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Writing a press release for your business

If you're interested in spending some time raising the profile of your business in your local area, then check out our top tips for writing a press release that local papers would be interested in publishing.

You will learn

  • How to use the 6 Ws in your writing
  • Ideas for formatting your press release
  • Tips for contacting newspapers

Writing a press release isn’t a difficult as you might have thought. It can be a great way to get free publicity from your business without spending any money. The skill comes in knowing how to get your press release used in newspapers.

How to write your release

The first thing to consider when writing a press release is whether or not your story is actually newsworthy. A newspaper is never going to take a press release unless it’s interesting. Would it be a story you’d take the time to read?

If you do have an interesting story in mind, then you can start writing. Keep what are called the 6 Ws in mind as you work: who, what, where, when, why and how. Let’s use a new restaurant opening as an example.

Who: Al’s American Diner
What: Opening a new restaurant
Where: York city centre
When: 9th August
Why: To expand its market and bring a new taste of America to York.
How: Al’s American Diner has bought an old retail outlet and spend £100,000 re developing it into an American themed diner.

These 6 Ws need to be included in the very start of your writing. People like to have the most important information right at the top of the page, if they have to work to find it, it’s likely you won’t get the response you want from your press release. That works for your title too, sum up your story in the title, for instance “Al’s American Diner to open new outlet in York.” Once all the vital information has been included, you can then go on to add extra information and build up your story. With your piece, try to keep your word count between 300 and 600 words.

How to correctly format your release

Once you’ve written your press release, you’ll need to take a look at how it’s formatted before you send it out to newspapers. Best practise for your release will be a simple word document as it ensures any potential publishers will be able to open your attachments. Write your proposed release date along the top followed by the title of your piece.

If possible, you then want to include an image, it’s a great way to get people’s attention. Underneath the picture, include a small caption explaining what’s happening in the image or where and when it was taken.

Follow the image with the bulk of your text and finish with a notes to editors section. These notes should include some key facts about your business as well as some contact information for yourself.

How to contact newspapers

Now you’ve got a draft of your press release written, you can start sending it to newspapers. Try searching online for a few local newspapers that you would like your press release to feature in. A good tip is to look for specific sections of a publication that your press release could fit into. If it’s a business press release, approach the editors for the business sections of your local paper. Many local papers will feature a section of their editors or reporters, and these will include contact details you need. If they don’t, you should be able to find that contact information online so you can send your piece to them.

Address your email to the contact you’ve found and give a very brief summary of the press release. When you attach your document for them to have a read through, make sure you also attach any images you want associating with the piece as JPEG images too. It makes it much easier for publishers to put together your press release.

Don’t worry if not all the people you contact get back in touch, it’s a busy industry and they’ll get lots of content offers every day. You only need one or two people to say yes to get your press release out into the world. One thing to be aware of though, is that editors often have specific guidelines for content so they might ask you to make a few tweaks to what you’ve written. This is great feedback and shows that they’re interested in publishing your piece, so be open to their suggestions.

Repeat the process with the different newspaper contacts you’ve found and hopefully you’ll get some free publicity having only spent time.


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Written by:

Alex McDonnell

Marketing expert

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