Press releases are the most commonly used tools for public relations (PR). Marketing teams and PR departments are constantly churning out press releases that chronicle significant business developments within a company. At the other end of the exchange, media outlets from print, television, and the internet rely on press releases for a steady stream of information about the industries they cover. 

A simple but versatile tool, press releases can be used for a variety of purposes. So, what are the types of press releases? What sets them apart? And when should each type be used?

Types of Press Releases and Their Uses

The many types of press releases are characterized according to their content. In terms of structure, all press releases tend to follow a uniform template. Their straightforward nature makes the information they contain easier to read and understand.

The tone of voice and content of the press release will vary depending on its subject.

The uniform elements that are seen across all types of press releases include:

 

  1. Company logo
  2. Release information
  3. Headline 
  4. Subhead
  5. Date and Location
  6. Body copy
  7. Quotes
  8. Bullet points
  9. Company boilerplate
  10. Contact information

 

Certain elements, like the company logo, boilerplate text, and contact information, remain the same across all the press releases of an organization. Variations between press releases can be noted in elements like headlines, body copy, and quotes. Elements like the date, location, and release information are unique in every press release and will thus change every time.

The 3 types of press releases that are most common are announcements of product launches, rebranding, and event hosting or attending and event. . Beyond these, other press releases you should know about are those sharing general news,, awards, crisis management, partnerships with other companies, new executive hires, and financial performance.

Let’s take a closer look at them below.

General News Press Release

One of the most widely used types of press releases is the general news press release. General releases cover newsworthy developments inside a company that don’t fall under the purview of other kinds of press releases. They include write-ups about product updates, company policies, and new initiatives. 

A general news press release normally includes elements like:

  • An attention-grabbing headline

  • A succinct summary of the news that’s being shared

  • A newsworthy quote from individuals inside the company

  • Contact information for follow-up inquiries

Product Press Release

The launch of a new product deserves a dedicated press release. Any new product hitting the market is a major development for most companies. A press release highlighting a launch is a great way to attract consumer attention and jumpstart sales for the new product. 

Writers can generate interest in the product by including important information in the press release, such as:

  • Details of the product launch event

  • What sets the product apart from its predecessors and competition

  • Pricing details

  • How consumers can buy the product

Event Press Release

Hosting and participating industry events is a surefire way to put your company on the map. Major events tend to attract media attention. In turn, this could lead to positive media coverage for your company. A press release announcing your participation is a good way to maximize the benefits of the event. It lets journalists know your company will be present and available for any on-site reporting they may wish to conduct. 

Your event press release should include details like:

  • Location and timing of the event

  • Nature of your company’s participation

  • The target audience for the event

  • Ways how  interested parties can attend

Partnership Press Release

Forging a new partnership or pushing through with a big merger or acquisition is a landmark moment for any company. It’s the sort of development that immediately restructures an organization’s framework. Mergers and partnerships have serious implications for all stakeholders in a company, from employees to shareholders. In the case of larger companies, they can also impact the industry at large. Since reporters flock to these  stories, having a press release ready for such a development is a must. 

Your partnership press release needs to answer any questions the media might have by including details like:

  • The terms of the partnership or merger agreement

  • How the partnership will affect the company’s operations

  • The motivation for entering into the partnership

  • Quotes from leaders within both organizations

Award Announcement Press Release

Winning an award is a major milestone. It shows observers that your company is making a difference in its industry and establishes it as a player to watch. Touting awards victories is a good way to generate positive publicity and goodwill among stakeholders. Your loyal audiences (including customers, investors, etc.) will feel vindicated for supporting your company. Plus, the news could entice new customers to try your products. 

Let the world know about your company’s achievements by including the following details:

  • Which body or jury gave out the award

  • The time and place of the award ceremony

  • Quotes from your acceptance speech

  • Facts and figures about the product or project that won

Crisis Management Press Release

Not all types of press releases communicate good and positive developments. From the chest-thumping releases we’ve covered, we come now to the more somber tones of the crisis management press release. There will be occasions where negative publicity about your company necessitates a press release. Perhaps your company’s share prices plummeted, or a manufacturing plant was damaged due to a natural disaster. 

In such scenarios, companies must put out a press release to stem the flow of misinformation and present an accurate picture to the media. Share details such as:

  • How the company is responding to the crisis

  • How long it will take for normal operations to resume

  • Causes of the crisis

 

Staff Announcement Press Release

Your company’s C-suite is the public face of your organization. High-ranking executives interact with the media, represent the company at board meetings, and set the course for the company’s future. Any changes to this team should be announced. This gives the media updates about notable changes and can boost the morale of incoming staff members. 

These types of press releases include information like:

  • The achievements of the incoming executive

  • Companies the executive worked for before joining your organization

  • Quotes from the new hire outlining their vision

Financial or Earnings Press Release

Your company should also put out financial press releases on a regular basis, especially if it’s publicly listed. In fact, publicly listed companies are required to produce financial statements every quarter. This lets shareholders track the company’s performance over time. Strong earnings reports published in these press releases can attract new investors to your company. 

Even if an organization’s financial performance takes a downturn, a press release still has its advantages. Businesses can have greater control over the narrative and have an opportunity to explain any extenuating factors. This could include how long the dip is expected to last, what it will take to recover, and what the company is doing to address the situation. At the very least, the transparency it provides can build trust among investors.

Paint a comprehensive financial picture of your organization by including details like: 

  • Sales figures

  • Share prices

  • Competitive analysis

 

Use Press Releases To Your Advantage

Press releases allow companies to set the record straight and influence public perception. Knowing how to use the different types of press releases in any given situation is a valuable PR skill. Once you’ve mastered the art of writing many types of press releases, start submitting them to a wire service like Canada Newswire. Distributing your press release to the right channels will ensure that your information will reach the right new outlets and audiences. 

To learn more about press releases, communication, and PR, visit the Canada Newswire website or call us at 1-877-269-7890.