What Does It Mean to Brand Your Press Release?

When exploring press release writing and best practices, you may hear a lot about branding. Branding is important because it connects your press release to your other marketing content. It supports you and your organization to build a consistent image. We’re talking about an image with your audience, and we’re also talking about consistency with the media. Your press release probably has a number of goals, both in terms of your audience and the media. Branding will help you achieve your desired results.



Your press release is going to go out onto a number of channels. These channels include, but aren’t limited to news sites, bloggers, social media, and maybe even email. Branding means effectively and consistently communicating your brand message – whatever that message may be. Including multimedia pieces in your press release helps you not only reach a wider audience, it increases engagement and it helps you brand. Branding with multimedia components like video, images, and even audio gives you an opportunity to share your voice, message, and leave your audience with a better understanding about who you are and what your organization has to offer.

Voice, Language, and Style

You know that you can create a mood with a few simple words. Words are powerful. What emotions do you want people to have when they think about your business? Nike is a simple example. When you think about Nike, the swoosh comes to mind – as does their “Just Do It” tagline. It conveys the attitude of fitness, determination, and success. The language that you use in your press release can have the same impact. It can help build and sustain the brand message that you want to communicate.

Many press releases are either very formal or quite heavy with jargon or a sales pitch. This doesn’t often facilitate branding – unless being really formal or sales-y is your brand. Write your press release genuinely. Tell the news that you have to tell, and tell it in a way that shows who you are and what your company is about.


Press releases need quotes. Quotes can be from your CEO, from your sales manager, from a customer or anyone else whose input is relevant to the story. They add personality to your piece and can help the media really grasp your news and message. That makes them extra important. When choosing people to interview and quotes to add, make sure they support your brand and your message.

Branding is a blend of visuals, message, and language. These components come together to communicate your message to your audience. Including them into your press releases isn’t just a good idea, it’s necessary. Make sure your marketing and press and PR strategy all communicate the same brand message. Consistency is crucial.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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