Five W’s of Press Releases

Press releases answer five questions: who, what, when, where, and why. Answering these five questions will help spread the word to your target audience about your event or product in an efficient, affordable manner. 

Who

Anyone with an event or product to promote should use a press release. Hosting a 100-year birthday party for your favorite aunt? Running an auction to raise funds for the local food bank? Promoting your new book? Start with a press release to get the word out. 

What

A press release is a statement to the media to promote an event or product. Nowadays the media landscape includes everything from print to digital media. Digital media includes online news, social media, and product sites.

Press releases vary in length. Generally, they will simply answer the who, what, when, where, and why of your event or product. In the case of an event, press releases answer who should attend, what is the event, when and where will it be held, and why should they come? If you are promoting a product answer these questions: who will use this product, what is it, when is it available, where can I buy it, and why should I care? Longer press releases become articles which may be picked up by trade publications.

When

For immediate release indicates the press release is time sensitive and that it should go out now. This is especially important for people to find out about events. It does no good to hear about Aunt Effi’s 100-year birthday party after the fact. Immediate release also applies to products that are just coming onto the market or that have special pricing.

Press releases can also be sent out weeks in advance to drum up interest in an event or celebrate a milestone.  Another example for a general press release would be an innovative product. Let’s say snow hasn’t started to fly yet and your company has a new and improved design for a snow shovel. Your press release should go out well before the customer has two feet of snow blocking their driveway.

Where

It’s important to address the where that your press release refers to. Is the event at the local senior center, church, or pub? Is your product available in retail stores—big box, specialty, or online? Without this information your target audience will be frustrated when they can’t access the event or product.

Why

Local online sites will post milestones, event information, and new product reviews with a focus on the community. National sites will emphasize items of general interest.

I hosted a book launch at the local senior center on a Friday afternoon, so my target audience was retirees. I asked the senior center to post an event notice on their FaceBook page with a link to an article on my website. I also submitted my short press release to the local paper and news station. These press releases led to a brief notice in the GO! Section of the local paper, and a spot on the evening news broadcast.    

A carefully placed press release is a dynamite way to reach a large audience with the least amount of effort. The trick is in finding the right outlet. Start with your target audience. Determine which media they consume, then reap the rewards.