{"id":4587,"date":"2025-09-30T16:15:58","date_gmt":"2025-09-30T15:15:58","guid":{"rendered":"https:\/\/apoioaempresas.pt\/press-release-the-complete-guide-to-communicating-with-the-media\/"},"modified":"2025-09-30T16:15:58","modified_gmt":"2025-09-30T15:15:58","slug":"press-release-the-complete-guide-to-communicating-with-the-media","status":"publish","type":"post","link":"https:\/\/apoioaempresas.pt\/en\/press-release-the-complete-guide-to-communicating-with-the-media\/","title":{"rendered":"Press release: the complete guide to communicating with the media"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Press releases remain one of the most important tools in corporate communications. When well written, they enable companies to <strong>gain visibility in the media,<\/strong> strengthen their institutional credibility, and build a solid reputation with the public. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Portugal, where journalists value clarity, accuracy, and relevance, an effective press release can make the difference between being published or ignored.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this comprehensive article, we explain <strong>what a press release is, when it should be used, how to structure it correctly, and what mistakes to avoid.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is a press release?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A press release is an <strong>informative text addressed to the media<\/strong>, with the aim of disseminating relevant news about a company, organization, or institution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ao contr\u00e1rio da publicidade, o comunicado n\u00e3o promove diretamente produtos ou servi\u00e7os. O seu foco est\u00e1 na <strong>informa\u00e7\u00e3o de interesse p\u00fablico<\/strong>, apresentada de forma objetiva, clara e factual. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Examples of common topics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Launch of a new project or service;<\/li>\n\n\n\n<li>Financial results or company growth;<\/li>\n\n\n\n<li>Relevant studies, data, or reports;<\/li>\n\n\n\n<li>Strategic partnerships;<\/li>\n\n\n\n<li>Corporate events;<\/li>\n\n\n\n<li>Changes in leadership;<\/li>\n\n\n\n<li>Social responsibility initiatives;<\/li>\n\n\n\n<li>Official responses in a crisis context.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>When does it make sense to send a press release?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Not everything is newsworthy. One of the most common mistakes is sending out press releases that have no real news value. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A press release should be used when there is:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Real novelty;<\/li>\n\n\n\n<li>Social, economic, or sectoral impact;<\/li>\n\n\n\n<li>Interest for the media audience;<\/li>\n\n\n\n<li>Relevant data or perspectives.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Key question before sending: Is this of interest to anyone other than my company?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the answer is \u201cno,\u201d it&#8217;s probably not a good topic for a press release.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>What do journalists value in a press release?<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Journalists receive hundreds of press releases every week. To stand out, your press release must meet clear criteria: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Objective and verifiable information;<\/li>\n\n\n\n<li>Simple and direct language;<\/li>\n\n\n\n<li>Concrete data (numbers, dates, facts);<\/li>\n\n\n\n<li>Clear news angle;<\/li>\n\n\n\n<li>Useful and credible citations;<\/li>\n\n\n\n<li>Respect for the journalist&#8217;s time and work.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Avoid promotional texts, excessive adjectives, or vague promises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ideal structure of a press release<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A good press release follows a logical, journalistic structure. Here is the most effective model: <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Title<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Short, clear, and informative. It should summarize the news in a few words and spark interest. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Example:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Company X invests \u20ac2 million in expansion in Portugal<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Subtitle (optional)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Add an additional relevant detail to the title.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Add relevant additional information to the title. a3. Lead (first paragraph)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here you will find answers to essential questions:<br><strong>Who? What? When? Where? Why?    <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This paragraph should enable the journalist to immediately grasp the value of the news item.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. Body of the text<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Develop the information in more detail:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Context;<\/li>\n\n\n\n<li>Relevant data;<\/li>\n\n\n\n<li>Sectoral framework;<\/li>\n\n\n\n<li>Impact of the initiative.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Use short paragraphs and clear language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Citations<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Include 1 or 2 quotes from spokespersons (CEO, director, project manager).<br>Quotes should add interpretation or strategic insight, not repeat facts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>6. Institutional information<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brief paragraph about the company:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who is;<\/li>\n\n\n\n<li>What it does;<\/li>\n\n\n\n<li>Where it operates.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>7. Press contacts<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Name, email, and phone number of someone who can respond quickly to journalists.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Best practices to increase the likelihood of publication<\/strong><\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adapt the press release to each medium (generalist vs. specialized);<\/li>\n\n\n\n<li>Send only to journalists whose subject matter is relevant;<\/li>\n\n\n\n<li>Use email professionally (clear subject line);<\/li>\n\n\n\n<li>Attach images or data only when they add value;<\/li>\n\n\n\n<li>Respect editorial schedules and deadlines;<\/li>\n\n\n\n<li>Be available for clarification or interviews.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mass, undifferentiated mailing drastically reduces effectiveness.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Common mistakes to avoid<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Language that is overly commercial or promotional;<\/li>\n\n\n\n<li>Long and confusing texts;<\/li>\n\n\n\n<li>Lack of concrete data;<\/li>\n\n\n\n<li>Vague or exaggerated titles;<\/li>\n\n\n\n<li>Send press releases that are not really newsworthy;<\/li>\n\n\n\n<li>Not responding to follow-ups from journalists.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A bad press release damages the company&#8217;s image and its relationship with the media.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><strong>The role of the press office<\/strong><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">Having a professional press office allows you to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify relevant news angles;<\/li>\n\n\n\n<li>Write press releases in line with journalistic standards;<\/li>\n\n\n\n<li>Select the right media;<\/li>\n\n\n\n<li>Prepare spokespersons;<\/li>\n\n\n\n<li>Monitor results and publications;<\/li>\n\n\n\n<li>Managing communication in a crisis context.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Advisory services transform communication into <strong>strategy,<\/strong> not just publicity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Business Support: communication with media impact<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Apoio a Empresas <\/strong>supports organizations in creating and managing effective press releases, aligned with business objectives and the requirements of the Portuguese media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We assist with:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Professional writing of press releases;<\/li>\n\n\n\n<li>Media relations strategy;<\/li>\n\n\n\n<li>Management of contacts with journalists;<\/li>\n\n\n\n<li>Preparation of spokespersons;<\/li>\n\n\n\n<li>Crisis communication.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Want to improve the effectiveness of your press releases?<\/strong><br><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Press releases remain an essential tool for corporate communication. When well structured, they increase media visibility, reinforce credibility, and build long-term reputation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Communicating with the media is not about appearing at any cost, but about providing relevant and professional information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contact us and find out how to turn news into visibility opportunities. Request professional support in creating your press releases today. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&hellip;<\/p>\n","protected":false},"author":2,"featured_media":4443,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-categoria","category-1","description-off"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Press release: how to write and distribute it correctly<\/title>\n<meta name=\"description\" content=\"Learn what a press release is, how to structure it, and what journalists value to ensure publication in the media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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