Landing the press coverage you want is not an exact science. There’s no such thing as a sure-fire guarantee of success. Just because you’ve written a press release, and sent it out, does not automatically mean your story will get covered. News desks are bombarded with press releases on a daily basis and a large number don’t get coverage.
It’s a hard nut to crack, but a well-written and targeted press release will help your story stand out and boost your chances of press coverage. It’s hit and miss. Sometimes, stories you’re sure will get media pick-up, don’t, and those you think won’t, do! Always be prepared for the element of surprise.
To guide you through, here are some basic tips and tricks of the trade for writing a good press release. Novice or expert, this blog post will help improve the quality of your writing and understanding of the press release format. Here’s how to write a press release like a pro.
What is a press release?
A press release is a story or an announcement sent to journalists by an organisation, charity, or business aimed at generating media coverage.
Public-facing, a press release imparts important information and knowledge. Clarity, brevity, and accuracy are key elements.
A press release – or news release – usually covers one of the following areas:
Publicising an upcoming event or a new product release
Announcing a new political initiative, government policy, or official statement
Corporate breaking news such as an IPO or a new bid offer for a rival company
Raising awareness about a specific cause or issue
Promoting a charity fundraiser
Building profile and brand
Protecting reputation
Once a press release is submitted to a news outlet, an editor or a producer will ultimately make the call on whether a press release is newsworthy enough to run.
Where to start?
Start with the most important element: the story.
Exercise your news judgement. Ask yourself: Is my story idea newsworthy? Could you see it in your local newspaper or being talked about on TV? Or is the content more suitable for a newsletter or a social media post?
If there is no discernible news angle to hook onto, your story is unlikely to get media coverage, so it’s best to reconsider the need for a press release. Don’t assume your story will get covered just because you’ve sent a newspaper a news release. Better to wait until you have a stronger news hook rather than waste your time writing a press release that won’t attract interest.
Do your prep early in the process
Before putting pen to paper, it’s worth investing some prep time.
If you’re struggling to come up with story ideas, be creative and think of possible news angles that will help sell the story. Maybe there is an upcoming conference in your sector you can link to? Any recent developments you can tag on to? Any trending topics? Consider what kind of stories your target audience is interested in. What are your particular strengths and position in the industry?
And if you do hit a home run and score lots of media coverage, what about the knock-on effects? What if demand for your product goes through the roof? This obviously a nice problem to have, but could your business cope? You wouldn’t want to let new customers down as that could cause reputational damage. So, if you have a very strong story and are expecting tons of press coverage, make sure you have contingency plans in place.
Planning and strategy
Do your research at the planning stage of your press release. Think ahead of the questions a journalist may ask on the back of your press release about your business or marketplace. Know your topic thoroughly. Research is important and this is the perfect time to do it.
Determining your key messages will bring focus to your writing. A good press release will usually stick to two or three succinct key messages that will resonate with your audience. Developing your messages at this early stage also helps in later interview preparation.
As well as key messages, set objectives, and in media evaluation terms, have a clear sense of what success looks like for you.
Verbosity is your enemy
Writing your own press release can be a daunting prospect so let’s break it down into more digestible chunks.
The first rule of press release writing: keep your language concise and simple. There’s no maximum or minimum number of words. But a good rule of thumb is not to pack too much into your press release. Less is more!
Clarity is essential. A well-written press release is reader-friendly. This means avoiding jargon and keeping abbreviations or acronyms to a minimum. There are some instances where abbreviations can be useful. For example when the name of an organisation is a very long one, always spell out the first reference in full, putting the abbreviated form in brackets. Future references to the organisation’s name can then be shortened to the bracketed abbreviations to help the reader.
One page vs two pages
One-pagers often work better than two because news desks are very busy with hundreds of press releases to read and filter out. So, something short, snappy, and scannable will have a greater chance of landing.
If a journalist wants more in the way of content, they are sure to ask! But too much content can be more of a hindrance and clogs up inboxes. Newsrooms are very busy places – don’t get binned because your press notice is unfocused or overlong. Indeed, if a half-page is all you need to tell the story then keep it a half-page and don’t feel compelled to pad it out to a full one page.
Two-pagers work for more complex topics, big announcements or explanations of data sets. For example, maybe you’re announcing a new business partnership and both companies want to attribute a supporting quote – or you want to use a case study to help tell the human side of a story that doesn’t easily lend itself to one page. But if you do go to two pages, ask yourself: does your press release need to be that long, or can it be condensed into one?
Writing a good press release needn’t be hard but you should follow a recognised press release format and structure to help it flow. This brings us neatly to the five Ws.
The five Ws for an effective press release
Answer the five Ws in the main body of the press release to give the journalist the basic tools to write a story. What? Who? Why? When? Where?
These are the essential building blocks of good press releases. You can always include bullet points if that helps in your press release to tell the story but don’t overuse them.
No busy editor wants to see a big block of text on a page or endless bullet points. Keep it smart and to the point. Make every word count. An effective press release must be fluid and scannable.
Press release template
In press release writing, format and structure are important. A press release template can help guide you and make the process easier.
Here is a free press release template:
Insert your business logo at the very top of the page (not too big!)
‘PRESS RELEASE’ should be stated clearly at the outset followed by a line stating: For immediate release. Also include the date the press release is issued and the location of your business
Write a strong, attention-grabbing headline – use active tense
The lead should be a well-constructed first paragraph that engages the reader and outlines the story
The main body of press releases should cover the principle points and key messages in language that are both clear and concise
Add a supporting quote from a senior company spokesperson
Include a case study quote in your press release if appropriate
Add contact information details and a short boilerplate about your organisation at the very end
Ask colleagues to review the finished product – check for typos and avoid poor grammar
Think about a digital asset such as a photo to accompany your press release
A press release example – the intro:
[TOP: INSERT ORGANISATION LOGO]
PRESS RELEASE
For Immediate Release – [INSERT DATE]
[INSERT HEADLINE]
[INSERT NEWS LOCATION/TOWN] First paragraph starts here….
Audience matters
Always write a press release with your target audience in mind. It may be a niche audience or a broader one but always cater to the intended reader. Content for a trade publication or a local newspaper can be different in scope for a national news title, so be sure to tailor your press release to your specific audience.
Strong, smart & snappy
Be bold from the opening line. Press releases shouldn’t read like a boring shopping list or a marketing newsletter. If you want your story to create a buzz, you’ll need to stand out in a very crowded space.
A strong headline and opening paragraph are key. The headline should be smart and snappy; no longer than a sentence. And the first paragraph should contain the hooks that make your press release newsworthy.
No lazy openings; it must make the reader want to read on. Again, don’t overcomplicate – brevity is the soul of good press releases. Shorter sentences can pack a bigger punch. Be a ruthless editor and cut out any unnecessary words. This is a press release, not a thesis!
Make sure your facts and figures stand up
The publication of new or interesting stats can help your press release stand out. Maybe you’re a homeless charity and you’ve commissioned a survey that shows increasing numbers of homeless people. Whatever your topic or research, be ready to back up any facts and figures you include in your press release.
A press release will be subject to scrutiny so be clear and accurate. Facts need to be double-checked, and always get sign-off from the people involved in the project. All stats need to be cross-checked and the methodology clearly explained to avoid confusion or misinterpreted data.
Naturally, some topics are very complex and may require an expert communicator so they are correctly understood by a lay audience. Your press release has to pass the understandability test. Make it too complicated, wordy, or densely written and it may not get the coverage it deserves. This is particularly true in the academic or medical fields where there can be an abundance of technical language.
Fact-check your press releases
Credibility is important – should any facts you include in your press release not stand up to scrutiny, it compromises your good work. If you have any doubts about a data set or data source it’s best not to use it. If in doubt, leave it out. A press release is about imparting information and should answer a reporter’s key questions; not leave them confused because some of the wording or data provided is unclear.
Share the finished press release with other people in your organisation to double-check for typos and grammar before sending it to media. Once you click send, there’s no going back so make sure it’s news desk ready. Needless typos or careless grammar certainly won’t help your cause! Use free online tools such as Grammarly to check your copy is typo-free.
Master your tone of voice
Your tone of voice should reflect your brand. Remember, your press release will probably feature on your website if you have one so messaging and tone of voice should be on-brand. Press releases really help build your brand and drive SEO (search engine optimisation) so write them with this in mind.
It is important your press release sets the right tone. Consider the subject matter. For instance, if the press release is promoting a charity fundraiser like a marathon or a cycling challenge, then the tone and language can be a bit more fun and creative. For a catchy headline, maybe use a clever or funny pun to draw people in.
However, this doesn’t work for subject matter that is more serious in nature like a major government policy announcement. Make sure the tone of your press release always matches the subject matter.
Be human and relatable
Supporting quotes help give your press release a human face and usually come from a named company spokesperson. The general rule on spokespeople quotes is the more senior the better, so CEO or Managing Director level.
A few sentences in length, and found three or four paragraphs into the press release, a quote can really add impact. Always give a person’s full name and job title. All quotes should use quotation marks and try to make them conversational. Less robot, more human!
Any quote you use in a press release should add depth. Make the quote interesting and use the space to introduce a new angle if you can. Resist the temptation to cover the same ground and repeat what’s already been written in the press release. Journalists will only use the quote if it adds to the story or gives it an extra punch, so think carefully about what you want to say. Maybe there are some interesting stats you can use that help tell the story or create a more newsworthy angle.
A press release example – the quote:
[NAME], [POSITION], [COMPANY NAME], said: “…….”
Fred Fetch, CEO, All the Fab Dogs, said: ‘Dogs are man’s best friend and, as a charity, we hope to give them the best start in life…”
Case studies: A human face brings the story home
While most press releases contain a supporting quote from a spokesperson, some press releases also make good use of case studies. Case studies can really help you tell a story and deliver emotional impact. Say you’re a charity and want to focus on the human aspects of living with a specific condition, or you want to raise awareness, then a good case study helps tells the story.
A quote from a case study can be a paragraph or two and really adds the human element to your story. The stronger the case study, the more impact it will generate.
Case studies are not appropriate for all press releases but if you do want to use a case study in your press work, be sensitive in your approach and how you handle their story. Always be sure they are happy to talk and that you are sticking to agreed parameters on what they want to share in public. Don’t overstep the mark, and always respect their wishes and instructions. Ultimately, it’s their story so it’s your responsibility to make sure it’s sensitively told.
Be careful: consent is very important. Ensure you have full consent to use their story in the press and that you have their full sign-off for the press release and its wording.
End with a call to action
An effective press release should include a call to action. Maybe it’s urging people to sign a petition, join a campaign, or register for a future event you’re holding.
Your press release should always contain a link to your website – signposting people to your site will help drive traffic.
Add a Boilerplate
Finally, insert media contact details for journalists to ask follow-up questions or make interview requests. A contact name, telephone number, and email will suffice.
A press release template usually has a boilerplate at the very end. A boilerplate is a very brief company description, so keep it short.
No longer than three or four short bullet points, it can include background information such as:
The organisation’s history and/or timeline
What is the organisation’s niche or specialism?
Any notable facts and figures such as the number of staff or industry recognition
Digital assets
So, you’ve mastered the perfect press release. Now what? A good press release is not just about writing well. Given so many news articles are online now, you need to think beyond great copy. Visuals are important too. Think creatively about any digital assets you can send with your press release.
A great photo can really drive pick-up, so you can make it fun/creative/quirky! If it’s a story about an event or a fundraiser, attach your best crowd-pleasing image. Or maybe a good jpeg image of your quoted source. If not, a jpeg of your company logo. Don’t send more than one, though, as news inboxes can fill up fast! If an editor wants another photo, they will ask you.
Consent
Consent for use of photos is very important in media work, so if you are in the UK make sure anyone featured in any photos you are sending to media outlets has signed a GDPR consent form. Always double-check consent – if in any doubt don’t use it. Better safe than sorry!
Know your media
It pays to know your audience and your target media. Get acquainted with the topics that your target media is writing about. Are there trending topics you can lend your expertise to or craft a news story around? Look at relevant journalists’ Twitter feeds to see their interests and recent stories. Read or watch the news outlet you are targeting. See what’s making news in your sector.
What media you target can depend on the nature of the story. For example, a new product launch media release may land well in trade and business press, while a release about a new store opening may fare better in local press where the new store will be located.
Press release distribution
Timing is important in press release distribution. Work out an effective media strategy. Give yourself the best chance of success by getting a handle on deadlines, so you know the optimum time to send a media outlet your press release. Some news publications are daily, but others will be weekly or monthly publications that have hard deadlines, so make sure you know these dates and get the story in on time before they go to print.
For example, Sunday newspapers have longer lead-in times than daily publications so unless it’s urgent breaking news, don’t send them your press release the day before! Alternatively, if you are targeting a trade publication or looking to place a feature in a magazine, do they have a forward planning editorial calendar to which you can link your future press work? If yours is a business story, it is worth sending your story to the financial news wires and don’t send as a PDF. A press release distribution service can also help you get your story out there.
Submitting your press release
Do your homework on how best to make a story submission. Is there a generic news desk email address to send press releases to, or named journalists who work a specific beat? You can usually find this information on the outlet’s website in the ‘contact us’ section. It takes time but knowing when and how to pitch a press release is critical in media outreach.
For your first press release, depending on the nature of your story, you may want to start out by aiming at local newspapers and radio stations in your area. Distribution is key so make a list of all the press in your area and email them your press release. You can target more than one outlet but individual emails work well and show a more personal approach. Some outlets ask you to submit your press release via a form on their website rather than emailing it to a news desk inbox.
Once it’s been submitted, it may take a few days or even weeks (if it’s a weekly print outlet) for your story to feature. When a story is not time-sensitive or has a long time span, an editor may decide to keep it for a future edition.
Be quick to respond to any media questions or interview requests that come your way as the news business moves quickly!
Embargoed copy
Press releases are sometimes sent out to media outlets under embargo. This means placing a specific date and time embargo on a press release and sending it to targeted news outlets a couple of days in advance of the release date. It gives the outlet time to plan, film interviews if needed, and run it as an on-the-day exclusive across their platforms in time for early morning bulletins.
The effectiveness of a news embargo really depends on the strength of the communication and how newsworthy it is. For example, this approach can be useful for a high-profile announcement, hotly-anticipated stats, or an important medical breakthrough that may need careful handling. It certainly doesn’t work for every press release so think carefully about whether your story warrants it.
Use social media to amplify your story
Content is king on social media platforms, and press releases provide the very best content. Social is a key component in your media strategy to help spread the word so don’t forget to share your press release content on your social media. It’s a great way to boost engagement and followers. Upload the press release onto your website and link to it in your social media post – it can really help SEO and drive traffic to your site. If you tag your press release social post to a popular trending topic, that’s even stronger. The more eyeballs, the better.
Twitter is popular with reporters who use it for story generation and to keep an eye on breaking news. It’s an immediate form of communication. So, if your organisation has a Twitter account, post engaging content regularly to help raise your profile, amplify your message, and make connections. It’s certainly worth the time to build a network of like-minded professionals, influencers, and media that you can readily share your content with.
If your press release is a success and generates media coverage: congrats! Big it up by sharing a link to your published press coverage with your social media followers. It will build credibility and authority – as well as boosting staff morale, too. Win-Win!
If at first, you don’t succeed…
Be patient! Remember that without failure there is no success, so don’t be afraid to try things and learn from the results.
There’s obviously no guarantee your press release will get picked up the first time out. Sometimes it’ll take a couple of press releases to finally cut through so don’t be disheartened.
If one press release doesn’t land, don’t give up, It may take several attempts and multiple press releases to get it right, so keep trying with new and interesting stories that have strong news hooks.
The prize is well worth it – name recognition in the media combined with the brand awareness it brings will really help your business drive SEO, traffic, and sales.
Hopefully, our free press release template has given you the tools you need to take the plunge.
It all starts with that first sentence.
Over to you now, happy press release writing!
Good luck. And remember, GoFetchPress is here to help. If you’re short on time or get stuck, we’ll write your business or organisation a professional press release here. GoFetchPress is a top-quality press release writing service.