Certain elements, like the company logo, boilerplate text, and contact information, remain the same across all the press releases of an organization. Variations between press releases can be noted in elements like headlines, body copy, and quotes. Elements like the date, location, and release information are unique in every press release and will thus change every time.
The 3 types of press releases that are most common are announcements of product launches, rebranding, and event hosting or attending and event. . Beyond these, other press releases you should know about are those sharing general news,, awards, crisis management, partnerships with other companies, new executive hires, and financial performance.
Let’s take a closer look at them below.
General News Press Release
One of the most widely used types of press releases is the general news press release. General releases cover newsworthy developments inside a company that don’t fall under the purview of other kinds of press releases. They include write-ups about product updates, company policies, and new initiatives.
A general news press release normally includes elements like:
An attention-grabbing headline
A succinct summary of the news that’s being shared
A newsworthy quote from individuals inside the company
Contact information for follow-up inquiries
Product Press Release
The launch of a new product deserves a dedicated press release. Any new product hitting the market is a major development for most companies. A press release highlighting a launch is a great way to attract consumer attention and jumpstart sales for the new product.
Writers can generate interest in the product by including important information in the press release, such as:
Details of the product launch event
What sets the product apart from its predecessors and competition
Pricing details
How consumers can buy the product
Event Press Release
Hosting and participating industry events is a surefire way to put your company on the map. Major events tend to attract media attention. In turn, this could lead to positive media coverage for your company. A press release announcing your participation is a good way to maximize the benefits of the event. It lets journalists know your company will be present and available for any on-site reporting they may wish to conduct.
Your event press release should include details like:
Location and timing of the event
Nature of your company’s participation
The target audience for the event
Ways how interested parties can attend
Partnership Press Release
Forging a new partnership or pushing through with a big merger or acquisition is a landmark moment for any company. It’s the sort of development that immediately restructures an organization’s framework. Mergers and partnerships have serious implications for all stakeholders in a company, from employees to shareholders. In the case of larger companies, they can also impact the industry at large. Since reporters flock to these stories, having a press release ready for such a development is a must.
Your partnership press release needs to answer any questions the media might have by including details like:
The terms of the partnership or merger agreement
How the partnership will affect the company’s operations
The motivation for entering into the partnership
Quotes from leaders within both organizations
Award Announcement Press Release
Winning an award is a major milestone. It shows observers that your company is making a difference in its industry and establishes it as a player to watch. Touting awards victories is a good way to generate positive publicity and goodwill among stakeholders. Your loyal audiences (including customers, investors, etc.) will feel vindicated for supporting your company. Plus, the news could entice new customers to try your products.
Let the world know about your company’s achievements by including the following details:
Which body or jury gave out the award
The time and place of the award ceremony
Quotes from your acceptance speech
Facts and figures about the product or project that won
Crisis Management Press Release
Not all types of press releases communicate good and positive developments. From the chest-thumping releases we’ve covered, we come now to the more somber tones of the crisis management press release. There will be occasions where negative publicity about your company necessitates a press release. Perhaps your company’s share prices plummeted, or a manufacturing plant was damaged due to a natural disaster.
In such scenarios, companies must put out a press release to stem the flow of misinformation and present an accurate picture to the media. Share details such as:
Staff Announcement Press Release
Your company’s C-suite is the public face of your organization. High-ranking executives interact with the media, represent the company at board meetings, and set the course for the company’s future. Any changes to this team should be announced. This gives the media updates about notable changes and can boost the morale of incoming staff members.
These types of press releases include information like:
The achievements of the incoming executive
Companies the executive worked for before joining your organization
Quotes from the new hire outlining their vision
Financial or Earnings Press Release
Your company should also put out financial press releases on a regular basis, especially if it’s publicly listed. In fact, publicly listed companies are required to produce financial statements every quarter. This lets shareholders track the company’s performance over time. Strong earnings reports published in these press releases can attract new investors to your company.
Even if an organization’s financial performance takes a downturn, a press release still has its advantages. Businesses can have greater control over the narrative and have an opportunity to explain any extenuating factors. This could include how long the dip is expected to last, what it will take to recover, and what the company is doing to address the situation. At the very least, the transparency it provides can build trust among investors.
Paint a comprehensive financial picture of your organization by including details like:
Sales figures
Share prices
Competitive analysis
Use Press Releases To Your Advantage
Press releases allow companies to set the record straight and influence public perception. Knowing how to use the different types of press releases in any given situation is a valuable PR skill. Once you’ve mastered the art of writing many types of press releases, start submitting them to a wire service like Canada Newswire. Distributing your press release to the right channels will ensure that your information will reach the right new outlets and audiences.
To learn more about press releases, communication, and PR, visit the Canada Newswire website or call us at 1-877-269-7890.
