A press release writing service turns your news into a clear, well-structured release that journalists can pick up and use. The best ones do more than write. They shape the angle so there is a genuine story, write it the way the press expect to receive it, and then get it in front of the right journalists. Kitten & Shark does all three, so your news is written and placed, not just written and left to sit in an inbox.
We are a boutique PR agency, so a press release is never a form-filling exercise for us.
Press release writing sits within our wider online PR services and works hand in hand with our media relations, so the writing and the placing are handled by the same team.
A professional press release writing service should take the pressure off you and give journalists something they actually want to run. With us, that means:
To find the real story in your news, not just the facts you started with.
In the format the press expect, with a strong headline and a clear angle.
Drafted with you and ready to approve.
To the journalists and titles most likely to be interested.
Rather than a mass send and hope.
Writing and distribution are two halves of one job. A beautifully written release that no one sends goes nowhere, and a well-targeted send of a weak release wastes a good contact.
A good press release is built to be easy for a busy journalist to use. The structure is well established, and following it is part of the craft:
| Element | What it does |
|---|---|
| Headline | States the news clearly, the way a journalist might write it |
| Opening paragraph | Answers who, what, where, when and why in the first few lines |
| Body | Adds detail in order of importance, so it still works if it is cut |
| Quote | A human, quotable line from you, not corporate filler |
| Notes to editors | Boilerplate about your brand, plus practical facts and links |
| Contact and images | A named contact and high-quality images ready to use |
The order matters. Journalists work top down and often cut from the bottom, so the news goes first and the background last. This is the inverted pyramid, and it is why a release that buries its story three paragraphs in tends to be ignored.
Getting a release written is the easy part. Getting it used is where a real PR agency earns its keep.
In Cision's 2025 State of the Media Report, 72% of journalists still cite press releases as the most useful resource PR teams can offer, and the report notes that impact increases when a release comes with strong images.
In other words, the format still works, but only when it reaches the right person with the right assets. That is why we pair every release with targeted media relations and, where it helps your search visibility, with digital PR through our wider network.
A press release earns its place when you have genuine news. A few examples we handle often:
A one-off press release is usually a fixed project fee, which depends on how much shaping the story needs and whether you want distribution and follow-up as well as writing. Brands with regular news often fold press releases into a monthly retainer instead, which works out more cost-effective over a year. Rather than quote a flat rate, we prefer to understand your news and what you want it to achieve first, then suggest what fits. A short conversation is the quickest way to get a realistic sense of cost.
Kitten & Shark is a boutique PR consultancy whose senior consultants write and place your releases themselves. Founder Clemmie Mason-Pearson has more than 17 years of experience in lifestyle and hospitality PR, with long-standing relationships with the editors and journalists who decide what runs. Because the team is small, everyone knows every account, so your news always has a senior contact who knows the story.
We write press releases for boutique and independent hotels, four and five-star properties, premium hospitality names, restaurants, wellness spaces and distinctive travel brands, as part of our wider hospitality PR work.
Here is what a boutique, senior-led model gives you:
A press release writing service takes your news and turns it into a clear, well-structured release that journalists can use. A good one also shapes the angle so there is a real story and, like ours, handles distribution to the right journalists, so the release is written and placed rather than just written.
A one-off release is usually a fixed project fee, which depends on how much shaping the story needs and whether you want distribution and follow-up as well as writing. Brands with regular news often include press releases in a monthly retainer instead. We suggest what fits once we understand your news rather than quoting a flat rate.
A good press release leads with the news, answers who, what, where, when and why in the opening lines, and adds detail in order of importance so it still works if it is cut. It includes a human, quotable line, a short boilerplate about your brand, a named contact and good images. Following that structure is what makes it easy for a journalist to use.
Yes. Writing and distribution are two halves of one job, so we can do both. We target the journalists and titles most likely to be interested, send the release with strong images, and follow up with key contacts, rather than a mass send and hope. You can also take a written release from us and distribute it yourself if you prefer.
Most press releases are best kept to around one page, or roughly 300 to 500 words, plus a short notes to editors section. Long enough to tell the story and give the key facts, short enough that a busy journalist can take it in quickly. If there is more to say, that usually belongs in the supporting material rather than the release itself.
No one can guarantee coverage, and you should be wary of anyone who does. What a well-written, well-targeted release does is give your news the best possible chance of being picked up. Genuine news, the right angle, strong images and the right journalists all increase the odds, which is exactly what we focus on.
There are free and paid distribution wires, but a release landing on a wire is not the same as a journalist choosing to write about you. Wires can help with reach and some online pickup, while real coverage usually comes from a targeted approach to journalists who trust the sender. We focus on the second, and can advise on wires where they genuinely add value.
Genuine news works best: an opening, a refurbishment, a senior hire, a new menu or product, an award, a partnership or a real milestone. If the news would interest a reader who does not already know your brand, it is usually worth a release. If it would not, we will say so and suggest a better route rather than send something the press will ignore.
Reputable industry and media sources are used to inform the figures and context on this page.