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Writing an Effective Press Release - Tips

by Debbie LevenPR Coach

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1. What’s your news story?

• You must have a ‘hook’ i.e. a reason for the story• No sales pitch please

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2. Do your research

• Research your key press and media• What topics are they interested in?• What deadlines do they work to?• How do they use social media?• Are they staff or freelance?• Do they work across different press and media?

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3. Ask the question

• Don’t assume there has to be a press release• Is it the best way to get your news across to your target press and media?

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4. Think timing

• Don’t embargo unless for a very good reason• Know the timing, and deadlines, for the press and media you are targeting

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5. Your press release title

• Pick the 3 of 4 words most relevant for your story and craft a title around them

Your title must:• Attract attention of the journalist• Show how your story is relevant to them• Be short and snappy

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6. Inverted pyramid structure

• Ensure most important information is up top in your press release• Add to the story in further paragraphs• Use third party endorsement if possible• Put additional information in ‘notes to editors’

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7. Constructing the story

• Summarise the story in 25 words or fewer• That gives you the first paragraph of your press release• Journalists want human interest so give them that• Answer the who, what, why, where, when and how in your press release

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8. Splice and dice

• Consider angles to appeal to your different target press and media• Tailor your news story• Consider what you can offer relevant for the type of media you are targeting– television, radio, online

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9. Use fewer words

• Cut out the jargon• Edit, edit, edit• Save opinion for quotes• Keep words and phrases simple

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10. Remember purpose

• To present your news concisely• To give outline of the story• To make it easy for the journalist to use your story• To give the journalist what they want in a format that works for them

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11. Issuing press release

Do not:• Send your press release as an email attachment • Send photos unless requested• Embed logos in your press release• Send your press release to a distribution list as a blanket email (i.e. not tailored)

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11. Summary

• Be clear on the purpose of the press release• Focus on human interest• Ensure there is a ‘news hook’• Give journalists what they want• Write clear, concise copy• Tailor your press release and personalise approach emails

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For more information and help, see:

• Press release template in wordhttp://www.slideshare.net/debbieleven/press-release-template-word

• Press release checklist http://www.slideshare.net/debbieleven/press-release-checklist-uk

• PR audithttp://www.prcoach.co.uk/pr-help/

• 5 top tips for press release successhttp://www.prcoach.co.uk/5-top-pr-tips-to-get-press-release-success/