Sharon Bolt: 10 Critical Press Release Writing Guidelines

Sending out press releases is a great way to build your business, highlight your brand and create positive relationships with your customers, which increases sales, for little or no cost.

Most business owners have heard of public relations, or PR but little understand or know how to make it work for them.

If you don’t know where to start in order to write a successful press release then help is on the way. Sharon Bolt, Publicity Expert and Founder of Get Free Publicity Today, has written 10 Critical Press Release Writing Tips to guide you:

1. Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release. The remaining part of your press release should include supporting facts and examples.

2. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. But even if it’s not used word for word, journalists may use it for other stories or to create their own story ideas. The more information and details you include, the less work the media has to do.

3. Think like the reader: Your press release should be able to keep the reader’s interest. Put yourself in the reader’s shoes. Would you want to read your press release?

4. Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it!

5. Support your story with real facts: Facts make your point stronger and tell the journalist you’ve already done much of the research for them. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons and never make anything up.

6. Include company information: The press release should conclude with a short description of your company, including where your company is based, what products and service it provides and a brief history. If you are creating a press release for more than one company, provide information for all the companies at the end of the release. Also include contact information, both phone number and e-mail, for each company’s spokesperson.

7. Be concise: Avoid using superfluous adjectives, extravagant language, or unnecessary clichés. Get to the point and tell your story as directly as possible.

8. Get permission: Companies can be defensive about their name and image. Get written permission before including information or quotes from officials or associates of other companies/organizations.

9. Avoid exclamation points: The use of exclamation points may hurt your credibility by creating unnecessary hype. However, if you have to use an exclamation point, use only one! Not several!!!

10. Avoid industry jargon: The harder your press release is to understand for journalists and laymen, the less likely it is to be picked up. A limited use of industry terminology is ok, if you’re trying to optimize the news release for internet search engines.
Many businesses and entrepreneurs have rocketed to stardom and turned into national sensations through the use of press releases. The good news is you don’t need to pay a PR company thousands of pounds a year you can do this yourself. To find out how to write press releases that create free exposure, enhance SEO and generate sales go to You’ll be able to download Sharon’s in depth report called, “How to Write an Attention Grabbing Press Release” for free.

Sharon Bolt

About the author

Sharon Bolt is a publicity expert and the founder of Get Free Publicity Today, a company that specializes in teaching business owners, entrepreneurs, government entities and non-profit organizations how to build a brand, increase visibility and generate sales through free publicity.

Sharon initially employed the services of a Public Relations company in 2006 to promote her dog training talents but she soon discovered that she got far better results by being her own publicist. Consequently she cancelled her agreement with the PR firm and now helps others to achieve a superior level of PR and marketing success.

Sharon has contributed to more than 40 different local and national newspapers, magazines, television and radio stations. She’s been interviewed on BBC Radio 2, The Independent, The Guardian, The Daily Mail, The Sunday People, The Sunday Post, The Metro, GMTV, BBC South Today, BBC South East and BBC Look North. She is also the co-author of 2 highly acclaimed books; ‘Successful Women in Business’ and ‘Every Entrepreneurs Guide: Running Your Own Business.’

Prior to the launch of her publicity enterprise, Sharon had a dog training business. She is known as one of the top canine behavioural experts in the world and was the expert featured in the BBC Documentary “Britain’s Most Embarrassing Pets.” Sharon still maintains her regular slot on BBC Radio Sussex and Surrey where she provides advice for the listeners’ dog dilemmas.

Sharon is the creator of many online publicity courses through which she explains, step by step, how business owners can get featured in the media time and time again, and revels in helping entrepreneurs realize their full potential.

Sharon was born in the UK, she has travelled extensively throughout the world and has lived in Australia and Germany. She now lives in Sussex, England, with her husband and two dogs.

For more information about Sharon and her courses go to

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