[EP03] PR in Korea: A Beginner’s Guide to Press Releases

PR Study for Beginners — EP03

Now that we’ve covered how to make first contact with journalists and what to keep in mind during media meetings, it’s time to move into one of the most practical parts of PR: writing a press release.

For anyone new to media relations, this is one of the most essential tasks in PR. And yet, it is also one of the most intimidating. Many people sit down to write their first press release and immediately wonder where to begin. If that sounds familiar, don’t worry. In this article, we’ll break it down step by step. 😊

Why do companies write press releases?

ⓒ Unsplash

A press release is an official written document used by a company, institution, or organization to share newsworthy information with the media and invite coverage. In many ways, it is the most formal tool a company has for communicating its news to multiple media outlets at once.

Journalists and editors review these materials, decide whether the story has news value, and then rewrite or adapt the content to fit their own editorial style. In many cases, the final article takes the form of a straight news story, focusing on facts and key information rather than promotional language. Sometimes a press release is used directly as the basis of an article, and other times it simply serves as background material for reporting.

There is one important thing to keep in mind, though. Unless the news comes from a very large company or involves a major issue, not every press release will receive major coverage. Many articles based on press releases are brief, and some may not attract much public attention on their own. Still, that does not mean press releases are unimportant. Their real value often lies elsewhere. A press release helps create a credible public record of your company’s progress.

For example, if a company announces that it plans to strengthen a certain strategy this year, and then continues to publish updates on execution, milestones, and results, those accumulated articles begin to tell a story. Journalists, investors, partners, and other stakeholders can later look back on those records to understand the company’s direction and history. That is why press releases matter. The more consistently they are published over time, the more they contribute to brand trust.

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How should you write a press release?

At its core, a press release should be written like a news article. The basic principle is to clearly answer the essential questions: who, when, where, what, how, and why. Among all the elements, the two most important are the headline and the lead paragraph.

The headline is the first gatekeeper. It strongly influences whether your email gets opened and whether a journalist decides to read further. That is why the most important keyword and the clearest news angle should come first. If the release is about a new product, for example, the headline should communicate both the launch itself and the problem the product solves.

The lead paragraph should summarize the heart of the story at a glance. Ideally, someone should be able to read only the lead and still understand the main message. A common structure is to begin with a sentence like, “Company A announced on [date] that it has launched / introduced / signed / achieved B,” then follow with one or two sentences explaining the significance, expected impact, or business outcome.

ⓒ Unsplash

After the lead, the body usually develops the story in three to five short paragraphs, beginning with the most important information and then moving into supporting details. If the release is about a new product, for example, a natural flow might be the product overview, key features, the reason for the launch, market relevance, and then a quote from a company representative.

In terms of length, shorter is usually better. A concise press release is easier for journalists to review and reuse. In general, it is best to keep the main body focused and readable rather than overly long.

It is also important to include the PR contact’s name, title, company, email address, and phone number both in the email and in the release itself. Journalists may need to follow up for clarification, quotes, or additional reporting.

Images matter too. Since visuals often function as the thumbnail or first impression of a story, it is helpful to include one or two clear images that communicate the core message quickly, such as a product image, executive photo, or infographic. Just make sure the copyright status is clear. Using images with uncertain rights can create problems later.

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Common types of press releases

Press releases come in many forms depending on the purpose of the announcement. The overall structure may be similar, but the content emphasis changes depending on the type of news. Once you understand these categories, it becomes much easier to decide what kind of story you are telling and how to frame it.

1. Product launch release introduces a new product or service. These releases often attract attention, especially when they clearly explain what makes the offering different, what problem it solves, and why it matters to customers.

2. Product update release announces improvements to an existing product. Unlike a technical patch note, this type of release should focus on what benefits users will actually experience, such as improved usability, faster performance, or a better customer experience.

3. Partnership or MOU release is used to share a new collaboration between organizations. Even when an MOU is not legally binding, it can still carry strong symbolic value because it signals strategic direction, business intent, and future cooperation.

4. Event release is used to announce seminars, exhibitions, conferences, or other upcoming programs. These are usually most effective when distributed well in advance, ideally at least two weeks beforehand. Important details such as speakers, agenda, venue, and registration method should all be clearly included. After the event, a separate follow-up release may also be issued to share outcomes and highlights.

5. Earnings or performance release communicates revenue, profit, or business results on a quarterly, half-year, or annual basis. These releases tend to attract strong interest. It is helpful to explain not just the numbers themselves, but also the major products, partners, market conditions, or strategic decisions that influenced those results.

6. Investment or M&A release is used when a company raises funding, makes an investment, or goes through an acquisition or merger. These stories often draw significant attention. If a company has received investment, the key elements usually include the investor, the funding amount, and how the capital will be used. In very early-stage funding rounds, companies sometimes choose not to disclose either the investor name or the exact amount for strategic reasons.

7. Executive appointment release announces the appointment or hiring of a senior executive. This is usually one of the shortest press release formats, but it should still explain the reason for the appointment, the executive’s key background, and their expected role moving forward. An official profile photo is also typically included.

8. Disclosure-related release is common for listed companies that want to provide additional explanation after filing an official market disclosure, such as an earnings report, major contract, or executive change. Because securities-related information can affect investor decisions, the official disclosure must always come first. A press release should never precede a required filing.

9. CSR or social contribution release is used to share news related to donations, relief efforts, educational support, or volunteer programs. These releases are often closely tied to ESG initiatives and corporate reputation building.

10. Statement or official position release is used when a company needs to publicly respond to an issue that has drawn attention. If the issue is negative or controversial, the release should clearly explain the context, correct misunderstandings, and include appropriate comments from relevant representatives. If the issue involves public policy or industry regulation, the company should clearly state its position, supporting rationale, and key requests.

If you’re new to press releases, don’t worry

At first, the structure and range of press release types can feel like a lot. But once you become familiar with them, you begin to develop a sense of what kind of news should be written in what kind of format. And if drafting the first version still feels difficult, that is completely normal.

With Pulitzer AI, users can enter the core keywords of a press release, select the appropriate release type from pre-built options, and generate a draft with an optimized structure automatically. If you also upload reference articles or source materials, the system can reflect those inputs as well, making the first draft much easier to start. 💡

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