12 Tips For Writing Great News Releases

Writing a news release is an essential part of any business. It’s used to communicate with clients, partners, and the public about your company or project. The challenge is that many people don’t know how to write good news releases. Here are 20 tips you can use when writing yours:

How To Write Perfect Press Releases With Steven Lewis
1. Craft attention-grabbing headlines.
2. Focus on the most important information in the lead paragraph.
3. Incorporate relevant quotes from key sources.
4. Keep the press release concise and to the point.
5. Highlight the unique aspects of your story.
6. Provide factual and accurate information.
7. Include multimedia elements like images or videos.
8. Write in a clear and journalistic style.
9. Consider the target audience and tailor your content.
10. Use active voice and avoid jargon.
11. Proofread carefully to eliminate errors.
12. Include contact information for follow-up inquiries.

Keep It To One Page

One-page releases are the best length to keep in mind because they’re easy to read, and they give you room to include all the crucial information without overwhelming your readers. If you have more than one page, it’s more difficult for people to get through each paragraph without losing their attention.

If you find yourself needing extra space for a story that has multiple images or charts, just write a second release related to the same story and send it out as well!

Building a press release that captures attention and goes viral requires a strategic approach. Learn how to craft captivating content with our guide on creating press releases that go viral and maximize your reach.

Use A Great Headline

The first thing a reader will read is your headline. Your headline should be short and to the point, but also specific and catchy. A good headline will make readers want to keep reading because it makes them curious about what’s contained in the rest of your news release.

A great example of this is Apple’s “Think Different” ad campaign from 1997-1998. The campaign used famous figures with interesting backgrounds who were known for thinking differently than their peers at the time (like Albert Einstein and Martin Luther King Jr.) which was meant as an homage to Steve Jobs for his ability to think differently than other people did at that time.

When he cofounded Apple Computer Inc., one of the most successful technology companies ever created by any single person or group of people on earth).

Focus On One Key Message

One key message is better than multiple messages.

If you try to include too many messages in your release, it can be a bit confusing for your readers. Focus on one key message and the rest will follow. 

This way, you’ll have a clear focus for your article and it will be easier for readers to understand what you’re trying to say. It’s also very helpful if you make sure that each section of the article has something to do with this single message (like making sure every paragraph relates to a certain point). 

If someone reads through your entire news release without getting confused or feeling frustrated by its lack of direction, then they’ll probably get what they need out of it!

A successful press release hinges on including the right elements to generate maximum impact. Discover the key components you should incorporate by checking out our insights on essential elements for impactful press releases.

Write Your News Release As If You Were Writing A Human-Interest Story-Because That’s What It Is

When you’re writing your news release, it helps to think about how you would write a story about your company and what makes it interesting. You might be surprised at how well that thinking applies to the way you write a great news release.

For example, if I were going to write a story about my company, I would include these elements:

Who are we?

What do we do?

Why should anyone care? (What benefit does this have for others?)

How did we earn our reputation in the industry? (What separates us from our peers?)

These are all questions at the heart of all good stories and news releases.

Write For The Media (Not For Your Website)

We’ve all been there: You sit down to write a new blog post and immediately start thinking about what people will say when they read it. 

Your goal is to make them happy, so you craft something really helpful and interesting but the result isn’t good enough. Readers don’t click on it or share it on social media, and your site stats show that not many people even read the post in its entirety.

Now imagine writing a news release instead of a blog post. When creating content for your website, you’re writing directly for readers who consume content online primarily through web browsers (although some may still print out printed versions). 

In contrast, when creating content for journalists or other influencers in the media industry (or anyone else who might want to share your message), you need to think about how it’ll be re-packaged into their mediums: newspapers, magazines, television shows, radio broadcasts, podcasts and more!

Writing press releases for startups presents unique challenges and opportunities. Explore our 9 tips for crafting effective press releases for startups to ensure your new venture gains the attention it deserves.

Know What Journalists Want To Know

A journalist’s job is to deliver the news in an interesting way that is relevant, useful, and easy for readers to understand. Journalists usually have limited time for each story and are under pressure to produce quality content on deadline, so they need reporters who can write quickly and accurately and who understand precisely what information will be useful in their stories.

Give them what they need in an easy-to-use format with verified facts that can be used quickly by editors or producers at any time during deadlines while working on other stories in different parts of the world than yours (i.e., don’t send out press releases at 2 am).

Don’t Overuse Buzzwords, Pr Jargon, And Buzzphrases

When you’re writing a news release, you’ll come across plenty of words and phrases that sound official but they’re not. They’re often just marketing speak that doesn’t help your reader understand your message or give them any information at all.

This is where buzzwords, PR jargon, buzzphrases, and marketing speak come in handy. The more you can avoid using them when writing a news release, the better off you’ll be for it!

Don’t Write What You Think Journalists Will Want To Hear

It’s important not to write what you think journalists will want to hear. Journalists are looking for facts and the story behind the facts and then the story behind the story, and so on. That’s why our tips won’t tell you what those stories are; rather, we hope they guide how to approach writing news releases with a critical eye.

Engaging your audience through a press release involves creativity and strategy. Find inspiration and practical advice in our article about 13 ways to captivate your audience with a press release and make your content stand out.

Be Accurate And Factual

It’s important to be accurate and factual. Here are some ways to ensure that your news release is as close to perfect as can be:

Check for typos. Typos are embarrassing! They’re also easy to fix, so there’s no excuse for them not to be caught before you send out your release.

Double-check facts and figures; don’t make any factual errors in the details of your story.

Make sure that your spelling, grammar, tone, length, structure, and organization reflect what would be expected from a professional reporter or editor on staff at an established media outlet like CNN or ABC News Radio (if you’re pitching an article idea).

Be Concise And Concrete

Consider the example of a company that is best known for its products. Their press release might sound something like this:

“Our new product line, which we are calling the ABC Series, is a complete rethinking of our existing product line, which was limited in its flexibility and customization options. In addition to being more flexible and customizable than before, the ABC Series offers numerous additional benefits that make it superior to any competitive offering on the market.”

The problem with this kind of fluff is obvious–it’s impossible to grasp what exactly these people are talking about without having prior knowledge of their company or product line! 

It doesn’t tell us a single thing that would interest anybody outside of their organization (which is probably why they’re writing a press release). Instead, try this much simpler approach: “Our new products offer more flexibility and customization options than ever before.”

It doesn’t have quite as much flair (or grandeur!) as some may prefer—but at least it gets straight to business!

Include a quote from a customer or someone in leadership at your company – they say the best things!

One of the best ways to make your release stand out is to include a quote from a customer or someone in leadership at your company. 

They say the best things! If you have an audience, they likely want to hear from people who are affected by or interested in what you do. Take advantage of that fact by letting them know what other people think about your product/service and why they like it so much.

Note: If you don’t have any quotes handy, don’t worry – we can help with that too! Just contact us at [email protected] or call us at (800) 987-9953 x 2

Call Out The Most Important Part Of The News Release In Bold Text

The most important part of your news release is bold text. The headline should read as a journalist would, and it should tell the reader what they need to know in one sentence.

The first paragraph is where you get your point across in no more than three short sentences, which makes for easy skimming for busy readers on their smartphones. The second paragraph can expand on these points or explain why this particular item of news is important.

To keep things interesting and engaging, avoid buzzwords like “innovative” and “best-in-class” when possible they sound clichéd and are easily ignored by consumers who think they’ve heard them before (which they probably have).

Mastering the art of writing a killer press release can significantly boost your outreach efforts. Dive into our comprehensive resource on crafting the ultimate killer press release to elevate your communication skills and achieve impactful results.

Format Your News Release Correctly So It Looks Like Other Press Releases Journalists Get Every Day

When you’re writing a news release, make sure it conforms to the same format as other press releases journalists get every day.

Use a standard format: Make sure your news release uses the same formatting as other press releases. This means using one-inch margins on all sides, 12-point font size, and Times New Roman or Arial font type (or the equivalent). It’s also important to use plain language and avoid sounding too formal.

Use a standard font: Make sure your news release uses Times New Roman or Arial fonts in 12-point type. You can find free versions of these fonts online so there’s no need to spend money on them unless you want something fancier than what comes out of Word’s default options.

For Mac users only: If you use Pages (and not Word), then I recommend looking into TextEdit because it has some great built-in functions for catching spelling errors before sending out anything important like press releases!*

Use a standard font color: If we’re talking about an actual printed piece like an article in The New York Times, their standard is black ink on white paper with no bolding whatsoever; however, if we’re talking about an e-mailed version of that same article then most people would agree that dark blue text looks better than black text against white background so try using this instead.

As opposed to when trying different colors just because they sound nice at first glance without knowing why those colors work together well enough which can lead down many dead ends before finding something usable at all!

Include contact information for members of the media to follow up with questions or interviews to make their lives easy!

When sending out a press release, it is important to include contact information for members of the media to follow up with questions or interviews. Make their lives easy by including this information at the bottom of your press release. 

The important thing is that the contact information is easy to find and accurate. It should also be clear who in your organization will be able to respond to inquiries most quickly. 

For example, if you have several spokespeople on staff and anyone could answer questions about a given topic, list them as “contact” people in order from most accessible (and therefore best) to least accessible (but still good).


With these tips in mind, you’re well on your way to writing great news releases. If you want to learn more about what makes a news release effective, we’ve compiled a list of some of the most important elements for you.

Further Reading

Here are some additional resources to help you enhance your press release writing skills:

12 Tips on How to Write an Effective Press Release: Learn valuable insights and strategies for crafting press releases that effectively capture attention and communicate your message.

12 Tips for Writing the Perfect Press Release: Explore a comprehensive guide to writing press releases that are polished, impactful, and aligned with your business goals.

Tips for Writing a Successful Press Release: Discover practical advice and techniques to make your press releases more engaging, informative, and compelling.

And here’s the “FAQs” section:


How can I make my press release go viral?

Crafting a press release that goes viral requires a combination of attention-grabbing content, strategic distribution, and a compelling call-to-action. Focus on creating a story that resonates with your target audience and encourages sharing.

What should I include in a press release for maximum impact?

To maximize the impact of your press release, ensure it includes a clear headline, a concise and engaging lead paragraph, relevant quotes, supporting details, and contact information. These elements collectively create a well-rounded and effective press release.

Are there specific tips for writing press releases for startups?

Absolutely. Writing press releases for startups demands a unique approach. Tailor your content to highlight your company’s innovative solutions, achievements, and potential impact. Showcase your value proposition clearly and succinctly.

How can I engage my audience through a press release?

Engaging your audience through a press release involves using captivating language, focusing on a compelling angle, and addressing their needs and interests. Incorporate storytelling elements to make your press release relatable and memorable.

What are some common mistakes to avoid when writing press releases?

Avoid common mistakes like using excessive jargon, providing irrelevant details, or neglecting to include a clear call-to-action. Also, ensure your press release is free from grammatical and formatting errors to maintain professionalism.