Still No Media Coverage? This Press Release Guide is Helping Businesses Get Seen

[Share past milestones, events, stats, research, and additional context a journalist might want. Use multiple paragraphs and bullet points if you need to.]

[Incorporate some quotes from the main subjects/experts involved in your story.]

[Emphasize once more what makes this story newsworthy.]

[End with more information about your company, how to learn more, and get in touch for more information.]

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A press release example from Bulletproof

Below is a press release example from Bulletproof[9] announcing a new product line.

As you read it, note its use of attention-grabbing statistics, action words, and clear benefits. The use of bulleted information makes the release easy to scan and read. The boilerplate also includes more resources for reporters as well as social media information. It ends with the name, phone number, and email of the company’s media contact.

Bulletproof Releases Cold Brew Line of Ready-To-Drink Bulletproof Coffee

After selling more than 100 million cups of its signature brew, convenient, pre-made version now available at Whole Foods stores nationwide

SEATTLE, Sept. 6, 2017 — Bulletproof 360, Inc., creators of Bulletproof ® coffee and other high-performance food and nutrition products, announced today the largest product launch in company history with the release of Bulletproof Coffee Cold Brew. The new grab-and-go version of the signature coffee is available in four flavors and made with Bulletproof coffee beans, Brain Octane® oil and grass-fed butter, delivering a convenient and delicious coffee drink with the same benefits Bulletproof fans have come to love, including sustained energy and mental focus, all without sugar or chemicals.

To date, more than 100 million cups of the brand’s original recipe for Bulletproof Coffee have been consumed by people all over the country. The new on-the-go version provides sustainable energy from high-quality fats rather than sugar, allowing people to boost their performance anywhere—from the gym, to carpool duty or in the boardroom. Bulletproof Coffee Cold Brew is the newest innovation from the company that will allow people to conveniently take steps toward achieving their goals and unleashing their full potential.

After years of research, development, and testing, Bulletproof Coffee Cold Brew is currently rolling out at Whole Foods locations nationwide this month and can also be ordered online at bulletproof.com.

Bulletproof Coffee Cold Brew Details:

  • Key ingredients include cold brew coffee made with Bulletproof beans, Brain Octane oil (a powerful energy source extracted from the most potent part of the coconut), and grass-fed butter
  • Made with Bulletproof clean coffee beans that are certified to be free of 27 toxins
  • Available in four flavors – Original, Vanilla, Mocha, Original + Collagen Protein (13g of protein)
  • Sugar-free and no refrigeration required

Nutrition facts:

  • Original: 140 calories, 0 g sugar
  • Vanilla: 190 calories, 0 g sugar
  • Mocha: 220 calories, 0 g sugar
  • Original + Collagen Protein: 230 calories, 0 g sugar, 13 g protein

“It is with great happiness and genuine excitement that we announce the release of Bulletproof Coffee Cold Brew,” said Dave Asprey, CEO and founder of Bulletproof. “When you don’t have time to spare but want to take a step towards a sharper, stronger self, this new ready-to-drink cold brew version offers the same results as Bulletproof coffee in a pre-made, ready to enjoy beverage.”

This announcement comes on the heels of $19 million in Series B funding led by CAVU Venture Partners and Trinity Ventures that closed in May 2017.

About Bulletproof 360, Inc.

Founded by biohacker, bestselling author, and Bulletproof coffee creator Dave Asprey, Bulletproof 360 is dedicated to providing the world with groundbreaking, science-based information, techniques, tools and products to help people perform better, increase focus, enhance energy, and live longer. Resources include #1 ranked podcast Bulletproof Radio, the New York Times bestselling books THE BULLETPROOF DIET and HEAD STRONG, documentary feature film MOLDY, The Bulletproof Executive blog, and more. Twitter: @bpnutrition Instagram:@bulletproofcoffee https://www.bulletproof.com/[10]

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Tips for press release distribution

Once you’ve written a press release, it’s time to send it out. You have a few options for distribution.

First, you can make a list of the media outlets whose readers and viewers would be most interested in your news and send your release directly to them via email. You can find their email addresses with a quick internet search: [reporter name] + [news outlet] + email address.

If that doesn’t produce results, use a tool like Hunter[11] that will provide an email formula for an outlet. Or simply connect with them on Twitter or LinkedIn.

You can also distribute your news release using an distribution service, such as:

These companies send your release to journalists based on their specific interests and also publish it on their website. Each service offers a variety of options, and costs can vary greatly, ranging from $69 to a few thousand dollars.

Another option is to hire a public relations professional[12] who can write and distribute a press release for you. These professionals often have existing relationships with the press and may be able to get you media coverage more easily.

If your news is time sensitive, such as an event or announcement, send it to reporters a few days beforehand so they have time to craft their story. If you want news outlets to hold off on publishing, release it under embargo, which is a request that reporters not publish information until a specific date. If you really need something kept secret, make sure to only offer embargoed news to outlets you trust.

Generate buzz with a press release

While a press release doesn’t guarantee free press release coverage[13], it can be an effective marketing tool. By sending out releases with a regular cadence, you start to build up brand recognition with members of the media, influencers, and bloggers.

You never know when an outlet might be looking for a source in your industry, remember your company, and reach out for an interview. By sharing newsworthy information, you become a thought leader in your field.

Successful publicity depends on sustained effort[14]. If you do get coverage, keep the buzz going by sharing those stories on social media. Mention previous coverage in the boilerplate of your next press release. Press often follows press, and once you get your first mention, you might find it easier to get a second, third, and so on.


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Press release FAQ

How do you write a press release?

  1. Find a newsworthy angle
  2. Write an attention-grabbing headline
  3. Write your opening sentence (aka, lede)
  4. Craft two to five strong body paragraphs with supporting details
  5. Add quotes
  6. Include contact information
  7. Write boilerplate copy

What’s in a press release?

A press release is a short, captivating news story written by a company and sent to targeted members of the media. Press releases are written in third person, citing quotes and sources, and containing standard press release information.

What are the 7 parts of a press release?

  1. Headline
  2. Summary
  3. Date and location
  4. Body paragraph
  5. Company description 
  6. Boilerplate
  7. End or close

What makes a good press release? 

  1. Compelling storylines
  2. Information over promotion
  3. A professional, polished finish
  4. Exposure using paid or free press release distribution and outreach tools[15]

References

  1. ^ The New York Times (www.nytimes.com)
  2. ^ Beardbrand (www.beardbrand.com)
  3. ^ celebrity (www.shopify.ca)
  4. ^ Rebranding (www.shopify.ca)
  5. ^ press page of your website (www.shopify.ca)
  6. ^ free online grammar checker (writer.com)
  7. ^ Michelle Garrett (michellegarrett.com)
  8. ^ press release kit (www.shopify.ca)
  9. ^ Bulletproof (www.bulletproof.com)
  10. ^ https://www.bulletproof.com/ (www.bulletproof.com)
  11. ^ Hunter (hunter.io)
  12. ^ hire a public relations professional (www.shopify.ca)
  13. ^ free press release coverage (www.shopify.ca)
  14. ^ Successful publicity depends on sustained effort (www.shopify.ca)
  15. ^ outreach tools (www.shopify.ca)

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