A press release is a powerful communication tool that helps journalists and media quickly and effectively pick up your message. Whether you're launching a new product, announcing an event, or sharing company news, a well-written press release increases the chance that your news will be picked up by relevant media. How do you write a press release that grabs attention and actually gets published? In this article, we’ll discuss what a press release is, when you should write one, and how to create an effective one.

What is a press release?

A press release is an article used by companies, organizations, or individuals to share newsworthy information with journalists and the media. The goal of a press release is to generate publicity and draw attention to a specific news item. Press releases are often used to announce new products, events, collaborations, or company developments.

When should you write a press release?

Journalists receive a flood of press releases every day. That’s why it’s crucial to be selective and first ask yourself: Is this news really worth sharing with the media? Although every change within your company may seem important to you, that doesn’t necessarily mean journalists or their audience will see it the same way. Below are some situations where a press release may be relevant:

• Product launches: when introducing a new product or service, especially if it’s an innovative one. 
• Mergers or collaborations: announcements about mergers, acquisitions, or strategic partnerships.
• Events: promotion of an important event or trade fair. If it’s a B2C event, these types of announcements are especially relevant for regional news outlets.
• Social involvement: initiatives in sustainability, charity, or community projects.

How to write a good press release?

An effective press release is clear and concise, with the most important information right in the first paragraph. It must adhere to some essential basic principles and follow a clear structure. The inverted pyramid is used: you start with the most relevant news and then move to the details.

Maintaining an objective tone is also crucial. Avoid overly promotional language and use clear, factual information, supported by numbers or quotes. Additionally, a press release should follow a clear structure. 

Step-by-step guide to writing a press release

1. Determine your newsworthiness 

Ask yourself why this news is interesting for the media and the public. Is it timely, relevant, and innovative? Think like a journalist: why does this news deserve attention?

2. Write an attention-grabbing headline 

Short, powerful, and informative. Use active words that spark curiosity. The headline should make it clear at a glance what the release is about. Avoid vague or overly commercial language.

3. Strong introduction 

The first paragraph is essential and should summarize the core of the release. Answer the "5 W's" (Who, What, Where, When, Why), and possibly How. This way, the journalist will immediately have a clear picture of the news and can assess whether it’s worth publishing.

4. Add a quote 

A good quote from an expert or involved person adds authority and humanity to the release. Make sure the quote is meaningful and conveys a clear vision or emotion.

5. Conclude with background information

This is a short company description where you briefly explain who you are and what you do. You can also add links to additional resources or your website.

6. Provide clear contact details

Make sure journalists can easily contact you for more information. Be sure to include your name, email, and phone number.

7. Check and send at the right time

Avoid, for example, Friday afternoons when journalists are often already focused on the weekend. Also, Monday mornings, a time when they are usually overwhelmed with news, are best avoided. 

How do you make sure your press release stands out?

In addition to strong structure and content, your press release needs to be distinctive. Journalists receive countless press releases daily. Use a clear and accessible writing style. Avoid jargon and ensure your message is understandable to everyone. Add an image if possible to make your release more engaging. A quote from an expert or key figure can add credibility to your press release. Make sure this quote is not too general, but truly adds value to the news. Good timing is also important: send your press release at a strategic moment, such as just before an important event or on a day when the news isn’t flooded with other major announcements.

With these guidelines in mind, you increase the chances that your press release will actually be picked up and published. Good luck!