By Sanjay Gupta
Outline
Those who work in the media know the role that a press release plays in communicating messages from corporate clients or other organizations to members of the press – be it print, electronic or online.
However, more often than not, most journalists consider the constant flood of releases in their inboxes as an incessant source of annoyance – and many even consign them to the recycle bins without so much as looking at them. On the other hand, PR professionals toil on putting together a communiqué that they believe must be carried by all the press in the world! And then, there’s the client breathing down their neck, changing a word here or there, or asking for more options to be given for his or her quotes.
The fact of the matter is that different people view the press release differently, giving it weight as per their individual needs and the situation on hand. That does not mean, however, that how the release is written can be ignored – far from it. Quite often, if there’s a catchy headline at the top or some significant statistic in the intro or some other cleverly and concisely presented piece of information, there is relatively much higher chance of the release being carried or followed up by the concerned journalists.
To cut a long release short, there’s a method to the madness about press releases. Just as there’s an art and scientific approach to writing a good feature article or ad slogan, so it is with writing a press release – one that gets looked at and, often, given sufficient space in the media.
This guide gets into the nitty-gritty of writing a press release. From introducing the learners to the purpose and format of a release to taking them through the devices used to make it more useful and interesting to the media, the guide aims to teach them the basic principles of crafting a well-written press release.
About the Author
Sanjay Gupta is a Delhi-based freelance writer and editor who has worked for some of the leading media and PR companies in India, including The Times of India Group, Cyber Media, 20:20 Media and Jasubhai Digital Media. With an overall work experience of 12 years, Sanjay has dealt with a deluge of press releases and written tons of contributed columns, case studies, and speeches for top-of-the-line corporate clients across several industries.
List of Chapters/Sections in This Guide
Chapter 1: Introduction
Chapter 2: Purpose of a Press Release
Chapter 3: The Target Audience
Chapter 4: Who Writes Releases and How are they Issued?
Chapter 5: Components and Formatting of a Press Release
Chapter 6: Writing Style and Tone
Chapter 7: Other Tips for Making the Release Effective
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