What is a press release?
In the spirit of getting back to basics, I wanted to give my you an insight into some of the practicalities of what my PR business does.
There are many aspects to running a PR business, but a big one is supporting a business with their press releases. It is something that is still key to the media industry. Therefore, if you are working with a PR agency like Scott Media or need press release to share your news, here is a breakdown of what a press release is and how to curate one yourself.
The point of a press release is to get information on a story out to the media in a succinct and story-driven way. It’s not an advice column. It’s not a diary entry. It is an effective document that provides a headline and clear points and perspectives on a story. These are still widely used in the media, so any media company saying that they’re redundant is a big red flag – so watch out.
Press releases are a great way to tell journalists about a key event or moment with your business. They can take the press release and know they have the comments and information they need for a story. Journalists can gather details quickly to build a feature or column in whatever publication your story suits.
Press releases work best at a local and regional level. National journalists will usually not require a press release, unless they specifically ask for one. Therefore, having a clear idea of what a press release is and how to create one will be essential should your business have a story you want to give out to the press.
Press release needs (in order on document):
- A headline.
- A subheading in italics. (Format could be: “Latest news from Scott Media”)
- Your story. (Include: A concise first line telling the key elements of your story, quotes from relevant parties, and clarifying information),
- “End” needs to be in bold and end your story.
- “Editor’s note” at the bottom. Write about the image(s) you will attach with a description. e.g. Attached is an image of Fiona Scott going on a donkey at Portsmouth Beach to raise money for Ainslie’s Pavilion Project.
- Provide contact details. e.g. To speak to Fiona or Ainslie’s Pavilion Project, please contact or call 01234 56789.
DO NOT have any logos or embedded images in a press release. Any good quality images need to be attached to the email/communication you send.
The main takeaways when creating a press release to provide clear structure, clarity and clear follow-up information for your press release. You need to consistent, concise and clear!
This can be a lot to take on with your business, especially if you are overwhelmed by other priorities. Your PR should be treated as a priority and if you or your staff can’t take that on, maybe it’s time to outsource.