A press release (aka ‘news release’, ‘press statement’, ‘media release’) is an excellent way of attracting the attention of the media with your big news, while also controlling the narrative around it. Here’s how to write a good’un.

Whether you’re launching a new product, advertising an event, announcing a new key hire or you need to communicate some big company news (e.g. rebranding, or a merger/acquisition), a press release is what you need. The better it’s written, the more likely it’ll be picked up.

The beauty of a well-written press release, from the media’s point of view, is that if it’s good enough then it can simply be copied and pasted. When deadlines are looming and column inches need filling, your press release is far more likely to be published as it’s saving them a job/solving a problem for them. Even if it needs a bit of work, a good story will get their attention.

But first… some tough love

I would add a cautionary note at this point. Before you write or pay for a press release, consider whether the news that you’re excited about is REALLY news? I say this with love, but if it’s information that’s only going to be interesting or relevant to people within your inner circle, then it’s probably not worthy of a press release and it won’t get picked up.

So, how do you write your own press release?

You need to get in the mindset of a journalist. And to do that, you need to understand the Journalist’s Inverted Triangle. This shows you really clearly how to structure your story so you’re delivering the correct information in the best possible order.

You need to take your one big message from an angle that’s interesting to an wide, external audience. What’s the hook that will get them interested? Be clear on this before you put pen to paper, or finger to keyboard, or whatever.

Structure
Follow this structure and you won’t go far wrong:

• Headline (keep it sharp and snappy to grab attention)
• Publication date/date embargo should be lifted (if relevant). If it’s temporarily confidential/under embargo then make this really clear in the header and footer, or use a watermark.
• Your organisation’s contact information
• Summary
• Introduction (who, what, why, where, when)
• Details
• Call to action – where can readers find more information? Signpost them so it’s really clear.
• Sometimes a press release says ‘ENDS’ at the end. I personally think this is a bit arbitrary. Some people also add a total word count. And sometimes they add ‘###’, which is a throwback to the olden days (there’s an interesting fact to be discovered here – let me know if you know why this is). I don’t do any of these things, but you do you.

Who, what, where, why, when

When you’re bogged down in detail, it’s easy to forget the big messages. The who, what, why, where, and when should ALL be covered in your introduction. Keeping all the most relevant information at the top means it’s easy to find without having to read the entire article (remember the Inverted Triangle).

E.g. “Joe Bloggs Ltd is hosting an important event aimed at senior-level marketers on 1st September 2023 at XYZ Studios, London at 7.30pm. This will be an excellent opportunity to network with some of the best in the business.“

Know your audience

Be crystal clear on who your press release is speaking to, what the big message is, and what you want them to do next. Only send the press release to relevant publications (online or in print) that are relevant to your news. Clearly signpost readers at the end via a call to action e.g., ‘Book here’. Keep in mind that an external audience may not understand the acronyms you use every day, so always write them out in full and explain any jargon.

Link to your sources

Always include URLs/hyperlinks to any of your sources, along with any webpages you want to send people to, to take the next step (e.g. register, send an enquiry, etc.).

Keep it short

Opinion is split as to how many words a press release should be, but if you keep it between 200-450 words you should be ok. In your submission, you can always include an offer to edit down if required. Anything over 450 words could be ignored. Keep sentences and paragraphs short, and make sure there is a logical flow of information throughout.

Stay on track

A press release should be used to convey one piece of news or information. If you stray off on a tangent or you try to land more than one big message, you’ll lose people and it likely won’t get published.

And finally…

Don’t forget to proofread and edit! Clangers can easily creep through, so ask someone you trust to give it a careful check before you start distributing it.

Want more info? The BBC has a lot of helpful information, like this BiteSize Guide.

And if you’d like to get a professional to write your press release, we’ll happily take it off your hands! Get in touch and we’ll talk it through.