A journalist on a busy desk receives dozens of press releases a day and decides on each one in a few seconds. Most are deleted after the subject line. The ones that survive have something in common: they read like news, not like advertising. This guide walks through how to write a press release that earns a second look, and what to do once it is written.
First, check that it is news
Before writing a single line, ask the question an editor will ask: why would our readers care, and why now? A product launch, a new office or an anniversary is important to you, but it only becomes news when it connects to something larger.
A story usually has news value when it has at least one of these:
- Impact: it changes something for customers, a sector or a city.
- Novelty: it is a first, a record or a clear departure from the usual.
- Timeliness: it ties into a current debate, a season or a regulation coming into force.
- Proximity: it matters to the publication’s own region or audience.
- Data: it brings figures that no one else has published.
If you cannot name one, the release is probably not ready. Sometimes the fix is to find the real angle: not “Company X opens a new warehouse”, but “New warehouse cuts delivery times in the region from three days to one”.
Write the headline last, but write it well
The headline and the email subject line do the same job: they must tell the whole story in one line. Keep it under about ten words, use an active verb and put the most concrete fact first. Avoid superlatives such as “leading”, “innovative” or “unique”; journalists strike them out on sight.
A short subheading can carry the second most important fact, such as a figure, a date or a location.
The first paragraph decides everything
Press releases follow the inverted pyramid: the most important information comes first, and each paragraph after that is less essential than the one before. An editor should be able to cut your release from the bottom and still have a usable story.
The first paragraph answers the classic questions in two or three sentences: who, what, when, where and why. Start with a dateline (city and date) and go straight to the point. If the reader stops after this paragraph, they should still know what happened.
Use quotes that say something
A quote is the only place in the release where an opinion belongs. Use it to explain why the news matters, to give context or to look ahead. “We are delighted to announce…” adds nothing; a sentence that only your chief executive could say adds a voice.
One or two quotes are enough. Attribute them with the person’s full name and title, and make sure they have actually approved the wording.
Structure and length
Keep the release to a single page, usually 300 to 500 words. A reliable structure looks like this:
- Headline and optional subheading
- Dateline and first paragraph with the key facts
- Supporting detail, figures and context
- One or two quotes
- Practical information: dates, prices, availability, links
- A short “About the company” paragraph (the boilerplate)
- Media contact: a named person, phone number and email address
Write in plain language, explain any technical term and use numbers rather than adjectives. Offer good photographs with captions and credits; a release with usable visuals is far more likely to be published.
Distribution: the part most people skip
A good release sent to the wrong people is still a wasted release. Build a short, targeted list of journalists who actually cover your subject, rather than sending to every address you can find.
- Personalize the pitch. Two or three sentences explaining why the story fits that journalist’s beat are worth more than a mass mailing.
- Paste the text into the email. Many newsrooms do not open attachments from unknown senders. Add a link to photos and documents.
- Time it. Mid-morning on a weekday works for most outlets. Avoid sending just before a holiday or during a major news event.
- Respect embargoes. If you share news in advance under embargo, state the release date and time clearly at the top.
- Follow up once, briefly. Offer something extra, such as an interview or data, rather than asking “did you get my email?”.
Common mistakes
- Burying the news in the third paragraph.
- Writing a sales brochure instead of a news story.
- Leaving out the media contact, or listing a general inbox nobody reads.
- Sending a release when there is nothing new to say, which teaches journalists to ignore you.
- Forgetting to prepare the spokesperson for the calls that follow.
A quick checklist before you hit send
- Can I explain the news in one sentence?
- Does the first paragraph stand on its own?
- Is every claim backed by a fact or a figure?
- Are the quotes approved and worth reading?
- Is there a named contact who will answer the phone today?
A press release is the starting point of a relationship with the media, not a one-off announcement. Organizations that send fewer, better releases, and that are reliable sources when journalists call, end up with coverage that compounds over time.
If you want help shaping a story, preparing a spokesperson or building lasting media relations, our media consultancy team works on exactly this. When the news is not good news, read our guide to crisis communication in the first 24 hours.
