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.
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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:
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.
- 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.
- 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>”.
Write an appealing headline in bold print that is larger than the body copy that catches the reader’s interest. If you have a subhead, make sure it is italicized. Keep it intelligible, simple, and appealing.
The first line should be the dateline. It should include the city in which the press release originated and the date it was issued.
- First Paragraph
The first sentence following the dateline must get the reader’s attention and make them want to keep reading. It should use the five “W’s” and one “H” to explain the contents of the press release but be concise and engaging. (Who, What, Where, When, Why and How) You want to provide the relevant information, but don’t want the message to get lost in the details. Stick to the facts and avoid being salesy.
The remainder of the body serves to complete the story you have introduced. This is where you can fill in the details and add a little extra information. Use short paragraphs that are 2-4 sentences, and you are welcome to include statistics, hyperlinks, media, and quotes.
- Media: The body can include different types of media like photos, videos, and audio. This can help you stand out on both social media and search engines.
- Quotes: It is a general rule for the quote to come from the most relevant person related to the topic of the release. The quote provides a human interest factor and also allows an opportunity to go beyond the facts.
By Crystal Lee Butler, read the full article here.
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