How to Write a Press Release

Practical advice on how to write a press release that gets your company noticed.

Marketing Aspects

How to get your company noticed? It's simple if you keep in mind that a press release is commonly issued to announce:

• launch of a website or service

• new relationship with another business

• good news or financial results

• appointment of a senior executive

• important market research findings

All news is grist to the business mill, and correspondents rely on a steady supply. Distribution you'll have to leave largely to a news bureau, but the copy you can either compose yourself or hire a professional to write.

Writing Your Own

Releases are written to a standard format, which yours must follow to be taken seriously:

• title: as with the newspaper headline, you must grab the reader's attention here.

• summary: 2 or 3 sentences that stress the importance of the release.

• body: 2 paragraphs giving the details, with individuals quoted.

• company information: what the company is and does, location, when founded, etc.

• contact information: phone, fax, email, company URL, and name(s) of personnel who can be contacted for more information.

Editors want news, not company hype, and you'll be more successful if your piece is topical and includes leads to matters of current concern. Keep an eye on what's happening in your sector of the market, therefore, and examine other releases for structure and ideas. Finally, make sure the piece is proofed and the facts checked: it's not the bureau's job to do this.

Hiring a Pro

Releases are not difficult, but professionals are always happier working with other professionals. Whatever you write, therefore, it'll probably be given a final polishing if an advertising agency handles your promotion. Accept the situation, and just make sure the facts are right.

Getting the News Out

Email and the Internet has greatly assisted the dissemination of business news, but the principles remain the same: your information needs to land promptly on the desks of the relevant journalists and editors. Large companies have their own press officers, but smaller companies will make more use of news bureaus, many of which we list on our resources page. Be aware that:

• before emailing you should first check (phone or slowmail) with journalists and editors that they accept press releases.

• results take time: you may have to resubmit.

• releases must be brief and to the point: any more information needed will be asked for.

• you should keep facts and figures to hand for subsequent phone calls.

Copy should take into account recent changes in the industry, but you'll find more details in our e-book.

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