Press Contact in a Press Release: Mistakes to Avoid and Best Practices

The press contact section is often placed at the end of a press release… yet it plays a crucial role in the success of your communication. This section allows journalists to quickly obtain additional information, arrange interviews, or verify key details.

Poorly written, it can slow down media work and reduce the impact of your press release. Well-crafted, it becomes a strategic asset.

What is a Press Contact?

The press contact section identifies the person(s) to reach for any inquiries related to the press release.
It reassures journalists that they can quickly obtain responses from a competent contact.
A clear and precise press contact strengthens your press release’s credibility and reflects your organization’s professionalism.

Who Should Be Listed as a Press Contact?

First rule: avoid listing the CEO or company president directly.
In small companies, this practice is common but counterproductive: executives are rarely available for urgent media requests.

The ideal press contact is:

• Communications manager or press officer

• PR or marketing officer

• In small teams, an executive assistant trained in media interactions

If multiple organizations are involved (merger, partnership, joint event), provide several press contacts. This allows journalists to choose the most relevant contact for their needs.
When working with a communications agency, specify both an agency contact and an internal company contact.

How to Structure an Effective Press Contact

Even if brief, this section must be clear, precise, and useful. Essential elements include:

• Full Name – a clearly identified person, not just “Communications Department”

• Professional Email – preferably personal (e.g., firstname.lastname@company.com). Generic addresses are possible but include a reference name.

• Phone Number – highly recommended for urgent inquiries

The Strategic Importance of a Press Contact

Never underestimate the strategic value of this section. A complete and relevant press contact:

• Facilitates journalists’ work

• Enhances your credibility

• Increases the likelihood of your press release being picked up by the media

Summary: Choose the right person, provide all necessary information, and ensure the contact is available and competent.

Pro Tip (Clipse Africa): Keep a standardized press contact template in your communication guidelines to ensure consistency and professionalism across all press releases.