A press release (also known as a news release) is a brief document that shares something newsworthy you have done with the press and other media outlets.
It is usually sent to journalists and editors who may use the information to write a news article.
Note: A press release is a piece of content which is accompanied by a press release email pitching the story to the journalist – a sort of cover letter which summarizes the content in the release.
What You Need to Know before You Start writing a press release
Journalists are busy people. They have deadlines and other stories to write. The easier you make their lives, the more likely they are to use your press release as the basis of a story because it will be quicker for them and they can then move onto something else.
Journalists are not usually experts in your subject. The specialist press may have more detailed knowledge but, as a rule, assume that you need to explain everything. Even if the journalists are expert, their readers probably aren’t. You need to explain difficult terms and concepts and not use jargon.
Journalists are not interested in you or your product. They care only whether your story will interest their readers or viewers.
There will be days when your subject will be news but, on other days something bigger will eclipse it. It’s not personal. Nor is it the journalists who decide, and they will probably be as cross as you if their carefully-crafted story is displaced by more important news. This can work both ways - some organizations and governments may release press statements during major news events in the hope that their bad news will be eclipsed and therefore have less of a negative impact.
Simple requirements for a press release:
It needs to be short and concise, preferably no more than one page.
It needs to stand alone, without any supporting documentation. Someone reading that one page needs to understand enough about the subject to be able to write a short article on it.
It needs to be written in easy to understand language. Think carefully about the target audience of your press release and write accordingly. Avoid jargon whenever possible unless your target publication/s is industry specific when it may be appropriate to use industry specific jargon.
It needs to tell a story. You need to show the journalist what story you want them to tell. If you don’t, they will make up their own - and it may not be the one that you want. They may do that anyway but, as we said before, they’re busy people so probably won’t have the time.
It needs to provide information about where journalists can get more information if they want to write a more in-depth analysis or feature. This should include your contact details, preferably a phone number, and links to relevant documents or web pages.
Types of Press Releases
1. New Product Launches
2. Mergers and Acquisitions
3. Product Updates
4. Events
5. Grand Openings
6. New Partnerships

7. Rebranding
8. Executive Promotions/Hiring
9. Awards
1. New Product Launches
The product launch type of press release is valuable to get the word out about the new solutions your organization is offering to consumers. This release will emphasize the product's specs, pricing, availability, and any other details that may be valuable to consumers.
2. Mergers and Acquisitions
Organizational change is noteworthy enough to warrant a press release, especially for informing current and future stakeholders about the growth and trajectory of a company. To announce an acquisition or merger, include details about all organizations involved, information about the merger or acquisition, and quotes from the leadership teams.
3. Product Updates
Similar to a new product launch, product updates and expansions are also ripe for promotion. Explain what the change is, why it was made, and how it benefits the user.
4. Events
Press releases are an important component of event marketing to attract promotion from news outlets and other media sources. You'll want to include what the event is about, who should consider attending, when and where it will be held, pricing, and any other necessary details.
5. Grand Openings
Whether you opened up a new office, relocated, or are opening for the first time, announce the details with a grand opening press release. Announce the date and location the grand opening will be held, who is involved, how the grand opening is being celebrated, and the reason for the move (if applicable).
6. New Partnerships
Similar to mergers and acquisitions, a press release announcing new partnerships is a mutually beneficial marketing tactic. To effectively execute this type of release, be sure to write a summary about each company, why the partnership was created, who benefits, and any additional important details for current and future stakeholders.
7. Rebranding
Rebranding is a difficult thing for any business to do, and it can occasionally result in confusion and awkwardness. One way to make the transition smoother is by announcing the rebrand with a press release , including details on what is changing, the reason for making the change, dates the changes go into effect, and quotes from the leadership team.
8. Executive Promotions/Hiring
Executives often serve as faces of the company, and a press release functions to kick off this role. It may include biographical information to establish their credibility along with a photo and other pertinent details.
9. Awards
When it comes to business excellence, it’s okay to brag. Press releases about awards and accomplishments serve to cement your organization as an authority in your space. Such a press release includes information about the company and why they were given the award, information about the award itself, and details about the ceremony (if applicable).
Press Release Format and Template
Before you write a press release you MUST do something newsworthy, in other words have news which journalists actually want to cover!
Here’s a typical press release format:
Headline Which Grabs People’s Attention: A title which grabs people’s attention and clearly explains what the release is about – Is it a newsworthy study? A product launch?
Location: Where you are and where the news is taking place
Strong Lead: This is where you explain your newsworthy study/content in one sentence
Body: This should be easily skimmable information provided in decreasing levels of importance. It’s a very good idea to add in quotes throughout the body to back up your arguments.
Boilerplate: A few words describing your company to the audience
Press Contact: Name and contact details of your media coordinator or communications executive. Typically, anyone who the reporter can get in touch with to get more information.
7 best Steps on how to write a press release
1. Find Ways to Be Newsworthy
As you’ll be pitching to journalists, create a news release with that in mind.
Here’s how to give journalists what they want:
Exclusive Data or Research
Journalists love anything exclusive. They also happen to love data. Giving them exclusive data in a media release is a good way of offering both.
News jacking
While you may not be able to provide journalists with your own breaking news event every time, you can use content marketing process called news jacking.
Simply put, news jacking is the process of injecting your brand into a current news story to make it more relevant and eye-catching. For example, if something is viral on social media platforms like Twitter, tying your news release to it is a smart way to get traction.
Emotional Connection
Stories with an emotional connection resonate better with a target audience and lead to more social traction.
If you can get people emotionally invested in your brand, chances are your audience might be willing to give it a shot.
2. Write Your Press Release Headline
Your press release headline is the first thing anyone’s going to see, so you have to make sure it’s perfect.
The goal of your press release headline should be to get in, impress the journalist, and get out.
The three core tenets of writing a press release headline are:
• Use action verbs
• Be direct
• Be comprehensive
If you’re still struggling with your headline, you could always try a headline analyzer to give you an idea of where you stand.
3. Craft Your Lede
Your lead is the first paragraph in your press release.
Usually consisting of 35 to 45 words, it summarizes the most critical parts of your press release.
This first paragraph has to answer the “5 Ws” as concisely as possible.
1. Who: Who’s involved in the news story? Which person or company is involved?
2. What: What’s happening? What’s it about?
3. When: When did this story or event happen? When is it going to happen?
4. Where: Where did this story or event take place?
5. Why: Why is this information relevant to a reader of these media outlets?
4. Write Your Body Paragraphs
The goal of the body is to describe all the relevant details of the story and your brand’s involvement in it. The key word here is relevant.
Every great press release uses the inverted pyramid formula to do this:
You include the most pertinent details right at the top and then get into the less vital aspects as you go on.
5. Include Supporting Quotes
Including quotes is a good way to boost the credibility and personality of your press release to a reader. However, always ensure that your quote is relevant in the context of the article.
6. Write Your Boilerplate Text
Your boilerplate is a standardized copy of what your organization is and stands for. When you write a boilerplate, you are essentially condensing facts, business aspirations and marketing goals – all into one short paragraph.
You can even include your company logo here if you want to.
7. Add Media Contact Details
You need to include your media contact information for reporters to get in touch with you. Include your email id and phone number to give them a point of contact when they want to reach out to you.
Best Practices to Follow When Writing Press Releases
Here are some key things to keep in mind when writing press releases for maximum media coverage.
1. Define Your Goals
When writing press releases, ask yourself – “What am I trying to achieve out of this?”
Is it boosting your social media following? Building brand awareness for a crowdfunding campaign? Tapping into physical media like newspapers?
It’s important to identify this at the start because, in order to reach each of these goals, you’ll have to adopt different strategies.
Remember a crowd funding press release for a new innovation will look a lot different than a nonprofit press release looking for donations!
2. Put Yourself in Their Shoes
Remember, you’re writing a press release for journalists. So when you’re writing a press release, you’ll have to adopt a journalistic style of writing.
How do you do that?
By thinking like one.
Journalists go through hundreds of pitches every day. The last thing they want to do is sift through tons of sentences to find out if it’s relevant.
If relevant information is easily accessible in the title and lead, they’re more likely to give it a chance.
Also, remember that they’re not public relations professionals or influencers on social channels. That’s why it’s a good idea to keep your press release writing factual – not exaggerated.
3. Target the Right Beat
I cannot stress how important this is.
You could have the greatest media release ever, but if your sales pitch goes to the wrong journalist or publication, you’re going to go nowhere.
There are two things to keep in mind when you’re about to pitch your press release:
Whether the journalist or publication you’re pitching to covers the area that your product or service is involved in
Whether the people who read their work align with your target audience