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Press Release Writing?
Should press releases be part of your marketing strategy, even as a small, up-and-coming business? The short answer is, absolutely. Writing press releases is a great way to pique the interest of local media agencies and journalists in your region in order to spread the word about your business.
They’re also a great way to ensure the wider public has immediate access to your news announcements. While some companies view press releases as outdated or no longer relevant, this could not be further from the truth. They should be an integral part of your marketing strategy
But press release writing is specific, it’s something you have to get right in order to make an impact. This article outlines all the essential writing tactics you need to know.
How To Write a Good Press Release
Good press releases, i.e. press releases that are successful in getting press coverage and stories written about your company, tend to have 8 key characteristics. We recommend you do the following in order to write a good press release:
Focus First on Press Release Distribution
I know this sounds counter-intuitive but the single most important factor in the success of any given press release is not what it contains and how it’s written, it’s who it gets distributed to.
Obviously, the best-written press release in the world is useless if it doesn’t get distributed to the right people who will run it and write their own story based on the information in your press release.
And we regularly see normal press releases beat press release masterpieces because of the press release distribution services we provide.
At eReleases, our job is to significantly expand the reach, visibility, and success of your press releases by providing the best press release distribution service for small businesses.
And we do it at a fraction of the amount it would cost you to do it yourself.
Learn more about our press release distribution services and first-time customer discounts here.Write Your Press Release in the Right Press Release Format and Structure
This is probably the most important aspect of press release success (after press release distribution) because, in order for your press releases to gain recognition by the right people (namely the media and local journalists), you need to ensure they’re written in a news format.
Press Release Format – What Does a Press Release Look Like?
When it comes to journalistic writing, you want to focus on using a press release format known as the inverted pyramid. First, you state the main idea or purpose of the article at the top of the press release. This is called the lead. The rest of your subsequent paragraphs should then provide all the facts and quotes that support the main idea.
You want to focus on the why of the article in the beginning, then focus on the who, what, when, and where.
The last thing you want is to write a press release with a confusing, long-winded structure that doesn’t get to the point. Remember to keep it succinct!
A press release should not be any longer than one page, or about 500 words. You also want to include links throughout your writing in order to direct journalists and other audience members to your website and other social sites.
Since writing your press release in the correct format is important, we’ve included several dozen example press releases here for you to model your press release upon. Then, once you’ve got it written, we’d love to work with you to distribute your press release too!Write About a Newsworthy Topic
The overall purpose of a press release is to serve as a newsworthy article. In order for it to grab the attention of your target audience, it needs to have a noteworthy angle. Before you dive into your press release writing, you want to focus on these two factors:
– Why is this story newsworthy and will my audience care about it?
– Is this story actually relevant to my target audience?
At the end of the day, a press release is more like an official statement made by a business, which is then shared with the media and prospective customers. In order for this statement to hit home, the topic must be relevant and newsworthy.
You also want to highlight why this news is noteworthy so that the media and your customers are further intrigued and inspired to read on or share your news.
Some noteworthy press release topics you might want to keep in your arsenal include product launches, hiring new executives, business events, crisis management, social initiatives, and receiving awards.Craft a Good Headline
As mentioned, good press release writers always grab the reader’s attention from the get-go, and this starts with your headline. If there’s anything you should spend some time on, it’s a good headline.
Basically, your headline is your first impression. You have one shot to capture attention and pique interest so it needs to be short, catchy, and informative.
The reality is that most people may read your headline, but only a fraction of those people go on to read the entire press release. You want to make it punchy, but also keep it short — no longer than 70 characters or so.
Always include essential information in the headline, and most importantly, your keyword(s). Remember that you always have subheadings to add more information and detail.
A few top tips for writing an unmissable headline for your press release:
– Include numbers in your headline where possible — most people tend to relate to or are intrigued by statistics
– Your headline should include action words, i.e. verbs that give your headline a sense of urgency
– Use adjectives, but not too many — there’s a fine line between descriptive and sensational, just make it sound attractive
Finally, you want to ensure that your headline accurately describes what’s in the rest of your press release. Don’t make the mistake of ”teasing” your audience with a headline, only to provide lack-luster information in the rest of the piece. This can do more harm than good for your brand and business.Include a Strong Call to Action (CTA)
Other than providing the media and your customers with noteworthy information, your press release should also inspire action. However, you’ll have to determine what type of action you’d like your audience to take from your press release.
Keep in mind that many of your readers may not read until the very end of the press release. So what good is it placing your CTA at the end of the text? Don’t make this mistake! Instead, place your CTA somewhere between your first and third paragraph.
Keep these three important rules in mind when creating a CTA:
1. It must stand out and draw attention, separate from the rest of the text
2. Use the right formatting — make sure it’s bold or use italics to draw attention
3. Where possible, include a link in the CTA
Generally, the purpose of a CTA is to direct your readers to your business website or other social media sites. You want to include the full URL in the CTA so that your customers/readers know where they’re going.Substantiate Your Press Release with Quotes
This is a big part of journalistic writing — you want to back up your factual information with quotes. This is the best way to add a sense of authority to your press release and build trust in your audience.
Think about including quotes from top business executives, management personnel, industry experts, customers, and top influencers. These types of quotes can go a long way in showing that your business is knowledgeable about the topics they write about.
To add to this, journalists often refer to press releases alone for official quotes. So make sure that your quote is as natural and accurate as possible. Make sure it reads well and sounds realistic.Use Multimedia and Visual References where Possible
In today’s day and age, people are enticed by visual aids and references, i.e. multimedia. Long gone are the days where people used to sit and read 1,000 words at a time.
The reality is that most audiences have a short attention span, but multimedia is one of the best ways to capture attention — even for just a few minutes. Including multimedia is another great way to substantiate your press release and show that it matters.
It can enhance the story you’re trying to tell by offering your audience a visual picture that provides extra information and clarification. Press releases that include some form of multimedia, specifically video, are bound to receive more views.
It’s absolutely crucial that you include high-quality multimedia in your press release distribution. No journalist or audience member is going to share a blurry image or sub-par video quality.
Some of the best examples of multimedia include videos, photos, infographics, and PDFs (whitepapers, eBooks, etc.).Use Concise, Fact-Focused Writing
Most effective press releases run 300-600 words. Journalists are inundated with content daily and don’t have time to wade through lengthy, meandering announcements to find the actual news.
Keep it fluff-free, straight to the point, and packed with substantive information—every sentence should deliver value.
Replace vague marketing language and excessive adjectives with concrete facts, specific data, and measurable outcomes that tell your story objectively.
Shorter is generally better when every word counts; if you can communicate your message effectively in 400 words instead of 600, choose the tighter version.
This disciplined approach not only respects journalists’ time but also increases the likelihood that they’ll read your entire release and find it compelling enough to cover.
Frequently Asked Questions About Good Press Releases
What does a good press release look like?
Good press releases are created using a specific format and style. See examples of successful press releases here.
Where can I get a free press release template?
Glad you asked. Here’s a free press release template in both Microsoft Word and Google Docs format.
Where can I learn how to write a good press release?
We have created a free 7-part training on how to write a good press release that will walk you through each step of the press release writing process, including before and after examples to help you improve your writing skills.
How do I know where to send my press release to? Where can I get a media list?
Get PR and media lists to reach over 15,000 journalists, local media and industry press here.
How long should a good press release be?
Most effective press releases run between 300 and 600 words. Shorter is generally better: journalists don’t have time for lengthy content. Focus on packing essential information into a concise format. If you can tell your story in 400 words instead of 600, do it. Every sentence should serve a purpose and move the story forward.
What makes a press release headline effective?
A strong headline should be around 70 characters or fewer, use active voice and action verbs, and clearly convey your main news. Include specific benefits or outcomes rather than vague claims. For example, “New AI Tool Cuts Marketing Costs by 40% for Small Businesses” is more compelling than “Company Launches New AI Marketing Tool.” Your headline is often your only chance to capture a journalist’s attention.
What should I include in the lead paragraph?
Your opening paragraph must answer the five W’s: Who, What, When, Where, and Why (plus How, when relevant). Think of it as your elevator pitch—journalists should understand your entire story from this single paragraph without reading further. Lead with your most important information and save supporting details for later paragraphs.
What is the inverted pyramid structure?
The inverted pyramid means putting your most important information first, then progressively less critical details as you move down. Start with your main announcement (the lead), follow with supporting facts and context, then end with background information about your company. This structure allows editors to cut from the bottom if needed without losing essential content.
How many quotes should I include in a press release?
Limit yourself to 1-2 quotes maximum. Each quote should come from a relevant stakeholder like your CEO, founder, or project lead. Avoid weak, generic quotes like “We’re excited about this launch.” Instead, use quotes that address specific problems your announcement solves or provide unique insight that wouldn’t fit naturally in the body text. If announcing a partnership, consider including one quote from each organization.
When is the best time to send out a press release?
Tuesdays through Thursdays between 9 a.m. and 11 a.m. Eastern Time are peak windows for journalist engagement. Avoid Mondays (when journalists are catching up) and Fridays (when newsrooms are winding down). Also consider your industry’s news cycle—don’t compete with major scheduled events unless your news is directly related.
Should I include images or multimedia with my press release?
Yes, absolutely. Press releases that include visual elements are 45% more likely to be picked up by media outlets. Journalists need compelling visuals to accompany their stories. Provide high-resolution images, infographics, charts, or short videos that illustrate your announcement. Make sure you have the rights to all multimedia elements you include.
What makes news actually “newsworthy”?
Newsworthy content offers something new, significant, and relevant to the journalist’s audience. Ask yourself: Why would readers care about this right now? Strong candidates include product launches with unique features, significant company milestones, data-driven insights, major partnerships, responses to industry trends, or announcements that solve widespread problems. Simply opening a business or updating your website rarely qualifies as newsworthy.
Do I need to hire a PR professional to write my press release?
Not necessarily. Many businesses successfully write their own press releases by following established best practices. However, professional help can be valuable if you’re announcing something complex, need editing support, or want to ensure proper formatting. Some distribution services offer professional editing as part of their packages, which can be a cost-effective middle ground.
How do I know if my press release is ready to send?
Before distributing, verify that your release:
– Has a compelling, specific headline under 70 characters
– Answers who, what, when, where, why, and how in the first paragraph
– Stays between 300-600 words
– Uses the inverted pyramid structure
– Includes 1-2 strong, specific quotes
– Contains concrete facts, statistics, or data
– Is free of typos, grammatical errors, and marketing fluff
– Has proper formatting with dateline and boilerplate
– Includes relevant multimedia elements
Should my press release include links?
Yes, but use them strategically. Include links to relevant pages on your website where journalists can find more information, download press kits, or view product demonstrations. Don’t overdo it—2-4 relevant links maximum. Links can also improve SEO performance when your release gets published online.
What should NOT be in a press release?
Avoid marketing jargon, excessive adjectives (“revolutionary,” “groundbreaking,” “world-class”), unsupported claims, overly promotional language, and sales pitches. Also, skip irrelevant background information, multiple exclamation points, and anything that wouldn’t appear in a legitimate news article. Your press release should inform, not advertise.
How important is press release distribution compared to writing quality?
Distribution is arguably more important than writing quality. The best-written press release in the world is useless if it doesn’t reach relevant journalists who cover your industry or beat. That said, both matter—poor writing can cause journalists to ignore even well-distributed releases. Focus on targeted distribution to journalists who actually cover your industry, region, or topic area, rather than mass-blasting to irrelevant contacts.
How can I measure if my press release was successful?
Track multiple metrics: media pickups and articles written about your announcement, website traffic from press coverage, backlinks generated, social media mentions, and specific business outcomes like leads or sales. Also, monitor where your release appeared online and whether journalists contacted you for follow-up interviews. Remember that success isn’t always immediate—sometimes journalists file stories away for future reference.
Send Your Press Release to the Right People with eReleases
If you’re on the hunt for an effective and reliable press release distribution service for your small business, eReleases is here for you.
By working with us, you’ll have access to a custom PR Newswire service and major media outlets. We also provide a vast database of journalists, reporters, bloggers, and other media outlets. Not-to-mention, SEO services, reliable writers, editors, and more.
Have any questions about our services? Feel free to get in touch with our team today!