Press releases remain one of the most important tools in corporate communications. When well written, they enable companies to gain visibility in the media, strengthen their institutional credibility, and build a solid reputation with the public.
In Portugal, where journalists value clarity, accuracy, and relevance, an effective press release can make the difference between being published or ignored.
In this comprehensive article, we explain what a press release is, when it should be used, how to structure it correctly, and what mistakes to avoid.
What is a press release?
A press release is an informative text addressed to the media, with the aim of disseminating relevant news about a company, organization, or institution.
Ao contrário da publicidade, o comunicado não promove diretamente produtos ou serviços. O seu foco está na informação de interesse público, apresentada de forma objetiva, clara e factual.
Examples of common topics:
- Launch of a new project or service;
- Financial results or company growth;
- Relevant studies, data, or reports;
- Strategic partnerships;
- Corporate events;
- Changes in leadership;
- Social responsibility initiatives;
- Official responses in a crisis context.
When does it make sense to send a press release?
Not everything is newsworthy. One of the most common mistakes is sending out press releases that have no real news value.
A press release should be used when there is:
- Real novelty;
- Social, economic, or sectoral impact;
- Interest for the media audience;
- Relevant data or perspectives.
Key question before sending: Is this of interest to anyone other than my company?
If the answer is “no,” it’s probably not a good topic for a press release.
What do journalists value in a press release?
Journalists receive hundreds of press releases every week. To stand out, your press release must meet clear criteria:
- Objective and verifiable information;
- Simple and direct language;
- Concrete data (numbers, dates, facts);
- Clear news angle;
- Useful and credible citations;
- Respect for the journalist’s time and work.
Avoid promotional texts, excessive adjectives, or vague promises.
Ideal structure of a press release
A good press release follows a logical, journalistic structure. Here is the most effective model:
1. Title
Short, clear, and informative. It should summarize the news in a few words and spark interest.
Example:
Company X invests €2 million in expansion in Portugal
2. Subtitle (optional)
Add an additional relevant detail to the title.
Add relevant additional information to the title. a3. Lead (first paragraph)
Here you will find answers to essential questions:
Who? What? When? Where? Why?
This paragraph should enable the journalist to immediately grasp the value of the news item.
4. Body of the text
Develop the information in more detail:
- Context;
- Relevant data;
- Sectoral framework;
- Impact of the initiative.
Use short paragraphs and clear language.
5. Citations
Include 1 or 2 quotes from spokespersons (CEO, director, project manager).
Quotes should add interpretation or strategic insight, not repeat facts.
6. Institutional information
Brief paragraph about the company:
- Who is;
- What it does;
- Where it operates.
7. Press contacts
Name, email, and phone number of someone who can respond quickly to journalists.
Best practices to increase the likelihood of publication
- Adapt the press release to each medium (generalist vs. specialized);
- Send only to journalists whose subject matter is relevant;
- Use email professionally (clear subject line);
- Attach images or data only when they add value;
- Respect editorial schedules and deadlines;
- Be available for clarification or interviews.
Mass, undifferentiated mailing drastically reduces effectiveness.
Common mistakes to avoid
- Language that is overly commercial or promotional;
- Long and confusing texts;
- Lack of concrete data;
- Vague or exaggerated titles;
- Send press releases that are not really newsworthy;
- Not responding to follow-ups from journalists.
A bad press release damages the company’s image and its relationship with the media.
The role of the press office
Having a professional press office allows you to:
- Identify relevant news angles;
- Write press releases in line with journalistic standards;
- Select the right media;
- Prepare spokespersons;
- Monitor results and publications;
- Managing communication in a crisis context.
Advisory services transform communication into strategy, not just publicity.
Business Support: communication with media impact
Apoio a Empresas supports organizations in creating and managing effective press releases, aligned with business objectives and the requirements of the Portuguese media.
We assist with:
- Professional writing of press releases;
- Media relations strategy;
- Management of contacts with journalists;
- Preparation of spokespersons;
- Crisis communication.
Want to improve the effectiveness of your press releases?
Press releases remain an essential tool for corporate communication. When well structured, they increase media visibility, reinforce credibility, and build long-term reputation.
Communicating with the media is not about appearing at any cost, but about providing relevant and professional information.
Contact us and find out how to turn news into visibility opportunities. Request professional support in creating your press releases today.
