The Ultimate Guide To Writing A Killer Press Release

The world of public relations is crowded, and it’s getting harder to stand out from the crowd. That’s why it’s so important that every press release you write stands out from the rest of the pack. Writing a killer press release isn’t just about cutting through all the noise it’s about building trust with potential customers and journalists alike. 

You want your words to be read by as many people as possible, but you also need them to resonate deeply with readers if they’re going to do any good for your brand or company. Luckily, there are plenty of ways you can make sure that happens! In this guide, we’ll explore those ways, including how Google affects SEO in 2018 and how email outreach works too!

1. Understand the Press Release Structure
2. Craft Attention-Grabbing Headlines
3. Include Newsworthy and Relevant Information
4. Utilize Clear and Concise Language
5. Incorporate Quotes for Credibility
6. Highlight the Call to Action
7. Proofread and Edit for Perfection
8. Distribute to Relevant Media Outlets
9. Leverage Multimedia for Enhanced Impact
10. Tailor Each Press Release to Target Audience and Platform

Start With A Headline

Start your press release with a catchy headline. This is the most important part of your entire press release since it’s the only part that readers see before they have to decide whether or not to keep reading. A good headline grabs attention and makes people curious enough to read on, but it also has to be relevant and consistent with the rest of your content.

A good headline should be short no more than three words and should use simple language that anyone can understand without having a degree in English literature. 

It should also be easy to read; avoid anything too long or complicated, like “The Ultimate Guide To Writing A Killer Press Release.” Finally, if possible, make sure that it includes keywords related to what you’re writing about (in this case: “press releases.”) 

You want people searching Google for these keywords when they’re looking for information about how to write their press releases!

When crafting a press release, remember that success lies in the details. Explore our article on 17 Tips for Putting Together a Press Release to ensure your press release shines with precision.

Write Your Summary

The summary should be brief and highlight the most important points. It should be written in the first person and use active voice to get your message across quickly. The summary should sound like you’re telling someone what’s in this press release, so it works best if it’s written in the present tense.

Keep Your First Paragraph Brief

A press release is a document that tells your story. Your job is to write it in a way that compels reporters, editors, and bloggers to want to tell your story for you. The first paragraph of your press release should accomplish two things:

  • It should use words, phrases, and sentences that start with “I” or “We.”
  • It should set up the rest of what’s contained in this important business tool by explaining why you’re writing it and what you hope will happen as a result.

Include The Who, What, Why, And How

Who, what, why, and how are the four most important questions you’ll want to answer when writing a press release.

When writing a news story that will be published by a publication like a newspaper or a magazine, these questions should be answered as quickly as possible so that the reader can understand exactly what they’re reading. The answers to these four questions will determine whether your story is relevant and interesting for readers.

Hoping to achieve viral success with your press releases? Dive into the strategies outlined in our guide on How to Create Press Releases that Go Viral to maximize the impact of your news.

Outline The Rest Of The Press Release

The next step is to outline the rest of your press release. Here’s what you should include in each section:

Introduction – This is where you introduce the product or service, explain its benefits and tell readers why they need it. This section should be written like a story with a beginning, middle, and end so that it flows smoothly from one paragraph to another without losing the reader’s attention.

Features – In this section, describe all of the features of your product/service in detail. Include any statistics that support how great it is for customers along with any technical information about your products (e.g., how many watts does it use?) if appropriate for readers who might not understand this language on their own.

Benefits – Once again, write this section as if telling a story but focus on how using this particular product will change people’s lives for better or worse depending on what kind of feature you chose above in the “Features” section

Write Shorter Sentences And Paragraphs

You’re writing a press release to get attention and generate responses, right?

Well, then it’s time to think about how you can make your message more likely to be read and shared.

One of the most effective ways I know of doing that is making sure your sentences are short enough for readers to digest quickly without skipping over them or having to re-read them.

Here’s why:

Short sentences are easier for people to understand than long ones because they don’t have as many words in them – less information equals less mental effort required from the reader

Startups have unique press release needs. Discover valuable insights in our post on 9 Tips for Writing Press Releases for Startups and ensure your startup’s announcements capture attention effectively.

Use Quotes Liberally

Quotes are one of the most powerful tools in your press release arsenal. They help readers understand the story, add credibility to your story and give it personality.

Here’s why quotes are so great:

Quotes help readers understand the story better. They can clarify what happened, give insight into the situation and even provide context for other information that you include in your press release (like numbers or statistics). 

You can use them to simplify complex issues by providing perspective from someone who’s been there before or at least knows their stuff!

Quotes add credibility to your story because they come directly from an expert source that can vouch for their accuracy and authenticity. 

This makes them infinitely more trustworthy than if you were using just one person’s opinion on something that happened they all know each other well enough now so it should be fine!

Call Out Key Facts In Bold Or Italics

Use bold or italics to highlight key facts. Bold or italicize the most important parts of your press release or those that are most likely to capture a reader’s attention. 

For example, if you’re announcing a new product launch, you might use bold to highlight this fact in the first paragraph of your release: “Our new product is the next generation of our best-selling product.”

Make your press releases easier to read by using bold and italics liberally. A well-written press release should be easy for readers to digest quickly and easily—and for this reason, it’s helpful to use these styling options liberally when writing one.

Include A Boilerplate Paragraph About Your Company

You should always include a boilerplate paragraph about your company. This is a short paragraph that describes your company and its mission, but it’s written in the third person.

The boilerplate should go at the end of your press release, just before all of the contact information for your media contacts.

Your boilerplate should also be written in a professional tone and not sound too sales or promotional.

Curious about the advantages of utilizing professional writing services for your press releases? Our article on 10 Benefits of Using Press Release Writing Services explains how experts can enhance your press release game.

Finish With Contact Information

Include contact information at the end of your press release. It’s important to include all of the information you need so reporters can easily get in touch with you.

Make sure your contact information is correct and up-to-date. Reporters don’t want to waste their time trying to figure out how to get hold of your organization so make it as easy as possible for them!

Provide a direct line or email address where reporters can reach out if they have questions or want more details about what you’re announcing.

In addition, include a physical address and phone number so that reporters don’t have to go searching online for these details (your office might be located in an unusual place).

Strike A Balance Between Good Writing And Seo

Writing a great press release that is also optimized for search is not easy. It’s important to strike a balance between good writing and SEO. You can’t use the same formula for each message, but you can use similar strategies for both.

To make sure your content gets found by search engines, you need to be strategic about how you write it. If you follow these tips on writing press releases that are optimized for keywords, then it won’t matter if someone writes their press release before yours you’ll still get ranked higher because of your keyword strategy!

Use Links To Build Trust With Consumers And Google Alike

Links can be used to build trust, credibility, and authority with consumers and search engines alike. This is especially true if you’re working in a niche field or want to establish yourself as an expert in your industry.

Here are some examples:

If you have a link from a major publication like Forbes, that will lend authority and credibility to your site because it shows the world that other respected publications think highly enough of you to link back to your work.

If someone recommends one of your articles on Twitter or Facebook, that’s also valuable exposure and if they include a link back to their site as well (an anchor text), it gives Google another reason not only for why people should visit but also why they should stay once they get there.

For example, here’s how HubSpot recommends adding links:

Use Email Outreach To Get Your Message In Front Of Journalists

Use email outreach to get your message in front of journalists. Email outreach is a great way to get your message in front of journalists and can be an effective tactic if you don’t have the budget or connections for other forms of marketing.

Email outreach is an excellent way to reach the right audience, but it can also be time-consuming and difficult without knowing what you’re doing. 

That’s why we’ve put together this guide! We’ll show you how to use email effectively so that when it comes time for your next press release campaign, your emails will work as hard as they can on behalf of your brand (and hopefully get some attention from journalists along the way).

Mastering press release writing requires comprehensive understanding. Explore the depths of effective press releases in our comprehensive guide, The Definitive Guide to Press Release Writing, and elevate your communication strategy.

Good Writing Is Essential For All Pr Content

Writing is the most important part of PR, SEO, marketing, and branding. Writing is also the most important part of the web and even the world. Without good writing, people will not read your content.

I’m not saying that if you’re a bad writer you should give up on life and go live in an igloo (though it might be fun). 

But I do think we need to stop seeing writing as an afterthought or something that just “happens” during the process of creating good content. Instead, I want us all to be aware that writing is just as important as what we’re saying maybe even more so!


Now that you’ve got all the information you need on how to write a killer press release, it’s time for you to get started with your own. 

Don’t forget about those tips we shared earlier in this guide: choose a topic that interests both journalists and your target audience; keep sentences short and punchy; avoid jargon at all costs (unless it is commonly used by industry experts), and don’t be afraid of using bold or italics if it helps highlight important information. 

Finally, remember that good writing is always important whether you’re writing an advertising copy or an email pitch!

Further Reading

How to Write a Press Release Short Description: Learn the fundamentals of crafting an effective press release to grab media attention and convey your message professionally.

Creating a Killer Press Release Short Description: Dive into expert tips and strategies for creating press releases that captivate your audience and drive meaningful engagement.

Definitive Guide to Writing Killer Press Releases for Events Short Description: Discover how to write compelling press releases tailored to events, ensuring maximum buzz and excitement around your upcoming event.


How do I structure a press release effectively?

A well-structured press release follows a standard format with a headline, dateline, introduction, body, boilerplate, and contact information. Each section serves a specific purpose, ensuring your message is clear and engaging.

What should I consider when targeting my press release?

When targeting your press release, consider the interests of your audience, the relevance of the news to different media outlets, and the potential impact of the story. Tailoring your approach can increase the chances of getting coverage.

How do I make my press release stand out?

To make your press release stand out, focus on crafting a compelling headline, using concise language, including newsworthy information, and incorporating multimedia elements such as images or videos. These elements can grab attention and enhance the overall impact.

How can I ensure my event press release generates buzz?

For event press releases, emphasize the unique aspects of your event, highlight key speakers or performers, and provide relevant details that showcase the value attendees will gain. Creating a sense of anticipation and excitement can help generate buzz.

What’s the role of a press release in modern marketing?

In modern marketing, press releases remain a valuable tool for announcing important news, building brand awareness, and establishing authority. When integrated with digital strategies, press releases can amplify your message across various channels.