A press release It is one of the most effective instruments to improve the visibility of a company, project or organization. Well written and distributed at the right time, can help you position yourself in relevant media, connect with your audience and build your brand reputation.
At Agua y Sal Comunicación we work on press office as a strategic service to generate impact in the media and provide informative value from rigor and opportunity.
What is a press release?
A press release It is an informative document that an organization sends to the media with the objective of publicizing news., relevant event or initiative. It is written with a journalistic approach and must offer content of general interest, non-advertising.
This format is commonly used by communication departments y communication agencies to generate appearances in the written press, digital media, radio or television without resorting to advertising.
Why is it important to send press releases?
Having a press office that works professionally on press releases allows you:
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Improve the visibility of your company or organization in relevant media.
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Position yourself as an expert source in your sector.
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Increase your reputation and public notoriety.
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Spread valuable information for free, without the need to invest in ads.
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Generate interview opportunities, reports or collaborations.
Besides, you contribute to improving the information ecosystem, offering rigorous content, proven and useful for society.
Who writes a press release?
A press release must be written by communication professionals with experience in journalistic language and knowledge of how the media works.. In Water and Salt Communication, Our team specialized in press offices is responsible for:
Write with an informative approach, objective and attractive.
Adapt the message to the tone and format of the different media.
Coordinate shipping and follow-up with journalists and newsrooms.
Identify strategic information opportunities.
Circulate the press release with your own contacts who we know may be interested in that information..
A good press release must have:
- Informative and direct headline that summarizes the news.
- Introduction or lead with the most important thing in two or three lines.
- Body of the news with clear development (that, who, when, where, how and why).
- Quotes from spokespersons that provide vision or reinforce the message.
- Verifiable data and context to locate the information.
- Contact information and, whenever possible, graphic or audiovisual material
Good practices in writing press releases
- Use clear and professional language, without unnecessary technicalities.
- Provide informative value, not advertising.
- Be brief: between 300 y 600 words are usually enough.
- Adapt the note to the interests of each media or journalist.
- Send the content accompanied by a personalized email.
Common mistakes you should avoid
- Write as if it were an advertisement.
- Using empty adjectives like “revolutionary” or “unique” without evidence.
- Send the note in closed formats such as PDF without accessible text.
- Not responding in time if a media shows interest.
- Saturate the media with irrelevant communications.
real cases: How we work on press releases at Agua y Sal Comunicación
At Agua y Sal Comunicación we manage press offices for entities such as the COLLEGE OF ROAD ENGINEERS, Canals and Ports of the Valencian Community, ARRIVAL (Association of Aggregate Companies of the Valencian Community)
o Open (Valencian Association of Companies in the Energy Sector).
In key situations such as DANA in Valencia or the national blackout, Our press releases allowed their expert voices to be present in regional and national media, generating trust and providing solutions.
These experiences show that, when there is valuable information and it is communicated well, the media responds. It is one of the most effective tools within a communication strategy for companies., institutions and projects with impact.
At Agua y Sal Comunicación we can help you identify what to tell, how to tell it and who to contact. Because communicating well is also an act of responsibility.
When do we recommend sending a press release? Y, above all, when NOT? We'll tell you about it in the next blog post!!
