In the world of PR and communications, thepress release is a relevant as ever. Having survived every technological shift formore than a century it's still invaluable for brands wanting to control their factsand messaging. It's also a useful asset for time poor journalists.
The format may have evolved, but the pressrelease remains the backbone of professional UK media relations.
What Is a Press Release?
A press release is your organisation's editorial voice— your opportunity to set the narrative, share news on your terms, and influencehow your story lands across broadcast, print and online media. When done well, apress release cuts through a crowded inbox and helps journalists understand whyyour story matters right now. When done badly… it quietly disappears.
In the UK media landscape — where newsrooms are stretchedand broadcasters are chasing tight deadlines — a well-crafted release remains oneof the most effective tools in your PR armoury.
The Different Types of Press Releases
Press releases aren't just for good news — the mediawants clarity, credibility and speed, whatever the story. Typical uses include:
Positive announcements
- Company milestones: mergers, acquisitions, leadership changes.
- Strong financial results or performance updates.
- Launches: new products, new services, new research.
- PR-generated news: surveys, stunts, reports and visual stories that work well for broadcast.
Less positive updates
- Crisis communications and reactive statements.
- Corrections, clarifications or updates required for transparency.
A press release provides structure and control — which is exactly why journalists often rely on them as the foundation of a story.
How to Write a Strong Press Release (Step by Step)
1. Start With the Key Questions
Whether you're writing for Sky News, the BBC, a regionalnewsroom or a national newspaper, the fundamentals remain the same:
Who? What? Where? When? Why? How?
You'd use these instinctively if you were verbally explaininga story — the press release is simply that, written down with precision and pace.
Obviouslythese words can be used in different context: Who has been appointed to the post,or who does this effect? Why did it happen? Why does it matter? What happened? Whathas changed?
2. Include the Essentials Up Front
Every effective release includes:
- Date and location
- Embargo details
- Headline
- Top line / Opening Paragraph
- Supporting Detail
- Quote(s)
- Broadcast Opportunities / Filming Information
- Media Contacts
Let's break these down.
The Embargo
We always recommend having an embargo, especially forbroadcast. It pegs a story to a particular day, so broadcasters know it's a new- no journalist wants to unwittingly run a story days after another outlet. Embargoeshelp producers schedule stories accurately. A standard time — 00:01 on the dayof the campaign — ensures your news feels timely, not tired.
The Headline
This is your first — and sometimes only — chance tograb a journalist's attention. A strong press release headline is:
- Short
- Clear
- In the present tense
- Uses active words
- Focuses on the key news angle
Think broadcast-friendly first. Your headline needsto be compelling enough for a producer scanning emails at 5am.
Example:
“Half of UK adults aren't getting enough sleep”
Only print and online journalists will potentially useyour headline; for radio and TV journalists, it's more to grab their attention.Either way, writing a pithy headline, that encapsulates the key point of the story,is a great way to start drafting the rest of the release.
The Opening Paragraph
In broadcast terms, this is your top line. Itcontains the essence of the story, plus a little bit more. A journalist should beable to stop reading after the first paragraph and still understand:
- What's happened
- Why it matters
- Who's behind it
- Why it is relevant today
The tighter the top line, the stronger your chance ofsecuring coverage.
Journalists are time poor and may not get to the endof your release, so relegate less important information to further down the page.
Another journalistic trick is to list 10key words without which you cannot write the story. Those are the essence of thestory.
Add Depth— Without Dragging the Story Down
If they've got this far, you've won the battle for attention.Now provide the detail that backs up your news
- Key statistics
- Context or background
- Additional proof points
- Brief brand mentions (subtlety matters!)
Until now you're been attempting to attracta journalist's attention, but at this point you may also include some branding..
Most PR opportunities are in news, thereforewrite a press release like a journalist. For radio and television that means writingin the present tense where possible. Broadcast likes to be first with the news whereasprint often reports on stories that have happened the day before, so uses the pasttense.
Quotes and spokespeople
The middle of the press release is also where you insert:
Quotes
For print and online:
A named spokesperson with a clear, human voice.
For broadcast:
Offer a spokesperson for interview, with title, expertise and what they can speakto. Journalists will quickly judge whether they're broadcast-ready.
Press Release Examples
Here are some strong, well-structured releases fromprevious campaigns:
- Actimel - UK Immunity Levels Report
- Mailbird - Email Etiquette Reset
- Potholes - Annual Local Authority Road Maintenance (ALARM) Survey
These demonstrate clarity, structure and a tight narrative— everything that makes a journalist's job easier. And that is the goal!
