I get asked all the time: “How do you write a press release that gets picked up by the press?”

Now I am not a PR expert per se nor is Get It In Writing a PR firm, but I personally come from a journalism background and that, in combination with our copywriting prowess (?), makes for a very newsy, meaty and interesting release. (And don’t even trust anyone who guarantees you anything – there is just no guarantee here.)

I don’t believe there is any one way of putting together a press release, but there are certain “must-have” components:”


• Your contact info! (You’d be surprised at how many miss including this.)
• Date, especially if important to the story.
• Headline that’s intriguing and leads to a secondary more descriptive sub-head.
• The five “Ws” – this may be “old school” but they are the foundation of any good news story or press release – ‘nuff said.
• At least one quote from a key player in the company or organization mentioned (and spell all names correctly!).
• Make it clear why this is newsworthy and worthy of any attention.
• When possible, give advice, rely on statistics, offer tips and pack the release with real information.
• Explanation as to why the event or product is newsworthy.
• An “about the company” blurb at the end.