Whether you’re announcing a product launch, event, strategic partnership or major achievement, a press release is an essential communication tool for informing the media about noteworthy news.
It’s not advertising — it’s information, so it should be written in a journalistic, objective and direct style.
The goal? To capture the attention of journalists, bloggers and editorial teams and generate meaningful media coverage.
Golden rules for a good press release
An effective press release answers the classic five Ws: Who, what, when, where and why.
However, that alone is not enough — it must also be interesting, clear and concise.
Headline: It should be catchy and informative, immediately conveying what the news is about.
The first three lines: Critical, containing the key information.
Pyramid structure: Present the most important information first, followed by supporting details.
Common mistakes to avoid
Many press releases fail because they:
Use overly technical or commercial language
Don’t explain why the news matters to the audience.
A good press release should be tailored to its recipient and the context in which it will be read.
When and how to send it
Timing and method are crucial.
Avoid sending it on Friday afternoons or public holidays, and stick to business hours.
Emails should have a clear and concise subject line and include relevant press materials such as images, logos, datasheets and useful links.
If the press release is truly newsworthy, a well-timed follow-up call can make all the difference.
A press release is a powerful communication tool that, when used correctly, can increase your project’s visibility and help build strong media relationships.
Would you like to find out how we can help you write your next press release? Get in touch — we’re ready to generate some buzz around you.