Writing A Press Release

What is a press release?

• Purpose is to present a story
• Usually aimed at editors of publications
• Provides all the information they need typically on one or two sides of A4 paper
• Presents the story in a way which is beneficial to the organisation involved

Writing a press release

• Be clear on the objectives of the release
  • Who is it aimed at?
  • What will interest them about the story?
  • What you want to achieve from issuing the story
• The headline:
  • Functional purpose – to attract attention
  • Sums up the whole story
  • Avoid fancy or clever headlines
  • Try to keep it to a single line of text

• Summarise the key points of the story in the first paragraph (first 20-30 words)
  • Get the key bits in first with the details later on
  • Keep to the facts and write succinctly
  • Avoid advertising or self promotional language
  • Make it easy for the editors:
    • Written in the 3rd person
    • Use the present tense
    • Structure the story
    • Check spelling and grammar
    • Get it proof read
• Maximising coverage
  • Producing different versions (local and national/different emphasis for different markets).
• Timing
  • Quiet and busy press times
  • Deadlines

Laying out a press release

• Use double line spacing
• If the release runs on to two pages add ‘continued…’ to the bottom of the first page
• At the end of the release type ‘ENDS’
• If a photo is provided include a photo caption
• If you need to provide more details include ‘notes to the editors’ after the release
• Include contact details and website address
• Send it out on headed paper

Writing A Press Release

Whilst the world focuses on social media there is still a place for the technical / specialist publication that is serving content to a very targeted / specific audience. For these publications a press release is very relevant. For more information on marketing techniques click here. To talk to a marketing and sales professional click here