The press release remains the most common PR tool. Mastering it is essential for anyone working in corporate communications for small and medium-sized enterprises as well as corporations, or for those responsible for PR for institutions, associations, or clubs. This book provides the necessary tools: topic selection and text structure according to journalistic guidelines and PR strategic considerations, types of texts and their rules, the right text introduction and audience-appropriate headlines, stylistic suggestions, as well as tips for images and distribution. The press release on the internet and in the age of social networks – valuable insights are also provided on these topics. Dr. Katrin Bischl consistently draws on linguistic and media theories, which she explains clearly and with numerous examples.