How to write an Attractive Press Release

Your Press Release is going to be sent to journalists who receive many 100s each day so it must catch their eye and grab their attention.

A well written Press Release will include the following elements:

• Your story must be current or about an imminent event
• Keep it short and simple without using jargon or technical terms
• Your story must be newsworthy and relevant to the readership of the newspaper or magazine
• Human interest, a local angle or surprise situations are popular.  As is a bit of controversy or celebrity name dropping!  But make sure you have your facts right first!

To make your Press Release easier to read use the following format:

• Date: For Immediate Release (date) or Embargoed for (date to be released if not immediate)
• Headline: Make it eye catching, clear and concise. 
• Always include a photo where possible
• Paragraph 1: Summarise your story with the key points i.e. what is the news, why is it newsworthy, who is the story about
• Paragraph 2: Add more detail to the story outlined in paragraph 1
• Paragraph 3: Include a quote or two drawing out the points of the story
• Paragraph 4: Any further relevant information
• Ends: Use the work Ends at the end!
• Notes: Include background, statistics or links to further useful information
• Contact details: Your name, company, telephone, mobile, email, website, address.

More Press Release tips:

• Find out what the upcoming features are so that you can prepare in advance a Press Release on the topics that you are an expert in
• Keep your Press Release to the equivalent of one page
• When quoting someone always gain their permission to do so
• Send your Press Release in the body of your email, not as an attachment
• Use the headline as the subject line of your email
• Find out what the journalists’ deadlines are
• Follow up to make sure your Press Release has been received, if it is going to be published and if they have all the information required
• If your Press Release is not used, ask why.  This will help to improve your Press Releases in the future
• Don’t give up!  There are lots of reasons why your Press Release might not be used.  The next one could be a successful one.

Do you have any other Press Release tips to add to this list?

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