Press Releases

Today, Cummins is issuing a press release to announce the expansion of the QuietConnect product line with the release of the RS125 and RS150. This may have you thinking about the reasons why a business may issue a press release, how to write a press release and how to distribute it. Our latest Pro Marketing Tip helps answer some of these questions…


Why write a press release? A press release is a tried and true way of telling the general public, including the press, your customers and prospective customers, about interesting news and information about your business. Before putting pen to paper, ConstantContact recommends you consider the following:  

  • Impact: The broader and larger the impact, the more people will be interested.
  • Timeliness: Does your news relate to or tie back to a significant “moment in time” or event or trend in the marketplace? Is your news solving a problem for your audience?
  • Proximity: For many small businesses or nonprofits, your news will likely matter more to local publications.
  • Name recognition: Clout that comes with big recognizable names will likely increase the interest in your news. If you’re partnering with, or involved with a big name that might generate this type of attention, consider issuing a press release – if you’re a new Cummins dealer, Cummins has created a template to announce your partnership.

Still don’t know what would make for a newsworthy press release? Entrepreneur magazine provides a list of 30 topics to get you thinking.


How to write a press release? There are three main components of any press release:

  1. The headline and subhead: PR Newswire recommends keeping headlines between 90-120 characters (NOT words, this includes spaces). For SEO, ensure the most important keyword is within the first 65 characters. Include numbers and data points. If more detail is required, include a subhead.
  2. The body: Begin with a dateline of the city in which the press release originated and the date it was issued. While the length varies depending on what you’re announcing, remember to “write tight,” keeping your release concise. Remember to focus on the 5 W’s: who, what, when, where, and why. Include quotes from relevant spokespeople. And don’t forget to check for typos and grammatical errors.
  3. Boilerplate: This is a short paragraph telling readers about your company. Be sure to link back to your company website to give readers access to additional information. The boilerplate typically remains the same on each press release you issue.


How to distribute a press release? eReleases recommends:

  • Identify editors and reporters who would be most interested in what you have to say. The best way to do this is to look up relevant articles and see who wrote it.
  • Be sure the editors and reporters accept press releases via email.
  • Only send your release to one person per news outlet.


Looking to save time by spending a little money? You can also utilize a news distribution service like eReleases or PR Newswire who can localize distribution.


If you would like assistance with your press release or training on how to answer media inquiries, Cummins PR agency, Grayling, offers one-hour consultations for $250. Email: to learn more. And don’t forget: marketing consultation services are 80% reimbursable under the ChannelOne Co-op program by simply submitting through BrandMuscle.