Press releases are not dead, despite what you might see online. A well-crafted press release is still one of the most effective tools for earning media exposure, building brand trust, and creating buzz around a new product, event, or milestone. But not all press releases are created equal.
Journalists receive hundreds of pitches every week, and yours needs to stand out; not just in content, but in structure, tone, and clarity. You don’t need to become an expert in writing press releases for this, though. All you need to do is follow certain tricks when drafting a press release.
To help you do just that, here are six insider press release tips from PR experts who write and pitch press releases for a living.
1. What Is a Strong, Newsworthy Angle for a Press Release?
A press release isn’t an advertisement; it’s a news announcement. Before you draft anything, ask yourself: Would this interest a journalist or their audience?
Some of the most effective angles when drafting PRs include:
- Product launches
- Company milestones or partnerships
- Awards and recognitions
- Research findings or reports
- Event announcements
- Community or charitable initiatives
If your angle is weak, even the best writing won’t save it. Hone in on the impact, relevance, or story-worthy details before drafting the headline.
2. How to Craft a Compelling Headline That Hooks Fast?
Your headline is the first thing a journalist sees, and often the deciding factor in whether they read further. A great press release headline should be:
- Clear and concise (under 12 words)
- Descriptive, not vague
- Informative rather than sensational
- SEO-friendly, when possible
For example:
Don’t write: Company Announces New Initiative
Do write: GreenTech Launches AI-Powered Recycling Program in 50 Cities
Many PR pros write several headline versions and choose the strongest one after finishing their draft.
3. Nail the Lead Paragraph with the 5 W’s
The opening paragraph is critical. Journalists want the core facts immediately-no fluff.
Answer the “5 Ws” upfront:
- Who is the focus?
- What is happening?
- When is it happening?
- Where is it happening?
- Why does it matter?
Avoid burying essential information in later sections. Think like a reporter: if someone only reads the first paragraph, they should understand the announcement.
4. Use Quotes Strategically, Not as Filler
Quotes add voice, credibility, and context, but only when used correctly. A press release should include one to two quotes, typically from an executive, founder, industry expert, or partner.
Strong quotes:
- Sound natural and human
- Add insight or forward-looking perspective
- Avoid corporate clichés
Weak quotes often repeat facts or rely on overused language (“We’re thrilled,” “We’re excited to announce…”). Instead, use quotes to explain motivation, impact, or vision.
Do not make up quotes, ever! This is the biggest no-no. You will lose credibility fast if you start taking such unethical steps.
5. Structure the Body for Skimmability
Reporters skim, and so should your layout. After your headline and lead, follow a standard structure:
- Second Paragraph: Add supporting details, stats, benefits, or background
- Quote(s): Insert meaningful commentary
- Additional Info: Explain how this affects customers, industry, or community
- Call to Action or Next Steps: Guide readers on what comes next
Keep paragraphs short (2-4 sentences) and avoid jargon unless you’re targeting a specialized industry publication.
6. End with a Solid Boilerplate
The boilerplate, typically the final paragraph, is your company’s “about” section. It should be concise, factual, and evergreen.
Include:
- Company name and industry
- Mission or core function
- Key services or products
- Location or reach
- Website link
A boilerplate is often reused across multiple releases, so keep it polished and updated regularly.
Bonus Tip: Pair with the Right Media Outreach Strategy
Even the best press release won’t gain traction if no one sees it. PR pros distribute strategically by:
- Pitching journalists who cover related topics
- Using PR distribution services
- Posting on the company’s website and newsroom
- Sharing on LinkedIn and social channels
- Emailing relevant trade publications
Send personalized pitches when possible-journalists ignore generic blasts.
Common Mistakes to Avoid
Even seasoned teams can slip up. Watch out for these pitfalls:
- Writing like an ad instead of a news piece
- Using vague headlines
- Overloading with adjectives or hype
- Forgetting dates, locations, or contact info
- Skipping proofreading or formatting standards
- Sending attachments instead of links
A clean, newsroom-style release creates trust and ease of use for reporters.
FAQ: Press Release Writing & Best Practices
How long should a press release be?
Most effective press releases fall between 400 and 600 words. They’re long enough to deliver the facts but short enough for journalists to skim quickly.
What makes something newsworthy?
A topic is newsworthy if it impacts a group, marks a significant change, introduces innovation, or aligns with current trends. Simply launching a website or offering a discount is rarely enough unless there’s a larger story attached.
Should I include links or media assets?
Yes. Links to landing pages, media kits, high-res images, or product pages help reporters verify information and save time.
Can I write a press release in the first person?
No. Press releases are written in the third person, even when quoting someone. The only time “I” or “we” should appear is inside direct quotes.
Do I need a quote?
While not mandatory, quotes add authenticity and personality. Aim for one to two meaningful quotes, not filler.
Is formatting important?
Absolutely. Use a clear headline, dateline, short paragraphs, and a boilerplate. Journalists are more likely to engage with a clean, professional structure.
What’s the best way to distribute a press release?
Use a combination of methods: direct pitching to relevant journalists, wire distribution platforms, company websites, LinkedIn, and industry newsletter submissions. This will improve your chances of success.
Drafting a Press Release Takes the Proper Strategy
Press releases are far from outdated; they just require strategy and precision. By focusing on news value, structure, readability, and relevance, you give your message the best chance to earn media coverage and build authority. Drafting a press release is a skill that pays off repeatedly.
At eReleases, we know press releases and how to use it to bring your small business into the spotlight. We have a proven track record of reaching journalists, reporters, bloggers, radio, television, and major news websites.
Start your order with us.