How to write a good press release

This post is written by Niamh Farren, Knowledge and Communications Specialist, Centre for Effective Services (CES).

• The problem: Press releases often overlook the needs of busy journalists and newsrooms.

• Why it matters: Your release has a better chance of being read and covered by a journalist if it follows some basic guidelines.

• The solution: Think like a journalist – why does your story matter, and how is it relevant? Follow some basic principles and think critically before you pitch.

The growth in digital may have changed the way that organisations engage with the media, but the basic principles of a good press release will always serve you well.

The Roman philosopher Seneca once said ‘Luck is what happens when preparation meets opportunity’, and the same can be said about a successful press release. The frantic pace and sheer volume of news today can make it challenging to catch the attention of a busy reporter. However, there are some common sense ‘rules of engagement’ which can improve your chances should a window of opportunity arise.

"Take a step back from your story and ask the question ‘so what?’"

Cut to the chase

Your release is one of thousands received by news outlets by email every day. A reporter is more likely to open and read it if you include a compelling subject line that grabs their attention. Summarise the essential information of your release in the first few lines – think ‘Too Long; Didn’t Read’ (TL;DR). Expand with more detail in the following paragraphs, leaving the least important information until last. Keep your release short and to the point, avoiding acronyms and any sector-specific jargon. Always send it in the body of an email, never as an attachment. Include contact details and brief background for any follow up.

Focus on what’s newsworthy

Can you provide a fresh angle on something that’s already happening in the news? A local angle to a national story? Does your release involve or refer to someone in the public eye, for example, a politician or celebrity? Review your release critically in the context of the current news agenda and make the case to a reporter. Take a step back from your story and ask the question ‘so what?’

Combine statistics with stories

Include data and human-interest angles to communicate scale and a compelling narrative. Don’t overwhelm your copy with too many statistics, and always provide context e.g., ‘Almost 500,000 people are affected – that’s enough to fill Wembley stadium at least five times’. Beneficiaries such as service users can illustrate impact and bring your issue to life. Use real people who are comfortable to engage in any follow-up activity if required and be prepared to support them.

"A well-written press release can help you to plan and control your own communications activity and clarify a shared purpose, message, and who speaks on your behalf."

Target local, national or area of interest

Local media may be more receptive to your story and may offer the audience you want to reach. You can tailor a national press release for local use, using place and human-interest stories to highlight local relevance. You could also pitch your release in advance to a reporter who you think might be interested.

Don’t get discouraged if your release doesn’t get picked up

News is changing all the time and new developments can quickly push your story off the agenda. That doesn’t mean that it is poorly written or any less newsworthy. Keep an eye on the news for new developments which may give your release a new lease of life.

A well-written press release can help you to plan and control your own communications activity and clarify a shared purpose, message, and who speaks on your behalf. Use it as the basis for your digital communications – create simple infographics using data, video content or photos involving service users and beneficiaries. Be consistent with your message and persistent with your approach.

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