Press releases are a must for organisations looking to get media attention and generate interest for a new product launch, event, or marketing campaign.
But if you don’t know how to write a press release, it’s easy to make mistakes and not see the engagement you’re after.
That’s why we’ve broken down everything you need to know about writing an effective press release that captures the attention of journalists and generates the attention and brand recognition you want.
What is a Press Release?
Simply put, a press release is an official statement sent to media outlets and journalists letting them know about something newsworthy so they can share the news with their audience — your potential customers.
It's how most journalists prefer to get their information and sources for news stories, according to PR Newswire.
A press release can be about a product launch, an event announcement, a new partnership, a grand opening, or other major update within your company.
Press releases are an important part of any public relations strategy, and can lead to press coverage, third-party blog articles, references on podcasts, and social media mentions — all ways to increase your brand exposure and engagement.
The Structure of a Good Press Release Template
A well-structured press release should provide journalists with a clear and concise overview of the key information, making it easy for them to quickly scan for relevant facts.
The standard press release format has a clear headline, concise lead paragraph, logical body paragraphs, boilerplate about the organisation, and contact information.
Headline
Your headline sets the tone for the entire press release — first impressions count!
Aim for a short, eye-catching message for your headline, capturing intrigue without being too vague.
It’s also worth adopting some SEO techniques for your headline — including your focus keyword can help you generate some organic web traffic if you post your press release to your website, and it can help readers better understand the topic of your press release.
The overall goal is to offer something compelling that readers and journalists can grasp immediately without feeling overwhelmed.
Lead Paragraph
The lead paragraph (or “lede”) should sum up the key facts using the “5 Ws”: Who, What, When, Where, and Why.
You don’t need to spend paragraphs explaining who your company is or adding fluffy background information — just get straight to the point in the opening paragraph to hook the journalist and give them enough context early on so they can decide whether your story’s newsworthy.
If you bury important details too far down, you risk losing their interest.
Body Paragraphs
The body of your press release fleshes out the essential information introduced in your lead, including:
- Quotes from executives or spokespersons, offering perspective or emotion;
- Statistics or data that highlight the importance of your news;
- Details about your product launch, event, or partnership;
- Background information on the company or topic to give additional context.
Boilerplate
Think of the boilerplate as a concise company bio — if you have a standard “About Us” paragraph, you can use this as a starting point for your boilerplate, but make sure to keep it brief (2-3 sentences is ideal).
The boilerplate typically appears at the bottom of the press release as the last paragraph, introducing who you are, what you do, and why it matters.
Contact Information
Journalists interested in your story will need to reach you quickly, so be sure to include your contact details for media inquiries, including:
- Name and title of your PR (public relations) or communications contact
- Phone number
- Email address
- Company website URL
- Social media handles (if relevant)
How to Write Press Releases
Now you know the essential components that press releases follow, let’s delve into the process step by step.
Step 1 - Find Your Angle
Your press release needs a newsworthy angle.
Start with the reason for your announcement: does your new product solve a longstanding problem? Are you announcing a partnership that impacts the industry? Does your event tie in with a trending topic or holiday? Are you celebrating an expansion with a grand opening press release?
Once you know your ‘why’, you can use that to dictate the focus of the press release — journalists (and their audience) are typically more drawn to the ‘why’ than the ‘how’.
Step 2 - Write a Compelling Headline
As we mentioned above, your press release headline is the first thing the journalist sees, so you have to capture their attention straight away.
There are a few tips for making your headline compelling and eye-catching, so keep these in mind:
- Keep it under 70 characters so it’s easy to skim — this also makes it easier to share on social media, so nothing gets cut off.
- Write in an active voice, using active verbs like “launches” and “announces”.
- Make it unique — journalists see hundreds of press releases each month (sometimes each week), so opt for something unique, leaning into your angle.
- Include statistics where possible — numbers can help quantify how big your news is.
Want to see it in practice? Here are a couple of good and bad press release examples:
- Good headline: “Local Nonprofit Raises £50,000 to Support Wildlife Preservation Efforts” (clear and concise, includes a statistic that adds weight)
- Bad headline: “Nonprofit Has Great Success and Needs More Support” (vague and lacks specifics)
Step 3 - Craft a Strong Lead Paragraph
The lead paragraph sets the stage.
Immediately answer the ‘5 Ws’ to give your reader the gist in one or two sentences, for example:
“[Your Company] today announced a new partnership with [Other Company] to develop bold new tech solutions in renewable energy. The partnership, unveiled at the [Conference] in London, aims to reduce carbon emissions by 30% within the next five years.”
You can also start your press release with a controversial, bold, or thought-provoking sentence or question for your opening line, like "What if renewable energy could be installed in minutes?".
Step 4 - Write the Rest of the Press Release
Once your lead is clear, expand on it with:
- Supporting details: Provide data, additional context, or an interesting anecdote.
- Quotes: Let your CEO or spokesperson speak in their own voice. Journalists often use quotes verbatim.
- Time of release: If you're keeping some information on hold from the public for now, but want to allow news outlets enough time to create their media coverage, this is important to include. You can mention whether it's for "immediate release" or "to be released on [Date]".
- Relevant background: Share a bit of history or context, but don’t overload the reader with unnecessary details.
- Write in short paragraphs: So it's easier to read on a digital device — most journalists will be reading on their laptops or phones.
- Your brand's tone of voice: Press releases don’t have to be dry — your brand tone of voice helps journalists understand your offering and brand better, so don’t be afraid to use your tone of voice throughout.
Step 5 - Add Multimedia
Images and videos can significantly boost engagement, so make sure to include either a product shot, event photo, or infographic.
If possible, add a short video clip demonstrating your product or showcasing a brief interview with your founder or relevant industry personalities.
Press releases that include a strong visual element enjoy up to 68% more views, according to PR Newswire.
Step 6 - Edit & Proofread
If you’re not a writer or if it's your first press release, it can help to have another person proofread it before you send it out into the world.
Poor spelling, incorrect grammar, and an inconsistent tone of voice can undermine your message and deter the journalist from reading it, so proofreading is essential.
If you are proofreading yourself, reading it aloud can be handy.
How to Optimize Your Press Release for SEO
With much of the world’s news consumption happening online, optimising your press release for search engines can increase visibility, so here are a few tips to SEO your press release:
- Identify relevant keywords: Tools like Google Keyword Planner, Ahrefs, or SEMrush can help you find what your audience is searching for — pick 1-2 primary keywords and a few secondary (semantic) ones, but don’t get carried away.
- Use keywords (but not too much): Include your chosen keywords in your headline, lead paragraph, and body — but don’t force them if they don’t sound natural. If, when you’re reading your press release aloud, they sound clunky or out of place, don’t include them, or tweak the phrasing — readability is more important.
- Include relevant internal links: Link to relevant pages on your website using descriptive anchor text — like using ‘See our dedicated event page’ instead of ‘Click here’.
- Include relevant external links: Linking to external sources (if they add value or context) can be beneficial, to add credibility.
- Use monitoring and analysis tools: A media monitoring platform like Streem can help track where your press release is picked up, monitor keywords, and gauge audience sentiment — this data is invaluable for refining future releases and ensuring a successful launch or campaign.
How to Distribute the Press Release
Now you’ve written your press release, that's only half the battle. But what's next?
If you have a PR agency, they can help find the best media outlets to share your announcement.
But if you’re doing it by yourself, you can still see success from your press release, it just might take more time and effort.
Start by researching journalists, bloggers, and social media influencers in your industry with an audience that you’d like to hear your news.
Next, start your outreach — personalised messages for each contact is a good idea to increase the chance that they’ll read and share your news with their audience.
If you don’t have time to research and reach out to relevant media outlets, a press release distribution service, like Streem, can instantly deliver your news to hundreds of media professionals and editors, helping you achieve broader reach, and increasing your potential for meaningful media coverage.
Beyond formal channels, you can also social media to amplify your announcement even further by sharing it on platforms such as LinkedIn, X (Twitter), Facebook, or Instagram.
If relevant, tag specific journalists or influencers who might find your news compelling, but remember to keep it targeted and respectful to avoid oversaturation.
Don't Forget to Follow-Up
Journalists get hundreds of press releases each month — sometimes each week.
It’s easy for yours to get lost in a sea of emails.
Our advice is to wait a week after sending your press release, then, if you haven’t had a response or seen any news from that outlet, send a polite follow-up message.
If it’s more time-sensitive, a couple of days should be long enough to wait before you chase.
Keep your follow-up message short and sweet — don’t pressure them, but just check that they received your message and ask whether they need more information.
It’s also worth referencing something specific about the journalist’s recent, relevant work to show your appreciation for their time and their work.
How to Measure the Success
A successful press release creates more than just buzz — it brings tangible results.
One way to gauge its impact is by examining media mentions, which you can track using a monitoring service like Streem to see which outlets picked up your news and how they framed it.
Another indicator is website traffic; checking referral data in Google Analytics will reveal whether you’re seeing spikes from media coverage or social media posts.
You should also look at social media shares and conversations around your announcement to see if it’s resonating with your audience.
Using unique links or codes can help with tracking the success of your press release, too — you could create a landing page for your press release only, so any traffic to and conversions from that page can be directly attributed to the press release.
Common Mistakes to Avoid
There are some pitfalls to look out for when creating press releases, so keep your eyes open for:
- Jargon: Using jargon can quickly alienate those unfamiliar with your industry, so keep your language choices clear and direct.
- Burying the lead: If readers have to sift through paragraphs before discovering the news, you risk losing them; so cut to the chase in the first paragraph.
- Skipping media contact information: Journalists need a straightforward way to get in touch should they have questions or want to schedule an interview.
- Not fact-checking statistics: Make sure you include accurate information — if you're not sure about an external statistic or claim, don't include it.
- Writing it as a sales pitch: Journalists are looking for strong news angles, not overt promotions (they’re not your target audience for your product or service, so you’re not looking to convert them).
Conclusion
An engaging press release can make all the difference to your brand — many companies have seen that just one well-crafted press release can send lots of attention their way.
That’s why it’s vital to take the time to craft it for clarity, conciseness, and credibility.
Your news is worth sharing, you just need to find your message.
And with the help of Streem, you can reach out to the best media outlets and track the performance of your press release easily, for great results time and time again.
FAQ
How long should a press release be?
A typical press release word count is between 300-600 words — keep it short, with enough detail to capture the journalist’s interest, but not so long that you lose their attention.
What is the difference between a press release and a media advisory?
Press releases provide more information than media advisories.
Where most press releases are for events, launches, or other announcements, media advisories are usually sent to alert media outlets to invite them to an upcoming event or press conference.
When should I send out a press release?
Midweek (Tuesday through Thursday) mornings tend to have higher open rates.
Avoid late Fridays or weekends, when journalists are less likely to check their inboxes.
Should I use free press release templates?
There's nothing wrong with using a free press release template so you're not staring at a blank page, as long as they follow the boilerplate we've described above. But don't just copy what's already in the template, replacing the key details - journalists have read a lot of press releases and will notice. Be unique and let your brand's tone of voice shine through.
Is it worth it to hire a PR agency?
It depends — public relations agencies have established relationships with media outlets, with press distribution services, and can help with media pitches and press releases, but they often come with a high price tag.