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When to write a press release and how to get it published

By Jude Clarke

Kim Morrison
Kim Morrison

A press release is more than an announcement about what is happening in your business. It is a sales tool, and works especially well if there is a newsworthy story behind it.

You should write your press release as if you’re an outside reporter, provide some good quotes and information from top movers and shakers either within your company, customers, or business sector. Then you need to figure out who to send it to in order to make it worthwhile.

The set-up of a press release is standard throughout the industry. You need to write it this way in order for any news organisation to take it seriously.


There is a right way and a wrong way to write a headline for a press release. They need to be in bold font, with the first word capitalized, carry the right keywords, and grab the attention of your audience as well as the gatekeeper.

Body Copy

You need to put the name of your town and county, as well as the date, on the first line. Then include an attention-grabbing first sentence that leads the reader to want to read more about the story. You want to avoid using filler words and make the body copy as compact as possible. State only facts, and save the smoke and fluff for other marketing copy.

Who, What, When, Why, Where and How

As you write, try to answer the five w’s and the h too. This will help you keep your copy short and to the point. You want to put the most newsworthy information at the front and at the end of the press release.

Make It Press Ready

Remember that no one is going to edit your press release for you; it needs to be ready to print and be edited. Double check your spelling and fact check the information you include in the press release.

Give Them More

At the end you can include links that direct people to more information about your event or business. Providing that little bit of extra information can be the difference of getting your press release published or not.

Send It to the Right People

One huge key to getting your press release published is that you send it to the right people. So many press release companies are disingenuous when it comes to this part. They blanket out the press release without any regard to where it’s going. Don’t do that; send it to the right people. That means you will need to do some research first.

You can draft a press release that gets results if you follow these rules. Write it in the third person, include just the facts, provide contact information, and send it to the right people so that it will get the attention it deserves.


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