A press release does not need a committee. But it does need a clear approval path.
Small teams often hit the same problem: everyone has an opinion, but no one owns the final call. The release gets passed around, rewritten five times, and somehow the strongest news angle gets buried under safe language.
A simple checklist prevents that. It keeps the release accurate, focused, and ready to send.
1. Confirm the news
Before anyone edits a sentence, make sure the announcement is real news.
Ask:
- What happened?
- Why does it matter now?
- Who is affected?
- Is there a clear date, milestone, result, launch, hire, partnership, award, event, or change?
If the answer is vague, the release is not ready. “We’re excited to share updates” is not news. “Company opens second location after 40% year-over-year growth” is news.
2. Check the headline
The headline should tell the reader what happened. Not hint at it. Not dress it up.
A good headline includes the company name, the announcement, and the clearest point of interest.
Before approval, ask:
- Can a journalist understand the news in five seconds?
- Is the headline specific?
- Does it avoid hype?
- Would this still make sense without the rest of the release?
If the headline sounds like an ad, rewrite it.
3. Review the lead paragraph
The first paragraph should answer the basics: who, what, when, where, why, and sometimes how. If you need a quick refresher, compare your lead against the 5 Ws and H of a press release before anyone signs off.
Small teams often try to warm up before getting to the point. Do not do that. Journalists are busy. Customers are busy. Searchers are busy.
Put the news first.
4. Verify every fact
This is where small teams save themselves embarrassment.
Check:
- Company name and spelling
- Product names
- Executive names and titles
- Dates and locations
- Pricing, statistics, and claims
- Partner or customer names
- Links
- Contact information
Do not assume these are correct because they came from an internal document. Internal documents have typos too. Ask me how I know.
Accuracy is not just a proofreading step; it is part of responsible PR practice, which is why the PRSA Code of Ethics is worth keeping in mind during final review.
5. Approve quotes carefully
Quotes should sound like something a human would say.
Cut lines like:
“We are thrilled to leverage innovative solutions to transform the marketplace.”
Replace them with something clearer:
“Our customers told us they needed a faster way to manage this process. This launch is our answer.”
The best quote adds context, not decoration.
6. Confirm permissions
If you mention a customer, partner, investor, award, or outside organization, make sure you have permission.
A release can be accurate and still cause trouble if someone named in it did not approve the wording.
For customer wins, partnerships, funding announcements, and testimonials, get written approval before distribution.
7. Review tone
A press release should be confident, not inflated.
Flag words like:
- Revolutionary
- Game-changing
- Best-in-class
- Disruptive
- Unprecedented
- Cutting-edge
Some of these may be true, but most weaken the release. Specific proof beats big language.
8. Check formatting
Before the release goes out, review the basics:
- Clear headline
- Dateline
- Short paragraphs
- Working links
- Boilerplate
- Media contact
- No broken spacing
- No leftover comments or tracked changes
This is the boring part. It is also where many mistakes happen.
9. Name one final approver
Small teams need input, but they also need a stop sign.
Choose one person to make the final call. That person should confirm the release is accurate, on message, and ready for distribution.
Without a final approver, the release can drift forever.
The simple rule
Approval should make a press release stronger, not safer.
The goal is to make sure the news is clear, true, and easy for a journalist to understand.
Download this free press release approval checklist here.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn