Press release: 10 keys to generating interest
Posted: Tue Jan 21, 2025 4:26 am
Writing a news story, describing an event or communicating information involves a host of elements that must be taken care of in order to get the message across to recipients in the clearest and most practical way. Increasingly, marketing agencies and well-known companies have discovered that press releases are a better way to position their brand and strengthen ties with the media.
Have you ever wondered: What is the best format for a press release?
Journalist Violeta Villar Liste, head of information for the oldest newspaper in Venezuela, EL IMPULSO, stressed that the content of a press release is official or institutional, therefore, it must be vk database as clear as possible, following the rules of the inverted pyramid (from greatest to least importance) to facilitate quick reading by media editors and the general public. “From the title and the first paragraphs, the news meaning of the release must be captured, otherwise, it could end up in the trash, virtual or real.”
When asked how to structure a press release, the journalist stressed that it is essential to develop ideas and prioritize them, which will allow the writing to be more fluid and in line with the stated objectives.
10 keys to generating interest in your press release
1. Although all official or institutional information has an intention, it is necessary to avoid the propagandistic sense of writing. It must, in all its dimensions, be read as news and not as advertising. This goes from the title to the end of the text .
2. It is always advisable to provide figures and new elements that encourage the editor to include it as media material.
3. Excellent writing and spelling. A poorly written text runs the risk of being edited in a way that does not respect the original meaning of the communication. In the case of spelling, it can denote a lack of seriousness.
4. Avoid expressions: Very urgent, to be published immediately… Remember that the editor has the discretion to prioritize the order of the notes that will be scheduled by the media.
5. If the release requires photography, it must be of excellent quality and with the corresponding credits. You must be very careful with the use of photographic material as it could generate legal problems if it does not have the corresponding permissions from the author. To do this, we recommend that you check out 5 alternative pages to find Creative Commons photos.
6. It is always necessary to accompany the communication with the details of the person who wrote it and contact telephone numbers. Even if it has the image of the institution at the bottom of the signature, it is preferable to give it greater professionalism.
7. When writing a press release, it is essential to use formal language because it is also neutral information, adaptable to different print and digital media. It is an agency-style writing that should not introduce stylistic elements foreign to the medium. When the writing is neutral, it is easier for the editor (if he so wishes) to incorporate variations and even publish it as sent by the original source, granting institutional credit.
8. Write with enthusiasm. No matter how institutional and serious the communication is, don't forget that emotions capture the attention of the interlocutors. In this context, insert phrases into the text that encourage readers to learn a little more about the institution, company or brand.
9. Once you have finished the text, check that the 5 WHs are perfectly clear in your writing: what, who, when, where, why and how.
10. Reach out to editors. When you send your press release, encourage contact with the editors of the media and explain to them the importance of the text you sent. This, in addition to opening up an important space for its prompt publication, will allow you to build a community with your colleagues.
Have you ever wondered: What is the best format for a press release?
Journalist Violeta Villar Liste, head of information for the oldest newspaper in Venezuela, EL IMPULSO, stressed that the content of a press release is official or institutional, therefore, it must be vk database as clear as possible, following the rules of the inverted pyramid (from greatest to least importance) to facilitate quick reading by media editors and the general public. “From the title and the first paragraphs, the news meaning of the release must be captured, otherwise, it could end up in the trash, virtual or real.”
When asked how to structure a press release, the journalist stressed that it is essential to develop ideas and prioritize them, which will allow the writing to be more fluid and in line with the stated objectives.
10 keys to generating interest in your press release
1. Although all official or institutional information has an intention, it is necessary to avoid the propagandistic sense of writing. It must, in all its dimensions, be read as news and not as advertising. This goes from the title to the end of the text .
2. It is always advisable to provide figures and new elements that encourage the editor to include it as media material.
3. Excellent writing and spelling. A poorly written text runs the risk of being edited in a way that does not respect the original meaning of the communication. In the case of spelling, it can denote a lack of seriousness.
4. Avoid expressions: Very urgent, to be published immediately… Remember that the editor has the discretion to prioritize the order of the notes that will be scheduled by the media.
5. If the release requires photography, it must be of excellent quality and with the corresponding credits. You must be very careful with the use of photographic material as it could generate legal problems if it does not have the corresponding permissions from the author. To do this, we recommend that you check out 5 alternative pages to find Creative Commons photos.
6. It is always necessary to accompany the communication with the details of the person who wrote it and contact telephone numbers. Even if it has the image of the institution at the bottom of the signature, it is preferable to give it greater professionalism.
7. When writing a press release, it is essential to use formal language because it is also neutral information, adaptable to different print and digital media. It is an agency-style writing that should not introduce stylistic elements foreign to the medium. When the writing is neutral, it is easier for the editor (if he so wishes) to incorporate variations and even publish it as sent by the original source, granting institutional credit.
8. Write with enthusiasm. No matter how institutional and serious the communication is, don't forget that emotions capture the attention of the interlocutors. In this context, insert phrases into the text that encourage readers to learn a little more about the institution, company or brand.
9. Once you have finished the text, check that the 5 WHs are perfectly clear in your writing: what, who, when, where, why and how.
10. Reach out to editors. When you send your press release, encourage contact with the editors of the media and explain to them the importance of the text you sent. This, in addition to opening up an important space for its prompt publication, will allow you to build a community with your colleagues.