A press release should make the story easy to understand, verify and act upon. The strongest releases are concise, factual and built around a genuine reason for editorial interest.
Lead with the news
Open with the most important development. Avoid long introductions, promotional language and background information before the actual story.
Explain why it matters
Connect the announcement to a wider public, sector or local interest. Journalists need to understand why their audience should care.
Use credible quotes
Quotes should add interpretation, expertise or human context. They should not simply repeat the headline in different words.
Make verification easy
Include accurate names, dates, figures, contact details and notes to editors. Provide supporting photographs or documents where appropriate.
Keep the structure practical
Use a clear headline, concise opening paragraph, supporting detail, quotes, contact information and notes to editors.