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!
- 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 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. 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
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