Guide to news release writing

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 to PR Place members.

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About the author

Richard Bailey

Richard Bailey is editor of PR Place. He teaches and assesses undergraduate, postgraduate and professional students.


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