A press release explains a development using information someone else can check. Before writing, answer one question: what has changed, and why would someone unfamiliar with the business care? An opening with practical details is usually a clearer starting point than a collection of compliments.
Find the news and gather evidence
The subject might be an opening, a new service or original research. Describe the event, date and scope. For research, explain who took part and how the data was collected. For an opening, confirm the location, date and available services. Do not present forecasts as results already achieved.
Consider a hypothetical shop extending its collection hours. Useful news explains when the change starts, which branch it covers and which orders qualify. Saying it will “revolutionise retail” answers none of those questions.
Use a structure that helps the reader
- Headline: the main development, without unsupported superlatives.
- Opening paragraph: what is happening, who is involved, where and when.
- Body: context, evidence and limits to the information.
- Supporting material: links to documents and photographs with usage permission and descriptions.
- Contact: someone authorised to answer questions.
Use quotations only with the speaker’s approval and check names, roles and figures. When publishing in Spanish and English, adapt the language while checking that dates, quantities and conditions agree. A translation should not introduce a promise absent from the original.
Distribution, publication and coverage differ
Sending a release to media organisations does not mean they will publish it. Paid space should be described accurately and does not amount to an independent editorial recommendation. Ask proposals to separate writing, distribution, purchased placements and follow-up on possible editorial interest.
For paid links, Google recommends the sponsored attribute and also accepts nofollow. Its policies reject using links in distributed releases to manipulate rankings. A campaign should therefore not be sold as a guarantee of higher Google positions.
Ask for meaningful reporting
Request publication addresses, dates and an explanation of the type of placement. Distinguish potential audience from measured readership, and visits from enquiries or sales. If figures are promised, ask how they will be obtained and what they include. Agree how errors will be corrected after publication.
To compare this work with other activities, read our guide to choosing digital marketing services.
Editorial update: the earlier figures of over 80 newspapers, 700 to 900 readers and a 12-month package are not presented as a current offer or guaranteed results. Any Buscatea service requires an up-to-date proposal confirming its scope. The archive image is generic.
Sources on links consulted on 23 September 2026: Google’s guidance on qualifying outbound links and its spam policies.
