In the world of luxury interior design, where aesthetics, exclusivity, and reputation are paramount, effective communication is key to maintaining a prestigious brand image. The press release is one of the most powerful tools at the disposal of luxury interior design studios.
By: Dellvin Roshon Williams, Founder at DRW®
ress releases and media pitches are essential components of public relations practice. The two go hand-in-hand. The role of a press release is to help journalists, bloggers, and influencers understand what is particularly noteworthy about your announcement.
Media pitches direct editors and publishers to your press release to further highlight why your announcement interests their readership and, thus, deserves coverage.
Press releases tell you WHAT. Media pitches tell you WHY.
If your goal is to develop an effective communication strategy, mastering the fundamentals of media placements will give you a set of tactics to use as you develop your long-term strategy.
I don’t think I should present a definitive guide to press release writing in this post. Instead, we provide insights about the press release and its role in helping you directly reach buyers and drive business.
As an agency owner, I also understand that in the new media age, the “client-to-PR-person-to-all-journalists” approach, while still relevant, must make equal space for online newsrooms and consumer-centric brand journalism content. More on that later.
But first, . . .
What Is a Press Release?
A press release is news on a subject in which your company:
- Announces winning an award
- Reaches a fundraising milestone
- Enters into new partnerships
- Hires a new executive (CEO, COO, CFO, etc..)
- Unveils new products and/ or services
- Announces a major merger or acquisition
- Announces a press conference or upcoming event
- Share information about industry-leading research
- Announces/responds to information about political candidates
- Releases information that addresses a crisis in brand communication
Releases help your brand gain the awareness needed to build a positive online reputation with prospects and clients. That is why writing an effective press release helps you stand out.
“A press release provides an opportunity for you to share your take on why a product is special, respond to claims made by others, explain why your organization is important, etc., rather than only allowing others to define you.” – Mickie Kennedy
But press releases in and of themselves are not enough to get the kind of media attention that you are looking for; all sorts of publishers are under immense pressure to meet editorial deadlines so they can get content out to their audiences, and – if done right – your release should grab their attention…
Now, let’s look at the history and types of press releases.
History of the Press Release
The modern press release was created by a man named Ivy Lee.
On 28th October 1906, more than 50 passengers were killed in a tragic Pennsylvania Railroad train accident in Atlantic City, New Jersey. The Pennsylvania Railroad Company owned that train – one of Lee’s clients.
Perhaps foreseeing future crises in corporate behavior, Lee saw the railroad tragedy as an opportunity to “tell the truth because sooner or later the public will find out anyway.”
The Public Relations agency Parker and Lee was founded just two years prior. Lee – the agency’s eponymous co-founder – understood early on that – to borrow a phrase from … – “putting lipstick on a pig” was not the best way to handle the situation.
As PR legend would have it, Lee convinced the Pennsylvania Railroad company to issue a statement explaining how and why the tragedy occurred. He submitted the statement to the New York Times, and the NYT printed it word for word from the Pennsylvania Railroad Company’s perspective.
Furthermore, Lee is said to have convinced the company to provide specially designated trains to transport reporters to and from the accident site.
Thus, the modern press release – known as a news or media release – was born.
For over 100 years, PR pros have been using releases as a core component of their media strategy, evolving along the way.
Types of Press Releases
Press releases are necessary because they are sources of high-value content for journalists. Not all releases, however, are created equal. The types of press releases you use change according to their function in your overall communications planning. They include:
Standard Releases
Standard releases include the basics: headline, dateline, opening paragraph, body paragraphs, boilerplate, and contact information. Depending on your industry, they are accompanied by high-resolution images and/or videos.
Media Advisories
Media advisories are issued to generate buzz around events like press conferences. The focus here is not so much on sharing specific information as garnering media interest in the event, with details to follow.
Embargoed Releases
Embargoed releases contain specific information released to the media before a press conference. Examples include the text of political speeches, data, or statistics. This information is not to be used until after a specific time is given, typically outlined at the beginning of a release.
Phew! Now that we’ve gotten that out of the way, let’s make you a PR superstar. Here are three keys for unlocking press release mastery.
Answering the 5 Ws of a Press Release
Your press release is to provide information that is both of interest and useful to the journalist and gives a brief but compelling summary of the thing you want covered. Ask yourself the following:
. . . Do you have a story to tell?
. . . Do you happen to know if your story is newsworthy?
. . . Do you know if your organization can become a consistent source of relevant information in your industry?
. . . Have you shared information that is easy for journos, bloggers, and influencers to understand?
. . . Have you summarized the information in a way that is as concise as possible?
If you’re having difficulty answering these questions, you might want to use what we in the media business call the 5 Ws. The 5 Ws are:
- What. Cut to the chase. Ensure the headline and opening paragraph include what’s important about your information.
- Who. Who is your news source, and who will be affected by your release?
- Where. Where is your event being held or your announcement taking place?
- When. Include dates, times, periods, and time zones in your release.
- Why. Done right, the what, who, when, and where of your release will point you to the why. It is important that each paragraph builds upon the previous paragraphs, ensures they align with the headline and opening paragraph, and fully supports your why.
The Structure of a Press Release
A press release is a written communication that reports specific but brief information about an event, circumstance, or other happening. It’s typically tied to a business or organization and provided to media through various means. The components of a well-crafted press release include:
Headline: The headline is the most crucial part of the press release. It should be attention-grabbing and summarize the main point of the release in a few words.
Dateline: This includes the release date and the originating city. It provides context about when and where the news is happening.
Introduction: The opening paragraph should include the most important information—who, what, when, where, why, and how. This paragraph is often called the lead and should immediately capture the reader’s attention.
Body: The body expands on the introduction, providing more detailed information. This section should include:
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- Supporting Information: Facts, statistics, or background details that support the news.
- Quotes: Statements from key stakeholders, such as company executives, industry experts, or involved parties, to provide perspective and human interest.
- Additional Details: Any other relevant information that helps to round out the story, such as context, implications, and supporting evidence
Boilerplate: A standard paragraph at the end of the release that provides background information about the company or organization. It usually includes a brief history, mission statement, and key achievements.
Contact Information: Details for your media contact person, including name, phone number, email address, and sometimes a physical address. This allows reporters to follow up for more information or interviews.
Call to Action: Although not always necessary, a call to action can guide the journalist on what to do next, such as visiting a website, registering for an event, or contacting for more details.
End Notation: A symbol or series of symbols (such as “###” or “-30”) is traditionally used to indicate the end of the press release.
5 Benefits of an Effective Press Release
While often overlooked in favor of more modern digital marketing strategies, press releases remain crucial to a well-rounded communication strategy. Here are several reasons why press releases are indispensable for luxury interior design studios.
Establishes and maintains your brand reputation
For luxury interior design studios, brand reputation is everything. A well-crafted press release can enhance the studio’s image by highlighting significant achievements, high-profile projects, or new design innovations.
By disseminating this information through trusted media channels, studios can ensure their message reaches a wide audience, reinforcing their status as industry leaders.
The formal tone and structure of press releases also lend an air of professionalism and credibility, essential for maintaining the high standards expected in the luxury market.
Builds relationships with the media
Press releases serve as a bridge between luxury interior design studios and the media. Establishing strong relationships with journalists, bloggers, and influencers can increase media coverage and valuable exposure.
Regularly providing the media with high-quality, newsworthy content helps studios become a go-to source for industry news and insights. This can result in more frequent features in prestigious publications, enhancing the studio’s visibility and prestige.
Showcases exclusive projects and events
Luxury interior design is often synonymous with exclusivity. Press releases provide an excellent platform for showcasing exclusive projects, events, and collaborations. Whether it’s unveiling a new collection, announcing a partnership with a renowned designer, or sharing behind-the-scenes insights from a high-profile project, press releases allow studios to control the narrative and highlight the unique aspects of their work. This attracts potential clients and garners the attention of industry peers and enthusiasts.
Enhances your SEO and online presence
In today’s media landscape, a strong online presence is essential for any business, including luxury interior design studios. When distributed through online platforms, press releases contribute to search engine optimization (SEO).
By incorporating relevant keywords and backlinks, press releases can improve a studio’s search engine rankings, making it easier for potential clients to find them. Additionally, online press releases are often shared across social media platforms, increasing visibility and engagement.
Establishes and supports your thought leadership
Luxury interior design studios can use press releases to establish themselves as thought leaders in the industry. By sharing insights, trends, and expert opinions on design topics, studios can position themselves as authorities in the field.
This not only builds credibility but also attracts clients who are seeking the expertise and visionary approach that luxury studios offer. Thought leadership pieces can also open doors to speaking engagements, panel discussions, and other opportunities to showcase the studio’s knowledge and influence.
Conclusion
In the competitive world of luxury interior design, where image and reputation are paramount, press releases play a vital role in communication strategy. They help establish and maintain brand reputation, build media relationships, showcase exclusive projects, enhance online presence, establish thought leadership, and manage crises.
By leveraging the power of press releases, luxury interior design studios can ensure they remain at the forefront of the industry, attract discerning clients, and maintain their esteemed status.