How to Write a Press Release
The complete step-by-step guide to writing a press release that journalists actually read — structure, tone, length, and the mistakes that get you deleted.
A press release is a written statement sent to journalists to announce something newsworthy. Most press releases fail not because of the news, but because of how they're written. This guide covers the exact structure, language, and approach that gets press releases opened, read, and covered.
Step-by-Step Guide
Lead with the most important information
The first paragraph must contain: who, what, when, where, and why. Journalists scan the opening sentence. If your core news isn't immediately clear, your release will be closed. Write the headline and first sentence assuming the journalist will read nothing else.
Ask yourself: 'If the journalist only reads the first sentence, will they understand what I'm announcing?' If not, rewrite it.
Write a compelling headline (50–80 characters)
Your headline must communicate the news, not just describe it. Avoid generic phrases like 'announces' or 'is pleased to announce'. Lead with the most specific, concrete detail: 'Acme raises $5M Series A to bring AI scheduling to independent restaurants' beats 'Acme Announces Funding Round'.
Include a number, a specific noun, and an action verb in your headline whenever possible.
Write the dateline and opening paragraph correctly
Start with the city and date: 'SAN FRANCISCO, June 12, 2025 —'. Your first paragraph should answer all five W's in 2–3 sentences. Use active voice, avoid jargon, and write at a reading level accessible to a general business audience.
Avoid starting with your company name. Start with the news itself.
Add a supporting quote from a company spokesperson
Include one direct quote from a named executive (CEO, founder, or relevant VP) that adds context, emotion, or strategic perspective. Quotes should not restate facts — they should give the 'why this matters' angle. Journalists often lift quotes verbatim, so make them genuinely quotable.
The best quotes sound like something a real person said. Avoid corporate-speak like 'leveraging synergies'.
Include supporting data and context
Back up your announcement with statistics, market data, or product specifics. '20% of customers reported 30% faster workflows' is more newsworthy than 'customers love the product'. Include funding amounts, customer counts, revenue milestones, geographic expansion details, or clinical data — whatever is most relevant.
If you can't include proprietary data, use third-party market research to contextualise your announcement.
Add the boilerplate company description
End with a standard one-paragraph 'About' section: 'About [Company Name]: [Company Name] is a [type] company that [what you do] for [who you serve]. Founded in [year], [company name] serves [X] customers in [geography]. For more information, visit [URL].' Keep it to 60–80 words.
Update your boilerplate every quarter — outdated employee counts or descriptions damage credibility.
Include contact information
Add a media contact section below the boilerplate: name, title, phone number, and email address for the press contact. Journalists will sometimes call or email directly — make it easy.
Use a dedicated press@yourdomain.com address that routes to whoever handles PR enquiries.
End with '###' or '-END-'
Signals the end of the release. This is a press release convention that editors understand.
Don't overthink the ending — just add '###' on its own line after the contact information.
Quick Tips
- ✓Keep the total length to 400–600 words — shorter is almost always better.
- ✓Use short paragraphs (2–3 sentences maximum).
- ✓Never use exclamation marks — they signal promotional copy, not news.
- ✓Avoid superlatives ('world-class', 'revolutionary', 'unique') — they are red flags for journalists.
- ✓Include a link to high-resolution images, logos, or product photos.
Ready to put this into practice?
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Try Free DemoFrequently Asked Questions
Common questions about press release distribution on PressPitch.ai.
How long should a press release be?
400–600 words is optimal. Journalists receive hundreds of pitches per day — brevity is a competitive advantage. If your news requires more than 600 words to explain, it may not be focused enough. Split complex announcements into a core press release and a separate Q&A document if needed.
Should I use a press release template?
Templates are a useful starting point, but never send a template as-is. Journalists can recognise fill-in-the-blank press releases immediately, and they signal a lack of genuine news value. Use a template for structure, then rewrite every sentence to match your specific announcement.
What's the difference between a press release and a media pitch?
A press release is the formal announcement document. A media pitch is the personalised email you send to each journalist to introduce the press release and explain why it's relevant to their specific beat. The press release provides the facts; the pitch explains why the journalist should care. Most successful PR campaigns use both.
What should I include in a press release headline?
A press release headline should include: what happened (the news), who it happened to, and why it matters. It should be 50–80 characters, use active voice, include at least one specific number or proper noun, and avoid vague marketing language. 'PressPitch.ai raises $2M seed to bring AI journalist targeting to independent PR agencies' is strong. 'PressPitch.ai announces exciting new funding round' is weak.
Do I need a PR agency to write a press release?
No. A well-structured press release written by the founder or marketing team often outperforms an agency-written release because it contains authentic insights and on-the-record data. PR agencies add value through media relationships and strategy — but the writing itself is a learnable skill. Use PressPitch.ai to handle journalist discovery, pitch personalisation, and outreach so you can focus on writing compelling content.
When is the best time to send a press release?
Tuesday through Thursday, between 8am–10am in the journalist's local time zone, historically performs best. Avoid Mondays (email overload) and Fridays (reduced newsroom coverage). Avoid sending during major news events (elections, earnings season, natural disasters) when newsrooms are at full capacity. Embargo releases 24–48 hours before your announcement date to give journalists time to prepare their story.
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Last updated: 2026-06-04 — PressPitch.ai editorial guidelines updated continuously.