Ten tips on how to write a successful press release

22 May 2014 By Northern Lights

Ten tips on how to write a successful press release image

What should I include in a press release? What are journalists looking for? How do I secure media coverage? How do I get my story into a newspaper or magazine?

Northern Lights Communication Director Ben Pindar has 20 years of experience at all levels of the media industry and he answers these questions by sharing his insights and tips on the best way to secure coverage for your press release.

In this ten-minute video, Ben provides ten simple tips for guaranteeing that your press release has the best possible chance of getting picked up by a journalist.

If you have any other tips or experiences, please share them in the comments below. Also, if you have any questions or would like any further advice, feel free to get in touch.


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Written by Northern Lights


  • Thanks for this. I enjoyed listening and actually thought that it might help some of my clients who occasionally… want me to create a story out of nothing or stand next to a piece of technical equipment for a photograph and wonder why I’m not excited! Cheers Ben!

  • Many thanks Caroline. As you’ll have gathered I’ve tackled this issue from both sides of the fence – advising businesses and receiving releases as the news editor – and I’ve lost count of the “stories” I’ve spiked because they have no news value or are in desperate need of an interesting image.
    A decent picture will carry a weak story a long way – almost guaranteeing inclusion in some cases.
    On the flip side, following targets and sending out releases with no news value is a one way ticket to media obscurity.

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