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What is a press release? A press release is often a page-long, compelling news story or announcement written by a public relations professional and sent to targeted members of the media. The goal of a press release is to pique the interest of a journalist or publication.
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A press release should answer the questions of “who,” “what,” “why,” and “where,” in relation to a company and its news worth sharing. A press release keeps up constant and transparent communication between a brand or company and its consumers. A press release gathers media attention towards your brand’s announcement, which will then spread to your consumers.
Different types of press releases include:
New product launches: A press release about a new product launch is a great way to spread the word about your company’s new service. The press release should highlight the product’s availability, pricing, versatility, and any other valuable information.
Mergers and acquisitions: A press release is often issued when two companies merge together, or one company acquires another. When announcing a merger or acquisition, make sure to mention the benefit of the company collaboration, and include quotes from top executives. This kind of press release should highlight the trajectory and progress of a company.
Product updates: If any major changes are made to a product, a press release can be issued to highlight its new strengths and opportunities.
Events: Press releases are valuable for promoting an upcoming event and spreading the word to news outlets and other media sources. This type of press release should include a description of the event, the location, time, pricing, and who will be in attendance.
Grand openings: The best way to inform the media of a new grand opening is through a press release. In a grand opening press release, announce the date and location of the event, as well as any enticing details for the new grand opening. Include a statement from the president or executive of the company on their excitement of the grand opening.
New partnerships: Brand partnerships are important in building brand awareness and expanding your company’s reach, so announcing a new partnership in a press release can help spread the word quickly to the right people. Make sure to write a summary of both companies and how the partnership will positively affect each individually.
Rebranding: Rebranding is one of the most important opportunities a brand can seize. When done correct, rebranding can save a company and help them keep up with the times. Announcing the rebrand with a press release will alert the public of this change and prepare them for what’s to come next. The rebranding transition can be a bit difficult and sometimes awkward, so issuing a press release is good preparation for the public.
Awards: Winning an award for your company is a big accomplishment that should be shared with the media. Press releases about awards and accomplishments can help establish credibility and build a positive reputation for your brand or company. When writing a press release on an award won, make sure to identify the award or competition, why your company was granted the award, and details about the ceremony if applicable.
Need other Communications skills?
Research: It is impossible to succeed in public relations without researching and analyzing a client’s industry as well as current market trends. Being knowledgeable and staying up-to-date is one of the most critical responsibilities of a PR professional while writing a press release.
Creativity: Journalists are inundated with pitches every day. A great PR person needs to possess the creativity to make theirs stand out.
Strong writing/editing skills: The importance being able to write well cannot be stressed enough. The main job of a press release is to be able to clearly and effectively convey the brand’s intentions. Grammar, spelling and punctuation are important not only in ensuring the correct structure of the copy, but also giving it personality and flavor.