Top 10 Tips for Writing a Business Press Release

By Emily Jones

Utilising local media outlets can be an affordable and productive way to publicise your business and promote its image in the community. Here are some basic elements of a good story to keep in mind when writing your pitch to local news sources:

1. Timeliness
   Your press release should coincide with a timely development and should be recent. For example, if your business is opening a new branch or is offering a new service which might be of general interest, you should frame your story around these new developments.
   
   
2. Proximity
   Your press release will gain currency and will have a greater chance of being picked up by local media if you establish your story in the proximity of the local area. Your release should be pitched to local news sources, such as community radio, newspapers or online news sources, and as such should ideally stress the implications of your story for local audiences. This can be achieved also through including interviews from local people who might be affected by the newsworthy event.
   
   
3. Human interest
   A release will also become newsworthy if there is a human face to the issue at hand. This will help make your story at once accessible and memorable. The human interest news value can be achieved by featuring an anecdotal lead and quotes from your main interview source, whose narrative should drive the story. For example, if you wish to communicate how your business stands out from others in terms of customer service, an entertaining anecdote from a local customer about how often they visit your shop could be a good starting point to help hook the reader into your story.
   
   
4. Rarity
   This news value is based around the unexpected, the quirky and the bizarre. If a development in your business is the first of its kind, or is unusual, it’s a good idea to make this the focus of your press release. For example, the BEC’s “Speed-dating” style of business networking, as a surprising way to establish business contacts, helped inform the bulk of the release which saw it publicised in the local media.
   
   
5. Impact
   A general rule of a good story is its significance, importance, and its consequence. The greater the consequence of the event or trend and the larger the group affected by the development, the greater the story’s newsworthiness. If your business event will affect a large group of customers, for example, your release should be framed in terms of its relative impact and the repercussions of the development.
   
   
6. Prominence
   It helps if a well-known individual or institution is included in your press release, as they will help draw readers into your story, and make a lasting impression. For example, if your business is receiving a visit from a local Member of Parliament, this will provide a great segue between the event you are publicising and your business’ credibility and image in general.
   
   
7. Conflict
   Conflict is a major driver of many news stories. It’s obvious, however, that most business owners wouldn’t want their business to be embroiled at the centre of a highly publicised dispute. For this reason, the conflict news value will only be of use if it is employed in relation to a wider controversy not immediately related to your business. For example, if proposed legislation will adversely affect your local business community, your business can initiate leadership by being outspoken against these changes in your press release.
   
   
8. Currency
   Your story can gain momentum if it coincides with a larger topical event. It’s worth keeping up to date on relevant statistics, legislation and changes in business practices in the local and international business community to help inspire ideas for your release, or to contextualise the recent happenings in your business amongst a broader trend.
   
   
9. Angle
   The angle of your story is the main focus or “hook” that will help to draw your reader in. It’s a good idea to write down the main elements of the situation you want to communicate before you set out to start your release. It’s possible to use a combination of the above news values to inform your release’s angle: just be sure that the focus of your message is clear and that you haven’t tried to pack too much in.
   
   
10. Style
    Ensure that the basic who, what, when, where, how, and why are answered in your first sentence, or “lead”, as it is known. The lead should concisely communicate the main information of your story, with less pertinent information revealed in the ensuing paragraphs. A good guide for style is to aim for less than 25 words in your lead, include a quote from a valid source by the third paragraph, and keep paragraphs at a one sentence limit.
    

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