Writing Your First Press Release

Getting your business noticed in the press can feel daunting, especially when you’re just starting out. Yet a well-written press release remains one of the most cost-effective ways to generate buzz, build credibility, and attract customers in the UK market. This in-depth guide walks you through every aspect of writing your first press release, from crafting an attention-grabbing headline to landing coverage with the right journalists—using proven UK strategies and standards. Read on to demystify the process and give your business the professional edge it deserves.

Before you even start drafting, it’s crucial to know what journalists in the UK actually want from a press release. The harsh reality: most releases go straight to the bin because they simply aren’t newsworthy. Editors at local and national outlets—from the BBC to your local Gazette—are bombarded with hundreds per day. Your story needs a genuine angle that will interest their readers, not just promote your business.

So, what counts as newsworthy? In the UK, newsworthiness is about relevance, timeliness, impact, and human interest. Launching a new product, opening a premises, winning an award, or hiring a notable local figure can all work—if positioned correctly. Think: how does this matter to the public, not just to you? Link your story to trends, community impact, or wider business themes where possible. For example, if you’re the first vegan bakery in your town, that’s a hook.

The UK media also values stories with statistics, strong local colour, or connections to national conversations. Back your claims with reputable figures (from the ONS, FSB, or British Business Bank), and don’t be afraid to show how your news reflects broader shifts. Always avoid pure self-promotion—your release should offer value to the journalist and their audience.

• Tie your story to local or national issues where possible (e.g., sustainability, high street revival).
• Include a human interest element—real people, not just products or services.
• Use recent, relevant UK statistics to back up claims.
• Avoid jargon and overt sales language—journalists want stories, not adverts.
• Provide a clear reason *why* this news matters now.

A well-structured press release follows a clear, standard format that UK journalists and editors expect. Deviating from this not only looks unprofessional, but risks your release being ignored or misunderstood. The classic structure includes a headline, date and location, a strong opening paragraph, supporting detail, quotes, boilerplate, and contact information.

Start with an engaging headline that summarises your news in a single sentence—no more than 15 words. Next, add the release date and location (e.g., 'For immediate release, 1 June 2026, Manchester'). Your first paragraph should answer the 'Five Ws': Who, What, When, Where, Why. The second and third paragraphs provide supporting facts, context, and relevant background.

Include at least one quote from a key spokesperson—ideally the founder or someone with authority. This adds credibility and a human voice. End with a short boilerplate about your business (one paragraph) and clear contact details for further media enquiries. Always finish with 'ENDS' to signal the end of the main content. If you have supporting images or media, add a 'Notes to editors' section.

Now comes the meat: writing content that actually gets noticed. Your opening line is critical—editors often decide within seconds whether to read on. Make it direct, factual, and relevant to the publication’s audience. Avoid fluffy intros or burying the news; lead with your strongest point.

Use plain English, short sentences, and active voice. UK journalists value clarity and brevity—skip the jargon and explain industry terms if you must use them. Make sure every paragraph adds value; if you can cut it without losing the story, do so. Stick to facts and avoid hype. For example, 'We are delighted to announce...' is weaker than 'Brighton tech start-up wins £100k Innovate UK grant'.

Where possible, include real numbers, such as the amount invested, jobs created, or growth percentages. Cite sources like the ONS or British Business Bank to give credibility. If your news reflects a wider trend, mention it and show why it matters. Good UK press releases often include a quote that sounds authentic—not just a generic statement. Make your spokesperson sound like a real person, not a corporate robot.

• Use a strong, factual first sentence—no waffle.
• Back up claims with UK statistics (ONS, FSB, local authorities).
• Include at least one quote from a named individual.
• Explain any technical terms for a general audience.
• Read your release aloud to spot awkward phrasing or repetition.

Not all press releases are created equal. Sending the same generic release to every outlet is a classic rookie error. The UK media landscape is diverse, from hyper-local papers to national dailies, trade magazines, and online platforms. Each has different audiences and interests. Before sending anything, research your targets. Read recent articles, check their submission guidelines, and tailor your content to match their style and focus.

For local press (such as the Manchester Evening News or your town’s weekly), emphasise the community impact. For trade or sector publications, highlight technical innovation or industry relevance. For national media, you’ll need a broader hook—perhaps tying your story to a national debate or trend. Don’t forget specialist or online outlets, who may be more open to stories from small businesses than the nationals are.

Always include high-quality, relevant images if possible—UK journalists often prefer landscape format, at least 1MB in size, with clear captions. Never send huge attachments; provide a Dropbox or Google Drive link. Double-check that your story hasn’t already been covered, and avoid sending releases on Friday afternoons or just before major news events, when journalists are less receptive.

• Identify 5-10 key outlets (local, trade, national) relevant to your story.
• Personalise your covering email—reference the journalist by name and recent work.
• Adapt your headline and opening for each outlet’s audience.
• Include images or media links, but never clog inboxes with big files.
• Check each outlet’s press release submission guidelines (word count, format, contact).

Distribution is just as important as writing. In the UK, most press releases are sent via email directly to journalists or news desks. Avoid mass-mailing hundreds of contacts; this is a fast track to being blacklisted. Build a targeted list based on the research above, focusing on journalists who cover your sector, region, or topic.

Your subject line should clearly state the news angle (e.g., 'Local business creates 10 jobs in Leeds'). The body of your email should be brief: a one-sentence pitch, followed by the press release pasted below (not as an attachment). Attach images only if requested, or include a link to a folder. Always send from a professional email address—ideally your business domain, not Gmail or Hotmail.

Consider timing: UK journalists usually check their inboxes early in the day (9-11am), Tuesday to Thursday. Avoid weekends and bank holidays. If you’re targeting broadcast media (BBC radio or ITV regional news), phone the news desk first to check submission preferences. Monitor responses and follow up with a polite, non-pushy email after 2-3 days if you haven’t heard back. Don’t chase more than once.

• Send emails early in the working day and avoid Fridays.
• Paste the press release below your covering note—don’t attach a Word doc unless requested.
• Double-check all journalist names and titles before sending.
• Use your business email, not personal accounts.
• Log all responses and track media coverage for future reference.

Launching your first press release is a rite of passage, but it’s easy to trip up. By far the most common mistake is sending out a release that simply isn’t newsworthy. Editors aren’t interested in routine business updates, minor appointments, or generic self-promotion. Make sure your story matters to someone beyond your own team.

Another frequent pitfall is poor targeting—spamming every media contact you can find, regardless of relevance. This can damage your reputation and future chances of coverage. Always research and personalise. Other errors include using jargon-filled, overly long releases, neglecting to include a quote, or missing key details like contact info or high-res images.

Some small businesses neglect to follow up, missing opportunities for feedback or coverage. Others chase journalists too aggressively, which can backfire. Respect their time and workload. Finally, many overlook the value of measuring results—track which outlets run your story and what traffic or enquiries result, so you can refine your approach next time.

• Don’t send releases without a clear news angle.
• Avoid mass-mailing irrelevant contacts.
• Keep your release concise—one page max.
• Include all key details: who, what, when, where, why.
• Always add a spokesperson quote and contact info.
• Respect journalists’ deadlines and preferences.

Even the best press release doesn’t guarantee a front-page splash. Success depends on timing, fit, and a bit of luck. In the UK, it’s normal for only a handful of outlets to pick up your first release. This is not failure—every mention builds your credibility and Google footprint. Over time, as you build relationships and learn what works, your hit rate improves.

To measure impact, set clear goals beforehand. Are you aiming for local press mentions, website traffic, or event attendance? Use Google Alerts to track mentions, and check your website analytics (Google Analytics, Search Console) for referral traffic from media sites. Keep a log of all coverage, including print, online, and broadcast. For bigger campaigns, consider a media monitoring service, but for most small businesses, manual tracking is enough.

Look beyond immediate sales. Press coverage is about building credibility, improving SEO, and creating assets you can re-share on social media and in marketing materials. If you land a positive mention, thank the journalist and share the coverage widely. Remember: one well-placed story can open doors to partnerships, speaking opportunities, and further media attention.

• Set measurable goals for each release (mentions, traffic, leads).
• Log all coverage and save screenshots for future marketing.
• Share press mentions on your website and social media.
• Thank journalists and build ongoing relationships.
• Refine your approach based on what works (and what doesn’t).

You don’t need to be a PR pro to write an effective press release in the UK. There are plenty of free and low-cost resources to help you get started. The Federation of Small Businesses (FSB) offers templates and media training as part of membership. The British Library’s Business & IP Centre runs regular workshops on PR and media relations, often featuring local journalists.

For structure and tone, look at the press release sections on GOV.UK and the BBC Media Centre, both of which provide real UK examples. Many local Growth Hubs (funded by the British Business Bank and LEPs) offer media skills workshops and one-to-one advice. If budget allows, you can use a UK press release distribution service such as ResponseSource, Pressat, or PR Fire, but for most first releases, direct outreach works best.

If you struggle with writing, consider collaborating with a freelance PR consultant (check the CIPR directory or ProCopywriters.co.uk). For compliance, always check the Information Commissioner’s Office (ICO) for GDPR guidance on using and storing journalist data. Keep learning: the more you read local papers and trade journals, the better your releases will become.

• FSB (Federation of Small Businesses): Templates, training, and advice.
• British Library Business & IP Centre: PR workshops and networking.
• GOV.UK and BBC Media Centre: Real UK press release examples.
• Local Growth Hubs: Media skills sessions and mentorship.
• ResponseSource, Pressat, PR Fire: UK press release distribution platforms.
• CIPR: Directory of accredited PR professionals for one-off support.