The
Press Release
🧩
What Is a Press Release?
Definition:
A press
release is an official written communication sent to media outlets to
announce something newsworthy—such as a product launch, event, partnership, or
achievement—on behalf of an organization.
Purposes:
- To inform the media and public
- To attract media coverage
- To control the narrative
- To support brand visibility and public image
🗞️
Why Are Press Releases Important in PR?
Press releases
are important in PR because they…
- help generate media attention for key events or
initiatives
- provide official, on-the-record statements
- serve as promotional tools
- contribute to building trust and credibility
- are useful for both reactive (crisis
communication) and proactive strategies
🧭
Types of Press Releases:
- Product Launch – New products or services
- Event Announcement – Conferences, festivals,
webinars
- Company News – Mergers, hiring, expansions
- Crisis Communication – Company responses or
clarifications
- Awards and Recognition – Winning or being
nominated
- Partnerships/Collaborations – Joint ventures
or alliances
- CSR Initiatives – Community projects,
sustainability actions
🧱
Structure of a Press Release:
Elements of a Press Release Format:
1. Company
Logo:
Placed at the top of the press release so journalists know who sent the
document.
2. Contact
Information (Optional):
You can then add company information such as its name, address, email, and
phone number.
3. Headline
and/or Subheadline:
The headline and subheadline are very important elements, so write them as if
they were part of a breaking news story. Make sure they grab attention, as they
might be the only parts a journalist reads.
4. Location
and Date:
Start the first paragraph with the company’s location, written in uppercase,
and the date of the release. If the company is in a well-known city, you don’t
need to include the state.
5. Lead
Paragraph:
This is the first and most important paragraph. It should summarize everything
you plan to develop in the following paragraphs. Along with the headline, this
might be the only paragraph a journalist reads, so it should answer all the
questions a reader might have about the story.
6. The
Story:
Develop your story in short paragraphs.
7. Company
Information (Boilerplate):
End the release by including information about the company.
8. A call to
action:
An expected
reaction by the reader.
9. Final
Note (Contact info):
Below the closing, the only thing you can include is a final note with your
company’s details such as the website, an email address, or a phone number so
the reader can get more information about the content of the release.
✍️
Language and Style:
- Avoid overuse of adjectives or promotional tone
- Include relevant figures, names, and dates
- Use action verbs
- Write in the third person
🧠
Example of a Headline & Lead
📌
Tips for Writing an Effective Press Release
- Keep it to one page
- Be newsworthy – focus on what makes the story
important
- Make the first paragraph count
- Include one or two quotable statements
- Provide contact info for follow-up
✅
Checklist for Press Release Evaluation
- Is the headline clear and engaging?
- Does the lead answer the 5Ws?
- Are there relevant facts and statistics?
- Is there at least one quote?
- Is the tone appropriate for a media audience?
- Is the boilerplate informative?
- Is the contact info complete?
📚
References (APA 7th Edition)
Bivins, T. H.
(2014). Public relations writing: The essentials of style and format
(8th ed.). McGraw-Hill Education.
Guth, D. W.,
& Marsh, C. (2016). Public relations: A values-driven approach (6th
ed.). Pearson Education.
Newsom, D.,
& Haynes, J. (2016). Public relations writing: Form and style (10th
ed.). Cengage Learning.
Smith, R. D.
(2020). Strategic planning for public relations (5th ed.). Routledge.
https://doi.org/10.4324/9780429286959
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public relations: Strategies and tactics (11th ed.). Pearson.
Associated
Press. (2022). The Associated Press stylebook 2022 and briefing on media law.
Basic Books.
