How Does A Press Release Work?
What is a press release in marketing? A press release is a news statement companies write and distribute to relevant publishers. The goal is to attract interest from media outlets and customers about new product releases and other company-related announcements. Press releases are written by members of your team, so you can be biased and present your brand in the best light possible. Including them in your SaaS marketing strategy is necessary to alert journalists and relevant media outlets about your company's news so it gets bigger coverage. These documents are so important that 74% of journalists asked said that they wished they received more of them from press release professionals. With tens of thousands of them being released daily, it becomes more and more evident why you need to adopt them in your SaaS B2B marketing.
To write an attention-grabbing press release for marketing purposes, you must get the structure right and stick to your message. Below we discuss the necessary ingredients and types of press releases your company can create right away.
How Do You Write And Format A Press Release?
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Headline
Think of your headline as the title of one of your articles. It should be relatively short, descriptive, accurate, and able to grab people's attention immediately.
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Date
Writing a press release also requires the date of publication, which traditionally goes either at the top of your PR, before the title, or right under the title.
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Subheader
Your subheader is a summary of your press release. It describes your company name and provides some information about your newsworthy announcement.
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Body
This is where you explain in greater detail what your news is about. If, for example, you have successfully collaborated with a company and helped them solve a problem, you can talk more about that company and your course of action.
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Quote
Trustworthy quotes are pivotal for press release marketing because they boost your credibility. For example, in a case study press release, you can quote the CEO or president of the other company saying something positive about your collaboration.
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Company Information
At the end of your press release, include a short description of your company and any collaborating businesses. Sum up your capabilities and past achievements to offer a comprehensive idea of who you are and what you do.
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Logo
It goes without saying that whenever you produce any type of content, including a press release, you should include your company logo. It doesn't matter if you have a company description. A logo helps prospects identify your brand without even seeing your name.
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Media Contact Info
Before sending press releases, don't forget to add your contact information. Pick an employee who handles media communications. It could be your VP, head of sales, PR manager, or other high-ranking member.
8 Types Of Press Releases You Can Create For Increased Visibility
1. Public Announcements
To write a press release, you must have major news to share with your industry and business world. For instance, if you have a SaaS startup and you just received funding, you may release a news piece letting everyone know how this money is going to be used. Revolv3 is a great example. The fintech company informed its industry about how they were going to use their seed funding, boosting brand awareness and overall credibility. You can simply put yourself on the map by letting the world know who you are and what you plan on doing.
But this type of press release isn't only for startups. If there are important developments in your company, including new accessibility features in your LMS software or new AI tools integrated into your authoring tool, let the world know. These developments may bring more clients to your doorstep. So, write about the specific changes and new implementations, the benefits customers should expect, and how you will ensure smooth operations.
2. Events
Among the most popular types of press releases is event marketing. To write such a press release, you must include the date, time, location, and the speakers of the event. It could be a conference, charity event, corporate retreat, new product launch event, or community initiative. And that's not all. B2B digital marketing agencies should also include the benefits and who should attend. For example, if it is a new product launch from a MarTech company, freelance marketers and professionals working in digital marketing agencies should attend. Indicate the reasons this event will help them and what knowledge they should expect to receive.
Moreover, you should indicate whether the event is free or VIP. If it is invitation-based, let people know how to request theirs and the requirements to be accepted. Don't forget to specify the program of the event, including break times and guest speakers. The best way to end your press release is by adding contact information for media and public inquiries regarding the event.
3. Crisis Management
The SaaS sales market isn't only about new releases and award shows. It is also filled with PR crises and problems arising. This is why you need to address any negative press coverage with a crisis management press release and prevent an even bigger crisis. However, don't wait until the entire industry is aware of your mishaps. Maybe you detected the issue before anyone else. If you can't fix it promptly, let your audience know. For example, you may have suffered a cyberattack with data breaches or experienced unexpectedly long website downtime. Other reasons that can push you to write this type of press release are unprofessional customer service or disruption of services.
To write a press release on these matters, include details about the specific event and its consequences to your brand and your customers. Take responsibility for the matter and indicate how you are going to address the problem. Apologize to anyone affected and promise that you will do your best to reverse the harm done. This PR release should be signed by your CEO to send the message that you are taking the situation seriously.
4. Charities
Charities or social and environmental initiatives are the best type of media attention your brand can receive. Sure, you may need to run a promotional campaign too, but writing a press release is also beneficial so journalists and news outlets can get ahold of the update. There are various initiatives you can take to receive positive attention. You may donate to causes or local businesses, support historically marginalized groups, arrange a tree-planting event, sponsor LGBTQ+ initiatives, etc.
Before sending your press release, ensure it includes the motivation behind your initiative. Why are you doing it, and how will it benefit the world and the affected community? Also, explain how you will implement your initiative and who will be able to participate. It may be a public happening or a company-wide event. Don't forget to mention proof of the necessity of your action and get a quote from your CEO. At the end of your press release, add the contact details of the person who is in charge of organizing and facilitating the whole project.
5. New Hires
Now, press release marketing isn't necessary for every single new hire. It is crucial, though, when your leadership changes and a new CEO, CFO, or other high-ranking member is hired. Your SaaS B2B marketing strategy should account for these expenses. Your shareholders and customers may get nervous learning from others that your team has changed. So, you must inform them first to ensure a smooth transition and maintain their trust. When you announce someone's departure, introduce the new hire and their experience. Include any awards and achievements they may have received and their education milestones. Additionally, mention how their deep skills align with your company goals and what their key responsibilities will be. Lastly, get a quote from your new addition introducing themselves to your clientele.
6. Product Launches
Did you know that nearly 30,000 new products are launched every year and 95% of them fail? While there are a plethora of reasons for this, building proper brand awareness and product visibility are two major factors. An effective B2B marketing strategy for product launches should always include press releases to ignite interest. Such a press release should include as much information as possible regarding the product's features and capabilities to solve common problems and improve people's lives. Highlight any features and technology tools that are unique and your competitors lack. Also, indicate who would benefit the most from using your product and underline the various pricing tiers. Use high-quality images and teaser videos that are also great for social media marketing. Another trick is to offer early bird discounts for those who sign up to your website or newsletter.
7. Awards
Who doesn't like sharing their accolades and achievements? To write a press release that is celebratory but doesn't make you come off as overly promotional or braggy, try to state the facts as objectively as possible. Start by stating the title of the award and the organization that held the ceremony. Highlight its credibility by referring to media coverage and quotes from established industry leaders. Then, mention the criteria needed to win the award and how you met all of them. Does this award impact your company's future or your clients? If so, explain this in the main body of your press release layout. Last but not least, don't forget to include a few words from your CEO or other senior executives who worked hard to win this accolade. Maybe this accomplishment creates new expansion opportunities for your brand; a development shareholder may want to know.
8. Partnerships
Companies often make important decisions that impact the future of a brand, their employees, and their stakeholders. Press release companies are often tasked with informing a business's audience about partnerships, mergers, and acquisitions. Maybe you have partnered up with another company to release a new product, or you have acquired that brand to expand your reach and build an effective market penetration strategy. Whatever your situation is, inform your audience about your next steps and describe your new partner. Highlight the benefits of working with them and state whether there will be any structural changes. Underline why this collaboration will benefit your customers and what monetary gains you expect.
Mistakes People Do When Writing A Press Release
1. Boring News
How do you write a killer press release? The purpose of a press release is to boost brand visibility and get people to buy your product or get to know who you are. But neither of these will happen if your press release isn't newsworthy. Ask yourself whether people outside your company would care about your news and if anyone would benefit. If the content is only interesting to you, your employees, and your inner circle, it's not worth the money or effort.
2. Slow Narration
One of the most valuable press release tips seasoned B2B content marketing agencies already know is that you should cover the main points of your news briefly but accurately. Journalists don't have too much time on their hands and may not read your full press release. So, make sure to indicate the basic information at the beginning without beating around the bush.
3. Inauthentic Language
AI has evolved a lot, and many people now use it daily. This means that they understand when it's not a person talking but a robot, so avoid using GenAI to craft your press releases. Also, whether it's an intern or the CEO writing, ask them to use natural language. Sometimes, in their effort to sound distinguished and professional, people use language that is hard to understand. Instead, use simple words and remember that you are trying to appeal to everyday people who speak the same language as you.
Examples Of Successful PRs
To master your B2B marketing campaigns, you also need to be an expert in producing good press release examples. Apple is a brand that does a masterful job with its product announcement press releases. They make it easy for journalists to extract the main points to create their content, including facts, details, and quotes. Another great example is TaskShift. When it was ready to launch its freelance marketplace, it issued a press release that focused on the monetary gain for professionals. Since most platforms charge freelancers a certain percentage, TaskShift leaned on the fact that professionals can keep 97% of their revenue. When they published their press release, they simply mentioned their unique selling point, mission, and vision.
What does a good press release about financial metrics look like? Businesses often create these documents to highlight their revenue increase and send their customers, stakeholders, and industry a message of growth. On this occasion, the headline can be a simple "eLearning Industry Reports Earning Results For Q3 2024." After detailing the numbers, you may explain why this was the result and whether they exceeded your expectations. When a public company showcases revenue growth, its stocks may increase rapidly, offering your brand higher visibility and economic worth.
Key Takeaway
Press release writing differs from other forms of writing. Even your most seasoned content writers may have to take some time to get accustomed to this new type. A generic press release format includes a headline, subheader, date, main body, quotes, company info, and contact details. And don't forget to prepare strong visuals to accompany it. However, certain details may change depending on your press release type. Your SaaS marketers can help you navigate the landscape and curate the best type based on your needs. Public announcements, product launches, crisis management, partnerships, events, charities, awards, and new hires are a few of the occasions that prompt the creation of a press release. Keep in mind that the B2B industry is congested with new ideas, concepts, and products, and only those that stand out make an actual impact.
To achieve brand visibility and win your competitors, your press release should align perfectly with your SaaS sales strategy and be specific. People have less time than ever and won't spend ages reading a long press release to locate the basic points. They will also exit the page if your press release is boring and not newsworthy. For this reason, make sure your content is truly groundbreaking and important to read about. If you're still not sure about how to write a short or long press release, take a look at these examples to understand what you have to do.
