How to write a press release

And yet, many organisations still struggle with the very idea of a press release. International companies often send out overly broad texts filled with vague conclusions, generic insights and meaningless quotes from people nobody in Belgium has ever heard of. Others write (far too) long statements that bury the actual news somewhere halfway down the page. You know the type: “Seventh report by Company X highlights the importance of (insert buzzword) for our industry.”

Journalists receive dozens of press releases every day, so you need to stand out. They should understand within the first few lines what the story is and why it’s relevant. Because their cursor is already hovering over the bin icon.

So, one more time: a quick masterclass in writing press releases.

Bring real news. News is something that’s relevant to the public – for a newspaper, that’s the average reader – and that’s timely. “Relevant” means information people actually want. “Timely” means it links to a current topic, or that it’s so strong it stands on its own. Ideally, your story connects to your audience’s daily life and what matters to them.

Hard facts and data are key. Nothing is worse than hollow statements with no foundation. Not “as experts, we feel that…” but “our sales data show that…”. Facts form the backbone of your story. They’re what make it credible.

Your title shouldn’t summarise the release. It should sell it. Go for a short, newsy line that sparks curiosity. Ideally with a strong, relevant number. The goal is to grab the journalist’s attention.

Lead with the news. Start with the essence, include compelling data, and make it tangible and easy to understand. Also explain where your insights come from. That way, you immediately answer the question: what’s this claim based on?

Write so journalists can copy and paste. Think in a journalistic style, with short, clear sentences and minimal jargon (and explain it if you must). Always answer the who, what, where, when, why and how.

Avoid anything that sounds commercial: no product plugs, no exclamation marks, no buzzwords, no hype. And definitely steer clear of words like “unique”. Stick to the facts and let the journalist decide what’s worth highlighting.

Stick to one story per release. If you try to cram in too much, the reader will lose track of the main point. Avoid side issues, draw clear boundaries and keep to the core of your message. The reader should be able to identify the news easily. Information overload just creates noise.

Build your press release with these key elements: a sharp headline, a clear storyline with a few strong core messages, solid evidence (with data!) and a meaningful quote that adds real substance, ideally from an expert or the CEO. That’s it, no longer than one and a half A4 pages. And of course, don’t forget your contact details, so journalists know who to call for more.