In an age where social media algorithms change by the hour and content is constantly competing for attention, the humble press release might seem like a relic of the past. But don’t be fooled—when written and distributed well, a press release remains one of the most powerful tools in your PR and marketing toolkit.
At Shrewd PR, we know that a strong press release does more than simply announce news—it opens doors. Whether it’s gaining the attention of journalists, boosting your SEO, or feeding your digital channels with credible, keyword-rich content, a well-crafted press release builds authority and visibility across both traditional and online media.

​The Power of the 5 Ws
When it comes to writing a press release, simplicity is key—and that’s where the 5 Ws come in. This classic formula ensures your content is clear, purposeful and compelling. So, before you hit “send,” make sure your press release answers these five essential questions:

• Who is the story about?
  Introduce the key person, business or organisation at the heart of the announcement. Include credentials if needed—especially if you’re aiming to establish authority in your field.
• What is happening?
  Spell out the news or event. Are you launching a new service, hiring a new CEO, securing funding, or hosting a charity gala? Be specific and avoid jargon.
• Where is it happening?
  Give readers a sense of place. This is particularly important for local or regional media, where geographic relevance drives coverage.
• When is it happening?
  Include the timeline. Is this past, present or future news? Dates, times, and even deadlines (for campaigns or offers) help give your press release structure.
• Why is it important?
  This is the hook. Why should people care? Think about the wider impact, benefit or trend that connects your announcement to your audience or industry.

Press Releases in a Digital World
Press releases are no longer just for print newspapers and trade journals. Today, they play a vital role in digital marketing and media strategy. Here’s how:

• Boosting SEO
  Online coverage often links back to your website—particularly if your release is published on reputable digital platforms. Search engines love fresh, relevant content, and a press release packed with well-placed keywords can improve your ranking.
• Feeding Social Media & Email Campaigns
  Press releases can be repurposed into LinkedIn posts, Instagram carousels, Twitter threads, or newsletter snippets—maximising your message across multiple touchpoints.
• Enhancing Credibility
  Online news articles and features still carry weight. Being quoted or mentioned in a respected media outlet adds authority that advertising simply can’t buy.
• Content for Content’s Sake
  Press releases help you keep your website and blog active—great for visitors and Google alike. Think of them as foundational content you can build other campaigns around.

Final Thoughts
A press release is not just a piece of writing—it’s a strategic statement. Whether you're a start-up looking for traction or an established business with a big story to tell, don’t underestimate the value of this classic PR tool.
At Shrewd PR, we specialise in writing, pitching and distributing press releases that get noticed. So if you’ve got a story to tell, let’s make sure it’s heard—loud and clear.

Have you ever wondered how a story about a company or brand ends up in a newspaper, on the TV or in a magazine?  In most cases the starting point will have been a press or news release.   This will have been written  by the brand's PR team and then sent out to the media and it is the information in the release that will have caught the eye of the journalist and ultimately resulted in the story appearing in the media. 

For your press release to catch the journalist's eye it needs to be news worth, topical and above all it has to meet the So What test.   A good way of ensuring that your release meets these criteria is to ensure it has the 5 W's, Who, What, Why, Where and When, in the opening paragraph.  

1. Who - this is often the name of your company, brand, or a member of your team 
2. What - this tells the journalist what you're doing, so it could be a company anniversary, new product launch, brand new service, charity fundraiser. 
3. Why - this is the most important element and is your news hook.  So you might be a local company who has won a big new contract which means that you will be employing more staff.  Perhaps you are a local caterer who had all their events cancelled when the lock down happened and you've taken to making meals for key workers and NHS staff. 
4. When - it might be today, tomorrow or next month.  The "when" is likely to impact which publications and outlets you send your release to.  There's no point sending it to a magazine that has a two month lead time if you're event is taking place next week. 
5. Where - This is particularly important if you're trying to get regional / local news coverage.  It has to be in the local area for the publication you're targeting.   

Keep it short and sweet, your release shouldn't be more than one side of A4 and always ensure it has your contact details on it, after all you need to let the journalist know how to contact you if they want to run the story.  Finally make sure you have an image you can send with it, make sure it's print quality and relevant.   

If you have as story to tell and need help to do it then get in touch by calling us on 01234 823700 or email [email protected]