Why Use Press Releases?

A press release serves as a formal announcement to media outlets, industry peers, and stakeholders. It communicates important news and milestones about your business to a wider audience.

A press release is NOT a sales piece. Do not use press releases to announce special offers, sales, or discounts.

Rather, leverage this keyword rich marketing tool to announce things like:

• a new product or service recently added
• a new highly visible client acquisition
• announcing a new hire
• achieving a milestone such as celebrating work anniversary or 100th client

Elements of a Press Release

1. Headline: Craft a concise and attention-grabbing headline that summarizes the main announcement.
2. Sub Heading: this is one sentence that summarizes the entire press release
3. Introduction (Lead Paragraph): Provide a brief overview of the news, including who, what, when, where, why, and how.
4. Body: Expand on the key details, such as product features, benefits, and impacts on stakeholders. Be sure to include a quote or two from key stakeholders or executives to add credibility and humanize the announcement.
5. Boilerplate: Conclude with a brief description of your company, including its mission, vision, and core offerings.

Writing Tips

• Clarity and Conciseness: Keep sentences clear and concise, avoiding jargon or technical language.
• SEO Optimization: Incorporate relevant keywords naturally to enhance search engine visibility.
• Visual Assets: Attach high-resolution images, logos, or infographics to complement the press release.

Distribution and Promotion

Once your press release is published on the CSBA website:

1. go to press releases to verify it's published in the list
2. click on the "...more" link to review the full press release
3. copy the URL of the press release. You'll use it in the next steps below

Once you have the URL copied and ready to go, you'll want to promote it:

• Media Outreach: Send the press release to relevant journalists, bloggers, and industry influencers. Your news will make sense to a specific audience
• Online Platforms: Publish the press release on your own website’s news section and share it across social media channels

Monitor & Follow-Up

Once your press release is published and promoted, you'll want to track it's effectiveness.

• Monitor Coverage: Occasionally perform an internet search on your press release headline. Track media coverage and engagement measure the press release’s impact.
• Follow-Up: Respond promptly to media inquiries and leverage coverage for further promotion.

Get Started Today!

Share your press release success stories with CSBA staff and other members. Help everyone learn from what worked, what didn't, and ways to improve the process.