Press release checklist

1. Relevance
2. Targeted contacts
3. Content & structure
4. Email pitch
5. Press release template
6. Conclusion

• Partnership with a well-known company
  Representative sample, collaboration with an institute, current industry & company figures
• Partnership with a well-known company
  E.g., for product collaborations or events
• Personnel changes
  ONLY for well-known individuals. Tip: Check if there is already press coverage about this person
• Funding
  Consider the context: Are there many funding rounds in your industry right now? Is the amount significant by comparison?
• Product launches
  ONLY for truly innovative products. Generally NOT news: a new client, a product in a new color, or a new logo
• Exits & acquisitions
• Company milestones
  E.g., opening a new branch, 100th anniversary

Remember: The most common reason journalists ignore press releases is that the news is irrelevant.

Sending via email distribution lists clutters journalists' inboxes and can lead to them having a negative impression of your company.

How to select your contacts:

• Create a list of media outlets that typically report on this type of news in your industry (and that align with your PR goals).
• Identify journalists who have published relevant articles in the last 3 months.
• You can often find email addresses in the author directory of the respective media outlet or in journalist databases.

If you cannot find an individual email address, use the general editorial address (usually redaktion@[medium].de).

• The press release is between 400-700 words.
• The press release follows the press release template.
• The press release is written in a journalistic style, contains few adjectives, and avoids marketing jargon.
• The press release is attached to the email as a PDF (outside the DACH region, it is also common to include the press release directly in the body of the email).
• Sentences are clear and concise, with a maximum of one subordinate clause.
• The press release contains 1-2 concise quotes (no filler phrases).
• You have included a link to photo material. [optional]

• The subject line teases the press release in one sentence.
• Every email begins with an individual hook.
• The embargo date is highlighted in bold. [optional]
• It is clear why the news is relevant.
• The 2-3 most important facts are presented in bullet points.
• You have offered a contact person for an interview.
• The email is no longer than 200 words.
• You use your own email address instead of a generic one (e.g., press@company.com).

Have some news but aren't sure how to start your press release? Use our template as a guide for your first draft. Keep in mind that the structure may vary slightly depending on the topic. You can find concrete examples of best-practice press releases on page 3.

Download template

Nevertheless, many want to maintain regular visibility – and rightly so. After all, if you appear in the media, you stay top of mind. What does it take? A good sense for topics, a deep understanding of media logic – and above all: time. And that is exactly what is often lacking internally.

If you would like some support – whether strategic, operational, or just for a sounding board – get in touch with us. We help you create PR that doesn't get ignored.