how to write a press release for music

How to Write a Press Release for Your Music Release

Press releases are a critical part of online marketing. Businesses use them, individuals use them, and big enterprises use them.

One use of press releases that people commonly overlook, however, is music.

In the music business, press releases are a standard tool to showcase new artists, albums, or partnerships. Unfortunately, most musicians and people in the music industry do not know how to write a press release for music. Luckily, it’s not nearly as hard as it sounds.

To learn how to write a press release for music, read on.

how to write a press release for music

How To Write a Press Release for a Music Release: 6 Critical Points

Learning how to write a press release for music is simple. Just follow these six steps:

1. Know when to use a press release.

The first step in learning how to write a press release for music is simply knowing when to use a press release. You can write a press release anytime you would like to notify the media about something that is happening. Common uses for press releases include album launches, new gigs, label signings, or upcoming tours. Remember that the purpose of a press release is to publicize something that is newsworthy, and while there is some free rein to that definition, it’s still smart to use them sparingly.

Your personal use of press releases will depend in large part on your media contacts, the types of content you typically produce, and your level of recognition within your community. Anytime you want to use a press release, be sure to do a bit of research to find out what the media outlets you are targeting cover and how commonly they pick up press releases. This will help to make each press release you publish more lucrative and compelling.

2. Include relevant details.

Press releases are not a place to focus on branding. Instead, they’re a place to offer the bare-bones details of your newsworthy topic for journalists. With this in mind, be sure to include all of the relevant details in your press release.

For example, if you are writing a press release to bring publicity to an upcoming tour, you will want to include the start dates of the tour, some of the main cities visited, any tour mates, and any major sponsors or bands.

When writing a press release, it’s important to be as succinct as possible without robbing journalists of the details they need to interpret your press release or reach out for further details.

3. Develop a compelling title.

No matter what type of writing you’re doing, a compelling title is the one thing that stays the same across all fields. If you’re learning how to write a press release for music, one big thing to focus on is the title. The title of your press release should provide an immediate value proposition to reporters.

In other words, they should know exactly what they will get from reading your press release, and what topics the press release covers. Focus on being straightforward and detailed in your title and your press release will stand a better chance of being noticed by the media outlets you’re targeting.

4. Proofread your press release.

If you’re not going to proofread your press release, don’t bother writing it. There is nothing worse than a press release riddled with grammatical and spelling mistakes and then pushed out to the media. In addition to being embarrassing, this is an excellent way to harm your reputation.

With that in mind, always be sure to proofread your press release before you publish it. If you’re not confident in your proofreading abilities, hire a professional editor, or use an advanced spell and grammar checker like Grammarly to help you fine-tune your press release.

5. Keep it simple.

Depending on your place in the music industry, you might be tempted to dress your press release up with elaborate colors fonts or images.


A press release is a professional type of content, and attempting to doctor it with glitzy elements will only detract from its authority. Keep your press release simple, straightforward, and visually appealing.

6. Avoid self-promotion.

It may sound funny to advise avoiding self-promotion in a document that is meant solely to promote an event or happening, but the tone of your press release is critical to its success.

While it’s fine for a press release for music to showcase an upcoming event or release, you’ll want to avoid being self-promotional. The reason for this is, again, that a press release is a professional document.

Think for a moment about what a journalist does. Their job is not to sell the public on a band or event. Instead, it’s to educate the public about the things that are happening around them.

Take pains to make your press release educational rather than promotional. In doing so, you will increase the chances that it will be picked up by a journalist, and decrease the likelihood that it will alienate readers.

The Do’s and Don’ts of Writing a Great Press Release

To turn out quality work, follow this list of do’s and don’ts:


  • Be short, precise, and to the point
  • Format your press release with plenty of white space and no flashy graphics
  • Outline the details, such as exact dates and times and other parties involved
  • Reach out to local news and media outlets with your press release
  • Proofread it before you publish it


  • Write in a self-promotional tone
  • Get carried away with images, fonts, and colors
  • Rush through the writing of your press release
  • Slack on the headline
  • Publish a press release even when you don’t have anything newsworthy to share

A Note on Distribution

Here at Express Writers, we get asked all the time if we offer distribution services in conjunction with our press release writing services.

Unfortunately, PR syndication is dead, and you’re better off making use of localized distribution in your local media.

That said, skip the PR syndication and approach local journalists and news stations about your press release. You’ll get a better ROI, and you’ll get to skip syndication, which is one of the most ineffective channels out there.

How to Write a Press Release for Music

If you’ve never written a press release for music, don’t worry. The process, while slightly different than writing a standard press release, is very similar.

By learning to master things like headlines and press release formatting, you can ensure that each press release you publish benefits your band, release, or upcoming event.

Are you looking for skilled writers to help you craft press releases for music? We’re your team! Check out our press release services in the Content Shop.

how to write a press release for a business

How to Write a Press Release for a Business

If you run a business, press releases are a critical way to spread the word about your happenings and events.

Unfortunately, many people don’t know how to write press releases, and they wind up missing out on important media opportunities as a result.

In this article, we’re here to help you learn how to write a press release for a business, and what you need to expect in the process. Read on.

Press releases are a critical way to spread the word about your happenings and events. Know how you can create one that catches everyone's attention with these 10 #pressreleasewriting tips Click To Tweet

how to write a press release for a business

10 Tips to Help You Learn How to Write a Press Release for a Business

1. Understand the format of a press release

To write a great press release, you need to master the structure. Format keeps a press release organized, and helps ensure that it touches on all the needed points.

As a general rule, the opening of your press release should answer what Business Insider calls the “five W questions.” Here they are:

1. Who

2. What

3. Where

4. When

5. Why

When you answer these questions, you help place your audience and let them know what they can expect from your press release.

As a general rule, the opening of your press release should answer who, what, where, when, and why. - @JuliaEMcCoy on #pressreleasewriting Click To Tweet

2. Keep your press release short

Press releases aren’t the place to mimic the novel. To keep yours interesting and useful, keep it short. The press release should cover the essential details of your announcement, but they shouldn’t go over the top with information.

Bear in mind that the primary purpose of a press release is to make a statement about something and that the media can contact you if they want to learn more. That said, resist the urge to get overly wordy in your press releases. You readers will thank you.

3. Write in a professional tone

A press release is a professional document, and it’s important that your voice reflects this. To get the most traction possible from your press release, write it in a very professional tone.

Again, a press release is meant for your colleagues and reporters, and it’s important that the material and tone you include in it reflect that level of professionalism and intelligence. Anything less will result in lost readers.

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4. Write it for the media

While most marketing copy is written for your clientele or audience, press releases should consider the media, first. Think about the document the way a reporter would: where is the hook? What is interesting about the story? Where are the “must-have” facts?

By making these things as pronounced as possible, you can ensure that your press release does what it’s supposed to do – appeal to reporters and journalists. When you consider a journalist’s outlook on the piece, you can write it more efficiently and help it cater to its needed audience.

5. Make it readable on all devices and platforms.

Today, people view press releases on desktop computers, phones, tablets, and more. With that in mind, be sure that your press release is readable on all devices. This means the text should be large enough to read on a small screen, buttons should be clickable, contact information should be simple to find, and the press release should be easily shareable and downloadable for your viewers.

6. Optimize for SEO

Yes, even press releases need to be optimized for SEO. While they’re meant to be picked up by the media, they’re also intended to appear in search engines and, when they do, they can be a fantastic form of advertising for your company. That said, optimize your press releases for your target keywords, target visuals, and keywords that are relevant to your business or niche. This will make the press release easier to discover and can broaden its reach with your audiences.

7. Cut the fat

A press release isn’t for “fluff,” either in content or tone. Your press release will automatically become less compelling if it features repetition, unneeded words and phrases, or a joking tone that misses the mark. With this in mind, trim the fat and ensure that the material included in your press release actually needs to be there.

8. Time your press release correctly

A press release is only as good as its timing, and timing your release correctly can make the difference in its performance.

According to Business Insider, the time that you send your release depends in large part on the channels through which you’re sending it. If you’re sending it via email, for example, you’ll want to aim for a time between 2-3 pm, since people are typically at their desks then.

If you know that there is a day and time that performs best for your audience, consider pushing your press release out at that point, since it’s likely to get more traction if you publish it at a high-volume moment.

9. Use quotes

Quotes are a powerful tool in the world of press releases. In addition to helping draw out important points, well-placed quotes also showcase your voice and help establish you as an authority. Don’t be afraid to sprinkle some original quotes throughout your press release. The media will have a chance to pick them up, and they won’t have to work hard to do so since you made it easy for them.

To make sure that they can find more or take a further interview from you, include your contact information within the press release, where journalists can easily find it.

10. Find a distribution partner

Once you’ve written and organized your press release, it’s time to consider distribution. Today, though, that’s tougher than it used to be. PR syndication is dead and the key to getting your press release found today is a localized distribution in local media. Here at Express Writers, we don’t offer press release distribution because the benefits for a typical “syndication network” don’t outweigh the costs.

That said, localized distribution in your local media system can help make your press release distribution more effective and enjoyable than before.

PR syndication is dead and the key to getting your press release found today is a localized distribution in local media. - @JuliaEMcCoy on #pressreleasewriting Click To Tweet

Learn How to Write a Press Release for Business Right Now

Learning how to write a press release for business is an ongoing process, and these ten tips can help you manage it, step-by-step. Whether you’re unleashing a new product or announcing a new partnership, knowing how to write a press release for business is a critical skill that can take you far in the world of online business.

Not sure you can tackle running your business AND writing the press release for it? That’s why we’re here! We have a 100% acceptance rate with talented team journalists on staff to write your PRs. Check out our press release services.

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how to write a press release for a nonprofit

How to Write a Press Release for a Nonprofit

While they are typically considered the domain of companies and individuals, press releases can be extremely helpful for nonprofit organizations.

By spreading the word about community services, charity events, and more, a press release can serve to boost attention and increase attendance for a charitable event.

If you’ve ever wondered how to write a press release for a nonprofit, here’s your complete guide!

how to write a press release for a nonprofit

How to Write a Press Release for a Nonprofit: 5 Key Components of a Successful PR

Knowing how to write a press release for a nonprofit, and being successful at it in getting the word out and publicizing your organization or event successfully, stems around five key components.

Since a press release is a very professional document, there’s not much wiggle room in the formatting standards. Journalists and other organizations expect to see a particular layout, and it’s in your best interest to abide by this. With that in mind, here’s a brief breakdown of how your nonprofit press release should be formatted:

1. The headline

The headline is the first and most visible portion of your press release. It should be centered across the top of your company’s letterhead and should contain information including the city of origin for your press release, the state of origin, and the date of publication.

The next piece of the headline should be a two-sentence paragraph that offers a brief overview of the press release content, and why it matters to readers. It should be exciting and intriguing to the audience.

2. The intro

The intro is a few-sentence paragraph that offers relevant background information regarding your nonprofit’s program or event.

It should be written to a general audience and should be as succinct and targeted as possible. This is not the place to go into the “why” or “how” of the event. Instead, it’s just the place to offer some background information surrounding the event and your nonprofit.

3. The body of the press release

The body of the press release should be 2-3 paragraphs in which you explain the purpose of your nonprofit’s events and compel your readers to want to learn more about it. Here is where you provide relevant details regarding the time, place, name, and sponsors of the event. Again, write this section of the press release to a general audience and give your readers a reason to get excited.

4. Boilerplate information

Boilerplate information is an official bio that offers detail about your nonprofit. It’s a common practice in press releases for nonprofits and is the content that a journalist will likely pick up to introduce your organization to readers should he or she decide to publicize your press release. The boilerplate should be a paragraph long and should offer some brief background and relevant information about your nonprofit organization.

5. Contact information

The final component of the press release is your contact information. This allows journalists and other interested parties to contact your organization for details, and is a critical part of the media release. For best results, include your current phone number, website URL, and mailing address. You may also choose to include links to two or three relevant social media profiles.

6 Things to do When Writing a Press Release for a Nonprofit

While 50% of writing a nonprofit press release is nailing the formatting, another 50% is making it interesting and compelling for readers. Here are six things you need to do every time you create a press release for your organization:

1. Hook the reader in the first sentence.

While a “hook” is commonly written off as the stuff of novels, it’s critical in a press release, as well. To grab the reader and keep him or her there, you’re going to need to provide a reason for them to stay. This is where your hook comes in.

For best results, make your first 1-3 sentences catchy and compelling, and arranged so that they inspire curiosity in your audience. This will enhance the likelihood of your readers staying with you all the way to the end.

2. Structure your press release like an inverted triangle.

An inverted triangle is widest at the top, and narrowest at the bottom and your press release should follow suit. Keep people interested by top-loading the body of your press release with the most relevant information, and narrowing down to the least valuable information as you conclude the body paragraph. This will ensure readers don’t miss your most critical points and will help people stay attached to your press releases.

3. Tell the story of your nonprofit.

It’s easy to get dry and dull when you start talking about your nonprofit. Instead, seek to tell a story that keeps readers interested. For best results, start with the “why” of your nonprofit – why it does what it does and where that mission came from – then branch out to the how and the where. This will help people make an emotional connection with your organization and will increase the likelihood that the media will pick up your press release.

4. Stay brief and focused.

A press release is not a place to ramble on and on, and you’ll lose your readers if you do. For best results, keep your press release focused and succinct. This will help readers stay on-topic and will allow the most important components of your press release to shine, instead of being bogged down by unnecessary information.

5. Keep it realistic.

A press release is a document designed to be picked up by the media, so it’s critical that everything in it be news-worthy. This means that exaggerating and using hyperbole are both strictly prohibited. In addition to harming your organization’s credibility, this will just reflect poorly on the writer if the press release does get picked up by the media.

6. Optimize for SEO.

Optimizing a press release for SEO will improve its chances of succeeding. With this in mind, add relevant keywords and target phrases throughout the body content of your press release. It will help your press release rank more efficiently and increase its likelihood that the document will appear in the search results.

The Dos and Don’ts of Writing a Press Release for a Nonprofit

To make your press releases as successful as possible, follow these dos and don’ts:


  • Write your press release to a general audience
  • Give readers a reason to get excited about your press release
  • Provide some background information about your organization
  • Give readers the specifics (where, when, why, and how) of your event
  • Be targeted and precise in your language
  • Top-load the body content of your press release with the most important details
  • Be realistic with your language
  • Use storytelling language to draw readers into the story of your nonprofit 
  • Optimize your press release for SEO


  • Ramble through your press release – only offer what is relevant to your readers
  • Forget to include the current contact information for your organization
  • Target PR syndication for your press release. This is an ineffective method of distribution (which is why the team at Express Writers doesn’t do it anymore), and you’ll be much better off reaching out to local news agencies instead.
  • Forget to put the most relevant details in the top of the press release

A Better Press Release, Made Simple

If you’ve always wanted to learn how to write a press release for a nonprofit, now is your chance. From publicizing an upcoming event to showcasing the unique offerings of your organization, press releases provide many benefits for nonprofit organizations. By becoming familiar with the standard format, layout, and content of a nonprofit press release, you can write compelling and exciting press releases that help further the mission of your organization.

Not sure you can nail all of these (many) aspects of writing a great press release? Let our PR writing pros help!

writing a press release for a fashion brand

How to Write a Press Release for a Fashion Brand

It’s finally here: the big launch of your new line. You’ve spent countless hours working on it, and the time has arrived to share it with the world. You couldn’t be more excited. To showcase all of your hard work, you decide to learn how to write a press release for a fashion brand. The only problem is that you’ve never done it before.

Fortunately, this next step isn’t nearly as tough as it might sound.

Today, we’re going to walk you through the process of how to write a press release for a fashion brand, in hopes that these simple tips will have you on your way and writing your own press releases before you know it.

Read on!

how to write a press release for a fashion brand

Why Learn How to Write a Press Release for a Fashion Brand?

When you’ve poured thousands of hours into a new line, just hoping someone will notice its release isn’t enough.

Instead, you’ve got to make a concerted effort to spread the word, and a professional press release is one of the best ways to ensure that your big launch finds its way into the mailbox of big-time fashion editors.

While learning how to write a press release may seem hard, it’s a worthwhile expenditure to ensure that your big launch goes off without a hitch.

How to Write a Press Release for a Fashion Brand: 5 Actionable Tips

A press release for a fashion brand is different than one for an album launch or a new product. To ace your press release, follow these top tips:

1. Be as specific as possible.

When it comes to your press release, specificity is your best friend. You need to tell people exactly what is exciting about your fashion launch, and why they should sit up and pay attention. Bear in mind that, within your press release, you’re speaking to content editors, PR executives, and editorial assistants at various outlets and each wants to know why, exactly, picking up your press release is a good idea. The more specific you get, the more you can help convince them.

With this in mind, be sure to answer the where, when, how, why, and who questions about your new launch. Provide some detail about the inspiration for the line and how it came to be. Tell your readers where they can find it and where it will first debut.

In addition to giving people something to get excited about, this level of specificity also makes it easier for journalists and other content specialists to pick out the relevant portions of your press release and share them with the public.

2. Provide clear and actionable details.

For your press release to succeed, it needs to be clear and actionable at every step of the process. This means that you’ll need to answer exact questions regarding where your launch will happen and why it matters to people.

You should also consider adding an image to your press release to underscore your point further and make it more exciting for people to interact with. Because fashion is a highly visual industry, an image in your press release can help grab a reader’s attention and keep it throughout.

3. Provide all the needed information throughout your press release.

If your press release is going to be useful for journalists, it needs to provide as many specifics as possible so that they don’t have to dig for additional information. In the realm of fashion, this detail-rich structure should include a discussion of who the brand is that’s launching the product, the season the line is designed for, when the launch will happen, and where.

Only once you’ve done all of this should you dive into your “why.” In any press release, you want to top-load the document with critical information, so it’s easier for journalists to access. This helps them pull out the most relevant information and get on with reading, rather than having to wade through lots of unnecessary information to locate your key points.

In addition to making it easier on journalists, top-loading your press release with relevant information can help make it more useful for readers from all walks of life, since readers who can’t find what they’re looking for (such as the venue your launch will appear at, for example) are likely to leave.

4. Include boilerplate content.

Boilerplate content is essentially a standardized breakdown of who you are, what you do, and where people can reach you. It’s meant for editors and journalists and can serve to streamline a reporter’s job massively.

To show that you’re thinking of the journalists reading your press release, include a boilerplate piece at the end of the press release that includes a short bit of background information on your brand, your contact information, a phone number, and an email address. This will make it easier for interested parties to communicate with you, and can also be used in future media to feature your brand and company.

5. Make it visual.

Visually exciting press releases perform best, especially in the fashion industry. With this in mind, include the best image at the top of your press release and lay out the press release in a way that will allow it to be easily digested by journalists and other content specialists. Not only will this make your press release more exciting to view, but it will also reflect positively on your brand.

The Dos and Don’ts of Writing a Press Release for a Fashion Brand

Write the best press release of your life by following these do’s and don’ts:


  • Speak directly to your target audience
  • Be specific
  • Include relevant visuals to make your document more interesting
  • Distribute your press release through local news agencies and media outlets. PR syndication is dead and this is the most effective way to get your press release out there today.


  • Go overboard with graphics, fonts, and colors
  • Forget to include relevant contact information
  • Stuff the bottom of your press release full of the most essential details

Fashion Press Releases Made Simple

While learning to write a press release for a fashion brand might seem tough, following this simple guide can help you nail it, starting now. When you write a succinct, interesting, and compelling press release, you’ll be rewarded with increased attention for your fashion launch and a place in the minds of target fashion editors everywhere.

Need professional help on your fashion press release? Our proven team can help!

how to write a press release for an art show

How to Write a Press Release for an Art Show

If you’re curious about how to write a press release for an art show, you’re not alone. While press releases are a common form of content used to announce things like new products, new company mergers, new hires, and more, many people don’t know how to write them. In fact, learning how to write a press release for an art show can seem especially daunting.

Fortunately, the process is not nearly as complicated as it sounds, and it’s easy to master in just a few simple steps. PR is the perfect channel for getting the news out about your art show!

Read on.

how to write a press release for an art show

How to Write a Press Release for an Art Show: 7 Essential Things to Include

How do you write a press release for an art show? What do you need to include in the document? How much detail is enough? What will your readers want to know? If these are questions on your mind, read on to learn about the seven critical elements you need to include in your art show press release.

1. A compelling headline

Regardless of whether the press release is for business, the music industry, or the art world, a headline is its most critical component. The headline is what grabs the press’ attention, and tells people about what is in the media release.

To ensure that your headline performs the way you want it to, keep it descriptive and concise. Some sources recommend keeping your press release headline to 120 characters or fewer. While that’s not a hard and fast rule, it is smart to keep it as short and succinct as possible.

On a formatting note, be sure to format each word in the headline with the first letter capitalized and include relevant details. When people read your press release headline, they should get an immediate value proposition that tells them what the press release covers, and what they can expect to learn from reading it.

2. An information-rich summary

The next most critical piece of your press release is the summary. The summary is the section that allows you to expand on the key details of your press release and include any relevant keywords that you are targeting within it.

This section of the press release should be short, detailed, and simple. Be descriptive about your upcoming events, and tell your readers why they should read the rest of the press release.

Keep in mind that this is one of your first opportunities to “grab” the reader, and you don’t want to waste it.

3. Relevant dateline information

The dateline component of a press release contains the date that the press release is published. While it may seem like a small detail, this is critical for the authority of the press release, since it allows the reader to determine whether the press release is new or old. This, in turn, allows a journalist to decide whether to contact the author of the press release for more information or keep looking for new news.

In addition to telling readers when the press release was published, the dateline also includes the city of the press release, which is important if you’re hosting an art show in a particular location. By including the city of origin in the dateline section of the press release, you stand a better chance to track to local news media and pick up local coverage for your event.

4. An exciting introduction

After the headline, summary, and dateline comes the introduction. While it may seem like the summary and introduction go hand-in-hand, the introduction is a paragraph meant to answer the following questions for any journalist that may be reading your press release: who, what, when, where, and why?

Think of the introduction as the component of the press release that helps journalists decide whether to pay attention. It should offer the relevant details of your art show and should be written in a clear and easy to understand fashion.

5. Informative body copy

Next, it’s time to focus on the body copy of your press release. While the introduction provides the critical details regarding your art show, the body text offers background information, further details on the artist, and explanations for the show.

Although the length of your body copy will depend on the art show and the details you need to share, it should feature at least two paragraphs. These paragraphs should both be short, with no more than five sentences in each.

Be sure to top-load the body copy with the most important details in the first few sentences. This will enhance the chance that your readers will catch them rather than skimming over them.

6. An original “about” section

The “about” section is a single paragraph that offers some relevant background information about you, the author of the press release. This paragraph should be short and should provide some needed details about you, your organization, or your company.

7. Current contact information

Last but not least, you’ll want to include your contact information in the press release. These contact details will be used by any journalist who wants to contact you for further information about the art show.

For best results, include your full name, your current telephone number, your email address, the mailing address for your company or office, and the URL of your website. You may also include two or three relevant social media links.

The Do’s and Don’ts of Art Show Press Releases

To ensure the success of your press release, follow these do’s and don’ts:


  • Keep your press release short and detailed 
  • Write like you would speak, without too much jargon or industry talk
  • Answer the questions who, what, where, when, and why?
  • Include your current contact information


  • Get too long-winded in your press release
  • Neglect to include relevant details
  • Forget to add a city of origin for your press release 
  • Get tied up in PR syndication. It’s dead, and you’ll be much better off reaching out to your local news agencies and media outlets to help you publicize the press release. 

How to Write a Press Release for an Art Show: The Professional Way

Learning how to write a press release for an art show is critical for the advancement of your career.

With these seven tips, it’s easy to master the art of the press release and ensure that your local news organizations pick up your press release and help publicize your next big art show.

Need some help creating your next press release? Check out our press release writing services and have our professional art press release writers help you publicize and boost engagement for your next show.

how to write a press release for a product

How to Write a Press Release for a Product

A product press release is critical to inform journalists and customers about your exciting new offerings. A professional document designed to be picked up by reporters, a press release is a fantastic way to drive attention to your new product and create a social dynamic that’s ripe for sales.

When done correctly, a press release is an excellent way to boost your business and spread the word about your newest offerings. Keep in mind, however, that learning how to write a press release for a product is a process, though, and there are skills that you need to know to execute the task properly. Fortunately, these things are easy to learn!

Today, we are going to talk about how to write a press release for products, and how to make sure that your brand aces it every time.

how to write a press release for a product

4 Things to Remember Before Writing a Product-Focused Press Release

If you’re going to write a product press release, it needs to be done well. Since the purpose of a press release is to inform the media about your upcoming product, it’s critical to ensure that every piece of the press release is newsworthy, professional, and accurate. With this in mind, here are four things to consider before you sit down to write your press release:

1. The press release should showcase your product’s unique features.

If you were going to write a press release about your new product, it needs to be newsworthy. In other words, nobody wants to read a press release that just says, “Hey, we made a thing!” Instead, arrange your press release so that it includes the most unique benefits of your new product.

A portion of the press release should outline your product’s selling points, and make readers feel intrigued enough that they want to interact further with the products. To ensure that you’re including the unique benefits of your products in the press release, consider making a list of the things that make your product stand out before you sit down to write. This helps ensure you won’t miss anything when crunch time comes.

2. Tell a story in your press release.

While some people mistakenly believe that storytelling is reserved for novels and books, it’s a critical tool for a product-focused press release. The reason is simple: people don’t want to simply hear the features of your new product. Instead, they want to hear why they should use it, how it will change their lives, how you came up with it, and what makes it so different from anything else on the market. Storytelling is the best way to achieve these things.

As you write your press release, put yourself in the reader’s shoes. Try to visualize what would catch his or her attention, and what would be compelling or entertaining enough to make them want to keep reading.

3. Stick to the point.

No matter what a press release covers, it’s no good if it wanders and rambles. To make your press release useful and compelling, stick to the point and be sure that all of the information you’re providing within the press release is relevant to your readers.

4. Edit the press release carefully.

The final thing to consider regarding your press release is how much editing it will take. Remember, a press release is meant to be picked up by the media, and pushing one out that includes errors or other mistakes can be devastating to your company. With that in mind, set aside ample time to edit your press release before you publish it.

How to Write a Press Release for a Product: 4 Essential Steps

Now that you know what to consider as you start writing a press release, let’s talk about how to navigate the writing process. Here are the steps you’ll need to follow:

1. Craft a killer headline that considers your product’s unique selling points.

Your headline is the first thing a reader sees, so it should grab attention. For best results, include the unique selling points of your product in the header.

Regardless of how you choose to structure it, it’s essential to ensure that the header stays succinct, clear, and easy to understand. This will help intrigue the reader without losing his or her attention in the process.

2. Make your target audience clear.

When people read your press release, they need to know who will benefit from using your products. Is it seniors living at home? Is it teens with ADD? Is it stay-at-home moms or college students?

No matter who your target audience is, you’ll want to target them in the body of your press release. When people know that you’re talking directly to them, they’re not only more willing to read your press release, but they’re also more likely to share it.

3. Use the body paragraph of your press release to back up your claims.

This piece is a unique to a product press release. If you are going to make claims about the product’s effectiveness or desirability, use the middle paragraph of the press release to back yourself up. An excellent way to do this is to include quotes from executives or users, or even to draw in statements made by shareholders.

While this may seem like a simple approach, it serves a critical purpose. First, it gives journalists something to pull out of your press release and use in publication. Second, it inspires confidence within the people reading your press release.

4. Finish the press release with current contact information.

The end of the press release should include your company’s current contact information, including website URL, phone number, a point of contact email address, mailing address, and links to two or three relevant social profiles.

This contact information will be critical for anyone who wants to reach out to your company for more details, so it’s essential to make sure that it is current and up-to-date.

The Do’s and Don’ts of Writing a Press Release for a Product

As with any other type of press release, writing a press release for a product comes with a set of do’s and don’ts. Here’s a breakdown of each:


  • Speak directly to your target audience in your press release
  • Keep the entire press release direct, and brief
  • Use storytelling components and a good hook to draw readers in
  • Optimize your press release for target keywords and SEO
  • Showcase the unique selling points of your product
  • Use executive or shareholder quotes to back up your claims
  • Distribute your press release to local news organizations and agencies, since PR syndication is dead


  • Be too wordy or verbose in your press release
  • Speak to too general an audience
  • Forget to craft a hook at the top of your press release
  • Include outdated contact information

Excellent Product Press Releases Made Simple!

Although learning how to write a press release for a product can seem difficult, it’s a critical skill for any company, and following these tips will help you learn to do it in your business. From crafting the hook to optimizing your press release for SEO, there are dozens of little things that can spell the difference between success and failure for your press releases. Happy writing!

Need some additional help on your upcoming product press release? Contact Express Writers to take advantage of our professional press release writing services today.

press release optimization

Press Releases: 5 Best Ways to Optimize for Google and SEO

Do you have what it takes to create and distribute stellar content in the form of press releases without terminating your friendship with Google? It’s no secret that search engines work around the clock to ensure a flawless web experience for all categories of web users. This means that Google is constantly plotting against content creators who rely on less orthodox search engine optimization to bring their websites on page 1 in search engine results, boost their online visibility and fill their own pockets the easy way.

Why Is Google Constantly Blocking Your Way to SEO Success?

Unfortunately, the never-ending string of sneaky changes sometimes manages to puzzle even the most experienced webmasters and stop them from getting a good night’s sleep. What seems acceptable today becomes intolerable tomorrow. Google, can you please make up your mind and surprise us with a little bit of consistency? The bad news is that it is not in our power to control Google, its plentitude of algorithm updates and its endless list of surprises, which is probably longer than the one that Santa prepares for us on every single year. The good news is that even though we cannot anticipate or correct Google’s independent spirit, we can adapt to these new challenges and breathe new life into our old content marketing strategy.

The Good, the Bad and the Dangerous of Content Distribution via Press Releases

You may be aware of the fact that Google has a real problem with bad link building strategies. And by “bad” we mean deceptive and designed to manipulate search engine results to the webmaster’s advantage. According to Search Engine Watch, Google may also be bothered by press releases that are created and distributed to help a certain website occupy a better position in search engines without actually doing readers any favors.

The same source mentions the fact that Google seems determined to squeeze every single drop of SEO juice from press releases; this appears to be a diabolic master plan that was rolled out quite some time ago. The most pressing problem that has recently come to our attention is this: Google is actually cataloging links in press releases as “unnatural”. As a result, it is compelling webmasters to nofollow them. So what does this major change mean for companies and organizations that depend on properly optimized press releases to highlight their mission, vision and purpose in business?

Search Engine Watch reveals that in 2006, press releases were a real gold mine for SEO experts who knew how to give wings to an inspired marketing message and optimize quality content for search engines at the same time. 8 years later, press releases are no longer considered the Holy Grail of search engine optimization. On the contrary, sloppiness and your refusal to comply with Google’s rules and guidelines while writing press releases can get you in serious trouble and expose you to considerable penalties. Don’t say you haven’t been warned: according to Search Engine Land, press releases won’t help your rankings. This statement is supported by Matt Cutts, who revealed that press releases cannot and will not improve your current position in Google.

So what’s the best method to keep risks at bay and still profit from the good that still lies in every single well-written press release? People who want to rely on press releases to spread the word about their companies by publishing their content via article websites or paid wire services such as Marketwire, Business Wire or PR Newswire are advised to nofollow their links, especially if they represent optimized anchor texts.

In this particular context, the rel nofollow attribute seems to be a life preservative that is your one and only hope when you are just about to sink in an ocean of gray hat SEO tactics and uncertainties. When in doubt, just use rel nofollow to stay in Google’s good graces. Rules may be created to be broken, but this is certainly not the case. The nofollow tactic seems a simple, easy to implement preventive measure that could enable many content creators to avoid penalties. But older press releases that have already been distributed and republished by countless sources are the real concern in this case.

Rel Nofollow: A Life Preserver That We Should Hold On to When It Comes to Optimizing Press Releases

In this particular context, one question is on everybody’s lips: will the ghost of already archived press releases that are all over the Internet haunt its creators and distributors? How much time will paid wire services need to clean up this mess and implement new sets of rules to avoid mishaps that could make Google really angry? At this point, nobody can provide an accurate answer to these 2 pressing questions that are on everybody’s mind.

What we do know for a fact is that nothing can stand in the way of clients who want to share their newsworthy facts with the whole world; not even Google’s mood swings. Businesses depend on press releases to boost their visibility, promote lines of products or new services, diversify their clientele and improve brand awareness. From this point of view, press releases are undeniably powerful allies and nothing can change this. There’s only one alteration that should be factored in at this point: links should be handled with gloves.

The rel nofollow alternative represents a viable option at hand for people who don’t want to let Google stop them from creating and distributing first-class press releases that have what it takes to inform and educate a broad audience. In other words, content creators shouldn’t exclude links from their strategy. On the contrary, they should include one or two to help readers land on a company’s blog or website and stimulate them to take action. However, the new changes made public by Google, related to link building strategies in press releases may bring us back to an old-school form of premium PR work, which is not necessarily a step back. After all, PR Newswire reminds us that we should write for living, breathing people, not for machines.

After all, press releases are the bread and butter of most journalists and respectable publications like The New York Times, Forbes and the Wall Street Journal, for instance. According to Search Engine Watch, excellent press release wire services, like PRWeb for instance, feed the content hunger of more than 8,000 websites and give millions of people something to talk about. This is only one reason why press releases are truly irreplaceable.

Breaking News: Press Releases are So Much More Than Mere SEO Tools

Truth be told, we can’t imagine how gigantic, prestigious newsrooms like Reuters and AP would manage to function without healthy feeds of quality press releases in their system. The problem is that some content creators craft and distribute content just to generate inbound links, which is precisely the thing that drives Google crazy.

To overcome this obstacle, writers, marketers and SEO experts should refresh their memory and remember that press releases are not mere SEO tools used to push a certain page on a privileged position in Google. Press releases should be perceived as high-value content pieces designed to generate authentic reads and clicks and enhance the online visibility of a brand in a natural manner.

Engaging, informative content is the key to success in what press releases are concerned. First-hand newsworthy facts are mandatory, not optional. The one or two links accompanied by the rel nofollow attribute are just the icing on your cake. If all this fuss created around links has made you feel confused, just take a closer look at the 5 foolproof ways to optimize your press releases without exposing yourself to any penalties coming from search engines.

5 Risk-Free Ways to Get the Gold Medal While Optimizing Your Press Releases for Google and SEO

1. Keep the Essential Links to Drive Traffic. The nofollow alternative sounds like music to our ears. Let’s be serious: you cannot ban the usage of links in your press releases. This radical decision would basically defy the purpose of this type of content pieces. How would users be able to spot the company behind the amazing technological breakthrough, the new affordable line of products or the innovative concept that you’re describing with so much enthusiasm in your press release?

2. Convert Press Releases into Useful Inroads to Killer Content Posted on a Blog or a Website. Raise the curiosity of your readers by creating short, concise, compelling press releases that represent the bridge between readers and a company’s blog or website.

3. Come Up with an Intriguing Story Idea. When it comes to stories that could be easily assimilated by the media, new is good. But new and memorable is always better. Try to present a certain fact from a different perspective. Thinking outside the box always pays off. This doesn’t mean that you should feel encouraged to lie or exaggerate facts listed in your press release. It just means that you have craft a compelling story around the news that you are getting ready to serve on a silver platter. Journalists have a nose for interesting facts that could capture the attention of their readers and boost their engagement. This is precisely why they are more likely to pay attention to press releases that come up with a genuine story with a twist, while avoiding dull content pieces that are mostly based on fabricated facts and nonsense.

4. Perfect Your Distribution Strategies. If you already count on an amazing wire service, like PRWeb for instance, to distribute your press releases, this doesn’t mean that the job is done and you can just cross your arms and wait for miracles to happen. You may not like the news that you’re about to hear, but here it goes: in order to connect with a large segment of readers/prospects, you have to play on multiple fields.

If you rely on a wire service, this means that you are already one step ahead of your main competitors. Keep up the good work by expanding your content distribution strategy. Post your press releases on some of the most popular social media platforms, where they could be read, filtered, assimilated, liked and shared by your fans and followers. Don’t neglect the enormous power of social networking websites. They are extremely valuable channels that enable you to interact with your targeted audience, inform and educate your readers, become a leader in your field of activity and build and maintain solid relationships in the long run.

5. Rely on Multimedia Content to Broaden Your Horizons. In an era in which the Gangnam Style clip managed to go viral and raise almost 2 billion views on YouTube, it becomes more than obvious that press releases based solely on text fragments are so yesterday. Step up your content creating strategy a bit by including multimedia elements in your informative piece. Videos, infographics and images correlated with well-balanced, short paragraphs increase pageviews and keep your readers on your side for the longest period of time (yes, even the ones with a very short attention span).

Create and embed stunning video content to convince journalists and bloggers that what you have to say is actually important, relevant and newsworthy. Remember that the Internet is highly polluted by junk and overly optimized content with very little substance. This is precisely why you have to rely on 5-start multimedia elements to prove the worthiness of your press releases and let the readers know that your content pieces could become the nucleus of high-quality, reader-oriented articles and blog posts. Furthermore, inforgraphics are hotter than ever. Turning your press release into an infographic will only support your content distribution efforts. Many newsrooms are crazy in love with this type of content, so they won’t hesitate to use it and link back to its original source.

These 5 suggestions reflect the fact that press releases are still alive and well. They may no longer be able to help you generate inbound links, create and implement more or less shady link building strategies, boost the link juice of your current optimization campaign, but this doesn’t mean that press releases are useless artifacts. On the contrary, optimized keywords, great attention-grabbing headlines, proper social media strategies, hashtags and stellar multimedia content can and will reward your legitimate SEO efforts and bring your message in front of a large audience who is ready and eager to take notes. 



press release distribution tips

PR Tactics: When to Release a Press Release

“When to release a press release:” this is a frequently asked question in today’s PR & online marketing world.

It might sound silly, but the answer matters a great deal now that everyone is vying for the (limited) attention of key online and paper publications.

Even the most brilliant PR writers might be at a loss as to why their response rates are so low.

Was the writing poorly done? Not necessarily. The problem might be in distribution, particularly timing.

press release distribution tips

Learn the best times to release your news story.

When to Release a Press Release: PR Distribution Tips

To develop a keen sense of when to release a press release, PR writers ought to ask themselves a couple of simple questions:

1)   When do editors check their emails?

2)   How do I make sure that my email and PR land at the top of the inbox by the time editors sit down to work?

3)   When are editors too busy to give my material a chance?

4)   How do these factors come into play when I decide when to release a press release?

If you work on answering these questions, planning when to release a press release becomes more strategic. Let’s talk about days first.

When to release a press release? The best day is Thursday.

Weekends are for rest and recreation. Saturdays and Sundays are usually earmarked for quality time with kids, or to catch up on hobbies. It is generally not advisable to distribute your PRs on weekends when editors aren’t thinking about work.

The best days to release a press release are Tuesdays, Wednesdays, and Thursdays. Mondays are fine, but reporters, editors, and practically everyone who is working is busier on the first business day of the workweek. Getting a PR published on a Monday is like driving to work at rush hour. Remember this the next time you decide when to release a press release.

Based on data provided by GetResponse, Thursdays record the most number of click-throughs compared to any other day of the week. This is a very useful pointer on when to release a press release, but remember that PRs are still news. They are meant to be timely and fresh.

If a product is launched on a Monday, and you would like to send out news on how the launching went, release the PR as soon as possible: on the same day or on Tuesday. You don’t have to wait for Thursday just because we say the stats are higher then.  “Strike when the iron is hot” is a good tip to remember when deciding when to release a press release. Editors couldn’t care less about old news.

Also factor in holidays and vacations when you figure out when to release a press release strategically. Obviously these are very slow days, and are among the worst days for PR engagement (unless you own a retail shop or a small restaurant so your business is at its peak).  For most types of businesses though, it is poor timing to send out PR:

  • On three-day weekend holidays like 4th of July, Labor Day or Memorial Day weekend. Never go for long weekends when you pick a date to release a press release.
  • During the Christmas week, particularly three days before Christmas Day
  • A couple of days before the New Year and a day after
  • Other major religious holidays in your country and abroad

When is the most ideal time for distributing PR? 8:30 to 9:00 A.M.

To figure out the ideal hour when to release a press release, here are some useful stats and facts from the Entrepreneur:

  • The fewest emails are sent from midnight to 6 am because everyone is asleep probably (including PR writers and distributors)
  • The majority of emails are sent from 6 am to noon, and click-throughs occur more between 8 A.M. to 9 A.M.
  • In the afternoon, there is a high-click through rate from 3 P.M. to 8 P.M., but opens happen mostly from 3 P.M. to 4 P.M.
  • Finally, most PRs sent through email are responded to within an hour after they’ve been sent. The chances of PRs being read drops after that first hour

As you plan when to release a press release, take note of what these numbers tell you about the habits and schedules of editors.

At 6 am, very early birds send their PRs out in the hopes of getting ahead. The problem with this tactic is that at six, editors have probably just gotten up, and are still preparing to get to work.  By the time the clock strikes eight, there’ll be more than a hundred emails listed ahead of the very early bird’s PR. It won’t be noticed.

Wondering when to release a press release for maximum exposure? Sometime between 8:30 A.M. and 9:00 A.M. is the best time to email in a PR. There is a greater chance that your target editor will be at his desk and ready for work. He will instantly see your material as it comes. If such clever timing is combined with catchy titles and well-written leads, you might actually get the response you are hoping for.

In some cases, news breaks midday. If you don’t want to wait for the next business day to spread the buzz, email in your PR early in the afternoon. Because of high-click through rates recorded at this time, 3 P.M. to 4 P.M. is an ideal hour to release a press release.

Business days usually end around 5 P.M. to 6 P.M. Editors don’t have the energy and the inclination to scout for great PRs towards the end of an exhausting day. The state of mind of your first audience (journalists and editors) is an important consideration in deciding when to release a press release.

Some online resources on when to release a press release claim that people check their emails around 8 pm just to make sure they haven’t missed anything urgent. You can give it a try if you want (competition for attention might be less tough at 8 pm), but it’s riskier as well. Most people do their own thing after business hours, and might not be in the mood for reading PRs no matter how brilliantly done.

These tips on when to release a press release should serve as guides, but they won’t work every single time.

At the end of the day, the best way to grab the attention of target editors and journalists is write to-the-point press releases that truly offer valuable information. Remember that rule of thumb, and your foundations will be correct for best results.

press release authority

Always be the Authority When You Release a Press Release

Publishing a press release requires that you have an excellent command of your niche, you don’t just decide when to release a press release on a whim to able to catch up on the buzz or just for the sake of having something to offset your competition’s press release. When you release a press release, you need to be able to project authority to your target audience by means of an accurate and well-planned presentation of information about your company or product. So before you decide when to release a press release, ensure that you are a master of your craft.

Read more

press release

What NOT to Do When Writing a Good Press Release

You just opened your writer’s desk at Express Writers to find a new assign- what? They gave you a PRESS RELEASE? It’s been, well, it’s been a long time since you wrote your last press release – and the last one felt like pulling teeth.

You’re still painfully aware of that little fact, and you’re nervous to try your hand at press releases again.

If you break out in a cold sweat every time someone mentions writing a good press release, you’re not alone! While press releases are critical for marketing of all shapes and sizes, they’re harder to write, for most people, than a blog or a web page. Fortunately, “difficult” isn’t the same as “impossible.”

To dominate the press release forever, all you need to do is study up on standard press release formats! Today, we’re going to provide a breakdown of what NOT to do with press releases, and give you the information you need to dominate your next press release assignment.

press release

Going in Blind: The Worst Way to Start a Press Release

While we’ve got all the respect in the world for free-flowing writers who bend the rules of grammar and structure to their will, Kerouac would have sucked at press releases.

After all, a press release is an informative document meant to be picked up by the media. As such, it’s critical that your press releases follow a certain format and contain certain information.

Deviate from this too largely and you risk having your press release overlooked or, worse, putting out a press release that doesn’t fulfill the purposes you wanted it to.

Today, it’s critical to have a working knowledge of how press releases function. If you jump in blind and start typing until you reach your word count, your press release is going to fail.

While learning the format of a press release might seem like a scary prospect, knowledge is power, and learning the ins and outs of a PR will allow you to dominate it. Writing killer press releases is a methodical pursuit, and the best-trained and most knowledgeable people win the race.

3 Mistakes NOT to Make When Writing A Good Press Release

In the world of press releases, knowing what NOT to do is almost as critical as knowing what to do. With this in mind, avoid these three deadly mistakes in your next press release:

1. Providing Subjective Information

Press releases aren’t meant to be subjective. Unlike advertising, they don’t “sell” a company or a product. They don’t tell people how great a brand is.

Instead, press releases merely present facts that readers can rely on.

For example, if you’re publishing a press release about an upcoming event, that document needs to include details about when the event takes place, where it will be held, who is sponsoring it, and how readers can learn more about it.

The press release DOESN’T need to feature a bunch of fluff that tells people how this is the “greatest event in the world!” While the former is reliable and trustworthy, the latter is icky and will turn readers off your material.

2. Writing Poorly

You did well in your high school English classes. Heck, you even scored high enough on your ACT that you didn’t have to take the Grammar-Spelling-Punctuation test when you applied for the Communications or Journalism program at your college. You pride yourself on your command of English.

Unfortunately, that positive outlook won’t get you far when you start getting sloppy in your writing. Even the best writers sometimes fall victim to low-quality writing, and spelling and grammar mistakes. For an example of how immediately poor writing can cause people to abandon your press release, check out this primo example of a bad press release:

press release

In addition to being embarrassing for you, spelling and grammar mistakes and poor writing can also cause journalists and readers to abandon the press release without a second look.

3. Format the Document Improperly

Press releases abide by a very specific set of formatting rules. Get them wrong, and you’ll look unprofessional and inexperienced, which is a major no-no in the world of press releases and writing for brands. Here’s what to shoot for when you format your PR:

  • At The Top of the Document. The top of the document should include the company’s logo, contact information, and the words “FOR IMMEDIATE RELEASE,” or “Hold until [release date].” After that, you’ll want to include a keyword-rich headline. The headline should be written in title case, and should be short, brief, and to-the-point. For best results, use active voice in your title, and write it as if you were crafting a blog post or other click-worthy document. Your headline is just as critical as anything else, and it deserves to be treated accordingly.
  • The Body of the Document. The body of the document should be populated by short, interesting paragraphs, no longer than 2-4 sentences. Include the who, what, where, when, and why of the press release topic, and consider pulling in some hyperlinks, multimedia content, and influencer quotes that provide a perspective external of the writer’s.
  • Company Contact and Boilerplate Information. At the end of the document, you should include the company’s contact information (unless you plugged it in below the logo, which is fine as well), boilerplate information, which gives journalists and readers some background about the company and its main players, and a few social media links.

Once you’ve input all that information, your press release should follow this structure:

  • Title Case Headline, less than 170 characters
  • Short summary paragraph
  • City, State/Country (if needed)-Month, Day, Year
  • Lead paragraph with who, what, when, where, why and how; most important information here
  • Press release body, short paragraphs
  • Last paragraph
  • Company Information
  • Contact Information
  • ### or “End”

7 Insider Tips for Writing a Good Press Release

While mastering the structure of the press release is critical, the battle of creating a great press release is bigger than that. Here are some pro tips to help you get it right:

1. Always Write Your Headlines Last

This is as true for blog writing as it is press releases. While you should give your release a working title, go back and write your headline last. In addition to ensuring your headline mimics the structure and format of your release, this also ensures it will contain relevant keywords and give your reader a solid idea of what they’ll learn from the press release.

2. Make Your Readers Care

One big question readers ask as they skim press releases is “who cares?” And they have a point! If you can’t answer the “who cares?” question, your press release is going to flop, and that’s bad for everyone. Be sure you understand the target audience of your press release and that you’re setting yourself up to communicate with them accordingly. The more you can make your audience care, the better.

3. Use Data

Data inspires trust, and trust is essential for a good press release. To make the PR more credible, include relevant data that can help back up your claims or lend weight to your announcement. Not only will this capture the attention of readers, it will also give journalists something to quote and share from your press release.

4. Write in Active Voice

Active voice is strong, forceful, and deliberate. Use it throughout the press release to communicate confidence and conviction to your readers and inspire trust in the company and the topic at hand.

5. Get Right to the Point

Beat around the bush – lose readers. Get to the point – gain attention. When it comes to writing a good press release, it’s really that simple. Since press releases are educational documents, they’re meant to provide immediate value and understanding. If they don’t, people will leave.

6. Make it Flawless

The more flawless your press release can be, the better. Before you submit it, go back through the document and check for spelling and grammar errors and any flow or understanding issues. These things will sink your release faster than a lead balloon, so it’s critical to resolve them now.

7. Include Relevant Contact Information

Instead of giving readers every bit of contact information a company has, include only the most relevant channels. Email, phone, and social media links are ideal, although the “right” contact information will vary from brand to brand.

Writing a Good Press Release the Easy Way

While writing a good press release can feel impossible, abiding by these simple guidelines can help make it a reality.

If you need professional help to write your upcoming press release, contact Express Writers to learn more about our specialty PR team and how they can help your brand succeed.