Writing a press release is a vital skill for PR folks looking to promote news, events or product launches. Whether you're targeting the Polish market or the British market, understanding regional differences in press release style and format can significantly impact your communication strategy. In this blog article, we’ll explore how to write a press release in Poland, comparing it with the British market.
Tone & formality
Poland: When writing a press release for a Polish audience, it's crucial to maintain a formal tone. Polish businesses and journalists generally prefer a direct, professional and concise approach, especially when targeting corporate or official news.
United Kingdom: In the British market, press release writing allows for a more creative tone. While still formal, UK press releases can incorporate storytelling, humor or even wit, particularly in industries such as lifestyle, tech or entertainment.
Press release structure & length
Poland: The structure of a Polish press release adheres to a traditional format: headline, subheadline and a structured body that answers the "who, what, when, where, why, and how" of the announcement. Polish press releases are typically short, ranging from 300 to 500 words, focusing on delivering the news quickly, clearly and Polish journalists appreciate brevity and relevance.
United Kingdom: British press releases often follow a similar structure but are slightly more flexible in length. UK releases may be longer, ranging from 400 to 600 words and can include more background details or quotes. A clear headline, followed by the most important information at the start, remains key. UK press releases also tend to be more dynamic, with an emphasis on the first paragraph to engage the reader.
Language & phrasing in press releases
Poland: when writing a Polish press release, it's important to stick to formal language and third-person phrasing. Avoid direct addresses or overly casual language. Polish readers expect factual information presented in a straightforward manner, free from unnecessary embellishment.
UK: there’s more flexibility in language. British press releases are generally more accessible and can feature conversational tones. Active voice is commonly used and there is a greater emphasis on creating a catchy headline that draws the reader in. Direct calls to action like “contact us” or “learn more” are widely accepted and encouraged in UK press releases.
Cultural sensitivity
Poland: Cultural sensitivity plays a significant role in press release writing. Polish audiences tend to have more traditional values, so press releases should be careful when addressing sensitive topics such as politics, religion or social issues. Polish businesses often avoid taking bold stances unless necessary.
United Kingdom: The UK market, on the other hand, is more open to discussing a broad range of topics, from social issues to pop culture. British press releases may engage in social commentary or take stances on matters that reflect the company’s values. There is also room for humor and satire, especially in certain industries like lifestyle, entertainment or fashion.
Building media relationships
Poland: In Poland, relationships between PR folks and journalists are typically more formal. Press releases are often sent via email or distribution platforms. Journalists in Poland are expected to report on the story as presented, with less interaction or collaboration compared to other markets. Media outlets in Poland are still relatively traditional in their approach.
In the UK: press release distribution involves more personalised pitching and media relationships. PR folks often build strong connections with journos, offering exclusive content or insights. The UK press release landscape thrives on building engagement with the media and many PR campaigns will involve direct outreach to journalists before sending out a release.
Distribution
Poland: press release distribution in Poland is primarily done through traditional media channels, such as newspapers, TV and radio. While email and digital platforms are growing in importance, Polish press releases often rely on more traditional means for distribution.
In the UK, digital distribution channels dominate. PR professionals use services like PR Newswire or Business Wire to distribute press releases to a broader audience. Additionally, social media platforms like Twitter, LinkedIn and Instagram are increasingly used for press release distribution, making it easier for businesses to directly reach journalists and their audience.
Writing a press release for Poland versus the United Kingdom requires an understanding of cultural differences, journalistic expectations and regional angles. While the basic principles of press release writing - such as having a compelling headline and providing factual information - remain the same, the style, tone and distribution might be totally different!
In Poland, press releases tend to be formal, concise and fact-based, focusing on delivering news directly. In contrast, UK press releases allow for more creativity, engagement and room for personality, particularly when addressing a consumer audience. Understanding these nuances will help PR professionals tailor their messages effectively, ensuring that their press releases are well-received in either market.