Press releases have long been a critical tool for businesses and B2B marketers, standing the test of time even in today’s digital marketing landscape. While communication channels continue to evolve, well-crafted press releases remain an essential element of effective business communication.
As former B2B trade journalists turned freelance press release writers, we have experienced both sides of the equation. We’ve written hundreds of them while also being on the receiving end of thousands more during our time as magazine editors, and this perspective has given us valuable insights into how to write a press release.
What is a press release?
A press release is a formal written communication that announces something newsworthy about your organisation to media outlets. It is a structured document that presents information in a journalistic style, making it easy for editors and journalists to understand and potentially republish your news.
Businesses use press releases for various purposes, from announcing new products and services to sharing company achievements and research findings. They serve as a direct line of communication with media outlets, helping organisations build relationships with journalists while controlling their narrative in the public sphere.
Common types of press releases include new product launches, company updates, leadership appointments, merger and acquisition announcements, research findings, event announcements and award wins. Each type requires a slightly different approach, but all follow core press release writing principles.
Press release structure
A well-structured press release follows a format that journalists instantly recognise.
The typical elements include:
- A compelling headline that captures attention and conveys the key news
- A subheading that provides additional context or supporting information
- An opening paragraph that conveys the main story
- Supporting paragraphs which provide detail and background
- Relevant quotes from key stakeholders or experts
- A call to action directing readers to additional information
- A boilerplate company description
Press release format plays a crucial role in its success. While the length can vary depending on the story, we’ve found that time-pressed editors prefer concise, well-crafted pieces. The key is creating a hook in the first few lines that encourages follow-up enquiries, rather than trying to include every detail in the initial release.
Press release writing: Dos and don’ts
Drawing from our experience both writing and receiving press releases, we can share some guidelines for effective press release writing.
How to write a press release – best practice
Not all press releases should be written in the same way, as this will depend on its substance, audience and purpose.
However, in general, you should try to…
Write concisely and use simple language throughout: Editors appreciate clear, straightforward writing that they can quickly understand and potentially use without heavy editing. Your goal should be to make their job easier.
Tell the complete story in the first few lines: Your opening paragraph should answer who, what, where, when, why, and how – journalists shouldn’t have to search for basic facts. Think of it as writing the entire story in miniature.
Include quotes from reputable sources or subject matter experts: Well-chosen quotes add credibility and human interest to your story. They should provide insight or opinion rather than merely restating facts from the main text.
Back up all claims with solid evidence: Any statistics, claims or statements should be supported by credible data or research. This builds trust and gives journalists confidence in using your content.
Provide high-quality images when relevant: Good visual content can make your story more attractive to editors. Ensure images are high resolution and include appropriate captions and credits.
Direct readers to additional information sources: Make it easy for journalists to find out more by providing relevant links, contact details and supporting materials. Consider creating a digital press kit for major announcements.
Offer opportunities for deeper engagement: Consider providing additional resources like extended interviews, detailed case studies or expert commentary that journalists can access for more in-depth coverage
How to write a press release – things to avoid
Conversely, there are some bad habits that we have come across in our time behind the editor’s desk.
If you are taking on the job of press release writing yourself, try not to…
Take too long to get to the point: Journalists receive dozens of press releases daily. If they can’t grasp your story in seconds, they’ll likely move on to the next one.
Use exaggerated language or unnecessary jargon: Hyperbole and technical terms can obscure your message and damage credibility. Write as though you’re explaining your news to an intelligent friend.
Make unfounded or unsubstantiated claims: Every significant claim in your press release should be backed by evidence. Unsubstantiated statements risk your release being discarded and damage your reputation.
Pitch news that isn’t genuinely newsworthy: Before sending a press release, honestly assess whether your announcement merits one. Not every company update needs a press release.
Distribute without thorough proofreading: Errors and typos can seriously undermine your credibility. Have at least one other person review your release before distribution.
Forget to consider your audience’s needs: Different publications have different requirements and interests. Tailor your release accordingly rather than taking a one-size-fits-all approach.
Submit without checking facts and figures: Inaccurate information can damage both your reputation and relationships with journalists. Double-check everything before sending.
How to send a press release
Even the best-written press release will struggle to succeed if it doesn’t reach the right audience. Distribution strategy deserves as much attention as content creation.
Press releases can be distributed through various channels, including direct emails to editors, press release directories, company websites and newswire services.
When sending directly to publications, craft a compelling but concise pitch email that encourages recipients to read further. Likewise, when submitting to editors, consider the format carefully. Word documents are typically preferred over PDFs as they are easier to work with. Always be mindful of file sizes, particularly with images, to ensure your release actually reaches its intended recipients’ inboxes.
Build and maintain a targeted distribution list of relevant media contacts. It could be advantageous to send your release to a smaller, well-researched list of appropriate contacts than to blast it out to every journalist you can find.
Do you need a press release writer?
A well-crafted press release can be an effective tool for business communication and B2B marketing. However, creating one that truly resonates with journalists requires specific skills and understanding of media requirements.
Professional press release writers, particularly those with journalism backgrounds, bring valuable expertise to the process. They understand what editors look for and how to present information in a way that maximises the chances of garnering attention and, ultimately, publication. This insight can be particularly valuable when you’re announcing something significant for your organisation.
Making use of specialist press release writing services can also save considerable time and potentially money in the long run. For professional writers, press releases are typically quick projects when provided with the necessary information.
Ready to elevate your press release output? Get in touch to discuss how we can support your press release writing and help showcase your success stories.
