5 top tips for writing a Press Release

The first words in the title line should read “Press Release : For immediate release”

• This alerts the reader to the fact this is a Press Release, and hence there should be a story to follow
• If they are not the right person to deal with Press Releases, they can instantly forward it on.

Most Press Releases are for immediate action, but if not, indicate this clearly and give the date on which it should be actioned

Assuming the reader is the right person to deal with Press Releases, you have to attract and hold their attention. The title should inform the reader what the story will be about

Points to avoid in the title:

• Technical jargon
• Repetition; e.g. do not waste words in the title with “Company X launches a new product” if the press release is about Company X
• Superlatives

e.g. If you are about to launch a mobile pet grooming service, then ‘Pets need grooming’ isn’t a great title

3. Think Twitter for your summary

Twitter limits users to 140 characters, which usually works at about 20 words.

• So, after the title, think about how you would ‘tweet’ your summary to encapsulate the story – this should be your 1st paragraph
• The five W’s are a helpful guide: who, what, where, why, when
• Of these, why is probably the most important to address

e.g. “Pampered Pets launches its mobile grooming service. Our fully-insured staff offer clipping, washing and grooming round a 20 mile radius of Marlow”

• 1 side of A4 should be the maximum length, which allows for 4 spaced paragraphs
• The 2nd and 3rd paragraphs should expand on the 1st ‘summary’ paragraph and provide any necessary quotations.
• The 4th and final paragraph should clearly signpost any calls to action – don’t run out of space and try and squeeze this information in; if necessary, go back and rewrite an earlier paragraph

Signal the end of the press release with “Ends”

• After this write “For further information please contact” and list your name and phone number
• After this, any further information such as background information on the company or links for photos should go in a section titled 

 Image courtesy of Simon Howden at FreeDigitalPhotos.net