Two simple principles produce a good press release. First, the subject matter has to be genuinely interesting and relevant; second, you have to present it in the right way.

Most PR is geared towards generating good (and free) publicity in the media. The trick is to write it as a news story, not as an advertisement for your firm. Whether your story is published will depend on how good your press release is:

Basic Tips

  • It must be news. The story must be topical: you have to find a peg to hang the story on. It is not news that you make dog baskets – but it would be if the Palace bought one.
  • Head it up ‘Press Release’. Find out the name of the journalist responsible for the section you want it to appear in, and address the press release to that individual.
  • Like an advertisement, it will need a good headline to encourage the journalist to read the whole release. Put a headline to identify the story. Do not waste too much time on dreaming up a winning pun as the sub-editor will always re-write it.
  • Put the paragraphs in order of importance.
  • Include all the key points of the story in the opening paragraph, but keep it tight.
  • You can draw attention to your story by promptly following up the press release with a phone call – but only if you have some last minute news to add to it.
  • Write for the publication’s readership. Use jargon for the technical press but simplify it for your local paper.
  • Put the meat of the story in the first sentence to attract the reader (and sub-editor), then develop the story in succeeding paragraphs. Most stories can be told in three to four paragraphs.
  • Type in double spacing to make it easy to edit.
  • Keep the text short and to the point.
  • Put any detailed or background information in a separate ‘note to editors’.
  • Keep your credibility. Read through and check spellings and all checkable facts.
  • Include contact details, so journalists can easily call if they need further information.
  • Use quotes from an identified source to add interest.
  • Use short sentences and short paragraphs (no more than 60 words per paragraph).
  • Use similar language (eg avoiding inappropriate jargon).
  • Include quotations to spice up the piece.
  • Add your contact details, including your out-of-hours contact telephone number.
  • Include a photo if possible. Put a caption on the back to identify the people portrayed.

 

What makes a news story?

Not everything your company does is interesting to the outside world. If you send out too many boring press releases, you risk alienating journalists.

Business announcements, whether appointments, sales or product launches, are all legitimate news stories that appear in trade and specialist magazines. Another way to make the news in the business press is to comment on important issues in that sector or commission a survey and present the results.

Getting your news into the local press can be difficult. You often have to put a human-interest spin on your stories – for example, involvement in a charitable event would be an ideal way to publicise your company. You should also tailor your press release to different publications.

Whatever type of publication you’re targeting, it’s a good idea to build relationships with the media as you can get more coverage as the relationship grows.

 

Writing a press release

Your press release has to stand out and give the journalist all the facts. Start with a good heading. Keep it simple and make an impact. If it’s good enough the journalist may use it in their publication.

If the journalist is hooked by the headline, they will go on to read the all-important first paragraph. Here, you have to tell the story using simple language and short sentences. If there’s an important fact or figure, start with that.

Make sure that your press release answers the five key questions that every good news story must cover: Who? What? Where? When? Why?

Don’t waffle. A good press release is fewer than 500 words and no more than two pages long. Typefaces should be fairly large and clear – use generous line spacing. Don’t try and cram too much on a page.

Structure is important – the information must flow in a logical way. Use bullet points, short paragraphs and quotes.

Make it clear that this is a press release – mark it ‘Press Release’ at the top and ‘End of Release’ before your contact details. Essential company information should be tightly summarised in a final standard paragraph.

 

Clear Rules

There are some clear rules when it comes to writing press releases — covering everything from news angles to structure. Debbie Leven of The PR Coach offers a complete guide to writing press releases that get results

Before you write and issue a press release, ask “Is there news value in this story? And, “Does it warrant a release?” Too often organisations feel obliged to write press releases using material that is not newsworthy. Fact: if the journalist does not consider it newsworthy, it won’t get coverage. Your aim is to get coverage and raise awareness among your target audiences.

There are key elements that a journalist looks for in a story — and the human interest angle is key. Do you have a human interest angle, and can you show that your news has an impact on people?

Once you have decided that you have a story to tell, you need to draft your release abiding by very clear rules. These rules are designed to make it as easy as possible for journalists to use your material.

 

What should go into a press release?

Answer the following questions about your news:

  • Who? Who are the key players — your company, anyone else involved with the product? Who does your news affect/who does it benefit?
  • What? What is new?
  • Why? Why is this important news — what does it provide that is different?
  • Where? Where is this happening/is there a geographical angle/is the location of business relevant?
  • When? What is the timing of this? Does this add significance?
  • How? How did this come about?

As a starting point, writing down the answers to these questions can be helpful. It’s then a matter of putting them together in short punchy sentences. That sounds simple, but can be quite challenging. If you can’t get the words right straight away, keep trying. Most press releases go through several drafts before they are right. It’s essential that you get across the benefits that your news will bring.

It’s helpful to look at the ‘news in brief’ section in newspapers. If you can capture the essence of your story in 50 words or fewer, as they do in newspapers, you are on the right track. Ideally, for your first paragraph, you should be looking at no more than two sentences, each of 25 words or fewer. You need to get the essence of your story in the first paragraph. Often, once you have crafted your first paragraph the rest will follow, with each paragraph providing more information and explanation.

It is not uncommon for press releases to be printed in the publication without any further follow-up with the sender. One point to bear in mind is that editors edit from the bottom of a press release up so ensure the most important points are at the top of the release.

 

What angle should I focus on in the release?

The most important thing to think about when writing a press release is the target audience. The angle that will interest the readers of a specialist magazine will be very different to those that read the local newspaper. In fact, you should write different versions of your release for the different audiences you are targeting.

When thinking about the audience, consider what knowledge they have about your company and product and the type of language they will understand. The language used to describe production processes, for example, might be relevant for specialist engineering titles but not for your local newspaper.

 

How do I structure and present the release?

Key ways to structure and present your press release are below:

Timing — for immediate release or embargo?

You need to indicate at the top of the release whether it is for immediate release or under embargo and if so, give the relevant date. Generally, immediate release will be sufficient. It can be frustrating for journalists to receive information under embargo that cannot be published straight away. An embargo does not mean that journalists can’t contact you about it however. It just means that you are asking them not to use the information before a particular date.

 

Give the release a title

Under the immediate release or embargo heading, next give a title. The job of the title is to grab attention and encourage the journalist to read more. Don’t labour over what title might look good in print — most journalists/editors will change the title anyway if the release is to be used.

 

Use double spacing

It’s good form to use double spacing, with wide margins. This helps the journalist in making notes and helps present your news clearly.

 

How many paragraphs?

The answer is as few as you need to get your points across. Avoid waffle and lengthy explanation. Keep the copy as tight as possible. If your release runs to three pages plus, this suggests it’s an article rather than a press release.

So, you need to get all the information into the first paragraph. The test of success is whether the story can be understood in its entirety if only the first paragraph was reproduced in print.

The second paragraph expands on information in the first, giving a bit more detail.  Often, the third paragraph provides a quote. The fourth paragraph outlines final information, such as referencing websites and ordering, or mentions other products in development, for example.

 

How to end the press release

Signal the end of the press release with the word “Ends” in bold. After “Ends”, write “For further information, please contact” and list your details or those of an appointed person. Do give a mobile number so that journalists can make contact out of office hours. The more accessible you are, the better.

If any further points of information are needed, these can go in “Notes to editors” under the contact information. Examples might include background information on the company (called a boilerplate), or a note saying that photos are available. It’s helpful to number these points to make the presentation of your release as clean as possible.

 

Which journalists should I target?

It’s essential to research the press and media you will be targeting. Get hold of back copies of publications and tune in to relevant radio and TV programmes. This will enable you to tailor your story to suit. For any news story, there are many layers that can be used to target press and media. If a company launches a product, there might be mileage in targeting any, or all, of the following:

  • local press (the area in which the company is based)
  • specialist press (the company’s sector)
  • specialist press (read by people who will benefit from the news in the release)
  • consumer press (if there is a more mainstream benefit)
  • national press (if there is significant impact or change)

When you do your research, identify working patterns and deadlines. Many weekly local papers, for example, have a Tuesday deadline for Thursday publication. So, you might be wise not to issue and chase a local press journalist on a Tuesday when they are trying to finalise their stories.

 

 

What writing style should I use?

A writing style with sentences that are 25 words in length, preferably fewer, helps give your release ‘punch’. You don’t need to give lengthy explanations. The release should give the journalist the essence of the story. They will telephone you if they want more information. If you get the news content right and write to the publication’s style, you give yourself a good chance of getting your story across.

The release should take a factual tone and be short and concise. If anything about your story needs further explanation, place this additional information in ‘Notes to editors’.

For issuing to broadcast journalists, the same rules apply in terms of writing and presentation. It is not uncommon to be invited for interview and find that, particularly in live interview situations, the interviewer has only read the first paragraph of the release or scanned it in the 30 seconds before the interview.

 

What’s the best way to get a release to a journalist?

Generally, by email. It’s wise to treat the subject line on the email as the title, to grab the journalist’s attention. Any release sent by email should be pasted into the email rather than attached. Many press and media organisations have automatic blocks on attachments. Also, it’s wise to avoid any jpeg logos. Journalists are inundated by emails, so do follow up your emailed press release with a telephone call to check receipt and help sell your idea.

 

Should I always send photos with the release?

If there is scope to use photography with your story, it’s an opportunity worth taking. If you look through the newspapers during the week, you’ll find that many stories appear as just a photograph and caption. It’s a great way to get your message across, and can be quite striking. Avoid head-and-shoulders shots, however — think more creatively.

Explore with your photographer the ideas you have. Be careful with branding, as shots that have large logos in the background can be a huge turn off. For press shots, think how the shot will be reproduced — in black and white or colour? Photos that are to be reproduced in black and white need careful thought to get the tones right.

It’s advisable to include in your press release, under ‘Note to editors’, that photos are available on request rather than sending them automatically with your email release. Clogging up in-boxes won’t win you any friends. When you send through a photograph, always include a caption. If people are included, state “Left to right…” then list the people in the shot and any further detail that’s relevant (i.e. where, when, etc).

  • An interesting and relevant picture will always increase your chances of coverage.
  • The picture will attract the journalist’s attention, even if it is not used.
  • If the picture is published, it will help to draw readers’ attention as well.
  • Provide pictures that are easy to publish.
  • Check what format the image should be sent in. Digital photographs can be attached easily to an emailed press release.
  • If possible, have the picture taken by a press photographer.
  • A press photographer will have an eye for the shots the media want.
  • Ask your local newspaper to recommend a good freelance photographer.
  • If the publication knows the photographer, journalists are more likely to look at your press release.

 

Quotes for press releases

Quotes are the lifeblood of an article – make sure they’re not bland or cheesy. If you have sold a product to a customer, include favourable testimonials from them too.

Your press release must tell the journalist who to call for additional information. If the reporter can’t get hold of the right person when they’re writing the story, they will drop it.

 

Pictures for press releases

The importance of good pictures can’t be over-emphasised. Editors are always searching for stunning images to make their page layouts look good and they would rather not pay for stock shots. Look at the publications you’re targeting to see what kind of pictures they use. Make the subject matter interesting and try to give the image a twist.

The quality of your images is crucial. Use a freelance photographer or borrow an expert friend or colleague. Make sure each image is the best quality it can be. Publications often receive jpegs that are too small and low quality to be used. Find out what format and size of picture the publication prefers.

Finally, write a simple caption. Include your company name and telephone number on a sticker and attach it to the reverse of any prints you send by post.

 


 

Is there an optimal timing for sending out press releases to media?

While there isn’t a magic number, the popular advice is to avoid weekends, Mondays, and Fridays. Others say a slow news day — when nothing much is happening and journalists are desperate for stories — is a good day to send your release out and get an editor’s attention.

Everybody agrees the worst time to send a press release is when the whole world is preoccupied with a big event or breaking news story. Don’t even think about competing with a tsunami, terrorist attack, or school shooting.

And even with the best planning, sometimes your timing doesn’t work out. We had a client that launched a product right when a hurricane hit, and we could not reach many reporters because their power got knocked out for days. If something like this happens to you, just wait until things settle down.

 

What PR People Say and Do

Data from MarketWire, an online press release distribution service, shows that PR practitioners follow this advice. The busiest day for MarketWire is Tuesday, as that is when they receive the highest number of press releases. The second busiest day is Monday.

On the other hand, Fridays are the least busy week day, and almost nothing happens on weekends. Almost everyone sends their press releases between 8-9 am ET.

We tend to follow this if our client is on the east coast, and if they are on the west coast, we send it out at 8-9 PT.

An informal poll of PR professionals affirms this practice as well. When asked when was the best time to send a press release, 53% said Tuesday was the best day, and 63% said morning was the best time.

 

What This Means for You

Now, if everyone is sending their press releases on Tuesday mornings, doesn’t that make it harder to get journalists’ attention if we do what everyone else is doing? Yes, it does.

What you can do is test sending releases at off times (but still not on weekends). For example, how about Wednesday or Thursday morning? Or even after-hours on Monday?

Because editors and journalists are constantly connected, the timing of your press release is becoming less important than it used to be. Media can access their emails and social networking accounts 24/7 — if they want to.

 

 

The Not-so-Simple Answer

It’s also important to know the time considerations of the specific types of media you’re targeting. For example, media with different geographic coverages will have different timing needs. Local media will be more approachable at the last minute, compared to global media.

Another thing to consider is whether you’re targeting news, features, or columns. News departments are always looking for breaking news. You have to be current. Features and columns are planned out more in advance. Also, while news-oriented media plan content day to day, consumer magazines have editorial calendars filled six months in advance. And electronic media can handle last-minute coverage, but printed media cannot.

Think of all these factors when deciding to reach out with news, whether it’s simply a media pitch or a full press release. You want to give media plenty of time to become aware of your story, decide if they want to cover it, and do the necessary legwork to produce their content.

Ultimately there is no formula for timing your press release. It’s more important that you have a story worth telling, your press release meets editorial guidelines, and you have made meaningful connections with relevant media contacts. In other words, know what your audience and what media want, and you’ll increase your chances of getting media coverage.

Aside from media coverage, another key benefit of issuing press releases, particularly over a wire service is for the hundreds of backlinks you would get from issuing an SEO press release.

And here’s one final tip: Extend the life of your press release by using it on all the content platforms you own, such as your blog and website. Promote it on social networks. Create a video to go with the release. Gone are the days of the one-off press release. Give it more legs and it will go far.

When do you send your press releases? What timing has given you the best results? I’d love to hear about your experience! Post it in the comments below, on Twitter, or on Facebook.

Press release checklist

  • Assess if the story has news value and if a release is appropriate.
  • Research the target press and media. Review publications to get a feel for the tone and style. Identify deadlines.
  • Identify the key facts – ask who, what, why, where, when, how?
  • Draft a template structure for your story.
  • Decide who should be quoted from your organisation and if third-party quotes would be useful.
  • Check whether a photo can support the release.

 

Follow up your press release

A follow-up phone call is a good idea, but don’t keep hounding the journalist to ask if they have read the release yet. If your press releases are not getting used, it may be because they are not relevant or newsworthy – ask a journalist what they’re looking for.

 

How often should I produce press releases?

As with any form of marketing, PR works best when your name is seen on a regular basis. Since not every press release is going to be published, this means that you must have a strategy of sending out maybe two or three a month, depending on how serious your intentions are.

Different publications will have different deadlines. Find out what these are and draw up a list for easy reference. There is nothing to stop you sending a press release out early, and putting a date embargo on it until it is time to be published.