Press release

What it means

A press release is a short text in which a company informs the media of news, such as a new product, results, an investment, an award or a change in personnel. It is written so that a journalist can use it directly or with minor edits as the basis for their own article.

It is one of the basic tools of public relations. The key information, meaning who, what, when, where and why, goes in the first paragraph, followed by details and a quote from a spokesperson or management. Contact details for the person who will answer journalists' questions come at the end.

A press release differs from advertising in that it delivers news rather than a sales pitch. Journalists receive many releases every day and pick those that are interesting to their readers, timely and backed by facts. Overly promotional language lowers the chance of publication.

How it works in practice

A good press release has a precise headline, a short lead and usually runs to no more than one page. Concrete figures, context explaining why the news matters and good-quality downloadable photos all help. It is best sent in a targeted way to journalists who cover the topic.

Media coverage raises brand awareness and the company's credibility. If the outlet also includes a link to the website, it contributes to link building, which helps SEO. The release should also be published in the press section of the company's own website.

When something goes wrong, the press release becomes part of crisis communication. At such moments speed, truthfulness and a consistent message matter. Templates prepared in advance and a designated spokesperson help the company respond calmly and factually even under pressure.

What to watch out for

For listed companies and firms with investors, information on results or transactions may be subject to disclosure rules and the ban on misuse of inside information. The timing and content of such releases must therefore be aligned with legal and financial obligations.

Published data should be true and verifiable, because inaccuracies spread and are hard to correct. If a release quotes figures, such as the number of clients or revenue growth, they should match what the company states elsewhere, for example in its annual report.