How to Write a Press Release: 6 Expert Tips for Killer Results

A press release is an effective tool for public relations professionals to disseminate news and events to the media and the public. Writing a press release requires careful planning, attention to detail, and a deep understanding of the target audience. In this post, we’ll provide you with tips on how to write a compelling press release that stands out from the hundreds of releases journalists receive every day.

Crafting a Compelling Headline

The headline is the first thing that catches the eye of journalists and editors. It should be concise, attention-grabbing, and accurately reflect the content of your release. Avoid using jargon or overly complex language in your headline as it may confuse readers and reduce its effectiveness.

Organizing Information into Clear Paragraphs

Your press release should be organized into clear paragraphs with each paragraph addressing a specific aspect of your news or event. Use short sentences and avoid lengthy paragraphs as they can make it difficult for readers to follow along. Additionally, include quotes from relevant sources such as executives or industry experts to add credibility to your message.

Tailoring Your Message for Your Target Audience

Before writing your press release, research your target audience thoroughly. This will help you tailor your message accordingly and increase the chances of getting media coverage. Make sure that your message is newsworthy, relevant, and timely so that it captures the attention of journalists.

Using Concise Language and Avoiding Jargon

Journalists receive hundreds of press releases every day; therefore, it’s crucial to use concise language that gets straight to the point without unnecessary fluff or jargon. Keep in mind that journalists are looking for newsworthy information that adds value to their work.

Providing Newsworthy Information

To increase media coverage, ensure that your press release provides newsworthy information such as product launches, company expansions or mergers & acquisitions (M&A), among others. Including statistics and data can also add credibility to your message.

Pro Tip: Proofread and Edit Your Release

Before sending out your press release, proofread and edit it thoroughly. Check for spelling errors, grammatical mistakes, and ensure that the message is clear and concise. A well-written press release can lead to increased brand awareness, improved reputation, and ultimately drive business growth.

Golden Rules of Writing Press Releases: Show, Don’t Tell

The golden rule is to show, don’t tell. This means that instead of simply stating facts or making claims, you need to provide evidence and examples that demonstrate your message. By following this principle, you can create a press release that is more engaging and persuasive for your target audience.

Inverted Pyramid Structure

One effective way to structure your press release is by using the inverted pyramid. This means starting with the most important details at the top and then working your way down to less critical information. By doing this, you ensure that readers get all the essential information upfront without having to read through unnecessary details.

The first paragraph should include the who, what, when, where, why and how of your story. This will give readers an immediate understanding of what your press release is about and why they should care.

Avoid Flowery Language

Another key element of writing a successful press release is avoiding flowery language. Instead of trying to impress readers with fancy words or complex sentences, focus on providing clear and concise information. Use simple language that everyone can understand.

Using Quotes from Key Stakeholders

Including quotes from key stakeholders in your press release adds credibility and interest. It makes it more personal and provides an opportunity for people involved in the story to share their thoughts on the matter.

Relevant Statistics or Data

Adding relevant statistics or data can help support your message in a more tangible way. For example, if you’re announcing a new product launch, including data about market demand or customer feedback can help validate its potential success.


Remember that journalists are busy people who receive hundreds of emails every day. Keep your press release concise and to the point so they can quickly understand what’s happening without having to sift through irrelevant information.

Press Release Structure

Finally, it’s crucial to follow standard press release structure. This includes a headline, subheadline, dateline, lead paragraph, body paragraphs and boilerplate. By adhering to this structure, you make it easier for journalists to quickly understand your story and decide whether it’s worth covering.

Crafting an Appealing Press Release Headline: Tools for Crafting a Press Release

The press release headline is the first thing that readers see when they come across your press release. It’s the hook that draws them in and entices them to read more. Therefore, it’s important to craft a compelling and attention-grabbing headline that accurately reflects the content of your announcement.

Fortunately, there are various tools available online that can help you generate ideas for your press release headline. These tools analyze your headline and provide suggestions on how to improve it based on factors such as length, emotional impact, and readability.

One such tool is HubSpot’s Blog Topic Generator. This tool allows you to enter keywords related to your announcement and generates multiple headlines based on those keywords. You can then choose the one that best fits your message.

Another useful tool is CoSchedule’s Headline Analyzer. This tool analyzes your headline based on several factors including word balance, length, sentiment, and more. It then provides a score out of 100 along with suggestions for improvement.

Google Trends is another valuable tool for crafting a press release headline. With Google Trends, you can see what topics are currently trending in your industry or niche and incorporate them into your headline. By doing so, you increase the chances of your press release being seen by a wider audience.

When crafting a press release headline using these tools, it’s important to keep in mind the target audience of your announcement. Use language and tone that will resonate with them while also accurately reflecting the content of the announcement.

In addition to using these tools, there are other strategies you can use to make sure your press release stands out from others in its field:

  1. Keep it concise – Try to keep the headline under 15 words if possible while still conveying all necessary information.
  2. Use strong action verbs – Verbs like “launch,” “announce,” or “reveal” add excitement and urgency to your headline.
  3. Include numbers or statistics – Numbers and statistics add credibility and interest to the headline. For example, “5 Tips for Boosting Sales” or “New Study Finds 75% of Americans Prefer Organic Produce.”
  4. Use humor or puns – If appropriate for your announcement, using humor or a clever pun can make your headline more memorable.

It’s important to note that while these tools and strategies can help you craft a compelling press release headline, they should not be relied on solely. Ultimately, the goal of your press release headline is to accurately reflect the content and value of your announcement while also enticing readers to click through and read more.

In addition to crafting a strong press release headline, it’s also important to use a well-designed press release template. A good template will help you organize your information in a clear and concise manner while also making sure all necessary information is included.

Create a Stunning Headline: Announce the Story and Capture Attention

Headlines are the first thing that editors and readers see when they come across a press release. Therefore, it is crucial to make sure that your headline is attention-grabbing enough to make them pay attention. A good headline should announce the story and capture attention, encouraging people to read on.

The subject line of your email should also be compelling as it’s the first thing an editor will see when you pitch your press release. It should be short and sweet, yet powerful enough to pique their interest.

When crafting a headline, think about the story you want to tell and how you can sum it up in a few words. The headline should give readers an idea of what they can expect from the article without giving away too much information.

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One way to create a stunning headline is by using numbers or statistics. For example, “10 Tips for Creating Stunning Headlines” or “Increase Your Click-Through Rate by 50% with These Headline Hacks.” This type of headline immediately grabs attention because it promises valuable information that readers can use.

Another effective strategy is using emotional triggers in headlines. Emotions such as fear, curiosity, excitement, or anger can motivate readers to click on your article. For instance, “Are You Making These Common Mistakes in Your Headlines?” or “Discover the Shocking Truth About Headlines That No One Talks About.”

It’s important not to mislead readers with sensationalist headlines that don’t deliver on their promise. Such headlines may attract initial clicks but will eventually damage your credibility if they fail to provide value.

A great way to ensure that your headlines are compelling is by hiring a professional writer or editor who specializes in creating killer headlines. They have experience crafting engaging titles that hook readers’ attention while accurately representing the content of the article.

Put Your Most Important Information First: Lessons from the First-Ever Press Release

The first-ever press release was issued by Ivy Lee in 1906 for a Pennsylvania Railroad train derailment, setting a precedent for putting the most important information first. This strategy has been followed ever since because it is an effective way to capture readers’ attention and convey the most critical information upfront.

When writing a press release, the opening paragraph should include the who, what, when, where, and why of the announcement. The first sentence should contain the most important information to ensure that readers don’t miss it. By doing so, you can quickly establish credibility with your audience and make sure that they understand what you’re trying to say.

For example, if you’re announcing a product launch or grand opening event, highlight the unique features or benefits of the new product or service in the first paragraph. This will help capture readers’ attention and encourage them to read further. You could also mention any special promotions or discounts that will be available during the event.

When announcing a new hire, mention their relevant experience and qualifications in the first sentence to establish credibility. This will help readers understand why this person is qualified for their new role and what they bring to your organization.

Remember that the purpose of a press release is to inform the public about something newsworthy. As such, it’s essential to make sure that your press release contains all of the necessary information in an easily accessible format. Make sure that you use simple language and avoid jargon whenever possible so that everyone can understand what you’re saying.

In addition to putting your most important information first, there are other tips on how to write an effective press release. For example, using quotes from key stakeholders can add credibility and interest to your announcement. Including statistics or social proofs can also be helpful in demonstrating why your news is significant.

It’s also essential to keep your target audience in mind when writing a press release. If you’re targeting journalists or industry experts, then you’ll want to use more technical language and provide detailed information. However, if you’re targeting the general public, then you’ll want to use simpler language and focus on the benefits of your announcement.

Finding a Newsworthy Angle: Start with a Relevant Topic

Start with a Relevant Topic: Finding a Newsworthy Angle

In today’s fast-paced world, where information is available at our fingertips, it is essential to create content that stands out and grabs the attention of news outlets. A press release should be newsworthy to make an impact and reach your target audience. One way to achieve this is by starting with a relevant topic that is timely and interesting.

Using Keyword Research Tools

Keyword research tools can help you find trending topics related to your industry. These tools provide insights into what people are searching for online, giving you an idea of what topics are popular and relevant. By using these tools, you can identify keywords that are relevant to your business and create content around them.

Avoid Jargon or Technical Terms

While creating content around trending topics, it’s important to avoid using jargon or technical terms that may not be easily understood by the general public. This can alienate your audience and reduce the chances of your press release being picked up by news outlets.

Unique Angle

To make your press release stand out from others in the same industry, consider taking a unique angle on a topic that has already been covered in the news. This could involve providing additional context or presenting new information that hasn’t been previously reported.

Impact on Community, Industry or Society

When choosing a topic for your press release, consider its impact on the community, industry or society as a whole. News outlets are more likely to pick up stories that have broader implications beyond just one company or individual.

Examples of Newsworthy Topics

Let’s take a look at some examples of newsworthy topics:

  1. Launching a new product – If you’re launching a new product, focus on how it will benefit customers and why it’s different from other products in the market.
  2. Partnership announcement – Announcing partnerships with other companies can be newsworthy if they have significant implications for both businesses.
  3. Industry trends – Writing about emerging industry trends can be newsworthy if you provide insight into what these trends mean for your industry and how they will impact businesses.
  4. Company milestones – Celebrating company milestones, such as reaching a significant revenue milestone or opening a new office, can also be newsworthy.
  5. Social responsibility initiatives – Highlighting social responsibility initiatives, such as charitable donations or environmental sustainability efforts, can attract attention from news outlets that cover these topics.

To further increase the chances of your press release being picked up by news outlets, consider including social proof. This could include quotes from industry experts or customers who have benefited from your product or service. Including statistics that support your claims can also add credibility to your press release.

Tips on How to Write a Press Release

Use a Press Release Template to Ensure You Cover All Necessary Information

It can be easy to get lost in the details and forget some important information. That’s why using a press release template can be incredibly helpful. A good template will ensure that you cover all the necessary information and help you structure your press release in a way that is clear and concise.

There are many different templates available online, so it’s important to find one that works for you. Some templates may include more sections than others, but most will include the following:

  • Headline: This should be attention-grabbing and give readers an idea of what your press release is about.
  • Summary: This should provide a brief overview of the content of your press release.
  • Body: This is where you’ll provide more detailed information about your news or announcement.
  • Boilerplate: This is a short paragraph at the end of your press release that provides background information about your company or organization.
  • Contact Information: Make sure to include contact information for someone who can answer questions or provide further information.

Follow a Clear Press Release Structure: Headline, Summary, Body, Boilerplate, and Contact Information

In addition to using a template, it’s important to follow a clear press release structure. This means starting with an attention-grabbing headline that gives readers an idea of what they can expect from your press release. Your summary should then provide a brief overview of the content of your press release.

The body of your press release should go into more detail about your news or announcement. Make sure to use clear language and avoid jargon or technical terms that may not be familiar to everyone.

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At the end of your press release, make sure to include a boilerplate paragraph that provides background information about your company or organization. Finally, don’t forget to include contact information for someone who can answer questions or provide further information.

Look for Good Press Release Examples to Get Inspiration and Learn from the Pros

One of the best ways to improve your press release writing is to look at good press release examples. This will give you an idea of what works and what doesn’t, and can help you identify areas where you can improve.

There are many different places where you can find good press release examples. Some options include:

  • Industry publications: Look for press releases in industry publications that cover your area of expertise.
  • Competitor websites: Check out the press releases on your competitors’ websites to see how they’re promoting their news or announcements.
  • Press release distribution services: Many press release distribution services have a section on their website where you can browse recent press releases.

Research Media Outlets That Are Relevant to Your Industry and Target Audience

It’s important to target media outlets that are relevant to your industry and target audience. This will increase the chances that your news or announcement will be picked up by journalists or bloggers who are interested in your topic.

Start by doing some research online to identify media outlets that cover topics related to your industry or niche. You can also use tools like Cision or Muck Rack to search for journalists who cover specific topics.

Personalize Your Emails When Sending Out Press Releases to Increase the Chances of Getting Noticed

When sending out press releases via email, it’s important to personalize each email as much as possible. This means addressing the recipient by name and referencing their previous work if possible.

Personalizing your emails will make them stand out from all the other generic pitches that journalists receive every day. It shows that you’ve done your research and are genuinely interested in working with them.

Don’t Underestimate the Power of Email – Even The New York Times Accepts Press Releases via Email

Finally, don’t underestimate the power of email when it comes to distributing your press release. Even major media outlets like The New York Times accept press releases via email.

Make sure to follow up with journalists or bloggers who express interest in your news or announcement. This will help you build relationships and increase the chances that they’ll cover your story in the future.

Best Press Release Examples

Press releases are an essential tool for businesses and organizations to communicate with the media and the public. A well-crafted press release can help you get your message across and generate buzz around your brand, product, or service. However, writing a compelling press release is not easy, especially if you’re new to the game. That’s why it’s always helpful to look at some of the best press release examples out there to get inspiration and guidance on how to craft your own.

Apple’s Press Release for iPhone 12

One of the most talked-about press releases of 2020 was Apple’s announcement of its latest iPhone model, the iPhone 12. The press release was a masterclass in storytelling, showcasing Apple’s ability to create hype around its products. The headline alone – “Apple unveils iPhone 12 and iPhone 12 mini with 5G technology” – was enough to grab people’s attention.

The press release went on to provide all the juicy details about the new phone models, including their design features, camera capabilities, and performance improvements. What made this press release stand out was its use of visuals – high-quality images that showed off the phones’ sleek design and stunning display.

Tesla’s Press Release for Model S Plaid

Another company that knows how to create buzz around its products is Tesla. In June 2021, Tesla announced its latest addition to its electric car lineup: Model S Plaid. The accompanying press release was short but sweet – only two paragraphs long – but it packed a punch.

The first paragraph introduced the new model as “the fastest accelerating car ever” while also highlighting some of its key features such as a tri-motor setup and a range of over 390 miles per charge. The second paragraph focused on pricing information and availability dates.

What made this press release effective was its simplicity – it got straight to the point without any fluff or filler. It also used strong language and superlatives to create excitement around the product.

Nike’s Press Release for Colin Kaepernick Campaign

Sometimes, a press release can be more than just a product announcement – it can be a statement about your brand’s values and beliefs. That’s what Nike did in September 2018 when it announced its partnership with former NFL quarterback Colin Kaepernick.

The press release was short but powerful, featuring a black-and-white image of Kaepernick with the caption “Believe in something. Even if it means sacrificing everything.” The press release went on to explain that Kaepernick would be one of the faces of Nike’s “Just Do It” campaign, which aimed to encourage people to pursue their dreams and stand up for what they believe in.

This press release was effective because it tapped into a cultural moment and aligned Nike with a controversial figure who stood for something bigger than just sports. It also used an iconic image and simple yet powerful messaging to get its point across.

How to Write a Press Release for an Event

Crafting a Press Release for an Event: A Comprehensive Guide

Press releases are an essential tool in the arsenal of any event planner. They serve as a way to promote your event, attract attendees, and generate media coverage. A well-written press release can help you get the word out about your event and make it stand out from the crowd. In this section, we will discuss how to write a press release for an event that is sure to grab attention.

Target Audience

Before writing a press release, it’s important to identify your target audience. Who do you want to reach with your message? Are you targeting local media outlets or national publications? Knowing your target audience will help you tailor your message and increase the chances of getting coverage.


The headline is perhaps the most critical part of a press release. It should be attention-grabbing and concise while also conveying the key message of your event. Use action verbs and avoid using jargon or buzzwords. Make sure it’s clear what the event is about and why it’s newsworthy.


The introduction should provide more detail about the event while still being engaging enough to keep readers interested. It should answer questions such as who, what, when, where, why, and how in a concise manner. Avoid using industry jargon or technical terms that may not be familiar to everyone.


In the body of the press release, expand on the details provided in the introduction. Include quotes from organizers or participants that highlight what makes this event unique or exciting. Use statistics or social proof if available to demonstrate why this event is worth attending.


Include all relevant details about the event such as date, time, location, ticket prices (if applicable), contact information for organizers or sponsors, etc., in a separate section at the end of the press release.


Use short paragraphs with subheadings whenever possible to break up long blocks of text. Use bullet points to highlight key information or statistics. Include images or videos if available to make the press release more visually appealing.

Press Release Template

While there is no one-size-fits-all press release template, there are some general guidelines that can help you structure your content effectively. Here is a basic outline:

  • Headline
  • Introduction
  • Body
  • Details
  • Contact Information
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Include Quotes from Real People: Adding Credibility to Your Press Release

Including direct quotes from real people in your press release can add credibility to your story. Quotes from company executives, new hires, or business owners can provide a source of authority for your message. A well-placed quote can help to humanize your story and make it more relatable to readers.

When selecting a person to quote, consider their relevance to the story and their position within the company or industry. For example, if you are writing about a new product launch, including a quote from the CEO or head of product development can provide valuable insight into the process behind creating the product and why it is important.

It’s important to avoid using quotes from friends or family members as they may not be seen as objective sources of information. While they may have good things to say about your company or product, readers may view their opinions as biased.

Make sure to attribute each quote to the appropriate person and include their job title or affiliation for added credibility. This helps readers understand why this person is qualified to speak on the topic at hand.

In addition to adding credibility, including direct quotes from real people can also make your press release more interesting and engaging for readers. It breaks up long blocks of text and adds a personal touch that can help draw readers in.

For example, if you’re writing about a new restaurant opening in town, including quotes from the chef or owner about what inspired them to open the restaurant and what sets it apart from others in the area can help paint a picture for readers and make them feel more connected to the story.

Including social proof such as testimonials from satisfied customers can also be effective in adding credibility and making your press release more engaging. If you have positive reviews on sites like Yelp or Google My Business, consider including excerpts in your press release with attribution to the reviewer.

Statistics can also be effective in adding credibility and making your press release more interesting for readers. For example, if you’re announcing a new product launch, including statistics about the market size or projected sales can help readers understand the significance of the announcement.

Target Your Distribution: Know Your Audience

Identify Your Target Audience Before Distributing Your Press Release

One of the most important aspects of writing a press release is knowing your target audience. Identifying your target audience before distributing your press release can help you tailor your message to their interests and needs, increasing the likelihood that they will read it and take action.

When identifying your target audience, consider demographics such as age, gender, income level, education level, and occupation. Also consider location and industry. For example, if you are promoting a new restaurant in a specific city or region, you would want to focus on local media outlets and publications that cater to foodies in that area.

Tailor Your Press Release to the Interests and Needs of Your Target Audience

Once you have identified your target audience, tailor your press release to their interests and needs. Use language that resonates with them and highlights how your product or service can benefit them specifically.

For example, if you are targeting a younger demographic with an interest in sustainability, emphasize how eco-friendly your product or service is. If you are targeting an older demographic with health concerns, highlight the health benefits of using your product or service.

Consider Demographics, Location, and Industry When Selecting Distribution Channels

When selecting distribution channels for your press release, consider the demographics, location, and industry of your target audience. This will help ensure that your message reaches the right people through the right channels.

For example, if you are targeting a younger demographic interested in technology news and trends, social media platforms like Twitter or LinkedIn may be more effective than traditional print media outlets. On the other hand, if you are targeting an older demographic interested in finance news and trends , print media outlets such as newspapers or magazines may be more effective.

Use Targeted Marketing to Reach Specific Audiences

In addition to selecting appropriate distribution channels based on demographics ,location,and industry ,you can also use targeted marketing techniques to reach specific audiences. This includes advertising on industry-specific publications or social media groups.

For example, if you are promoting a new software product for accountants, consider advertising on accounting-focused websites and forums. Similarly, if you are promoting a new fashion line, consider partnering with fashion bloggers or influencers to reach your target audience.

Keep in Mind That Your Press Release May Be Read by Both Industry Professionals and the General Public

When writing a press release, it’s important to keep in mind that your message may be read by both industry professionals and the general public. This means that you should avoid using overly technical language or jargon that may not be understood by those outside of your industry.

At the same time, you should also ensure that your message is informative and detailed enough to appeal to industry professionals who may be looking for more in-depth information about your product or service.

Aim for Acquisition By Targeting Potential Customers or Clients With Your Press Release

Ultimately, the goal of any press release is to generate interest and drive acquisition. To achieve this goal, focus on targeting potential customers or clients with your press release.

This means highlighting how your product or service can solve their problems or meet their needs. Use social proofs such as customer testimonials , case studies ,or statistics to demonstrate the effectiveness of your product or service.

Conclusion for Tips on How to Write a Press Release and the Points Above

Writing a press release is an essential skill that every marketer, business owner, or PR professional should have. It can help you get your brand noticed by journalists, bloggers, and potential customers. However, writing an effective press release requires more than just putting words together; it involves crafting a compelling story that captures the attention of your audience.

In this post, we have covered various tips on how to write a press release that will help you create engaging content. We started by discussing the golden rule of writing press releases: show, don’t tell. Instead of telling your audience about your product or service’s features, show them how it can solve their problems.

We also talked about crafting an appealing headline using tools such as CoSchedule Headline Analyzer to ensure that your headline is catchy and attention-grabbing. Remember to announce the story and capture attention in your headline.

Putting your most important information first is another crucial tip we discussed in this post. This approach helps journalists and readers understand what the story is all about quickly.

Finding a newsworthy angle is also essential when writing a press release. You need to start with a relevant topic that resonates with your target audience.

We provided tips on how to write quotes from real people and why adding credibility to your press release is necessary. Including quotes from industry experts or satisfied customers can add value to your content.

Lastly, we talked about targeting distribution channels based on knowing who your audience is. Knowing where they are consuming news can help you tailor distribution accordingly.

By following these tips on how to write a press release effectively, you can create engaging content that captures the attention of journalists and potential customers alike.

Remember always to keep in mind E-A-T (Expertise-Authoritativeness-Trustworthiness) when creating long-form content like this blog post. By showcasing our expertise in Google SEO and experience in long-form content creation, we hope to have provided valuable insights on how to write a press release that will help you get your brand noticed.

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