12 Press Release Writing Tips for Success

Press releases serve as your company’s voice to the world. They notify journalists and the public of your achievements, products, and milestones.

Writing an effective press release can be a challenge for even seasoned professionals. You must capture attention, convey information clearly, and inspire action — all within a rather brief document.

Many businesses struggle to craft press releases that stand out among the hundreds that journalists receive daily. Your news risks getting lost or overlooked if you don’t communicate it effectively. Mastering press release writing gives you a powerful tool to shape your company’s narrative and attract media coverage.

We’ve compiled 12 essential tips to help you write press releases that grab attention and get results.

These strategies will guide you through creating compelling headlines, structuring your content for maximum impact, and avoiding common pitfalls.

Announcing a product launch? Sharing company news? Even if you’re just posting a quick response to industry trends, these tips will help you craft press releases that resonate with your target audience and increase your chances of media pickup.

Why Use Press Releases?

Think of a press release as a direct line to journalists waiting to write their next story.

A compelling press release grabs their attention and might land you an article, interview, or feature. Even if it doesn’t get published directly, it still puts your brand on the radar of media professionals and industry insiders.

Many online publications link back to your website, so a published press release can also help you with search rankings due to the backlinks. Sometimes, these announcements can even attract potential customers or business partners.

When you consistently publish insightful press releases, people who might not have otherwise heard of you will begin to notice your brand.

A poorly written press release, however, can backfire.

Typos, inaccuracies, or overtly self-promotional language can hurt your reputation. Journalists are busy people. If you consistently send low-quality or irrelevant material, they may ignore you altogether.

What’s the General Structure of a Press Release?

A well-written press release grabs attention and sparks interest. Think of it as a compelling story that communicates your news clearly and concisely.

Here’s an example of how you can structure your release for maximum impact:

1. Headline (10–15 words)

Your headline should immediately convey the core of your news. Make it strong and intriguing.

Example: TaskMaster AI: Small Business Project Management Gets Smarter With AI

2. Dateline and Lead Paragraph (25–30 words)

Start with the location and date. Then, summarize the key information: who, what, when, where, and why.

Example: SAN FRANCISCO, CA, September 24, 2024 — Small businesses can now manage projects with the power of artificial intelligence. TaskMaster AI today launched its innovative platform designed to streamline workflows.

3. Body Paragraphs (50–75 words each)

Provide more context and details. In two to three paragraphs, expand on the key information from your lead paragraph.

Example: TaskMaster AI uses machine learning to automate tasks, predict project timelines, and identify potential problems before they arise. The platform easily integrates with tools like Slack, Google Workspace, and Microsoft 365, making it simple for small teams to adopt.

During beta testing, 50 small businesses across different industries saw an average 30% increase in project completion rates and a 25% reduction in missed deadlines. TaskMaster AI aims to give small businesses the same AI-powered project management advantages previously enjoyed by larger companies.

4. Quote (25–40 words)

Include a quote from a key person in your company. This adds a human touch and builds credibility.

Example: “We created TaskMaster AI to make advanced project management accessible to everyone,” says Jane Doe, CEO of TaskMaster AI. “Our goal is to help small teams work smarter, not harder, by using the power of AI.”

5. Additional Context (25–50 words)

Share any other relevant information that adds depth to your story.

Example: Grand View Research projects the global project management software market to reach $15.08 billion by 2030. AI-powered solutions are expected to be a major factor in this growth.

6. Boilerplate (30–50 words)

Briefly describe your company. You’ll likely copy and paste this paragraph into each press release you write.

Example: Founded in 2023, TaskMaster AI is a SaaS company revolutionizing project management for small businesses. We combine artificial intelligence with user-friendly design, empowering teams to be more productive and achieve business growth.

7. Contact Information

If needed, provide a clear point of contact and their details for media inquiries.

Example:Contact: Jane Doe, CEOPhone: (555) 123-4567Email: jane.doe@taskmasterai.comWebsite: www.taskmasterai.com

12 Tips for Writing a Compelling Press Release

Now, let’s explore how you can transform your press releases from average to fascinating, starting with the most critical element: your headline.

1. Write an Attention-Grabbing Headline

Here’s an example of a good headline from Sony’s recent newswire post.

A good headline communicates the main news while improving click-through rates and encouraging more people to read the news.

In the case of the above headline, if you’re interested in the semiconductor industry, this news is worth looking into.

So what should you take away from this?

• Keep it short and punchy (around 10 words if possible)
• Use active verbs
• Include your company name if relevant
• Avoid jargon or insider terms
• Consider using numbers (e.g., “5 Ways…”)

For example, think of what article title you would click on.

• Company X Announces New Product 
• Company X Disrupts the $50B Industry With a Revolutionary Product

The first one is bland and states the obvious. No one wants to know about yet another product in the same market.

The second one, however, states specifics like the industry size and that this product is disrupting the industry. You now have people intrigued.

2. Include a Compelling Subheadline

You may have noticed that newswire websites have a subheading along with the headlines.

This is generally the first line of your news write-up.

Some publishers may allow custom subheadlines, but for those that don’t, you need to make the first line of your news, well, newsworthy.

So when you’re writing your press release, think of its first line as a teaser that encourages people to keep reading.

It should generally:

• Provide key details that you haven’t covered in the headline
• Explain why the news matters
• Be as concise as possible

For instance:

Headline: “Acme Corp Raises $50M in Series B Funding”Subheadline: “Led by a top VC firm, the investment will fuel expansion into European markets and double the size of the engineering team..”

The subheadline provides important context about the funding’s intended use, enhancing readers’ understanding of the news.

3. Start With a Strong Lead Paragraph

Your opening paragraph needs to communicate the core news quickly. Journalists are busy, so don’t make them hunt for the main point.

A good lead paragraph answers the key questions:

• Who? What company/person is involved?
• What? What’s the news?
• When? When did/will this happen?
• Where? Where is this taking place?
• Why? Why does this matter?

For instance, look at the lead paragraph in this press release. It sums up the entire news in that single paragraph, including who Funnel and Avanti are, what they do, how they plan to streamline operations, and more.

This lead paragraph efficiently covers all the key points in just two sentences. It gives journalists and readers a quick overview of the essential information.

4. Provide Relevant Context

After your lead, dive into more specifics about your news. This is where you can expand on the “why” and “how” of your announcement.

When you’re writing, consider adding some or all of the below elements in this context paragraph:

• Background on the company/product
• Market context or trends
• Specific features or benefits
• Goals or expected outcomes
• Timelines for implementation

Let’s continue our Avanti and Funnel example here. The paragraph following the lead has a quote about Funnel. Then, the piece talks about what Avanti is, any awards earned by the company, etc.

This provides all the relevant information about the companies in question to help journalists get context on the deal and the companies.

5. Use Quotes From Key Stakeholders

Quotes add a human element to your press release and provide opportunities for more colorful language. They’re also a chance to include opinion and forward-looking statements that might not be appropriate in the main body text.

And they’re one of the most common elements of all press releases. When adding quotes, make sure they:

• Are from company leaders or experts
• Provide insights or opinions, instead of just repeating facts
• Sound natural and conversational
• Are 1–2 sentences long

Here’s another example with multiple quotes added by company leaders. These quotes add color and convey the company’s broader vision, going beyond just the facts of the announcement.

You can always add a link to the person’s company page or LinkedIn profiles, depending on what’s available, to further enhance the credibility of the quote and also encourage journalists to reach out to the stakeholders if required. This can also be a good way to promote your website to potential customers.

6. Follow the Inverted Pyramid Structure

The inverted pyramid is a classic journalistic writing style that puts the most important information first, followed by supporting details in descending order of importance.

As outlined earlier, your press release structure might look something like this:

Headline & subheadline

Lead paragraph with core news

Body paragraphs with quotes from company leaders

Additional context and details

Boilerplate company description

Contact information

Thanks to the inverted pyramid, even those who skim through the post will see the most important points.

It also makes it easy for all your readers to grasp the key points and allows editors to cut content from the bottom if needed.

And in the case of product launches, this can also help you get your customers to enter the funnel and start their customer journey.

7. Keep It Concise (400-500 Words)

According to an eye-tracking study by the NN-group, people read in an F-shaped pattern online. This research uses heatmaps to visualize where users focus their attention on web pages. In these heatmaps, the red areas indicate the most viewed parts of the page, while cooler colors show less viewed areas.

Your reader’s attention is mostly on the left side of the page for the first two or three paragraphs.

So, if you want to ensure that your press release is read, try to keep all the important information within the initial focus region.

NN-Group also noted that the F-pattern can repeat if the first few words of each paragraph are interesting enough to capture the reader’s attention, like this eye-tracking image below:

Keeping it brief not only allows you to benefit from this psychological pattern, but

• Journalists are more likely to read a shorter release
• It forces you to focus on the most important points
• It’s easier for others to quote or repurpose your content

A press release should spark curiosity, not serve as a deep dive. Leave some details for follow-up conversations with interested journalists.

8. Use Clear, Jargon-Free Language

Sometimes, jargon becomes commonplace for those working inside an industry. However, you also need to ensure that the general public can easily understand your press release.

So, avoid jargon, technical terms, and industry-specific words that an outsider may be clueless about. That said, you can still use bold words to attract the reader’s attention.

If possible, hand over your draft to an editor from outside the industry to help you clear out any unnecessary jargon.

Here are some tips for clear writing:

• Use simple, everyday words when possible
• Explain any necessary technical terms
• Avoid acronyms unless they’re universally known
• Use active voice and strong verbs
• Keep sentences and paragraphs short

For example, instead of: “Our proprietary AI-driven SaaS platform leverages cutting-edge machine-learning algorithms to optimize user engagement and drive KPIs across the funnel,”

Try: “Our software uses artificial intelligence to help businesses improve customer satisfaction and increase sales.”

Note how the second version says the same thing, but more clearly and simply, so everyone can see the benefit of a product.

9. Include Contact Information

Provide journalists with easy ways to ask questions and get more information. Most press releases have this section at the end of the content.

The media contact section generally includes:

• Name of the contact person
• Their title
• Phone number
• Email address

For instance, here’s a media contact section from an IBM press release.

If possible, include relevant social media profiles and other information to make it as easy as possible for a journalist to reach out.

10. Add Multimedia Elements

While most press releases are text-only, that doesn’t mean they have to be. Adding an image or illustration can make yours stand out, making it more engaging and increasing the chances of being picked up by media outlets.

According to PR Newswire, press releases with multimedia get up to 77% more views than text-only releases. So, including visual elements can significantly increase your reach.

Here’s an example of a press release with images and one without.

Now, this isn’t a groundbreaking piece in itself. But compared to a text-only press release, it’s clearly a winner.

When adding images, remember to use:

• High-resolution product images
• Infographics summarizing key data
• Short video clips (e.g., product demos)
• Logos or executive headshots

Since the uploaded media assets will get compressed, add a link or provide clear instructions on how the reader can access these media elements in their full resolution.

For example, you can add a line just below the media asset saying, “High-resolution images and B-roll footage are available for download here: https://www.dreamhost.com/blog/press-release-tips/.”

11. Optimize for LinkedIn and SEO

84% of companies still find personalized 1:1 emails the best way to approach journalists. If you prefer this method, taking tips from email marketing pros can be a great way to improve your emails.

Along with emails, LinkedIn and search engines can significantly increase your press release’s visibility and reach.

Here are some tips for LinkedIn promotion:

• Share your press release on your company’s LinkedIn page
• Encourage employees to share the release with their networks
• Consider using LinkedIn’s sponsored content feature for wider reach
• Engage with comments and discussions about your news

According to Muck Rack’s 2024 State of PR report, LinkedIn has become the most important social platform for PR professionals, with 50% citing it as their most valuable network.

Moreover, 84% of PR pros say LinkedIn is part of their social media and communications strategy, and 61% said that they plan to increase LinkedIn use.

Given that Google initiates 65% of all web traffic and that SEO generates 1000% more traffic than social media, you should also make SEO one of your focus areas for distribution.

How do you go about SEO optimization?

• Include relevant keywords naturally throughout the text
• Use descriptive, keyword-rich headlines
• Add alt text to images
• Include links to relevant pages on your website
• Use subheadings to break up text and include keywords

The thing with SEO is that it’s easy to go overboard. SEO tools guide you in the right direction, but it’s possible to over optimize trying to hit the perfect scores.

Since the Helpful Content Update (HCU), Google has been giving higher rankings to content that caters to humans first and Google’s bots later.

Does that imply that you should skip search optimization? Unfortunately, not yet. The way you write content (aka, optimize it) will determine how HCU treats your website — which, after all, is still an algorithm.

So, find a balance between writing for humans and optimizing for search. A good idea is to write the full news without SEO in mind and then hand it over to an SEO expert to optimize before it goes for editing.

12. Ensure Legal and Ethical Compliance with AI Use

Yes, yes, we’re going to talk about AI.

Artificial Intelligence (AI) is revolutionizing the way we write, enhancing writing, distribution, and measurement processes. By integrating AI tools into your press release strategy,you can significantly boost efficiency and effectiveness.

AI can be used to:

• Generate ideas for headlines and subheadlines
• Write first drafts after you provide detailed context
• Refine existing drafts to improve clarity and impact
• Draft emails for outreach

And we’re sure this is just the beginning. The integration of AI into our day-to-day workflows is no longer the distant dream it seemed to be just a year ago.

People have easy access to AI tools that create text, images, and videos, making content creation more accessible and straightforward than ever.

However, as AI tools become more prevalent, it’s crucial to ensure their responsible and ethical use. This is particularly vital for small businesses that need to maintain not only newsworthiness but also compliance with legal and ethical standards to preserve their reputation.

Consider the following aspects to maintain compliance when using AI:

• Transparency and Disclosure: Clearly disclose the use of AI where relevant. In an era where AI can mimic human writing, transparency is key to building trust with your audience.
• Data Privacy: Utilize AI tools that adhere to data privacy laws. It’s essential to secure any personal information used in AI-driven content.
• Compliance with Regulations: Stay informed about regulations specific to AI technology use in your industry, particularly for companies in highly regulated sectors like finance or healthcare.
• Intellectual Property: Ensure that AI-generated content does not violate intellectual property rights. 

While we agree that AI technology implementation can have a profound effect on workflow, we also recognize the importance of communication integrity. Experiment with these tools to see how they can enhance your processes, but always ensure compliance.

Getting Your PR to the Right Audience

Now that you’ve written a fantastic press release, what will set it apart is not the content but proper distribution.

You need to get it in front of the people who matter most. This means finding the right journalists and media outlets to share your news with the rest of the world.

• Create a media list that you can trust: Create a focused list of journalists, bloggers, and media outlets that align with your industry and target audience. Tools like Muck Rack or Cision can help you find the perfect contacts.
• Use email: Email remains a direct line to journalists. Use services like MailChimp or Constant Contact to organize your media lists and see who’s engaging with your news.
• Distribute across wire services: Consider using a PR newswire or business wire to share your press release with a large network of media outlets and online platforms.
• Increase your social media presence: Don’t underestimate social media’s power. Share your press release on all your company channels, especially LinkedIn, for business-to-business communication.
• Create a home for your news: Create a dedicated “Press” or “News” section on your website to house your press releases. This boosts your website’s visibility in search engines and gives interested parties quick access to your announcements.
• Make it personal: When you reach out to specific journalists, add a personal touch. Explain why your news would resonate with their audience.

Make Your Next PR Newsworthy

Congratulations — you’ve now equipped yourself with the resources and knowledge to craft and distribute press releases effectively. From structuring your content to using AI and social media, you’re ready to make the most of your next announcement.

Your PR workflows will naturally improve as you discover new and more effective ways to achieve results. Just keep your eyes and ears open for emerging trends, tools, and techniques that you can use to improve your existing workflows.

If you face an occasional writer’s block or need a burst of inspiration, take a look at some real-world examples like newswire websites or some of DreamHost’s press releases to get the ball rolling.

Now, go ahead and turn your PR into headlines!