A well-written press release remains one of the most cost-effective ways for a small business to earn media coverage, position itself as an authority, and stand out from competitors, provided it’s actually newsworthy rather than a thinly disguised advert.
Know the difference between the three formats
- A media release is to the point, quotes relevant spokespeople, and runs to a maximum of around 550 words.
- An opinion piece is written in a CEO or senior manager’s voice and contains no direct quotes, since it is their opinion throughout.
- A holding statement is issued reactively, usually during a crisis, and contains only facts, no emotional language.
What to do
Find your angle first, the single thing you’d tell a friend about the news, and lead with it. Answer who, what, how, when and where in your first paragraph, using the inverted pyramid to order information from most to least important. Keep sentences and paragraphs short, and include at least one genuinely newsworthy quote from someone at the company. Head the document clearly as a “Media Release,” use a catchy headline, and include hyperlinks to your website and social channels. Keep it to one page, end with clear contact details including an after-hours number, and proofread it twice before sending.
What to avoid
Don’t use slang, jargon or complicated acronyms, and don’t overcomplicate the release with more paragraphs than the story needs. Avoid exaggeration or false promises, and don’t simply announce your new business without a genuine news hook behind it. Skip self-congratulatory language like “amazing” or “awesome,” this is a news story, not a sales pitch. Send it to a targeted list of relevant media contacts rather than a mass blast to every outlet you can find, and pitch local coverage to local outlets specifically.
Frequently asked questions
How long should a press release be?
Around 550 words maximum for a standard media release. Longer than that, and journalists are less likely to read the whole thing.
Is it worth sending a press release to every media outlet I can find?
No. A targeted list of relevant, local media contacts consistently outperforms a mass “spray and pray” approach.
What’s the biggest mistake businesses make when writing a press release?
Announcing news, like a new product or business launch, without a genuine news hook that makes it relevant beyond the company itself.
Should I include quotes in a press release?
Yes, in a standard media release. A newsworthy quote from someone at the company gives journalists a ready-made, usable line for their story.
Earning coverage, not buying it
A press release that’s genuinely newsworthy, well-structured and properly targeted can win coverage no advertising budget can buy. Get the format and the angle right, and journalists will do the rest.
Further reading: Recruitment Made Easy for SMEs | South African National Editors’ Forum on media relations standards
Originally published in October 2019. Updated September 2026 to refresh this guest media-relations guidance. The underlying press release fundamentals are durable and not tied to any specific media landscape shift.
