Working Backwards: Insights, Stories, and Secrets from Inside Amazon

by Colin Bryar

Press Release Components These are the key elements of the press release: Heading: Name the product in a way the reader (i.e., your target customers) will understand. One sentence under the title. “Blue Corp. announces the launch of Melinda, the smart mailbox.” Subheading: Describe the customer for the product and what benefits they will gain from using it. One sentence only underneath the heading. “Melinda is the physical mailbox designed to securely receive and keep safe all your e-commerce and grocery deliveries.” Summary Paragraph: Begin with the city, media outlet, and your proposed launch date. Give a summary of the product and the benefit. “PR Newswire, Atlanta, GA, November 5, 2019. Today Blue Corp. announced the launch of Melinda, a smart mailbox that ensures secure and properly chilled delivery and storage for your online purchases and groceries.” Problem Paragraph: This is where you describe the problem that your product is designed to solve. Make sure that you write this paragraph from the customer’s point of view. “Today, 23 percent of online shoppers report having packages stolen from their front porch, and 19 percent complain of grocery deliveries being spoiled.” Solution Paragraph(s): Describe your product in some detail and how it simply and easily solves the customer’s problem. For more complex products, you may need more than one paragraph. “With Melinda, you no longer need to worry about getting your online purchases and deliveries stolen…” Quotes and G...