The Press Release

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:

 

1. Product Launch – New products or services
2. Event Announcement – Conferences, festivals, webinars
3. Company News – Mergers, hiring, expansions
4. Crisis Communication – Company responses or clarifications
5. Awards and Recognition – Winning or being nominated
6. Partnerships/Collaborations – Joint ventures or alliances
7. 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:

Tone: Formal, objective, concise

Tense: Usually present simple and passive voice

Style Features:

• 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

Headline:

LaSalle University Launches Green Campus Initiative to Cut Emissions by 40%

Lead:

CANCUN, Mexico – May 19, 2025 – LaSalle University has announced the launch of a sustainability program aimed at significantly reducing its carbon footprint over the next five years.

 

📌 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.

 

Quiz of the press release: 

https://www.magicform.app/q/press-release-essentials-quiz-uqh