Writing a Press Release

• Start dating. It’s good practice to place the date at the top of a press release. You should also number your pages.

• Gotcha! Develop a headline that sums up the message in one snappy sentence or phrase. Within reason, be bold, original and creative with your title. Your headline – and indeed your news release - is likely to be changed before it is printed, but a good headline will help grab the attention of a journalist. 

• Who? What? Where? Why? When? How? After the headline, the most important feature of your press release is the introductory paragraph. It must attract the readers’ attention and summarise the story. 

• What are you trying to say? The rest of the news release should expand on your introduction. Remember your key messages. You should include details of any partners or sponsors and their involvement. 

• Prioritise facts too, leading with the most important information. 

• Short is sweet. Make your news release short and certainly no more than two pages. Keep it simple and avoid long sentences and jargon.  

• Say it with words. Include a comment from a relevant person or persons, for example your chief executive or that of a partner/sponsor and ensure they approve this before you issue your news release. 

• Don’t be a stranger. Provide your contact details so journalists can get more information – and make sure you are available for calls. 

• Snap. Include photo call information if there is opportunity for a picture. For example, if you are unveiling a new facility, you may wish to invite the media to take photos of your chief executive or the spokesperson. 

• News extra. ‘Notes to Editors’ should include any information on the organisation that is not entirely relevant within the main section. For example, background information on your organisation or further details of a research project mentioned in the news release.