How to write a Press Release in 6 steps: A practical guide for UK Brands
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Key Takeaways:
1. Focus on newsworthiness first. If it’s not timely, relevant, or impactful, it won’t get coverage.
2. Write in a clear, journalistic style. Keep it factual, concise, and free from marketing language.
3. Lead with the key information. Include the who, what, where, when, and why in the first paragraph.
4. Use a strong, specific headline. Prioritise clarity and real detail over clever wording.
5. Keep it concise (400–600 words). Short, structured releases are more likely to be used by journalists.
6. Target the right journalists. Relevance and personalisation matter more than mass distribution.
7. Optimise for SEO and AI. Use clear keywords and verifiable facts to improve visibility and pickup.
1. What is a Press Release?
A press release (also called a news release) is a short, factual document sent to journalists and media outlets to announce something newsworthy. It gives reporters the essential information they need to decide whether to cover your story- and enough material to start writing if they do.
It is not an advert. It is not a blog post. It is a news document written in journalistic style, designed to earn coverage rather than buy it.
2. Key Facts about Press Releases in 2026
The press release has been declared dead many times. The data disagrees.
Cision’s 8 PR Lessons from the 2025 State of the Media Report shows that:
- 72% of journalists name the press release as their preferred format for receiving PR content in 2025 (Cision)
- 50% of journalists use press release content with minimal edits- a well-written release can go straight to publication (Cision)
- 86% of journalists reject PR pitches due to a lack of relevance- making a targeted, newsworthy release essential
- Corporate reputation now drives £841 billion in UK market value. In the FTSE 350, reputation accounts for 25% of total market capitalisation. (Echo Research)
The inbox is competitive. Journalists receive dozens of releases daily. But most of what lands is poorly written or irrelevant. A well-crafted press release stands out immediately.
2. How to write a Press Release: 6 steps
A) The Headline
Make it factual, specific, and newsy. Under 12 words. No puns, no jargon, no "excited to announce."
Weak:“We’re really excited about this partnership and what it means for the future of our business.”
Strong:“This partnership will cut onboarding time for UK SMEs by 40%, helping thousands of businesses get up and running in days, not weeks.”
B) The Opening Paragraph
This is the most important part. Answer the five Ws immediately: Who, What, Where, When, and Why it matters. If the news isn't in the first paragraph, most journalists won't reach the second.
C) The Body
Most important information first, detail after. Structure it like this:
- Para 1: The news
- Para 2: Why it matters / context
- Para 3: A spokesperson quote
- Para 4: Supporting evidence, data, or background
- Para 5: About the organisation (brief)
Keep the total to 400–600 words. Longer = a feature article, not a press release.
D) The Quote
One strong quote. Make it specific and human- not corporate.
Weak: "We're thrilled to announce this exciting new chapter."
Strong: "UK SMEs spend an average of six hours a week on manual admin. Our new AI software cuts each task down by around 20 minutes - freeing up valuable time to focus on growth.”
If you can, include a second voice- a client, expert, or partner- to add credibility.
E) The Boilerplate
A three-sentence "About [Company]" paragraph at the end. Factual. No superlatives. Include what you do, who you serve, when you were founded, and where you're based.
F) Press Contact
Always end with a named contact- full name, job title, email, and direct phone number. Journalists on deadline do not chase anonymous inboxes.
Additional Tips
- Write for a journalist, not your board. Strip out internal language, acronyms, and anything that reads like marketing copy. If a BBC journalist wouldn't use the word, neither should you.
- Time it well. Monday or Tuesday mornings (9 to 11am UK time), consistently deliver the highest open rates for press pitches. (Cision)
- Personalise your pitch email. The release itself can be standard, but the covering email should be tailored. Reference the journalist's recent work. One line of genuine relevance beats three paragraphs of background.
- Follow up- once. Send a brief follow-up 48-72 hours later. Not more than once. Chasing repeatedly damages relationships.
- Distribute across digital channels. Share your press release across social media and other digital platforms to generate more visibility and attention.
- Write for AI too. Journalists rely more on specific keywords when trying to filter for a specific story so it’s important to use topical buzzwords to get your press release seen
The New Media Channels: Why they matter for Press Release success
Sending a great press release is now only part of the job. Journalists in 2026 do not just read their inboxes- they discover stories across multiple channels before deciding what to cover.
Today's journalists are actively monitoring:
- LinkedIn- especially for B2B news and executive announcements
- X (Twitter)- still the go-to for breaking news and real-time commentary
- Newsletters and Substack- trusted, niche-specific channels gaining editorial weight
- Podcasts- have boomed over the last 5 years with growing listeners across multiple industries
- TikTok- increasingly relevant for consumer brand stories
- Reddit and other review forums- AI and journalists both use these to cross-check claims
If you want a deeper dive, download our New Media Litepaper or read New Media Channels B2C brands should use in 2026 or New Media Channels B2B brands should use in 2026
Key Takeaway
Sending a press release is only the start. Support it with a LinkedIn post, share key lines on X, and ensure your message is consistent across channels. Journalists often cross-check stories across platforms - visibility and consistency are what turn interest into coverage.
Words+Pixels is a UK PR agency helping brands communicate with clarity, purpose, and impact. Get in touch to talk about your next announcement.
FAQs: How to write a press release in 2026
1. How long should a press release be?
400–600 words is the sweet spot. Journalists are busy; concise wins.
2. When should I send a press release?
Monday or Tuesday mornings (9 to 11am UK time) deliver the best open rates. Avoid Friday afternoons and Monday mornings.
3. What makes a story newsworthy?
Ask: would someone who's never heard of my company care about this? Good indicators include new data, significant investment or funding, a major partnership, a product that solves a recognised problem, or a timely comment on a current issue.
4. Do I need to embargo my press release?
Only use an embargo if there's a genuine reason- a product launch with coordinated coverage, or a report timed to an event. Otherwise, release immediately. Embargoes require trust and established journalist relationships to work well.
5. Should I include images?
Yes. Attach a high-resolution image (minimum 300dpi)- a headshot of your spokesperson, a product image, or a brand logo. Journalists can't always use them, but it removes a barrier when they can.
6. Do press releases help with SEO?
Yes, when published on your own website or distributed via a newswire. Use a target keyword naturally in the headline and first paragraph, add image alt tags, and link internally to relevant pages. Third-party coverage from newswire distribution that links back to your site can also add further authority and support SEO over time.
7. What about AI search results?
This is one of the biggest shifts of 2026. AI tools like ChatGPT and Google AI Overviews increasingly surface brand information drawn from press coverage and owned content. Structure your release with specific, verifiable facts- not vague claims- so AI can identify and repeat your story accurately.
