goals pursued by other enterprises, such as corporate reputation and corporate reputation.

Corporate News Manuscript Planning Rule 2: Diversity of Marketing Planning Design

There are many ways for companies to generate marketing solutions. Common methods are:

1. Your own business experience.

2. Learn from competitors.

3. Innovation.

Increasingly fierce social competition has made the development process of the company full of challenges. Various marketing activities have become the driving force for the development of the company. News marketing is naturally unstoppable! The high attention of news in this era of information explosion is even more important. It is not to be underestimated. Only by making good use of this can we create the myth of news marketing.

Press release marketing and writing incorporate the company's brand concept into it, which can clearly convey the company's brand concept to potential readers, be able to grasp market trends, understand the needs of the company, and grasp the timeliness and quality of the article Strict control, use the best platform to create the best results, use the best moments, create marketing myths.

When writing a press release, first of all, analyze the product, find the most concerned topic related to the product, and promote the product around the high attention of the topic, it is likely to bring unexpected marketing effects. If the best moment is missed, the effect will be unsatisfactory and even waste marketing resources.

Because everyone's understanding of news and news marketing is "different from high to low," let's talk about news marketing fundamentally. First of all, it should be understood that what we are talking about is from the perspective of public relations communication, which is slightly different from academic news, because the focus is different.

Why write a press release?

Most of the press releases we talk about are related to enterprises, and they are the same thing as the soft texts of the marketing industry. However, according to people's naming habits, some people like to call press releases, and some people are used to calling soft texts. It actually means the same thing. It is a series of corporate manuscripts for public relations. Having said that, everyone understands that whether it is a press release or a soft article, the purpose is to promote the sales of corporate products, build a corporate brand image, and enhance corporate brand awareness and reputation.

How do I write a press release that sells?

Press releases are often used to increase corporate visibility and reputation, and sometimes are used in corporate promotions to promote product sales. What companies need most is to sell goods. This is the most practical. Soft text is a kind of soft communication. Although it is an advertisement, most of the time it is used to assist sales. So how do we write a press release for selling goods? How about it?

If you want to write a press release that sells goods, first of all, visualize the function of the product; many years ago, great advertising masters warned us: "Don't sell steak, you should sell Zizi." Its meaning is easy to understand, and it is a bit difficult to apply in practice. The author believes that by giving the product a natural visual description and allowing consumers to interact with the copywriting, it is possible for the product to easily complete the "thrilling jump". In fact, the visualization of product functions has always been the core of product planning, not only in the creation of press releases, but also in many links such as the refinement of product core concepts. "Lung washing", "colic washing", "blood washing" and so on are all examples of planners visualizing product functions.

Secondly, to make the writing language popular; the release of the press release also lies in the popularization of the language, which should take care of the understanding ability of most readers. The readers of the press release are ordinary consumers. It refuses the decoration of gorgeous words and descriptions, and it needs to popularize, commercialize, and sharpen ideas and inspiration. A soft article that can sell goods must be easily read and understood by people, which is the premise and basis. There is no language that is easy to understand. Press releases can only be high and widowed. Without a response, it is naturally impossible to drive product sales. For the sake of popularity, try to keep short words; try to avoid gorgeous decoration; try to use the elements of life familiar to consumers to reason.

Third, apply the golden section rule; the golden section rule has been widely used in people's lives. Scientific experiments have proved that people are the easiest to accept pictures and information that conform to the golden rule, both in terms of aesthetics and information. Therefore, a press release that can sell goods should also be very scientific in structure.

According to market surveys, the best-selling press releases on the market are the result of the proper coordination of soft and hard ads; moreover, the closer the ratio of soft text and hard plane of the ad to the ratio of the golden section, the more lethal the press release. Secondly, if the ratio of pictures and text in the press release complies with the golden section rule, it will not easily cause the audience to feel aesthetic fatigue, and it will be easier and more comfortable to read. In addition, in the arrangement of the text content, if the length of the description of the product mechanism or the proportion of case descriptions also conforms to the golden section rule, it will definitely be more effective than the case or the case.

The distance between selling goods and press releases is relatively large. Press releases are generally in the marketing department, while selling goods at the terminal, it is not easy to control the terminal to sell goods. As far as experience and facts are concerned, it is easier for the press release to cooperate with other advertisements to facilitate the transaction. The release of the press release is vivid and allows customers to recognize the product. The role of advertising is to let consumers find us, the role of press releases is to let customers recognize us, and it is natural to generate sales.