How to Create and Submit a Press Release

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The press release has been a mainstay of public relations since its inception decades ago and is a useful marketing tool for a financial advisor. A well-written and broadly distributed release positions you as a thought leader in your industry, creates goodwill and helps your firm succeed and grow.

A press release communicates something newsworthy to members of the media. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks.

A press or news release is not to be confused with an article submission. Although these two things are similar, there are clear guidelines and purposes for each. Either way, getting valuable information out to the public and clients, prospects, and centers of influences is an effective marketing strategy in building your financial firms branding and brand awareness.

So, why write a press release? The main purpose of a press release is to get newsworthy information to the public. It has to be something that has significance to a reporter and their readers, viewers, or listeners. It has to be something that someone outside of your firm will care about.

Follow my tips below for a clear, concise, and newsworthy press release:


1. Logo

Your company logo should appear centered at the top of the page. If you are sending the information via email, you should include a high-resolution image of your logo, allowing the recipient to use the image if needed.

2. Contact Information

A reporter is interested in getting more information — but how will they know where to go? Include the necessary contact details for any media inquiries that may arise from your press release. I like to add this information at the beginning and at the very end. This way they know who it is coming from, and at the end if they have any questions.

3. Release Date

A release date is not required, but a good idea. It lets your contact know when the information is available to be published. If you choose to include a date, put it on the right margin following your logo. It can say either “FOR IMMEDIATE RELEASE” or “FOR RELEASE ON <date> AT <time>”.