A press release that journalists can use is a concise, factual announcement that follows the inverted pyramid structure, answers the 5 Ws and H, and provides clear contact information. To write one, start with a strong headline under 10 words, lead with the most newsworthy information, keep the body tight and scannable, and end with a boilerplate and media contact. This approach respects journalists' limited time and increases the chance your news gets covered.
What Makes a Press Release Journalists Can Use
Journalists receive many press releases, but they only use a fraction. According to Purdue OWL, the key is that your information must be new and useful. Editors judge releases based on news value, not writing style alone. If your release doesn't offer something genuinely newsworthy, it won't get picked up, no matter how well written it is.
Before you start writing, ask yourself: "Is there serious value in the information I want to disseminate?" If the answer is yes and it will impact people's lives, then a press release is appropriate. Avoid using press releases for self-promotion or placing blame; journalists will ignore propaganda.
Start with a Strong Headline and Lead
Your headline is the first thing a journalist sees. Keep it under 10 words, use active verbs, and highlight the news value. For example, "Local Charity Launches Free Coding Bootcamp" is better than "Exciting New Program Announced." The headline should tell the journalist exactly what the story is about.
The lead paragraph should summarize the entire release. Answer the 5 Ws and H: who, what, when, where, why, and how. Put the main idea and purpose in the beginning. Journalists often decide whether to read further based on the first two sentences. Be specific: instead of "February 2014 until September 2015," write "February 1, 2014, to September 15, 2015, Eastern Standard Time."
Follow the Inverted Pyramid Structure
The inverted pyramid means putting the most important information first, followed by supporting details, and then background. This structure allows journalists to cut from the bottom without losing essential facts. PRSA emphasizes this structure as a best practice.
After the lead, include quotes from key stakeholders, relevant statistics, and additional context. Keep paragraphs short—one to three sentences. Use bullet points for lists like event dates or product features. Avoid jargon and buzzwords; write in plain English that a general audience can understand.
Keep It Concise and Scannable
Journalists are busy. Your press release should be no longer than one page. BottleBill.org advises keeping it simple, clear, and direct. Use subheadings, bold text for key dates, and white space to make it easy to skim.
Every sentence should serve a purpose. If a detail doesn't help the journalist tell the story, cut it. Draft multiple versions and have someone else read it for clarity and brevity. Remember, the goal is to make the journalist's job easier, not to impress them with your vocabulary.
Include Essential Elements
Every press release should include:
- Release date and location: "FOR IMMEDIATE RELEASE" or "EMBARGOED UNTIL [date]" at the top.
- Headline and subheadline: Clear and compelling.
- Dateline: City, state, and date of the announcement.
- Body: Inverted pyramid with quotes and facts.
- Boilerplate: A short "About [Company]" paragraph at the end.
- Media contact: Name, phone, email, and website.
Purdue OWL stresses including all forms of contact information, such as fax, phone, email, and postal address. If your announcement affects different regions, consider issuing two separate releases tailored to each audience.
Choose the Right Type of Press Release
Different announcements require different angles. Mailchimp lists common types: product launches, partnerships, awards, community involvement, research findings, expert opinions, seasonal promotions, and nonprofit initiatives. The format remains the same, but the content should be tailored to the news.
For example, a product launch release should focus on features and benefits, while a crisis response release should be transparent and factual. Always consider what the journalist's audience cares about, not just what you want to promote.
Write in Plain English
Use simple but powerful language. Owen Spencer-Thomas advises avoiding bland, uninspiring, or unfamiliar words. Identify your news angle and tell your story clearly. Avoid industry jargon unless it's essential and explained.
Write in active voice: "The company launched a new product" instead of "A new product was launched by the company." Keep sentences short and direct. If a journalist has to reread a sentence to understand it, you've lost them.
Final Checklist Before Sending
Before you distribute your press release, review this checklist:
- Is the news genuinely newsworthy?
- Does the headline grab attention in under 10 words?
- Does the lead answer all 5 Ws and H?
- Is the body in inverted pyramid order?
- Is the release concise and to the point?
- Are all facts, dates, and names accurate?
- Is the boilerplate up to date?
- Is the media contact information complete and correct?
If you can answer yes to all, your press release is ready to send. Remember, journalists appreciate releases that respect their time and provide clear, factual information. By following these guidelines, you increase the likelihood that your news will be covered.
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