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What Is a Press Release and How to Write One
Learn how and when to use this essential communication tool
In life and business, the saying "out of sight, out of mind" applies. Today, in a world where the information lifespan is measured in seconds, standing out and remaining relevant is one of the biggest challenges for companies and public figures and creatives launching their own projects.
One way to be noticed is to consolidate your presence in the media, and press releases are the best way to do it. But, what exactly is a press release, and how do you write one?
What is a press release?
In short, a press release is an official statement (almost always in writing) that an organization or person sends to journalists or other media agents, containing information that can guide these professionals when writing a story or article.
How to send a press release
Before we start, it is vital to highlight one thing: since press releases are usually sent by email, it is recommended to summarize the content in the email body and, in an attachment, send the press release itself.
Briefness and objectivity
Most communications are brief (between one and two pages) and contain all the relevant information needed. Frequently, journalists write articles only with the press release information, so prioritize the essential information. Keep in mind that not all the content that the author of the press release considers relevant will be interpreted in the same way by the professional who will receive it.
The structure of a press release
Title
In the title, don't forget to use an action verb and anticipate the text's content as much as possible.
5W rule in the first paragraph
Ideally, the first paragraph should be a summary of the most important things. That is, provide all the essential information of the press release. To do this, you must answer the following 5 questions: what has happened, who is the protagonist, when has it happened, where has it happened, and why do you want to communicate what has happened. If it is impossible to answer all of them in the first paragraph, the rest must appear in the second paragraph.
Additional information
In the following paragraphs, add interesting but not essential information. If you can include a budget related to your project, even better.
Contact
At the end of the text, add contact information that can serve as a source if the journalist wants to research the subject. For example, you must mention those responsible for all the citations used in your text. Also, add your own contact information.
If you are interested in learning more about communications and PR, check out all the Domestika courses related to this subject.
English version by @angeljimenez.
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2 comments
latoniableggi320
Thanks for the detailed article.
alexanderaeywhitel
Thank you for highlighting such an important issue. Many companies still do not understand the importance of press releases in building public relations. Even small companies must know that ponies are part of the business ecosystem. It is necessary to declare yourself and defend your production process. By the way, Parkat has published a list of the best publications for press releases. I think that many marketers will need this information. Press releases have been forgotten for years because many young professionals believe that social networks are the main communication channel. But they are greatly mistaken.