Press releases remain one of the most useful ways to put company news in front of journalists. According to recent research, 68% of journalists named press releases their most useful resource for generating content ideas, while 74% said they wanted to receive press releases and news announcements from PR professionals.
But simply getting a press release into a journalist’s inbox doesn’t guarantee coverage. The announcement needs to be newsworthy, clearly written, and structured so journalists can quickly find the information they need. Here’s how to write a press release that checks those boxes.
What Is a Press Release?
A press release is a concise, formal announcement an organization provides to journalists and media outlets to share news with their broader audiences. Companies commonly issue press releases to announce:
- Product or service launches
- Acquisitions
- Major partnerships
- Leadership appointments
- Original research
- Awards
- Significant milestones and other newsworthy events
A press release is different from a media pitch. While releases present announcements and supporting facts in a standardized format, pitches convey personalized messages explaining why a specific news item is relevant to a particular journalist and their audience.
Before You Write: Is Your Announcement Newsworthy?
Before drafting a press release, consider the announcement from a journalist’s perspective. A useful news angle generally passes three basic tests:
- Timeliness: Is it happening now or in the near future?
- Relevance: Does it matter to the publication and its audience?
- Impact: Does it have meaningful consequences beyond your organization?
A new product, for example, isn’t automatically newsworthy simply because your company is excited about it. Identify what makes the announcement significant to people outside the organization. Once you can clearly answer the question “Why should this audience care?”, you have the foundation for an effective press release.
7 Steps to Writing a Press Release
Once you’ve identified a newsworthy angle, follow these seven steps to put your press release together.
1. Specify the Release Timing
Place FOR IMMEDIATE RELEASE at the top if journalists can publish the news right away. For embargoed news, clearly state the date and time when the information can become public. Whenever possible, agree to an embargo with journalists beforehand rather than assuming the label alone will be binding.
2. Write a Concise, Factual Headline
Tell readers what happened instead of teasing the story. Use specific, active language and avoid promotional terms like “revolutionary” or “game-changing.” Keep the headline under 100 characters when practical. Headlines between 51 and 75 characters received the highest average page views. An optional subheadline can provide important context that doesn’t fit naturally in the headline.
3. Put the Essential Information in the Lead
Begin with a dateline identifying the location and date, then answer the five Ws: who, what, when, where, and why. Keep the opening paragraph concise enough to stand on its own. Follow the inverted-pyramid structure, placing the most important facts first and secondary details later.
4. Build Out the Story with Facts and Context
Use the body to explain why the announcement matters. Add relevant figures, dates, background information, and links to supporting research or first-party resources when appropriate. Keep paragraphs short and the language factual. A press release should give journalists usable information, not read like an advertisement.
5. Add Useful Quotes
Include one or two quotes when they add perspective or explain the significance of the news. Avoid generic praise that simply restates the announcement. Attribute each quote with the speaker’s full name and role so journalists can readily identify the source.
6. Finish with the Boilerplate and Media Contact
Close with a brief boilerplate explaining what the organization does, followed by a named media contact and relevant contact information. Add notes to editors when journalists need supporting information that doesn’t belong in the release itself. Depending on your organization’s preferred formatting or press release outline, you may also want to add a traditional notation such as a centered ### or -30-, to clearly indicate the end of the release.
7. Add Supporting Visuals and Conduct a Final Review
Give journalists easy access to relevant photos, graphics, charts, or other publication-ready assets. Press releases with multimedia like high-resolution visuals with descriptive captions generate higher click-through rates and more journalist pickups. Include appropriate credits and links to high-resolution versions. Before sending your release, double-check names and titles, dates, statistics, links, contact information, spelling and grammar, and any permissions or credits associated with visual assets. When possible, have someone outside your organization review the release for clarity, professionalism, and errors you may have missed.
How to Distribute a Press Release
Publishing your press release is only the first step. Send it directly to journalists who cover your industry and whose audiences are likely to care about the announcement. Among surveyed journalists, 88% say they receive press releases directly by email from PR contacts.
You can also publish the release in your company newsroom and use a reputable distribution service when broader reach makes sense. Prioritize relevant outlets and journalists over sending the same release indiscriminately to a massive contact list.
FAQs
What Is the Standard Structure of a Press Release?
A standard press release includes a release-timing label, headline, dateline and lead, supporting body paragraphs, relevant quotes, company boilerplate, and media contact information. Optional elements include a subheadline, visual assets, notes to editors, and an end notation.
How Long Should a Press Release Be?
Aim for about 300–500 words. More complex announcements may need additional context, but focus on giving journalists the information they need without unnecessary detail.
How Do I Know If My News Is Newsworthy Enough for a Press Release?
Consider whether the announcement is timely, relevant to the intended audience, and genuinely impactful. If you can clearly explain why people outside your organization should care about the news, it may warrant a press release.
Where Should I Distribute My Press Release?
Send it directly to journalists who cover your industry and publish it in your company newsroom. You can also use a reputable press release distribution service when the announcement warrants broader reach.
Have News Worth Sharing?
A strong press release starts with news worth sharing and presents it in a format that makes a journalist’s job easier. If you have an announcement but need help turning it into a polished, media-ready release, Express Writers can help.
Put your news in the hands of experienced PR writers. Schedule a consultation to discuss how we can help create your next press release.
