Is there such a thing? I’ve yet to find a journalist who can tell me – unless it’s the one containing the offer of a six-month, all expenses paid trip around five-star hotels of the world…

But there are certain essentials that every press release should have – and certain rules to follow to make them more appealing to journalists, boosting your chances of media coverage.

Content – Think story, not sales. Good newsworthy angles may include statistics from research you have carried out; awards you have won or run; unusual jobs, clients, services or events, etc. Also think about what’s current in the news – can you offer a different angle on a topical subject?

Focus – Only cover one topic, otherwise journalists see right through it and know it is a sales pitch.

‘Pyramid’ Structure – Include the most important facts at the top of your press release – Who, What, Where and When, followed by Why and How. Sub-editors tend to edit from the bottom up, so don’t let key points bring up the rear.

Headline – Although this will not usually end up being the publication headline (which are usually written by sub-editors), this is your chance to grab the journalist’s attention. What’s the angle? What’s interesting?

Quotes – Include a quote from a key representative; journalists use them to liven the text. They are therefore less likely to edit them out, so make sure it includes a key point – and try to avoid the ubiquitous, predictable PR opening gambit: “We are delighted to announce…” (yawwwwn).

Format – Headline, sub-heading, body content, editor’s notes and contact details (journalists must be able to reach you quickly and easily to find out more). Use double spacing and don’t exceed two sides of A4.

Images – A good photo can help to sell a story, particularly with local newspapers, which often don’t have the time or budget to send out photographers on lots of jobs. Include a couple where possible – or at least make it clear in the notes that images are available.

Accuracy – Spelling mistakes and grammatical errors really can put journalists off using a press release. Check, check and check again!

Want a professional to do it? Contact All Words to find out about our press release writing services.