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How to write a press release

Distributing a release does not, of course, automatically result in coverage, but you will maximise the chances of interest from journalists with:

  • A good story. Think about the impression your release will make on your target audience of journalists. Something might interest you or your client, but that does not necessarily make it newsworthy. For example, companies launch products all the time, but if there is something unique or unusual about the product, then it could be news.
  • A strong headline that's both intriguing and informative. (Don't write the entire headline in capital letters - it can be difficult to read)
  • An informative first paragraph carrying the crux of the story
  • Quotes that add colour and information
  • All the important facts - who, what, why where, when
  • Full contact details in the body text of the release

You should also send releases direct to key target media on your own media lists and contact specific journalists by phone.

Sometimes it can take weeks or even months for coverage to appear - material from press releases can end up in longer features articles that are planned far ahead. It's also a good idea to keep the story alive with subsequent releases emphasising a different angle.

Remember, too, that the ResponseSource Press Release Wire can raise your profile significantly on the internet - on search engines and on influential communities, networks and blogs. That in itself is of vital importance.