Complete Guide to Press Release Writing

Joseph Perry
Sep 5
12 min read

Updated: Oct 21

Want media coverage for your business? It starts with a well-crafted press release. Here's a quick breakdown of what you need to know:

A press release is a short, structured document (300–800 words) used to share newsworthy updates with journalists and media outlets.
It answers the "who", "what", "when", "where", "why", and "how" of your announcement in a clear, factual way.
Key elements include a strong headline, an engaging lead paragraph, supporting quotes, a boilerplate (company background), and contact information.

Why it matters in 2025: Press releases continue to be a vital tool for businesses. They not only help you connect with journalists but also improve your online visibility through search engines and social media.

Top tips for success:

Use concise, news-focused language (avoid promotional tone).
Include relevant keywords for SEO.
Add multimedia elements like images or videos to make your story more engaging.
Target your press release to specific audiences or media outlets for better results.

Whether you're announcing a product launch, company milestone, or industry update, a well-structured press release can help you grab attention and build credibility. Let’s dive deeper into how to make yours stand out.

How to Write a Press Release Step-by-Step (FREE Templates)

Core Elements of a Press Release

A press release follows a structure that journalists rely on. Understanding these key components helps you create releases that grab attention and deliver your message effectively. With 68% of journalists citing press releases as their most useful source of content ideas [1], getting these basics right can mean the difference between gaining media coverage or being overlooked. Here’s a breakdown of the essential elements.

Writing a Strong Headline

The headline is the first thing journalists see - it’s your chance to make a strong impression. A good headline should be short, clear, and focused on newsworthy content. Including your company name is a smart move for brand recognition. Since journalists sift through countless press releases daily, clarity is critical. Highlight the most important aspect of your news, whether it’s a product launch, a partnership, or a significant milestone.

Numbers are especially eye-catching and can make your headline stand out. For example, instead of saying "Company Experiences Growth", try something like "TechStart Increases Revenue 150% in Q3 2025." This approach immediately conveys the importance of your story.

Action verbs such as "launches", "announces", "expands", or "partners" inject energy and show progress. Make sure your company name appears prominently, ideally at the beginning, so journalists can quickly identify the relevance. For local businesses, adding your city or region can help target local media outlets.

Writing a Lead Paragraph

The lead paragraph is where you answer the basics: who, what, when, where, why, and how. Journalists use this section to determine if your story fits their audience. Start with the most newsworthy detail. If you’re announcing a funding round, launching a new product, or addressing a specific challenge, lead with that core information.

Press releases that stay under 400 words tend to see 30% more media pickups than longer ones [3]. Begin your lead paragraph with a dateline that includes the city and date (e.g., "CHICAGO, IL – September 6, 2025 –") to emphasize timeliness and regional relevance.

Write this section like the opening of a news article: use third person, stick to active voice, and focus on presenting facts over opinions.

Adding Quotes and Supporting Details

Once your headline and lead are solid, bring depth to your press release with quotes and additional context. Quotes add a personal touch and give journalists ready-to-use material for their stories. Include statements from key figures like your CEO, customers, or industry partners. Executive quotes might highlight strategy or broader industry impact, while customer quotes can showcase the practical benefits of your product or service.

Organize the supporting details using the inverted pyramid style: start with the most critical information, then layer in background details, timelines, and supplementary quotes. This format ensures that even if editors need to cut sections, the core message remains intact.

Keep paragraphs concise and focused on one idea at a time, making it easier for journalists to scan. Use relevant data and specific examples to strengthen your announcement and preemptively address any follow-up questions.

Including a Boilerplate and Contact Information

The boilerplate is a brief snapshot of your company. It should include when your company was founded, its mission, key products or services, and any noteworthy achievements. Regularly update this section to reflect recent milestones, employee numbers, or geographic expansions as needed.

Contact information is crucial. Include a primary media contact with a direct phone number and email address. Since 74% of journalists prefer receiving press releases from PR teams [2], providing both primary and backup contacts ensures smoother follow-ups.

You can also add your website URL and relevant social media handles - LinkedIn is particularly useful for B2B audiences. Typically, the boilerplate and contact details are placed at the end of the press release under headings like "About [Company Name]" and "Media Contact."

Structuring and Targeting Your Message

After nailing down the key elements of a press release, the next step is fine-tuning its structure and tailoring it for the US media landscape. A well-organized and targeted press release can significantly improve your chances of grabbing media attention, but only if you understand and respect the expectations of American journalists.

Getting the structure right is just the start. The real test lies in customizing your message for different audiences while maintaining the professional standards that US journalists rely on. By aligning your press release with these expectations, you can boost its credibility and make it more appealing to media outlets.

Writing for US Media Outlets

US journalists operate under tight deadlines, so they appreciate press releases that follow a predictable and professional format. Familiar structures not only save time but also lend credibility to your story [5][6]. When your press release looks polished and adheres to established conventions, journalists are more likely to take it seriously.

Objectivity is a cornerstone of US media. Avoid overly promotional language. For example, instead of saying, "Our revolutionary new product will transform the industry", go with something like, "TechCorp's new software reduces data processing time by 40% compared to current market solutions." The second version provides concrete, verifiable information that journalists can use in their reporting.

Keep your language clear and straightforward. US journalists prefer clarity over clever wordplay or heavy industry jargon. If you're announcing a partnership, detail what each company brings to the table and how it benefits customers. For product launches, focus on the problem being solved rather than diving into technical specifications.

Stick to a structured format to make it easy for journalists to identify the key news quickly. Then, adjust your content to suit the specific audience you're trying to reach.

Targeting Content to Your Audience

Different media outlets cater to different audiences, so your press release should reflect that. For example:

A tech announcement sent to TechCrunch should highlight innovation and market disruption, while the same news sent to The Wall Street Journal should focus on business impact and financial outcomes.
Trade publications and industry blogs appreciate technical depth and insider insights. Use technical terms, include metrics, and provide industry context that broader publications might skip.
Local media outlets prefer stories with a community angle. If you're opening a new office, emphasize the local jobs created, partnerships formed, and community benefits. Quotes from local officials or community leaders can add a relatable touch.
Business publications focus on financial performance, market trends, and competitive positioning. Frame your announcement around revenue impact, market opportunities, or how your news ties into broader economic trends.
Consumer media outlets want stories that resonate with everyday people. Translate technical updates into relatable benefits. For instance, instead of highlighting "enhanced API functionality", explain how it makes apps faster or easier to use.

Once you've tailored your content for the audience, ensure your formatting aligns with US standards to maximize credibility and usability.

Formatting and US Standards

Professional formatting is a signal of credibility to US journalists. Keep your press release to one or two pages [4], making every word count. Use standard business formatting with clear sections and consistent spacing.

Follow US conventions for dates, such as "September 6, 2025", instead of "6 September 2025" or "06/09/2025." Ensure your dateline is formatted correctly (e.g., "CHICAGO, IL – September 6, 2025 –") to indicate when and where the news originates.

Use the dollar sign ($) for currency, formatted as "$1.2 million" rather than "1.2 million dollars" or using international symbols. For large numbers, stick to US conventions like "$1,500,000" or "$1.5 million", depending on your audience.

Headlines should grab attention while staying professional. Avoid exclamation marks, overly large fonts, or "salesy" language. Keep them under 80 characters to ensure proper display in online newsrooms and social media previews. A good headline should work as a tweet or email subject line without needing edits.

For phone numbers, use US formatting: (555) 123-4567, including area codes even for local releases. Digital distribution means your press release could reach journalists outside your immediate area.

Time references should use AM/PM rather than the 24-hour format. If you're announcing an event or earnings call, specify the time zone: "The conference call will begin at 2:00 PM EST on September 15, 2025."

Addresses should follow US Postal Service standards with state abbreviations, like "123 Main Street, Suite 456, Chicago, IL 60601." This consistency helps journalists quickly identify location relevance and contact details.

Stick to clean, simple formatting. Your press release should look like it could be published in a US newspaper with minimal editing. Avoid unusual fonts, use standard paragraph breaks, and keep the text black on a white background. Many journalists copy and paste directly from press releases, so clean formatting makes their job easier and increases the likelihood of accurate coverage.

Maximizing Impact and Avoiding Common Mistakes

Once you've nailed the structure and targeting of your press release, the next step is to ensure your message hits home. Even the most well-written releases can fall flat if they fail to grab attention, reach the right audience, or present a clear, timely, and measurable story.

To make your press release stand out, focus on crafting a newsworthy narrative. Highlight topics that are relevant, timely, and meaningful to your audience, and back them up with specific, measurable details. This approach can turn your release into a powerful tool for media engagement.

Identifying Newsworthy Topics

Choosing the right topic is crucial. Think about timing, measurable outcomes, and the human element of your story. Journalists are drawn to announcements that address real-world challenges or offer clear benefits to their audience. By communicating specific results and emphasizing the relevance of your news, you make it easier for journalists to see the value in covering your story.

Distribution Methods

How you distribute your press release is just as important as its content. Research shows that 68% of journalists rely on press releases for story ideas, underscoring the importance of targeted distribution [7]. To get the most out of your release, build a well-researched media list and use a multi-channel approach. This can include direct outreach, distribution services, social media, and your own platforms like a newsroom or email newsletters.

Avoid the temptation to blast out mass emails. Instead, tailor your outreach to specific journalists or publications. This is especially important given that only 25% of pitches are considered relevant by journalists [7]. For major announcements, you might even offer an exclusive to a key outlet before rolling out broader distribution. And don’t forget to follow up - once - with additional context. Overdoing it, however, can strain your relationships with media professionals.

By combining targeted efforts with a mix of channels, you can ensure your message reaches the right people and gets the attention it deserves.

Common Pitfalls to Avoid

Even small missteps can undermine your press release. Since 74% of journalists prefer press releases over other types of PR content [7], it's crucial to avoid common mistakes that could hurt your credibility. Here are some frequent errors and how to address them:

Common Mistake	Best Practice
Burying the lead: delaying key information	Put the most important details in the very first sentence
Overly promotional language without evidence	Use clear, measurable facts and verifiable claims
Generic outreach to all contacts	Personalize your pitch to match each journalist's beat
Poor timing: releasing news during busy cycles	Pick a time when your story won’t compete with major events
Missing or outdated contact details	Always include accurate and up-to-date contact information

To make your press release more engaging, use straightforward language and include specific, well-crafted quotes. These can add depth and personality to your story while reinforcing its authority. Double-check all details - names, dates, titles, and figures - to avoid errors that could damage your credibility. And remember, press releases should be reserved for announcements that are genuinely newsworthy. This keeps your relationships with journalists strong and ensures your releases are taken seriously.

Tools and Resources for Small Businesses

Crafting an effective press release requires the right tools and support. For small businesses, having access to practical resources can simplify the process and help achieve impactful results. Here’s a closer look at some tools and services that can make a big difference.

Press Release Templates and Checklists

A well-designed template provides a clear structure for your press release, including essential elements like the headline, dateline, lead paragraph, body, quotes, boilerplate, and contact details. Pairing this with a checklist ensures your release is polished and professional. This means double-checking for newsworthiness, consistency in style, and accurate contact information. Before hitting send, confirm that all names and titles are correct, quotes add meaningful context, and the headline captures the essence of your announcement.

For small businesses without a dedicated PR team, these tools offer a reliable framework to maintain high standards and avoid costly mistakes.

Big Drift Marketing's Press Release Services

Big Drift Marketing offers Press Release Writing and Distribution services that turn business announcements into engaging news stories. Their team combines expertise in strategic communication and copywriting with targeted media outreach to maximize impact. As they say:

"People want to see good stories in the news. Why not yours?" - Big Drift Marketing

By handling both the writing and distribution, Big Drift Marketing ensures your press release fits seamlessly into your broader marketing strategy.

The Importance of Professional Support

Partnering with a professional marketing agency like Big Drift Marketing can significantly improve the effectiveness of your press releases. Expert guidance not only boosts visibility but can also elevate your business from local recognition to a broader audience. As the Strategic Advisor Board explains:

"When it comes to expanding your small business's reach and presence, few tools are as effective and efficient as press release distribution." - Strategic Advisor Board

Professional support ensures your press release is crafted with precision and distributed strategically, protecting your brand’s reputation and maintaining quality. Well-written releases can also enhance your online presence by incorporating relevant keywords and backlinks, improving search engine performance. By utilizing expert resources, you can ensure your announcements consistently resonate with media outlets, leading to greater credibility, increased visibility, and new opportunities for growth.

Conclusion

Press releases remain a powerful tool for small businesses aiming to grab media attention and establish credibility in 2025. Success hinges on understanding that every detail counts - from crafting an attention-grabbing headline to delivering well-structured, newsworthy content that resonates.

The structure of a press release plays a huge role in its effectiveness. A strong release balances valuable news with essential details to catch the media’s eye. But don’t overlook the importance of timing and targeting. Even the best-written release will fall flat if it’s sent to the wrong audience or at an inopportune moment.

For businesses with limited PR budgets, using proven templates, detailed checklists, and seeking professional input can make all the difference. These tools can turn a release from something that gets ignored into one that sparks meaningful coverage. Investing in quality content consistently delivers returns in the form of increased visibility and trust.

Press releases also offer the added benefit of boosting online visibility through SEO and can be repurposed for other marketing efforts. This dual functionality makes them an efficient choice for businesses looking to stretch their resources while maximizing their reach.

While the media landscape evolves, the fundamentals of clear storytelling and genuine news value remain unchanged. By focusing on these essentials and steering clear of common mistakes - like overly promotional language or burying the main point - you can craft press releases that generate awareness and drive growth. Use these strategies to make press releases a cornerstone of your PR efforts.

FAQs

What are the best ways to make my press release grab attention from journalists and media outlets?

To get noticed, start with a headline that grabs attention and clearly conveys the significance of your story. Keep your press release brief and to the point, placing the most critical details at the top. Use a straightforward, professional tone that’s easy to follow. Adding high-quality images or videos can make your release more engaging and visually appealing.

Shape your message around your audience's interests and connect it to current trends or timely events. Skip the jargon, stick to the facts, and make sure your release covers the basics: who, what, when, where, why, and how. A well-organized and relevant release boosts your chances of catching the media's eye and securing coverage.

What mistakes should I avoid when writing a press release?

When crafting a press release, stay away from vague or uninspiring headlines that don't clearly communicate the main idea or catch the reader's eye. Your press release should center on a genuine news story, avoiding overly promotional language or irrelevant details that dilute its purpose.

It's also important to skip the heavy use of jargon or exaggerated claims, as these can turn off your audience. Include quotes that are both relevant and impactful, and always tailor your message to fit the interests of your specific audience. Finally, keep your writing sharp - make it concise, easy to understand, and error-free to uphold your credibility and professionalism.

How can small businesses create impactful press releases on a tight budget?

Small businesses can create compelling press releases by focusing on clear, concise, and newsworthy content that emphasizes what sets their story apart - whether it's launching a new product, announcing an event, or celebrating a milestone. Crafting a message that connects with local audiences or specific niche markets can make it more engaging and relevant.

To expand their reach without breaking the bank, businesses can explore free or budget-friendly distribution platforms and reach out directly to local journalists or bloggers. Timing is key - releasing the news to coincide with trending topics or events can amplify its impact. Personalizing outreach efforts can also go a long way in grabbing attention. With careful planning and a bit of ingenuity, small businesses can achieve meaningful PR outcomes, even on a tight budget.