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