How to Write a Press Release for UAE Media
A good press release gives a journalist everything needed to write a story in a few minutes. Newsrooms in the UAE receive many releases each day, so clarity and news value decide whether yours is used. Here is a structure that works, from a PR agency in Dubai that writes them every week.
Start with real news
A launch, an appointment, a partnership, an award, new data or an event is news. A general statement about how good your company is, is not. Ask yourself: why would a stranger care today?
The structure to follow
- Headline: one line, under 12 words if you can, with the news in it.
- Dateline and lead: start with the place and date, for example Dubai, UAE, then answer who, what, when, where and why in the first two sentences.
- Body: two or three short paragraphs with the key facts, numbers and context, most important first.
- Quote: one or two quotes from a named senior person, saying something a journalist can use, not praise.
- Boilerplate: three or four lines about the company at the end.
- Contact details: name, email and mobile of someone who will answer.
Tips that help in the UAE
- Prepare an Arabic version for Arabic-language media. Have it written or reviewed by a native speaker, not machine translated.
- Attach two or three high-resolution photos with captions, and a logo.
- Use plain language and avoid jargon and superlatives such as best, leading or revolutionary.
- Name the emirate and the people involved. Local detail makes a story relevant.
- Check facts, spellings and titles. One mistake can cost you the coverage.
Sending it to the right people
Send each release to journalists who cover your sector, with a short personal note, rather than to a long generic list. Follow up once by phone or message if the news is time sensitive. Keep the email short and put the release in the body as well as the attachment.
A quick checklist before you send
- Is the news in the headline and first paragraph?
- Is there a named quote?
- Are the photos, Arabic version and contact details attached?
- Has someone who did not write it read it?
A press release example, line by line
A strong release reads like a short news story. The headline states the news in one clear line, for example “Dubai logistics firm opens regional hub to serve Gulf e-commerce”. The first paragraph answers who, what, where, when and why. The second adds a quote from a named spokesperson that gives an opinion or a reason, not just a repeat of the facts. The following paragraphs add detail, figures and background, in order of importance, so an editor can cut from the bottom without losing the story.
The final section is a short “About” paragraph about the company and contact details for the person who can answer questions quickly. Add a link to a folder with high-resolution photos, logos and any supporting documents.
What editors in the UAE look for
- A real news angle, such as a launch, a partnership, a milestone, a senior appointment or new data.
- Relevance to their readers, whether local, regional or industry specific.
- A clear, factual tone, without exaggerated words such as “best” or “revolutionary” unless proven.
- A named person who can be quoted and interviewed.
- Good images that can be used straight away.
- Arabic and English versions when the story suits both audiences.
Common press release mistakes
- Writing a company brochure instead of a news story.
- Burying the main news in the third paragraph.
- Sending a long release with no photos or contact details.
- Using jargon and acronyms that readers do not know.
- Sending the same release to every journalist without checking what they cover.
- Following up too often, or not at all.
Frequently asked questions
How long should a press release be? Most releases work best at 300 to 500 words, with photos and extra material attached separately.
Should I write in Arabic as well? If your audience reads Arabic media, yes. Have the Arabic version prepared by a native writer, not translated by a tool.
When is the best time to send? Mornings on weekdays suit most news, but avoid clashing with major events. Holiday periods can reduce attention.
Will a press release guarantee coverage? No. Editors decide what to publish. A strong angle, good timing and a targeted list improve your chances.
Next steps
Before you write, list three facts that make your news different from last year’s news. If you cannot find any, wait until you have a stronger story. If you can, our PR team can write the release, prepare the Arabic version and distribute it to the right journalists.
Using the release beyond the media
Once a release is published, it can work harder for you. Share it on LinkedIn with a short comment from your spokesperson, add it to a news page on your website, send it to key customers and partners, and give your sales team a link to use in conversations. Coverage you earn is also useful social proof in proposals and presentations, so save links and screenshots with the date and outlet name.
Publishing the release on your own site, with clear headings and a short summary, also helps search engines and AI tools understand what you announced.
Need help?
If you do not have the time to write, pitch and follow up, our PR team can handle the whole process, from finding the angle to distribution and a coverage report. We also prepare Arabic versions with native writers, so your news reaches readers in both languages.
If you would rather have it written and distributed for you, see our press release and PR services, or get in touch.