A press release is a key tool for increasing the visibility of a company, project, or brand. It serves as an excellent means of communication with the press and a broad audience. Through it, you can concisely and effectively convey important information about an event, product, or service. A well-crafted press release helps attract media attention and pique their interest in publishing your material.

Here are the main steps and tips for creating an effective press release:

1. Headline – Half the Success. Set the main message.

The headline should be short, clear, and captivating. It must immediately grab the interest of journalists and readers. Ensure that the headline reflects the essence of the press release and includes key words that will help identify its content.

2. Lead – Key Information. Here we elaborate on the information from the headline.

In today’s world, readers won’t spend time on long texts. If the news is buried at the end of the text, there is a significant risk that the audience will skim through it. The first paragraph (lead) is the most important. It should answer the five basic questions: who, what, when, where, and why. This helps journalists quickly understand the subject and assess the importance of the news.

3. Expanding the Topic.

Next, detail the information provided in the lead. You can mention the context of the event, provide key data, and include quotes from company representatives or event participants/experts. It’s important to maintain a logical structure and avoid unnecessary information.

If the press release is about a company or project, you can describe how the idea originated, the challenges faced, and how success was achieved.

4. Details, Details, Details

If you have statistics or research results, be sure to include them. Journalists often look for factual data to support their articles. Additionally, factual data will make the press release more substantial.

5. Conclusion and Contact Information

In the conclusion, briefly summarize the key points and indicate what the reader can do next (e.g., how to get more information or contact you). Be sure to include contact details, including phone number and e-mail/website.

6. Relevance and Timeliness

The press release should be relevant and sent at the right time. Pay attention to the timing of your submission. If the news field is occupied by major/governmental/global events, it might be better to wait. Also, if it’s an announcement, send it in advance so journalists have time to prepare the publication. Consider the publication’s specific focus and audience.

Certainly, each press secretary and PR professional has their own style, but I have outlined the most basic and key recommendations. May all your newsworthy topics be noticed and published.