Over 15 million people have seen a small business in the media that has used one of our DIY PR kits.


Download your free press release template here.

No doubt you’re familiar with the term media release or press release (they mean the same thing by the way!). It’s the formal document that you use to communicate your news to journalists.


So when should you use a press release and how do you go about writing one?

Using a release is a great way of delivering your news quickly and succinctly to media contacts. It contains all of the details the journalist needs to write their story, including quotes from you. You only use a release when you have actual news to share (hint: revamping your website is not news).

There is a formula to writing a release. Remember you are not writing a finished story for the journalist, you are giving them the building blocks for writing their own version of the story. They will not simply copy and paste your release.

The key to getting it right is working on your story angle. What’s the news angle? Not what do you want the story to be about, but what would the audience want to read about? Even if you’re launching a new product, why should they care? What problem does your product solve? How can you turn what you want to say into something that’s newsworthy?

When you’ve worked out what your angle is, you have to get the point across quickly to grab the media’s attention. They may only read the headline and the first paragraph to decide if your story is worth writing about. So make it count.

Let’s start with the headline.

If your business intends to disrupt a well-known model, make sure that’s clear from the start. Instead of simply writing, ‘Xx company launches in Sydney’, consider writing, ‘Xx company launches to change the way we do xx.’ Or if you’ve just secured funding, then the chances are that’s your strongest angle so shout it out upfront.

The first paragraph covers the what, who, why, when and where – this is your elevator pitch if you have one. Tell them the problem you solve and why you are different to everyone else out there. Consider using data if you have some to back up your story.

Then comes the rest of the information. In theory the information should be less important as the release goes on. Put in quotes from your spokesperson and your investors if you can to add a bit of colour. Don’t forget to include important facts on your product like where people can buy it, what it costs, your url etc. And of course, the media needs to be able to contact you if they need more information, so make your contact details are in there too.

Once you’ve written it and you’re happy with it, get a couple of people to read it over to check for typos.

Happy writing and please don't forget to download your free press release template below.

Download your free press release template here.

Our mission

To bring well deserved business fame, sales leads and oxygen to ambitious small businesses.

How we're different

We're not a PR agency and we're not a course. We're here to show you how to get fast, free media exposure. We're like the IKEA of PR - a simple blueprint that you build yourself.

(Don't worry - if you get off track, our experts pop out of the box before you start swearing).

“Using I Do My Own PR was one of the best decisions we made.
We’ve been in the media 20 times since we started doing our own PR four months ago. The media now rings us to feature our products. Business is good.”

Julie Hill. Luxewalls