{"id":4105,"date":"2024-10-09T07:03:00","date_gmt":"2024-10-09T07:03:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=4105"},"modified":"2025-05-08T15:49:20","modified_gmt":"2025-05-08T15:49:20","slug":"how-to-write-press-release-guide","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/how-to-write-press-release-guide\/","title":{"rendered":"How to Write a Press Release (With Tips From PR Pros)"},"content":{"rendered":"\n

When you type \u201cHow to write a press release\u201d into Google, it spits out thousands of results. And no wonder. If you\u2019re looking to get media coverage for your business<\/a>, knowing how to write a press release is an essential skill. <\/span><\/p>\n\n\n\n

But what should a press release include? How to end a press release? And what about the press release format<\/a>? Luckily, we have all the answers. <\/span><\/p>\n\n\n\n

There are specific guidelines for writing a press release\u2014covering everything from news angles to press release structure. All of them you will find in our complete guide on how to write press releases that get attention (and results!), along with expert comments.<\/span><\/p>\n\n\n\n

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Looking to create a press release?<\/strong><\/p>\n<\/div><\/div>\n\n\n\n

Use Prowly's AI press release generator<\/a> or templates that you can use for free to easily create your own in a format that journalists expect to receive.<\/p>\n\n\n\n

Prowly also lets you find relevant journalists based on your press release and send it to them directly from the platform.<\/p>\n\n\n\n

\"press<\/figure>\n\n\n\n
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CREATE A PRESS RELEASE FOR FREE<\/a><\/div>\n<\/div>\n\n\n\n

While creating press releases with AI or templates is a great way to speed up the process, it's still crucial to know the ins and outs of writing a press release to ensure it's correct and effective.<\/p>\n\n\n\n

Read on to find out what makes a good press release.<\/p>\n\n\n\n

What is a press release?<\/h2>\n\n\n\n

A press release<\/a> is a tool made to announce something that is newsworthy in the most objective way possible. The whole purpose of a press release is to get coverage and get noticed by a target audience.<\/p>\n\n\n\n

It sounds simple, doesn\u2019t it? Well, the problem is that the press release is tricky and often misunderstood by both PR specialists and the audience. To be able to write an effective material, it is necessary to understand its structure:<\/p>\n\n\n\n

Press release format<\/h2>\n\n\n\n

If you\u2019re building a press release on your own, remember that there is a standard, expected format for press releases.<\/p>\n\n\n\n

These are the elements of a standard press release:<\/p>\n\n\n\n

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  1. Headline<\/li>\n\n\n\n
  2. Subheader \/ Lead<\/li>\n\n\n\n
  3. Dateline<\/li>\n\n\n\n
  4. Body<\/li>\n\n\n\n
  5. Quote<\/li>\n\n\n\n
  6. Company info (boilerplate)<\/li>\n\n\n\n
  7. Logo<\/li>\n\n\n\n
  8. Media contact information<\/li>\n<\/ol>\n\n\n
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    \"press<\/figure><\/div>\n\n\n

    While you might get creative and unconventional when it comes to the content<\/em>, the format where you present it needs to follow the rules.<\/strong> This is not the time to get experimental\u2014remember that you\u2019re writing for an audience<\/a> that is used to a particular format because it works. <\/p>\n\n\n\n

    \"By following a standard press release format, you\u2019re ensuring that a journalist knows how to find what they\u2019re looking for in your release and allow them to quickly determine if they want to cover your announcement. It also shows them that you\u2019re a seasoned PR pro who knows the ins and outs of a press release, and signals that you\u2019re likely easy to work with.<\/em>\" <\/span>\u2013 Cassie Scher, <\/strong>Nahigian Strategies<\/strong><\/a><\/p>\n\n\n\n

    Let\u2019s go through the boxes you need to tick when formatting a press release <\/strong>so you can make just the right impression on media contacts and provide them with everything they need to take your conversation to the next level.<\/p>\n\n\n\n

    How to write a press release<\/strong> in 9 steps<\/h2>\n\n\n\n

    Now that you know the correct press release format, let's dig into the details of writing a press release.<\/p>\n\n\n\n

    1. Choose your target audience<\/h3>\n\n\n\n

    Before you get to the actual press release writing\u2014the most important thing to start with is choosing your target audience and the angle<\/a> that matters for them.<\/p>\n\n\n\n

    \"audience
    Prowly's Media Database offers in-depth data about outlets' audiences<\/figcaption><\/figure>\n\n\n\n

    Remember that the angle (a perspective that the story will take, in other words) that will interest the readers of a specialist publication will be very different from the local newspaper.<\/p>\n\n\n\n

    Keep in mind that you\u2019re not only targeting potential readers but also journalists. <\/strong>If you don\u2019t do your research and target the wrong journalists, writing good press releases won\u2019t get you anywhere.<\/p>\n\n\n\n

    By using a PR tool like Prowly<\/a>, you can access a media database to find relevant journalists<\/a> and also get recommendations based on your press releases.<\/strong> This way, you\u2019ll always pitch relevant media contacts who are more likely to be interested.<\/p>\n\n\n\n

    2. Craft an attention-grabbing headline<\/h3>\n\n\n\n

    No surprises here. Your headline needs to communicate the essence of what follows at a glance.<\/strong> Recipients of your press release are going to scan the headline in a fraction of a second, so this is the place to make your point. Convincing media contacts that your message is newsworthy can be a challenge when you have a limited number of characters to work with, so focus on the main takeaway. <\/p>\n\n\n\n

    Pro tip: <\/strong>Don\u2019t use all capital letters or exclamation points in your headline. A reasonable font size and bolding, combined with the fact that it\u2019s the header, make it obvious to the reader that your news is somehow important. <\/p>\n\n\n\n

    Humans have a shorter attention span than goldfish. So saying less is best in the headlines. Focus only on adding value, making it catchy, and creating a hook for your target audience. Avoid using clickbait in the headlines, you may lose trust among the journalists as well as will attract the wrong readers.<\/em> - Mehdi Hussen, Head of Marketing @ ZoomShift<\/a><\/strong><\/p>\n\n\n\n

    \ud83d\udca1 Read more: How to Write a Great Press Release Headline (w\/ Examples & Tips)<\/a><\/p>\n\n\n\n

    3. Add more information with your lead<\/h3>\n\n\n\n

    This is optional but recommended since it gives you a chance to pack some extra information right at the top. As a de facto extension of your headline, use your subheader or lead to expand on what makes your announcement worth the time and <\/strong>attention of media contacts<\/strong><\/a>. <\/strong><\/p>\n\n\n\n

    As you write your subheader or lead, think of which aspects of your announcement are most likely to impress, inform, or spark curiosity about the details. If your header is a high-impact message limited to just a few words, your subheader is an opportunity to expand on it with the top one or two ways that it\u2019s important or consequential. <\/p>\n\n\n\n

    Remember about the five W's: what the news is about, who is involved, when and where it happened, and why it is important. <\/p>\n\n\n\n

    Pro tip:<\/strong> Your header and subheader are not the places for mysterious, \u201cread more to see\u2026\u201d references to what\u2019s in your press release. Don\u2019t make readers \u201cwork\u201d by teasing what\u2019s further down the page. Stick with the facts and use the time and attention the reader gives you to convey the most information possible. <\/p>\n\n\n\n

    \"Campaign<\/figure>\n\n\n\n

    4. Include the dateline <\/h3>\n\n\n\n

    Typically at the introduction of the main body of text, the dateline communicates basic info like the date and location of the announcement.<\/strong> Bold this information and separate it from the first sentence of the body with a dash. <\/p>\n\n\n\n

    The dateline always contains the name of the city in capitals, with the state being optional. Despite the name, the dateline does not have to include the date.<\/p>\n\n\n\n

    Be sure to change and update the dateline with any changes or updates in the press release itself. <\/p>\n\n\n\n

    Pro tip:<\/strong> Sure, the dateline is a very small piece of the press release but it\u2019s simply part of the expected format. Don\u2019t overlook this standard press release format element just because it\u2019s just a handful of characters!<\/p>\n\n\n\n

    Read more: https:\/\/review42.com\/resources\/dateline-press-release\/<\/a><\/p>\n\n\n\n

    5. Provide the details of your announcement in the body<\/h3>\n\n\n\n

    Here\u2019s where all the who-what-when-where-why basics get covered. Never forget that you\u2019re trying to get media contacts interested in learning more, so the newsworthy angle should always be a priority. <\/p>\n\n\n\n

    Use a strong opening sentence, which will likely be a paraphrase of your headline. <\/strong>Remember that journalists will think in terms of \u201cHow is this relevant to my audience\u201d, so the body of your press release is where you answer that along with the top-level details that help them to start imagining what their story about you could look like. <\/p>\n\n\n\n

    There\u2019s nothing wrong with adding a second paragraph, as long as all the information you include helps to meet the goal of explaining why your announcement is worthy of media coverage. The focus is always on how your message is interesting, valuable, relevant, etc. to those who might read about it, not how media coverage would be good for you. <\/p>\n\n\n\n

    Don\u2019t let the <\/strong>length of the body of your press release<\/strong><\/a> push the total length beyond a single page.<\/strong> If you push things to a second page, there is a 100% chance there is some fat to cut out on page one. <\/p>\n\n\n\n

    Pro tip:<\/strong> This is a press release, not a copy for an advertisement. Stay away from salesy language and remember that you\u2019re trying to ignite interest in a story, not a product or service. <\/p>\n\n\n\n

    \"Press
    Press release example created in Prowly by <\/span><\/em>Brydge<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n

    6. Include a quote to add credibility or more details<\/h3>\n\n\n\n

    Another optional but recommended component of your press release layout quotes help to add a touch of credibility or detail to your announcement. Depending on the context, quotes can help to illustrate how much of a breakthrough you\u2019re announcing, how important your news is for the industry, how unique or game-changing it is, etc. <\/p>\n\n\n\n

    Again, the same rule applies\u2014be sure that the information in any quote you use helps media contacts create a more complete conception of the story they could <\/strong>write about your announcement<\/strong><\/a>.  <\/strong>Everything is about helping to facilitate the path from your press release to press coverage. <\/p>\n\n\n\n

    Pro tip:<\/strong> If possible, use a quote from the most high-profile, credible source associated with your organization. Also, the rule about avoiding salesly language applies to quotes as well.  <\/p>\n\n\n\n

    7. Provide your company info in the boilerplate<\/h3>\n\n\n\n

    The last paragraph of your press release will include a basic but flattering description of your company. This is the press release equivalent of the \u201cAbout Us\u201d section on your website. Keep it short, keep it complimentary by mentioning your position in the industry, awards, etc., and provide a link to your website.<\/strong> <\/p>\n\n\n\n

    Like the press release generally, keep your boilerplate section limited to the most essential, high-level kind of information and use later follow-ups to expand on the details. This is no time for the complete history of your company!<\/p>\n\n\n\n

    Pro tip: <\/strong>This boilerplate section of your press release can contain information you might be tempted to include elsewhere, like the subheader or the body. If you are \u201cCalifornia\u2019s leading supplier of building supplies\u201d or \u201cThe Southwest\u2019s largest medical research facility\u201d or whatever, say that in your Company Info section instead of repeating it. This will free up space in those other sections for additional information.  <\/em><\/strong><\/p>\n\n\n\n

    \"Press
    Press release example from <\/span><\/em>Prowly<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n

    8. Add your logo<\/h3>\n\n\n\n

    Your company\u2019s or organization\u2019s logo is part of any professional press release. Search online and you\u2019ll find that there\u2019s plenty of disagreement of where exactly it should appear on the page but top-middle and bottom-middle are the two leading contenders. You can decide based on what you think looks best. <\/p>\n\n\n\n

    Pro tip:<\/strong> <\/em><\/strong>Use a full-color logo and keep it down to a fairly small size. Remember, the logo is there for brand identity purposes, not to steal the show.  <\/p>\n\n\n\n

    9. Include your contact details for the media<\/h3>\n\n\n\n

    You\u2019ve put all this effort and planning into your press release because you want to generate interest among media contacts, so be sure that you make it easy for them to get in touch. <\/strong>This info will depend on who your contact is, of course\u2014the person writing the press release, a Marketing or PR representative, an outside agency, etc. <\/p>\n\n\n\n

    A simple \u201c[Brand name] is happy to share more information\u2026\u201d or \u201cPlease direct all media inquiries to\u2026\u201d or some similar call to action is sufficient to make it clear that this is the person who will handle replies from the media. <\/p>\n\n\n\n

    Pro tip: <\/strong>A phone number and an email address is all the contact information you need to share with anyone responsible for handling replies to your press release. While you may have reached out to media contacts via their social media, you want their replies to go through your phone or email. <\/p>\n\n\n\n

    Common mistakes when writing a press release<\/h2>\n\n\n\n

    1. The story isn\u2019t actually newsworthy<\/strong><\/b><\/span><\/h3>\n\n\n\n

    First things first. Is your story actually a story<\/a>? Is it new or interesting? Will people outside your organization really care about it? If the answer to these questions is yes, then you might be onto something. If it\u2019s not new, not interesting and you\u2019re not sure if anyone will really care, it might be a good idea to come up with something else.<\/p>\n\n\n\n

    Reserve press releases only for the most timely and newsworthy announcements about your client or company. So often business leaders and PR pros get 'release happy' and mistakenly believe that if they're not sending releases at a regular cadence, their media outreach is going stagnant. This simply isn't the case.<\/em> - Robyn Ware, Principal, Robyn Ware PR<\/a><\/strong><\/p>\n\n\n\n

    2. You\u2019re beating around the bush<\/strong><\/b><\/span><\/h3>\n\n\n\n

    Nail the story in the first few sentences: get the facts out quickly and succinctly and the chances of a press release making it from an inbox to an editorial meeting will increase dramatically. Journalists are pushed for time more than ever before, so the importance of communicating the bones of the story in the first few lines of a press release is vital. Chances are, they\u2019re not going to have time to read the whole thing, so the quicker you get to the point, the better.<\/span><\/p>\n\n\n\n

    I still get exceedingly long press releases that resemble a book\u2019s chapter. A bad book's chapter with an excess of self-promoting adjectives.<\/em> Anyone who works in media is always running against the clock with deadlines, so the best piece of advice I could give is to always remember to include the most newsworthy information at the very beginning of your press release. If you leave it to the very end, chances are that the journalist will not read that far, and a good story will be overlooked.<\/em> - Marcio Delgado, Journalist, Digital Consultant and Producer<\/a><\/strong><\/p>\n\n\n\n

    3. Press release quotes don\u2019t come off as authentic<\/strong><\/span><\/h3>\n\n\n\n

    Whether it\u2019s a young person talking about how happy they are to have secured an apprenticeship or a CEO analyzing the latest financial results, it\u2019s a wise idea to make the people quoted in a press release sound real. <\/p>\n\n\n\n

    For example, the said young person is unlikely to use words you\u2019d need a dictionary to understand, so remember to have your story feel authentic. Just try to make sure they\u2019re not \u2018delighted\u2019, even if they are.<\/p>\n\n\n\n

    How to create a press release with AI<\/h2>\n\n\n\n

    AI-powered tools for PR<\/a> can help you create high-quality press release drafts, provide advanced editing suggestions, and even recommend who to send your press release to.<\/p>\n\n\n\n

    While it's worth knowing how to create an effective press release from scratch, using tools can help speed up the process and ensure you've ticked all the boxes when it comes to the format and content that journalists expect to receive.<\/p>\n\n\n\n

    Read more:<\/strong> Mastering AI Press Releases: Comprehensive Guide to Writing and Sending + Practical Examples<\/a><\/p>\n\n\n\n

    Here\u2019s how to create (and send) a press release using a tool like Prowly\u2019s AI-powered Press Release Generator<\/a>.<\/p>\n\n\n\n

    Step 1: Enter basic details about your press release<\/h3>\n\n\n\n
      \n
    1. Start the process by entering the type of your press release.<\/li>\n\n\n\n
    2. Once you select the type, Prowly's AI will ask you to pick your target audience. There are predefined options, such as industry players, customers, or local communities, but you can also add your own.<\/li>\n\n\n\n
    3. Choose the language of your press release draft.<\/li>\n<\/ol>\n\n\n
      \n
      \"Choosing<\/figure><\/div>\n\n\n
      \n
      CREATE A PRESS RELEASE FOR FREE<\/a><\/div>\n<\/div>\n\n\n\n

      Step 2: Enter key messages about your press release<\/h3>\n\n\n\n

      Here, you'll want to be as specific as possible and ensure that whatever you choose is the most relevant information.<\/p>\n\n\n\n

      The key messages you'll want to provide will depend on the type of your press release and what it's about.<\/p>\n\n\n\n

      Here are three general key messages that you can include:<\/p>\n\n\n\n