Unlock the secrets to writing a press release and making it shine
We’ve taken top tips from our daily newsletters written by RoxStar journalists Rosie Green, Tony Turnbull, Kate Finnigan, and Richard Mellor, and combined them into a definitive guide. Short, punchy sentences, usable quotes, and even a good-size font are all on their hit lists when writing a press release.
1. Killer subject line
A good subject line is just about as important as what’s in the main body of the text,” when writing a press release, says Tony. Rosie agrees: “Never underestimate the value of ‘at a glance’ information, making it simple and easy to digest.” If you don’t stand out, your email
is likely to be missed among hundreds of others – so make it count.
2. Summary bullet points
3. Main body
“Remember to keep this short and sweet, you don’t want your press release being longer than a page”, advises Richard. “Talk succinctly and think about what you can do to stand out. You might convince your client to come up with a gobsmacking deal or make something about the release eye catching in every sense. Differentiating yourself from your competitors is the key to success.”
“You should try to include a quote or some juicy stats”, says Kate. “Maybe an unexpectedly-honest prediction for business in the next six months?” “And then there’s the golden rule of survey news,” adds Richard, “always have a noteworthy, unpredictable result. For news desks, it should be easy to lift directly, for short, fun copy.”
“Mentioning what the company does and some background information helps the journalist understand the nature of the business, making writing about it much easier,” says Rosie. “A brief history can be a useful added quirk, too”.
“Got more to say that doesn’t fit on the page? Attach a full release as a pdf,” says Kate. “Stylish in every way.”