How to Write a Press Release

Here are some tips for writing a press release aimed at regional newspapers, especially useful if you're new to writing for the media.

The basic essentials

• Include the headline and your company name on each page of your release and number all pages.

• Always date the release. Use embargoes only when absolutely necessary.

• Use wide margins and double spacing in all press releases. Avoid underlining and capitals, as this will put journalists off.

• Put the first page of the press release on headed paper and the subsequent pages on normal plain paper. Staple pages together.

Things to include

• Journalists love bullet points. They break pages up, they look authoritative and can be lifted straight off the page into the newspaper.

• Use statistics creatively. Use them to give people a picture of the situation. Be careful about using statistics that are under 50%.

• Include a really strong quote from a named person. Qualify who people are that are mentioned or quoted in the release. State their position to show their authority and expertise.

• Any background information can go onto the second sheet under notes to editors to leave the main body of the press release uncluttered.

Writing tips

• Write the release in a logical order and be clear about what you are trying to say.

• Start with the bits that come easily and then go back later to fill in the other bits like the introduction once you've got started.

• Don't carry a sentence over onto the next page and ideally keep paragraphs on the same page as well.

• You need an eye-catching headline. Not something that would definitely get used in the paper, just something to capture the journalists interest. For regional press releases include a relevant regional name in the headline.

• You need to cover the 5 Ws in your release:
  Who - will be doing it
  What - will they be doing
  When - is the date they're doing it
  Where - will they be doing it
  Why - will they be doing it.

• The first sentence should always be news worthy with the 5 Ws coming afterwards. You need a striking first paragraph. Look for the angle that makes things different.

• When writing the release you need to think: is the story a first, is it special, what will it mean to people, is it anything ground breaking and is it fascinating. Focus your release on the reader.

• Avoid jargon or hype, be natural and use everyday words. Keep it snappy and clear and use positive language with short sentences and words. Make sentences understandable first time round. Keep paragraphs short to create readable chunks. Do not pad the release out with unneeded copy, stick to the essentials.

• Write the release in a way that it can be cut from the bottom but still make sense. Sub-editors will edit from the bottom up.

And finally

• Read through your release carefully and ideally get someone else to read through it as well. Read it out aloud and if it is stilted re-write it.

• Send the press release to a named person.

• Follow up your press release with a phone call to check they have received it and whether they require any additional information. But try to avoid calling at the end of the day or just before the paper is due to go to print.