The OpenWater Blog

Learning Series: Press Releases

As social media usage – especially as a news source – continues to rise, more people are questioning whether press releases still matter. After all, social media is an inexpensive, simple way to disseminate the same information you typically would in a press release. However, this isn’t to say that press releases don’t matter.

In fact, 75% of journalists still like press releases. Below, we’ll discuss why and share 5 best practices you should keep in mind while crafting your own.

Why Do Press Releases Matter?

Press releases, unlike social media, are designed to share news about your awards program. And, because it’s more formal than social media, it lends professionalism and legitimacy to your organization. Moreover, it makes your program appear exclusive and special, which is likely to generate more interest (and from the right kinds of applicants) in your program.

The best part is that press releases don’t have to be stiff or boring, as most assume them to be. In fact, you can do a lot with press releases to align them with your branding and ensure individuals will want to read them.

5 Best Practices for Your Next Press Release

When you’re ready to craft your next press release, you don’t have to stick to the formal, archaic manner of writing. Instead, you should implement the following 5 best practices to ensure you stand out (and in a good way).

1. Create a Clear, Direct Headline

Your headline needs to entice readers with a clear, direct statement of what the press release is about. However, you need to keep it interesting enough where people will want to read it.

Even if the topic isn’t too exciting, adding an action verb and some other descriptive terms will make it more interesting while maintaining formality.

2. Use Quotes

Well-placed quotes are enticing, highlight the authority within your program, and add legitimacy. Moreover, they are great social media posts for short, interesting tidbits about your program and what’s going on at the moment.

3. Use Keywords

Some may think that keywords don’t matter when it comes to press releases, but they do. You shouldn’t focus too much on keywords, but adding one or two that are appropriate for your program and industry in the headline and throughout the text is a great way to make your press release work for your program.

Remember, use keywords sparingly so as not to over optimize. Otherwise, you’ll create a new problem entirely.

4. Targeting

Press releases are most effective when you publish them in appropriate publications you know your target audience reads. Thus, it’s better to hand pick a select few quality platforms where you know your highest quality applicants spend time rather than submitting your press release to ten or more sites when you aren’t sure whether or not it’ll make a difference in your bottom line.

5. Proofreading

You can never submit a press release without proofreading first. Just one, minor mistake can undermine your organization’s credibility. This is difficult, if not impossible, to regain.

Read (and re-read) your press release multiple times to ensure you don’t miss a simple mistake.

How Will You Use Press Releases in Your Organization?

Press releases still serve an important role in countless organizations, and yours could be one of them. As such, it’s important you understand how to customize press releases to serve your organization’s needs and better publicize your awards program.

Want even more best practices to craft your next press release? Get the full list in our eBook Awards 101: The Missing Manual for Awards Professionals here.

Ashley Surinak

Ashley Surinak is the resident OpenWater expert on all things content. From the blog to guides and beyond, you'll find her at every turn in your OpenWater journey.

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