How Does a Press Release Work?

Company Wants Publicity

A company decides to submit a press release primarily for publicity purposes. Organizations will often use press releases to garner attention for an event, a new product, charitable efforts or other novel circumstances.

Press Release is Written

The press release is written using AP (Associated Press) style. It is important to be concise and to the point.

Press releases are often written by the staff of an organization. If an organization has an employee that specializes in public relations, this duty would fall on her shoulders. If a company uses an external public relations firm, press releases may be written by that firm.

Press Release is Distributed

Once the release is written, it is distributed to various news outlets. Organizations that are well connected to the media will often send their press releases directly to news outlets. Public relations firms do the same. Other organizations use a third-party press release distribution service.

Press Release is Published

The press release will be published based on the needs of the news outlets. This is determined primarily by space available and perceived interest of the readers