How to write and send a press release

Put your business in the spotlight with a well-structured press release

Photo by Surface, Upsplash

Gaining press coverage for a new product range or upcoming event can be a massive boost for your craft business. Here we provide downloadable instructions on how to write, structure and send a press release, along with image guidance and a complimentary template you can start using today.

Read on for answers to your frequently asked questions about press and media communication.

What is a press release?

A press release is a targeted communication that brands, businesses, charities, and individuals can send to journalists or media publishers, with the aim to be broadcast wider through their channels. A successful press release may catch the attention of online reporters, television news, social media journalists, or print publications, resulting in a wider reach and more public interest in your product or service.

What should a press release look like?

A press release is typically A4 size with a branded letterhead and contact details to immediately let the reader know who is making an announcement. Content should be clear and concise with an attention-grabbing headline. You'll also need to provide background context on your business and venue details if you are hosting an event. Don't forget to include personal quotes and links to related web pages and social accounts.

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How should I send a press release?

Convert the document into a PDF so that anybody can easily open the press release.
Include a short summary in the body of your email. Think Who? What? Where? When?
Attach a low-resolution image to your email and let them know that high-resolution versions are available (if this is the case). This is so that the editor can easily download your files and the email does not become too large or get rejected.
Make sure your subject line reads: ‘Press Release: title of your project, date of project’. For example: ‘Press Release, Beneath the Surface exhibition at Collect, Somerset House, London – February 2022’
Find out the editor’s name so that you can email them directly. A good place to start is within the contact details on a company's website or in the masthead of their magazine.

How should I prepare my images?

Editors appreciate a choice of both landscape and portrait format photographs. If you have a print-quality photo of yourself, you should also include this. Consider working with a photographer on some press-ready headshots so you have professional portraits available on request.

Make sure you prepare both high resolution and low-resolution images:
- Low-resolution: Less than 300 dpi, 2MB or less
- High-resolution: 300dpi or more, over 2MB
If images are large, consider using a transfer service such as Dropbox or WeTransfer.
Store your images in a remote server such as Dropbox or Flickr so that you can access them anywhere, enabling you to respond promptly to an editor’s image request.
Make sure your file names are clear. Include the artist’s name, artwork title, medium, year, and photographer credit. Never send an image with the original filename, such as ‘IMG_1397’.

How to write and send a press release

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