Press Release Generator – Sample Press Release Announcing an Employee Promotion

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 two other articles, we provided the following press release generators:  Identifying Your Content and Sample Press Release Announcing a New Hire.  As promised, we are now providing a similar template for publicizing a staff promotion.  (As before, we are hoping these tips will help keep you from getting stuck staring at a blank, crumpled page!)

In getting started, remember that 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.  

As previously noted, announcements 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.

Secondary Benefit

When preparing a press release on a promotion, be aware that you are also realizing a secondary benefit – by sending your current employees a message that you are an employer dedicated to giving existing staff a chance for advancement and that you have a track record for filling attractive positions from within the organization.  By making this quality part of your brand, you help yourself become an “employer of choice,” and you encourage your existing staff to be happy, contented employees, which in turn shows up in the quality of your company’s service and the satisfaction of your customers. 

Once again, you need to make sure your same press release works for most circumstances.  To do so, confirm that 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

CONTACT INFORMATION:

[Company Name]
[Contact Name]
[Phone Number]
[E-mail Address]

[Date]

[HEADLINE ex.  NAME (of the Employee) PROMOTED TO

(title of the position) by COMPANY NAME

[CITY, STATE, MONTH DATE][COMPANY] has announced the promotion of [EMPLOYEE FULL NAME] to the position of [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.)

Since first joining [COMPANY] in [YEAR OF HIRE], [EMPLOYEE LAST NAME ONLY] has served as the [TITLE OF OLD JOB].  Specifically, [he/she] handled [MENTION DUTIES].   During that time, [EMPLOYEE LAST NAME ONLY] was credited with a variety of important accomplishments, including [BRIEF DESCRIPTION OF ACCOMPLISHMENTS/CONTRIBUTIONS].

Note:  Add the next paragraph when the past history of employee with the company includes multiple jobs worth highlighting.  Repeat as needed to encompass complete work history, incorporating the most relevant and recent positions.  You can also choose to insert any new education and/or licensing credentials that might have played a part in earning the promotion.

Prior to that position, [EMPLOYEE LAST NAME ONLY] served in other roles of increasing responsibility and authority.  [He/She] was [TITLE] from [DATE] to [DATE] and also accumulated several years of related experience with other companies.

According to [NAME OF NEW SUPERVISOR OR OTHER HIGHLY PLACED OFFICIAL WILLING TO BE QUOTED], “[COMPANY] is very pleased to be giving [EMPLOYEE FULL NAME] a chance to use [his/her] years of experience with our organization to better serve our customers.   We fully expect [EMPLOYEE LAST NAME ONLY] 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 while enabling us to achieve our goals for growth as a company.  As you may know, [COMPANY] has a long-standing policy of promoting from within whenever possible. That way, both our staff and customers benefit from the knowledge and skills acquired over time while ensuring the continued high quality of our brand.”

Note:  Optionally add contact information on the person being promoted.

“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 “boilerplate” company description that outlines the products, services, history, location, hours, etc. then gets added.  See our Style Guide for further information.

While the boilerplate language of different companies will be quite individual to reflect the specific history and characteristics of that particular business, a simple example might be: 

“Established in [YEAR], [COMPANY NAME] specializes in providing [PRODUCT/SERVICES] to customers located in [GEOGRAPHICAL OPERATING AREA].  Open [LIST HOURS/DAYS] or available 24/7 online by visiting [WEB SITE ADDRESS], [COMPANY NAME] [IS ENDORSED BY/IS KNOWN FOR] and encourages customers to learn more.  In recent years, [COMPANY NAME] has grown substantially and is looking to achieve similar increases during the upcoming months.”

As you can see, your boilerplate text provides you with a chance to briefly tell your story while giving potential customers a means of acting on their interest.  The above is just one very basic example.  Be sure to tailor yours to tell your story in the most effective possible way.

_________________

As always, we welcome any thoughts or feedback, and we encourage you to comment by using the space provided below.  We would be happy to receive special requests to provide other sample press releases in the future. 

Want a Word document of this example? Just click!

Good luck!

Press Release Generator – Sample Press Release Announcing a New Hire

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

CONTACT INFORMATION:

[Company Name]

[Contact Name]

[Phone Number]

[E-mail Address]

[Date]

[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. 

Want a Word document of this example? Just click!

Good luck!

Press Release Generator – Identifying Your Content

So . . . you’ve sat down to write your press release . . . and you’re stuck getting started.

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).

Nevertheless, we realize that many of you may still be sitting staring at a blank page after having crumpled up a dozen failed efforts.

In this article, I’m hoping to help you get started writing by encouraging you to identify and assemble the content you need to include to attract the attention of the media and (ultimately) your audience . . . while successfully communicating your message about your brand.

First, ask yourself whether your proposed topic is of general interest to the public and not simply a self-serving grab for attention.  If you are convinced you have the right kind of subject (i.e., a message that’s unique and has a potential impact upon others), then you need to gather up the specific details to include.

The 5 W’s (Who, What, When, Where, and Why . . . PLUS How)

Answer each of these questions in terms of your press release.

Who

Identify those individuals and/or organizations who are involved . . . as well as people likely to be affected by the outcome.  As you perform this step, consider possible prospects to provide you with a quote.  (In the case of a groundbreaking or Grand Opening, the “who” might be the founder of the business.   Or, perhaps the “who” is the individual behind a new product or key enhancement . . . as well as the consumers likely to benefit.  In the case of an employee being featured to acknowledge an award?, the “who” would be the recipient and maybe the judges (assuming they are well-known public figures).

What

This description should address the unique and special nature of the topic being publicized.  For an employee feature, the “what” might be the winner of an “Employee of the Month” contest and a discussion of the habits and accomplishments being recognized.  In other cases, your “what” could be the description of a new product or service, announcement of a Grand Opening or Employee Recognition Day, or perhaps the explanation of an award won by you.

When

The date and time associated with your topic should always be included.  While this piece of information is very obvious in some cases such as a Grand Opening, others might be a bit more ambiguous such as the anticipated date a new product or service will be introduced.  Occasionally, your “when” could be a timeframe such as “income tax season” or “early this summer,” etc.

Where

“Where” identifies the location in which the topic under discussion is taking place.  In a press release, inclusion of an actual address might be appropriate, but a more general reference such as “at the corporate headquarters” or “in Washington” or “at the satellite location of the store” would suffice to provide the reader with adequate context.

Why

This piece of information in very important because you are highlighting “why” the press release matters.  In some cases, the “why” gives you the opportunity to outline the criteria for an award while explaining the reason you were chosen as winner – one of the rare opportunities to be totally self-congratulatory in an acceptable objective way.  “Why” might be your opportunity to explain the reason a new product or enhancement matters to consumers.  “Why” could be the reason an “Employee of the Year” plaque is given, which offers you an opportunity to expand upon your company’s brand while highlighting the ways in which the recognized person embodies those desired characteristics . . . while also calling attention to the ways in which the consumer benefits.

How

“How” (like “why”) often gives you a bit more opportunity to expand upon the branding of your business.  This information can range from “how” the winner of an award was determined to “how” a company has elected to participate in some national holiday such as Small Business Week.  In crafting this piece of information, remain very sensitive to opportunities to highlight the company’s brand characteristics and the way those qualities made the “how” possible.

So, You Have Your 5 W’s . . .

So, you’ve dutifully filled in the blanks for each of those categories.  (Please note that we have provided a Word template with each of these components laid out to help make that process easier.)  Next, actually write down the two or three quotes you plan to use.  At least one of those sources will typically be from a high-ranking company official and the other should be a person with some recognizable expertise in the subject.  Similarly, one of the quotes should be devoted to the main theme of the press release while the other can merely mention the topic while making remarks that reinforce the general branding of the company.  If you can get a consumer to make a statement, that content can be very effective.  Government officials can also be useful, especially for items like awards and Grand Openings.

Next, locate or create any needed photographic artwork, being sure to supply an appropriate caption and perhaps citation.  If you do not have the necessary images, you can take the pictures.

The final preliminary content to highlight in this collection of information is the “branding boilerplate” language you want to include.  For instance, we chose the following message for our blog:

“Produced by two experienced communication professionals, Brand Building for Small Business is a blog that aims to provide practical, do-it-yourself advice about creating a brand identity from the bottom up.  Expect, simple, straightforward tips that can be executed by a single person or a small group on a very tight budget.”

As a result, we try to incorporate at least the substance of this message (if not the exact words) into any press release, knowing such content is the most likely to get cut by an editor.

Finding Your Lead . . . and Shuffling Content in Order of Importance

Now that you have assembled all of your content, you must begin to incorporate the elements into a cohesive story.  The first step is to identify your lead.  Specifically, read through the 5 W’s you’ve collected and decide which one is the most important.

For instance, “what” and “who” would probably be the elements you introduce first for an employee press release with “when” and “where” being secondary.  For example . . .

“The ABC company recently named Mrs. Mary Smith (your “who”) the “Employee of the month” (your “what”).  She will receive her official reward on June 14th (your “when”) at the annual company meeting at the ABC corporate headquarters (your “where”).  She is being recognized for outstanding customer service (“why”), which reflects ABC’s philosophy of putting the customer first (using this portion of the “why” to tie back very directly to the company’s branding statement).

Once this lead is in place, I’d include a paragraph of biographical detail about Mary’s background and history with ABC.  I’d add a quote from Mary about being surprised and honored as well as another from her supervisor about the reasons Mary is worthy and reflects those qualities that are part of the ABC brand.  Information about past recipients might also be included.

Finally, I’d explain the process of selecting the Employee of the Month (the “how” in this case), which could create a further branding opportunity by indicating the choice was made by fellow employees or perhaps the company’s customers.

Then, I would insert a paragraph that describes ABC and highlights some of the company’s accomplishments.  Within this section, I’d include the quote from the high-ranking company official that is pretty much exclusively about the organization.  (The inclusion of this statement will probably increase the chances of the company information surviving the final cut.)  Very often, a paragraph such as this one would reflect your company’s boilerplate.  If not, I’d incorporate that as part of my closing.

For this particular story, I’d be sure to include a photo of Mary and/or the award ceremony as well as photos of other quoted parties and perhaps an image of the ABC corporate headquarters (assuming the place is closely associated with the company and perhaps a bit iconic).

As I hope this one example above suggests, each collection of details will have an intrinsic order of importance that hopefully makes the progression of the press release both obvious and easy to write.  For instance, “what,” “when,” and “where” would probably be the lead of a “Grand Opening” with “who” being used to mention the dignitaries expected to attend. “Why” would almost certainly incorporate some statement about customer convenience that would provide a point of entry into a recap about branding.  An image of the new location would be essential.

For a press release about a new product, “what” and “when” would probably provide the essence of your lead with “who” being secondary unless a specific individual was instrumental in developing the new product.  Once again, “why” would provide an opportunity to expound upon branding and the ways in which customer needs were being better served.  The “how” in this case could talk about the process of development and perhaps incorporate some discussion about the ways in which customer feedback came into play.

As you can see, the 5 W’s are pretty much a part of any press release you’d choose to create.  By using these elements to gather and organize your content, your narrative will be half written – you’ll just need to figure out the correct order for presenting the information for maximum effect.  Generally speaking, most press releases will be less than 500 words, so taking this approach should be very useful in getting you close to a finished product.

To make sure no information is overlooked, we’ve created a template listing all the important components from this post to help you put together your content.  You will ALWAYS have some details to plug into each section.  Once gathered, the ultimate order will most often become fairly obvious.

 Note:  In a future article, we plan to create examples of simple common press releases such as the kinds mentioned in this article (i.e., Grand Opening, New Product Rollout, Employee of the Month Award, etc.).