How to Write a Press Release in Germany

Press Releases in Germany: Writing and Distribution Tips for Foreign Companies

In a nutshell: Define your topic and key message – research the facts – write using journalistic structure (headline, lead, body, boilerplate, contact) – keep the tone objective and precise – proofread carefully – distribute to the right media.

What Exactly Is a Press Release?

Press releases are among the most powerful tools in public relations. Companies, organisations and institutions use them to proactively inform journalists about news – whether it’s a new product, a personnel announcement, a study or an event. In Germany, a well-placed press release can open doors that paid advertising simply cannot. A well-written release significantly increases the chances of media coverage, which means greater reach, credibility and visibility. But for a release to actually get published, it needs to meet journalistic standards.

Introduction: What Is a Press Release – and Why Does It Matter?

A press release is not an advertisement. It is a news item – factual, structured and written in a way that allows journalists to incorporate it directly into their reporting. This distinction sounds simple, yet it is surprisingly often ignored in practice.

What many companies underestimate: editorial teams decide within seconds whether a press release is relevant or ends up in the bin. The first paragraph is everything. Anyone who fails to get to the point immediately loses the journalist’s attention – for good.

Well-crafted press releases help companies and other organisations increase their visibility in relevant media, communicate important information credibly, and build long-term trust with stakeholders such as customers, investors and partners. The key always lies in relevance, clarity and timing.

Writing a Press Release: How to Find the Right Information

Before you start writing, all relevant information must be in place. Journalists often take content from press releases directly – which is why facts, figures and quotes must be absolutely accurate and verifiable. A single factual error can permanently damage a newsroom’s trust in your organisation.

Typical sources for solid research include internal company briefings and interviews with management, studies and market analyses, and press archives covering similar topics. Particularly valuable is a strong, original quote from a senior figure within the organisation – it gives the release personality and provides journalists with a personal hook for their coverage.

Press Release Structure: The Classic Format

A press release follows a clearly defined structure based on journalistic writing. Journalists are used to this format – departing from it immediately signals a lack of professionalism. In our work as a PR agency, we repeatedly find that this one point often determines whether a release succeeds or fails.

Style and Language: How to Write a Press Release Professionally

The tone of a press release should be objective, clear and precise. Promotional language, superlatives and subjective assessments generally have no place here. A good press release reads like a news article – not like an advertisement.

A useful self-check: if you can cut a sentence without losing any information – cut it. Brevity is not a weakness; it is a sign of professionalism.

In practice, this means: short, clear sentences (no more than 20 words), active rather than passive constructions, verifiable figures and facts instead of vague statements, and technical jargon only where it is truly necessary or understood by the target audience.

Relevance and News Value: When Is a Press Release Newsworthy?

Not every company announcement is relevant to the media. Journalists in Germany receive a large volume of press releases every day – only those with genuine news value make it into the newsroom. The key question is: what is new, significant or interesting to the readership about this?

Typical occasions with high news value include product launches and market introductions, strategic partnerships, research findings with broader relevance, leadership changes, and milestones, awards or sustainability initiatives. In the German context, stories that connect to broader economic or industry trends – particularly in sectors like automotive, engineering, technology or healthcare – tend to resonate strongly with outlets such as Handelsblatt, WirtschaftsWoche or sector-specific trade media (Fachmedien).

In the German context, stories that connect to broader economic or industry trends – particularly in sectors like automotive, engineering, technology or healthcare – tend to resonate strongly with outlets such as Handelsblatt, WirtschaftsWoche or sector-specific trade media (Fachmedien).

In our experience, many press releases fail not because of poor writing, but simply because the topic is not relevant enough. Before you start writing, ask yourself: would I want to read this as a journalist working for my target media? If the answer is no, it is worth reframing the story or reconsidering the timing.

Formatting and Layout: Following the Formal Rules

The layout of a press release also follows established conventions. Editorial teams want to be able to scan information quickly – sticking to familiar formats signals professionalism.

Infographic: Writing a Press Release

A well-organised layout makes it easier for editorial teams to grasp the text quickly and identify the key messages. What sounds straightforward makes a significant difference in practice.

Proofreading: Quality Before Speed

Before a press release is sent out, it should be thoroughly reviewed. Recommended steps include: checking spelling, grammar and punctuation; verifying all facts, figures and quotes; critically reviewing the headline and lead; cutting unnecessary repetitions; and ideally having a second reader with no specialist knowledge of the topic look it over. Careful revision is not an optional step. It is a sign of respect towards the media – and the foundation for a long-term, trusted relationship with editorial teams.

Publication and Distribution: The Right Story, at the Right Time, to the Right Media

A perfect press release is worthless if it reaches the wrong recipients. Distribution is at least as important as the writing itself. In Germany, the most commonly used channels include direct outreach to selected journalists, established wire services such as OTS or pressetext, the press section of your own website, professional PR distribution lists and social media. OTS in particular is widely used by German companies and monitored by most major newsrooms in the country.

When Is a Press Release Truly Successful?

The most obvious indicator of success is a publication in a relevant target medium. But the value of a good press release often only becomes clear over time: journalists store information for future research, editorial teams develop a picture of the organisation as a reliable source, and a consistent rhythm of releases builds reputation in the long run.

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

Do you need support writing and distributing press releases in Germany?

We’d be happy to advise you on which topics in your communications deserve media attention in Germany and how to get them in front of the right editorial teams. Contact us – our PR team looks forward to hearing from you.

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