The basic ingredients of a press release

la struttura di un comunicato

The press release is one of the most useful tools in PR and Media Relations. Contrary to what is stated in some contexts (where it is stated - superficially -, "The press release is dead."), this document remains one of the most effective ways to transfer information to the media. 

However, for a press release to be truly useful and have an impact, it must be structured correctly and contain the essential ingredients. 

In this article, we will explore in detail what these elements are and how to use them to maximize the visibility and relevance of a news story.

What is a press release and why is it important

A press release is a document that a company, organization, or agency sends to the media to announce news, promote an event, or communicate relevant updates about a brand (or personal brand). It is not simply an informational text, but a bridge between the brand and journalists, designed to capture attention and provide media-friendly insights.

A good press release must:

  • Immediately capture the journalist's attention with clear and functional information
  • Meet the criteria of newsworthiness, relevance and topicality.
  • Offer useful and verified content.
  • Avoid excessive self-referentiality, focusing instead on usefulness to the end reader.

In an environment where the flow of information is constant and time is limited, the press release must be a clear document in terms of content: focus on the news, to avoid a scattering of attention.

The key elements of a press release

1. Title

The headline is the first element a journalist reads. It must be clear, direct, and able to summarize the main news story in a few words.

  • Effective example: "New appointments: X Y is the new country manager of company Z."

A well-constructed headline grabs attention and invites the reporter to read the rest of the release. Avoid being too general or overly long: instead, aim for a direct message that highlights the most interesting element of the news story.

2. Subtitle

The subtitle complements the title and serves to provide additional detail, adding depth and context.

  • Effective example: "Company Z expands its leadership to aim for international expansion."

The subtitle is particularly useful for clarifying or elaborating on the content of the headline, helping the reader to immediately understand the value of the news.

3. The first paragraph

The first paragraph is perhaps the most important part of the statement. It must immediately answer the main questions: Who, what, where, when and why.

For example:

"Milan, Jan. 16, 2025 - Z Company today announced the appointment of X Y as its new country manager for Italy. The choice is part of a growth strategy aimed at consolidating the brand's presence in the European market."

This paragraph is crucial to capture the journalist's initial interest and provide clear context right away.

4. Body of the text

The body of the text is the heart of the statement and must:

  • Delve into the details of the news.
  • Add context, data and relevant information.
  • Support credibility through citations, numbers or authoritative references.

A logical structure of the text might include:

  • Second paragraph: detail on the news or initiative, with any numbers and information demonstrating relevance.
  • Third paragraph: quotes from key people (e.g., CEO, manager).

"X Y, CEO of Z, said, 'We are excited to welcome X Y to our team. His experience will be instrumental in meeting market challenges and consolidating our leadership.'"

A key aspect in the body of the text is narrative coherence. 

Each paragraph should follow a logic that takes the reader toward a deeper understanding of the news. For example, if you are announcing an event, it is useful to include details such as date, location, expected attendees and objectives. If it is a product launch, it is important to describe its distinctive features and added value to the market.

An additional tip is to use hard data to support claims. Numbers, statistics and results can make the news more tangible and credible in the eyes of the media.

5. Conclusion

The conclusion of the statement should summarize the main points and leave a clear message about the future. For example, it could highlight the company's next steps or emphasize the benefits of a project that has just begun.

"This appointment is a key step in our growth strategy, and we are confident that it will help strengthen our position in the industry."

6. Boilerplate

The boilerplate is a standard short description of the company, usually placed at the end of the release. It must include:

  • Founding year.
  • Main activities.
  • Relevant awards or recognition.
  • Concise but significant data.

"Founded in 2010, Z is a leading company in the X industry, with more than 500 employees and a presence in more than 20 countries."

The boilerplate is useful not only to provide context, but also to reinforce the company's credibility by emphasizing key elements such as leadership, innovation, and reliability. This standard paragraph should be updated regularly to include any new milestones or recognitions.

7. Contact

Always include references for further information: name, email, phone number and, if useful, links to website or social profiles. These details are essential to facilitate the journalist's work.

The mistakes to avoid

Even a good press release can lose effectiveness if it contains avoidable errors. Among the most common:

  1. Content too self-referential: The communiqué must focus on the value to the end reader and not just the company.
  2. Unverified or out-of-context data: Any information provided must be accurate and relevant.
  3. Excessive use of technicalities: unless the target audience is highly specialized, it is best to use simple and accessible language.
  4. Bombardment of information without logical structure: a disorganized statement is likely to confuse the reader.
  5. Sensationalist headlines: avoid exaggerating the impact of the news so as not to risk losing credibility.

An often underestimated mistake is not tailoring the statement to the target audience. 

For example, a statement addressed to local media should emphasize aspects relevant to that specific community.

Here is a summary diagram

Words for making connections

Writing an effective press release requires focus, clarity and a deep understanding of your intended audience. By following these principles and including all the key elements, you can create a document that not only informs, but captures interest and stimulates action.

In a world where the media receive hundreds of releases every day, the ability to stand out becomes essential. And this depends not only on the news you communicate, but also on how you tell it.

Applying a solid strategy when writing press releases is not just a matter of technique, but of vision. Every word must be designed to create connections and strengthen the brand's reputation. 


If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.

We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.

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