FOUR PRESS RELEASE TEMPLATES THAT WORK

In the day-to-day work of any press office, not every release starts from scratch. Although every story has its own approach, the truth is that most press releases follow recognisable structures. Knowing these models can speed up the work and help to fine-tune the message to what the media are really interested in.

These are four of the most common formats:

1. Launch statement

It is probably the most recognisable. It is used to introduce something new: a product, a service, a brand or even an initiative. Its key is to quickly answer the question “why should the reader care about this now? Beyond describing what is being launched, the media value the context: what problem it solves, what trend it addresses or what differentiates it from what already exists. Here it works especially well to rely on data, comparisons or market insights that reinforce relevance.

2. Corporate or earnings statement

Very common in companies with a long track record, this type of note focuses on figures: turnover, growth, expansion, milestones... The risk is that it sounds too promotional or too internal. For this reason, for some time now, communication manuals have recommended accompanying the data with a sectoral reading. In other words, do not just say “we have grown by X%”, but explain what this growth means in the context of the market. When done well, this type of communication can be of interest to both the economic and general media.

3. Position statement or platform

Here, the company does not announce something new, but rather takes the floor on a topical issue. It can be a regulatory change, a trend or a contextual situation (economic, social, technological...). It is usually signed by a spokesperson and functions as a platform. It is a particularly useful format for building authority and build relationships with journalists, as long as the content contributes to the actual analysis and is not limited to a corporate discourse. The clearer and more useful the approach, the more likely it is to fit in with the media.

4. Case report or story

Increasingly present, this model focuses on telling a specific story: a project, a client, a success story or a unique situation. Compared to other more informative formats, the hook here lies in the narrative. The media value this type of content more when it has a human, differential or visual component. Well thought out, it can work both in business and consumer or lifestyle sections, depending on the approach.

In practice, these four models are not separate compartments. Many briefs combine elements of several: a pitch with market data, a tribune supported by a real case... But having these basic structures clear allows better decisions to be made from the outset.

Because, in the end, it's not about telling something in a generic way, you have to convey the message thinking about what each medium (and its readers) expect to receive.