Writing a good press release

The basic tool you use to get a story into the media is a press release. Your press release must be news and not just an advertisement for your business.

The idea is for the media outlet to see it as valid information. It can and must say positive things about your business but it can’t be too blatant a “plug”.

You will not be able to give the whole picture - just the bits that make it a story, plus supporting facts. You will need to write the story objectively - you can say something is a “first”, but not “the best.” - and no opinions, unless you are quoting someone. You will need to write in the third person (even about yourself). This is difficult until you get the hang of it.

Some other pointers:

• Make sure the headline is short and to the point. Don’t waste time being creative or clever - it will not be used!
• Make sure the first paragraph tells the story and that the story is one which is attractive to journalists.
• The first paragraph must contain the main points of the story - and answer the questions: who, what, where, when and why. Each succeeding paragraph should be of less importance than the one before..
• Use vigorous language. Keep sentences and paragraphs short and simple. One thought per sentence. Make every word count.
• Do not use jargon, clichés or abbreviations - though you may use initials, after stating the organisation's name in full. You may need to give a brief popular explanation of some terms.
• When referring to people by name use both forename and surname in the first instance.
• Always try to give at least one useable direct quotation. These should be checked with the person being quoted, and that person should receive a copy of what they have been quoted as saying.
• Keep it brief. 150-200 words is generally enough (8-10 paragraphs).