¿Qué es un Comunicado de Prensa y Para Qué Sirve?

What is a Press Release and What is it for?

From the first signs of communications processes to the present day, many things have changed and evolved; the emergence of social networks has favored a greater development of communications, as well as its expansion.

Social network platforms have been collaborators of the great moments of pop culture, and even many processes of political revolutions have been enhanced by the meeting of people through social networks.


Companies, today, continue to try to find the best ways to communicate with the public, discovering that press releases can be a good tool to consolidate their purposes and objectives.

What is a press release?


A press release is the instrument that allows announcing the presence of a new product or service, due to the ease it offers for its distribution in the main search engines, as well as the platforms of all the social networks.


In addition, a press release can be easily sent to journalists and the media in general; due to these characteristics, companies can send many press releases when needed.


They are used as an instrument for direct communication; through them, companies can easily communicate messages to their specific audience as well as to the general public.


An important detail to take into account is that although press releases are very effective, their duration is very short, so they need to be attended frequently.

Elements of a Press Release

Headline

The headline of a press release is the first indication of what the reader will find when reading it; it must be elaborated with words and phrases that capture the reader’s attention.

All words should be capitalized, except those with three letters or less, and should be no longer than 125 characters.

First paragraph

A good press release should include the 5 W’s; information indicating Who, How, Where and When should be clearly contained in every press release.

Experts recommend that a good press release should include a brief overview of the company and its products or services, links to social media platforms and the necessary contact information for journalists.

A press release is a brief news item that has been written by a public relations professional to send to specific members of the media.

It should contain all the required information from which a journalist can write and produce their story.

Tips on how to make a good press release

Newsworthy

You should write about new and interesting topics that arouse curiosity about the announcements made.

Concise

Your content should be concise and precise, only one page.

Personal

Messages should be communicated in a dynamic, simple, interesting and easy to interpret way.

E-mail

If you use an email to send a press release, it should be placed on the home page, never as an attachment.

Be objective

You should always use simple language, with no complicated phrases or words that are difficult for the public to understand.

No sales intentions

A press release should not be intended to sell anything, it is about providing information.

Optimize

A press release must be optimized to the maximum, because in this way it can generate high traffic to your web page, besides favoring the increase in the page rank.

To achieve an excellent optimization, keywords should be used to facilitate the search.

Contact details

Placing the contact details is important when writing a press release; the data included should be, full name, phone number, email and mobile address.

Proof

It is important to proofread press releases to check that they are correct and that there are no errors of any kind; a release full of errors can damage everything else.

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What Should a Public Relations Agency Offer?

When a company or organization is owned and managed, there is a great deal of work to be done in all aspects, as no detail should be overlooked.

For this, companies must work hard and have many people to perform all the required tasks, which favor the prestige and positioning of the company or organization.

Due to the great effort that must be made, many companies decide to hire public relations agencies, which are in charge of managing everything related to media coverage and relations with the general public.

In addition, they take care of content generation for social networks, creation and maintenance of blogs, e-mail campaigns and any other activity to properly publicize the company.

Public relations companies are responsible for the management and promotion of a company or client, doing the necessary work to communicate with the press, with the public, manage the reputation and name of the brand, highlighting its potential, in addition to generating awareness of it.

Planning and designing events

Many public relations management agencies offer and provide the service for the creation and development of events such as presentation parties and launching of new products or services.

The process starts with brainstorming for event planning, selection and organization of suitable and convenient spaces for the party, design and creation of advertising and promotional materials.

As well as invitations to the press, promotion of the event, the summary of everything from the location of the event to the media and the public and the follow-up of the whole activity.

This kind of activities are beneficial for both marketing and public relations campaigns of a company.

Management of media relations

The media are an indispensable ally in the public relations of companies, since they favor the increase of the company’s reputation, in addition to facilitating the company’s reach to a greater number of people.

Those in charge of public relations are in charge of establishing links between their clients and the appropriate media or journalists, according to the company’s interests, through mutually beneficial relationships.

Strategies for engaging with the media include pitching stories to influencers to gain media coverage.

This same type of strategy works for outreach, as the PR agency can communicate and send pitches for collaborations to influencers or relevant companies in the industry.

Reputational crisis management

Crisis management is another service that a public relations agency should offer to its clients, mainly due to the fact that crisis situations are practically inevitable nowadays.

The public relations agency can elaborate a contingency plan for crisis situations, where all the actions to be taken by the company in case of crisis scenarios are specified.

In this way, there will be a preparation and an established plan to deal with any crisis situation, preventing it from becoming bigger or prolonged.

Thus, companies can more easily overcome the crisis and have potential solutions at hand, to cause the least harmful and negative effect.

Managing and designing reputation strategies

Managing and designing reputation strategies is vital for any company and advertising agencies can certainly do it.

This service includes a number of strategies such as email campaigns, content creation, social media management, interaction with consumer audiences and timely responses to their reviews.

With the help of these and other strategies, the advertising agency will collaborate with its client to manage and maintain a positive reputation among the target audience as well as the general public.

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