Press Releases: When Do I Need to Create One?

Press releases are one of the most valuable tools in a business’s communication strategy. Despite living in an era that’s dominated by micro-content, real-time digital updates and social media, technology has evolved, and it continues to. Its usefulness is not limited to real-time, well-crafted press releases; however, it really is an effective tool for establishing credibility, influencing narratives and managing communication at scale. In this article, we’ll be telling you what a press release is, alongside some advice regarding when one needs to be written. Let’s get started.

What is a press release?

A press release is an official written communication that’s issued by an organisation that announces something newsworthy to the public and to the media. Its purpose is to increase awareness, shape a story and deliver factual information in a way that’s structured for journalistic use. To write a press release, you must first understand its typical features, which include:

• A compelling headline
• A precise, factual overview of the announcement 
• Quotes from key stakeholders
• Relevant background information or data
• Media contact details

If you want some more pointers on how to write a press release, then take a look at one of our other blog posts: A Copywriter’s Guide to Writing a Press Release.

When do you need to write a press release?

It can be tricky for organisations to know exactly when a press release is needed. The answer will depend on the nature, the impact and the strategic importance of the news itself. Ask yourself if it’s really that newsworthy or whether it would be better used as a blog post or an editorial in a magazine, for example. But how can you be sure about whether or not it’s appropriate to write and publish a press release? Let’s take a closer look:

Major company announcements

Whenever your organisation experiences a significant milestone that affects your identity, structure or strategic direction, a press release is the most appropriate option. These types of announcements define the organisation’s future and require clear, authoritative communication. Some of these examples include:

• Company formation, mergers or acquisitions
• Rebranding (such as a new name, logo or mission)
• Executive leadership changes
• Major organisational restructuring 
• Moving headquarters 
• Opening multiple new locations

Product launches or service releases

If you’re releasing something new that the market should know about, a press release helps establish awareness and credibility. A strong product-launch press release provides journalists the context they need, such as why the product matters, who it’s for and how it fits into current market trends, among other things. A press release will help most for the following things:

• Introductions of flagship products
• Significant feature upgrades or platform expansions
• Launches in new markets
• Releases that give you the competitive edge

Significant partnerships or collaborations

Partnerships often broaden reach, accelerate growth and enhance credibility. While this doesn’t always happen simultaneously, you might well experience at least one of the aforementioned things as a result of partnerships and publicising them. This is because they tend to interest journalists as they indicate market momentum. These types of announcements reinforce your organisation’s legitimacy and position in the marketplace. Some ideal scenarios include:

• Collaboration with a well-known brand or institution
• Integration with a major platform
• Joint ventures
• Research partnerships
• Cross-industry initiatives

Major company milestones & achievements

Media outlets often want to highlight a company’s success stories, especially if they’re backed by data. Milestones, for example, are a great starting point here. They provide soft news that still enhances brand prestige. Some examples of this include: hitting revenue, user or growth milestones, receiving major industry recognition or awards, anniversary celebrations and even important corporate wins. 

Event announcements & recaps

Events often draw media attention, especially when they involve public participation, industry relevance or notable speakers. When it comes to event-based press releases, they’re effective for maximising visibility and ensuring attendance. In this case, press releases would be used for: announcing conferences, expos or webinars, sharing speaker lineups or registration details and also providing post-event highlights or outcomes. This is just another reason to write a press release for your company. 

Community, social impact & CSR initiatives

Positive community involvement often gains media interest, all while reinforcing brand values. CSR-focused press releases build goodwill and enhance corporate reputation. Some examples of this include: launching a non-profit or philanthropic programmes, donating to charitable causes, sponsoring community events and publishing sustainability reports.

Legal or regulatory updates

If your organisation is involved in legal actions or compliance issues that could affect public perception, a press release may be necessary. This is because legal matters are sensitive. In this case, press releases must be crafted with exceptional caution and accuracy. Some scenarios include: responding to a lawsuit (carefully and factually), announcing regulatory compliance achievements and addressing government investigations. 

Funding announcements

For startups and rapidly growing companies, funding news is among the most effective ways to generate high-value media coverage. A press release, in this case, not only informs the media but also signals strength to future investors, partners and customers. Some of those relevant events can include: seed, Series A, B, C, etc. rounds, grants, investments, major capital injections and even notable investors joining the board.

Crisis communication or issue management

When something goes wrong, a press release will help to control the narrative and disseminate accurate information. A clear, transparent press release minimises misinformation and preserves trust. In this instance, you should be using a press release if a safety issue affects customers, there’s a data breach or cybersecurity incident, company policies or operations are under scrutiny, or there’s a rumour that must be corrected publicly. 

Kumo is a full-service digital marketing agency driven by a dedicated and highly skilled team. From our base in Nottingham, we partner with clients across the UK, helping organisations in a wide range of industries achieve meaningful, measurable growth. Our capabilities span SEO, PPC, content marketing, web design and more. Get in touch with our friendly team to discover how we can elevate your business – we’re always happy to assist.