The press release remains a reliable tool for communicating news to the media, especially when expanding reach beyond domestic markets. For technology companies seeking international visibility, a well-written release can serve as the first step in shaping the story others tell.
Securing interest from editors requires more than formatting and enthusiasm. It calls for clarity, relevance, and an understanding of how information is processed by news professionals across regions.
Start With a Clear Lead
Media professionals receive a steady flow of releases each day. A strong headline and opening paragraph help yours stand out. The lead should answer the main question right away—what happened, who it involves, and why it matters.
Avoid filler language or internal slogans. Instead, provide context. Highlight what is new or different and why the audience in a particular market should care. If the release is going to be used across multiple regions, neutral and direct language often works best.
Stick to a Simple Structure
Organize the information in a way that allows quick reading. Editors often skim for key details, so keep paragraphs short and use plain language. Include only the facts that are essential.
An effective press release typically follows this order:
Headline
Opening summary
Supporting information
Quotes
Boilerplate description
Contact information
Avoid overloading the release with background or promotional claims. Additional content, if needed, can be shared separately.
Include Quotes That Add Meaning
Quotes should offer insight, not repeat what is already written. Choose individuals who have been directly involved in the news. A good quote might describe the motivation behind a project or what the change will mean for users or partners.
Keep quotes conversational and easy to understand. This helps journalists use them in stories without requiring extra editing.
Think About the Journalist’s Experience
A release should answer the five basic questions—who, what, when, where, and why—within the first few sections. It should also be easy to copy from, reference, or follow up on.
Supporting material such as images, links, or access to data should be made available. For international audiences, check that contact names, phone numbers, and time zones are accurate and easy to use.
Adapt for Each Market
When working across regions, it helps to tailor each release slightly. The announcement may be the same, but different audiences have different priorities. One region may care most about employment impact, while another may focus on product rollout timelines or data integration.
Consider using regional examples, local statistics, or market-specific messaging to make the story more relevant. If this sounds time-consuming, working with local PR partners can help refine the approach efficiently.
Avoid Sales Talk
A press release should never read like an advertisement. Audiences trust facts and clear updates, not overused phrases or grand statements. If something truly is a breakthrough or game-changer, let the details show that. Empty claims often reduce credibility and turn media contacts away.
Make Follow-Up Easy
Always include a contact person who is ready to respond and able to provide clarification, interviews, or access to spokespeople. If distributing globally, offer alternative contacts based on region and include time zone clarity to prevent missed connections.
One Thoughtful Release Can Travel Far
For those managing communications—whether in-house or on behalf of a client—a well-prepared release reflects discipline and care. The press release is more than a routine step. It can open doors to earned coverage, strengthen relationships with media outlets, and set the tone for how others share the news.
For a marketing director focused on international growth, developing press materials with clarity and regional awareness supports broader business goals. It’s not about being flashy. It’s about being useful.
If you are looking for international PR, then connect with us today.