Press release

Press release: the tool that makes your business turn news

The press release is a text directed to journalists, whose purpose is to publicize launches, good corporate practices, products or events. Such a tool is of essential use for press advisors, who bridge the gap between business and the media.

As we are always ready to contribute to the growth of our readers, through professional indications that involve texts, we will show in this post how you can write a good release and get your business to be spread by influential communication professionals.

Think like the journalist

The purpose of a press release is to grab the attention of the press, so we have to think with the head of the journalist, that is: what really has the potential to be published?

So, never let the journalist think that you are writing just to promote your product, because you will never get free publicity. So, the secret is to highlight a novelty, a curious and shocking subject. In other words, something that really catches the public’s interest in the communication vehicle to which it is addressing.

  1. Write according to vehicle
    To become news, the release must be adapted. For example, an event like the “São Paulo Boat Show” is well restricted to the public interested in water transportation.

In this case, for a magazine whose readers have high purchasing power, one can highlight what is new and luxurious in terms of boats. Already for a magazine linked to sustainability, should write, for example, a release that presents the manufacture of jet skis with recycled material or novelties such as electric motorcycle water, which does not pollute the sea.

  1. Link to current topics
    Look for a strong hook. The media is based on the issues of the moment. You will have a much better chance of getting space if you can relate your product to the movie that is on, to some controversial theme of the novel, to news of the present time …

Exemplifying what we said above: it happened that on the same day that it was announced that the airlines would charge an extra fee for checked baggage, a personal organizer sent a release talking about the art of putting in the carryall all that is needed for a long trip. Soon she was invited to interview for women’s magazines and newspaper supplements. It was the right time to release the release of that service.

  1. Understand the release structure
    Every day, journalists’ e-mail boxes are filled with such texts. So, already in the subject of the email show the relevance of what you offer, as something useful and unheard of.

When opening the email, the journalist will come across the release, and our challenge is to make him, even running against time and with dozens of news to read, be attracted and read our text until the Last.


A good release starts with a good title, so it really catches the eye. The title should be direct and informative. Therefore, it is best to avoid sentences that are too long.

Use phrases in the active voice, with nouns and verbs and preferably in the present tense, as in the example: “New technology revolutionizes the treatment of diabetes.”

Choose the most relevant keyword that conveys the most important information. The following title, sent by USP, highlights the term “quality of life”, which is of public interest and journalistic: “Quality of life: Researchers publish a study on the largest cities in the State.”

Lead and Body Text

The first paragraph should correspond to the journalistic lead. It contains the most important information and answers the four initial questions: Who? What? When? At where?

Already the second, should bring extra information, answering the questions: how and why?

The next few paragraphs can bring more explanation and deepen the content. Include relevant data and statistics. You can enter the phrase said by a company representative. In this case, what is important is that it is a statement that really adds something to the text – and not just to give visibility to the advisor.


Finish with a succinct conclusion. Briefly retake the main idea of the release and then end it with a phrase that encourages the journalist to learn more about the topic and see it as a potential agenda.

Company Description

After completion, include a paragraph with a brief presentation about the company – this is the ideal time. Describe your work, its main characteristics and put some highlights: how long you’ve been in the market, if you’ve already won a prize … It’s interesting to separate this paragraph from the body of the text, with a larger space between the paragraphs and the company name in bold.

At the end, enter the contact of the person in charge, in case the journalist wants to clarify any questions or even make an appointment. Demonstrate readiness to submit additional information and clarify any doubts.

  1. Maintain the textual style of the release

The release follows the writing rules of journalism. The text should be as objective and concise as possible. Remember that the journalist receives dozens of releases a day and will not read texts that are unclear, are not well written or are too long.

Usually, the size is one page. So, prefer the simple, colloquial style with short paragraphs and sentences. Write in third person.

Do not use the advertising style – it’s of the utmost importance that, as we explained before, the text does not give you the feeling that you are using the vehicle to promote your business for free, but that you really do offer something with the potential to be news that interests the public.

The more your journal is suitable for the journalistic format, the easier it will be for the newspaper editor to edit and use it in a grade or grade.

Sometimes the release is published in full or with minor changes, but the main objective is to draw attention to the issue and get journalists to talk about it and set up an interview.

Bonus: Tips for your release to become agenda

  1. Know the timing

Do not send the text on Friday, at the weekend, or on Monday morning. These days, the journalists’ email box is full and their message is unlikely to go unnoticed. On other days, avoid posting after 5:00 PM, when the daily newspaper closes.

  1. Send in hidden copy

Thus, you guarantee that whoever receives will not see that the same email was sent to the competitor and several other essays.

  1. Research the editorial line

Get to know the positioning of the vehicle and the professional to adapt your release and approach the chosen theme in an appropriate way.

  1. Enter “character”

One of the main challenges to find “characters”, as journalists call ordinary people who experience or witness a situation.

For example, if your release speaks of a company that provides school support for children with special needs, in the release itself, you can put a parent’s statement (with prior authorization), telling you that after hiring the service, your son at school. Thus, in making an article about school inclusion, the journalist knows that there is an alternative that can become a case and a family that can serve as an example.

A well written release makes all the difference to give visibility to your product, event or company. The Written World offers help to review and make your text even more attractive, click here and get to know our work.

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