Writing Your Own Press Release

How do you get a press release published?

Press releases are a great way to promote your business to a larger audience and for free.
Journalists and editors are always looking for articles because it makes their lives easier when the work is supplied to them. We can and should include radio and TV stations in our target as the publicity from these can be very good. The question must be, “How do you get a press release published?”

Know the publication

Before submitting a press release to a publication you need to know what the publication contains. Would your press release interest their readers? Your release could interest their readers if it is written in the right way and that you are approaching the story from the correct angle. For example an environmental magazine would not be interested in promoting car accessories but may well publish an article about a device that reduces emissions from cars.

TV & Radio Stations

For TV and radio stations you will need to approach the release differently. You are not submitting an article to be read out but will want the editors to contact you to either make it a news item or something worth interviewing you about.

Within this article I will concentrate on printed forms of media i.e. newspapers and magazines.

How to write your press release

When you start to write your press release you should be thinking about writing it for the journalist that will read it and not your customers. The journalist is not someone wanting to buy your product but is looking for a newsworthy or interesting story. You need to write it in a way that will be of interest to the readers and that is why I wrote that you must know the publication. You must therefore be prepared to write several releases to suit each type of publication that you are issuing a press release to.

The right length

Keep your press release to the point. Ideally it should not exceed 400 – 500 words. A release is not meant to tell the whole story but rather to attract the attention of the journalist who can if they wish follow up your release and ask for more information and possibly an interview.

Get your release into the right hands

You could of course send your release by post or email addressed to the editor. However in this modern world of the Internet quite often you can obtain the email address of the journalist that deals with your type of news / interest item. Visit the websites of the publications and you will often find a list of the email addresses of the journalists.

To find out more about doing your own press releases and PR please click here.

I welcome comments on my articles so please use the box below.

Roland Millward
The Entrepreneur Club


7 thoughts on “Writing Your Own Press Release

  1. Excellent advice, Roland.

    I would add that writers should keep their press release interesting (harder than it sounds, but sparkling copy is the key to publication) and jargon-free (unless they are talking to an audience that understands the jargon, like the readers of a trade magazine).

    Photographs are always a bonus – they help lift an article from the page, and guarantee you more space if you picture is used.

    Whilst the DIY approach may work for some, it will not work for all.

    Anyone having trouble crafting a press release, or getting theirs published, can contact me at agentpete@secretagentmarketing.com or read some sample press releases and view my extensive online clippings file at http://www.secretagentmarketing.com for tips.

    Agent Pete
    PR Consultant

  2. You raise some interesting points in this post. For anyone who’s never written or submitted a press release you do have to think about what the editors (if its a newspaper) are interested in.
    It doesn’t matter what you think or are interested in – it has to be newsworthy and not a thinly-veiled sales pitch. Having dealt with journalists and editors I know they will spot this a mile off. You should also follow up your submission of your release with a phone call too. This gets a relationship going.
    Editors will not be able to publish every story you submit, but the better the relationship you have with them the more likelihood there will be that they will publish your story.
    I’ve been able to get stories published for both myself (when I launched my book) and my clients, and often (as you may expect) it is down to the relationship YOU have with the editor/journalist – if they trust you then your story may just have the edge over another.

  3. Thank you Simon for sharing your personal experience and confirming my point that you have to write for the editor and not your customers. If anyone is interested in knowing more about Simon’s book please take a look at his website.

  4. Great article Roland. Having done two local radio interviews this week and then read this article it prompts me to get on with writing a release soon. Will let you know how I get on. Thanks

  5. Hi Malcolm. Thanks for commenting. That’s great that you have had 2 radio interviews in a week! Superb PR already. Please do let me and our readers know how you get on with your press release. I hope that the tips in the article will prove useful.

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