Press release
A press release is a short, factual announcement written for journalists, covering who is doing what, when, where and why it matters. It leads with the news, includes quotes and contact details, and gives editors what they need to decide whether to write about it.
In practice
What it means when you are the one making the decision.
The first paragraph should carry the essentials, since editors skim. After that comes supporting detail, a quote from a named person and a short note about the organisation. A release should be written for the reader of the outlet, not for the company's own satisfaction.
Releases are one tool among several. Often a personal note to a journalist, with an exclusive angle or a relevant expert, works better than a mass mailing. Language matters too: regional and Hindi-language outlets need copy written for their readers.
Example
A college announces a new scholarship with the eligibility, the amount, the deadline and a quote from the principal, plus an email and phone number for questions.
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