How to Distribute a Press Release for Maximum ROI

How to Distribute a Press Release for Maximum ROI

This post was originally published in October, 2013 and completely updated in May, 2020.
Your well-crafted press release is sizzling and ready to see the world.
There’s just one more hurdle to leap over before the job is done: who (and where) should you send it to?
There are two main tactics for how to release a press release. The first stems from the old days. It involves subscribing to a syndication service. The second is a modern approach: developing personal relationships with journalists. Both are valid options, depending on the needs and budget of your brand.
We’ll explore both methods, as well as best practices for releasing your news so you can make a solid press release plan. Let’s dive in!
How to release and distribute a press release
Your well-crafted press release is sizzling and ready to see the world. 🔥 There’s just one more hurdle to leap over before the job is done: who (and where) should you send it to? Find out via @JuliaEMcCoy: Click To Tweet

The Traditional Method: Distributing Via the Wire

Want to read thousands of journalists, influencers, bloggers, reporters, and editors in one shot? Consider using a press release syndication service. Here are a few of the top service providers:

While this method is fast and easy, it isn’t free. Leading distributor Newswire costs between $150 to $800 for a single PR, which may push it out of the price range of up-and-coming brands.
Newswire press release distribution cost
If your brand has the budget and is looking for a wide reach, the time-saving investment may be worth it. However, it’s worth noting that professionals report high ROI from relationships with journalists, and caution against sending too many cold, impersonal PRs via the wire.
Let’s say you’re still growing your media list, though, and you’re not sure where to pitch. Using a syndication service can quickly reveal which publications are interested in your news, allowing you to skip the step of in-depth research in your quest to build lasting relationships with journalists. That’s why using distribution services are part of a balanced PR strategy.

The Modern Strategy: Building Your Media List on Relationships

Beyond saving time, the biggest benefit of investing in big-name syndication services is that they build a media list for you and track your results. If it’s your first rodeo, that simplification can seem like a boon. But it comes at a cost: By relying on press release distribution services rather than building a personalized media list, your brand will grow to depend on those same services.
However, it’s possible to construct a valuable media list on your own and start building relationships right away. According to Gil Eyal from the Forbes Agency Council, this improves PR results because you’re pitching to people who are genuinely interested in your news. It’s a more personal approach, and it’s the way the PR industry is moving.
It isn’t hard to future-proof your brand’s media outreach and drive down your PR budget. It all starts with building your own media list. Here’s how.

1. Find Your Target Audience

Consider who you’re trying to reach with your press release: customers, investors, or industry leaders?
Ask yourself a few simple questions:

  • How old is my audience?
  • What background demographic do they come from?
  • Where do they get their news?

Here’s an example of how to find your target audience.
Let’s say you’re writing a press release for a portable blender brand. Your goal is to increase sales for the newest model and spur brand awareness, so your audience is potential customers.
Your audience includes:

  • Health-conscious people
  • Fitness-minded people
  • Gym owners
  • Eco-friendly people
  • People who enjoy tech and gadgets
  • Retailers who sell cooking gadgets

Based on this target audience, your media list should start here:

  • Fitness and health magazines
  • Food and cooking magazines
  • Home and lifestyle magazines
  • Fitness and health influencers and blogs
  • Eco-friendly, yoga, and vegan influencers
  • Trade press publications targeting retailers
  • Journalists regularly curating kitchen gadget lists and smoothie recipes

Stumped on which publications to pitch to? A quick Google News search with your keyword or topic will help you brainstorm.
Search for publications on Google to release a press release

2. Zero In On Your Goal Publications

Always read a few articles, posts, or blogs first. This will save a TON of time in the long run, and prevent you from making the reputation-damaging blunder of barking up the wrong tree.
Short on time? Here’s a quick checklist.
A. Check the publication’s reach. For blogs, check the Alexa ranking. A score 100,000 or below means they have a wide reach. For social influencers, look at their follower count. For news publications, check out their social media activity as well as the average comments per article.
B. Watch out for low activity. Any online publication, influencer, or blog that posts less than once a month (a snail’s pace on the internet) is likely not reaching enough people to warrant sending a PR. The exception: monthly print publications like trade journals.
C. Look for articles or posts in your niche. If you can’t find any, it’s probably not the right publication for you.
how to release a press release in your niche
D. Click on the byline and read the bio. Most writers include social handles in their bios. Jumpstart your online relationship by sharing one of their articles on your brand’s social media page.  
Build relationships with contributors for distributing press releases
E. Reach out on Twitter. Many journalists include a work email in their Twitter bio. If they don’t, try sending a professional direct message.
Journalist Twitter bio
F. No luck on Twitter? Try LinkedIn. If you’re looking to pitch to a large news outlet, you can often find their roster in the “People” section of their company LinkedIn page.
Search LinkedIn pages for press release media relationships  
G. If you can’t find who you’re looking for, call. Dust off your landline and look for the editor’s phone number of the section you’re pitching to.

3. Create Your Media List

Use a simple, easy-to-edit spreadsheet. Journalists change publications often, so the focus of the media list should be on specific publications interested in publishing your news.
Here’s a sample media list I built from the brainstorm above:
Sample media list for press release distribution
Don’t forget to regularly update the contact details for your target journalists, influencers, and bloggers. Now your media list is ready for action!

Double-Check Submissions Guidelines

You’re well on your way toward sending your red-hot press release. Before submitting, pore over the submissions guidelines to ensure you haven’t forgotten any important steps.
Guidelines for submitting a press release
This quick but critical step can be the difference between your PR getting published or getting trashed. Don’t skip it!
It isn’t hard to future-proof your brand’s media outreach and drive down your press release budget. 📉 It all starts with building your own media list. Learn how to do it here: Click To Tweet

How to Send an Email Introducing a Press Release to Journalists

Nail your first impression by following email etiquette for press releases. Etiquette 101: write your PR in the body of your email. In-body PRs allow for more personalization while simplifying your target journalist’s job, which in turn will increase your chance of getting published.
Before you hit “send”, make sure your submission email has all of these elements:

  • Subject – Don’t use the phrase “press release”. Instead, use the topic of your PR.
  • Greeting – Do your homework: address the person you’re pitching to directly. Skipping this step can make your message seem cold and out of touch.
  • First Paragraph – If it’s the first time you’re reaching out, this is where you should introduce yourself.
  • Second Paragraph – Elaborate on the purpose of your email here.
  • Third Paragraph – Your call-to-action should go here.
  • Closing – Thank your contact, and open the door for them to follow up.
  • Signature – Provide your full contact information here.

Here’s a sample press release email from Prowly:
Sample press release email
Send your press release to all relevant contacts on your media list. If you don’t get a response, don’t take it personally. Instead, follow up your press release with photos. Even better: if you didn’t include one initially, now’s the time to send a press kit. For inspiration, check out Kickstarter’s press kit.
Kickstarter press kit
A press kit should include:

  • An about section
  • Bios of important company figures who are available for interview

Press kit bio example

  • Recent, important press releases
  • Fact sheets for products or services
  • Case studies, surveys, stats, or testimonials
  • Notable press coverage
  • Notable awards

Press kit - awards

  • Multimedia, including high-quality images
  • Contact information for your marketing team
  • Notable FAQs
Press release etiquette 101: Write your PR in the body of your email. This allows for more personalization while simplifying your target journalist’s job, which increases your chance of getting published. 💯 Click To Tweet

Send a Story That’s Ready to Publish

Make it easy for reporters to envision your story as a published piece by submitting a PR that’s copy-paste friendly.
What makes a PR ready to publish? Here’s your DIY press release format.

  • Style – Learn the voice your target publication uses and parrot it. For example, influencers often use a conversational 2nd person, so a blog-style PR will likely see more success.
  • Format – What kind of font and subtitle style does your target publication use? What color palette do they prefer?
  • Multimedia Consider the media they regularly post, and emphasize that media type.
  • Social media optimized – Don’t forget to include all of your social media handles for easy sharing.
  • Press kit As mentioned above, a press kit will make it easier for the journalist to craft a story.

For more guidance, check out our sample press release template.

Always Follow Up

Immediately after sending your submission email, reach out directly via email, Twitter, or LinkedIn. If you have a standing relationship, consider calling. In a brief message, let them know you’ve just sent a PR and share a few intriguing teasers. Provide your contact information for further questions and exit gracefully.
Even if your original PR isn’t published, following up can establish a cordial line of communication, improving your chances of publishing PRs down the line.

Leverage Social Media

Before publication, optimize your headline and intro for different formats. Think about how each social platform best serves the message of your PR, and what kinds of engagement you’re looking to push forward.
Here’s an example of what happens when a brand misses the mark:
Press release on social media missing the mark
Between 2 identical posts, the topic garnered only 7 likes. With so little interaction, the wording wasn’t relevant enough to hook their Facebook audience.
Here’s an example of a press release optimized for social media:
Press release optimized for social media
Reebok’s #PermissionToPause press release was primed for Twitter from the get-go.
By reworking the headline, too, Reebok stimulated engagement, which drove their posts to the top of the trending hashtag.
How to release a press release that trends on social media

Make it Shareable

Many brands craft shareable versions of their press releases for their websites to show transparency.
If your brand decides to go this route, be careful not to use the exact same PR, especially if it was published as-is. Google will demote it, which could cost your website valuable SEO.
Some brands get around this by creating an investor portal and fan portal, with formal press releases and blog versions of PRs, respectively. Others have a news section of their website that includes PRs published by major publications, which works as a credibility-booster.
No matter which method you choose, adding social buttons for easy sharing will boost the reach of your PR.

Ready to spread the word? Leap from sideshow to main stage with the help of our expert on-staff journalists.

Hit “Send”

By now, you’ve got the tools you need to know how to distribute a press release. By building a tailored media list and sticking to submission guidelines, you’ll have a publish-ready piece at your fingertips. You’re ready to email your press release to journalists with confidence. Now it’s time to hit “send”.
Need to sharpen your news before sending it to the press? Check our Content Shop.
Get press releases written by qualified journalists

How to Write a Press Release for Your Music Release

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.
value focused marketing CTA

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.
online content strategy

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!

How to Write 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!