Qualities of a Good Press Release

There’s a popular misconception that press releases no longer hold the value they once had for marketing and PR purposes. Although delivery and distribution channels have adapted to the Internet age, press releases have remained fundamentally unchanged. More importantly, they continue to offer opportunities for businesses to generate buzz about their products and brands.

At Walker Sands, we believe in the integration of tried and true PR techniques with the most current business technologies. We consistently use online marketing and PR channels to give our clients an edge, but at the same time we understand that the qualities of a good press release remain the same regardless of the distribution channel.

  • Storylines. Great press releases start with great stories. Unlike ads or other marketing pieces, PR placements are required to capture and retain the interest[1] of readers who want to receive information in a narrative context. So it makes sense that media professionals are looking for press releases with compelling storylines and captivating content.
  • Information vs. promotion. The number one rule of an effective press release is to avoid blatant promotional language and content. Neither media reps nor their readers are predisposed to a sales pitch. Instead, they want material that is informative and insightful without a hard sell.
  • Exposure. The creation of a first-rate press release is only half the battle. To achieve outcomes, you’ll also need a first-rate distribution plan. Even though mailing or faxing press releases to targeted media outlets still happens, email and social media tactics are making gains. There are also many free and paid online distribution outlets for press releases. At Walker Sands, our PR team’s connections and familiarity with distribution models ensure that our clients’ press releases reach the right outlets and the right people.
  • Professional finish. A press release isn’t a memo or an internal e-mail. It’s a PR and marketing piece that deserves the same investment of time and energy as any other marketing piece you put out there. Proofreading should be a given, but it may also help to circulate a draft for additional input before it is posted on the company website or released to journalists and reporters.

A great press release is the first hurdle on your PR journey. Contact Walker Sands[2] today for more information about how we can help your next press release capture the attention of the targeted, high value media outlets.


  1. ^ capture and retain the interest (www.walkersands.com)
  2. ^ Contact Walker Sands (www.walkersands.com)

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