Press Release Writing 101: Everything You Need To Know

If you want to get your business in front of the media, there’s no better way than a press release. Press releases are an essential tool for small businesses and entrepreneurs who want to make their products or services known. 

In this guide, we’ll cover everything you need to know about writing effective press releases – from knowing when they’re appropriate (and when they’re not), to how exactly they work and what factors go into making them successful.

How to Write a Press Release – YouTube
Key Takeaways
1. Understand the Press Release Structure and Elements.
2. Craft a Compelling Headline to Capture Attention.
3. Provide Essential Information: Who, What, Where, When, Why.
4. Include Quotes and Statistics for Credibility.
5. Write Clearly and Concisely for Maximum Impact.
6. Optimize for Search Engines with Relevant Keywords.
7. Consider Visual Elements for Added Engagement.
8. Tailor Distribution to Relevant Media Outlets.
9. Use Distribution Services for Wider Reach.
10. Proofread and Edit to Ensure Professionalism.

What Is A Press Release?

A press release is a brief, newsworthy statement that is distributed to members of the media. It’s meant to announce new products, services, and events. 

They are often written in the third person (for example “XYZ company announces…” instead of “I am announcing…”). Press releases can be distributed via email, fax, or snail mail but don’t have to be–they’re just pieces of content that you send out when something important happens.

Building an effective press release involves various elements that contribute to its success. To help you craft compelling releases, explore our tips in 17 Tips for Putting Together a Press Release and learn how to make your announcements stand out.

When Should You Write A Press Release?

You should write a press release when you have news to share with the media and/or your target audience. If you’re launching a new product or service, then it’s a good idea to distribute content that showcases what you have to offer. 

If there is an event coming up that relates to your niche, it helps to alert readers beforehand so they can plan their time around attending or watching the live stream of what’s happening. 

A press release might also be useful if you want to promote a new website in addition to gaining exposure on search engines like Google and Bing, publishing content online will help engage visitors and encourage them to stay on your site longer by providing quality entertainment or helpful information.

One final benefit of writing press releases: They can help generate leads for businesses in any industry!

When Should You Not Write A Press Release?

If you are an expert in the field and a professional writer, then you might be wondering when is it not a good idea to write a press release. There are several scenarios where press releases should not be written:

If your product or service is not ready for market, don’t write about it. You won’t have anything to say at this stage anyway. Instead, focus on making sure that your offering is ready and will meet the needs of your target audience before releasing any information.

Don’t use press releases as a way of “advertising” if the product or service doesn’t exist yet (or hasn’t launched). Focus on creating content that provides value to readers first and foremost rather than trying to sell them something right away.

Don’t write about things with which you’re not familiar enough even if they’re related to topics that interest you! 

For example, if there’s a new book coming out on meditation but all its contents sound like gibberish speak, chances are no one will want shares from someone who has never heard those terms before either…unless we’re talking about someone who specializes in meditation practices themselves (and even then some writers still prefer more conventional topics). 

So unless there’s something specific about this topic worth mentioning – such as historical context for example – then leave it alone altogether until someone else does better research/writes more coherently about these subjects first!

Crafting press releases that capture attention and go viral requires a strategic approach. Dive into the strategies of creating newsworthy content by visiting How to Create Press Releases That Go Viral and discover techniques to amplify your reach.

How Do You Write A Press Release?

Writing a press release is a lot like writing an essay. You have to take what you want to say, organize it into a logical structure, and then write it in as few words as possible.

The first thing you should do is decide what point you want your readers to walk away with after reading your press release. This is like the thesis statement for your essay it will help guide you through your writing process and make sure that every sentence contributes something important and related to that main point.

Once you’ve figured out what your takeaway message is going to be, think about how readers might react when they read this message for themselves. 

What would be their first thought? How would they feel? How could they benefit from reading this information? And how could they use it immediately (like by downloading some free resources)? Asking yourself these questions can help inspire interesting ways of presenting each piece of information so that people will want to read more!

Who Do You Send Your Press Release To?

Once you have a great press release, it’s time to send it out. There are many places where you can send your release so that journalists and other writers see it.

Write down all the names of media outlets, blogs, and websites that you want to send the press release to

If an event or conference is coming up and your company is attending, find out what publications cover those events/conferences and send them some information about your attendance as well!

Send the release to any contacts from previous work experience who could be interested in writing about your business or product.

Use social media marketing platforms like Facebook or Twitter for traditional press releases as well!

To maximize the impact of your press releases, it’s essential to include the right elements. Learn what elements can elevate your releases and engage your audience in Things to Include in Press Releases to Get Maximum Impact and enhance the effectiveness of your communication.

How Do You Send Your Press Release

Once you’ve written your press release, it’s time to send it out. Doing so is simple, but there are a few things to keep in mind:

Send your release by email. While this method may be the easiest and most convenient, it’s also the least effective because recipients will often ignore emails from people they don’t know. If you choose this method, make sure that you have an extremely compelling reason for them to open your email you might include a photo or video clip along with your text-based message.

Send it by mail (if you don’t want to use email). This option is also good if you want something more personal than an email would be, for example, if you’re announcing a new product or service and want potential customers to see how excited about it you are in person! 

You can send postcards instead of letters; these tend not only to be less expensive but also more likely than regular letters or postcards sent via snail mail (see next section) because they’re lighter weight due to fewer words on each side thus reducing postage costs as well

Why Hasn’t Anyone Responded To My Press Release?

You need to follow up with the media. A lot of people send out a press release and then don’t follow up, or they only make one phone call. You need to be persistent when it comes to following up with the media; this is how you will get them interested in your story and build a relationship with them so that they are more likely to cover it in the future.

Make sure you are sending your press release to the right person/people at each publication or news outlet (and not just one person/group). It is important that whoever reads your press release knows why it’s relevant for their readership/audience, otherwise, they won’t bother reading past the first few sentences or paragraphs!

Make sure your news is relevant or interesting enough for them to want coverage on it now rather than later – even if it’s an exciting announcement about something new happening soon but not yet ready for public consumption (ie: product launch etc.). 

If there isn’t anything going on immediately after being published then chances are high that some other company will beat them to get covered first!

Startups can benefit greatly from well-crafted press releases to boost their visibility. Gain insights into the unique considerations for startups in 9 Tips for Writing Press Releases for Startups and harness the power of press releases for your budding business.

What If I Want To Post My News On My Website Instead Of Sending It To The Media?

If you want to share your news with the world, but don’t want to send it out as a press release or get on TV or radio, there are other options. You can post it on your website and share it through social media channels like Facebook, Twitter, and LinkedIn. 

You could also write a blog post about the big news, which is great for sharing information with people looking for more detail than what’s in a quick tweet or status update. 

If you have an email list of customers who follow your company closely (for example, in case there ever were any recalls), sending them an email newsletter that shares the news via text message would be another way to spread the word without having to go through the process of writing a full-length press release and sending it off everywhere else

Does It Matter When I Submit A Press Release?

The best time to submit your press release is in the morning. Of course, this is not always possible and there are some exceptions to this rule, but generally speaking, if you can submit your press release when people are more likely to be awake, it’s going to do better than if you submit it at 3 am (even though we all know that’s when most of our best ideas happen).

The worst time to submit a press release would be during lunchtime or after work hours on a weekday because most of the journalists will already have left their desks for the day by then and won’t be able to see your submission until Monday morning or later.

When do journalists go home? It depends on their schedules but usually between 5 pm-7 pm. If they aren’t leaving yet then there’s still hope! But don’t wait too long either because if they leave right now then there’s no way anyone will see what has been sent out today so far before Monday morning rolls around again.”

Should I Include Photos With My Press Releases? And What Kind Of File Format Should They Be In?

Yes, you should include photos with your press release.

When deciding what kind of photo(s) to include, consider the following:

Is the story relevant to your target audience? If not, no one will care about it—and they won’t read your press release.

Are you trying to sell something? In that case, focus on photos that show off what you’re selling. Make sure they’re high resolution and in .jpg format so readers won’t have trouble opening them on their computers and mobile devices.

What is the purpose of this particular press release? If it’s an announcement or a product launch, then it makes sense to show off whatever item is being launched. 

In other cases (like when you’re sending out a general request for media coverage), it may make more sense for you not to include any images at all you can always send those out separately if someone wants more information about certain aspects of what happened or why it matters so much!

Integrating press release writing into your content marketing strategy can yield impressive results. Discover the reasons behind this integration in Why Press Release Writing Should Be in Your Content Marketing Arsenal and learn how it contributes to your overall marketing success.

Writing Effective Press Releases Will Get You Noticed By Journalists, Editors, And Consumers

  • Why you should write a press release

If you want your company, product or service to get noticed by journalists and consumers alike, then writing an effective press release is the way to do it. A well-written press release can help you reach your audience directly and drive traffic back to your website or blog.

  • How to write a press release

Press releases are typically written in the third person and should be no longer than 500 words (although some publications will accept longer articles). They’re usually organized in chronological order with the most recent news appearing first. There’s no formula for how long each paragraph should be the length depends on what information needs to be conveyed.


If you want to get your product or service noticed by consumers, journalists, and editors alike, writing an effective press release is a great way to accomplish that goal. Press releases are not just for big companies they can be used by small businesses too! Follow these tips from our experts and you’ll be on your way to creating your successful PR campaign in no time.

Further Reading

Explore these additional resources to enhance your understanding of press release writing:

Writing Press Releases 101: A comprehensive guide that breaks down the essentials of crafting effective press releases, covering key elements and best practices.

PR 101: Writing a Press Release: Learn the fundamentals of writing a successful press release, from structuring your content to optimizing it for media coverage.

Press Release Format Guide: Delve into the specifics of press release formatting, understanding how to present your news in a way that captures attention and maintains professionalism.


How do I structure a press release?

Press releases typically follow a standard structure, including a headline, subheadline, dateline, lead paragraph, body paragraphs, boilerplate, and contact information. This format ensures that important information is presented clearly and concisely.

What elements should I include in a press release?

A well-rounded press release should include the who, what, where, when, and why of your news. Provide relevant quotes, statistics, and background information to give context to your announcement and make it newsworthy.

How can press releases benefit my startup?

Press releases can help startups gain media coverage, attract potential investors, and create buzz around their products or services. A well-crafted press release can also contribute to building brand credibility and awareness.

How do I make my press release stand out?

To make your press release stand out, focus on creating a compelling headline, crafting an engaging lead paragraph, and using clear and concise language throughout the release. Including visuals like images or videos can also enhance its appeal.

Should I distribute my press release through a distribution service?

Using a press release distribution service can help your news reach a wider audience of journalists, bloggers, and news outlets. However, it’s important to target your distribution to relevant outlets and ensure your content is tailored to their interests.