A well-written press release should have structure, clarity and high news value to capture journalists’ attention and communicate your message effectively. A professional press release follows established conventions that make it easy for the media to quickly understand the message and decide on publication.
The structure of a press release
Begin with a strong headline that summarises the core message in 6–12 words (up to 70 characters) and captures the reader’s attention. Write a lead paragraph of 2–3 sentences that answers the questions who, what, when, where and why. Develop a body of text with details, background and context. Include relevant quotes from the CEO or responsible executive that provide perspective and a human voice. Conclude with a boilerplate that briefly describes the company and gives contact information for media enquiries.
Language and style
Write objectively and factually without exaggeration or sales language. Use active language and concrete facts rather than vague assertions. Keep sentences short and avoid jargon that the target audience might not understand. For listed companies, the language used must be legally accurate and follow the terminology used in financial reporting.
Translation into English
For international distribution, professional translation is required that adapts messaging and style for the English-speaking media. A language consultancy with ISO-certified system support offers copywriters with PR expertise who write engagingly in English, express translation within 2-4 hours, the four-eyes principle and understanding of cultural differences in communication style between Swedish and other international markets. Fluid Translation has helped Swedish companies reach international markets with critical press releases and financial reports for over 20 years. Browse through some of our client case studies here.