Contents
- What is a press release?
- Types of press releases
- Structure of a press release
- Key elements of a press release
What is a press release?
A press release is a specialized information document created by a company for distribution among the media. The main task of a press release is to present news in a way that piques the interest of journalists and encourages them to further disseminate the information. As representatives of editorial offices assert, a press release serves as "bait" for future materials, providing journalists with a trigger for creating their own publications.
Press releases play an important role in PR strategies, helping businesses gain media mentions. This allows companies not only to attract the attention of a new audience but also to remind existing customers of themselves, which, in turn, contributes to increased recognition and reputation management. An effective press release should offer journalists interesting and compelling news hooks, such as large-scale social initiatives that help shape a positive image of a company that cares about the community.
Types of press releases
Press releases can be classified into three main types based on their publication goals:
- Announcing press releases: Contain information about upcoming events, such as activities or conferences. Their main goal is to attract the attention of journalists and invite them to the event.
- Informative press releases: Describe the successes or innovations of the company. They are aimed at a broad audience and help shape a positive image.
- Official press releases: Reflect the company's position on current issues and help manage its reputation. They are usually published in response to certain events or crises.
Sometimes informative press releases can take the form of post-releases, which summarize past events.
Structure of a press release
When writing a press release, the inverted pyramid principle is used, where the most important information is presented at the beginning, and less significant information comes at the end. This immediately captures the attention of journalists and facilitates text editing. The classic structure of a press release includes:
- Headline;
- Lead;
- Main body;
- Company background;
- Date;
- Contact information.
Key elements of a press release
Headline
The headline is the first thing a journalist will see, and it should immediately convey the essence of the event. A well-written headline has the power to attract attention and compel a journalist to open the press release.
Lead
The lead is a brief first paragraph that contains the main information about the event. It answers the key questions: who, what, when, why, and should be written in an inverted pyramid format.
Main body
The main body of the press release elaborates on the information about the event, following the same inverted pyramid principle. Here, quotes and comments from key participants in the event can also be included to make the text more lively and engaging.
Company background
This section provides additional data about the company, including its business profile, historical background, and market indicators.
Date and contact information
The date helps determine the relevance of the information, while contact information allows journalists to quickly reach out to company representatives for additional comments.