This slideshare is based on a training course on writing effective press releases that I run for the Public Relations Consultants Association

1. Writing
Effective
Press Releases

2. Writing Effective Press Releases
The so-what test
Journalists are like magpies
drawn to the shiniest object
in their field of vision.
The Eichmann Show

3. Writing Effective Press Releases
The so-what test
Human interest Charity involvement
Celebrity endorsement
Jobs & offices
New products & innovations

4. Writing Effective Press Releases
The so-what test
Expert comment
Events & journalist visits
Pegs & hooks
Statistics & surveys

5. REAL STORIES ONLY
NO PUFF PIECES
Writing Effective Press Releases
The so-what test

6. Every press release must include:
• Answers to the questions:
who, what, where, when + why
• Key facts + proof
• Quotes from key players + customers
• Interviews + photo opportunities
• Keywords + hyperlinks
• Contact details & boiler plate in an appendix
Writing Effective Press Releases
The ingredients of a perfect press release

7. Every press release should be:
• Two pages maximum
• A clear font with 1.5 line spacing
• Written in third person
• In grammatical & simple language
Writing Effective Press Releases
The ingredients of a perfect press release

8. Traditional format
− Press release + the title
− Embargo/for immediate release
− Date
− ------Begins-------
− The main text of the release
− ------Ends------
− Appendix/Notes for editors
(contact details, offers of interviews, boilerplate)
Writing Effective Press Releases
The ingredients of a perfect press release

9. Writing tips
• Imagine you are explaining the story to a friend – that is your intro
• Avoid long titles in introductions
• Avoid sub-clauses
• Write in an inverted pyramid, the most important facts at the top
• Each paragraph = one sentence
• Have approx. three paragraphs before your first quote
• Read your story out loud
Writing Effective Press Releases
The ingredients of a perfect press release

10. Send your release
• Answers to the questions
• In email body without preliminaries
• Eye-catching subject line
• Send to named individuals
• Send as blind copies
• Post on your website, social media, PA & other
distribution sites
Writing Effective Press Releases
Pitching your story

11. Writing Effective Press Releases
About Rough House Media

12. Writing Effective Press Releases
Contact Rough House Media
020 8332 6200
info@roughhouse.co.uk
roughhousemedia.co.uk
twitter.co.uk/roughhouse01
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Richmond
Surrey
TW10 6HE