Press Release

Also called: communiqué or press release

A press release is a written message distributed by an agency to news media with the intention of having the content published by those media outlets. The purpose of press releases is usually to create interest among or convince the public. Before an editorial takes over a press release, the message will have to have news value.

Press releases are written from the perspective of the sender. The sender has an interest in publishing the press release and therefore the content will not necessarily be objective and complete. Editors will weigh whether a press release has news value for their publication. If a press release is picked up, editors will usually process it into their own article, adding context based on their own sources.

The distribution of a press release is generally done via e-mail and the sender's official website. Sometimes fax is also still used. Many organizations have a set mailing list of media contacts for press releases.

Advertising packaged as news

The attention a press release can generate is an example of free publicity.

Big advantage of this form of free publicity is that media have a wide reach and newspapers, websites, radio and TV have a certain authority. Thus, they help give weight to the message of the press release.

The message, which often needs to incite action, will receive more attention and be more persuasive in the form of a news release than as, say, an advertisement. Think of a press release about the launch of a new message, an automobile manufacturer's recall or notification of a missing person.

Getting a press release published is not always easy. Especially with large newspapers, radio and television, there will really have to be newsworthiness and the style of the message also plays an important role in the selection by editors.

Writing a press release

There are several theories about the proper form for a successful press release.

As with many texts, the most important information should be at the beginning of the press release. Usually the first sentence answers the questions "who?", "what?", "where?" and "when?" A brief introduction makes it clear to the reader what the news event is.

The following paragraphs elaborate on the message ("how?" and "why?"). Important for the style is to determine what the target audience of the press release is. For example, consider language (especially technical terms) and whether certain terms require additional explanation. A local association for pigeon fanciers will have to apply a different style to the local paper than in a national pigeon magazine.

At the top of the message, the headline "Press Release" should be clearly stated. At the end of the message, a short piece of text (also called boilerplate) often provides background information about the company and any products/services. Any comments and contact information are preceded by the headline "note to editors.

Press releases and the Internet

Distributing press releases to online media often has another purpose - link building. If a news article includes a link to a website, this contributes to the website's findability in search engines. Therefore, always make sure that relevant websites are clearly mentioned in press releases.