So, you want to get your news out there, right? A good press release can really help with that. It’s basically a formal announcement you send to news places, hoping they’ll pick up your story. But it’s not just about writing something down and sending it off. There’s a knack to it, a way to make sure your press release actually gets noticed and, more importantly, gets published. This guide will walk you through how to write a press release that stands out from the crowd and gets the attention it deserves.
Key Takeaways
- Your headline needs to grab attention and include important words for online searches.
- The first paragraph should tell the main story quickly, covering the ‘who, what, when, where, and why’.
- Keep the main part of your release clear and simple, focusing on facts rather than over-the-top claims.
- Use quotes from key people to make your story more interesting and real.
- Always check your work for mistakes and make sure it’s easy for anyone to understand.
Understanding the Purpose of a Press Release
Defining a Press Release and Its Function
A press release? Think of it as your official announcement, packaged neatly for journalists. It’s a written statement you send to the media to share news about your company, a new product, or some other newsworthy event. The main aim? To grab their attention and hopefully get them to write about you. It’s a key tool in public relations, helping you control the narrative and get your message out there.
Identifying When to Issue a Press Release
So, when do you actually need one of these things? Well, think about it. Is there something genuinely newsworthy happening? A major product launch? A significant partnership? An award you’ve won? These are all good reasons to send out a press release. Don’t just send one for the sake of it; make sure it’s something that journalists will actually care about. Here are some examples:
- New product or service launch
- Major company announcement (e.g., merger, acquisition)
- Significant funding round
- Industry award or recognition
Controlling Your Brand’s Narrative
One of the biggest reasons to use press releases is that they let you shape the story. You get to decide what information is shared and how it’s presented. This is super important for managing your brand’s image and making sure the right message gets across. It’s about being proactive, not reactive. If you don’t tell your story, someone else will, and they might not get it right.
“A press release is your chance to speak directly to the media and, through them, to the public. Make sure you use it wisely to present your brand in the best possible light.”
Crafting a Compelling Headline
Capturing Attention with a Clear Headline
Your headline is the first (and sometimes only) chance to grab a journalist’s attention. Think of it as the storefront of your news. It needs to be clear, concise, and compelling enough to make them want to read more. Avoid being vague or using overly clever language that might confuse the reader. A good headline should immediately convey the key message of your press release.
Incorporating Keywords for Discoverability
In today’s digital age, it’s not just about catching a journalist’s eye; you also need to think about search engines. Including relevant keywords in your headline can significantly improve its online visibility. Consider what terms people might use when searching for news related to your announcement. For example, if you’re launching a new product, include the product name and its category in the headline. This helps journalists and the public find your press release services more easily.
Aligning with Publication Styles
Before you finalize your headline, take some time to research the publications you’re targeting. What kind of headlines do they typically use? Are they formal or informal? Do they favor short, punchy headlines or longer, more descriptive ones? Tailoring your headline to match the style of your target publications can increase the chances of it being picked up.
Think of your headline as a promise to the reader. It should accurately reflect the content of your press release and deliver on the expectations it sets. If your headline is misleading or sensationalist, you risk losing credibility with journalists and damaging your brand’s reputation.
Here are some headline examples:
- “Local Charity Receives £10,000 Grant for Community Project”
- “New Tech Startup Launches Innovative AI Solution for Healthcare”
- “[Company Name] Announces Record Profits in Q3, Driven by Strong Sales”
Structuring the Opening Paragraph
Including Essential Information Immediately
Right, let’s get straight to it. The opening paragraph of your press release is prime real estate. You’ve got mere seconds to grab a journalist’s attention, so don’t bury the lead. Think of it like this: if they only read the first paragraph, would they still understand the core message? If not, you’re doing it wrong. Start with the most important information upfront.
The Importance of the Five Ws
Okay, so what exactly should you include? The classic ‘Five Ws’ (and one H) are your best friends here: Who, What, When, Where, Why, and How. Answer these questions as concisely as possible in your opening paragraph. For example:
- Who is involved?
- What is being announced?
- When is it happening (or when did it happen)?
- Where is it taking place?
- Why is it significant?
- How will it impact the audience?
Consider this example:
“London, 7th September 2025 – Newsmakers PR UK digital press release services today announced a new initiative to provide free PR support for local charities, aiming to boost their visibility and fundraising efforts across the UK.”
Stating the Release Date and Location
Don’t forget the basics! Always include the release date and location at the very beginning of your press release. This provides context and helps journalists understand the timeliness of the information. It’s a small detail, but it’s crucial for credibility. Think of it as setting the scene for your story. It’s also worth noting that some UK publications prefer the date format DD/MM/YYYY, so be mindful of that. It’s all about making it easy for them to use your release. You can find more information about editorial guidelines on the Newsmakers PR UK website.
Developing the Body of the Press Release
Providing Context and Supporting Details
Okay, so you’ve nailed the headline and opening paragraph. Now it’s time to flesh out the press release with some meat. This is where you provide the background information, elaborate on the initial announcement, and generally give journalists everything they need to write a compelling story. Think of it as building the case for why this is newsworthy.
Maintaining Simplicity and Directness
Keep it simple, seriously. UK media outlets don’t have time for fluff. Get straight to the point. Use clear, concise language and avoid jargon like the plague. Short sentences and paragraphs are your friends. Remember, you’re not writing a novel; you’re writing a news announcement.
Avoiding Exhaustive Histories
No one cares about the history of your company from 1925. Focus on what’s relevant to the announcement. A brief background is fine, but don’t bore the reader with unnecessary details. Think ‘need-to-know’ not ‘nice-to-know’. When considering writing a media announcement, remember that brevity is key.
“The key to a successful press release body is providing enough information to tell a complete story without overwhelming the reader. Focus on the key details and avoid getting bogged down in unnecessary background information,” says media relations expert, Jane Smith.
Consider including a call to action. What do you want people to do after reading the release? Visit your website? Attend an event? Make it clear.
Here’s a quick checklist:
- Is the information relevant?
- Is it easy to understand?
- Does it support the main announcement?
- Is there a clear call to action?
Ensuring Objectivity and Clarity
Adhering to Factual Reporting
It’s easy to get carried away when you’re excited about something, but a press release isn’t the place for it. Stick to the facts. UK journalists value accuracy above all else. Double-check every detail, from dates and figures to names and titles. If you’re making a claim, back it up with evidence. If you don’t, you risk losing credibility and your release ending up in the bin.
Eliminating Hyperbolic Language
Avoid superlatives and over-the-top claims. Phrases like “ground-breaking”, “revolutionary”, or “world-class” should be used sparingly, if at all. Let the facts speak for themselves. A journalist is more likely to be interested in a story that presents information in a straightforward, unbiased manner. Think news report, not advert.
Removing Industry Jargon
Every industry has its own language, but not everyone understands it. Avoid using jargon, technical terms, or acronyms that might confuse the reader. If you must use a technical term, explain it clearly. Remember, your press release might be read by journalists who aren’t experts in your field. Keep it simple, keep it clear.
“We aim to provide information that is easily understood by everyone, regardless of their background,” says John Smith, Head of Communications at Example Corp. “Our goal is to ensure that our press releases are accessible and informative to all members of the media.”
Here’s a quick checklist to ensure objectivity and clarity:
- Verify all facts and figures.
- Replace subjective adjectives with objective descriptions.
- Define any technical terms or acronyms.
- Ask someone outside your industry to review the release for clarity.
By following these guidelines, you can increase the chances of your press release being published and ensure that your message is accurately conveyed to the public.
Integrating Engaging Quotes
Adding Color with Purposeful Quotations
Quotes can really bring a press release to life. They’re not just filler; they add personality and a human touch. Think of them as a way to get your message across in a more relatable way. A good quote can make a story more memorable and give journalists something tangible to work with. It’s about finding the right balance – not too many, but enough to make an impact.
Featuring Key Spokespeople
Who should you quote? Ideally, it’s someone who can speak authoritatively on the subject. This could be the CEO, a project lead, or even a customer who’s benefited from your product or service. The key is to choose someone whose voice adds credibility and insight. Make sure they’re comfortable being quoted and that they understand the message you’re trying to convey. It’s also worth checking with them afterwards to make sure they’re happy with the final quote. For example, if Temi.co.uk were launching a new service, a quote from their CEO about the vision behind it would be ideal.
Enhancing the Narrative with Direct Speech
When crafting quotes, aim for authenticity. Avoid jargon and corporate speak. The best quotes sound like something a real person would actually say. They should add something new to the story, not just repeat what’s already been said. Think about using quotes to:
- Provide context or background.
- Offer a unique perspective.
- Highlight the impact of your news.
“We’re incredibly excited about this new initiative,” says Sarah Jones, Marketing Director at Newsmakers PR UK. “It’s going to make a real difference to SMEs and charities across the country.”
Remember, a well-placed quote can be the difference between a press release that gets ignored and one that gets published. Make sure your digital press release services are top-notch!
Considering the News Angle
Focusing on Value for the Audience
It’s easy to get caught up in how great your news is, but journalists are thinking about their readers. Your press release needs to clearly demonstrate why the information is valuable to the audience of the media outlet you’re targeting. What problem does it solve? What benefit does it offer? If you can’t answer these questions, it’s unlikely to get picked up. Think about the journalist account sign-up process and how you can make their lives easier.
Identifying Community Impact
Does your news have a local angle? If so, highlight it! UK media outlets, especially regional ones, are always looking for stories that affect their communities. Consider:
- Job creation: Are you creating new jobs in the area?
- Economic benefits: Will your news boost the local economy?
- Social impact: Does your news address a local issue or improve the lives of residents?
A strong community angle can significantly increase your chances of getting coverage. Frame your story in a way that resonates with local readers and viewers.
Tailoring to Different Media Outlets
Don’t send the same press release to every media outlet. Research the publications and broadcasters you’re targeting and tailor your release to their specific audience and editorial style. A national newspaper will have different priorities than a local radio station. Consider their typical content, tone, and target demographic. For example, a press release about a new tech gadget might be perfect for a technology blog, but less relevant to a community newspaper. Think about the latest news and how your story fits in.
To illustrate, consider this scenario:
| Media Outlet | Angle |
|---|---|
| Local Newspaper | Focus on local job creation and economic benefits. |
| National Business News | Highlight the company’s growth and market impact. |
| Industry Trade Press | Emphasize the technical specifications and innovative features. |
By tailoring your press release, you demonstrate that you understand the outlet and its audience, increasing the likelihood of coverage. Always include a clear call to action, telling journalists how to get in touch for more information or to arrange an interview.
Optimizing for Search and Distribution
Utilizing Keywords for Online Visibility
Okay, so you’ve crafted this amazing press release. Now, how do you make sure anyone actually sees it? That’s where keywords come in. Think about what people would type into Google if they were looking for your news. Sprinkle those words naturally throughout your release – especially in the headline and first paragraph. Don’t stuff it full, though; that looks spammy and will put journalists off.
Facilitating Journalist Access
Make it ridiculously easy for journalists to get in touch. Include contact details for your press office or relevant spokesperson right at the end of the release. A phone number and email address are a must. Consider adding links to high-resolution images or other supporting materials. The easier you make their job, the more likely they are to cover your story. Think of it as removing friction. You want them to easily access your lead generation platform.
Understanding Distribution Services
There are loads of press release distribution services out there, from free options to premium ones that cost a fair bit. Services like PR Newswire or even a targeted email campaign can get your release in front of a wider audience.
But don’t just blast it out to everyone. Tailor your distribution to the specific media outlets that cover your industry or region. A local paper in Cornwall probably won’t care about your new tech gadget, but a tech blog might.
Here’s a quick rundown:
- Free Services: Limited reach, often ad-supported.
- Paid Services: Wider reach, targeting options, reporting features.
- DIY Email: Time-consuming but can be very effective if you have a good media list.
Ultimately, the best approach depends on your budget and your target audience. Remember to track your results to see what’s working and what’s not. You should also consider the impact of your digital content and how it is performing.
Reviewing and Refining Your Content
Okay, so you’ve written your press release. Great! But don’t just fire it off yet. This is where you polish it until it shines. Think of it like giving your car a final buff before a show – it’s all about making the best impression.
Proofreading for Typographical Errors
Seriously, this is non-negotiable. Typos scream ‘unprofessional’. Get a fresh pair of eyes to look over it. I usually read it out loud, slowly. It helps catch things you’d normally skim over. Even better, get someone else to read it. You’re too close to it to see the mistakes anymore. A single typo can undermine the credibility of your entire release.
Seeking External Review for Professionalism
It’s always a good idea to get someone else to read your press release before you send it out. Ideally, this would be someone with experience in PR or journalism. They can spot potential issues with your angle, messaging, or tone. They might also suggest improvements you hadn’t thought of. It’s like having a second opinion on a medical diagnosis – it could save you a lot of trouble down the line.
Ensuring Understandability and Interest
Is your press release actually interesting? Would you read it if you weren’t involved? Put yourself in the shoes of a journalist or editor. They’re busy people, sifting through hundreds of pitches every day. You need to grab their attention and keep it.
Here’s a quick checklist:
- Is the headline attention-grabbing?
- Does the opening paragraph clearly state the news?
- Is the language clear, concise, and free of jargon?
- Does it offer something of value to the audience?
“Before sending, ask yourself: ‘So what?’ If you can’t answer that question clearly and concisely, your press release isn’t ready,” advises media consultant, Jane Smith.
If you can tick all those boxes, you’re in a much better position to get your press release published. Now go get ’em!
Adhering to Standard Press Release Format
It’s easy to overlook the importance of sticking to a recognized format when you’re eager to get your news out there. However, following established guidelines is essential for ensuring your press release is taken seriously by journalists and media outlets. Think of it as speaking their language – familiarity breeds acceptance. Let’s break down what that looks like in practice.
Following Established Guidelines
The standard press release format exists for a reason: it makes information easily digestible for journalists. Deviating too far from this can lead to your release being overlooked. Here’s a checklist of key elements:
- Contact Information: Always include clear contact details (name, phone number, email) for the appropriate media contact. This might not be the same as the official company contact.
- Embargo Information: Clearly state if the release is for immediate release or under embargo, with the specific date and time the information can be published.
- Boilerplate: Include a brief ‘About Us’ section at the end, providing background information on your organization. Keep it concise and consistent across all releases.
- ‘ENDS’: Signal the end of your release with ‘ENDS’ in bold typeface. This is a universally recognized marker.
Numbering Multi-Page Releases
If your press release extends beyond a single page (though brevity is always encouraged), make sure to number each page clearly (e.g., ‘Page 1 of 2’). This prevents confusion and ensures the recipient has all the information. It’s a small detail, but it demonstrates attention to detail and professionalism. It also helps to include “more” at the bottom of the page, to indicate that there is more information to come.
Utilizing a Recognized Template
While you don’t need to reinvent the wheel, using a recognized template can save time and ensure you include all the necessary elements. Many free templates are available online; adapt one to suit your brand while maintaining the core structure. This shows you understand how to get a press release published and respect journalistic conventions.
Think of your press release as a news story ready to be published. Make it easy for journalists to lift information and adapt it for their audience. A well-formatted release increases the chances of your news being shared.
Remember to include a strong call to action. What do you want the reader to do after reading your release? Visit your website? Attend an event? Make it clear and easy for them to take the next step. This is a key part of an effective press release format. Finally, consider your press release distribution strategy to ensure it reaches the right people.
Wrapping Things Up
So, there you have it. Getting your press release noticed by editors might seem a bit tricky at first, but it’s totally doable. Just remember to keep things clear and to the point. Focus on what makes your story interesting and why people should care. If you stick to these simple ideas, you’ll be much closer to seeing your news out there. It really just takes a bit of practice and knowing what editors are looking for.
Frequently Asked Questions
What exactly is a press release?
A press release is a formal written statement sent to news outlets. Its main job is to share important news about your company or organization with the public, often hoping that journalists will write stories about it.
When is the best time to send a press release?
You should send out a press release whenever you have something truly newsworthy to announce. This could be a new product, a big event, a company milestone, or even a new partnership. It’s all about sharing news that matters.
Why is the headline so important?
A good headline grabs attention right away. It should be clear, catchy, and tell the reader what the main point of your news is. Think of it as a hook to get people to read more.
What should be in the very first paragraph?
The first paragraph should quickly tell the reader the most important information: Who, What, When, Where, and Why. This helps journalists get the main facts straight away.
How can I make my press release easy to understand?
Keep your language simple and to the point. Avoid using complicated words or industry slang that most people won’t understand. Imagine you’re explaining it to a friend, not a professor.
Should I include quotes, and if so, from whom?
Quotes add a human touch and make your press release more interesting. They let key people, like your CEO or a customer, share their thoughts and feelings about the news in their own words.
How do I make my news appealing to journalists?
Think about what makes your news interesting to a wider audience. Does it help the community? Is it something new and exciting? Tailoring your story to fit what different news outlets care about can make a big difference.
What’s the final step before sending it out?
Always proofread carefully for any typos or grammar mistakes. It’s also a good idea to have someone else read it over. A fresh pair of eyes can spot things you might have missed, making sure your press release looks professional.
