When Companies Should Issue a Press Release

The average business owner or company sometimes struggles with understanding when the appropriate time is to issue a press release. Like so much of marketing, it often times comes down to common sense. When to actually issue a press release depends on several things, including the following:

• The company has important or newsworthy information to announce immediately.
• The company would like to announce a new venture
• The company would like to introduce a new product.

A press release can be issued by a company if they have some newsworthy information that they would like to share with the public. This information should present the business in a favorable light and build awareness and understanding of the products and services of the company. The newsworthy information can be, for example, the announcement of the acquisition of a new company or the merger with another company. For example, Wachovia Bank recently called a press release to announce they will be merging with Wells Fargo. The Press Release presented the merger in a favorable light by explaining how merging with a larger bank would be of benefit to their current customers.

Another great example of when to issue a press release is when a business owner or a company would like to announce the launch of a new business venture. It would be very beneficial for a company to emphasize to current and potential customers strengths and how the company plans to be successful in the new business venture. For example, a toothpaste manufacture can make an announcement that they have partnered with a Dental Association to come up with a revolutionary teeth whitener. Announcements can also be made about winning a large contract, obtaining a major client, opening a new store, or sponsoring a team. The use of a press release at least several months ahead of time before the new business venture begins will be enough time to gain the publics' awareness of the new business opportunity. Companies will then be able to sell themselves to the public, which will give them enough time to earn the loyalty and respect from the public.

Companies will also issue a press release when they want to announce a major new product. If whatever they are launching is technically innovative or is being marketed in an unusual or high profile way, a press release could be issued. For example, Apple recently released a press release to newspaper editors, television stations, radio and internet media, etc. in regards to their new iPad product. The iPad was considered a great, new innovative product in the category between the smartphone and the laptop computer. Apple anticipated great excitement for the product among the public before the launch soon after the media announced details, and benefits of the new product. Companies should make sure the releases are issued at least two months before the launch of the product which will give the company enough time to build a strong buzz, and awareness for the product among target audiences. The public will then become anxious to purchase the product as soon as it hits the market. One important aspect to ensure before releasing a press release is to know exactly who the target market is for the company. If they're targeting different press sectors with the same story, it is often better to produce "multiple" press releases rather than issuing a catch all release. If a company has produced a technically innovative product, it would probably make good sense to prepare at least three distinct press releases; one that targets the local/national TV stations, one targeting the Internet, and one targeting local/national newspapers.

However, new businesses that want to issue their press releases on a regular basis could be counterproductive. If they do it too frequently, recipients may begin to ignore their announcements, or even trash their marketing material. Companies should use press releases judiciously, which will make people more willing to pay attention to their announcements. Bombarding recipients with too much irrelevant news is a sure way to be ignored.

The average business owner or company has come to realize the tremendous, positive effect that press releases have on their company. When, and how often companies go about issuing the press releases are very essential to make sure the public and/or target markets are aware and fully understand the product and services provided.