A press release is a written document issued by an organization to the media to announce newsworthy information.

Unlike news articles, press releases aim to encourage journalists to conduct in-depth reporting on the subject. They are typically sent to media organizations via email, fax, or professional distribution companies, and are often used to announce press conferences.

The content must include news elements such as time, place, and people. The structure consists of five parts: headline, lead, body, etc. Common formats include the inverted pyramid style, Xinhua style, and Wall Street Journal style. Planning must follow The Right MAC principle, encompassing accurate information, target audience, and appropriate channels. Major distribution channels include holding independent press conferences, engaging public relations firms, and establishing media relations.

Based on content format, press releases can be categorized into five types: news, feature articles, news commentary, news features, and news interviews. News emphasizes timeliness and conciseness, while feature articles focus on detailed analysis of events.

Promoting press releases offers advantages such as increased search engine visibility and enhanced brand awareness and authority.

With the application of generative artificial intelligence, AI can assist in producing specific types of articles such as financial reports and sports coverage, but the risk of misinformation must be addressed. The “Measures for Identifying Artificial Intelligence-Generated Synthetic Content,” which will come into effect in September 2025, requires the labeling and management of AI-generated content.