The short answer: a press release should lead with the news, give the key facts in the first paragraph and make it easy for a journalist to use. Most releases fail because they open with the company instead of the story.
A journalist receives many releases a day. The ones that get used are clear, short and specific, and they answer the questions a reader would ask.
First, check that it is news
- Is something new, such as a launch, an opening, an appointment, a partnership or an event?
- Does it matter to the readers of the publication you want?
- Can you prove the facts?
If the answer to the first question is no, a release is the wrong tool. A story pitch or an article may suit better.
The inverted pyramid
Put the most important information first and the least important last, so an editor can cut from the bottom without losing the story.
- Headline: the news, in plain words, in one line.
- First paragraph: who, what, when, where and why it matters.
- Second paragraph: the detail that supports the news.
- A quote from a leader, saying something a person would actually say.
- Background: context for readers who are new to the company.
- Boilerplate: a short standard paragraph about the company.
- Contact details for follow-up questions.
Writing it well
- Use plain language and short sentences. Avoid "leading", "innovative" and similar words that say nothing.
- Give the facts that can be checked: dates, names, places.
- Keep it to one page where you can.
- Write the quote last, and read it aloud.
Arabic and English
If you work in both languages, write each from the brief, not by translating one into the other. Names, dates and formal titles must match in both, and the quote may sound different, because the way leaders speak in each language is different.
Sending it
- Send to named journalists who cover the topic, not to a general list.
- Put the release in the body of the email and attach the photos separately.
- Offer a short call or an interview.
- Follow up once, politely.
An illustration: a weak and a strong opening
A weak opening: "Company X, a leading provider of innovative solutions, is proud to announce an exciting new development."
A strong opening: "Company X opened a new branch in New Cairo on Sunday, adding space for up to two hundred customers a day and creating forty jobs."
The second names the news, the place, the date and the effect, so a journalist can decide in five seconds. The first says nothing a reader could use.
What to attach
- Two or three good photos, with captions and credits.
- The names and titles of anyone quoted, spelled as they want them.
- A link to a page with more detail.
- One contact who will answer quickly.
When the story is a good fit for a video, brief it early. Our content and copywriting team writes the release and the supporting copy in both languages.
A checklist before you send
- Is the news in the headline and the first paragraph?
- Are the names, dates and numbers checked twice?
- Does the quote sound like a person?
- Are the photos attached, captioned and cleared for use?
- Is a named contact ready to answer within the hour?
- Is it going to people who cover this topic?
Finding an angle journalists care about
Journalists look for something their readers will find useful, surprising or important. A company's own milestone rarely qualifies unless it connects to something bigger. Look for the connection.
- A trend. Does your news show something happening in the industry or the market?
- A first. Is it the first time something has been done in the region or the sector?
- A real person. Is there a customer or a staff member whose story makes the news human?
- A local effect. Does it create jobs, solve a local problem or serve a community?
- Useful data. Do you hold original information that others would want to quote? Only use it if it is accurate and you can show where it came from.
If you cannot find an angle, the news may be better shared through your own channels than through a press release.
Building relationships instead of blasting
A release sent to a long list of unknown addresses rarely achieves anything. A short list of journalists who cover your sector, whom you have read and whose interests you understand, achieves more. Follow them, read what they write and send them material that fits.
When you contact a journalist, be brief and respectful of their time. Explain in two lines why the story suits their readers, attach the release, and offer a photo, a quote or an interview. If they do not reply, one polite follow-up is enough. If they do reply, be quick and helpful, even when they ask hard questions. Over time, being reliable and accurate is what earns coverage.
After the release goes out
Publishing is the start of the work. Track where the release is picked up, and share coverage on your own channels with thanks to the outlet. Keep a record of each piece, with the date, the outlet and the link, because it becomes useful proof later.
Prepare for follow-up questions in advance. A short sheet with agreed facts, approved quotes and the name of the person who speaks for the company prevents mistakes under pressure. Finally, review what worked. Which angle drew interest, and which was ignored? Use the answer to make the next release stronger.
Using quotes well
A quote should say something a journalist cannot get from the facts alone: a reason, an opinion or a human reaction. "We are delighted to announce" is not a quote, because it carries no information. A better one explains why the news matters or what it will change for customers.
Keep quotes short, attribute them to a named person with their role and make sure that person has approved the wording. Use one or two at most. If the release is in Arabic and English, write each quote in its own language so that it sounds like something the person would actually say.
How we help
We find the angle, write the release, prepare the quote and plan where it goes. If you have news and are not sure how to present it, talk to us.