How to write an effective press release

Even in this multi-media age, the press release is still a key way of generating media coverage. But how do you ensure that yours catches editors’ eyes rather than getting thrown in the bin? Here are some useful hints:

  • An effective press release needs to be based on a good idea – so spend time originating a really compelling story.

  • Think about your target audience – what media do they consume? Check out those media outlets and make sure your release is tailored to fit their style and content.

  • Many journalists will only scan the first few lines – to ensure they read on:

    • Go for a simple and arresting headline.

    • Include a slightly longer sub-headline which explains the story in a nutshell.

    • The first paragraph must hook the reader – use it to summarise the strongest element of your story as simply and dramatically as you can.

  • Ensure the key questions ‘Who? What? When? Where?’ are answered in the first few paragraphs – but keep those paragraphs readable – don’t cram them with facts.

  • Don’t forget to include your contact details prominently.

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