Tips On How To Write A Press Release

Summary
(To cut a long story short …)

Wondering how to write a press release? Here’s a simple guide.

Writing a press release is quite a structured affair. It’s quite different to writing content for a website or copy for a blog.  To be perfectly honest, it’s not one of my favourite things to do; I usually advise clients to use a PR guru who may also have the necessary contacts. But, if you’re ever faced with having to write one, these tips will help.

Why have a press release?

What would you like to shout about? What thrilling news would your client like to share with the world? The objective of any press release is to provide the most positive, accurate and favourable media footprint.

So, is what you have to say newsworthy? If it’s about global events, new product launches, acquisitions/mergers, partnerships, leadership hirings or financial results, then yes.

If it’s about local awards, local events, CSR activities, then those all worthy, but not exactly front-page-newsworthy ….

How to structure your press release (in a nutshell)

Or, rather, in a triangle.

Press releases need to convey information in a certain way with the most important information provided first.

Think of your press release as a pyramid.

Try using this handy press release template

Here’s the above in a bit more detail.

DD/MM/YYYY (Add date)

EMBARGOED UNTIL DD/MM/YYYY (Delete if for immediate publication)

Add Your Headline Here

This needs to convey the core of the story and grab the reader’s attention.

Keep it short, informative, and newsworthy. Clearly outline the announcement, who is involved, and why it’s happening.

Ensure that any superlatives (biggest, newest, etc.) are clearly emphasised, along with any relevant context.

 Paragraph One: Summarise Who, What, When, Where, Why

Some people add a synopsis after the headline using bullet points so that the reader can easily skim what this press release is about. You don’t have to but, if you do, summarise the top two or three points from your press release. It may help to write these at the end after you’ve written the rest of it.

This first paragraph should expand on the headline, providing a fuller explanation of what the story is about.

Keep the opening paragraph to 2-3 sentences, outlining what the project / announcement is, who the key people/companies/products are, where it is happening, and what it will achieve.

Paragraphs Two & Three: Add More Detailed Information.

What is the product, service or event; when and where is it being launched or happening; who is the person or company behind it and why is it exciting?

Provide more detailed / technical information about this product, service or event, when and where it is being launched or happening. You can add valuable background context on the subject matter and include key data or statistics about any impact the project / announcement will have.

Only include details that are noteworthy and help strengthen the narrative.

Add Quotes

Quotes should be punchy, compelling and to the point, covering the story’s significance, its impact on key stakeholders and alignment with key messaging. Introduce the quotes like this: Name Surname, Job Title, Company Name said: “…”

Final Paragraph

This should include any outstanding factual / technical information – such as external links, dates of the product launch or project completion, any relevant next steps or references to previously announced news about the same product/event/initiative.

ENDS

The main body should be marked with ‘ENDS’ to show the end of the press release.

For More Information

Provide a list of relevant contacts, like this:
Please contact: Add Name, Job Title, Company Name
Telephone: Add phone number
Email: Add email address
High-resolution images available upon request.

Notes To Editors

Lastly, this is where the boilerplate goes i.e., company-approved standardised copy that usually includes a concise overview in one paragraph of what the company is and what it does. You can also add the company’s website with a link. 

As an example, here’s Mailchimp’s boilerplate:

Intuit Mailchimp is an email and marketing automations platform for growing businesses. We empower millions of customers around the world to start and grow their businesses with world-class marketing technology, award-winning customer support, and inspiring content. Mailchimp puts data-backed recommendations at the heart of your marketing, so you can find and engage customers across email, social media, landing pages, and advertising— automatically and with the power of AI.

And here’s Starbucks’ one:

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting high-quality arabica coffee. Today, with nearly 40,000 stores worldwide, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at stories.starbucks.com or starbucks.com.

Press release approved and ready for distribution?

A newswire service, such as PR Newswire, distributes your press release to a broad network of subscribing editorial offices,  newsrooms and publications. Some services are free, some aren’t. Alternatively, do your own desk research and email the relevant journalists and media publications yourself.

Here’s to making headlines.

Written by Caroline Gibson, London freelance copywriter who prefers making ad headlines and feels writing press releases is better left to the experts.

E: caroline@carolinegibson.co.uk  T: +44 (0) 7957 567766