Getting your story noticed in the crowded world of media isn’t always easy. Journalists and editors receive countless press releases every day, many of which go straight to the bin without a second glance. So how do you make yours stand out? How do you ensure that your news is not only read but actually published and shared? The answer lies in crafting a press release that is clear, newsworthy, and genuinely engaging.
A press release serves as the official announcement of newsworthy information from a business, organisation, or individual. It is your opportunity to communicate key messages to the media and, by extension, to the wider public. But not all press releases are created equal. Some grab attention and generate headlines, while others fade into obscurity.
The difference often comes down to structure, storytelling, and relevance. In this guide, we’ll explore what makes a press release effective, from finding the right news angle to presenting your message in a way that journalists actually want to use. Whether you’re promoting an event, announcing a product, or sharing industry insights, these principles will help you create a press release that gets noticed.
Let’s break it down.
1. A Strong News Angle
A press release must answer the question: “Why should anyone care?” The best stories are timely, relevant, and interesting to your target audience. Some classic news angles include:
Launching a new product or service
Announcing an event or milestone
Securing a major contract or partnership
Sharing industry insights or thought leadership
Responding to current events or trends
Avoid writing a press release for the sake of it. There needs to be genuine news value that would interest journalists and readers alike.
2. A Compelling Headline
Your headline is the first thing people see—and it can make or break whether someone reads on. A good headline is:
Clear and to the point
Free from jargon
Focused on the key news or benefit
Examples:
Local Architecture Firm Wins National Sustainability Award
New Co-Working Space Launches in Leeds City Centre
A touch of creativity is fine, but clarity is key.
3. A Strong Opening Paragraph
Journalists are busy. Your opening paragraph should sum up the entire story in one or two sentences. Cover the essentials: who, what, when, where, why, and how.
For example:
“Leeds-based architecture practice GreenBuild has won the 2025 National Sustainability Award for its innovative eco-friendly designs, becoming the first firm in Yorkshire to claim the title.”
This tells the reader immediately what the news is and why it matters.
4. Engaging and Relevant Content
The body of the press release should expand on the opening, providing key details such as:
Background to the story
Quotes from key people (CEO, spokesperson, clients)
Statistics or facts to support the story
Call to action (if relevant)
Use short paragraphs and avoid waffle. Every sentence should earn its place. Stick to one page or around 300–500 words for the main content.
Include Quotes
Quotes humanise your story and can add emotion, insight, or authority. Aim for quotes that:
Offer perspective, not just repetition of the facts
Sound natural rather than overly polished
For example:
“We’re absolutely delighted to be recognised for our commitment to sustainability,” said Sarah Kent, Director at GreenBuild. “This award reflects the hard work and passion of our entire team.”
5. Targeted and Professional Tone
Your press release should be written in a neutral, professional tone. Avoid salesy language, exaggerated claims, or too much promotional fluff.
Stick to facts, be concise, and aim for a journalistic style. It should read like something that could be published almost as-is by a news outlet.
6. Include Contact Details and Boilerplate
Always end your press release with clear contact details:
Name and role
Email address
Phone number
Include a short company bio or “boilerplate” paragraph to briefly explain who you are.
Example:
About GreenBuild GreenBuild is a Leeds-based architecture firm specialising in eco-friendly and sustainable building design. Established in 2010, the firm has completed over 100 projects across the UK.
7. Make It Easy to Share
Ensure your press release is:
Sent as a Word document or in the body of an email (PDFs can be harder to work with)
Accompanied by high-quality images where possible
Available on your website or newsroom
Providing journalists with everything they need—including images, links, and additional resources—makes it more likely your story will be picked up.
8. Tailor to the Audience
Consider who you’re sending your press release to:
Local press? Emphasise community impact.
Trade publications? Highlight industry relevance.
National media? Focus on broader appeal or statistics.
A one-size-fits-all approach rarely works. Tailoring the content and distribution improves your chances.
9. Follow Up
After sending your press release, consider following up with key contacts. A polite email or phone call to check if they received the release or need more information can make all the difference.
Press Release FAQs
How long should a press release be?
A good press release is typically 300–500 words. This keeps the information digestible for busy journalists while ensuring you provide enough detail to cover the key facts. Longer releases risk losing the reader’s attention, while overly brief ones may leave important questions unanswered. If you have extra material (such as background details or case studies), consider providing this separately as supporting content.
Can I send the same press release to multiple outlets?
Yes, but it’s wise to personalise your press release for different types of media. Tailoring helps make the story more relevant to each outlet’s audience. For example, local media will appreciate mentions of community impact, while trade publications may be more interested in technical or industry-specific details. Even small tweaks to the headline, intro, or quotes can improve your chances of getting coverage.
Should I include images with my press release?
Yes. Including high-quality, relevant images dramatically increases the likelihood of publication. Journalists and editors are more likely to feature stories that come with ready-made visuals. Where possible, include headshots, product images, or event photos. Make sure images are properly captioned and that you have the necessary permissions to share them.
What if I don’t have "big news" to share?
Not every press release needs to be about a major launch or headline-grabbing event. Smaller updates can still be newsworthy if framed correctly. Think about seasonal trends, local community involvement, expert commentary on industry topics, or celebrating internal milestones (such as anniversaries or staff achievements). The key is to find an angle that connects your news to something broader or timely.
How soon should I follow up a press release with journalists?
A polite follow-up 2–3 days after sending the press release is appropriate. The follow-up should be friendly, non-pushy, and brief. Ask if they received the release and whether they need any additional information, images, or interviews. Building relationships with journalists over time also means your follow-ups are more likely to be well received.
Is there a best time to send a press release?
Yes. Aim to send your press release mid-morning (between 10 am and 11 am) on a weekday, preferably Tuesday to Thursday. Mondays can be hectic, and Fridays often see less engagement as people wind down for the weekend. Timing is important, especially if your release ties into an event, announcement, or news cycle.
Writing a strong press release is part art, part science. With a clear story, professional writing, and the right distribution, your news can get the attention it deserves.
