What is a press release really for?

It was the question in our latest quiz: what is the main purpose of a press release? The right answer is B. It informs the media and the public about a news fact.

News, not an advert

A journalist receives dozens of releases a day. They keep the ones that bring new, verifiable information useful to their readers. A sales tone goes straight in the bin.

Rules that work

• A headline that says the essential in one line
• Who, what, when, where and why in the first paragraph
• A quote from a named spokesperson
• A press contact who answers the phone

A good release fits on one page. If it needs two, what you need is a press kit.