How to write a news release

About the author

Richard Bailey Hon FCIPR is editor of PR Academy's PR Place Insights. He teaches and assesses undergraduate, postgraduate and professional students.

Some view press releases as an old and discredited PR tactic. Others see them as a core and distinctive skill that’s still essential for public relations.

While a previous generation of practitioners often entered the field with professional experience in the media, increasingly PR graduates and others new to the field have to learn to view the world from a journalist’s perspective.

So there’s a need for a guide that covers the basics. And that starts with an understanding of what makes news – because in our view, no news should mean no release.

To emphasise what matters (news) we prefer to describe these as ‘news releases’ rather than ‘press releases’. But we’re talking about the same process that involves identifying a potential news story, deciding how to write and format it, to whom and when to pitch it, and whether to use embargoes or exclusives.

Our guide to news release writing is available now. Download using the form below.

Download: How to Write a News Release Guide

This guide will help you to:

  • Understand what makes news
  • Write a news release
  • Know the difference between news and opinion
  • Know when to offer exclusives and use embargoes.

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