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How Casual Can Press Releases Get?

When reading a typical press release, you usually see releases that begin with:

Co.,Ltd (Head office: …, CEO: …)

Following with titles such as:

[Person] is announcing [Product] which is to go on sale in [Place] on [Date].

As you can see, this example is constituted by the five W’s and one H rule. This is a format that is frequently used to communicate within the media domain.

・(Who) The company’s official name, address, name of representative director, and main business activities
・(When) Date
・(What) New item or service
・(Where) Area of development
・(Why) Explaination of the backstory
・(How) Explaination of details

Please note though, every press release does not need to follow this format.

However, if you want to write your press release in your own style, it is also recommended to follow the five W’s and one H format listed above. Efficient communication with the media is key to being selected and published.


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Please take note of the following example:

Fashion brand “[Brand Name]” from Harajuku expands its market overseas.

We are thrilled to announce the opening of our newest store in Paris, France on February 1st, 2015.

Not only will [Name of Person] be introduced, but “[Brand Name]”’s general manager is going to be at the opening ceremony. Events will be held at all domestic stores to celebrate the new branch opening starting from February 5th, 2015.

Sometimes it is more suitable to avoid boastful language depending on the brand’s image or philosophy.


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Points you should to keep in mind.


Polite language and appropriate style is generally favored.
It is important to always construct your press releases with the five W’s and one H.

You need to keep in mind that if your press release looks and feels like an article that uses phrases such as “I’ve heard…”, “It seems…”, “…is going to be released.” or “It was announced…”, then it will not be considered as a press release.