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  • Writer's pictureJayne Brooks

How to write an effective Press Release – seven tips for success

As a staple of any PR campaign, the art of press release writing is a sometimes-underrated skill. Here, we share our top tips of creating content that catches the attention of journalists and makes it as easy as possible for them to cover the story.



1.        Focus on the new(s)

The aim of a Press Release is to be published in a news outlet. And news needs something new. Before starting a Press Release, ask why this is being written about right now? Do we have something to say that isn’t already public knowledge?


2.        Say WWWWWHat?

It’s classic. And it works. Starting with the Who, What, Where, When, Why and How of your news release will give you all the elements you need to tell the story. Begin with the what and the why (or the ‘why should people care’) in the first line and use the second line for the where, when who and how.


3.        Keep it simple, stupid

A favourite saying of most newsroom editors when sending back copy for being too complex – and for good reason. Whoever your audience is, avoid over-complicating your story. Imagine you are telling your neighbour the story over the fence; how would you summarise it? What are the most important aspects? Even in B2B technology PR the what and why of the story will resonate with journalists more than a whole lot of technical detail.


4.        Less is more

Similarly, the fewer words used when crafting a Press Release, the better. Avoid long, descriptive sentences that use more words than necessary.  


5.        Save the headline until last

Begin at the beginning definitely does not apply when it comes to writing a Press Release. Whether working from a white paper, client interview or technical report, the vast amount of information to decipher often takes time. Writing a short and snappy headline that draws attention is best done when you have a full understanding of the story.


6.        Think of the bigger picture…

It is worth remembering that a PR is just one aspect of a PR campaign. To maximise the impact of your PR, think about supporting material – do you have a piece of content to link back to within the PR to increase your chances of earning valuable high-traffic backlinks? Do you have supporting social media posts? Can you offer a spokesperson for media interviews?


By ensuring a PR is not just a standalone piece of content, you can create a comprehensive library of touchpoints that increase your likelihood of converting those leads into loyal followers of your brand.


7.        … And don’t forget a picture!

An image can make or break a press release so make sure you have a good one that really adds to the story and include it when sending your PR to the media.


  • If you’re interested in finding out more about how we support businesses with all aspects of media relations, including press release writing and distribution, book a meeting with our Marketing Director Jade Hush or email Jade directly at


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