Best Practices for International Press Releases

 



Your press release may travel the world in seconds, but without the right strategy, its impact won’t. When you're distributing press releases internationally, it's not enough to simply translate the text. To attract media coverage, you also need to carefully time the release and tailor the content to fit the local culture, language and laws. This guide explains which structure to use and how to translate press releases internationally, helping you develop a process for clear, compliant global communication.

1. How to Write an International Press Release

International press releases target a global audience. They differ from domestic press releases, which address readers in your home country. 

International press releases should use a standard structure:

  • Headline: Explain why international media outlets should care about your story.
  • Subhead: This line provides more context for the headline.
  • Dateline: Use an international dateline.
  • Lead paragraph: Summarize key details, and cover your topic's who, what, when, where and why.
  • Body: Provide additional information to help international readers understand your story.
  • Quote: Humanize the story with quotes from company leaders, stakeholders or industry experts.
  • Call-to-action:  Inform readers of the next step, such as visiting a landing page.
  • Boilerplate: Include essential information about your company or organization.
  • Contact information: Provide a name, phone number and email for readers who have questions or want more details.
  • Media: Add images or links to videos, photos and multimedia presentations.

Your main message should relate to a global audience. From there, you can localize the release with details that resonate with readers in the specific region. For example, you might quote well-known experts in the area or statistics relevant to the local market.

If you're writing about a new product, the core topic, the product and its features might be the same for all global audiences. To localize the message to a specific area, you might mention regional pricing or explain how the product differs from regional competitors.

Regardless of your target audience, try using a similar brand voice across all markets. Consistency helps build brand recognition and aligns your messaging.

2. How to Write an International Dateline in a Press Release

The dateline in an international press release helps localize and contextualize the content, showing media outlets it's credible and relevant to their readers.

If your city is familiar to a global audience, there's no need to include the country. For example: 

  • LONDON, Oct. 6, 2025

For cities that may not be as well-known, you can include the country:

  • MENDOZA, Argentina, Oct. 6, 2025

Consider the content when deciding whether to use a headquarters city and a regional city. If it's relevant to the entire region, use the headquarters city. Use the regional city if your press release relates to a specific location, such as an announcement for a local production facility.

It's best to include a single city in the dateline. For press releases targeting two or more markets, use the largest or most relevant city in the dateline, and mention the others in the body content. Alternatively, you can craft localized press releases for each market.

3. How to Translate Press Releases Internationally

You may receive more coverage for your international press releases when you translate them into the language of your target market. It's also important to localize the content by:

  • Using idioms and references relevant to local readers
  • Backing up claims with local data
  • Translating units of measurement and currency
  • Being sensitive to local cultural and social norms
  • Complying with local regulations for marketing and advertising claims, language and data privacy

When translating press releases internationally, consider hiring a professional translator or a localization specialist. If you are distributing your release through a wire service like PR Newswire, translation services may be included in an international distribution package. Digital translation tools might be more affordable, but they don't provide the human insight that drives effective press release localization.

Use these tips to maintain a consistent brand voice across different languages:

  • Create a style guide for preferred wording, brand tone (e.g., intellectual, friendly) and core values.
  • Develop a glossary of brand terms or phrases and their approved translations.
  • Encourage translators to prioritize intent and impact over literal translations.

4. How to Distribute a Press Release Internationally

For maximum reach and visibility, distribute an international press release using both global wire partners and regional press release distribution networks. Timing matters. Schedule the release in accordance with local news cycles and cultural calendars. Avoid sending out press releases when readership is limited or directed elsewhere, such as during bank holidays or major religious festivals.

Adjust your targeting for each region, focusing on locally relevant journalists, influencers and media outlets. Global press release distribution services may also help you narrow the focus to specific beats, verticals and industries. They also offer analytics for tracking impressions, engagement and pickup for each location.

5. How to Write an Internal Press Release for Global Teams

You can distribute internal press releases within your organization to share information and align all stakeholders. For example, they may cover quarterly results or coordinate messaging across markets before a product launch. You may also use them to make internal announcements before the details are publicly released.

When writing for a global internal audience, keep your press releases brief and professional. Use clear, simple language, and avoid jargon that might not translate effectively. The standard press release structure is most effective, and you can distribute the release via email or internal communication channels.

Common Mistakes to Avoid

Here are common mistakes to avoid when writing international press releases:

  • Translating text directly without context
  • Distributing press releases without considering the time zone and local calendar
  • Forgetting about cultural sensitivity and local legal compliance
  • Formatting the dateline incorrectly

Creating Your International Press Release 

International press releases can generate media coverage, but only when they align with your organization's global strategy and are relevant to local readers. Using a clear structure and investing in localized translations that consider the context, cultural norms and local regulations can attract positive coverage.

The success of an international press release also depends on distribution. The right partner makes it easy to target the release and select the appropriate press release timing by region, ensuring your story resonates with a global audience.

Explore how you can increase your reach and visibility with PR Newswire's press release distribution and Multichannel AmplificationTM services.