Crafting an Effective Press Release

Your guide to writing a press release that journalists will actually read

Looking to share your news but unsure where to start? Writing a strong press release is a great way to market what you have to offer, be it a product or service.

Writing effective press releases can also help you control the narrative surrounding your brand. As a ‘primary source’ they ensure that any information about your products and services comes directly from your mouth.

What is a press release?

A press release is an official statement issued by an organisation or business to news media outlets and beyond. They are used to introduce new products, services, or events, make announcements to the wider public, or generally publicise a brand.

They are particularly useful when you need/want to quickly publicise information to unrelated groups of people. Media outlets with a large reach can help get your word out there, but you must make sure that your press release is worthy for them to do so.

What should a press release include?

• The five Ws

Don’t leave anyone guessing. The reader should know exactly what the purpose of your press release is from the get-go. So, the first paragraph should answer these staple questions: ‘who?’, ‘what?’, ‘when?’, ‘where?’, and ‘why?’.  

• A compelling headline

Reporters are inundated with press releases, so you must use the headline to make yours stand out and spark interest. Similar to any news story, your press release should include a short and specific headline with action verbs. You can read more about writing good headlines here.

• Understandable language

Press releases should convey information in a straightforward manner. Simple, ‘to-the-point’ language is essential. Just give the facts – avoid too many adjectives and use layman terms rather than getting too technical.

• Valuable news and information only

For reporters to act on your press release, it must be newsworthy. Press releases shouldn’t be long documents with any tangents – media outlets are time-sparse and will discard anything that they feel wastes their time. Give them something to care about – what makes your product unique, or your event so good?

•  Interesting quotes

Tempt the reader with quotes from critical spokespeople involved in what you are trying to publicise. Quotes will help bring the details to life, adding a personal perspective on your announcement. Promoting an event? Include a quote from the organiser. Marketing a product? Include one from the creator. Remember to include their full name and professional title!

• Brand voice and ethos

Press releases are valuable pieces of marketing content, not simply a way of earning news coverage, so it is important to make sure they are ‘on-brand’. Reflect the core values of your business in the information you are sharing.

• Brief summary of your business

This should come at the end of your press release to give the reader a better understanding of your business after they have been introduced to your news (again, keep this segment concise!). It's also important to include a logo and link to your company website should the journalist wish to learn more.

• Good quality images

Pictures will help grab attention and offer more insight into what you're promoting. Always ensure images you send are in high-resolution so they look good in print and online. A pixelated image will immediately turn people off! Also ensure you have permission to share images of anyone who is included in them.

Who should I send my press release to?  

To get the news coverage you want, it is important to send your press release to appropriate platforms.

The best people to contact are assignment editors and journalists who work for certain sections of newspapers, magazines, TV networks, radio stations, or online media outlets. Avoid going straight to the editor – sourcing and writing stories isn't part of their so they may well get missed or ignored!

Identifying a journalist with a specific interest in your story will increase the chance of your press release being successful. Search online for someone, or a platform, that has previously written about similar topics or industries – they are more likely to want to hear more about what you have to offer!

Next you will need to find contact information. Some journalists’ emails can be found in their bios on the website of the media outlet they work for. Others will have portfolio websites of their own where you can find contact information.

Many journalists are also happy to be contacted via their social media platforms such as Instagram, LinkedIn and X/Twitter. Take note of whether their profile details the best way to contact them!

 And if you want more guidance from a former journalist who knows exactly what she wants and expects from a press release, get in touch with me!