Journalists are busy people; a well-written, professional press release is the quickest way to present your story to them. It will be competing with lots of others, so your release needs to grab the attention of the editor or journalist that you’ve targeted.
Top Ten Tips for writing a press release
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Start with the basics
Clearly mark the top of the document with PRESS RELEASE. Put the date that you wish the release to be published. Write ‘For immediate release’ if you want your story reported straight away. You can ask for the information to be held back until a particular date. This is called an embargo. For example, you might want to capture the interest of the press but not reduce the impact of an announcement until it has been made; you can embargo your press release, or part of it, until the event has happened – state the date and time until which it is embargoed.
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Start the release with a headline
Although you may find it easier to write this once you have pulled the content together. Journalists think in sound-bites, so use the most exciting, attention-grabbing part of the release to sell the story and make them want to read on. However, keep it simple and try and not be too clever as it should clearly encapsulate the main point of your release.
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Your opening paragraph must explain the headline
It should highlight the main news message clearly and vividly. The first 20-30 words are crucial; these could make or break the pitch. Each paragraph thereafter should be in order of importance, finishing with the least important information. If it’s useful, reiterate your key points at the end. Simply stick to answering – Who? What? Why? Where? and When? to ensure you do not forget any of your key points.
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Stick to a single page wherever possible
If you have room, use double or 1.5 line spacing. Editors like to scribble between the lines.
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Think about your use of language
Avoid long sentences and complicate jargon. Stick to the facts and do not use adjectives; a journalist is not interested if you think your business is great, but would be interested if you had won an award.
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Only tell one story per press release
If there is more than one, write another release.
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Your contact details are essential
They should go at the end of the release as ‘For further information, please contact…’
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Read your release thoroughly
Check your spelling and get someone else to do the same.
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Mark the end with ENDS
So that the journalist/editor knows that they have the complete release, and put your contact details below this.
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Use the Note to Editors for key information
Such as information about the company, if relevant, biographies etc.
Journalists have little time and may simply copy and paste your story, so ensure all details are correct, and spelling and punctuation is accurate.
And finally, think about how you will send your press release. If you email it out, include it in the body of the email as well as an attachment to make it easy to access.
