Il press release is a text that is a communication tool for companies and is used to inform and promote the company’s products or services outside the company by means of the press.
It is an update document on company activities that in most cases is sent to newspapers, print and web magazine editorial offices, which once received can decide whether or not they find the news enclosed within the press release interesting.
Writing a effective press release , direct and clear is therefore essential to gain media coverage and thus be able to reach new customers as well.

Here are the top 10 steps to be able to write an effective press release

  1. Before writing a press release make sure you have an interesting story and figure out how to make it exciting for the media.
  2. Don’t forget the classic journalistic rules and answer the questions:who, what, where, when and why following the traditional 5W pattern.
  3. One of the golden rules is to write the communiqué in an “inverted pyramid”fashion by always putting the most relevant information at the top.
  4. The headline is critical to capture the attention of journalists:write a catchy headline that quickly summarizes the news.
  5. Write an introduction and try to summarize the news in the spaces devoted to the subheading or summary.
  6. Write the statement clearly and simply, avoiding too many technical terms to make the message we want to communicate immediate.
  7. A good rule of thumb is to include statements and quotes from the company’s key players to add a touch of authenticity and direct contact between the company, journalists and prospective clients.
  8. Within the press release, contact information should never be missing so that journalists can contact the press office.
  9. Be concise, avoid dwelling on excessive unnecessary details that may only divert your interlocutor’s attention from your goal.
  10. Attach high-resolution media and make sure the press release is in a readable format, such as word or pdf.
Article by Francesca Caon, owner of CAON Public Relations, a communications and public relations agency in Milan, Italy.