How To Write An Effective Press Release

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with the product? Who does your news affect/who does it benefit?

� What? What is new?

� Why? Why is this important news � what does it provide that is different?

� Where? Where is this happening/is there a geographical angle/is the location of business relevant?

� When? What is the timing of this? Does this add significance?

� How? How did this come about?

As a starting point, writing down the answers to these questions can be helpful. It�s then a matter of putting them together in short punchy sentences. That sounds simple, but can be quite challenging. If you can�t get the words right straight away, keep trying. Most press releases go through several drafts before they are right. It�s essential that you get across the benefits that your news will bring.

It�s helpful to look at the 'news in brief' section in newspapers. If you can capture the essence of your story in 50 words or fewer, as they do in newspapers, you are on the right track. Ideally, for your ...

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ways to structure and present your press release are below:

Timing � for immediate release or embargo?

You need to indicate at the top of the release whether it is for immediate release or under embargo and if so, give the relevant date. Generally, immediate release will be sufficient. It can be frustrating for journalists to receive information under embargo that cannot be published straight away. An embargo does not mean that journalists can�t contact you about it however. It just means that you are asking them not to use the information before a particular date.

Give the release a title

Under the immediate release or embargo heading, next give a title. The job of the ...

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