How to Write a Press Release: The Definitive Step-by-Step Guide

I still have a vivid memory from one of my first jobs of the office fax machine, a hulking beige beast, whirring to life and spitting out a press release.

The paper was slightly curled, the text was dense, and it was filled with so much corporate jargon that it felt almost impenetrable. The goal back then was simple: blast this single piece of paper to a list of news desks and hope someone, somewhere, decided it was important enough to mention.

That world feels like a lifetime ago! (And I’m only in my 30s!!)

Today, the concept of writing a press release has been completely transformed. And yet, so much of the advice out there on how to write a press release is stuck in the past. 

This is the first in a new series I’m creating dedicated to the craft of writing: a deep dive into how to write the foundational pieces of content that build brands and drive growth. 

We’re starting with the press release because it’s one of the most misunderstood and misused tools in the marketing arsenal. So this is my definitive, 2,500-word guide on how to write a press release that not only gets seen but gets results.

What a Press Release Is (and Isn’t)

Before we get into the nuts and bolts, we need to start with a fundamental mindset shift. 

A press release is not just an announcement. It is not a sales pitch. And it is absolutely not a place to dump all of your corporate jargon.

A great press release is a story. It’s a concise, compelling narrative that answers one simple question for the reader: “Why should I care?”

Journalists are inundated with hundreds of pitches a day. They are looking for stories that will resonate with their audience. They are looking for a clear, newsworthy angle. They are looking for a human element. But they’re still looking! In fact, 74% of journalists voted press releases and news announcements as the content they like receiving most from public relations professionals, showing there’s certainly demand for news like yours.

However, if your press release reads like an advertisement or a dry corporate memo, it’s going straight to the backweeds of Google, never to be seen again.

So, before you write a single word, you need to find the story in your announcement. Are you launching a product that will change people’s lives? Are you announcing a partnership that will disrupt an industry? Are you sharing data that reveals a surprising new trend? That’s your story!

Finding Your Newsworthy Angle

This is the most important (and most often overlooked) step in the entire process. 

You can have the most beautifully written press release in the world, but if your news isn’t actually newsworthy, no one will care. (Sorry, but that’s the harsh truth). 

So, what makes something newsworthy? Here are a few things to look for:

• Impact: Does your news affect a large number of people? Does it have the potential to change an industry or a community?
• Timeliness: Is your news relevant to what’s happening in the world right now? Is it tied to a current event or a trending topic?
• Prominence: Does your news involve a well-known person, company, or institution?
• Proximity: Is your news relevant to a specific geographic location?
• Conflict: Does your news involve a struggle, a challenge, or a competition?
• Human Interest: Is there a compelling human story behind your announcement?

You don’t need to have all of these elements, but you need to have at least one. The stronger your newsworthy angle, the more likely your press release is to get picked up.

The Step-by-Step Guide to Writing a Press Release

Once you’ve found your newsworthy angle, it’s time to start writing. 

The standard press release format has been around for a long time for a reason: it works. It’s designed to give journalists the information they need, quickly and efficiently. 

Here’s how to do it right.

Step 1: The Headline & Your First and Only Impression

Your headline is the most important part of your press release. 

It’s the first thing a journalist will see, and it will determine whether they keep reading or move on. A great headline is clear, concise, and compelling. It should summarize the most important part of your story in 10-15 words and include a keyword.

Avoid vague, clickbait-y headlines. Be specific. Use active verbs. And if you can, include a key piece of data or a surprising fact. 

For example, instead of “Company Launches New Product,” try “Tech Startup Launches AI-Powered App That Reduces Food Waste by 50%.” See the difference?

Step 2: The Dateline and Introduction

Right after the headline, you’ll have your dateline (CITY, State – Month Day, Year –) followed by your introductory paragraph. 

This first paragraph is the most critical part of the body. It needs to summarize the entire story in just a few sentences, answering the classic questions of journalism: Who, What, When, Where, and Why.

Get straight to the point. Don’t bury the lede. A busy journalist should be able to read your first paragraph and understand the entire story. This is where you deliver the most crucial information.

Step 3: The Body

The body of your press release is where you expand on the information in your introduction. This is where you can provide more context, add supporting details, and build out your narrative. I recommend two to four paragraphs here.

Use these paragraphs to elaborate on the “why.” Why is this news important? What is the impact? How does it fit into the bigger picture? This is your chance to add depth to your story and make it more compelling.

Don’t forget to naturally weave in your press release keywords here, so that your release is naturally picked up by the audience you’re looking to reach.

Step 4: The Quote

A good quote can bring your press release to life. 

It’s a chance to add a human element and provide a unique perspective. The quote should come from a key person in your organization, like the CEO, a project lead, or a key partner.

Avoid generic, corporate-speak quotes. A quote like “We are excited to announce this new partnership” adds no value. Instead, use the quote to provide insight, emotion, or a forward-looking statement. 

For example: “This partnership represents a pivotal moment for our industry. By combining our expertise, we can finally solve a problem that has plagued our customers for years.”

Step 5: The Boilerplate (Your Company’s Elevator Pitch)

The boilerplate is a short, one-paragraph description of your company that goes at the end of every press release. 

It should be concise and consistent. Think of it as your company’s elevator pitch. It should briefly explain what your company does, who it serves, and what makes it unique.

Step 6: The Contact Info

This might seem obvious, but you’d be surprised how many people get it wrong. Make it as easy as possible for journalists to get in touch with you. 

Include the name, title, email, and phone number of your media contact. And make sure that person is prepared to answer questions and provide more information! 

Step 7: The Final Polish!

Before you send your press release out into the world, proofread it. Then proofread it again. And then have someone else proofread it. Typos and grammatical errors look unprofessional and can kill your credibility.

In terms of formatting, keep it simple. Use a clean, readable font. Use short paragraphs and plenty of white space. And at the very end, use the traditional “###” or “-END-” to signify the end of the release.

Writing Press Releases for Different Scenarios

While the core principles of how to write a good press release remain the same, you may need to adjust your approach for different types of announcements. Here are a few common scenarios:

How to write a press release for an event

Focus on the experience. What will attendees see, do, and learn? Highlight any special guests, unique activities, or can’t-miss moments. Provide all the practical details (date, time, location, tickets) upfront.

How to write a press release for a book

The story is key. What is the book about? Why did the author write it? What makes it different from other books on the subject? Include a compelling author bio and a strong quote from a reviewer if you have one.

How to write a press release for a new business or product

Focus on the problem you’re solving. How will your new business or product make people’s lives better? Use a press release example from a similar company to see how they framed their launch.

How to write a crypto press release

This is a great example of content writing for a niche audience. While the principles are the same, the language and context will be different. 

You need to demonstrate a deep understanding of the crypto space and avoid the hype and speculation that can plague the industry. Focus on the technology, the team, and the real-world problem you’re solving.

From Formula to Story

Learning how to write a press release is a journey, understanding that behind every product launch, every partnership, and every announcement, there is a human story waiting to be discovered.

When you learn to find that story and tell it in a clear, compelling way, you’ll be amazed at the results. You’ll not only get more media coverage, but you’ll also build a stronger brand, a more engaged audience, and a more successful business.

If you’re ready to transform your announcements from dry, corporate memos into compelling stories that get results, I’d love to help. Book a consultation and let’s talk about how we can craft your next great press release.

Frequently Asked Questions