9 Ways to Craft a Kick-Ass Press Release

Posted by Wendy Marx

Dec 23, 2015

9 Ways to Craft a Kick-Ass Press Release.png

How to Land Media Coverage for Your B2B

Posted by Pamela Keniston

Sep 1, 2015

How to land media coverage for your B2B

10 Shrewd Ways to Promote Your B2B Press Release in Social Media

Posted by Wendy Marx

Jul 17, 2015

10 Shrewd Ways to Promote Your B2B Press Release in Social Media.png

(Post updated: Dec. 13, 2017)

Everyone loves a bargain. And when it comes to promoting your B2B press release, leveraging social media is perhaps the best and most economical way. A strong social media release strategy will help you to build relationships with customers and create brand recognition.

5 Rules to Landing Local Media Coverage for Your B2B Company

Posted by Wendy Marx

Apr 17, 2015

Local media coverage is important for any B2B firm occupying a physical or digital space. Learn the 4 rules of getting in tight with local media outlets.

Local PR is one of the most cost-effective forms of PR today for a B2B company. Yet, do your neighbors even know you exist? 

With so much emphasis on Internet marketing, it's easy to forget that potential customers reside right in your own backyard. Here are 5 ways to get the attention of local companies. Read on.


10 Ways PR Pros and Journalists Can Work Together

Posted by Pamela Keniston

Oct 16, 2014

PR pros and journalists make a formidable team! Check out 10 ways to come together.

What defines the value of a piece of art? Many say it is how much the piece is appreciated by the owner, not the dollar amount placed upon it. 

Why Calls to Action are Vital to Your Press Release Strategy

Posted by Wendy Marx

Jun 26, 2014

 Calls to action are not just for blog posts! Learn how using them in your press release gets the results you need!

How to Write a Press Release That Attracts Attention

Posted by Wendy Marx

Feb 6, 2014

How to Write a Press Release That Attracts Attention.png


Would you like to know how to write a press release that gets the attention of major media outlets? Let's look at the top components of a press release strategy, and how you can craft your own with killer results.

Press releases have recently been critiqued as old school and some even go as far as to say that press releases are dead. Unfortunately, the press release seems to be everyone's favorite punching bag. 

Are Press Releases Dead?

Despite how hated it seems to be, B2B public relations people distribute an endless stream of press releases on every possible subject from the launch of the latest gizmo to a new hire to a new survey. What gives?

The problem is not the press release itself. The problem is that many people haven't updated their press release strategy to reflect the modern times we live in. We've seen many press releases that are weighed down with formulaic writing and marketing hype. The result is a bloated and dull release that is much more likely to elicit a yawn than a response.

But, done right, a press release can be much more than a piece of paper. Consider for a moment how many press releases you can find on such distribution sites as PR Newswire, where you can find hundreds of releases on a wide range of subjects every single day. 

Bottom Line: Press releases are far from dead! They are an effective way to tell your story and generate leads.


Many people haven't updated their press release strategy to reflect the modern times we live inTweet: Many people haven't updated their press release strategy to reflect the modern times we live in @wendymarx TO TWEET


So let's get right into it: how to write a press release that gets the results you want.

How to Write a Press Release That Any PR Professional Would Envy

1. Start Off with a Captivating Headline

There are few words that are as valuable and important as a press release headline -- and this value comes from its potential to make a lasting impression on the reader. A press release headline should grab the attention of journalists, bloggers, prospects and clients and make them all want to read more.

For starters, use clear action words, and keep it short and simple. No need for a long-winded explanation. This shouldn't be a two-minute process. Invest your time to create a top-quality headline, even if it means coming back to it multiple times before you land on the right one. 

Reflect on this: journalists and bloggers receive dozens (sometimes hundreds) of press releases every day. The right headline puts you in front of the pack. 

Extra Tip: Test alternative headlines on social media to see which packs the biggest wallop.


Few words are as valuable and important as a press release headlineTweet: Few words are as valuable and important as a press release headline @wendymarx TO TWEET


Handpicked Related Content

How to Write Press Release Headlines That People Actually Read

From Anonymity to 740m Impressions in Just One Year - the B2B PR Storypress Technique.

2. Get to the Point

Again, because journalists and bloggers receive many press releases in a single day, they don't have time to wade through word mazes. Skip the flowery language, jargon and exotic metaphors. Get to the point in the first paragraph. 

Address the 4 Ws -- who, what, when, and where -- within the very first paragraph of your release. If it's a product launch, tell what's being launched, who's doing it, when it's happening and where it will be held. Stick to facts that are usable, not peripheral

3. Be Quotable

Journalists are always looking for the human side to a story, and a quote oftentimes provides just that.

This quote should be from an executive within your company -- someone with authority that engages readers. The level of person you choose to quote shows the importance you assign to this announcement.

A good quote will give journalists and their readers some context. It will engage the audience and create a story that draws them in. For example, how is your announcement going to affect the industry and people in it? 

Click Here to Get the Number One Process to Go from Anonymity to Industry Icon


Handpicked Related Content

How to Improve Your Press Release Best Practices with Storytelling

4. Pay Attention to Length

One of the first things people ask is, "How long should a press release be?" The answer, of course varies from one situation to another. But the number one rule of thumb for press release length is to be concise. 

Paying attention to length can help you to eliminate fluff and get to the point quicker .Reports show that journalists spend an average of 5 seconds reading a press release before they decide whether to use it or trash it. Think about what you want themt to see in that window of time.

As we said, the appropriate length will vary from one situation to another. A good rule of thumb  however, is around 400 words, or a page or less.

5. Give Them Background

After your first paragraph, delve into more detail about the announcement. Is there a creative route your company took while creating its product? Any inspiration you pulled from? 

Again, just as we discussed in our last point, you still want to be concise. Only give details that are relevant to the release or strengthen your narrative. Walk a careful line between key background information and excess.

Avoid being self-promotional. More than anything, this will turn off your audience. Answer the question, "Why should people care?" Connect your company to a larger issue and show how it relates to your customers.

Handpicked Related Content

How to Write a News Release in the Modern Age of Journalism 

6. Skip the Jargon

Your press release is not a technical paper, and it should not read like one. More times than not, industry jargon will lose journalists and their audience. To ensure that your press release fits the bill, read it to a close friend or family member who knows little to nothing about your industry. If you get quizzical or glazed-over looks, return to the drawing board until you have a release that anybody can read and understand.

Handpicked Related Content

How to Combat the Fake News Frenzy in B2B PR

7. Include Visuals

Visuals are an integral part of the modern press release. If you want to bump up your success rate, include images and even video. A study from Cision reported that press releases that include images receive 1.4X more views than those that don't -- and that figure goes up to 2.8X when a press release includes video.

How can you integrate multimedia into your press release? Include an image of your spokesperson, your product (if it's a product launch), or another image that ties into your announcement. You could use video to highlight new product features or offer a tutorial. 

Handpicked Related Content

How to Become More Visually Savvy in Your B2B Content

8. Leverage Data Effectively

Facts are important to any press release. Back up your story with real-world data that shows why your news is important. This could be statistics that show the need for your product or service -- for example, "88% of clients say that they struggle with this one issue in their software."

Break up your data with bulleted lists. This makes your information easy-to-digest and more acessible than huge blocks of text. It also draws the journalist's eye to the important points that they will need to reference in the story.

Handpicked Related Content:

5 Things You Should Know About B2B PR

9. Wrap It Up with a CTA

Don't forget that your press release is also a valuable way to generate leads. The secret to that is including a compelling call-to-action in a release.

This can be anything from registering for an event to downloading an ebook, or getting something for free. In return for the freebie, be sure to require a person to fill out a brief form. You will be surprised at how many people will do just that.

Handpicked Related Content

Why Calls to Action Are Vital to Your Press Release Strategy

To make it easy for you, we've created a Press Release Template with the key ingredients you need to score a press release win.

Download Your Free Press Release Template Here


An Example of a Press Release That Uses PR Best Practices

Here is an example of an actual press release that we created for Aspiring Minds to promote a launch of their employability assessment platform.

We've noted areas in which we applied the points mentioned above so that you can see how these points come together to create a top-quality press release.


Press Release Example-3.png

Press Release Example.jpg

Key Points to Remember...

  • The press release is still a vital component of public relations best practices
  • Write a catchy headline that grabs the reader's attention right away
  • Get to the point quickly in the first paragraph, and answer all the necessary W questions right away.
  • Use a quote key player in your company to humanize your release and show how it connects to a bigger picture

So next time you're ready to dismiss issuing a press release, think twice. Done right, it can help take your B2B public relations for your company from a nobody to a somebody.

How to Go From Anonymity to Industry Icon


[Image from Flickr user carterse]

You May Also Enjoy Reading...

5 Tactics to Maximize ROI of your B2B Public Relations

Posted by wendyama

Aug 13, 2012

Here’s a pop quiz --

Which B2B marketing technique allows you to become better known, enhances credibility, thought leadership and finally boosts sales?

If your answer was “public relations,"  give yourself a pat on the back!

For a long time now, PR has been sometimes viewed as a revenue-earning step-child since it’s tough to categorize. Of course one can always total press clippings, but how does that ultimately drive sales? It’s tough because there doesn’t seem to be a direct correspondence. How about the person who saw an article praising your product/service, and several months later decided to use it? Or what about all the folks with no recollection how they heard about you but somehow know about your product or service?

Okay then, should we just give up trying to tie public relations to sales?

Well, not if you’d like to get extra work from your PR campaign by also using it as a lead generation device.

Consider your press release to be an invitation for a potential client to take an action that brings this person closer to buying. For instance, you can include a call to action in your release that brings the prospect to your landing page. From there, the prospect is able to download “free” content after giving you some contact information. Congratulations, you’ve now started a dialog! Now without further ado, here are....

5 approaches to PR you can use in your B2B marketing efforts to bring in sales:


1. Refuse to Use Generic Press Releases

Although Press releases are a fundamental part of public relations, you still need more than just any old press release – you need a specific strategy.

Your release should complement your marketing efforts. It would be completely ineffective to write a generic press release intended only for distribution. You need to think: What am I trying to achieve with this release? What action do I want the reader to take after he/she sees the release?

2. Take Advantage of Multimedia

Get the most B2B marketing value possible in regards to click-throughs and lead generation. Colorful, engaging (and maybe even interactive) multimedia content like slide shows and videos enhance the effectiveness of your call to action. You can experiment to find out which type of dynamic content would best reach your target market.

3. Provide Readers With Extra Content

Don’t view the release as a one-time shot. Utilize it along with additional content for your target market. Ensure your release leads to other pages, blog posts, articles, videos, or anything else you can think of. All of the above can similarly link to your press release. As an added benefit, this will also help your company get ranked higher in the search engines.

The purpose for this sophisticated “web of content” is to connect with your potential clients and bring them into your sales funnel. The sales process has become a quite complicated and multi-layered process, and as Reevoo Insight has discovered, customers can come in at a variety of touch points and change from one channel to the a different one before the final conversion.

4. Get Social

If you have yet to incorporate social media into your B2B marketing strategy – time to get started! Social media is becoming increasingly omnipresent. It can be used together with pretty much all of your initial marketing strategies, press releases included.

Make it a piece of cake for anyone to share your release by including some social sharing buttons. Finally, remember to include a short synopsis of your release so it can be easily spread by fans without much effort.

5. Shoot for Specifics

Don’t sit back and relax after one press release.  Continue to test your releases and change them depending on your target market and the response you receive. Certain calls to action might produce different effects on a given segment of your audience. This also applies to content. For instance, you might decide to emphasize one point in a release geared to executives and a different one when targeting agencies.

Throw everything together and you have a public relations program that will significantly boost the ROI of your B2B marketing campaign.

Now how are you increasing the value of your press releases? Have you been using any of the above techniques already? Are there other ones you’d like to share? I’d love to hear your thoughts!

New Webcast on 2009 Top 10 B2B PR Practices to Boost Your Business

Posted by wendyama

Oct 1, 2009

Learn key inexpensive techniques to raise your company's profile and revenues from B2B PR Pro and Fast Company Expert Blogger Wendy Marx

Trumbull, CT (PRWEB) October 1, 2009 -- Are you talking advantage of the Internet and new technologies to get free publicity and grow your business?

The web 2.0 world has created enormous opportunities for savvy B2B companies to grow their business through public relations, according to Wendy Marx, a B2B public relations expert, Fast Company expert blogger and president of PR agency Marx Communications.

Marx Communications will present the first of its business-building webcasts "The Top 10 2009 B2B PR Practices to Boost Your Business," at 11 a.m. ET on Thursday, Oct. 15, 2009. For more information and to register, click here.  The webinar will show you how you can:

  • Go from anonymity to the New York Times and become a known industry expert that others quote.

  • The most important first step in publicizing your company, without which you might as well do nothing.

  • How to use traditional media and social media to grow your business

  • Top secrets PR pros use to get free publicity

  • How to do PR on the cheap

The webinar will be hosted by Marx Communications, and presented by Wendy Marx. Marx is an award-winning B2B marketing and B2B public relations executive who helps B2B companies and executives become well-known brands. Her firm's clients are regularly interviewed by CNBC, Barron's, The New York Times, The Wall Street Journal, BusinessWeek, and major blogs. For the last two years, Wendy has blogged for Fast Company, on public relations and personal branding and more recently for The B2B Marketing Posse. To follow her on Twitter. To see her LinkedIn profile.

About Marx Communications

Marx Communication is an award-winning B2B public relations and marketing communications agency consisting of senior-level professionals only - without the overhead or lower-level staff of traditional agencies. Since 1993, it has established a track record of effectively telling the stories of B2B companies. Its clients have been featured in media outlets that matter most to them -- The New York Times, The Wall Street Journal, Barron's, CNBC, Bloomberg News, Bloomberg TV, Fox, Forbes, Businessweek, Institutional Investor, Investor's Business Daily, Financial Times -- and virtually every major business outlet worldwide. For more information, visit the website.


Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx