Writing a press release is more difficult than you might think.
- It must provide all the key facts in just a few words
- It must accurately reflect the issue yet be accessibly written
- It must be written to suit the intended audience – journalists.
- It must, almost always, involve compromise.
A press releases is issued to push open a door – to persuade a journalist that its content is news.
There’s no guarantee that (almost) any release will hit the mark – even the best stories can be spiked if a major event intervenes.
But a well-crafted release can have a long lifespan; it can be used in the future even if it’s ignored at the time.
Charities, authors, scientists and athletes are among those for whom I’ve written press releases, winning coverage in national and international media.
“I have sold more of my books as a direct result of Cath’s press release than through any of the other marketing initiatives.” Kate Bretherton, author.
Editorials (or opinion pieces) are longer and are usually written in the first person – but not necessarily by the bylined name.
They represent the views of the author or those of the entity the author represents.
The ability to write well and to structure copy around a theme is crucial. The author’s voice is retained.
I’ve written editorials for Client Earth, and Professor Sir David King at the University of Oxford’s Smith School of Enterprise and the Environment.
Get in touch if you’d like a little help in putting together a press release or editorial:
t: +44 (0) 7876 303135