A press release should include a headline, a dateline (indicating the date and place of issuance), a lead (a brief summary of the text), and two to four paragraphs of the main body. It should offer journalists valuable information, such as new or unconventional perspectives, opinions, data, or context.

An important component of a press release is direct quotes from the representative(s) of the issuing entity. At the end of the release, the author’s name and contact details must appear. It is also advisable to include a short note about the issuing organization.

If a press release is to be attractive to journalists, it should be accompanied by photo documentation (ideally 5 to 10 photos), audio, or preferably video material.

1. The press release should introduce a new topic, information, or a different angle. Attractive content is one of the main criteria for its success.
2. The headline must capture journalists’ attention and reflect the main message. It should include a verb and avoid unusual characters or complex sentences.
3. The language of the press release should be concise, engaging, clear, and grammatically flawless.
4. The lead should present a brief summary of the text’s content and its core idea.
5. At the start of the release, present the most essential information (answers to What? Who? When? Where?). In the subsequent text, expand these details, and conclude with background context (answers to Why? How?).
6. The release should use direct speech and quotations to authentically enhance the information provided.
7. The release should be tailored to its target audience—a press release for news journalists may emphasize different aspects than one intended for hobby and lifestyle writers.
8. The optimal length of a press release is one to two standard pages.
9. Background – several basic facts about the company itself, usable as “background” information for journalists.

Your press release will typically be published within 1 day after approval on the Press.News portal, which is a source of information for thousands of journalists from many countries.

In the media, the release may be published tomorrow, in several days, or even weeks. However, if no journalist picks it up within a month of posting, it is unlikely to ever appear in the media. In that case, we recommend selecting one or more specific media outlets and distributing the release to them in a paid format (this can also be used for a press release already published on Press.News). Your release will usually be published in your chosen media within 1 to 5 days. It also happens that the release then appears in additional media outlets.

If you use media monitoring, this service will very likely detect your release in most media.

If you have a registration on the Press.News portal, you will find all your published press releases in your account. You also have access to the media impact of each release, so you can see which media outlets picked up your release.

If you submit press releases without registration and do not use media monitoring, there is little chance you will find it yourself. Search engines like Google will not have indexed it yet, and due to the amendment of the copyright law, Google has also had to limit its services, so it does not publish many releases.