6 Different Types of Press Releases

A press release is considered both as a PR writing tool and publicity tool. A press release can fall under one of six types, however, and each type of press release have its own rules and format, and have subtle differences in how a message should be conveyed to media people.

The six types of press release are: general news release, launch press release, product press release, executive or staff announcement news release, expert positioning press release and event release. Each of these are described below:

1. General News Release
A general press release is the most common type of press release and the type of press release that come to the most people's mind. This type of press release simply included news that must be disseminated to the media people. The goal of this type of press release is to generate interest, coverage and exposure for the company that distributed the press release. For instance, if your company holds a contest, bags an award or has some news about the company, person, organization or its site, you would create and distribute a general news release.

2. Launch Press Release
A launch press release is similar to a general news release in terms of format, but it's intent is much more specific. A launch press releases is more urgent or timely, and its main purpose is to create a buzz regarding a launch -- whether it's about launching a company, organization, website or some sort of initiative.

3. Product Press Release
A product press release oftentimes come in a format that is different from a general news release. This is because a product press release typically include product specs. A product press release can be used in conjunction with a launch release if the focus of the latter is, obviously, launching a product. A product press release is the type of press release you would create and distribute if you are launching a new product, if your company's product wins an award, reaches a milestone, have to be recalled, or if a new or upgraded version is released. A product press release is more effective when it includes a photo or several photos of the product.

4. Executive or Staff Announcement News Release
An executive or staff announcement news release is what you send out if there are staff changes in the company, particularly if these changes involve high management levels. This type of press release is different from a general news release in the sense that it can contain biographical information to support the information. An executive or staff announcement news release also often include photo or photos of new staff or executives.

5. Expert Positioning Press Release
An expert positioning press release is less urgent compared to a general news release. This type of press release can focus on a company report and include statistics or results. It can also include news from another organization and other supporting information. You would create and distribute an expert positioning press release if you want to show an individual's expertise in a subject area with the goal of building him or her up as the person media people would go to in the future.

6. Event Press Release
An event press release has a different format than a general news release primarily because it needs to clearly lay out to members of the media the 5Ws -- who, what, when, where and why. An event press release typically looks like a list or outline instead of have paragraphs. An event press release is different from a media advisory in such a way that you would distribute an event press release with the hope that the media will make your event known to the public. A media advisory, on the other hand, is aimed towards getting the media people to attend an event. 

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