How to Write a Great Press Release

Think like a journalist. That means:

• Make sure it’s news. There’s no point issuing a news release that doesn’t grab editors’ attention. News is all about people – and topical. Your company may think its new organisation chart will be fascinating to the outside world – far better to tell the media about the 50 jobs you have just created. Especially in a recession
• Think in headlines. That’s how to write your introduction. Imagine you have to shout a brief synopsis to someone on a railway platform from the window of a departing train
• Grab attention with your introduction and follow-on paragraph – summing up the essence of the story. Other paragraphs will flesh out the detail. Journalists may decide in seconds whether your story will be run. So make that intro work!
• Is it topical? No point telling the media about something you did last year. Make your release about a current affair, and if it can be done credibly and to your benefit, link your story to something else that’s happening which is proving newsworthy
• Brevity is a virtue. Keep to one side of A4 for a news release. And make sure you include your contact details so interested journalists can follow-up if they need more information.