[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fart-press-release":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":323,"breadcrumbs":324,"reading_minutes":103,"category":332,"head":334},"2016-09-23T13:20:21",{"rendered":6},"\u003Cp>Last week I wrote a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjournalists-prs-really-think\u002F\">blog\u003C\u002Fa> exploring the relationship between journalists and PRs (inspired by a recent survey by PRWeek and Press Gazette), and gave some top tips on how to improve those connections.\u003C\u002Fp>\n\u003Cp>Following on from that, I thought I’d also share some pointers on how to write a \u003Cem>good\u003C\u002Fem> press release. Yes, it’s a topic that has been covered time and time again, but one that’s definitely worth reiterating. During my time as a journalist on a regional daily newspaper, I received a dozen or so press releases a day (my editor was sent much more, and the news desk even more than that), and those that were poorly-written, or unusable for some of the reasons I’ll go into below, were binned in just a matter of seconds.\u003C\u002Fp>\n\u003Ch3 id=\"think-like-a-journalist\">Think like a journalist\u003C\u002Fh3>\n\u003Cp>Journalists are only interested in stories that their audience will want to read (i.e. something that will excite, intrigue, shock or inform, and is not blindingly self-promotional). The best advice I can give here is to make sure you’ve actually got something newsworthy to talk about (see examples in my previous blog), and to find the best ‘angle’ – the most interesting thing that will be used as the intro to hook readers in.\u003C\u002Fp>\n\u003Cp>During their training, journalists are taught to follow the ‘inverted pyramid’ when constructing a story (see below. Credit: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.prca.org.uk\">PRCA\u003C\u002Fa>). If you follow this, then you’re already off on the right foot.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.prca.org.uk\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2806 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fv9r0JPQO-Screen-Shot-2016-09-23-at-11.39.48.png?auto=compress%2Cformat&q=90\" alt=\"The 'inverted pyramid' \" width=\"428\" height=\"303\" \u002F>\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch3 id=\"make-the-most-of-quotes\">Make the most of quotes\u003C\u002Fh3>\n\u003Cp>Journalist and PR coach \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.janetmurray.co.uk\">Janet Murray\u003C\u002Fa> gives some great advice on this topic in her book \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.amazon.co.uk\u002FYour-Press-Release-Breaking-Heart-ebook\u002Fdp\u002FB01H2KXLMY\">Your Press Release is Breaking My Heart\u003C\u002Fa>. She says: “Quotes can be helpful to journalists…but a common beginner’s mistake is to use quotes to provide information (which has often been mentioned elsewhere in the press release anyway) and include jargon and\u002For technical language.” She adds that quotes should provide insight and opinion and sound like a \u003Cem>real\u003C\u002Fem> person said them! Try to think outside the box a little too – journalists don’t appreciate reading “I’m delighted” or “I’m thrilled” time and time again (particularly in press releases concerning award wins or new staff).\u003C\u002Fp>\n\u003Cp>Where possible, try and include two or three quotes in your press release. It will take you longer to do this, and you may need to liaise with other PR agencies to get what you need, but it will be worth the wait as your story will be more credible. If you’re going to include Joe Bloggs off the street (perhaps because he’s tried your clients’ product\u002Fservices) then make sure you include his age and the area in which he lives. This is the style for regional newspapers, although magazines will be different. Check what they’ve done in the past and go with that.\u003C\u002Fp>\n\u003Ch3 id=\"remove-the-jargon\">Remove the jargon\u003C\u002Fh3>\n\u003Cp>This relates to the previous point about quotes. Journalists are super busy people, and as such they only have a couple of seconds to scan a press release to decide whether it’s worthy or not. If they can’t get past the jargon then you’re jeopardising your own chances. If need be, ask your client to explain a technical word in a way a layperson would understand (this is doable 99% of the time!)\u003C\u002Fp>\n\u003Cp>While we’re on topic of removing words, get rid of any overused or meaningless words – including leading and state-of-the-art (my two biggest bugbears!)\u003C\u002Fp>\n\u003Ch3 id=\"stop-with-the-random-capitals\">Stop with the RaNdOm capitals\u003C\u002Fh3>\n\u003Cp>Also a bugbear of mine. Not only is it annoying but it means extra editing time for the journalist\u002Fsub-editor. Depending what publication you’re writing for, job titles don’t need capitalising either.\u003C\u002Fp>\n\u003Ch3 id=\"make-it-a-smooth-process\">Make it a smooth process\u003C\u002Fh3>\n\u003Cp>It’s always worth having a ‘Notes to Editors’ section a the bottom of a press release, to give journalists any additional information you think they might need, plus a way of contacting you if they need anything else.\u003C\u002Fp>\n\u003Cp>When you’re finally ready to pitch to the journalist, my advice would be to include your press release at the end of your email \u003Cem>and\u003C\u002Fem> attached. If you’re determined to follow it up, wait at least a couple of days. I often get replies several days after I’ve sent a press release, and sometimes journalists will hold your story to be used at a later date (perhaps on a quieter news day).\u003C\u002Fp>\n\u003Cp>\u003Cb>\u003Ci>Do you have any press release tips to share? Leave us a comment below and let us know!\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],135,[15,16,17,18,19,20,21,22],"post-2805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The art of the press release",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,124],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":123},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":121,"image":122},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type_key":16,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":135},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":133,"image":134},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":103,"image":140,"imageAlt":28,"categories":141,"collections":322},"blog-post","light","2022-02-07T16:48:41","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fd35sED4I-050720211625526153_person-woman-desk-laptop-2-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[142],{"id":10,"count":143,"description":144,"link":110,"name":111,"slug":145,"taxonomy":146,"parent":42,"meta":147,"acf":148,"head_links":149,"resource_count":150,"yoast_title":151,"yoast_meta":152,"yoast_json_ld":196,"_links":294,"path":110},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. 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