A well-crafted press release is a powerful tool for gaining media attention, generating buzz, and informing the public about important updates. Whether you’re announcing a new product, hosting an event, or sharing company news, writing a press release that captures attention and delivers key information is essential.
Here are practical tips to help you write effective, compelling press releases that get noticed by journalists and readers alike.
Start With a Strong Headline
Your headline is the first thing a journalist sees—and often the deciding factor on whether they’ll read further. It should be clear, concise, and compelling.
Tips for writing headlines:
- Keep it under 10 words if possible
- Use active voice and strong verbs
- Highlight what’s new or impactful
- Avoid jargon and clichés
Example: “Tech Startup Launches AI Tool to Help Small Businesses Cut Costs”
Write a Compelling Lead Paragraph
The first paragraph should quickly answer the key questions: Who? What? When? Where? Why? How?
Journalists are often scanning for quick info, so make this section concise and informative. Avoid burying the lead—put the most important news up front.
Use the Inverted Pyramid Structure
Structure your press release with the most important information at the top and supporting details further down. This helps editors quickly understand the story and makes your release easier to cut if needed.
Structure breakdown:
- Headline
- Lead paragraph (the news)
- Supporting paragraphs (quotes, context, data)
- Company background
- Contact information
Include a Quote
Adding a relevant quote humanizes your story and offers a personal perspective. Use quotes from company executives, event organizers, or relevant stakeholders.
Quote tips:
- Keep it conversational and avoid overly technical language
- Add emotion or vision (“We’re excited to…”)
- Make it relevant to the announcement
Keep It Concise and Focused
Press releases should generally be between 300–600 words. Stick to one main announcement per release and avoid adding unnecessary fluff. Use short paragraphs, bullet points (if appropriate), and plain language.
Add Context and Relevant Details
Make sure to explain why your news matters. Add context with statistics, market trends, or user benefits that support the significance of your announcement.
Example: “With over 70% of small businesses struggling with budget tracking, our new tool offers a cost-effective solution.”
Include a Boilerplate
At the end of the release, include a short paragraph about your company—called a boilerplate. It should be one or two sentences long and explain what your organization does, when it was founded, and your area of expertise.
Example: XYZ Solutions is a Boston-based tech company founded in 2018, specializing in productivity tools for small businesses.
Provide Accurate Contact Information
Always include media contact details at the bottom of the release. This should include:
- Contact name
- Title/role
- Email address
- Phone number
- Company website or newsroom link
Make it easy for journalists to follow up or request more information.
Proofread and Format Properly
Errors in grammar, spelling, or formatting can make your release look unprofessional. Always proofread and have someone else review it if possible.
Formatting tips:
- Use a clear, legible font
- Align text to the left
- Use single spacing with double spacing between paragraphs
- Include “###” or “—end—” to indicate the end of the release
Distribute Strategically
Once your press release is finalized, think about where and how to send it. You can:
- Send it directly to journalists or editors (via email)
- Post it on your company’s website or blog
- Use press release distribution services like PR Newswire, EIN Presswire, or Business Wire
- Share it on LinkedIn, Twitter, or relevant forums
Make sure it reaches the right audience—especially media outlets that cover your industry or niche.
Final Thoughts
A well-written press release can spark media interest, build brand credibility, and help you reach a broader audience. By following these tips—clear writing, structured layout, and strategic distribution—you’ll improve your chances of getting published and making a positive impact.
