Making a Press Release a Part of Successful PR

To create a PR campaign, companies first need to establish a clear campaign goal, such as informing the public about a piece of news from a business, reaching a bigger consumer base, raising awareness about a new product, or improving a company’s reputation.

APR campaign is supposed to use strategic messaging to communicate with a company’s target audience and to successfully reach the overall goal of the campaign.

Press Release

When developing a PR campaign, companies need to create a press release that has a strong news angle. This is the best strategy to get journalists to cover the company’s story because that’s what they tend to cover in outlets. If a company sends out a press release that’s unremarkable or that doesn’t grab anyone’s attention, it’s likely not going to get published.

However, by putting out a press release with a newsworthy angle that doesn’t sound too promotional, companies can get a lot of positive media coverage.

It’s important to add any relevant quotes from other industry leaders or employees inside the press release, as well as all the other information that a journalist might need to talk about the company’s story.


When a company figures out the newsworthy angle for its press release, it’s time to write the press release and distribute it to the relevant journalists and media outlets. 

Companies need to research which media outlets and journalists cover stories about their industry or niche, and should learn how much their industry influences an outlet’s news stream.

Reading the news stories that an outlet shares helps companies learn whether that outlet is a good choice to send a press release to. Sending out press releases to relevant outlets is what helps companies increase their chances of generating positive media coverage.

Link Building

Once a business sends out its press release to relevant journalists and outlets, and once the story gets published, it’s time to take advantage of all the buzz that the business is getting from the positive media coverage.

That means companies need to start requesting the outlets that have published their news to add links to its website in their articles.

This helps consumers immediately open up the company’s business website after they become interested in the business and are looking to learn more about it. In this case, the business benefits from more backlinks to its website, as well as more website traffic.

Lastly, backlinks are one of the best SEO strategies that companies can use to improve their SERPs rankings, especially if the press release was covered by outlets or journalists with high authority and credibility with search engines and audiences alike.

As Co-CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.