How to Write For Press

Ensure that the release is grammatically correct and does not contain any spelling mistakes or errors. Make sure sources are quoted correctly.

Refrain from using over hyped quotes from sources as they will be presented as being too biased.

Keep it punchy and do not use unnecessary flowery language. Journalists and editors receive hundreds of press releases each day, if it’s not obvious what the release is about from the start, they may delete it without getting to the important information.

There’s no point sending a press release about an event weeks after it has happened as it will just not be used. Similarly, do not leave it to the last minute to send a release alerting journalists of an up-and-coming event. Journalists and photographers’ diaries get booked up very quickly so the more notice you give, the more likely it is that they will be able to cover the event.

Stick to the: who, what, when, where, how/why formula. Once you have written the release, read it to yourself to see if it conjures up more questions. For example, if a new state-of-the-art facility is being opened then the journalist is likely to want to know how much it cost.

Keep it short and simple (use fewer than 10 words if possible). It should convey the key points raised in the opening paragraph in a light-hearted manner that catches imagination and the journalist’s attention. If the release is for immediate release say so and if it is embargoed, make sure you put that information clearly at the top of the release.

A good story angle must have three attributes, it must be the most important fact in your story, it should be timely and unique, newsworthy or contrary to industry norms and trends. This angle should be clear in the first paragraph of the release.

Avoid sales pitched and remove you, I, we and us, replacing it with he or they. Refrain from expressing personal opinions, unless it is in a quote.

Journalists always use quotes to add an authoritative voice to their reports, if you do not provide a quote or information about interview opportunities then you will no doubt get calls from the journalist asking for them.

In general a press release should not be more than one page long. Try to break up the text using sub headers if possible so it is easier for journalists to read and put important information in bold lettering.

At the end of the press release provide some brief background information on the company/organisation as well as details of who to contact for further information.

If the event has already taken place, include photos where possible. If this is not relevant, send photos of people who are quoted or suggest a photo opportunity. These days most editors like to have an image to illustrate the story. A photo could be the difference between running or dropping a story.