How to Structure an Effective and Engaging Press Release

Introduction

Writing a powerful press release is a strategic exercise. Whether you are a startup, an SME, or a large corporation, the way you present your message plays a key role in capturing journalists’ attention and generating media coverage.

This step-by-step guide will help you craft a press release that is clear, professional, and aligned with media expectations.

Why Good Press Release Writing Matters

A press release is not just about promoting your company. It must deliver relevant and newsworthy information, designed to interest both journalists and their audience.

To achieve this:

• Highlight what makes your announcement unique or innovative.

• Support your claims with concrete data (figures, studies, statistics).

• Place your announcement in the context of your industry.

Best Practices to Capture Media Attention

• Be concise and precise: keep it to one page, max one and a half.

• Use clear language: avoid jargon, especially for mainstream media.

• Get straight to the point: every sentence should add value.

• Provide verifiable data: figures, sources, and credible references.

The Ideal Press Release Structure

A strong press release follows 7 key elements:

1. The Headline
   Short, catchy, and informative. It should spark curiosity and also work as the subject line in your email.

2. The Lead (Introduction)
   In 2–4 lines, summarize the essentials:
   Who is communicating? What? Why now?

3. The First Section
   Go straight to the facts using the 5W rule (What, Why, Who, When, Where).

4. Quotes
   Include one or two quotes from key people (executives, experts, partners) to humanize your message.

5. The Second Section
   Provide perspective: what are the implications for your market? What are your company’s ambitions?

6. Visuals
   Add a secure link (WeTransfer, Dropbox, etc.) to HD photos or videos that illustrate your press release.

7. Press Contacts
   Clearly mention a contact name, phone number, and email address.

8. About Section
   Briefly present your company: background, activities, and key figures. This section is particularly useful for journalists.

Adapting the Press Release to Your News

The tone and structure of your press release should vary depending on the type of announcement:

• Product or service launch

• Event announcement

• Study or report publication

• New partnership or fundraising round

• Appointment or award

• Opening a new office or relocation

Conclusion

A well-structured press release is a powerful tool to generate visibility and secure media coverage. By applying these best practices and tailoring the format to your news, you maximize your chances of winning journalists’ attention and reaching your target audience effectively.