What is a press release and why do we write them?

(Posted on 12/08/24)

A press release is a short, compelling news story, often written by a public relations professional and sent to targeted members of the media. The goal of a press release is to pique the interest of a journalist or publication. The press release should contain all the essential information for the journalist to easily produce their own story.

Despite the changing face of media and the slow decline of print media, press releases are still the number one means of getting a story out to the public. Even if news channels have less of a print presence, there are still multiple online news channels – local and regional newspapers, national newspapers and trade publications all have websites and a social media presence.

When it comes to press releases, competition is really fierce. On average, journalists still receive around 50 press releases every week, so it’s important to make your press release relevant, interesting and newsworthy.

 

What is not newsworthy?

A press release is not an opportunity to promote your products and your services via hard sell. It is not an advert. An advert is paid for space, you control exactly what it says, you decide when it appears.

How do you go about choosing a topic for a press release for your business? You need to be quite brutal. Once you’ve thought of something, ask yourself, so what? If you can’t think of what makes a story worth a journalist’s time – it probably isn’t.

Themes to consider that are likely to be suitable for your press release are:

• New projects (if they are intrinsically interesting)
• New appointments
• Qualifications gained
• CSR/ ESG/ community, being a good neighbour
• Business growth
• New legislation (Innovation to address this)

Once you have identified a story suitable for a press release, what’s next?

 

Time to write it up

Don’t be daunted by the blank screen.

Journalists are unlikely to be professionals in your field so don’t use jargon or acronyms. Never assume anyone knows what you are talking about. If you need to use an acronym, make sure you spell it out in full first of all.

Keep it simple, clear and concise. Avoid cliché and hyperbole (ie. don’t make claims that you can’t back up).

 

Have a go, don’t be scared of it, don’t get hung up on whether you are doing it right. And if you’re in any doubt, at least you know a good marketing agency to do it for you!