Crafting a press release that stands out can be challenging at the best of times, and in the time of COVID-19 there is even more to consider. While it’s always important to be informative and timely, in the current environment take it up a notch with a press release that is helpful and even uplifting. Make sure to balance the need for communicating the news about your brand and products without appearing to capitalize on this very difficult situation.
With that in mind, Cision created a guide for those crafting a COVID-19 related press release, with examples of real press releases that have been approved, and fictionalized examples that have been refused by its PR Newswire service.
Here are some examples:
COVID-19 QUINTUPLES DEMAND FOR MEDICAL-GRADE INFRARED CAMERAS FOR SMALL TENNESSEE BUSINESS
This is an unsubstantiated health claim surrounding COVID-19, and therefore would be rejected. Any content in the pharmacy or larger realm of health that makes extraordinary health claims – especially related to this particular virus – is immediately flagged and escalated for review.
This is a fictionalized example of a press release that would be refused. In contrast, here’s one that was accepted and distributed:
This brand has changed its business model to help its target audience during a difficult time. It’s both helpful and uplifting. We’ve seen many press releases around brands doing similar things, and those always get approved.
To see more examples, both real and approved and fictional and refused, download Cision’s one-page guide, or see all of the COVID-19 related releases posted on prnewswire.com.