Blog / 3rd August 2022

How to write a great press release

If you want to get your brand out there, PR (public relations) can be a great way to do it. Often this starts with a press release to tell media channels about your business. GrowthBox partner CommsbyFaith shows us where to start.

Pen and paper

Knowing how to write a press release is an essential skill when working in PR and marketing. A press release is a body of copy written in a clear, straightforward format designed to bring news to the attention of an editor or journalist.

But how do you write a press release effectively? CommsbyFaith's Tom Alderson has broken down the key components of an effective press release and has provided tips on how to give it the best chance of catching the eye. 

Relevance and timing

It is important to identify what is newsworthy from the story and message you need to convey. The subject matter of the release has the best chance at piquing media interest if it contains news that is not known before.

When thinking about your PR outreach, you need to understand the relevance the content of a release has to a journalist. Highlighting key themes that will directly benefit a journalist will help ensure that it is promoted to the right person at the right time and help you cut through a busy news cycle.

It is beneficial to strategically approach the physical outreach of a press release. Be mindful of the busier times in the media. A release put in front of a journalist on a Monday will be more likely to get traction than on any other weekday. 

Press release template

When it comes to writing the release itself, having a clearly outlined press release template, with a checklist of components to include, is useful, especially when looking at digital media.

Writing style tips

Press releases don’t need to be chapter and verse in terms of the information they contain, they are included in your PR outreach to grab someone’s attention, which will hopefully lead to coverage and enquiries for further information.

It’s important to keep your writing clear and concise. Laying out a clear order to your writing, with short, sharp sentences will keep the reader’s attention throughout. The release doesn’t need to be overly long, aim for no more than a page and a half of A4.

Paragraphs should also be short where possible, to really amplify the key points of the release. Consider double spacing the paragraphs as well when it comes to structuring, as this will ensure the release looks easy to read when it lands in a journalist’s inbox.

Look for synonyms throughout to avoid over repetition of phrases and words and avoid clichés and jargon, this will just put journalists off.

Lastly, your tone of voice in a press release is crucial. When targeting journalists in specific media sectors or publications, it’s well worth researching what they write about and adapting the tone of the release to suit them. This will give you the best chance of achieving success for your clients. 

For more help and advice, head to our Advice pages here: Advice

Back to all blog posts

6msmall and medium sized businesses in the UK

51k+marketing service providers

Are you a marketing company interested in working with us?

Get in touch