Landing the media 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 hundreds of press releases, and many are binned.
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 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.
A word of caution: AI is NOT your friend when it comes to writing high-quality press releases. Newsrooms are rightfully wary of AI, and any AI-slop will be given a wide berth. So don’t use it!
To guide you through, here are some basic tips and tricks of the trade on writing a killer press release. Whether you are a novice or an expert, this blog post will help improve the quality of your writing and your understanding of the press release format.
Read on to learn 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 producer will ultimately decide whether it 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 on TV? Or is the content more suitable for a newsletter, blog 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 whether it’s newsy enough to be a press release. Don’t assume your story will get covered just because you’ve sent a release to a newspaper. 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 potential news angles to help sell the story. Is there 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 is obviously a nice problem to have, but could your business cope with a sudden rush of orders? 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.
Media Planning and Strategy
Do your research at the planning stage of your press release. Think ahead of the questions a journalist might ask. Know your topic thoroughly. Research is essential, and this is the perfect time to do it.
Determining your key messages will bring focus to your writing. A good press release usually sticks to 2 or 3 succinct key messages that 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 have a clear sense of what success looks like for you. This will really help you with media evaluation.
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 straightforward. 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 helpful.
For example, when the name of an organisation is very long, always spell out the first reference in full and place 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 content, they are sure to ask! But too much content can be more of a hindrance and get lost in 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 dataset explainers. 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 or even three pages, ask yourself: Does your press release really need to be that long, or can it be condensed?
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 chunk 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 principal points and key messages in language that is 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 may differ in scope from that of 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 written by bots 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 & Figures Add Up
The publication of new or interesting stats can help your press release stand out. Maybe you’re a homeless charity that’s commissioned a YouGov survey showing an increasing number 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 to be 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; it should 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 the 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!
Master your Tone of Voice
Your tone of voice should reflect your brand. Remember, your press release will probably feature on your website, 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 essential that your story sets the right tone. Consider the subject matter. For instance, if the press release promotes a charity fundraiser, like a marathon or cycling challenge, the tone and language can be more fun and creative. For a catchy headline, use a clever or funny pun to draw people in. Alliteration works, too.
However, this doesn’t apply to subject matter that is more serious in nature, such as 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 be 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 good, thought-provoking 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 include a supporting quote from a spokesperson, some 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 raise awareness; then a good case study helps tell 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.
Sometimes one person’s story can make all the difference. Take the powerful example of Martha’s Rule and its lasting real-world impact. A year after Martha’s heartbreaking story was so beautifully and sensitively told in the media, the NHS took on board the lessons learnt and adopted Martha’s Rule in all acute hospitals across England, saving hundreds of lives.
Case studies are not appropriate for all press releases, but if you do want to use one, be sensitive in your approach and in 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 they’ve signed off on the press release and its wording.
Go Out With a Bang: Call to Action
An effective press release should end with a call to action. Perhaps 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 your media contact details so journalists can ask follow-up questions or submit interview requests. Always include a named contact, telephone number, and email address.
A press release template usually has a boilerplate at the very bottom. 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 that 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. Don’t send more than one, though, as news inboxes can fill up fast! If an editor wants another photo, they will ask you.
If you want to get your story on TV, B-roll video can be a valuable asset to have in your media toolkit – read our recent blog post to find out more. A short clip with a storyteller might also help you land big-time coverage.
Consent is a Must
Consent for the use of photos is very important in media work, so if you are in the UK, make sure anyone featured in any pictures you send 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 your target media is covering. Are there trending topics you can lend your expertise to or craft a news story around? Look at relevant journalists’ social media 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 one about a new store opening may fare better in the local press where the store is located.
Press Release Distribution
Timing is everything. Work out an effective media strategy. Give yourself the best chance of success by getting a handle on deadlines, so you know the optimal time to send your press release to a media outlet. Some news publications are daily, but others are weekly or monthly and have hard deadlines, so make sure you know these dates and get your story to them on time.
For example, Sunday newspapers have longer lead-in times than the dailies, 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 monthly magazine, do they have a forward planning editorial calendar to which you can link your future press work?
If yours is a business story with a strong news hook, it’s worth sending it to the big financial news wires, such as Dow Jones, Reuters, and Bloomberg.
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, who and how to pitch a press release is critical in media outreach.
If your story is aimed at a local audience, you can start by targeting local newspapers and radio stations. Distribution is key, so make a list of all the media in the area you want to target and email them your press release. You can, of course, target more than one outlet, but an individual media pitch works well and shows a more personal approach. Some local outlets may ask you to submit your press release via a form on their website rather than emailing it to a generic news desk inbox.
Once it’s been submitted, it may take a few days or even weeks for your story to be published. When a story is not time-sensitive or covers an evergreen topic, 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 very quickly!
Embargoed Copy
Press releases are sometimes sent out to media outlets under embargo. This means placing a specific date-and-time embargo and sending it to targeted news outlets a couple of days before the story is due to go live. 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 those all-important early morning bulletins.
The effectiveness of an embargo really depends on the strength of the communication and its newsworthiness. For example, this approach can be helpful for a high-profile announcement, hotly anticipated stats, or a significant 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 PR strategy to help spread the word, so don’t forget to share your press release content on your social media. I
It’s a great way to boost engagement and your follower count. 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.
X is big 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 an X 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. Bluesky is also increasingly popular with journalists, especially those who cover politics, health, or the environment.
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 boost staff morale. Win-Win!
If At First, You Don’t Succeed…
Be patient! 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.
If your story 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.
If you want some more insider tips, head over to our blog post on the ultimate press release checklist and press release templates.
It all starts with that first sentence.
Over to you now, happy press release writing!
And remember, our team of PR experts is here to help. If you’re short on time or get stuck, we’ll write a professional press release tailored to your business here. GoFetchPress is a top-quality press release writing service and PR agency.
