Beauty PR Firm Checklist on When to Use a Press Release

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As a beauty PR firm, VLIV Communications crafts and distributes press releases for our clients’ launches, campaigns, and news.

Press releases are a great tool for media outreach, but they should not be used in every situation. If a brand is not making a big announcement or launch, they might want to reconsider a release.

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We recommend press releases only in select situations. Think – a new product, a key hire (at a larger organization), or a compelling campaign or initiative.

When does our beauty PR firm not recommend distributing a press release? Pretty much any other time! If you really have to ask yourself if what you’re announcing is newsworthy, it likely isn’t. That’s not to say you can’t share this info in other ways. Consider posting on your company blog, social media, or distributing to select media via one-on-one pitching.

​​​​​​If you do have something new and fresh launching, below are some key must-haves to keep in mind. ​​​​​​​​

Beauty PR Firm Press Release Checklist


Is this something that is launching soon with a timeliness factor to it? ​​​​​​​​Or is something you’re planning months down the road? If the latter, consider waiting to post the release until you’re closer to the launch date. You don’t want media and consumers to lose interest!

Newsworthiness​​​​​​​​: A Beauty PR Firm’s Biggest Tip!

Is there a hook that will answer the question “Why Now?” for editors? Is there something new and notable you’re announcing?​​​​​​​​ Anything you’re featuring in a press release needs to have a compelling reason for coverage. Think – if you were a reader of a magazine, would you care about this news?

Brand Rep(s) Quote​​​​​​​​

To help humanize a brand and give more context, incorporating a direct quote from a brand representative (such as a founder, CEO, or marketing VP) goes a long way.​​​​​​​​ Ensure that the quote provides context and color. Don’t just repeat facts that appear elsewhere in the release – use the quote to infuse personality and storytelling.

Launch Dates​​​​​​​​

Don’t forget to include exactly when the product/campaign/service is launching, and whether or not there is an embargo.​​​​​​​​ Dates are crucial and often dictate when editors will cover a story.

Key Company Info​​​​​​​​

Ensure you have a clearly written company boilerplate and main facts about the brand as whole. Many who read the release may not be familiar with the company, and this is an ideal time to educate them.​​​​​​​​

Need help with crafting your PR strategy, press release development, and outreach? Drop us a line!​​​​​​​​