Curiosity Corner

How to Write a Compelling Press Release

A press release is a written statement intended to inform the media about newsworthy events, such as scheduled activities, fundraising launches, award wins, new campaigns, or product announcements.

When done well, press releases help journalists quickly assess a story’s relevance and make it more likely to be covered. They are an essential PR tool, and with the right approach, anyone can craft one that catches a journalist’s attention.

Here are 10 tips to help you write a compelling press release:

1. Start with a Clean Document: Choose a font that aligns with your brand and ensure consistency with your other documents. Begin by typing “PRESS RELEASE” in capital letters at the top. The location can vary but placing it at the top left is standard practice. Your logo should be placed at the top right or wherever it suits your style.
2. Craft a Strong Headline: Your headline should be clear, concise, and compelling. A good rule of thumb is to write the headline last after completing the main body of the release. This gives you a better sense of what the press release is truly about. Make sure your headline summarises the main point of the release and stands out with a bold font.
3. Use the ‘Announcement’ Style: A press release should focus on presenting news, not promotional content. Make sure your release includes a newsworthy hook—whether it’s a product launch, an event, or a significant achievement. Think about what would be of interest to the media and what your audience will be interested in reading about.
4. Write the Body of the Release: The press release body should be written in a way that it could be used directly by the media, especially for local coverage. Include the “5 Ws” (who, what, when, where, why) and the “how” to give a complete overview of the story. Also, make sure you start with a strong first sentence which grabs the reader’s attention. Think of it as the “hook” that draws the journalist into your story. A compelling lead can make the difference between being noticed or being ignored.
5. Keep It ConciseKeep the release to no more than two pages. Journalists are busy, so keep sentences short and paragraphs brief. Avoid jargon and overly complicated language. Imagine explaining the story to someone outside your organisation—clarity is key.
6. Add Engaging Quotes: While the body of your release should remain factual and neutral, your quotes are an opportunity to inject personality and enthusiasm. Use quotes to highlight key figures within your organisation or to add emphasis to important points of the story.
7. Include a Call to Action: Conclude your press release with a clear call to action. This could be directing people to your website, encouraging them to make a donation, or inviting them to attend an event. Be specific about the next steps you want the reader to take.
8. Include ‘Notes to Editors’: This section is for additional context that might be useful to journalists. Add a brief description of your organisation in a section titled ‘About [Your Organisation’s Name]’. This should be 5-6 lines summarising who you are, what you do, and any relevant policies.
9. Contact Information: At the bottom of the release, include contact information for media enquiries, ie the person you want a journalist to reach out to if they need more information. Provide the name of the media contact (this could be your PR team or consultant), along with their phone number(s) and email address. Ensure this section is clearly marked so it is not published.
10. ProofreadBefore distribution, make sure you proofread your press release. Check for grammatical errors, clarity, and flow. It’s also a good idea to test the press release by sharing it with someone who has not been involved in its creation. This helps ensure that it’s easy to understand and free of any potential misunderstandings.

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