How to write a press release

A press release is the most basic and most important tool for communicating with the media. Why? Simply because journalists and editors have become used to them and know how to deal with them or, in the majority of cases, how to delete them from their inbox.

So, how do you write a press release?

A good press release encapsulates a story to gain media attention – a bit like a good mailshot in the recruitment sector. As with a mailshot it needs to be targeted, be relevant and communicate quickly and clearly. Here’s an example of one we did for a client which ended up getting both domestic and international coverage over the course of a whole year:

Workplace diversity a “glorified PR stunt” according to UK accountants

Despite the proliferation of formal initiatives and policies to promote diversity in the workplace, only a minority of Britain’s accountants are convinced that they are anything more than what one described as a “glorified PR stunt.”

According to a survey carried out for the financial recruitment specialist, xxx, only 35% of those questioned thought that formal diversity programmes were having a real effect on the companies they worked for.

“We’ve got a programme, which is supposed to ensure that we’re recruiting people from all different types of backgrounds and ethnic groups,” says one ACA, working for a major investment bank, “yet practically everyone at senior level is still white, middle class and male. Where’s the diversity in that?” A female part-qualified CIMA in another bank had a similar jaundiced view. “There’s supposed to be a level playing field here, but the only women who really get on are those who are willing to forego a family and commit completely to the bank,” she says. “There are a few at senior level with children but if they ever get to see them it must be a minor miracle.”

When asked why employers set up diversity programmes, 54% believed that it was to generate good PR and 73% thought that it was because they feared prosecution under discrimination laws. Only 29% believed that companies had a genuine commitment to creating a diverse workforce at all levels.

However, despite their apparent cynicism about progress towards it, the majority (85%) of the 170 accountants questioned thought it was a highly desirable aim.

“There’s obviously a degree of cynicism about how committed large companies are to diversity because power in these institutions often still resides in the hands of a markedly un-diverse group,” says xxx. “However anyone who thinks that they are not committed to changing this in the medium to long-term is kidding themselves. Organisations of this size and scope aren’t doing this for any fluffy, altruistic reasons. They know that there is a compelling business case for mirroring an increasingly varied customer-base. And they also know that if they want to recruit and retain the best people in the market they need to be fishing from the widest possible pool of talent.”

OK, so why did it work so well?

•  It’s about a subject that is already widely discussed in the press, so we already knew there was an appetite for this sort of material and that it was likely to keep up for some time, if not indefinitely.
• It’s controversial – it doesn’t just tell you what you know already.
• It’s based on the views of a group rather than just one person or organisation, so it has extra ‘credibility’.
• Its headline grabs immediate attention.
• Each paragraph has something to say – always work on the basis that if a sentence or paragraph doesn’t tell you something or develop the story, then strike it out.
• It has ‘human interest’ – you can read quotes from the real people behind the research telling you what they think.
• It’s short and to the point, but contains enough material for a journalist to build an article around it.

Getting your release noticed

Writing an excellent press release is only half the challenge - effective distribution ensures your content reaches the right journalists and generates the coverage your story deserves. Too many recruitment agencies invest significant effort in creating compelling releases but fail to distribute them strategically, limiting their impact and media potential.

Building your media contact database

Journalist research and relationship building

Effective press release distribution begins with identifying the right journalists for your story.

Research employment correspondents at national publications, specialist recruitment trade journalists, business reporters covering your client sectors, and freelance journalists who regularly write about workplace topics. Create a comprehensive database that includes contact preferences, beat coverage areas, publication deadlines, and recent article topics.

Many journalists prefer email contact, but some respond better to social media approaches or phone calls. Understanding these preferences significantly improves your response rates. Follow journalists on social media, engage thoughtfully with their content, and build relationships before you need them for story placement. The most successful agencies develop genuine relationships with key journalists rather than treating them as purely transactional contacts.

Publication specific targeting

Different publications require different approaches and story angles. National business publications need broader market significance, whilst specialist recruitment trade publications might be interested in more detailed industry analysis.

Research each publication's editorial calendar, special feature requirements, and typical story formats. Some publications prefer data-heavy releases whilst others favour human interest angles or opinion pieces.

Tailoring your distribution approach to publication preferences dramatically improves success rates.

Strategic distribution timing

Understanding media cycles

Avoid sending releases during major news periods when your story might be overlooked. Monday mornings often see high email volumes, whilst Friday afternoons typically receive less attention. Tuesday through Thursday mornings generally offer optimal timing for media outreach.

Consider industry-specific timing as well. Avoid sending recruitment industry releases during major conference periods when journalists are travelling, or during peak holiday seasons when newsrooms operate with reduced staff.

Deadline awareness

Research publication deadlines and plan distribution accordingly. Daily publications need immediate news relevance, whilst monthly magazines require longer lead times but offer extended coverage windows.

Factor in journalist response times when planning follow-up activities. Most journalists who will use your story respond within 48-72 hours of receiving well-targeted releases, though some longer lead publications may take weeks to respond.

Multi-channel distribution approach

Email
distribution best practices

Craft compelling subject lines that immediately communicate your story's news value. Avoid promotional language or excessive capitalisation that might trigger spam filters. Include the most newsworthy element in your subject line rather than generic phrases like "Press Release from [Company]."

Keep email body content concise whilst highlighting key story elements. Many journalists scan emails quickly, so front-load the most compelling information.

Personalise outreach when possible, referencing recent articles the journalist has written or explaining why your story particularly suits their coverage area. This personalisation demonstrates you understand their work and increases the likelihood of story consideration.

Social media amplification

Many journalists monitor social media for story ideas, making strategic social sharing an effective supplementary distribution channel.

Create engaging social media content that highlights key release findings rather than simply posting links to the full release. Use compelling visuals, key statistics, or quotable insights to encourage sharing and engagement from your network.

Strategic follow-up techniques

Timing and approach

Wait 48-72 hours before following up on press releases to allow journalists time to review content and consider story potential.

Avoid aggressive follow-up that might damage relationships with key journalists. Most reporters who will use your story respond within the first few days, whilst persistent follow-up with uninterested journalists risks being perceived as spam.

Value-added follow-up

When following up, provide additional value rather than simply asking about story status. Offer exclusive interviews with senior executives, provide updated statistics or analysis, share related customer case studies, or suggest alternative story angles that might better suit the publication's current editorial needs.

Consider offering exclusive access or first-look opportunities to key target publications. Journalists value exclusivity, and providing early access to key contacts or unique insights can significantly improve story placement success.

Measuring distribution effectiveness

• Track response rates from different journalists and publications to identify which contacts provide the best story placement opportunities.
• Focus future distribution efforts on contacts who consistently engage with your content whilst continuing to build relationships with new potential sources.
• Monitor which story types and angles generate the best response rates from your target media contacts.

This analysis helps refine your content creation strategy to produce releases that journalists find more newsworthy and useful.

Coverage quality assessment

Evaluate
not just whether your releases generate coverage, but the quality and positioning of that coverage.

Stories that position your spokespeople as expert sources provide more value than brief mentions in longer articles.

Common distribution mistakes to avoid

Generic distribution lists

Avoid sending releases to generic media lists without considering story relevance to specific journalists or publications. Targeted distribution to fewer, more relevant contacts typically generates better results than broad distribution to uninterested recipients.

Research journalist preferences and publication requirements before adding contacts to distribution lists. Many journalists prefer receiving only highly relevant story suggestions rather than all releases from particular agencies.

Poor timing coordination

Don't distribute releases without considering news cycles, publication deadlines, and industry event calendars. Even excellent stories can be overlooked if they arrive during busy news periods or conflict with major industry events. Plan distribution timing to coincide with optimal journalist availability and news value windows. Sometimes delaying distribution by a few days significantly improves story placement success.

Excessive persistence

Avoid following up more than twice on individual releases unless journalists express specific interest in additional information. Excessive follow-up damages relationships and reduces likelihood of future story consideration. Focus persistent follow-up efforts on relationships where you have established rapport and previous success rather than pursuing unresponsive contacts aggressively.

Transactional approach

Don't treat journalist relationships as purely transactional exchanges focused only on story placement. The most successful agencies invest in long-term relationship building that provides mutual value beyond individual press release distribution.

Remember that effective press release distribution combines strategic targeting, relationship building, and consistent value delivery. The agencies that succeed with media relations invest time in understanding journalist needs, publication requirements, and industry dynamics rather than simply distributing content widely and hoping for coverage.

Read more recruitment PR tips

Author: Vickie Collinge

Originally posted April 2012. Updated August 2025.