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How to write a press release
A
press release is a useful communication tool that is distributed to the
media. Its purpose is to announce news items, events, product launches
or business updates. Journalists are more likely to cover your story if
you have taken the time to draft your own release. That's why we offer
the following quick tips to ensure you get it right.- Give your press release an interesting title - don't worry too much about it being snappy. You just need your release to stand out. Make sure your title is in bold.
- Put a date on your news release, ideally on the same date it's issued. This will add gravitas to your story.
- Decide whether your press release is for 'Immediate release' or 'Embargoed Until X date'. Embargoed releases are useful for when you want the journalist to keep the story on hold until the date stipulated. It's handy for product launches or events, for example.
- Before you draft your release, think of the who, what, when, where, why and how. This will help you to structure your copy and ensure it flows nicely.
- Think of the news angle. Journalists will only publish your story if they think it's newsworthy.
- Try to avoid repetition at all costs and keep sentences clear and concise. Don't waffle.
- Include a quote from a company spokesperson and use this area to repeat all your key messages. Remember, your quote is the only part of your press release that the journalist can not change or edit, so use it wisely.
- Stick to the facts and only allow any views/opinions to be included in a quote from a company spokesperson, not within the main body of the release.
- Signify the end of your press release with 'ENDS' and don't forget to add some company information. This is background information for the journalist.
- Add on contact details for the media... i.e. 'For media enquiries please call John Smith at The Business on 01234 56789 or email.
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