How to write a press release
A press release in South Africa should lead with a genuine news angle, a clear headline and a first paragraph that answers who, what, where, when and why, then support it with a quote, the facts and your contact details. Keep it to one page, write it like a journalist would, and send it to the right SA reporters with a personalised note.
South African journalists receive hundreds of pitches a week, and most go straight to trash. The difference between a press release that gets published and one that gets ignored is rarely the budget. It is the news angle, the structure and how relevant it is to that specific reporter and their readers.
TL;DR: Quick Answer
A press release in South Africa should be one page, lead with a strong headline and a first paragraph that answers who, what, where, when and why, then add a supporting paragraph, a human quote, the key facts, a short company boilerplate and clear contact details. Write it in plain, journalistic language, focus on a genuine news angle, and send it to specific, relevant SA journalists with a personalised note rather than a mass blast.
Key takeaways
- The first paragraph must answer who, what, where, when and why: assume the journalist reads nothing else
- A real news angle matters more than a polished design: ask whether a stranger would find it interesting
- Keep it to one page, written in the third person and in plain language
- Include a usable quote, a short boilerplate about your business and complete contact details
- Personalise every send: the right journalist with the wrong pitch still gets ignored
- Avoid hype words and marketing fluff: journalists trust facts, not adjectives
A press release is a short, factual news document you send to journalists to announce something genuinely newsworthy about your business. South African newsrooms are smaller and busier than ever, so a release that is clear, relevant and easy to use stands a far better chance of being published. Here is the structure that works, plus the angle and distribution rules that decide whether it gets read.
What is the structure of a press release?
A standard press release follows a fixed structure: headline, dateline, a lead paragraph answering the five Ws, supporting detail, a quote, a company boilerplate and contact information. Journalists are trained to expect this format, so following it makes your release instantly easier to use.
| Element | What it does |
|---|---|
| Headline | States the news in one clear line |
| Lead paragraph | Answers who, what, where, when and why |
| Body | Adds context, detail and supporting facts |
| Quote | A human voice from a named spokesperson |
| Boilerplate | A short, standard paragraph about your business |
| Contact | Name, phone and email for follow-up |
Write in the third person, keep paragraphs short, and put the most important information first. A journalist should be able to lift your first two paragraphs almost verbatim and have a usable story.
How do you write a press release headline?
Write the headline as a clear, factual statement of the news, the way a journalist would write it, not as a marketing slogan. If your headline reads like an advert, it signals that the content is promotional rather than newsworthy, and it goes in the bin.
Aim for around 8 to 12 words. Lead with the most newsworthy element: the launch, the milestone, the appointment, the finding. Avoid exclamation marks, superlatives and jargon. A good test is to read it aloud and ask whether it would look at home as an actual headline on News24 or in your local paper.
How do you find a strong news angle?
A strong news angle is something genuinely new, timely or surprising that connects to what the journalist's readers care about. The single most common reason South African releases get ignored is that the "news" is only interesting to the company sending it.
Reliable angles for SA businesses include: a new product or service that solves a current problem, a local milestone or expansion, original data or insights from your work, a response to topical news in your sector, a notable hire or partnership, or a community initiative. Before you write, ask honestly: would a stranger reading this care? If not, find a sharper angle.
The strongest South African press releases lead with a genuine, timely news angle relevant to the publication's readers, written in plain journalistic language and kept to a single page. Source: Juicy Designs, 2026.
Who do you send a press release to?
Send your release to the specific South African journalists who cover your topic, with a short personalised note, rather than blasting a generic list. Relevance is everything. A perfectly written release sent to the wrong reporter will not run.
Build a focused list of the publications, trade titles, radio shows and podcasts your customers consume, then identify the individual writers on the relevant beat. Email each one personally, referencing why this specific story suits their readers, with the release pasted in the body and key images available on request. Then follow up once, politely, a few days later.
What mistakes should you avoid in a press release?
The biggest mistakes are no real news, marketing hype, burying the lead, excessive length and impersonal mass distribution. Each one quietly kills your chances.
- No genuine news. A press release without a real angle is an advert in disguise, and journalists can tell instantly.
- Hype and fluff. Words like "revolutionary" and "leading" reduce credibility. Use facts.
- Burying the lead. If the news is in paragraph four, it will never be found.
- Too long. One page is the target. Brevity respects the journalist's time.
- Mass blasting. Generic, untargeted sends signal you have not done your homework.
If writing and distributing releases is not your strength, this is exactly the kind of work a focused PR programme handles. At Juicy Designs we develop the angle, write the release and pitch it to the right SA media, as part of a programme that has supported 64+ clients since 2015.
Frequently asked questions
How long should a press release be in South Africa?
One page is the target. Keep paragraphs short, write in the third person and put the most important information first, so a journalist can lift your first two paragraphs almost verbatim and have a usable story. Brevity respects the journalist's time.
What should the first paragraph of a press release include?
The lead paragraph must answer who, what, where, when and why. Assume the journalist reads nothing else, so the full story needs to be clear from that opening. Supporting detail, a quote, your boilerplate and contact details all follow beneath it.
How do you write a good press release headline?
Write it as a clear, factual statement of the news, roughly 8 to 12 words, the way a journalist would. Lead with the most newsworthy element and avoid exclamation marks, superlatives and jargon; if it reads like an advert, it gets binned.
Who should you send a press release to in South Africa?
Send it to the specific South African journalists who cover your topic, each with a short personalised note explaining why the story suits their readers. Paste the release into the email body, offer images on request, and follow up once, politely.
Why do most press releases get ignored by journalists?
Usually because there is no genuine news angle: the story is only interesting to the company sending it. Marketing hype, a buried lead, excessive length and impersonal mass distribution are the other common reasons a release goes straight to the bin.