A good press release is an important tool for communicating with the media and, consequently, with our target audience. Below, we highlight some key elements of a good press release.

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1. Interesting, Attractive, and Concise Headline

In the flood of news, online content, and distractions, many recipients and potential readers only read the headline. If it doesn’t catch their attention, they won’t give the story a chance to impress them with its content, which is written in the body of the press release. Therefore, it’s crucial to create an interesting, informative, attractive, and concise headline, which—if possible—should include the key word of the press release or the news you want to share with the public. Despite the competition for attention, be careful not to use sensationalist headlines or headlines that are not connected to the content communicated further in the release.

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2. Place and Date of the Press Release

For the relevance and contextualization of the press release, it is important to state the place and date at the beginning of the introductory paragraph. The timing of sending the press release is also important—send it promptly when the event being communicated occurs, not a month later, as a delayed release won’t be relevant for you or the journalistic editorial offices you are addressing.

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3. Brief but Engaging Introductory Paragraph

In the introductory paragraph, answer the key questions or provide the key information to the recipient: who, what, when, where, and why. The introduction should be brief but engaging enough to encourage the reader to continue reading.

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4. Clear and Concise Body Without Unnecessary Information

When preparing a press release, focus on the core topic of the press release and emphasize the main message(s) at strategic points, while omitting unnecessary details and information that are not crucial. Expand only on the details that support your story. If possible, include quotes from key individuals to add credibility and a personal touch to the release. The structure of the press release should be clear and logical, with each paragraph supporting the core topic of the release.

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5. Visual and Other Multimedia Elements

Attach at least one photograph to the press release, ensuring it is of good quality and relevant to the message being communicated. If you are including multiple multimedia elements or a larger number of photos, it is advisable to upload them to the cloud and send the recipients a link through which they can access the files.

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You can also add audio content tailored for radio broadcasting. We’ve already written on our blog about how to prepare a press release for radio.

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