Most press releases are succinct at just a page long — two pages, tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release.

And while it may be tempting to craft a press release that embellishes your company’s accomplishments or twists the facts to make a story sound more intriguing to the media, remember: Press releases live in the public domain, which means your customers and prospective customers can see them. So instead of thinking of a press release solely as a ticket to earning news coverage, you should also think of it as a valuable piece of marketing content.

While there’s no cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way:

New Product Launches

The product launch type of press release is valuable to get the word out about the new solutions your organization is offering to consumers. This release will emphasize the product’s specs, pricing, availability, and any other details that may be valuable to consumers.

Mergers and Acquisitions

Organizational change is noteworthy enough to warrant a press release, especially for informing current and future stakeholders about the growth and trajectory of a company. To announce an acquisition or merger, include details about all organizations involved, information about the merger or acquisition, and quotes from the leadership teams.

Product Updates

Similar to a new product launch, product updates and expansions are also ripe for promotion. Explain what the change is, why it was made, and how it benefits the user.