Is your press release giving you a headache? 

By Kate Ryan

Finding yourself stuck in the trap (we all fall into) of writing a press release that seems like it doesn’t want to be written can seem torturous, but doesn’t have to be. There are techniques and tricks every PR pro follows to get out of this mind-numbing rut.

That is why we have compiled just a few handy pointers that will lend you a helping hand, pushing your press release in the direction you want it to go.


The headline is the first thing a journalist reads when they open their inbox, therefore needs to reel in attention as it will determine whether it’s opened or not. The shorter and snappier the headline, the better. Having an informative subject line will entice the journalist to click in and read your press release. Inducing interest is a principal aspect of good press release writing. This interesting headline comes with finding a worthy news hook. Don’t simply start a press release for the sake of it. Writing about something that interests you comes before writing for sales, your use of language throughout will convey your intrigue and is more likely to spark the reader’s interest.


Once the headline has done its job having caught the journalist’s attention, you want to keep a tight grip on it. In order to maintain the journalist’s interest and offer understanding throughout you should incorporate a topic sentence at the beginning of the press release outlining what is expected to come. Sticking to this one sentence outline at the beginning of your press release is crucial as it profiles your attention, your focus and your writing skills. Often when in the swing of writing a good press release, we tend to go off on tangents, tangents that have no relation to the content at hand and can confuse the journalist. This does not paint anyone in a good light whatsoever. In order to maintain the journalist’s interest, you must stick to the PR credentials and follow the route you had set for yourself in the introduction.


Along with context and catchy headlines, facts and statistics are another feature ensured to give your press release an edge. It is living proof that shows you’ve done your research and ups the quality and possible chances of clicks. However, any old facts can be thrown into press releases here, there and everywhere. The interesting, intriguing facts that make the journalist want to know the story behind them, these are the ones that make your work stand out. Statistics shouldn’t just be a technique you need to check-off your press release credentials, but something that adds context, something accessible that makes you want to read more to be more informed on the topic.


Last but not least, timing. Depending on whether your press release is time limited, working towards a deadline or not, this pointer is just as applicable. Taking your time when writing your press release is of utmost importance. Nothing was ever done well in a rush. It took Michelangelo four long years to paint the ceiling of the Sistine Chapel and he broke part of his back in the process. Once you’ve sorted the contents of your press release with something interesting and of equal importance, you don’t want to expose this worthy news hook by rushing your writing. When God made time, he made plenty of it, remember to apply this to your press release writing.
Did you found these PR pointers helpful in the crafting of your press release? Would like to access Ireland’s largest online contacts database? Click here or call Gaye on (01) 254 1845. 



Kate Ryan

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