A white paper press release is an announcement from a person or company that is issued to members of the media (writers) or companies (publishers) for use in their publications. Press releases contain detailed information about the upcoming publication of some form of content (articles, white papers). Press releases may be submitted to newswires, distributed to specific media contacts or posted at various locations on the Internet. Press releases are also being used by non-media people and companies to discover new products and services.

Press Release Title - The press release title is the descriptive heading or caption that is placed at the beginning of the announcement. It serves to grab the attention of the media person, and should contain keywords and identify the key issue and solution (not the company). Media people are in search of topics they can write about that will be of interest to their audience. Breakthroughs, new solutions and key changes are topics writers are likely to discuss. Job assignments and company award achievements may not be on the list of important topics.

Press Release Email Subject Line - The subject line of an email that provides a press release is critical to the success of the message. It is not uncommon for magazine editors to receive hundreds of press releases each day. If each of the press releases in an editor’s inbox simply said “press release”, it is unlikely that they would each receive attention. Editors are looking to cover stories that relate to certain topics and issues. Subject lines that identify those topics and issues are likely to get noticed.

Press Release in Text Format - It is highly recommended to include press release information as text in an email message. Editors are looking for press releases they can use quickly. Press releases that are sent as attachments within emails are likely to be passed by rather than downloaded. Editors are forced to look at press releases that are included within email text.

Resource Links - In addition to basic press release information, it is recommended to include other media (such as images and reference documents). Images should be provided in thumbnail form along with links to medium and high resolution versions. Some the reference images may include the cover, selected images from inside the white paper and supporting images such as people using products or services.

It is recommended to include links in the email instead of providing the media items as attachments. If an editor attempts to download emails that have large attachments (such as to a mobile device), it can result in significant delays and costs.

Contact Information - Press releases should have press contacts media people can use to get additional information. It is recommended to provide contact information to people who will respond within a reasonable amount of time, providing helpful information. Media people often cover multiple topics and, if they request information, it is best to try and directly help them find what they are looking for. Magazine editors, who are often burdened with deadlines, typically prefer to work with companies that offer everything they need on their web site.

Media List - Press releases can be sent to people such as magazine editors, bloggers, talk show hosts and other members of the media. It is possible to use a public relations (PR) agency to distribute press releases or build a list by identifying key media sources. Even without the use of a PR agency, it may be helpful to update media distribution lists by including key media channels within an industry.

Journalist Download Link - For press releases that are sent directly to journalists, a journalist white paper download link may be included. The journalist download link provides the white paper without requiring registration information. Journalists may have a very limited amount of time and they may not take the extra time to register to receive white papers.

Figure 1.x shows a press release for a white paper on social media marketing metrics. The title of the press release identifies a new solution for measuring social media marketing to generate interest in people who are working with social media marketing. The subject line of the email identifies that the press release covers a white paper on Social Media Marketing Measurements. The email is sent to a media list of people who work with marketing magazines, blogs and talk shows. The press release provides links to supporting images which include the white paper cover, a diagram contained in the white paper and a sample page from the white paper. This version of the press release contains a journalist download link which allows recipients to obtain the white paper without the need to register for the download.