In the world of Public Relations, what is called a Press Release cannot be separated. Press Release is an activity to provide information, whether in the form of carrying out institutional or company activities, product launches, company launches, and so on. In simple terms, Press Releases can be said as a way to do soft selling .
With a Press Release, a company or institution will be better known by many people so that it can improve the image of the company or institution.
However, currently there are still some companies or institutions that have not used a Press Release. Things like this are very unfortunate because it can make other people not know an institution or company.
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Definition of Press Release
Press releases in a company or institution are usually written by the Public Relations department or the public relations department.
Public relations is an abbreviation of public relations. Therefore, this public relations section connects companies or institutions with the public. Usually in the form of information in the form of writing from companies or institutions so that many people know.
That information is called a Press Release. With a Press Release, the public will know what information is being conveyed. In fact, not only the public knows, but other companies and other institutions know this information.
So, Press Release is information in the form of writing that is given to the public, other companies, and other institutions with the aim of promoting the image of the company or institution. This Press Release can be published through offline or online newspapers , to social media.
However, there are several companies or institutions that hand over the task of making a Press Release to a third party. This is done because third parties are considered more competent in making press releases.
At a glance, a press release is shaped like a news story, but is inserted with a promotion or a company or institution branding . Therefore, writing a Press Release really requires precision and the choice of language that is interesting to be read by many people.
Even for newly established companies, press releases are very suitable as a way to introduce a new company. If many readers have read the Press Release, it is very likely that the existence of the company will be seen and its products will be known by many people.
The use of Press Releases in several companies is used to promote new products. The more people who know about a company’s new product, the greater the chance that the new product will sell well in the market.
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Why is a Press Release Needed?
“Why is a Press Release really needed by a company or institution? Maybe questions like that often arise in our minds. Actually there is no definite answer, but broadly speaking there are three answers.
First, the Press Release is important because it can introduce a company’s product. Second, providing information related to an activity that will be carried out by a company or institution. Third, provide information related to companies or institutions.
If seen from the three answers above, making a Press Release requires very high thinking skills so that there are no mistakes in writing, using language that can attract readers, to divert skewed news related to companies or institutions.
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Press Release Structure
To make it easier to make a Press Release, it is necessary to know the structures. Check out the Press Release structures below.
1. Title (head)
The first thing to pay attention to when creating a press release is the title. The title must be made as attractive as possible so that many people read the information provided.
In addition, writing the title must represent the contents in the Press Release. Titles with active sentences will make it easier for readers to understand the message or intent of the information conveyed by the company or institution.
2. Terrace (lead)
After the title, the structure that must be considered next is the terrace or lead . The terrace on the Press Release can be interpreted as the opening part of a news story.
Therefore, usually the terrace is at the very beginning and at the top of the news. In writing the core, it is better to use a subject that is added with 5W + 1H elements and written briefly, clearly and concisely.
3. Contents (body)
The inverted pyramid method is excellent for creating the content of a Press Release. The inverted pyramid method places very important information at the top or beginning of the news.
After that, gradually general information is written below it, then less significant information is written below it. Important information that is placed at the top or beginning aims to attract the hearts of readers.
Basically, when making a Press Release you don’t just pay attention to the structure, but you need to pay attention to several things, such as when the Press Release will be broadcast, the date the Press Release is made, provide the company or institution contact at the end of the Press Release, use the 5W+1H elements, and avoid special terms.
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Kinds of Press Releases
Press Release is one way that companies or institutions use to introduce themselves so that they are better known by the wider community. Press Release itself is divided into three types, namely Basic Publicity Release, Product Release, and Financial Release .
1. Basic Publicity Release
Basic Publicity Release is a Press Release that only provides information that exists within a company or institution. In addition, the information provided has news value that can be accepted by the mass media, whether it is the value for the local media or the value for the national media.
Product Release is a Press Release that only focuses on soft selling or promotion of a new product, new company, and the like. However, usually a Product Release is usually used to promote a new product from a company. In general, this type of Press Release is published in media related to the economy and business.
3. Financial Release
Financial Release is a Press Release made with the aim of providing information about the company’s financial condition to the general public. However, Press Release Financial Release is rarely done by companies. If there is a company that makes a Financial Release , then it is likely that the wider community will believe in the company.
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Press Release Examples
1. New Product Press Release
Title:
Golden King Launches New Variant Chocolate . From the title alone, the reader can already imagine what information will be conveyed by PT Golden King Chocolate. The easy-to-understand title makes the reader interested in knowing what product PT Golden King Chocolate will launch in Sabuga, Bandung.
Terrace:
The opening sentence in the Press Release above immediately explains the important information that you want to convey, “PT Golden King Chocolate launched a new variant of chocolate product on Monday (18/3).
Contents:
The contents of the Press Release written by PT Golden King Chocolate have implemented an inverted pyramid where important information has been placed at the very top or the first paragraph. After other general information is placed at the bottom. What’s more, this Press Release provides a contact that can be contacted so in case there are consumers who want to buy the new product.
2. Press Release Hotel
Title:
The title of the Press Release above explains about the Grand Istana Rama Hotel which has passed the Ministry of Tourism and Creative Economy certification. However, this title is still incomplete because it does not explain the purpose of certification.
Terrace:
Even though the title is incomplete, on the terrace, the Grand Istana Rama Hotel immediately provides very important information. The information is that the Grand Istana Rama Hotel strictly complies with the Covid-19 health protocol. With this press release, tourists don’t need to worry if they want to stay at the Grand Istana Rama Hotel.
Contents:
The contents of the example Press Release above explain that the Grand Istana Rama Hotel strongly supports the prevention of Covid-19 so that it follows the health protocol implemented by the government. From the example of the Press Release above, the Grand Istana Rama Hotel confirms that tourists can stay at the hotel safely and comfortably.
3. Press Release Activities
Title:
From the title alone, the reader can already imagine the contents of the example Press Release activity in the form of a competition organized by KFC and attended by 10 universities. The competition in question is to create a solution to the waste problem.
Terrace:
The opening sentence in the Press Release example above does not immediately provide important information, but explains the background of the event. General information that is placed at the beginning of the Press Release can make the reader less interested in reading the sample Press Release.
Contents:
The contents of the example Press Release above put important information at the bottom so readers must read it through first. The essence of the Press Release example above is to announce the winner of the competition organized by KFC.
4. Press Release News
Title:
The example of the Press Release news above uses active sentences so that the reader is easy to understand and is interested in reading the example of the Press Release to the end. From the title of the example Press Release, the reader will know that the information you want to provide is in the form of PTPP experiencing an increase in net profit of 38%.
Terrace:
The opening sentence in the Press Release example above immediately explains the point according to the title. After that, the following sentences provide information about the causes of the increase in PTPP profits.
Contents:
Even though at the beginning of the sentence you already know that PTPP has experienced an increase in profits, overall the contents of the example Press Release above are too many to make the reader confused.
5. Press Release Event
Title:
Readers already get an idea when reading the title in the example Press Release above. The Press Release above provides a press release in the form of an Erros Chrisye Yockie tribute concert.
Terrace:
From the opening sentence in the Press Release example regarding the event, important information was immediately given in the form of the place and date of the Erros Chrisye Yockie tribute concert. In addition, a sample Press Release event was published on January 30, 2019 indicating that the Erros Chrisye Yockie tribute concert will be held in two days.
Contents:
The contents of this Press Release are very complete and immediately explain important information from each paragraph. Not only is the time and place explained in the example Press Release, but the singers who participated in the concert were also notified.
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6. Press Release Seminar
Title:
The title of the example Press Release seminar above has the title “Indonesia 2040: Trapped or Apart?” From the title alone, people who see and read immediately understand what discussion will be discussed at the seminar later.
Terrace:
Even though in the example of the Press Release above there is no opening sentence, the reader immediately knows that the resource person will be attending the seminar
Contents:
The contents of the Seminar Press Release sample are in the form of an image and a title, both of which are able to explain the essence of the Press Release example.
7. Company Press Releases
Title:
The use of the title in the example of the company’s Press Release above already uses active sentences. Therefore, readers will know what information is contained in the Press Release and are interested in reading the examples of the Press Release to completion.
Terrace:
The example of the Press Release above uses an opening sentence that is easy to understand and immediately explains the important information you want to convey. The important information contained that PT Syariah National Pension Savings Bank (BTPN Syariah) was preparing to release its shares to the public.
Contents:
The example of the Press Release above contains the release of BTPN Syariah shares to the public followed by the amount of shares to be released as much as 10%. At the end of the paragraph it is explained that BTPN Syariah has always experienced impressive improvements.
8. Press Release Notice
Title:
The example of the Press Release notification above, if seen from the title, it will look like it only explains the press release carried out by the Meteorology, Climatology and Geophysics Agency (BMKG). For some readers will feel confused about the purpose of the title.
Terrace:
The opening sentence in the Press Release example above indicates that the BMKG is giving a statement regarding the earthquake that will occur in Banten at 22.30-22.59. Only in the following sentences did the BMKG explain that the information about an impending earthquake in Banten was a lie.
Contents:
The example Press Release notification above contains a statement made by the BMKG regarding information that an earthquake will occur in Banten. The contents of this example Press Release use an inverted pyramid element so that it is easy to understand and understand.
Conclusion
For many companies, it is no stranger to using a press release when they want to introduce a company or product from a company. Every Press Release that is made must be in accordance with the purpose or purpose to be conveyed to the public. In essence, companies or institutions still really need a Press Release.