Press releases

Press releases are your most basic weapon – but also your most powerful.

A press release is a story you send to the media about yourself. Every newsroom receives hundreds each week. They follow a pretty standard format:

Make it clear it’s a press release: Write Press Release at the top

Give the release date: If it’s not straight away, write that the release is embargoed till a certain date and time (make sure you give a time, that’s important for radio and TV stations). Note: most media will follow an embargo; sometimes if it’s great news they will ignore that embargo, at the risk of not getting any more press releases from you! Also note that in the internet age, embargoes are rarely used by PR professionals.

Attention catching headline: Just as newspapers use a great headline to catch attention, you’ve got to do the same with your press release.

A good opening paragraph is essential: News editors or journalists will decide whether to run the story – or bin the press release – on the strength of the opening paragraph.

Main body: Here’s where you spell out your story, using all the 5 unbreakable rules of free publicity. And make sure you give the whole story: who what where when why.

Use a quote where you can: Keep it to one person if possible.

At the end: Write a section called Notes to editors. This is where you give information you don’t want to see published. Give them your contact details if they want to arrange a photo or do an interview with you. You should always always have a spokesperson available.

Try to keep your press release to one page: There’s no need to put every single detail, if the journalist wants more they will contact you.

Next: Factfiles >>>