Our many years of local event organisation came in handy recently when we were asked to help out with some extra marketing for a new client. One thing about organising markets, festivals and Christmas lights switch-ons, is that you get to pitch in with all sorts of tasks, including writing and sending press releases. We have therefore created these tips on writing a press release.

What to Include

Before you even get started, you need to get the format right and include a logo, company information and media contact information. If you are going to be creating future press releases then you may want to keep this document as a template.

You can now think about the creative and eye-catching elements of the press release. Make sure that your headline is attention-grabbing. Remember that you need to stand out from the crowd.

Include a quote or two. It makes it easier for the journalist to create the story if you already have provided them with a sound bite.

Be concise with your main points, including detailed information, statistics, facts and a timeline of events.

Remember to keep it to one side of A4, about 300 – 400 words.

Images

Include one image just below the headline of your press release. Make sure it is high-resolution (300 dpi). Landscape is best. You can include more on the press release if you have space (2 – 3 is average). If you want to include a video then you can embed with the code from You Tube/Vimeo.

Press Release Templates

If you are stuck then never fear, there are plenty of press release templates out there. Be sure to pick the one that matches your reason for sending it (event, product launch, financial results etc). Jotform have 12 templates here.

Accompanying Email

Remember that you will have to send the press release to your media contacts. The accompanying email is therefore equally important. Make sure that the subject line reflects the contents of the press release. Introduce yourself and why you are contacting them. Then move onto some key points and how they can access the press release (via link/attachment. Include your contact information and anything else needed for follow-ups.

Red Desk is here to support your next marketing project. We offer a complete Digital Marketing service for small businesses and organisations helping them to promote themselves online. If you are interested, please get in touch: mel@reddesk.co.uk.