How to write a press release for the media and the public

The basic rules on how to write an effective press release. Easy practical advice to focus on traditional and digital media and the target audience, with an essential PR tool

Find out how to exploit the potential of a PR tool that has been able to cross the different 'eras' of communication. In this article we deepen how to write a press release for the web and beyond, so that it brings added value and visibility to your business and your business.

Writing a press release: how and why?

Is it still important today to know a pre-digital tool like the press release? The answer is yes and it is motivated by the definition of a press release : it is a content designed to inform the media about economic, social, cultural news etc. made by operators in the various sectors.

Structuring a good press release and distributing it correctly therefore helps to promote itself through the means of communication (press, radio, TV, social networks, web etc.) to convey information to its public and potential customers and to increase engagement .

Here are some examples of the context in which the press release is the ideal tool for communicating with the media and audience :

1.       Launch of a new product, or service

2.       Organization of a corporate event, or public

3.       Graphic restyling of the website, or new features

How to write a press release in 5 points

Like advertising content , press releases should also meet some specific rules. Let's see in practice how to create a press release that hits the center, communicating effectively and hitting the target audience. Here are the rules for writing it correctly in 5 steps:

Select the topic , focus on who you are addressing and break down the content into blocks that answer the key questions: what, when, where and why. The answers must be in evidence and positioned in prominent points of the release, improving the user experience of the reader.

Choose the right template : the graphic logo design is not only an accessory that makes the content more pleasant, it is often also functional to the organization of the text. On the net you will find many free resources where you can download different models for press releases.

Write a concise and captivating title : in one line you will have to be able to attract attention and synthesize the content.

Provide the answers in the body of the text : this is where you answer questions that may interest the audience and that you 'sell' your story. Do not forget to close the press release with the date and above all with the contact references for more details: mobile phone, website, social account ...

Find the right distribution channels : this is a key step, because a good press release sent to the wrong audience is doomed to failure. Select local and national contacts who may be involved in the topic; organizes lists divided between traditional media (print, TV, radio) and new media (sites, blogs etc.); find online channels for the publication of press releases.

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