Press releases, whether it is Paid PR or Free PR, hold a paramount position in helping new brands and entrepreneurs to gain visibility among target audiences.

No matter how great the products and services of a company might be, it will amount to nothing if consumers are not informed about them. Over the years, among several tried and tested methods to do so, Press Releases have turned out to be the most effective tool to achieve this end, especially for new brands that have not yet been able to build a personal rapport with journalists and media houses. Press Releases are one of the best means to ensure that a piece of news about a company gets a fair shot of being picked up and that it reaches the target audience.

Though when pitted against one another, the higher vote goes to paid press releases when it comes to yielding effective results, the option of free press releases cannot be entirely obliterated. A free PR can prove to be the best option for a variety of scenarios, two of the most explicit ones being:

• New Businesses

For new businesses with a limited budget, it is not often wise to invest a large chunk of money in promotional activities, and at times a paid press release can easily put a dent in the wallet. In such scenarios, opting for a free press release can turn out to be a positive turning point as a well-written press release submitted to a trusted distribution site can also be picked by journalists and news and media outlets and thereby gain visibility among the general public.

• Minor News and Announcements

Some company news and announcements do not require a massive spotlight and yet it helps bring in more traffic and engagement when it is put out there on the internet. Such minor news can be submitted as a free press release, thereby cutting down on unnecessary expenses.

Even then, a press release, whether paid or free, will only be considered when it follows a proper format and conforms to the standards and regulations of the industry. Often new businesses and entrepreneurs rely on the help of experts to craft a PR in keeping with these requirements. When writing a press release, it is important to bear the following in mind:

• Correct Format

A proper press release must contain the following: a catchy headline with the initials of the words in capital letters, a sub-headline (though it is optional), a distinct dateline, a content body, a boilerplate, a call to action with proper contact details, and an end notation.

• Conciseness

The aim of a press release is to inform and therefore crisp and concise statements with a sharp and clear emphasis on the main points should be used to enhance readability. Flowery jargon should be avoided and the emphasis should be on ensuring that the target audience finds the content of the PR relatable and useful.

• Error-free Execution

A soggily crafted PR, full of spelling and grammatical errors can create a terrible impression of the brand. Editing and proofreading multiple times before submission can ensure a pristine and error-free Press Release.

When looking for an efficient way of crisis management, promoting products and services, building lasting public relations, attracting new investors, and expanding media coverage, press releases have time and again proven to be the game-changer for innumerable brands.