How to write a press release

Local newspapers can be vital for helping schools, local charities and not for profit organisations raise their profile. 

Catch the eye of a journalist

Research the media where you would like your story to appear to understand the types of story they cover. 

Write your press release

Headline - Make sure it makes sense. Don’t be sensationalist or clever – the headline needs to sum up the story and is for the journalist not the reader of the paper.

Keep it brisk, use present tense and active verbs.

First paragraph - This should include the essence of the story so that if the reader reads no more than the first paragraph, they will have a sense of what your story is about.

Keep it factual and write in short paragraphs.

Second paragraph - Expand on the first paragraph and add some context.

Third paragraph - Include a quote from an expert.

Paragraphs 4/5 - Add more details or expand on the quote.

Final paragraph - Add your contact details but be aware that this information may get cut if it is not essential to your press release.

Sending a photograph

It is a good idea to issue your press release with a photo but only if the image is relevant to the news story. When issuing a photo ensure the following:

  • You have the permission of the people in the photo
  • The photo is a jpeg and is at least 1.5MB
  • Unless you have agreed otherwise, you acknowledge the photographer as the copyright owner
  • You send a caption

Sending out your release

  • Proof it to check your punctuation and grammar.
  • Do not embargo ie send the release with an instruction not to publish until a certain time in the future
  • Issue in plenty of time for the paper’s deadline.
  • Send it as a personalised email rather than a group send.
  • In the subject box, flag up that it is a press release and include the title of the release
  • Cut and paste your story into the email but also attach the story as a Word document
  • Attach your photo if using
  • And send!

What happens next

There are no guarantees that your release will be used but you can maximise the effort of your hard work by adding the press release to your website and circulating it on social media.

Support your local paper by buying a copy on the day of publication. If your story hasn’t made it, don’t badger the journalist to find out why it hasn’t appeared or if it is going to appear next week.

If it does appear, don’t copy the article and circulate it on email or social media because you will find yourself in breach of copyright. If the paper posts the story online, you can circulate this.

Finally, evaluate the outcome of your press release and record for future information. 

Next steps

We can increase your media coverage. See what our media service has to offer.