Writing a Press Release

News stories have three essential features: a headline, a strong opening sentence and subsequent information in its order of importance.

Editors delete for length from the end upwards so get all the vital information in first and don't waste anyone's time by writing a two-page spread for a news item that will be reduced to two paragraphs.

This 10-step format can be adapted to suit most needs.

Step 1

Make it clear from the letterhead what this is and who it's about. Some writers use 'press news', 'press release' or 'news release' but the important point is to be clear that this is newsworthy:

News from Greenheat

Step 2

Follow with a headline to summarise the information clearly but in as few words as possible:

Greenheat launches new eco-friendly fuel.

Step 3

The first paragraph should tell the whole story in 1-2 sentences, repeating the headline with more detail:

Greenheat has today launched a new eco-fuel called ‘Greenfire’ which is carbon neutral and environmentally friendly.

Step 4

Benefits and uses of the new product. Use short sentences and short paragraphs. Make sure the information is accessible to a wide audience so avoid heavy technical detail and long explanations:

Greenfire is clean to use, smoke-free and scented with pine. It is made from sustainable, recycled wood products and burns to an ash which can be composted.

The new fuel is ideal for home-use and cannot be ignited accidentally making it safe for families with children. It is also a cost-effective choice for industries looking to reduce their carbon footprint.

Step 5

Include practical information:

Greenfire is available in packs of 10, 20 or 50 brickettes for home-users with a pack of 50 being designed to fit in the average hatch-back car. It may also be ordered in bulk for economy and delivery is available for commercial users.

Step 6

Try to get a quote from someone at the heart of the story:

'Greenfire is the fuel for the 21st century,’ says Greenfuel's Marketing Managing, Jennifer Moneywell, ‘Keep your family warm without increasing your carbon footprint.’

Step 7

Where can the product be bought?

Greenfire can be bought direct from Greenfuel online (www.greenfuel.com/greenfire) and by phone (01234 54321), or through all major supermarkets.

Step 8

Show that the release is finished by adding 'Ends' at the foot of the page.

Step 9

Add a 'press information' contact name and number.

Step 10

Check presentation:

Use a plain font in size 12 type. Don't use italics, which are only used above to make the example easier to see.

Keep the press release to a single page if possible, aiming for around 200 words.

Write only on one side of the page, using wide margins and double spacing to allow an editor to write any notes about layout clearly.

Freelance Writing

Writing press releases can be a useful income source for a freelance writer. Submitting a news item in a standard format the editor immediately recognises is more likely to result in publication.

Once the release is written, send it without a covering letter addressed to 'The Editor' or to the appropriate departmental editor in a large newspaper.

Send it to as many publications as possible if the product is nationally available, but a release on a local product or service can be still sent to a range of local media - researching the right place to send a press release is time well-spent and an investment for the future.

A press release can help launch a new product.

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