Why Are Press Releases Important?
Press releases are a recognised way of communicating newsworthy information to the media. They can help businesses, organisations, or individuals gain publicity, shape narratives, and connect with audiences.
UK national newspapers can receive hundreds or even thousands of press releases daily, depending on their size and prominence. For example, leading outlets such as The Guardian or The Times might receive around 300–500 press releases every day. This makes it critical for yours to stand out.
Who, What, Why, When, How: The Core Elements of a Press Release
Who: Identify the subject of the news—your organisation, brand, or person involved. Be clear about who is driving the announcement.
What: Clearly outline what the news is. Is it a product launch, an event, a new hire, or a major milestone?
Why: Explain why the news is important or relevant to the audience. Highlight its significance or impact.
When: Specify the date and time of the event or the relevance of the news.
How: Describe how the event happened or will happen. Include details that provide context and credibility.
Making Your Press Release Stand Out
Catchy Headline
Use a short, compelling headline that grabs attention immediately. Avoid jargon and focus on the key message.
Example: “Local Driving School Achieves Record Success with All-Women Team”
Strong Opening Paragraph
Answer the Who, What, Why, When, How questions concisely in the first paragraph. Assume the reader won’t read past this point.
Relevant and Newsworthy Content
Ensure your news has a unique angle or broader appeal. Consider linking it to current trends or societal issues.
Use a Human Element
Include quotes from key figures to add personality and depth to the story.
Professional Format and Style
Keep the tone professional and avoid promotional language. Aim for clarity and conciseness.
What to Include
Headline: A concise, engaging summary of the news.
Subheading (Optional): A single sentence that provides additional context or detail.
Dateline: Include the location and date of release.
Opening Paragraph: A summary of the key facts, addressing the Who, What, Why, When, and How.
Body: Provide additional details in descending order of importance. Include a relevant quote from a spokesperson or expert.
Boilerplate: A brief paragraph about your organisation, including its purpose, history, or achievements.
Contact Information: Name, email, and phone number of a media contact. Ensure journalists can easily reach you for follow-up questions.
Call to Action (Optional): Encourage journalists to take further steps, such as attending an event, visiting a website, or arranging an interview.
End Notation: Use “Ends” to indicate the end of the press release.
Structure of a Press Release
Headline: Example: “Local Business Launches Initiative to Tackle Community Grief Support Needs”
Subheading: Example: “New Podcast ‘Grief Bites’ Offers Bite-Sized Support to Bereaved Families”
Dateline: Example: “Wye, Kent, 24th January 2025”
Lead Paragraph: State the news clearly and answer key questions.
Supporting Paragraphs: Provide context, data, quotes, and details.
Boilerplate: This offers a short explanation of Example:
Grief Specialists is a not-for-profit organisation supporting anyone dealing with loss. Founded in 2022, it has a network of grief professionals around the UK offering immediate professional support to anyone who needs it.
Contact Information
Name: Jane Doe
Email: jane.doe@example.com
Phone: 01234 567890
Additional Tips
Timing Matters: Send your press release at a time when journalists are most likely to see it—typically mornings before 11 am on weekdays.
Multimedia: Include links to high-quality images, videos, or infographics to enhance the release, or state that images are available on request.
Personalise Distribution: Do your homework and email your press release to specific journalists or publications relevant to your topic.
Follow Up: Journalists, especially on national publications are time poor. The chances are, they didn’t see your press release. A couple of days after sending it, if you haven’t heard anything and you feel that your story is absolutely of interest to them, it’s fine to email them again explaining that you thought your press release would be relevant to their readers and you’re sending it again in case they missed it.
If you would like to see an example press release, please email maria@virtualpressoffice.co.uk with ‘EXAMPLE PRESS RELEASE’ in the title, and we would be glad to share one with you.
If you would like support with crafting a press release, please put ‘PRESS RELEASE SUPPORT’ in the title.