Lessons From An Experienced Press Release Writer

Press releases are one of the most effective ways to promote your business and get the word out about what you’re doing. The problem is, that writing them can be a daunting task if you don’t know where to start. Here’s what we’ve learned from years of experience as experienced press release writers:

How To Write Perfect Press Releases With Steven Lewis
1. Gain insights from an experienced press release writer’s perspective.
2. Learn valuable dos and don’ts for writing effective press releases.
3. Understand the key elements that make press releases impactful.
4. Enhance your press release writing skills with practical advice.
5. Get inspired to create press releases that capture media attention.

Think Like A Reporter

You’ve always wanted to be a journalist.

You want to know the details of what happened and why it was important, but you also want to write clearly and engagingly that will keep readers reading.

You love writing stories about people, not just facts and figures.

And here’s where PR comes in: PR is essentially journalism for businesses. Instead of reporting on world events or government policy, you are writing about corporations, organizations, and other entities that have something they want the public to know.

Building an effective press release can save you time and money while ensuring your message reaches your audience. Learn valuable insights from an experienced press release writer and enhance your PR strategy.

Make It Easy To Read

The goal of a press release is to gain media attention, so it’s essential that your writing be as clear and easy to read as possible. While it might seem counterintuitive, you should avoid using complicated words and long sentences.

Instead of saying “we have reached an agreement with our local government officials,” say “the city council approved the new zoning law.”

You can also break up longer paragraphs into lists or bullet points. This makes it easier for readers to skim the text without losing track of what they’re reading and allows them to quickly find something they may be looking for in particular.

Provide Clarity

The best way to make sure your press release is clear and easy for people to understand is to use simple language. Instead of “The contract was won by X,” say “X won the contract.”

Instead of “The company’s stock has a beta coefficient that measures its volatility,” try saying “The company’s stock has a high volatility.” If you find yourself using industry jargon, look up synonyms that are easier for laypeople to understand.

Another way to ensure clarity in your writing is by using short sentences and simple words and phrases. Short sentences also help with making your writing more reader-friendly, since long paragraphs can be overwhelming for readers who aren’t used to reading business documents online or in print form.

Crafting a compelling press release requires attention to detail and strategy. Explore these 17 tips for putting together a press release to ensure your message stands out and captures media attention.

Use The Inverted Pyramid Structure

The inverted pyramid structure is a writing style that is used in journalism. It’s a method of presenting information in a way that makes it easy to read and understand.

Think of it as you would a building: the base is broad and wide, while the top is narrow (or even nonexistent). In other words, you want to start with your most important information first, then move on down the line until you reach the bottom with any filler content that won’t hurt if people don’t read through it. 

This helps keep readers interested because there’s always something new being introduced at every point along their journey through your document—even if they don’t make it down to its conclusion!

Focus On Newsworthiness

It’s helpful to remember that a press release is not just about you or your company. It’s about what happened today, and why it matters.

What does newsworthiness mean? Newsworthy events are interesting, relevant, timely, important, and/or shocking. If you can’t answer yes to any of these questions:

  • Is the event interesting?
  • Is the event relevant?
  • Is the event timely (i.e., happening now)?
  • Does the event have some significance for readers/listeners/viewers (i.e., part of a larger trend)?

Write As If You’re Trying To Avoid Being Edited

When you’re writing a press release, you want to make sure that the editor can easily read and understand what you’ve written.

There’s a trick that works for me: I try to write as if I’m trying to avoid being edited. This means I don’t use big words where simpler ones will do. It also means that even if I’m being funny or ironic, it’s not too hard for an editor who doesn’t know me personally (and therefore won’t be familiar with my sense of humor) to figure out what I mean.

Writing impactful press releases involves a balance of do’s and don’ts. Discover the favorite do’s and don’ts for writing press releases from an experienced writer and improve your press release writing skills.

Work Fast And Aggressively Pursue Your Goals

When working on a press release, you need to be deliberate and focused. You should know exactly what you want from your press release before writing so that when it comes time to write, you can write fast and aggressively pursue your goals.

The worst thing that can happen is for a writer to get bogged down in the details of their work; this leads them down paths that aren’t as effective as they could be and ultimately wastes time and energy. 

If you’re an inexperienced writer trying out new ideas with each piece of content, this can affect how much time it takes you to produce something worthwhile meaning your output may not be as high as it could be if only there were fewer distractions!

When working on a project like this one (or any kind of content creation), don’t allow yourself to get distracted by other people’s opinions or suggestions either: keep focused on what matters most: achieving results quickly using only proven methods that have been proven successful time again over again throughout history

Learn How To Take Criticism

Another thing you can work on is taking criticism. It’s important to listen to and learn from those who have more experience than you do, but often, people are afraid of asking for feedback in the first place because they fear that their work will be criticized. Instead of dwelling on what you think others might say about your work, try asking for help with it instead:

Ask for feedback from other writers (or even just friends). The best way to get better at something is by asking someone who has more experience than you do about how your writing could be improved.

Ask professionals if they’d like to offer advice on some specific aspect of your writing or press release. By asking someone specifically how they can help improve a certain part of your work, it shows that they’re important enough in your life that they deserve an answer and maybe even a friendship!

Think Outside The Box, But Don’t Be Weird

If you want to stand out from the crowd and make an impact, you have to think outside the box. But don’t be weird.

The key is being original and different without being weird that is, it’s about getting creative without going overboard or losing sight of the message you want your audience to take away from your press release. Here are some tips for doing just that:

Make connections between ideas in new ways by using analogies or metaphors that others haven’t thought of yet

Use innovative language or wordplay (but don’t go overboard)

Use numbers creatively; use statistics as examples rather than just presenting them as facts

Press releases play a crucial role in startup success. Learn 9 essential tips for writing press releases for startups and effectively communicate your business’s unique story to the world.

Check Your Facts, Then Do It Again. Twice

It’s easy to get caught up in the moment and forget to double-check your facts. You might be writing about a company that just launched a new product, but if you don’t have their address right or misspell one of their key employees’ names, reporters won’t be able to find them. 

For example, if you want to release a press release about a new product by Google called Google Glasses 2: The Sequel (which launches July 23rd), make sure your release contains details on where they’re available for purchase and how much they cost and that those details are correct before sending them out!

Put Yourself In The Reader’s Shoes And Make Sure Your Story Is Interesting Enough For Them To Care About Reading It To The End

As a good press release writer, you should try to put yourself in the reader’s shoes. If your story is interesting enough for them to care about reading it to the end, then it will be published! Your job as a press release writer is not only to provide clarity and focus on newsworthiness but also to write as if you were trying to avoid being edited.

If you follow these tips, then it will ensure that your press releases are high quality and easy to read.

Unleash the power of press releases to achieve financial independence. Explore the story of how one writer quit their day job and made over $100k in 1 year by writing press releases, and gain insights into turning your writing skills into a profitable venture.


When you’re writing a press release for your business, it can be tempting to use jargon and industry terms. But it’s important to remember that your readers aren’t all experts. When you write in a way that makes sense to everyone, you can better engage with potential customers (and increase sales).


Writing in plain language is essential when creating press releases for your company. In this article, we share some tips on how to do so effectively by using simple words and phrases that any reader will understand no matter their background.

Further Reading

Explore more resources to enhance your press release writing skills:

Writing an Impactful Press Release: Discover the key elements of crafting press releases that leave a lasting impression on your audience.

How to Write a Press Release: Dive into the step-by-step process of creating a well-structured press release that captures media attention.

Expert Advice and Real-Life Examples for Writing a Great Press Release: Learn from industry experts and real-world examples to master the art of writing effective press releases.


What are the key components of a successful press release?

A successful press release typically includes a catchy headline, a clear and concise lead paragraph, relevant quotes, supporting details, and the contact information of the press contact.

How do I make my press release stand out from the rest?

To stand out, focus on a newsworthy angle, use engaging language, provide valuable insights or data, and ensure that your press release is tailored to the interests of your target audience.

What is the best way to distribute my press release?

Distribute your press release through reputable distribution services, send it directly to journalists, and share it on your organization’s website and social media platforms for maximum visibility.

Can I include multimedia elements in my press release?

Yes, adding multimedia elements like images, videos, infographics, and charts can enhance the visual appeal of your press release and make it more shareable and engaging.

How can I measure the success of my press release?

Track key metrics such as the number of media pickups, online mentions, website traffic generated, and engagement on social media platforms to assess the impact of your press release.