Writing an effective press release is both an art and a science, requiring careful attention to structure, content quality, and strategic messaging. The perfect press release balances newsworthy information with compelling storytelling while adhering to journalistic standards that make it easy for media professionals to cover your story.
The headline represents your first and often only opportunity to capture a journalist's attention. In an environment where media professionals receive hundreds of press releases daily, your headline must immediately communicate the news value of your announcement. Effective headlines are clear, concise, and incorporate action verbs that create urgency and interest.
The dateline and lead paragraph set the stage for your entire press release. The dateline includes the city of origin and release date, while the lead paragraph must answer all critical questions: who, what, when, where, why, and how. This information should be conveyed in 25-30 words, providing journalists with a complete snapshot of your announcement.
The body of your press release should expand upon the information presented in the lead paragraph, organized in descending order of importance. This inverted pyramid structure allows editors to cut content from the bottom without losing essential information, a practice common in traditional journalism that remains relevant today.
Quotes are powerful tools that add human interest and credibility to your press release. Include quotes from key executives, customers, or industry experts that provide perspective, emotion, or expert analysis. Quotes should never simply restate facts already presented in the body text; instead, they should offer unique insights or reactions to the announcement.
Supporting data and statistics strengthen your press release by providing concrete evidence for your claims. When including numbers, ensure they're current, accurate, and sourced from credible organizations. Context is crucial—explain what the numbers mean and why they matter to your target audience.
The boilerplate, or about section, appears at the end of every press release and provides background information about your organization. This 100-word section should succinctly describe your company's mission, products or services, achievements, and market position. While boilerplates remain relatively consistent across releases, update them periodically to reflect current information.
Contact information is essential but often overlooked. Include a dedicated media contact with name, title, phone number, and email address. This person should be knowledgeable about the announcement and available to respond to media inquiries promptly. Consider including multiple contacts for different time zones if targeting international media.
Length matters in press release writing. While there's no universal word count requirement, most effective press releases range from 400-600 words. This length provides sufficient detail to tell your story without overwhelming busy journalists. If your announcement requires more extensive explanation, consider including supporting documents or fact sheets.
Active voice creates more dynamic, engaging press releases than passive voice. Compare 'The company launched a new product' with 'A new product was launched by the company.' Active voice is more direct, easier to read, and creates a sense of immediacy that passive voice lacks.
Avoid jargon, acronyms, and industry-specific terminology unless your press release targets trade publications where such language is standard. When technical terms are necessary, provide clear definitions. Remember that journalists may not be experts in your industry, so accessibility is key.
Multimedia integration has become essential in modern press release writing. Include or link to high-resolution images, videos, or infographics that complement your announcement. Specify that these assets are available for media use and provide proper attribution guidelines.