57. How to write a Press Release?


Writing a press release is the most common practice in Public relations. Press Releases are a tool used in PR to make a formal official announcement on behalf of the company to the public through targeting the media. Press releases are pitched to a journalised who then further publishes it in the news so that it reaches the target audience. A journalist in a day gets many press release but not all of them make it to the news. The ones that don’t are either not effective press release or have been sent to a journalist who does not cover that beat. In this blog, we will study the format as well as the points to keep in mind while writing a press release.


·         A journalist has many stories to filter through to get the best news, in this information clutter a press release may seem of less importance. To overcome this problem, a person should try and think of the journalist’s interest. Why is the story worth publishing? Is it relatable to the journalist and the target audience he/she writes for? How is it different? These are some of the questions to ponder upon before writing the press release.

·         Be very clear with your core message. There should not be more than three messages in any press release and the core message should be clear and distinct and supported by the correct contextual information.

·         Always include five Ws and one H in the lead paragraph. The reader should have answers to all the basic questions he/she may have through the first paragraph because that is where the journalists mostly decide if the press release is of their interest or not.

·         Form your headline very effectively. The headline should be crisp and catchy at the same time and should convey the core message of the release.

Following is the format to be followed while writing a press release:

Letterhead/Logo: The logo of the company should be placed at the top of the press release. This makes it easy for the journalist to identify the company.

Headline and sub-headline: Headline is the most important element of the press release and should be crisp and catchy. Sub-headlines are usually given to support the headline through additional information.

Dateline: After headline or sub-headline, write the date and the city where the press release is issued.

Lead: Lead is the first paragraph of the press release. Make sure the first paragraph includes answers to the five Ws and one H. It should be a brief but effective introduction of the message.

Body: These are the paragraphs following the lead which provides detailed information about the news story.

Quote: Adding a quote is always a good idea to make the news story authentic and credible. It adds enormous value to the press release and should be crafted carefully.

Boilerplate: Boilerplate is a description of your company or brand. A press release never goes without a boilerplate.

Contact information: Always include the contact information of the person who is well informed of the press release and its objective for the journalists to reach out to.

Adding a unique element or angle to a news story is always good but these are the tips and format to consider while writing an effective press release.  


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