A press release delivers one newsworthy story in a standard, scannable format that lets a journalist grasp it in seconds. Reporters get dozens a day, so the ones that get covered are clear, factual, and genuinely newsworthy — not thinly disguised ads. Here’s how to write one that works.
The standard structure
- Headline — clear and specific; state the news, not a slogan.
- Dateline and lead — the city/date, then a first paragraph that answers who, what, when, where, and why.
- Body — supporting detail in order of importance (the “inverted pyramid”: most important first).
- Quote — from a relevant person, adding insight or context, not filler.
- Boilerplate — a short standard paragraph about the company.
- Contact — name, email, phone for follow-up.
Lead with the news
Journalists decide in the first sentence whether to keep reading. Put the actual news up front — what happened and why it matters — not background or buildup. If the most interesting fact is in paragraph four, move it to paragraph one.
Be newsworthy, not promotional
A press release isn’t an ad. Reporters ignore hype. Ask: would this interest someone who doesn’t work for you? A real launch, milestone, partnership, or finding is news; “we’re excited to announce” without substance is not.
Write the inverted pyramid
Order information from most to least important, so an editor can cut from the bottom without losing the essentials. Every paragraph should be able to stand as the last one.
Keep it factual and tight
One page is ideal. Use plain, factual language — no marketing adjectives stacked three deep. The readability checker helps you keep it clean, and the paraphraser tightens a sentence that’s trying too hard.
Get the quote right
A good quote sounds like a human and adds something the facts don’t — perspective, significance, intent. Avoid corporate filler (“We are thrilled to leverage synergies”). If you draft a stiff quote, the paraphraser can make it sound more natural.
Proofread before you send
An error in a press release undermines your credibility with exactly the people you’re trying to impress. Run the grammar checker, verify every name, date, and figure, and check the contact details work. Writing for international press? Translate it, then paraphrase so it reads naturally in each language.
Newsworthy, clearly structured, factual, and error-free — that’s a press release a journalist will actually use.
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