In an earlier article, we discussed Press Releases as Another Opportunity for Branding. Specifically, we addressed some of the basic criteria needed to produce a successful PR piece, including discussions about: Topics, Voice, Audience, Outlets, Format, Quotes and Photos, and Post-Submission Follow-up. In a second article, we wrote a Press Release to Introduce Ourselves as Part of National Small Business Week (in 2020). In yet another article, we provided a general Press Release Generator – Identifying Your Content. At that time, we promised to begin providing examples of the specific kinds of press releases we have mentioned just in case anyone happens to still be sitting staring at a blank page after having crumpled up a dozen failed efforts.
In getting started, the rule of the 5 W’s still applies, so we encourage you to review our earlier articles. We also want to remind you that voice matters – you must write as though you were a totally objective journalist preparing the story. Similarly, the content must be of interest to the audience of the intended publications.
That said, the announcement of new employee hires and/or promotions are among the most common press releases and the easiest to place – assuming the publication has a section for including such pieces. (Many do – particularly trade magazines and papers.) However, be aware that some outlets might be willing to include all or most of the information you provide . . . but many will reduce your words to a skeletal, bare-minimum sentence or two. If that is the standard practice, a quick glance at past issues will let you know whether new hires and promotions are featured and the kind of space devoted to each one.
To make sure the same press release works for most circumstances, you just need to be sure the essence of your PR article is in the opening sentences with all other less critical information following (realizing that much could be cut by certain targets). Also, plan to include a head-and-shoulder photo of the featured employee.
Below is a fill-in-the-blanks-template:
PRESS RELEASE – For Immediate Release
[HEADLINE ex. NAME (of the New Hire) JOINS COMPANY NAME]
[CITY, STATE, MONTH DATE] — [COMPANY] has announced the addition of [EMPLOYEE FULL NAME] as the new [TITLE]. In this new capacity, [EMPLOYEE LAST NAME ONLY] will be responsible for [BRIEF DESCRIPTION OF DUTIES].
Note: Body paragraphs then follow this opening (i.e., background information, quotes, company description, etc.)
Before joining [COMPANY], [EMPLOYEE LAST NAME ONLY] served as the [TITLE OF OLD JOB] for [NAME OF OLD COMPANY] from [START DATE OF MOST RECENT OLD JOB] to [END DATE OF MOST RECENT OLD JOB]. Specifically, [he/she] handled [MENTION DUTIES].
Note: Add the next paragraph when the past history of employee includes multiple jobs. Repeat as needed to encompass complete work history, incorporating the most relevant and recent positions. (Typically, no need to go back to part-time jobs while in school!!) You can also choose to insert any education and/or licensing credentials that might be useful once past jobs are addressed.
Prior to that position, [EMPLOYEE LAST NAME ONLY] was also employed by [SECOND OLD COMPANY] as a [TITLE] from [DATE] to [DATE].
According to [NAME OF NEW SUPERVISOR OR OTHER HIGHLY PLACED OFFICIAL WILLING TO BE QUOTED], “[COMPANY] is very pleased to be adding an individual with the skill and experience needed to successfully enhance our operations and meet our goals for growth and customer satisfaction. We fully expect [EMPLOYEE FULL NAME] will be an asset in the years to come that allows us to provide our customers with the high-quality products and services they deserve.”
Note: Optionally add contact information.
“While[EMPLOYEE LAST NAME ONLY] will be reaching out to constituents soon, [he/she] can be contacted before then at [PHONE AND EXTENTION] or [E-MAIL].”
Note: Your “boiler plate” company description that outlines the products, services, history, location, hours, etc. then gets added. See our Style Guide for further information.
Also, please be aware that this “new employee” template can be easily adapted to address employee promotions. We plan to provide an example of that kind of press release soon.
As always, we welcome any thoughts or feedback, and we encourage you to comment by using the space provided below. While we intend to provide other sample press releases in the coming weeks, we would be happy to receive special requests.