Is your story actually news?
Check that before you write a word. A press release needs a story that's new, interesting and matters to people outside your business. If it doesn't pass that test, no amount of polish will get it published.
A new website, a rebrand or an office anniversary usually fails. A product that fixes a problem people complain about, a partnership that changes what customers can get, original findings from your own data, or a strong view on something already in the news can pass. If you can't find a story, don't force one. Expert comment on a live news story is often an easier way in, and our guide to getting featured in the national press covers it.
Who is the press release for?
One publication's readers, ideally. A trade title wants to know what your news means for its industry. A local paper wants to know why it matters to people in the area. A national wants a bigger story with a human angle.
If you have more than one audience, write more than one version. It takes an extra hour, and each one reads as if it was written for that editor, because it was.
How do you write a press release, step by step?
Write it in the order a journalist reads it. Our press release template has the layout ready to copy.
- Release line: "For immediate release", or an embargo date and time if journalists must wait.
- Headline: the news in plain words. No puns, no capitals for effect, no exclamation marks.
- Subheading: the single most useful supporting detail.
- First paragraph: town, date, then who, what, where, when and why. Someone who reads only this should be able to write a short news item.
- Second and third paragraphs: the detail, with figures and where they come from, and why it matters to this publication's readers.
- Quote: one or two sentences from the most credible person, saying something the body doesn't.
- Final paragraph: what happens next, such as dates, availability or where to find out more.
- Ends: mark the end of the release so it's clear what's for publication.
- Notes to editors: two or three lines about the business, plus a link to images.
- Media contact: a name, phone number and email for someone who will answer that week.
Why does the first paragraph matter most?
Because many journalists decide from it alone. If the news isn't there, they won't go looking for it.
This is where self-written releases most often go wrong. They open with the company's history and values, and the actual news turns up in paragraph four. Turn it round. Write the release so it can be cut from the bottom without losing anything that matters, and put the background in the notes to editors.
How do you write a quote that sounds human?
Say something with an opinion, a reason or some context, in the way the person actually talks. "We're delighted to announce" adds nothing, and journalists see it all day.
Draft the quote with the person it's from, not for them. If they wouldn't say it out loud, it shouldn't go out in their name. That matters when a journalist rings to follow up, because the person on the phone has to sound like the quote.
What makes a press release read like an advert?
Sales language. Words like "leading", "innovative" and "unique" tell a journalist you're selling, not informing. Write it like a reporter would: facts, specifics and plain words.
Every figure has to stand up, so have the source ready. Publications regulated by IPSO must take care not to publish inaccurate or misleading information, and an editor who gets caught out by your numbers won't run your next story.
How should you send a press release?
A good release sent badly still fails. These habits make the difference.
- Find the journalist who covers your subject, not a general news inbox.
- Write a short email: the story in two lines, then the release pasted underneath.
- Link to images rather than attaching large files.
- Send while any news hook is live, and reply fast if a journalist asks for more. They're often on a same-day deadline.
- Follow up once, after a day or two. Then move on to the next publication.
Is it worth paying for press release distribution?
For most small businesses, not on its own. Wire services put your release on lots of sites, but that's not the same as a journalist choosing to write about you. A targeted email to the right handful of journalists usually does more. Anyone who promises coverage is usually selling paid placement, which is advertising, not PR.