Press Release Writing For The Incurably Optimistic

I’m an incurably optimistic person. Even when things are going badly, I’m still able to find some reason to smile. And that’s exactly why I love writing press releases! 

Press releases are a great way to get free publicity for your business or organization by getting your message out there and into the hands of a relevant audience. In this article, we’ll go over what makes up a good press release and how you can write one that will help make your organization look awesome!

How to Write Press Releases (with Examples) – YouTube
Key Takeaways
1. Craft press releases with an optimistic and positive tone.
2. Emphasize the value and impact of the news being shared.
3. Incorporate engaging storytelling to capture readers’ interest.
4. Focus on the benefits and solutions your news offers.
5. Tailor the press release to resonate with your target audience.

1. Know Your Audience

The first step to writing a successful press release is knowing your audience. If you don’t know who you’re trying to reach, how can you write something that will interest them? Here are some of the questions I ask myself when preparing a press release:

  • What are the goals of this press release?
  • Who is it intended for?
  • What do they want to read about and what don’t they want to read about?
  • How can I make this content accessible and appealing to my target audience (and not just me)?

Building an effective press release requires careful attention to detail and strategy. Discover insightful tips in our article on putting together a press release that will capture your audience’s interest and convey your message seamlessly.

2. Learn The “Abcs” Of The News

The second point is to learn the “ABCs” of the news. This involves writing a news release accurately and objectively. When you write your headline, you should avoid using words that are too dramatic or sensationalist. 

The headline should also be written so it can be understood by anyone who reads it, regardless of their level of knowledge about the subject matter.

The next step is creating a body copy that provides more detail on what has happened or will happen as a result of the event being reported on by journalists. Body copy should always include facts, statistics, and quotes from individuals directly involved in any given story (e.g., spokespersons for organizations).

Closing paragraphs provide readers with additional information related to topics mentioned earlier in a release (see below). 

Dateline refers to where something occurred; endline refers to how long ago an event took place; further information refers to readers elsewhere if they want additional details about something mentioned earlier within a press release.

Guiding principles establish rules or best practices for future press releases issued by this organization or individual journalist; the headline gives readers insight into what topic(s) will be covered by the writer during the article/series published over several days/weeks/months etc.

The introduction paragraph tells readers why the writer thinks he/she has something valuable worth sharing through the medium used i.e., a blog post would probably start with a paragraph explaining why the blogger decided to create a blog post today instead of another time when felt like doing so

3. Focus On The Benefits

When writing a press release, it’s important to focus on the benefits of your product or service to readers. You should use words like “you”, “now”, and “here” instead of “we”. This helps readers feel as if they are getting something useful out of reading your release.

Also, include words like “immediately” and “instantly” to make it clear that people can get started right away with whatever you’re offering them. For example:

You can immediately improve your productivity by using this program!

Crafting press releases that go viral takes a blend of creativity and technique. Learn how to achieve this with our comprehensive guide on creating viral press releases and watch your news spread like wildfire.

4. Keep It Simple

Writing a press release is a lot like writing an essay. It’s not a novel, and it shouldn’t be treated as one. Many people make the mistake of thinking that they need to use big words, long sentences, and paragraphs to sound more intelligent. 

The truth is that you don’t have to impress anyone with your vocabulary to write a compelling press release you just need to tell the story clearly and accurately.

In addition to keeping your sentences short and simple, try using active voice rather than passive voice when describing who did what or how something happened. 

This will make your writing more engaging for readers because it’s easier for them to follow along with what’s happening in each sentence without getting bogged down by awkward phrasing or verb tenses that confuse their understanding of what’s going on in each sentence.

5. Write A “Grabber” Headline

Write a “grabber” headline. The first paragraph of your press release should be compelling enough to grab the attention of reporters and editors looking through their email inboxes. Some guidelines:

Avoid all caps (it looks angry), abbreviations, superlatives (best, fastest, etc.), jargon, and clichés.

Don’t use puns unless you’re certain they’ll work. If they don’t work, they’ll make people hate you and they won’t help your cause in any way whatsoever!

Short on time but need to create a compelling press release? Check out our quick guide on writing a perfect press release in just minutes to achieve maximum impact with minimal effort.

6. Use Quotes And Testimonials

You can use quotes and testimonials to add credibility, but be careful not to overdo it. A good rule of thumb is that one quote per press release will suffice. 

Quotes can be from experts in your field, customers who love your product or service, media coverage of your company or business venture, or even another author’s words that you feel best to represent what you want to get across.

To give you an example of how to use quotes: In the section “How To Write A Press Release For The Incurably Optimistic” I wrote about my next book: “

I wrote this book because I want people everywhere to know how much fun they can have by taking on new challenges like learning how to write a press release as if they were born with a self-help guru inside them waiting for their chance at greatness!” (Okay, maybe it wasn’t quite that good.)

In this case, I am quoting myself because (a) It makes me sound awesome (b) It shows confidence in my work and belief in its quality (c) It adds authenticity because no one would quote themselves unless they believed what they were saying.’

7. Put Yourself In Their Shoes

To make your audience feel as though they are in your shoes, you need to know what their shoes look like.

This means researching your audience. Before writing a single word of your press release, learn as much about them as possible. What do they need? What do they want? What do they need to know? What can they do with the information presented in this press release?

If you don’t know how to answer those questions already, that’s okay! The best way to find out is by talking to them directly (we’ll talk more about this later).

New to press release writing? Dive into the fundamentals with our detailed resource: Press Release Writing 101. Gain insights into the structure, content, and best practices for creating effective press releases.

8. Make Sure That It’s Easy To Read

A good article is easy to read.

This sounds obvious, but it’s something that many writers forget. If you’re going to subject your readers to hundreds of words that are long and difficult to parse, they’ll be much more likely to reach for the mouse and click away faster than you can hit “compile.” With this in mind, here are a few tips for making sure your writing is as accessible as possible:

Keep sentences short. Short sentences are easier on the brain, especially when they’re packed full of information or focus on just one idea at a time. 

It’s also easier for readers who skim through the text quickly such as those who may have been expecting a piece about something else entirely to find what they’re looking for when there aren’t long chains of ideas mixed in one paragraph like spaghetti strands from an over-sauced bowl (sorry).

Break up longer paragraphs into shorter ones with subheadings or bullet points if necessary. This will make it much easier for people who don’t want to read everything all at once but still want some kind of overview before deciding whether or not they should keep reading!

9. Choose Good Graphics But Don’t Overdo Them

As you know, a good graphic can enhance the story you’re telling. Just make sure not to overdo it. Graphics should illustrate the point of your story, but if they’re not relevant to what you’re saying or don’t have high enough quality, they’ll distract from your message and lose their impact.

10. Write A Good Opening Paragraph To Draw Readers In

When writing your press release, the opening paragraph is a good place to start. Your goal is to capture the reader’s interest and make them want to know more.

Tell them what it’s about: If you’re writing about a new product or service, explain what it does and why people need it. If you’re announcing an upcoming event, tell them where it will be held, when tickets go on sale, who will be presenting, and any other pertinent details.

Use a quote or statistic: Quotes from experts in their field can give readers insight into how others perceive the subject at hand (and may even lead them to check out those experts’ work). Stats are another great way of providing proof that what you have written about has merit—they might even inspire further investigation!

If possible, include one of these elements in every paragraph so that each piece of information builds on the next until readers are captivated by your words!

11. Make It Look Good Don’t Leave Out Graphics Or Make It Hard To Read

Make sure your press release looks good.

Your press release should have an eye-catching headline and opening paragraph to pique the interest of readers so that they’ll keep reading. If it’s hard to read, people won’t read it. If a person doesn’t care about what you wrote, then he or she won’t share it with others or link back to you.

Grabbing your audience’s attention with your press release is essential. Elevate your writing skills with our collection of 13 tips for writing attention-grabbing press releases that will make your news stand out in a crowded media landscape.

Write The Best Press Release You Can, But Use Free Sources To Get It Out There

You’ve written the best press release you can, but now what?

The answer is simple: Publish it! The Internet has made it easier than ever for your business to get attention for its products or services. 

While traditional media outlets are still important and have their place in many marketing strategies, some alternatives can be just as effective or even more so. To maximize your chances of success, make sure that you’re using these free sources of distribution:

Press Release Distribution Sites: These sites will distribute your press release to their network of news outlets and bloggers who write about relevant topics. 

Not all sites are created equal; some charge a fee while others offer free access with certain restrictions (such as limited distribution). You may need to experiment with different platforms until you find one that works best for your business needs.

Email Marketing: Email marketing is still one of the most effective ways (and cheapest) ways to reach consumers directly through their inboxes which means that if done correctly it can also be used as an effective tool for generating buzz around new products/services or other major announcements from your company.


The media is a powerful tool that can help you get your message out to the public and make a difference. With the right strategy, your press release will be read by more people than you could ever reach on your own. 

The key is to take advantage of free resources like PRWeb and OutreachWire while still following these guidelines: know your audience; learn what they’re looking for; focus on benefits; keep it simple; write a “grabber” headline; 

Use quotes or testimonials from experts in the field who support what you’re saying; put yourself in their shoes (understand their needs); make sure it’s easy to read so people don’t feel overwhelmed by how much information there is on each page/screen before moving onto another topic within this blog post about writing good content!

Further Reading

Public Relations Writing Materials: Explore a comprehensive guide to public relations writing materials, covering essential concepts and strategies.

Effective Public Relations: Some Theoretical Lines: Delve into this academic article discussing theoretical foundations for effective public relations practices.

How to Write Press Releases: Examples and Templates: Learn from practical examples and templates about the art of writing effective press releases.


How can I improve my press release writing skills?

Improving your press release writing skills involves understanding the key elements of a press release, refining your storytelling abilities, and adapting your writing style to different audiences.

What makes a press release newsworthy?

A press release becomes newsworthy when it contains timely, relevant, and impactful information that captures the interest of journalists and the target audience.

Are there any proven templates for writing press releases?

Yes, there are various templates available for writing press releases. These templates offer structured formats that help you organize your information effectively and convey your message clearly.

How can I ensure my press release gets media coverage?

To increase the chances of your press release getting media coverage, focus on crafting a compelling headline, providing valuable information, and reaching out to relevant media contacts.

What role does storytelling play in press release writing?

Storytelling is crucial in press release writing as it helps humanize the information, making it more engaging and relatable. Incorporating storytelling techniques can make your press release more compelling and memorable.