Securing media coverage, whether it be an article in a newspaper or a mention on TV or radio, can provide some great exposure for your business and help increase sales. One way of letting journalists know about your business is by creating and sending out a press release.
So what is a press release? It is a written statement on a particular subject that is sent to media contacts. For businesses, it can be used as a way to communicate news and achievements, and it’s a great way for you to share your business story.
Here are our top tips on how to write a press release that will get your business noticed.
What to Consider in Your Press Release
It is important to ask why you are writing the press release. There must be some newsworthy content – some good news to shout about! Is your business unique or quirky? Are your helping a good cause?
Remember to concentrate on who you want to receive the news and focus your content on this specific audience. This will influence the tone of the release. Review the work of journalists you will be sending your press release to – what type of businesses do they write about? Is what you want to say relevant and will it compliment their work?
What is the news you want to share? A great achievement, an award nomination or win? You should be able to summarise the news in one or two sentences – this makes the press release more succinct and will form your headline and first paragraph. To help your press release stand out include a picture that relates to the story. Think about the relevance of the picture, and if you would consider it as good enough to be published in an article.
Press release structure
Date the press release and make it clear if it is for immediate release or under embargo – delayed publication. If you would like the press release to be released after a certain date or time, then remember to state this at the top e.g.
FOR IMMEDIATE RELEASE or
EMBARGOED UNTIL 16:00 PM 22ND OCTOBER 2025
Summarise what it is you want to announce in a few words. Keep it short and snappy.
Start first paragraph
This should only be two to three sentences long and act as a brief summary of the entire release. Your chosen audience should be able to understand the story behind the release and the news that you want to announce from this opening paragraph. Remember, journalists received hundreds of press releases and this paragraph can help yours stand out.
The middle / body of the release should only be two paragraphs in length at the most, and this is where you put the meat on the bones. Elaborate on the first introductory paragraph and explain who?, what?, why?, where?, when? and how?
A quote or comment can be added to the release to add a more personal angle to the story and help back up what you are trying to say – this can also be used by news outlets. A typical quote is no more than 2 to 3 sentences, and it may come from you, or from a third party e.g.
….….., CEO of ‘insert company name’ said ‘……….’
The end of a press release should be marked by writing: “ENDS”. Try and keep your press release to one A4 page maximum. Any information following this word is usually not for publication and can be labelled as ‘Notes to the editor’.
Below is a list of what you might want to include:
- List contact details you are happy for journalists to use should they need extra information
- Include your company website if you have one
- Provide a short summary of your business (e.g. when was it founded, what does it sell)
- Include any social media handles you have that are active
- If you have attached any images to accompany the press release, notify the reader here