Writing a press release

The core press release should cover the 5 W’s:

• Who? – Company or organization
• What? - Subject of the story
• Where? - Location of story or event
• When? – Timing
• Why? – Description of advantages and benefits

Quotes

Incorporating quotes from clients (e.g. Managing Director/senior personnel) or a reputable Industry spokesperson is invaluable. No matter what type of publication you are targeting, quotes add credence and weight to the press material. Although the quote will generally be attributed to a company spokesperson, it is usually the task of a public relations consultant to script it. However, it is essential for the PR consultant to seek client approval before any quotes are sent to the press. A good quote should not repeat information that is already in your copy, it should aim to add credibility and generate more interest in your press release.