How to write a press release journalists actually publish
The structure of a press release that works, from headline to boilerplate, plus target lists, pitching and timing for international media.
A journalist decides in about ten seconds whether your release is news.
News value first
Is it new, important and relevant to their readers? Launches, funding, original data, key hires and awards usually qualify.
Structure
Headline that states the news, a short standfirst, a first paragraph answering who, what, where, when, why and how, supporting details and numbers, a real quote, and a boilerplate with press contacts.
Sending it
Build a target list, write a short personal pitch for each journalist, send on weekday mornings, state embargoes clearly, and use local-language releases and newswires for international reach.
We write, distribute and report placements across Turkey, Europe and global media.
Frequently asked questions
How long should a press release be?
Usually 300 to 600 words. A journalist should understand the story from the first two paragraphs.