Public relations (PR) is more than just crisis management to prevent bad news. It can boost your business and help spread your knowledge and expertise as well.
As part of an overall marketing strategy, PR can help raise your image as a thought leader, build credibility and attract new clientele. One of the most effective tools you can use to help accomplish this is a press release.
In the fast-moving world of social media and online news, a press release may seem a bit old-fashioned. However, when created and used the right way, it can be a valuable way to promote your firm and get in front of media outlets. In addition, a well-written press release may help improve search engine optimization and help drive traffic to your website.
So, where do you begin? To help with writing a press release for your firm, we’ve assembled five key considerations.
Identify the purpose
Be sure to identify what you are trying to accomplish with the release. What do you want the public to know? Does it appeal to your target audience?
Write as if it’s an actual news story
Start with a compelling headline that will draw the reader into the article. Include a short subhead to provide any additional details. If possible, include keywords for search engine optimization.
Better conversations. Better outcomes.
Helping you engage in better conversations that drive better outcomes is at the very heart of who we are at BMO Global Asset Management. Leverage marketing techniques in your practice with these episodes from the Better conversations. Better outcomes. podcast series.
Answer the five Ws
Who: your firm or specific staff member
What: what happened or will happen that you want your audience to know
Where: where it happened or will happen
When: when it happened or will happen
Why: why the reader should care about this news
Add one or more quotes from you or your team. You can also include any relevant statistics and supporting data to back up your announcement.
The end of the release is designated for your boilerplate language. This is where you provide background information on your firm and embodies everything you want your target audience to know about your firm. Be sure to include links to your website and social media pages. Save this text and use it at the end of all press releases.
For additional information and a sample press release template, please download the full PDF below.