How to Write a Press Release That Journalists Actually Use (UAE and GCC Guide)
Short answer
A press release that gets picked up starts with real news (a launch, partnership, milestone, data or event), a clear factual headline, a first paragraph that answers who, what, when, where and why, supporting details in order of importance, one or two genuine quotes, a short company boilerplate and media contact. In the Gulf, sending both English and Arabic versions with good images improves pick-up. Send it to the right journalists, not a mass list.
Key takeaways
- ✓No news, no release: find the angle first.
- ✓Put the most important facts in the first paragraph.
- ✓Provide Arabic and English versions with images.
- ✓Pitch the right journalists personally.
Press release structure
| Part | What to write |
|---|---|
| Headline | Clear, factual, newsworthy |
| Dateline and lead | City, date, then who, what, when, where, why |
| Body | Details in order of importance |
| Quote | A real quote from a leader that adds insight |
| Boilerplate | Short company description |
| Media contact | Name, email, phone |
| Assets | High-resolution images, logo, links |
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Book a Growth AuditNewsworthy angles
- New product, service or market launch.
- Partnerships and investments.
- Original data or research.
- Events and awards.
- Hiring or expansion milestones.
Distribution tips
- Build a short list of relevant journalists and publications.
- Personalise a short pitch email.
- Send English and Arabic versions.
- Follow up once, politely.
- Publish the release on your own website for search and AI visibility.
PR works best with events and launches. See product launch events in Dubai and B2B content marketing. Husbar supports launches with PR, content and campaigns; book a Growth Audit.
A press release template
- Headline: the news in one clear sentence.
- Subheading: one line with the key detail or benefit.
- Dateline and opening paragraph: city, date, and who, what, when, where and why.
- Second paragraph: context and why it matters to readers.
- Quote: from a spokesperson, adding opinion or vision rather than repeating facts.
- Details: availability, pricing if relevant, dates and links.
- Boilerplate: a short paragraph about the company.
- Media contact: name, email and phone for press enquiries.
Mistakes to avoid
- Writing marketing copy instead of news.
- Burying the news in the third paragraph.
- Sending one release to hundreds of unrelated journalists.
- No images or poor-quality images.
- Missing contact details.
After you send it
Follow up briefly with a few relevant journalists, share the release on your website and LinkedIn, and track coverage. A press release is one part of a launch plan; see product launch events in Dubai and founder-led marketing on LinkedIn.
Build a simple media list
- List the publications your customers actually read, including trade media and Arabic outlets.
- Find the journalist or editor who covers your topic, not just the general news inbox.
- Note what they have written recently so your email can reference it.
- Keep the list updated after every announcement.
A short, personal email with the release pasted in the body (not only as an attachment) and two or three good images usually works better than a mass send.
How long should a press release be?+
Usually one page, around 300 to 500 words.
Should I send press releases in Arabic?+
In the GCC, providing Arabic and English versions improves pick-up.
Do press releases help SEO?+
Coverage and mentions on trusted sites can help visibility, including in AI search.
What makes a press release newsworthy?+
Something new, relevant and interesting to the publication's audience.
Can Husbar write our press release?+
Yes, as part of launch and content work.
Should I pay for press release distribution?+
Paid distribution can increase reach but rarely replaces personal outreach to relevant journalists. Use both if budget allows.
When is the best time to send a press release?+
Send it early in the working week and avoid major holidays and big news days.
Can a small business get press coverage?+
Yes, especially with a genuinely new angle, local relevance or useful data. Trade and local media are often more accessible than national outlets.
Sources
- Husbar launch and PR projects.
Team Husbar
Husbar Editorial
Team Husbar is the strategy, psychology and research team at Husbar, a psychology-led growth agency headquartered in Dubai. Together we have worked with 100+ brands over 10+ years.
Want this applied to your brand?
We will find the psychology behind your lost sales and show you what to fix first.
Book a Growth Audit
