Every few years someone declares the press release dead. It isn’t. But its job has changed, and treating it as the whole of your PR plan is the fastest way to be ignored.

What it is for

A press release is a reference document. It puts the facts, quotes, figures and contact details in one place so journalists can check them quickly and get them right. It’s also useful on your own website as an official record of your news.

What it isn’t for

A release sent to a list of five hundred strangers is not a media strategy. Journalists respond to relevant, personal pitches. The release supports the pitch; it doesn’t replace it.

How to write one that gets used

Lead with the news in one sentence. Keep it under a page. Use plain language, not marketing speak. Include at least one quote that sounds like a real person said it, and make images and contact details easy to find.

When to skip it

If your story is visual, personal or exclusive, a short pitch and an offer of access will often do more than a formal release. Save the release for when the facts matter most.