How to write a Business to Business (B2B) press release

The press release is one of the most important pieces of marketing ammunition you have. Not only does writing it provide you with a format to present your news to the world, it can also be used (without circulating) to announce product updates or other less newsworthy items on your website.

1. How to write a B2B
press release
Aisling Foley Marketing
B2Btechmarketingconsultant

2. Background
▪Pressreleases and PR are hugelyimportant
forB2Btechmarketing
▪Should be short and to the point
▪Use simple language –no industry TLAs
▪Writeinthird person
▪Avoid Bullshit Bingo expressions
▪Use short sentences(8-10words)
❑Nolongerthan25
▪Max1.5 pages in 1.5 line spacing

3. Templates
▪Most countries have slightly different
templates
▪Ireland is the same as USA, but completely
different from UK
▪ThisPPT focuses on Ireland

4. Title and first para
▪Title should summarise the PR in bold and
centred
▪You may add subtitle after, centredandin
italics
▪Firstpara, start with
Dublin, Ireland: 27 Aug 2024: Company name,
the leading/a leader in your tagline,
announces….

5. Main body
You must answer these questions:
1.Who–Who is involved (you, your customer,
your partner)
2.What–What is the pieces of news that this
is about
3.Why–Why is this important (to the rest of
the world –not your company)
4.Where–Where did/is this happening?
5.When–When is this/did this happen?
6.How–How did this come about?

6. Main body
▪Qs1–5shouldbeansweredintitleandfirst
para
▪Q6isansweredintherest of the PR
▪Includecustomer/partnerquote
▪Include CEO of your company quote (or
relevant spokesperson)

7. Quotes
▪Try be moreimaginativethan “We are
delighted”
▪Say something positive about the
customer/partner/news story or the benefits
your product brings to their company

8. Boilerplate/About us
▪IncludeAboutUs section
❑Thisiscalledtheboilerplate
▪Describe your company, offering, location,
founded, staff in one paragraph
▪50-100words
▪EndwithyourURL

9. Boilerplate example
About Aisling Foley Marketing
Aisling Foley Marketing, founded in 2007 in
Dublin, is a B2B marketing consultancy that
provides technology companies with the
expertise required to extend current marketing
activities. www.aislingfoley.com

10. Other
▪Images help
❑Includelinktoimage
❑Or add “Image availableonrequest”(orboth)
▪Includecontactdetails

11. Further reading
▪Howtowriteapressreleaseblogpost
▪Example UK PR
▪USAPRformatdescription

12. Aisling Foley Marketing
▪Marketing consultancy for B2B tech companies
▪Marketing planning and strategy
▪Marketing communications and project implementation
▪Training and mentoring
▪Marketing audit
Website content Brochures
Value proposition and USP Copywriting
Direct marketing and newslettersSocialmedia and blogs
PR Analyst relations

13. Aisling Foley Marketing
B2B technology marketing consultant
www.aislingfoley.com
[phone]
Website
A F oley
Ema il
Compa ny