How to write a press release: updated for 2026 (UK). A UK press release follows this structure: headline under 70 characters, dateline (city, date), 30-50 word lede answering who/what/when/where/why, a 2-4 paragraph body with hard numbers, a named spokesperson quote, boilerplate and media contact. Keep it 300-500 words on one page.
The 7 required elements in 2026
- Headline (50-70 chars, news-led, not brand-led).
- Sub-headline (120-160 chars with specific number or angle).
- Dateline: LONDON, 17 April 2026.
- Lede: one sentence answering 5 Ws.
- Body: 2-4 paragraphs with hard numbers, no adjectives like innovative, disruptive.
- Quote: one named spokesperson quote that sounds real.
- Boilerplate and contact.
What UK editors delete instantly
- Releases starting with company name instead of news.
- Adjective-heavy marketing language.
- No hard numbers.
- PDFs instead of in-body text.
- Embargoes without a reason.
How to write a press release: a worked structure
Below is a simple outline you can follow for most UK business announcements:
- Headline: what happened, in plain words.
- Opening sentence: who did what, where, when and why it matters.
- Second paragraph: the key facts and numbers.
- Third paragraph: context, such as the market, customer need or trend.
- Quote: a genuine opinion from a named person explaining the significance.
- Final paragraph: availability, prices, dates or next steps.
- Notes to editors: company background, links to images and a named media contact.
Writing tips that help journalists
- Write in the third person and keep sentences short.
- Use British spelling and UK date formats for UK media.
- Check every figure and name before sending.
- Put the full text in the body of the email, with a link to images.
- Read it aloud; if it sounds like an advert, rewrite it.
After you write a press release
Send it to a carefully chosen list with a short personal note, publish it on your website’s news page and share it on your own channels. Our guide on the best time to send a press release covers timing, and what is a press release explains when one is the right tool.
FAQs
How long should a UK press release be?
Usually one page. If you need more space, put supporting detail in the notes to editors.
Can I include claims about being the best or first?
Only if you can prove them. Unsupported claims damage credibility, and marketing claims are covered by the UK advertising codes.
Related
- What does a PR agency do?
- How much does PR cost in the UK?
- How to hire a PR agency
- PR agency vs in-house
- PR Agency London
