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Press Releases in the
Digital Age
ProPRcopy
800-746-3121
www.ProPRcopy.com
What is a Press Release?
• A press release is an announcement or statement
written primarily for members of the news media,
including reporters, editors and (increasingly)
bloggers.
• While the intention of a press release is to gain
media coverage for an individual or organization,
today there are a number of reasons to regularly
develop and distribute them.
Press Releases: Before
• In years past, press releases allowed businesses
and PR professionals to form relationships with
journalists and gain positive coverage in
newspapers, magazines and TV/radio news
broadcasts.

• PR professionals would create press releases and
send them out to the media, in hopes that
reporters would write a story about an
organization.
Press Releases Today
While press releases are still important to a cohesive
media relations strategy, they have found a new role in
online marketing.
• Now organizations can create press releases and
distribute them online, enhancing their search
engine optimization (SEO).
• They can also use email and online distribution
wires to reach journalists and bloggers across the
U.S. and around the world.
Press Release Distribution
• Most companies choose to distribute their press
releases through a national distribution service,
such SBWire, PRWeb, PR Newswire or
BusinessWire.
• By doing so, you can include links, images,
videos, audio and more, while targeting your
release to certain types of publications.
• This gives you the ability to expose your release
to hundreds of thousands — or even millions —
of people worldwide.
What Makes a Good
Press Release?
First, a press release needs to have a newsworthiness. The
following are four primary elements that make an announcement
newsworthy:

• Timing: You should be announcing something that recently
happened or is about to happen.
• Impact: The announcement should affect a significant
number of people, such as your staff members or customers.
• Prominence: The subject of your release should involve
someone of significance, such as an executive, public official
or other high-profile individual.
• Proximity: Many releases have a local impact, such as the
opening of a new retail location in a specific city or town.
Note: Your press release does NOT need to contain all four of these
elements, but should have at least one.
What Makes a Good
Press Release?
Like any good news article, a press release
should address the “five W’s.”
• What happened?
• When did it occur?

• Where did it happen?
• Who was involved?
• Why did it occur?
Working with a Professional
Most organizations choose to hire a professional
copywriter to create their press releases. These
writers:
• Know how to write releases that grab the
attention of journalists and target audiences

• Can incorporate the right keywords to
enhance a release’s SEO value
• Write in AP Style and the “inverted pyramid”
format, which reporters and editors know and
respect
How ProPRcopy Can Help
• Access to a team of copywriters and editors
who have years of experience in journalism,
public relations and communications
• We have written thousands of press releases
for businesses and organizations across
countless industries
• We help distribute your press release to local,
regional and national media markets
For more information, contact ProPRcopy:

800-746-3121
info@proprcopy.com
www.ProPRcopy.com

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Press Releases in the Digital Age

  • 1. Press Releases in the Digital Age ProPRcopy 800-746-3121 www.ProPRcopy.com
  • 2. What is a Press Release? • A press release is an announcement or statement written primarily for members of the news media, including reporters, editors and (increasingly) bloggers. • While the intention of a press release is to gain media coverage for an individual or organization, today there are a number of reasons to regularly develop and distribute them.
  • 3. Press Releases: Before • In years past, press releases allowed businesses and PR professionals to form relationships with journalists and gain positive coverage in newspapers, magazines and TV/radio news broadcasts. • PR professionals would create press releases and send them out to the media, in hopes that reporters would write a story about an organization.
  • 4. Press Releases Today While press releases are still important to a cohesive media relations strategy, they have found a new role in online marketing. • Now organizations can create press releases and distribute them online, enhancing their search engine optimization (SEO). • They can also use email and online distribution wires to reach journalists and bloggers across the U.S. and around the world.
  • 5. Press Release Distribution • Most companies choose to distribute their press releases through a national distribution service, such SBWire, PRWeb, PR Newswire or BusinessWire. • By doing so, you can include links, images, videos, audio and more, while targeting your release to certain types of publications. • This gives you the ability to expose your release to hundreds of thousands — or even millions — of people worldwide.
  • 6. What Makes a Good Press Release? First, a press release needs to have a newsworthiness. The following are four primary elements that make an announcement newsworthy: • Timing: You should be announcing something that recently happened or is about to happen. • Impact: The announcement should affect a significant number of people, such as your staff members or customers. • Prominence: The subject of your release should involve someone of significance, such as an executive, public official or other high-profile individual. • Proximity: Many releases have a local impact, such as the opening of a new retail location in a specific city or town. Note: Your press release does NOT need to contain all four of these elements, but should have at least one.
  • 7. What Makes a Good Press Release? Like any good news article, a press release should address the “five W’s.” • What happened? • When did it occur? • Where did it happen? • Who was involved? • Why did it occur?
  • 8. Working with a Professional Most organizations choose to hire a professional copywriter to create their press releases. These writers: • Know how to write releases that grab the attention of journalists and target audiences • Can incorporate the right keywords to enhance a release’s SEO value • Write in AP Style and the “inverted pyramid” format, which reporters and editors know and respect
  • 9. How ProPRcopy Can Help • Access to a team of copywriters and editors who have years of experience in journalism, public relations and communications • We have written thousands of press releases for businesses and organizations across countless industries • We help distribute your press release to local, regional and national media markets
  • 10. For more information, contact ProPRcopy: 800-746-3121 info@proprcopy.com www.ProPRcopy.com