Pressetexten

Pressetexten, or press texts, are short, factual communications produced by organizations to inform media about news, events, or updates. They are a central tool of public relations and are designed for journalists, editors, bloggers, and other media professionals.

They are typically distributed via email, press release distribution services, or newsroom portals. They may be released on a fixed schedule or on request, and can be embargoed to control timing.

A typical pressetext includes a headline that signals the news, a lead paragraph answering the five Ws (who, what, when, where, why), a body with supporting details, quotes from company representatives or experts, and background information. A boilerplate with company information and media contact details is usually provided at the end.

Style guidelines emphasize clarity, conciseness, and neutrality. The inverted pyramid structure prioritizes the most important facts at the start, while marketing language should be avoided to maintain objectivity.

Legal and ethical considerations include accuracy, avoiding misleading claims, proper attribution of quotes, rights clearance for images and data, and compliance with data protection and advertising regulations.