Press releases generate enthusiasm and what better way to give readers an opportunity to learn more about your company, its mission and the type of people you hire than to publish a story for "immediate release." Besides generating enthusiasm among existing and potential customers, your press release conveys an important message to your new employee – it says, "Welcome! We value you and we're glad you're a part of our team."

Capture Attention with the Headline

The title of your press release should include the new hire's full name, position and, of course, your company name. If your organization is a rather conservative one, you might want to stay away from catchy or gimmicky headlines and stick with a straightforward one. On the other hand, if you work for a creative-type firm, explore a headline that reflects your company's reputation.

Create the New Employee's Bio

Depending on the position, your new employee may already have a bio; however, for future use, your public relations specialist may want to create one specifically for internal use. Review her resume to extract details about her career that are particularly relevant to her new job. For example, if she has enjoyed tremendous career progression in this industry over several years, begin your draft bio with a brief statement about her entry to the field. Follow that with a sentence or two about the previous roles she had with other companies. You needn't name her previous employers if you don't want to.

Example:

"After earning her MBA from Harvard, Susan began her consulting career with a prominent Midwest-based human resources consulting firm, and within the first two years, she developed a specialty in employee compensation and benefits, a practice area in which she has excelled for the past 10 years."

Promote Your Company

Your press release has a dual purpose; to introduce the new employee and to tell readers about your company, its mission and any exciting projects on the horizon or projections for your organization.

Example:

"ABC Benefits is a locally owned provider of employee benefits for the health care industry, founded in 2000 by the Smith family. Siblings Jane Smith and Robert Smith recognized that the compensation and benefits field could better address the compensation and benefits needs for health care employees with dedicated professionals who have extensive knowledge and expertise in the health care industry."

Select the Best Photograph

Avoid using the same photo your company uses for the employee badge. Executive-level appointees often have professional bio photos; choose the best one to accompany your press release. If you don't have access to a professional photo, take a high-resolution one and submit it with your article. This personalizes the press release and helps readers put a face with the name and position.

Include Quotes from the New Hire and the Company President

Your press release will carry far more weight with readers if you include quotes from both the company president and the new employee. The president should say something that clearly supports the hiring of this new employee.

Example:

"We are pleased to have Susan on our team, as she is a world-class health-care benefits expert. She has worked with the most prestigious firms in ensuring that employees in this industry receive the quality of pay and benefits they and their families deserve. This is quite a coup."

For the new employee's quote, ask her to give a forward-thinking statement that indicates her plan or goals for the company. This encourages readers and potential customers to follow the company's progress, and may even cultivate new relationships among readers who were not previously familiar with your company.

For Further Questions or Information

Include your name, position and contact information at the bottom of the press release. This is for the benefit of the publisher and audience; the publisher may want to clarify information or the audience might seek additional information about your company. Don't chance missing opportunities to further tout this new appointment or the company.