Home
>
Public Relations
>
PR Power: How to Write a Killer Press Release

PR Power: How to Write a Killer Press Release

I'm what we in the business (the "business" being journalism) call a poacher turned gamekeeper -- that is, a journalist turned press officer. As a reporter I spent a huge part of my day sifting through a slush pile of press releases, all sent out by eager business owners desperate to get some publicity for their latest project. As a press officer, I was the one writing the press releases and trying desperately to get them published.

Quite apart from leaving me with some pretty good conversation openers, it left me with a good understanding of what kind of story makes the news, and what kind of press release gets filed straight under "bin". Here's how to make sure your press release is one of the good ones...

1. Get your story straight

Before you even think about writing a press release, you need to make sure you have the right story. The fact that you've just started a business isn't a good story. Trust me on this. At the last newspaper I worked on, I lost count of the number of press releases we received, which basically boiled down to, "Hey! Guess what! I started a business!" Well, so did a lot of people. If you want your press release to work, you're going to have to find an "angle" that your target publication will be interested in. There are various different ways to do this:

- Tell a strange/funny/touching story about how your business started, or how you helped one of your customers.

- Run a competition, offering your products or services as a prize.

- Offer your expertise in an "ask the expert" feature or column (if your paper isn't running one, offer to write it for them)

- Conduct a survey and present your findings in the form of a press release. Sponsor a local student or organisation

- All you need to get your "angle" is a little bit of imagination. And once you have a story to tell, it's time to start selling...

2. Writing your press release

First things first, remember it's a press release you're writing, not a novel. Of course, you want to make sure you get all of the relevant facts across, but try to do it concisely. It's worth bearing in mind that the newspaper will probably re-word your release to make it fit their style or the space available in any case, so don't worry too much if you're not exactly Stephen King. Focus on your main points. Tell the reader:

Who Where Why What When How

These are the building blocks of any story: as long as you get these down, you're off to a good start. And speaking of starts...

3. Get your opening paragraph right

It's a sad fact of life that editors are overworked individuals, and their time is precious. If the opening paragraph of your press release doesn't grab them, they probably won't bother to read the rest. In newspaper journalism, the convention is to make the opening paragraph short and snappy, and to use it to sum up the story as best you can.

4. Use quotes

Quotes are more interesting to read than straight text, and if you don't include some, the journalist who receives your press release will have to find them for herself. Including a few ready-made quotes in your press release will reduce the amount of work the reporter has to do, and that will give your release a better chance of being used.

5. Include your contact information

No matter how hard you try to get it right, there will inevitably be some small point which the journalist writing your story will want to clarify, and to do that, they'll need to be able to contact you. Making things easier on the journalist, makes it easier for them to give your business some publicity.

6. Follow up!

If your press release doesn't appear in the very next issue of the newspaper you send it to, don't panic! Sometimes it can take a few weeks for a release which isn't time-sensitive to appear, but it doesn't hurt to give the paper a quick call to make sure they received it, just don't go overboard and take up too much of their precious time...

Amber McNaught is a director of hot igloo productions. Hot Igloo are small business specialists, offering website design, online marketing, public relations and more. Their new press release writing service is now available - visit hot igloo productions for details.

no-contract cleaning service Des Plaines ..

In The News:

A 2025 data breach at fintech company 700Credit exposes personal information of more than 5.8 million people through compromised third-party integration partner.

Retailers lose $76.5 billion annually to return fraud as nearly 10% of U.S. retail returns involve fraudulent activity, with $850 billion in returns expected in 2025.

ShinyHunters claims responsibility for stealing 94GB of Pornhub user data affecting over 200 million records and demands Bitcoin ransom.

ChatGPT 2025 now connects to Apple Music, Canva, Expedia, TripAdvisor and OpenTable through built-in apps that help users create playlists, design graphics and more.

Apple releases emergency patches for two zero-day vulnerabilities actively exploited in attacks. iPhone and iPad users urged to update immediately.

DoorDash launches Zesty, an AI-powered social app that recommends restaurants through conversational search, now testing in San Francisco and New York.

Cybersecurity firm Infoblox reveals that over 90 percent of parked domains now redirect visitors to scams and malware, making simple typos extremely dangerous.

The Fox News AI Newsletter covers the latest artificial intelligence technology advancements, including the challenges and opportunities AI presents now and for the future.

GPT-5.2 is now live for all ChatGPT users with improved coding, writing and image interpretation, with Kurt Knutsson offering his review.

New iPhone replacement scam uses pressure tactics and fake carrier calls to steal devices from buyers. Criminals claim shipping errors and demand urgent returns.

Amazon Ring's new facial recognition feature sparks privacy controversy as Electronic Frontier Foundation critics argue the AI upgrade expands surveillance risks.

New Android banking trojan Sturnus steals credentials, reads encrypted messages and controls devices.

Denmark's 3D-printed student village proves automation builds 36 apartments faster than traditional methods. Skovsporet project shows housing future.

Discover Android's new Sound Notifications feature that alerts you to smoke alarms, doorbells, and baby cries even when wearing headphones.

New SantaStealer malware reportedly threatens holiday shoppers with password theft. This Christmas-themed info-stealer targets browsers and crypto wallets.

The Christmas season brings a surge in Netflix phishing scams targeting shoppers with fake emails. Stacey P received convincing scam but verified account first.

San Francisco Giants invite Jamie Grohsong to throw ceremonial first pitch at Oracle Park after he learned to play baseball with a bionic hand following an injury.

FBI warns cybercriminals are stealing family photos from social media to create fake proof of life images in virtual kidnapping scams targeting victims.

Instagram's new 'Your Algorithm' tool lets you control your Reels feed in real time. The app now gives you power to customize what videos you see.

Major Marquis fintech breach exposes 400,000-plus Americans' data through unpatched SonicWall vulnerability, with Texas hardest hit at 354,000 affected.

Free up iPhone storage fast by clearing large photos and videos from Messages app. Simple steps for iOS users to delete attachments without losing chats.

Scammers are flooding inboxes with fake tracking alerts that mimic real carriers, exploiting the holiday rush to steal logins and personal data.

The Fox News AI Newsletter brings you the latest news on AI technology advancements and the challenges and opportunities AI presents now and for the future.

Texas family reunites with missing 11-year-old cat Grayson after 103 days using Petco Love Lost's AI photo matching technology and community help.

Tired of AI customer service loops? These insider tricks help you escape "frustration AI" and get real human help when you need it most for urgent issues.

PR Power: How to Write a Killer Press Release

Public Relations