How to Write a Press Release That Gets Noticed: The Ultimate Guide
In today’s crowded media landscape, getting your message in front of the right audiences has never been more challenging. Whether you’re launching a new product, announcing a significant company milestone, or sharing newsworthy information, a well-crafted press release remains one of the most effective tools in your marketing arsenal.
Yet many marketing professionals and business owners struggle with press release writing, unsure of the proper format, content requirements, or distribution strategies that will actually get their news picked up by journalists and media outlets.
As a digital marketing consultant who has helped countless businesses amplify their announcements, I’ve seen firsthand how the right press release can generate media coverage, boost brand visibility, and drive meaningful business results. I’ve also witnessed the disappointment when poorly constructed releases get completely ignored.
In this comprehensive guide, I’ll walk you through everything you need to know about creating press releases that actually work, from structure and formatting to writing tips and distribution strategies.
Need help crafting press releases that get results? Let Daniel Digital help you develop a press strategy that aligns with your overall marketing goals. Schedule a consultation today.
Table of Contents
- Understanding Press Release Fundamentals
- The Essential Press Release Structure
- Writing Tips for Compelling Press Releases
- Press Release Examples and Templates
- Distribution Strategies That Work
- How to Measure Press Release Success
- Common Press Release Mistakes to Avoid
- Integrating Press Releases Into Your Marketing Strategy
- Frequently Asked Questions
Understanding Press Release Fundamentals
Before diving into the mechanics of writing a press release, it’s crucial to understand what this tool is and how it functions in the media ecosystem.
A press release is an official statement issued to news outlets providing information about a specific matter. Its purpose is to gain media coverage and inform target audiences about something newsworthy related to your business or organization.
The key word here is newsworthy. Journalists receive hundreds of press releases daily, and they’re looking for stories that will interest their readers, viewers, or listeners. Your announcement must have genuine news value to stand a chance of being picked up.
| Newsworthy Press Release Topics | Why They Work | Examples |
|---|---|---|
| Product Launches | Introduces something new to the market | New technology, innovative solution, unique service |
| Business Expansions | Shows growth and economic impact | New locations, hiring initiatives, market expansion |
| Partnerships & Mergers | Indicates industry movement and change | Strategic alliances, acquisitions, collaborations |
| Awards & Recognition | Establishes credibility and excellence | Industry awards, certifications, notable achievements |
| Research & Data | Provides valuable insights and information | Industry studies, consumer surveys, trend reports |
| Community Initiatives | Demonstrates social responsibility | Charitable work, sustainability efforts, local involvement |
Understanding the media landscape and what constitutes “news” in your industry will help you determine when a press release is the right communication vehicle and how to angle your story to maximize interest.
Not sure if your announcement is newsworthy? Our team at Daniel Digital can help evaluate your press opportunities and develop compelling angles. Contact us for expert guidance.
The Essential Press Release Structure
A properly formatted press release follows a specific structure that journalists expect. This standardized format helps media professionals quickly scan your release for relevant information and determine whether it’s worth covering.
Here’s the essential press release structure:
- Headline: A clear, attention-grabbing title that summarizes the news (keep under 10 words when possible)
- Subheadline: (Optional) Additional context or supporting information about the announcement
- Dateline: City, state, and release date
- Lead Paragraph: The most crucial information answering the who, what, when, where, why, and how
- Body Paragraphs: Supporting details, quotes, and context
- Boilerplate: Standard company information
- Contact Information: Media contact details
- End Notation: Traditionally “###” or “-30-” to indicate the end of the release
| Press Release Element | Purpose | Best Practices |
|---|---|---|
| Headline | Captures attention and summarizes the news | Use active voice, include your most impactful information, limit to 10-15 words |
| Lead Paragraph | Provides the essential information | Answer the 5Ws + H (who, what, when, where, why, how), keep under 25 words if possible |
| Quotes | Adds human element and credibility | Include quotes from relevant figures, ensure quotes add value not fluff |
| Body Content | Provides context and supporting details | Use inverted pyramid style (most important info first), keep paragraphs short |
| Boilerplate | Provides consistent company information | Craft once and use consistently, include company mission and key facts |
The press release format has evolved slightly in the digital age, with some releases now including multimedia elements, social media handles, and website links. However, the core structure remains largely unchanged as it efficiently delivers information in the way journalists prefer to receive it.
Writing Tips for Compelling Press Releases
Once you understand the structure, it’s time to focus on the writing itself. The quality of your writing dramatically impacts whether your release gets noticed or ignored. Here are essential press release tips to improve your writing:
Perfect Your Headline
Your headline must grab attention while clearly communicating what the release is about. Avoid clickbait tactics, but don’t be afraid to make bold, factual statements that highlight the news value.
Strong headlines often:
- Include relevant numbers or statistics
- Mention the company name when relevant
- Use active voice and strong verbs
- Highlight benefits or impacts
Master the Lead Paragraph
Many journalists only read the headline and first paragraph before deciding whether to continue. Your lead paragraph should answer the essential questions about your announcement (who, what, when, where, why, how) in a concise, compelling way.
Use Quotes Strategically
Quotes add a human element to your release and provide journalists with ready-made content for their stories. Include quotes from relevant figures such as executives, experts, or customers, but make sure the quotes add value rather than stating the obvious.
Keep It Concise
The ideal press release length is 300-500 words. Anything longer risks losing the reader’s attention. Be ruthless in editing out unnecessary words, sentences, or paragraphs that don’t directly support your news angle.
Write in Third Person
Press releases are written in the third person, even when quoting company representatives. Avoid using “I” or “we” outside of direct quotes.
Use Data and Facts
Support your announcement with relevant statistics, research findings, or hard numbers that add credibility and news value to your story.
Struggling with press release writing? Daniel Digital offers professional copywriting services specifically for press materials. Get in touch today to elevate your media communications.
Press Release Examples and Templates
Examining effective press release examples can provide valuable insights into what works. Here’s a basic template followed by tips on customizing it for different types of announcements:
[HEADLINE: Clear, Attention-Grabbing Title] [Optional Subheadline: Supporting information or context] [CITY, STATE] [DATE] — [First paragraph containing the most important information about the announcement] [Second paragraph providing additional context, background, or details] "[Quote from company representative providing perspective or reaction]," said [Name, Title] of [Company]. [Additional paragraph with supporting information, statistics, or relevant details] "[Optional second quote from another stakeholder, customer, or industry expert]," said [Name, Title]. [Final paragraph with any remaining information, future plans, or call to action] About [Company Name] [Standard boilerplate language about the company, including when founded, what it does, mission statement, and any notable achievements] Contact Information: [Media Contact Name] [Title] [Email] [Phone] ###
Let’s look at how this template might be adapted for specific types of announcements:
| Announcement Type | Key Adaptations | Special Considerations |
|---|---|---|
| Product Launch | Emphasize innovation, benefits, availability date, and pricing in early paragraphs | Include product specifications, images, and customer testimonials when possible |
| Executive Hire | Focus on the person’s experience, role, and how they’ll impact the company | Include professional photo and extended bio as supporting materials |
| Company Milestone | Highlight achievement, growth trajectory, and historical context | Include comparison data (then vs. now) and future projections |
| Event Announcement | Emphasize date, location, purpose, and registration information early | Include speaker information and event agenda as supporting materials |
| Research Findings | Lead with key statistics and implications of the research | Provide access to full report or detailed methodology for interested parties |
When writing your own press releases, start with the basic structure but adapt the content emphasis based on the specific type of announcement you’re making.
Distribution Strategies That Work
Even the most perfectly written press release won’t generate results if it doesn’t reach the right people. Effective distribution is crucial for press release success.
Build Your Media List
Develop a targeted list of journalists, bloggers, and media outlets who cover your industry or topic. Research the specific reporters who cover your beat and track their recent articles to understand their interests and angles.
Wire Services vs. Direct Outreach
Press release distribution services (like PR Newswire, Business Wire, or PR Web) can help get your release in front of a wide audience, but they typically come with a fee. Direct outreach to carefully selected journalists often yields better results, especially when you’ve built relationships over time.
| Distribution Method | Pros | Cons | Best For |
|---|---|---|---|
| Wire Services | Wide reach, SEO benefits, easy distribution | Expensive, no guaranteed coverage, impersonal | Major announcements, publicly traded companies, regulatory requirements |
| Direct Email Outreach | Personal connection, targeted, cost-effective | Time-consuming, requires relationship building | Industry-specific news, local announcements, exclusive stories |
| Social Media Distribution | Free, immediate, potential for sharing | Limited reach, may get lost in noise | Consumer-focused news, visual content, complementing other methods |
| Company Newsroom | Complete control, always available, supports SEO | Passive, requires traffic to your site | All announcements, creating an archive, search discoverability |
Timing Matters
Send your press releases at optimal times. Generally, Tuesday through Thursday mornings (9-11 AM) perform best. Avoid holidays, weekends, and late afternoons. Also consider industry events or news cycles that might overshadow or complement your announcement.
Follow Up Thoughtfully
Follow up once via email about 2-3 days after sending your release, but be respectful of journalists’ time and preferences. A brief, personalized note asking if they received the release and offering additional information is sufficient.
Need help getting your press releases in front of the right media contacts? Daniel Digital can help develop distribution strategies that maximize your press coverage. Contact us to discuss your media relations needs.
How to Measure Press Release Success
Understanding the impact of your press release efforts helps justify the resources invested and improves future releases. Here are key metrics to track:
- Media Pickups: The number of outlets that publish stories based on your release
- Reach/Impressions: The potential audience size based on media outlet readership or viewership
- Website Traffic: Increased visits to your website following the release
- Social Engagement: Shares, comments, and mentions related to your news
- Lead Generation: New inquiries or contacts attributed to the press coverage
- Message Penetration: Whether key messages from your release appeared in resulting coverage
| Measurement Tool | What It Tracks | How to Use It |
|---|---|---|
| Google Analytics | Website traffic, referral sources, user behavior | Create a UTM-tagged link in your release to track specific traffic |
| Media Monitoring Services | Media mentions, coverage analysis, share of voice | Set up alerts for company name and key announcement terms |
| Social Listening Tools | Social mentions, sentiment, engagement | Monitor brand mentions and announcement-related keywords |
| CRM System | Lead attribution, customer journey | Tag leads that mention press coverage or use press-specific pathways |
Establish benchmarks based on your previous releases or industry standards to determine whether your results indicate success. Remember that different types of announcements naturally generate different levels of interest.
Common Press Release Mistakes to Avoid
Even experienced marketers can fall into these common pitfalls when writing press releases:
Making It Too Promotional
Press releases are not advertisements. Excessive marketing language, superlatives, and hyperbole will turn journalists off. Stick to factual information presented objectively.
Missing the News Angle
Not everything your company does warrants a press release. If you can’t clearly identify why someone outside your company would care about the announcement, reconsider whether a press release is the right format.
Poor Headline Construction
Unclear, verbose, or misleading headlines doom your release from the start. Spend extra time crafting a headline that accurately conveys your news in an engaging way.
Burying the Lead
Don’t make readers work to find the important information. The most newsworthy aspects of your announcement should appear in the headline and first paragraph.
Including Irrelevant Information
Every word in your press release should serve a purpose. Cut anything that doesn’t directly support or explain the news you’re announcing.
Neglecting Proofreading
Spelling errors, grammatical mistakes, and factual inaccuracies undermine your credibility. Have multiple people review your release before distribution.
Integrating Press Releases Into Your Marketing Strategy
Press releases shouldn’t exist in isolation but should be part of your broader marketing and communications strategy.
Align with Content Calendar
Coordinate press releases with your content calendar and other marketing initiatives to create a cohesive message across channels.
Repurpose Content
Transform your press release content into blog posts, social media updates, email newsletters, and other marketing materials to maximize its value.
Support with Multimedia
Create supporting visual assets like infographics, photos, or videos that complement your written release and can be shared across channels.
| Marketing Channel | How to Leverage Press Release Content | Best Practices |
|---|---|---|
| Social Media | Create platform-specific announcements highlighting key points from the release | Use visuals, keep it brief, include link to full release, use relevant hashtags |
| Email Marketing | Include announcement in newsletters or send dedicated email about major news | Personalize for audience segments, focus on recipient benefits, include clear CTA |
| Company Blog | Expand on the release with additional context, stories, or detailed information | More conversational tone, include multimedia, optimize for SEO |
| Search Engine Marketing | Create PPC campaigns around newsworthy terms from your announcement | Target industry-specific keywords, direct to dedicated landing pages |
| Sales Collateral | Incorporate press coverage into pitch decks and sales materials | Focus on third-party validation and credibility elements |
By treating press releases as part of an integrated approach, you maximize their impact and ensure consistency in your brand messaging.
Want to develop a comprehensive marketing strategy that incorporates media relations? Daniel Digital specializes in creating integrated marketing plans that maximize every communication channel. Schedule your strategy session today.
Frequently Asked Questions About Press Release Writing
How long should a press release be?
The ideal press release length is 300-500 words (about one page). This is long enough to include essential information but short enough to maintain reader attention. For complex announcements, you can go up to 800 words, but be ruthless about eliminating fluff.
When is the best time to send a press release?
Tuesday through Thursday mornings between 9-11 AM in the time zone of your target media typically performs best. Avoid major holidays, weekends, and times when breaking news might overshadow your announcement.
Should I include images with my press release?
Yes, if you have relevant, high-quality images. Including 1-2 images (like product photos, executive headshots, or event images) can increase pick-up rates. Make sure to include captions and photo credits, and host high-resolution versions that media can access.
How many quotes should a press release include?
One to two quotes is standard. Include one quote from a company executive or spokesperson and, if relevant, a second quote from a customer, partner, or third-party expert. Ensure quotes add value rather than stating obvious information.
Is it worth paying for a wire service?
It depends on your announcement and goals. For major news from established companies or announcements with regulatory requirements, wire services provide valuable distribution. For smaller announcements or startups, targeted outreach to specific journalists often produces better results for less money.
How do I make my press release more likely to be picked up?
Focus on genuine news value, write a compelling headline, get to the point quickly, include relevant data or statistics, provide ready-to-use quotes, and make it easy for journalists to follow up for more information.
Final Thoughts: The Evolving Role of Press Releases
While the fundamentals of press release writing have remained consistent over time, their role in marketing and public relations continues to evolve. Today’s press releases serve multiple purposes: generating media coverage, providing content for owned channels, supporting SEO efforts, and establishing credibility with various stakeholders.
When crafted with care and distributed strategically, press releases remain a powerful tool for businesses of all sizes. By following the guidelines in this article, you’ll be well-equipped to create effective press releases that help your company achieve its communication goals.
Remember that practice makes perfect. Each press release you write is an opportunity to refine your approach based on results and feedback. Over time, you’ll develop a keen sense for what makes your specific audience of media contacts take notice.
Ready to elevate your press release strategy? Daniel Digital offers comprehensive marketing services including media relations, content development, and strategic communications planning. Contact us today to discuss how we can help amplify your company announcements and build your media presence.