What is a Press Release? – 5W Public Relations Blog


If you send out a press release in the form of an email, it must be in the email main body. An attachment of a word document will not be opened by the media.

Be Factual and Clear

A press release is not a competition in prose writing. It is far more important to be clear, factual and informative. In any case, you should avoid ‘fluffy language’ in the main body.

No Sales Pitch

A press release must be to inform the public about an event that is newsworthy. Its purpose is not to advertise a product even though that would be a great byproduct.

Be Wise

Your press release topic should be chosen wisely. In order to develop a good name and reputation, strong stories should be chosen. Publish rubbish and your reputation goes down the drain.


It is important to know how to write a press release that is powerfully optimized. A press release that is optimized can drive lots of targeted traffic to your website, and a number of back links will lead to both an increased page rank and many top ten search engine rankings for your keywords. In order to optimize, you should use some of your keywords in the first and last paragraphs. Keyword saturation should be about 2 to 5% exposure throughout the press release.

Contact Details

You should always be sure to put your contact details at the bottom of a press release. The contact details should include your full name, telephone number, email and mobile address. It is for your benefit for a reporter to reach you easily when interested in your press release.


By all means, proofreading is essential to any press release. There is nothing worse than a submission chock full of grammatical errors. If you aren’t confident in your ability to proof, get someone who is to proof it.

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