Best Press Release Writers

What a good press release package includes

Press release gigs range from writing only to writing plus distribution. Check that the package states:

• Writing: headline, lead paragraph, body, quote and company background.
• Length and format.
• Research or interviews to gather facts and quotes.
• Distribution: included or not, and exactly where.
• Media list or pitching, if offered.
• Revisions and delivery time.

Ask the writer to explain the news angle in one sentence before writing. If they cannot say why a journalist would care, the release probably needs a stronger story, and it is better to find that out before paying for distribution.

Check the timing of your news. A release sent too early may be forgotten, and one sent after the event has little value. Agree on a date with the writer that leaves time for approvals and for journalists to plan coverage.

How to brief a press release writer

1. The news: what is happening, when and where.
2. Why it matters and to whom.
3. Facts and figures you can back up.
4. People to quote, and their real views.
5. Company background and contact details.
6. Target media: local, trade or national.
7. Timing and any embargo.

Give the writer real quotes or time with the person being quoted. Invented, generic quotes are easy for journalists to spot and add nothing. A quote that explains why the news matters, in plain words, is far more likely to be used.

Prepare supporting material: good photos, a short fact sheet and a link to more information. Journalists who are interested often need these quickly, and having them ready makes coverage easier.

What drives the price

• length and complexity of the news
• interviews and research
• distribution reach
• media list building and personal pitching
• rush delivery for a fixed date
• the writer's experience in your industry

Distribution prices vary widely. Wide wire distribution may put your release on many websites that few people read. Targeted pitching to a handful of relevant journalists can be more effective for less money.

Red flags

• Guaranteed coverage in major outlets.
• No questions about why your news matters.
• Quotes that read like adverts.
• Vague distribution with no list of where it goes.
• Facts or figures the writer cannot source.

Measure results honestly. Count real articles, interviews and links from relevant sites, not the number of automatic reposts on wire networks.

For your website's own news and blog, see our blog writing guide. For launch campaigns, read our marketing strategy guide, and for crowdfunding news our crowdfunding guide.

Publish the release on your own website as well. It gives journalists and customers a permanent page to link to, and it keeps a record of your company's milestones that is useful for future pitches.

Quick pre-order checklist

• I have real news and know why it matters.
• Facts, figures and quotes are real.
• I know exactly where the release will be distributed.
• No one has promised guaranteed coverage.
• Photos, a fact sheet and contact details are ready.