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How To Write A Press Release

PR is an excellent way to get the word out about your business – if you know how to do it.

In principle it sounds simple: you write a press release and send it to your local newspaper. But what do you say? And what should you not say? If you’re not ready to hire a PR agency yet, here’s our guide to writing press releases yourself.

The Golden Rule: The Media Deal In Stories

In print media, advertising is paid for but stories are published for free. Stories are what the media deal in. And if you give them a good story, they WILL mention you. If you give them lots of good stories, they’ll make you are famous as you want to be.

What’s A Good Story?

It helps to think in terms of headlines alone. Because a good story can be told in one line. The article just elaborates on the headline by adding detail.

Types of Stories

There are several ‘types’ of stories you can write. What follows is not an exhaustive list, but it does cover many of the most common story types.

Announcements – these will generally fail to get much coverage unless you already have some degree of ‘fame’ in the region covered by the media outlet.

Questioning the future – a great way to create a story about a new upcoming product, business or brand is to ask a question and start a conversation about it.

e.g. “Could local author Jack Dorkins be the next Stephen King?”

The article would then talk about Jack Dorkins’ new novel and how it’s selling really well.

Trend Narrative – observations on new trends in your industry or area of expertise.

e.g. “Personal grooming takes 45% dive during lockdown”

Insider Secrets – share specialist knowledge from within your industry.

e.g. “3 Ways To Prepare Your Car For Winter”

Do you see how you might consider that to be quite a boring topic, and yet it’s still something that’s valuable to millions of people.

Formatting Your Press Release

Press releases have changed over the years. Now, you’re probably just going to e-mail them.


First paragraph tells the story.

Add a quote

Second paragraph elaborates.

Add a quote.

For more information or to book an interview, call [contact name] on [contact number].


Using PR to market your business is a long term, ongoing strategy. To benefit from having a place in the minds of your market, you need to send press releases regularly. And each press release should be tailored specifically to the media outlet it is aimed at. Spray and pray generally doesn’t work.

If you’re really serious about creating a public profile for your business, brand or product, talk to us today. We’d be happy to help.