understand what it is and how to structure one – WAU

The press release, also known as a press release or press release, is a tactic to publicize a company or even a marketing campaign.

When it comes to publicizing a company or even a marketing campaign, there are numerous strategies and tactics that can be used.

The press release is one of them.

This tool is a kind of business journalistic story (rest assured, as we will explain more below).

She is part of the press office, helping to spread her message through various communication vehicles, whether online or offline.

Imagine, for example, that a journalist is looking for new agendas that could become news.

There are days when several things happen. However, there are others that lack subjects to publish.

At these times, having a press release from a company can help fill the space of the communication vehicle and, at the same time, deliver interesting content to readers.

Now imagine that this journalist has the press release you sent. Your brand can become news and be known by many people!

In this post, we will explain in detail what a press release is, what is its structure and how it can be used in your communication strategy.

Read on to find out how to promote your work even more!

What is a press release?

The press release, also known as a press release or press release, is a journalistic story that deals with something new or a subject of interest to the public.

The subject of this release may be:

  • an event;
  • a blog or content portal launch;
  • a promotion;
  • a prize;
  • news about a product or service;
  • a partnership;
  • and so on.

The press release is usually written by a public relations professional. However, this is not a plastered rule.

One of the important points is that this article is sent to targeted members of the media, and not disseminated directly to the final public.

Thus, the journalist can publish in his press vehicle, be it a newspaper, a website, a blog, a radio station, television channel or social networks.

What can’t be missing in a press release?

The purpose of a press release is to pique the interest of a journalist or a media outlet.

For this, it must be written in news format and, obviously, it must bring a curious and flashy subject.

In other words, the central point is that the information must be of interest to the public of that medium, and not just of interest to the company itself.

And do you know what is the main element to attract the attention of both the journalist? A good title!

In addition, as in a story, it is important that the document answers the questions:

  • Who?
  • What?
  • Where?
  • When?
  • How?
  • Why?

Thus, the journalist can either publish the release in its entirety (which is less common) or produce his own story based on the information.

Press Release Model

Fill in your email and receive a free template to guide the creation of your press release:

How to structure a press release that attracts attention?


As we mentioned, the title is the part of the press release responsible for grabbing attention.

If it is bad, your chances of getting a publication are almost 0.

Remember that, before being read by the public, the material needs to get the attention of the journalists themselves.

These professionals read dozens or even hundreds of news every day.


Surprising and generating curiosity in a journalism professional is not an easy task.

To win this stage, create something that is eye-catching, interesting and curious.

Don’t make headlines too long: try to summarize your story in 1 sentence.

Plus, take advantage of Neil Patel’s 6 amazing tips for creating great titles.

Place and date

By journalistic standard, many press releases contain the date just after the title.

This helps media professionals to know that the material is new.

The date is accompanied by the location, which can be the address of the company that received the message.

For example:

São Paulo, March 1, 2018.

Lead or entry

The lead or entry is nothing more than a brief summary of the content.

In 3 or 4 lines, this small paragraph should summarize the information in the text.

It is very important to do it here.

That’s because this excerpt is used by the journalist to make an initial filter and decide if it is worth reading the rest of the story.

First paragraph

The 1st paragraph is the place where you will answer the four initial questions (who ?, what ?, where? And when?).

This part of the text should be captivating and arouse curiosity for the rest to be read.

Body text

The body of the text is the space in which the subject will be elaborated in more detail. Here you can answer the deeper questions (how? And why?).

To make the material richer, insert quotes from those in charge of the company.

For example:

If the press release is publicizing a marketing campaign, include a paragraph with the CMO’s testimony.

As a general guideline, keep sentences and paragraphs short and be objective in the content.


It is, of course, the final part of the press release.

To make a good conclusion, imagine that the journalist will jump from the introduction straight to this part (yes, it does!).

Therefore, the conclusion should also summarize the information in the body of the text.

In addition, take the opportunity to include some extra information that encourages the journalist to want to know more or even to do an interview.

About the company

After completing the text itself, it is worth including a paragraph with a brief presentation of the company.

Tell how the organization came about and briefly describe its main characteristics.


In this last space, insert the direct contact of the person responsible for the press office at your institution.

This will be useful if the media outlet wants to answer any questions or even develop other matters.

You may be interested in this other content!
Press kit: understand what it is and how to make a successful one

How and to whom to send the press release after it is done?

Once you have the completed press release in hand, it’s time to spread it out.

One of the most common mistakes made in this step is to trigger the release to a large and general email list.

In doing so, there is a high probability that your story will not be published anywhere.

Instead, choose to offer the material exclusively to media outlets that may be strategic partners.

Make it clear that they are receiving the material first hand and that the text was produced with their readers in mind.

With that, you have more chances not only to get the first report, but to open a door for future publications.

Finally, do not rule out the possibility of hiring a press office if your company has funds for this.

This type of partner usually has numerous contacts with journalists and vehicles, in addition to already having a relationship with them.

This increases the chances of having your press release released.

To make the title of your press release even more attractive, read the post “How to write impactful titles: discover the secret of this art”!

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