In today’s hyper-connected media landscape, collaboration is often the secret sauce behind impactful brand storytelling. One increasingly popular strategy for amplifying news and aligning with strategic partners is through a joint press release. A joint press release enables two or more organizations to announce a shared initiative, event, partnership, or achievement. It’s more than just a co-authored statement—it’s a synergistic communication tool that brings mutual benefits to all involved.
This article dives deep into the essentials of a joint press release—what it is, when to use it, how to structure one effectively, and why it can be a powerful addition to any public relations toolkit.
Table of Contents
What is a Joint Press Release?
A joint press release is a co-branded communication issued by two or more companies or entities that wish to publicize a mutual development or collaboration. This release is distributed through media channels to reach audiences, investors, stakeholders, and journalists. It reflects shared messaging and presents a united front, often leveraging the reputations and audiences of all parties involved.
The joint format is especially useful in scenarios like:
- Strategic partnerships or alliances
- Mergers or acquisitions
- Co-branded product launches
- Joint ventures or research collaborations
- Shared corporate social responsibility (CSR) initiatives
By publishing a joint press release, both (or all) parties gain exposure to each other’s audiences and benefit from increased media interest.
The Strategic Importance of a Joint Press Release
In the realm of public relations and integrated marketing communications, timing, narrative, and reach are critical. A joint press release capitalizes on these elements by enabling multiple stakeholders to come together under a unified story. Here’s why it matters:
1. Amplified Reach
Each partner involved typically has their own network of media contacts, social media followers, and stakeholders. A joint press release expands the message’s footprint by reaching multiple audiences simultaneously, increasing brand visibility and media pickup.
2. Enhanced Credibility
Associating with a well-respected or larger brand through a joint announcement can significantly boost credibility. Readers tend to trust news more when it’s backed by multiple reputable sources. This is especially valuable for startups or smaller companies partnering with more established players.
3. Cost-Effective PR Strategy
Press releases can be expensive when factoring in distribution costs, especially through premium newswires. By sharing the release and promotional duties, each partner reduces overall PR costs while achieving greater exposure.
4. Unified Messaging
A joint press release helps control the narrative around a collaboration, ensuring consistency in how the story is told across all platforms. This alignment reduces the risk of miscommunication and positions the partnership more professionally.
When to Issue a Joint Press Release
Not all collaborations require a joint announcement. The decision should be strategic, based on the significance of the news and its potential impact. Here are ideal scenarios:
- Partnerships and Collaborations: Formalizing a business partnership, tech integration, or co-development agreement.
- Product Launches: Releasing a new product or service that was jointly developed or branded.
- Events and Conferences: Announcing co-hosted industry events, webinars, or speaking engagements.
- CSR Campaigns: Highlighting joint environmental, philanthropic, or diversity initiatives.
- Technology Integrations: Communicating the synergy between platforms or applications that now function together.
If both brands stand to gain from the announcement, and the story is stronger together, a joint press release is often the best route.
How to Structure a Joint Press Release
An effective joint press release requires more than simply attaching two logos at the top. It should follow best practices in journalistic writing and include essential elements while carefully balancing each party’s voice.
1. Headline and Subheadline
Create a strong, clear headline that captures the essence of the announcement. It should reflect the mutual benefit or outcome of the collaboration. The subheadline can add context or highlight specific partners.
Example:
XYZ Tech and ABC Innovations Partner to Launch AI-Powered Supply Chain Platform
2. Dateline and Lead Paragraph
The lead paragraph should answer the “5 Ws”: Who, What, When, Where, and Why. It’s essential to name all parties involved right away and summarize the key announcement.
3. Body Paragraphs
The main body should elaborate on:
- The background of the collaboration
- Quotes from key executives from each company
- The impact or benefit to customers, users, or stakeholders
- Any relevant data or statistics
Each quote should clearly identify the speaker and their organization, reinforcing the joint nature of the news.
4. Boilerplates
Each company should include its own boilerplate—a standard paragraph describing the company, its mission, and services—at the end of the release. Keep each to one paragraph to maintain balance.
5. Contact Information
Include PR contact details for each organization so journalists know whom to reach out to for interviews or additional questions.
Best Practices for a Successful Joint Press Release
Issuing a joint press release requires careful coordination. Here are essential tips to ensure success:
Collaborate Early on Messaging
Start by aligning on key messaging, tone, and goals. A collaborative approach ensures both parties are equally represented and avoids last-minute edits or miscommunications.
Define Roles and Responsibilities
Clarify who is writing the release, who is reviewing it, and who is distributing it. Decide which PR channels or wire services will be used and how promotion on social media or websites will be handled.
Get Approvals from All Sides
Ensure that legal, compliance, and communications teams from all companies approve the final version. This prevents legal issues or conflicting information.
Be Clear About the News Angle
Make sure the news is actually newsworthy. A strong story angle is critical for media pickup. Journalists are more likely to cover stories with a clear value proposition, industry impact, or human interest element.
Distribution Channels for Joint Press Releases
Once finalized, a joint press release can be distributed through a combination of channels:
- Newswire Services: Platforms like IMCWire, PR Newswire, or Business Wire are ideal for broad distribution.
- Company Websites: Each partner should publish the release in their media or news sections.
- Social Media: Cross-promote across all corporate social channels using hashtags and visual content.
- Email Newsletters: Share the announcement with clients, partners, and subscribers.
- Industry Publications and Blogs: Pitch to niche publications for additional coverage and interviews.
Maximizing distribution ensures that the joint press release reaches its full potential in driving engagement and media interest.
Real-World Example
Consider a tech startup partnering with a major cloud provider to integrate services. A joint press release not only brings visibility to the startup but also signals the cloud provider’s commitment to innovation. Media outlets see the story as more newsworthy due to the mutual endorsement and shared impact on users.
Common Mistakes to Avoid
While joint announcements offer value, they also come with pitfalls if not handled carefully. Avoid the following:
- Imbalanced Focus: Favoring one brand over the other can create tension and diminish the joint value.
- Too Much Technical Jargon: Keep language accessible and clear to appeal to journalists and general readers.
- Last-Minute Edits: Rushed or late-stage changes often lead to mistakes and miscommunication.
- Lack of Follow-Up: Always monitor coverage, respond to media inquiries, and follow up with partners to evaluate success.
Conclusion
A joint press release is a powerful way to amplify your message, strengthen partnerships, and increase media exposure. When executed with clear communication, shared goals, and strategic timing, it delivers a win-win for all involved. Whether you’re announcing a collaboration, a co-branded product, or a CSR campaign, using a joint press release shows professionalism, unity, and trustworthiness.
At IMCWire, we understand the value of strategic communication. Our platform helps brands issue high-quality, impactful press releases—whether solo or joint—designed to capture attention and drive results.
Let your next big announcement be bigger together.
