UK journalists receive dozens of press releases daily. Most get deleted within seconds. The releases that get read -- and covered -- share a common structure: they tell the journalist immediately what happened, why it matters, and where to find what they need. This is not about clever writing. It is about making the journalist's job easy.
The anatomy of a release that works
Headline: say what happened
The headline should be a news headline, not a marketing tagline. A journalist scanning 50 emails in their inbox needs to understand the story from the subject line alone.
Bad: "Acme Insurance Announces Exciting New Partnership to Deliver Next-Generation Customer Experiences"
Good: "Acme Insurance partners with NHS to offer free mental health support for 2m policyholders"
The good headline contains: who (Acme Insurance), what (partnership with NHS), and the concrete impact (free mental health support for 2m people). A Guardian or BBC journalist can immediately assess whether this is relevant to their beat.
Rule of thumb: If the headline works as a tweet, it works as a headline.
First paragraph: the whole story in 40 words
The first paragraph must answer: who, what, when, where, and why it matters. If a journalist reads nothing else, they should have enough to write a news-in-brief.
Acme Insurance today launched a partnership with NHS England to provide free mental health support to its 2 million UK policyholders, making it the first UK insurer to offer NHS-integrated wellbeing services as part of standard cover.
That is 38 words. It contains the story, the scale (2m policyholders), and the news angle (first UK insurer to do this). A PA Media or BBC journalist can file a wire story from this paragraph alone.
Second paragraph: the proof point
Back up the headline claim with a number, a fact, or a credible third-party validation. Journalists need evidence, not assertions.
Types of proof points that work:
- Data: "Claims related to mental health increased 34% across the UK insurance sector in 2025, according to ABI figures."
- Customer impact: "The service will be available to all policyholders from 1 April 2026, with no additional premium or referral required."
- Third-party validation: "The programme has been developed in consultation with Mind and the Royal College of Psychiatrists."
What does not count as a proof point: Your CEO saying the company is "committed to innovation." That is a claim, not evidence.
Quote: one that adds meaning, not marketing
Include one or two quotes maximum. The best quotes add context or perspective that the journalist cannot get from the facts alone.
Bad quote: "We are thrilled to announce this partnership, which demonstrates our commitment to putting customers first and leading the industry in innovation." (This says nothing. Journalists will not use it.)
Good quote: "One in four of our policyholders told us they had struggled to access mental health support through the NHS. This partnership means they can get help within 48 hours, not 18 weeks." -- [CEO name], CEO, Acme Insurance
The good quote contains a specific stat (one in four), a specific problem (18-week NHS waits), and a specific solution (48 hours). A Times or Guardian health correspondent would use this quote because it adds something the facts paragraph did not.
Body paragraphs: background and context (keep it short)
Two to three short paragraphs covering:
- How it works (logistics, timeline, availability)
- Broader context (sector trend, regulatory context, market position)
- Any supporting data or research
Stay under 500 words for the entire release. Longer releases do not get read more carefully; they get read less. If background detail is needed, link to a separate briefing document.
Notes to editors
A mandatory section at the bottom:
- About [Company]: Two sentences maximum. What you do, how big you are, where you operate.
- Media contact: Name, direct phone number, direct email. Not a generic [email protected] address. Journalists on deadline need a human who picks up the phone.
- Assets: Link to a downloadable press kit with high-resolution images, executive headshots, and any supporting documents. Host on your newsroom page, not behind a login wall.
- Embargo details: If embargoed, state the date, time, and timezone clearly. "Embargoed until 00:01 GMT, Tuesday 15 April 2026."
Distribution: targeted, not broadcast
The single biggest waste in press release distribution is sending the same release to 500 journalists. A mental health insurance story goes to: health correspondents, insurance/financial services correspondents, personal finance editors, and consumer affairs reporters. That is 30-50 people at most across UK nationals, trade press, and relevant broadcast producers.
Distribution channels:
- Direct email. Still the primary channel for UK media relations. Personalise the subject line where possible. "For [journalist name] -- story on NHS mental health access" outperforms a generic blast.
- Wire services. PA Media (formerly Press Association) and BusinessWire/PR Newswire for broad distribution. Use for regulatory announcements (RNS for listed companies) or when you need guaranteed pickup by news aggregators. Wire distribution costs GBP 300-800 per release.
- Cision or Meltwater distribution. Both offer distribution tools integrated with their monitoring platforms. Useful for targeting by beat and outlet, but check that your media list is current.
- Newswire for trade press. Sector-specific services (e.g., ResponseSource) connect you with journalists who have opted in to receive releases by topic. Higher relevance, lower volume.
Do not do this: Send the release to every journalist in your Cision database. A blanket blast to 2,000 contacts will generate complaints, unsubscribes, and a reputation for irrelevance that damages future pitching.
Timing
- Embargo lifts: 00:01 for national newspaper exclusives (gives print editions the story). 07:00-09:00 for broadcast pickup (aligns with Today programme and BBC Breakfast).
- Non-embargoed releases: Tuesday through Thursday, 07:00-10:00 GMT. Mondays are crowded with weekend-holdover stories. Fridays are dead for coverage unless the story is genuinely urgent.
- Avoid: Bank holidays, Budget day, general election announcements, major sporting events. Your release will be buried.
Follow-up: one contact, one reason
Follow up once, maximum, and only if you have a reason. "I'm just checking you received the release" is not a reason. "I wanted to let you know the CEO is available for a 15-minute interview between 14:00-16:00 today" is a reason.
Follow up by the same channel the journalist prefers. Most UK journalists accept email follow-ups; many actively dislike phone calls. Check journalist preferences in your media database (Cision, Roxhill, or Muck Rack) before calling.
Common mistake: the release that buries the news
A UK tech company issued a 900-word release about a "strategic platform update" where the actual news -- a partnership with a FTSE 100 retailer -- was mentioned in paragraph five. The headline focused on the company's "vision for digital transformation." No national outlet covered it. When the PR team asked a Telegraph tech correspondent why, the response was: "I read the headline and first paragraph and it sounded like a product update. I didn't get to paragraph five."
The partnership was genuine news. The headline killed the coverage. Put the news first. Always.