Press Release Tips

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A press release is an announcement aimed at the news media, and contains information about some new development a person or organisation wants to the public to know about.

In marketing terms, the issuer has limited control over the uptake of the press release. If you issue a press release, you can't force anybody to print it or stop the 'wrong' publications from running it. In this respect, a press release isn't a targeted promotion.

A press release is traditionally a written document, though this needn't be the case these days.

What to include in your press release

A press release must be newsworthy, so has to include the following information...

  • The parties involved
  • The thing the release is about
  • Where the thing is about to or did take place
  • When did or will it occur
  • Why it did or will happen
  • How it happened

A closer look reveals that a press release must answer the classic press questions of who, what, where, when, why and how.

Is it news?

A press release can only be newsworthy if it describes something that other people are interested in. Your new product may be news to your customers, but what about the wider world?

If the thing you wish to describe isn't newsworthy in and of itself, you'll need to find an angle that makes it newsworthy. In the world of news media, fertile places to look for inspiration are...

  • Controversy (e.g. a polarising opinion)
  • Progress and/or future achievement
  • Sex
  • Outrage
  • War, catastophy and death
  • New trends
  • Human interest

When can they release it?

Be sure to include the release date. You'll improve the take-up of your press release if you clearly mark it 'For Immediate Release'. Don't forget to include your contact details, in case a media outlet has questions (a good sign).

The headline is vital

News articles succeed or fail (in terms of getting read) on their headline. Devote considerable thought and time to your headline.

As with the headline in an ad, it needs to be short, punchy and compelling.

Start with your strongest point

Lead with the most important information, right from the first paragraph. Your headline and first paragraph should work together to hook the journalists and editors likely to see your press release.

Remember, you're not selling your press release to readers. You're selling it to editors.

More tips and useful resources

These links provide more tips, information and resources to help you write great press releases, and get them published.