Creating a Headline-Worthy Press Release
Journalist Nancy Durrant has read hundreds of press releases and Rosanna Hawkins, Director at Rees & Co, a leading cultural communications agency, has written even more. Together, they shared their insights on crafting a headline-worthy press release.
The purpose of a Press Release
Create a balance between what your client or organization wants to communicate—possibly including funders or sponsors—and what journalists need for a compelling media story.
Most press releases go unread. Even if it isn’t picked up right away, your press release must be accurate and well-crafted—it becomes a valuable reference to provide information that journalists depend on so be careful not oversell an artist or claim something you are not certain of.
A well-written release presents a significant opportunity to strategically shape and control the narrative surrounding your project.
Think Like Your Reader
Put yourself in the shoes of the reader. Think: "Would I want to read this?
Keep in mind not everything is a story - you must tease out the media angle from the material and consider new information that captures the imagination of the general reader.
Remember: “Interesting doesn't always equal newsworthy”
Writing Like a Journalist
Think of press releases as news stories: the who, what, when, where and why.
Gather all the right information from your source to uncover what makes the story newsworthy. What are the key highlights? What details will spark the media’s imagination? Your job is to find the angle that makes it resonate.
You are not the curator—avoid getting too caught up in the subject. Try not to use subjective, qualitative statements and buzzwords like "immersive," "major," "iconic," "groundbreaking," or "unique" unless you can genuinely justify their use.
The first paragraph should deliver the most essential information.
The Pitch Email
You can use the same language as in the press release. Keep it concise and include key information first, such as dates, location and key names.
Always attach images - preferably three in different formats (landscape and portrait). Ideally less than 10MB but no lower than 2MB
Tailor your email to the journalist you’re contacting. Ideally, you’ve established a relationship with them and are reaching out because you genuinely believe the story will interest them.
Including action points—such as “I’ll follow up in three days”—can help start the conversation and make it easier for the journalist to stay on top of it.
BONUS TIPS
Writing a press release is a time-consuming task, which can be frustrating. Invest your time wisely by spending it in meetings with key people involved, and lean on colleagues for input and feedback. If you are not confident in your writing skills, don’t hesitate to ask someone for help.
Be mindful of who needs to approve your text and how many sign-offs are required—for example, if any featured names, gallerists, sponsors, or curators need to give their approval.
Layout is important - make it easy for the eye to follow.