How To Write A Press Release

It’s no secret that media coverage will help get your business noticed.

Whether you’re launching a new product or have just closed an impressive funding round, having this announcement in the news is a great way to promote your business.

But when it comes to convincing journalists to cover your story, it’s not enough just to have something interesting to share. That’s why an attention-grabbing press release is key to getting your business noticed by major media outlets.

Even if you don’t have the resources to hire a PR professional, it’s perfectly possible to write your own. In this guide, we’ll share all the essential elements you need to write an effective press release.

How to format your press release

When writing a press release, it’s important to keep structure in mind. Much like how you prepare an elevator pitch or a business plan, a strong press release needs a clear, easy-to-follow structure so journalists can quickly understand what your business is about, what your announcement is and why it’s important.

Here’s how you should structure your press release:

1. Header

Press release title: this should grab the attention of readers straight away, as it’s the first thing they’ll see. It should be bold and centred, as well as clear and concise so that your audience understands what the press release is about immediately.
Subheadline: this is optional, but if you choose to use a subheadline, this gives you the chance to give a little more context to the main message.
Date and location: establishes the timeliness and relevance of the release. Journalists need to know when and where the news is coming from, so they can assess its newsworthiness.

2. Opening paragraph

This is where you can capture the reader’s attention and deliver the most crucial information. The who, what, when, where, why and how should be included, as it’ll ensure the reader gets the full context in just a few words. If this paragraph isn’t engaging or informative, the rest of the release is unlikely to get read.

3. Body paragraphs

The next few paragraphs (AKA “body paragraphs”) should provide details that support the headline, allowing you to explain the news or announcement in full and offer essential facts and figures.

This section should also include quotes, giving it further credibility by featuring experts or key figures in the organisation. Moreover, it helps add authenticity and offers insight into the company’s point of view, making the release more persuasive.

4. Boilerplate

The boilerplate is a fixed paragraph that gives a brief background on the company or organisation behind the press release. It ensures that the reader has all the necessary context about your business, which helps them understand the significance of the news you’re sharing. This is especially useful for those who may not be familiar with your company.

5. Contact information

It’s crucial to include contact details as journalists may want to reach out for clarification or follow-up questions. A lack of contact information could lead to missed media opportunities.

6. Closing (End of release)

A press release usually concludes with an END OF RELEASE, indicating that the statement or communication is complete. It’s a standard formatting practice, as it tells the reader that there’s no more content. It’s a simple but important detail for clarity. Some releases also use three hashtags (###) at the end to signal their conclusion.

Steps to write a press release

Now that you have the right structure in mind, it’s time to think about how you’re going to write your press release. Here’s a quick step-by-step guide on what you should do:

1. Write an attention-grabbing header

First, you’ll need to decide on the angle of your news. To do this, you’ll need to consider the “so what?” rule.

Put yourself in the shoes of someone who has never heard of your business. Why would your announcement matter to them and the publications you want to send it to? Also, why would a journalist agree that your release is newsworthy?

Once you’ve determined this, you can start drafting your header. Make sure it’s concise, isn’t too long and can explain the context of your announcement in just a few words.

Pro tip: determining newsworthiness

The key to hacking newsworthiness? Timing. Look at the stories that are hitting the headlines. An announcement that can be linked to the current news and popular interest is more likely to gain traction in the media.

For example, if you’re a restaurant business launching a new vegan menu, you could send out a press release in January, when most people tend to start “Veganuary”.

2. Include the most newsworthy points in the copy

To nail this step, you’ll need to consider:

A punchy lead sentence

Just like your header, the press release copy should be factual and easy to read. It should begin with what journalists call a “lead sentence”, and should clearly reveal your announcement. Consider beginning this sentence with the name of your business, and keep it under 25 words.

Adding notes to the editor

These are usually set out in bullet points and include information that you weren’t able to squeeze into your copy. For example, more details about your business, product/service or links to relevant pages on your website.

Keeping it concise

When weaving words together, avoid long and clunky sentences. Excluding quotations and any notes to the editor, your release should be 3-4 short paragraphs (approximately 300-400 words). You might be tempted to add further details, but a journalist will get in touch if they want to know more.

Pro tip: don’t be poetic - get to the point

Even the juiciest revelation imaginable won’t get far if it’s long-winded and ambiguous. Keep it short, punchy, and factual. Also, try not to make a joke or a play on words, because if a journalist doesn’t understand the facts immediately, they’ll likely move on.

3. Format the release like a PR agency would

For this, you can look back at the structure at the beginning of this article, but in summary, you should have:

A header that is bold and centred
The city your business is located at the start of your lead sentence, as well as the date (both in bold)
A body paragraph of your press release
Quotations
A boilerplate that briefly describes your business
Relevant contact information
An “end of press release statement” or three hashtags (###) to signal the release’s finish

To help you get a better understanding of how a press release should look, we’ve created an easy-to-follow example below.

Tips for writing a strong press release

Writing a press release can be quite daunting, especially if you’ve never written one before. To help you out, we’ve shared some tips on what makes an effective press release, plus any pitfalls you should avoid.

1. Contact the right publications

While news coverage is a great way to get your business out there, you shouldn’t contact just any publication. For example, if you’re running a business around fitness, it wouldn’t make sense to contact a media outlet that covers financial or fintech-related news.

Therefore, you should take the time to research different publications and journalists to gain a better understanding of their work and flex your pitch to match the type of stories they’re interested in.

2. Be clear about when you want the press release live

If your news is time-sensitive, send it to reporters at least a day in advance so they have enough time to write the story.

On the other hand, if you don’t want it to be published straight away, make it clear that your news is under embargo until a specific date. If you don’t clarify this, journalists won’t know when to publish the information you’ve shared in your release.

3. Understand your audience

Make sure to tailor your press release to the needs of your target audience – whether it’s journalists, investors, customers or potential business partners. If you’re targeting journalists, focus on what’s newsworthy and relevant to their readership, and don’t pick topics at random.

4. Use the inverted pyramid structure

Write your release using the inverted pyramid structure. Put simply, this is where the most important information goes at the top, and less critical details follow. This allows readers to get the key points right away and dive deeper as they continue reading.

Remember to use the who, what, when, where, why and how from the start and don’t lead with information or extra details that can be saved for later.

5. Include quotes (if you can)

If you’re able to get them, you should include quotes from key people, such as company leaders or product users. This adds authenticity and a more human element to the release, plus makes it more interesting and relatable.

If you’re not able to get a quote for your press release, don’t make one up as using fabricated information will only end up harming your reputation.

6. Provide context and details without jargon

In the body of the release, elaborate on the story. Offer context and details about why the news (e.g. how the product works or how the updated version makes a difference), why it’s important and any relevant statistics or background information.

That being said, try to avoid using too much jargon. Even if you’re sending your release to a publication that specialises in your sector, some readers may not be familiar with certain terms.

Press release do's

Research different publications and journalists
Specify whether your news is for immediate release or under embargo
Understand your audience
Use the inverted pyramid structure
Include quotes
Elaborate on the story later on

Press release don'ts

Contact random publications
Send press releases last minute
Choose topics at random
Include too much information at the start
Fabricate or make up quotes
Use complicated jargon

Why write a press release?

Having your business featured in media outlets is more than just 15 minutes of fame. Rather, it’s an opportunity to reach a wider audience, gain brand awareness and better position your business in the industry.

All in all, press releases are beneficial as they:

Attract media coverage

If your release is well-written, relevant and newsworthy, it can easily get picked up by news outlets, blogs and industry publications. In turn, this can amplify your company’s mission to a much larger audience.

Build credibility and authority

A good press release can give your business favourable credibility. By getting media coverage, particularly from reputable publications, your brand becomes recognised as an authority in your sector. Journalists, bloggers and influencers often rely on press releases for credible information, which can help build your reputation.

Boost brand visibility

Small businesses and SMEs have a lot of ground to cover when it comes to making their way into the public. Alongside good marketing strategies, press releases are a great way to help boost brand awareness, and don’t cost a lot either. The more your business is featured, the more people will recognise it.

Improve SEO and online presence

Search engine optimisation (SEO) is crucial for any business, as it helps your company rank in search engine results, such as Google. A well-written press release will usually have a lot of relevant keywords, plus backlinks, that’ll make it easier to find your business website on the search results page (SERPs).

Engage with customers

Press releases can engage with your target audience, while also attracting new customers. When you launch a new product, feature or event, it can act as a call to action, encouraging readers to explore your business further.

Address crises or misinformation

Unfortunately, press releases don’t always involve exciting news. Sometimes, if a company is involved in a crisis, they’re used to help manage the situation. A timely release can provide the facts, address any misunderstandings, and how your company is responding to the challenges.

Remember – journalists look for stories that are newsworthy and are likely to catch attention. Therefore, you should consider writing a press release when:

You’ve launched an innovative product or service
You’ve teamed up with notable clients or partners
You’ve hired a member of your senior team who’s well-known in your industry (e.g. COO, CTO, etc.)
Your business has won a notable award (e.g. any of the Startups 100 awards)
You have insightful insights from surveys or studies to share

Conclusion

Overall, promotion is extremely important when starting a business and press releases can be a practical and cost-effective way to get your company out there. If done well, you’ll be able to create a buzz and grab attention that could lead to new opportunities.

However, it’s important to remember that a good press release needs to be structured properly with all the relevant information, so you should avoid overdoing it with too many details or complicated jargon that’ll quickly make readers bored. Keep it clear and concise, and remember to highlight why a journalist should care about your announcement.

Make sure to keep these tips in mind when writing your first press release, so that it’s polished to its absolute brightest. Once you’re all set, hit “send” and get ready for your business to officially make it into the public eye.