A common mistake in press release writing is forgetting who the real audience is. While press releases may eventually reach customers or clients, they’re primarily written for journalists and editors—the gatekeepers to broader visibility.
If your release reads like an ad, expect it to be ignored. Here’s how UK businesses can refocus their messaging to engage the media and earn valuable coverage.
Why Journalists Matter More Than You Think
Journalists don’t buy your products. They don’t want marketing fluff. They want:
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News that impacts their audience
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Quotes from real people, not slogans
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Timely relevance
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Clarity and substance over self-promotion
Crafting your press release with this lens increases pickup, backlinks, and brand authority.
Key Differences: Journalist vs. Customer Writing
| For Customers | For Journalists |
|---|---|
| Emotional, benefit-driven | Factual, objective, credible |
| Sells a solution | Reports a development |
| May use testimonials | Uses executive or expert quotes |
| CTA focused on conversion | CTA focused on further information or interviews |
Remember: you’re not selling a product—you’re delivering a story.
What Journalists Look For in a Press Release
✅ A Strong Lead
Clear explanation of what’s happening and why it matters.
✅ Data or Context
Back up claims with real metrics, industry trends, or research.
✅ Quotes That Sound Human
Quotes should add value, not repeat what’s already been said.
✅ Relevance to Current Events or Industry
Tie your announcement to broader themes if applicable.
✅ Contact Info
If they want to follow up—they need to know how.
All of this should be formatted clearly, using bolded H2 and H3 headers, short paragraphs, and relevant keywords.
Common Mistakes That Turn Journalists Away
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Releases that sound like sales brochures
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Overuse of adjectives like “innovative,” “amazing,” or “cutting-edge”
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No clear news angle
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Poor structure with missing headlines or datelines
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No contact information for follow-up
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Broken links or outdated media kits
These are classic press release mistakes that kill credibility.
How to Make Your Press Release Journalist-Ready
1. Lead with News, Not Background
Start strong with the announcement. Save the company intro for the boilerplate.
✅ “GreenCharge has raised £8.2M to expand solar battery tech across the UK.”
❌ “GreenCharge is a clean energy leader in the UK with a proud legacy…”
2. Add a Contextual Quote
Use your quote to give insight—not repeat the headline.
✅ “With rising energy costs, our solution is more than just eco-friendly—it’s economically vital,” said CEO Mina Alabi.
3. Provide a “Why Now?” Hook
Tie your story to trends, legislation, or current events.
“With UK net-zero targets looming, this innovation answers urgent infrastructure gaps.”
Offer Supporting Materials Upfront
Give journalists access to:
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Press kits (logos, bios, product images)
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Embeddable videos or charts
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Fact sheets
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Company backgrounder
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Relevant data sources or citations
Include a link in your CTA or footer, like:
“Download the full media kit and high-res visuals here.”
Avoid Press Release “Red Flags” for Editors
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Too long without clear sections
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Repetitive or self-congratulatory tone
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No clear audience fit for their publication
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No timeline or next steps
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Missing email/phone for the press team
Even small oversights reduce trust and usability.
Create a Media-Friendly Boilerplate
The boilerplate is your “About Us” section—but keep it short and clean:
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Who you are
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What you do
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Where you’re based
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Optional: size, key products, recent milestone
✅ “Founded in 2017, SolarNova is a London-based energy tech company developing AI-integrated solar grids for residential and commercial use.”
Conclusion: Respect the Gatekeeper
For UK businesses, writing for journalists means dropping the pitch and telling the story. Press releases aren’t about what you want to say—they’re about what editors and readers need to hear.
Clarity. Newsworthiness. Accessibility. These are your press essentials.
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