What to include in a press release

What is a press release? A press release is an article or statement issued on behalf of a company, sharing news or insights with journalists.

Journalists receive hundreds of press releases a day, so there are a few tricks to making sure your release stands out:

• Journalists are time poor, so start with a compelling headline to catch their attention – and make sure the headline isn’t too branded as this may put people off from reading on.

• Lead with the most pertinent information. Launching a new product? That should be in your first sentence. Releasing new research? Share your most powerful statistic first.

• Comment from an expert will credential you, and will ensure your content feels more editorial, rather than advertorial, to a journalist.

• Link your press release to a wider news story, from an awareness day to a seasonal hook.

• Include eye catching images that journalists will want to include in their article.

• Don’t let your press release get too long - keep it snappy and succinct to sustain the journalist’s attention.

• Don’t forget a ‘call to action’ – tell people where to go to find out more.