There are some clear rules when it comes to writing press releases - covering everything from the news angle to structure. Debbie Leven of The PR Coach offers a complete guide to writing press releases that get results
What do I need to think about before I start writing my press release?
You need to start by thinking about what publications and sources your customers are reading and what media they read and trust the most.
Next, you need to identify the journalist who is likely to cover the story at each publication. You can then plan your approach.
Is your story newsworthy?
Before you write and issue a press release, ask "Is there news value in this story?". Too often businesses write press releases about topics that are not newsworthy. Fact: if the journalist does not consider your release newsworthy and engaging, it won't get coverage.
There are key elements that journalists look for in a press release - the human interest angle is key. Can you show that your news has good PR?
Once you have decided that you have a story to tell, you need to understand the rules for writing a press release. These are designed to make it as easy as possible for journalists to use your material.
What should you include in a press release?
To write an effective press release, you need to answer the following questions:
- Who? Who are the key players - your company, anyone else involved with the product? Who does your news affect/who does it benefit?
- What? What is new?
- Why? Why is this news important - what does it tell people that they need to know?
- Where? Where is this happening?
- When? What is the timing of this? Does this add significance?
- How? How did this come about?
It's then a matter of putting the details together into short punchy sentences. That sounds simple but can be quite challenging.
Before you begin, be clear on the objectives of your press release. Use your opening line to tell the reader why your story is newsworthy and what makes it interesting? You can use a quote to emphasise something important or interesting. Make sure you include a relevant image.
If you don't get the words right first time, keep trying. Most press releases go through several drafts. It's essential that you get across the key points and benefits.
Always proofread your copy before sending it. It is not uncommon for press releases to be written up and reported without any follow-up with the sender - so make sure your release contains all the key details needed. One point to bear in mind is that editors edit from the bottom of a press release up - so ensure the most important points are at the top.
What should I look out for when proofing my press release?
Read your copy at least twice yourself, with an interval in between. Then ask an independent person to look at it as well as it's easy to become 'blind' to the errors in it.
Check for simple spelling and grammar errors in the main text. Double-check important information such as dates, names, contact information and notes at the end. You can eliminate spelling and grammar errors using a free tool such as Grammarly.
It is common to go through several drafts before settling on a final version. File old versions in an 'archive' folder as you go along to avoid sending out the wrong version.
Writing press releases for different audiences
The most important thing to think about when writing a press release is the target audience. The readers of a niche magazine or website will be very different to those that read the local newspaper. You should write different versions of your release for the different audiences you are targeting.
When thinking about the audience, consider what knowledge they have about your company and product, and the type of language they will understand. The language used to describe production processes, for example, might be relevant for a specialist engineering audience, but not for the general public.
How long should a press release be?
The answer is, as few paragraphs as you need to get your points across. Avoid waffle and lengthy explanation. Keep the copy as tight as possible.
You need to get all the key information into the first paragraph of a press release. The test of success is whether the story can be understood in its entirety just by reading the first paragraph.
The second paragraph expands on the first, giving a bit more detail. Often, the third paragraph provides a quote. The fourth paragraph outlines final information, such as other products in development, for example.
Writing tips for press releases
A writing style with sentences that are 25 words in length or fewer helps make your press release punchy.
A good press release should take a factual tone and be short and concise, giving the journalist the essence of the story. They will get in touch if they want more information. If you get the news content right and write to the publication's style, you give yourself a good chance of getting your story across.
With press releases for broadcast media, such as radio or local television, the same rules apply in terms of writing and presentation. It is not uncommon to be invited for interview and find that, particularly in live interview situations, the interviewer has only read the first paragraph of the release or scanned it in the 30 seconds before the interview.
Timing - for immediate release or embargo?
Indicate at the top of the release whether it is for immediate release or under embargo, and if so, give the relevant date. Remember that it can be frustrating for journalists to receive information under embargo that cannot be published straight away. An embargo does not mean that journalists can't contact you about your story. It just means that you are asking them not to publish it before a particular date.
Give the press release a headline
The headline is the 'two second hook'. So it has to be captivating while also indicating what the news story is about. The job of the press release headline is to grab attention and encourage the journalist to read more. Test your headlines using tools such as the AMI headline analyzer, which rates them for emotional content for different categories of products. Don't waste time stressing over what title will look like in print - most journalists/editors will change the title to suit their readership.
Include quotes
Quotes, like a good image, will add colour to your article, so a good quote greatly increases the chance of a journalist writing about your story. A quote from someone credible can also lend weight to the news item. Expressing an opinion rather than just stating facts can usually make a press release more enticing.
In newspaper and magazine articles you will often see a quote repeated in an eye-catching large font and surrounded by white space. This is what journalists call a 'pull quote' - a technique to attract readers to the item in the first place.
How to end the press release
Signal the end of the press release with the word "Ends" in bold. After "Ends", write "For further information, please contact" and list your details or those of an appointed person. Do give a mobile number if you can, so that journalists can contact you easily. The more accessible you are, the better.
If any further information is needed, these can go in "Notes to editors" under the contact information. Examples might include background information on the company (called a boilerplate), or a note saying that photos are available. It's helpful to number these points, to make your press release as clean as possible.
Consider using AI to write your press release
If you’re finding it hard to write a press release, you can use an AI writing tool to help you get started. Popular AI tools include ChatGPT and Google Gemini; Grammarly allows you to brainstorm ideas and generate drafts in seconds, customised to your tone of voice.
There are also specialised AI press release apps such as Prowly and PressPal. With any AI tool, it’s important to treat the copy as a rough draft. It’s up to you to make sure the AI-generated press release meets your objectives, is accurate and that the content fits your tone of voice.
Who should I send a press release to?
It's essential to research the press and media you will be targeting with your press release. Every publication, radio station, newspaper and TV programme will have an online presence.
For any news story, there are many angles that can be used. If a business launches a new product, there might be mileage in targeting any, or all, of the following:
- Local press (the area in which the company is based);
- Specialist press (the company's sector);
- Consumer press (if there is a mainstream benefit);
- National press (if there is a significant impact or change).
When you do your research, identify working patterns to avoid missing crucial deadlines.
How to send a press release to journalists
Send press releases by email. It's wise to make your subject line attention-grabbing. Paste the content of the press release into the email rather than sent as an attachment.
Journalists receive a lot of emails, so you may want to follow up press releases with a call to check they've seen it.
Should I supply images with my press release?
If you have photographs to use with your press release, then supply them. It's a great way to get your message across and can be quite striking as it draws the reader's eye to the item.
Only use an image that adds something to the story. For example, a picture of the person giving the quote, or of the new product being launched.
Avoid head-and-shoulders shots - think more creatively. Be careful with branding, as shots that have large logos in the background look too promotional.
It's a good idea to include in your press release, under Note to editors, that photos are available on request, rather than sending them as an attachment. Clogging up inboxes won't win you any friends, and attachments may be flagged as spam.
Use a high-resolution image - usually specified as 300 dpi. Consider hiring a professional photographer to get the best quality photo.
When you send your image, make sure you include a caption. If people are included, state "Left to right…" then list the people in the shot and any further detail that's relevant (ie where, when, etc). Give the picture a suitable filename, such as your company name so the right picture is used.
Can I get someone to write a press release for me?
To increase your chances of being published, it makes sense to involve someone who already has a track record with press releases. This might be a freelance professional writer, or someone working for a PR or marketing agency.
There are numerous websites that can put you in touch with freelance creatives such as Fiverr. A star rating systems allows you to see how good each person is based on feedback from previous customers.
Written by Debbie Leven of The PR Coach.
Browse topics: PR and promotion