How to Write a Press Release: A Step-by-Step Guide [2025]
Learn how to write a press release that gets results in 2025. Discover the essential steps, from crafting a captivating headline to including a clear
If you’re a small business owner, writing and distributing a press release is an effective way to gain exposure and enhance your credibility.
 |
| A man writing a press release |
But how do you write one that stands out from the crowd? This step-by-step guide will help you craft a compelling press release that gets noticed by journalists, bloggers, and potential customers.
From understanding the purpose of your press release to correctly formatting it for distribution, we've got you covered.
Understand the Purpose of Your Press Release
To write an effective press release, you must understand its purpose. Your goal should be to communicate newsworthy information about your business to a specific audience. Determine what angle will make your story interesting and relevant for journalists or media outlets that you want to reach.
- Crafting a catchy headline is essential as busy journalists often rely on it to decide whether or not they will read the body of your copy. The body of the press release should provide all the necessary details in a clear and concise manner without being overly promotional. Remember, the purpose of a press release is not just self-promotion but rather informing and engaging with potential customers through credible news sources.
Identify your target audience and media outlets
To effectively promote your business through a press release, you need to start by identifying your target audience and media outlets. Research the demographics of your audience so that you can create copy that resonates with them. Once you have identified your ideal reader, it's time to find the relevant media outlets that reach this demographic.
Consider the preferred format and tone of each outlet before crafting a catchy headline or body for your press release. This will help ensure that it gets noticed by busy journalists who are looking for newsworthy stories to cover.
Bullet list:
- Research the demographics of your target audience.
- Identify the relevant media outlets that reach your target audience
- Consider the preferred format and tone of each outlet.
Determine the newsworthy angle of your story
To make your press release stand out, determine the newsworthy angle of your story. This will help you create a catchy and engaging copy that appeals to busy journalists and reporters. Here are some tips for finding the right angle:
- Focus on a recent event or development related to your business – this could be a product launch, an expansion, or a partnership.
- Highlight an innovative product, service, or approach you're offering – show how it's different from what's already available in the market.
- Share insights or advice that address current trends in your industry – offer valuable information that can benefit readers.
By identifying the right angle for your press release body, you can grab the attention of journalists and keep them interested throughout. Keep in mind that they receive hundreds of pitches every day, so make sure yours stands out by being relevant and newsworthy.
Craft a compelling headline
by using action verbs to create urgency and excitement. Incorporate relevant keywords into the headline to increase visibility for search engines. It's important to avoid using superlatives or excessive hype in your headlines as it can come across as unprofessional.
Consider these tips when crafting your press release's headline:
- Use strong action verbs that convey a sense of importance or timeliness.
- Include relevant keywords that relate directly to the news you're sharing.
- Keep it concise and catchy while still accurately representing the body of the press release.
Remember, your audience is likely busy and inundated with news every day, so make sure your headline stands out among all the noise.
Craft the Content of Your Press Release
Craft the content of your press release by focusing on the most important information first. Start with a clear and attention-grabbing headline followed by an opening paragraph that quickly summarizes the key points of your story. Use concise language and avoid unnecessary details to keep readers engaged.
Once you've covered the basic "who, what, where, when, why" information in your opening paragraph, dive deeper into the story with quotes from relevant sources or statistics that support your claims. Be sure to provide context about your company and how it relates to the news you're sharing in order to give readers a more complete picture of what's happening.
Write a strong opening paragraph
To grab the reader's attention, start your press release with a hook that piques their interest. Whether it's a compelling statistic or an intriguing question, make sure it relates to the main topic of your story. Remember, you want to entice readers to keep reading and learn more.
Introduce the main topic of your press release in the opening paragraph. Provide key details or surprising facts about your story that will intrigue readers and encourage them to read on. Make sure you include all 5 W's (who, what, when, where and why) along with the H (how) in this section so that readers can quickly understand what your press release is about without having to dig further into the article.
Include the 5 W's and H
Answer who, what, where, when, why and how in the first few paragraphs to ensure your press release is clear and concise. This will help readers quickly understand what your announcement is about. Provide specific dates and locations for events or product launches mentioned in the press release to avoid confusion.
To make sure that even non-experts can easily understand your message, avoid using industry jargon that may confuse readers. Instead use simple language so everyone can understand it.
Some helpful tips on this topic include:
- Use short sentences
- Keep the tone formal but engaging
- Avoid hyperbole or exaggeration
Use quotes and statistics to support your story
Interviewing experts within your company can add value to your press release by providing insightful comments that support the main message. Citing external sources from reputable organizations such as market research firms can also strengthen your story and make it more credible.
Additionally, incorporating data-driven insights that back up claims made in the press release is an effective way to provide evidence and convince readers of your message's validity.
Using quotes and statistics not only adds credibility but also makes for a compelling read, drawing the reader's attention to key points of interest.
Provide background information about your company
Our business entity specializes in providing copywriting services to help small businesses create compelling blog posts. We pride ourselves on our ability to deliver engaging content that resonates with our clients' target audience.
Our team of skilled writers has received numerous accolades for their outstanding work, including being named finalists for the Best Copywriting Agency award.
- Provides copywriting services for small businesses
- Delivers engaging content that resonates with the target audience
- Awarded Finalist for Best Copywriting Agency
Format Your Press Release Correctly
Ensure that your press release includes a clear and concise headline, followed by a strong lead paragraph. Include the release date and contact information at the top of the page, making it easy for journalists to get in touch with questions or to schedule interviews. Use proper formatting and style throughout your press release, including consistent use of capitalization, punctuation, and font size. Remember to proofread carefully before submitting your final draft - small errors can detract from the overall professionalism of your piece.
Include a release date and contact information
Including a release date and contact information in your press release is crucial for creating an effective communication tool that reaches your target audience. Here's why including the release date and contact information is important:
Release Date: It lets the reader know when the news will be made public, which helps them plan accordingly.
Contact Information: It provides avenues for further inquiries or to follow up on the news.
How to format the release date properly:
The following formats are acceptable:
- Month Day, Year (e.g., April 12, 2023)
- Day Month Year (e.g., 12 April 2023)
What type of contact information to include:
Your press release should include at least one or two ways for people to get in touch with you. Here are some common options:
- Email Address
- Phone Number
- Social Media Handles
Remember that these pieces of information should appear near the top of your press release so they're easily accessible by readers who need more details.
Use proper formatting and style
To ensure that your press release stands out and gets the attention it deserves, it's crucial to use proper formatting and style. One way to do this is by using an attention-grabbing headline that clearly conveys the main message of your press release. Additionally, using subheadings effectively throughout the press release can help break up lengthy text and make it easier for readers to scan.
Here are some tips for writing clear, concise paragraphs in a press release:
- Keep each paragraph focused on one main idea
- Use short sentences whenever possible
- Avoid jargon or technical terms that may be confusing to readers
- Use strong verbs instead of weak ones (i.e., "achieved" instead of "was able to achieve")
By following these formatting and style guidelines, you can create a well-written and effective press release that engages your target audience.
Distribute Your Press Release
Once you have written your press release, it’s time to distribute it. Choose a distribution channel that aligns with your target audience and goals. Options include using newswire services, reaching out to journalists directly via email or phone, or posting on social media channels.
To increase the likelihood of getting media coverage, follow up with the outlets you reached out to after a few days. This can remind them about your story and provide an opportunity for additional questions or clarification. Keep in mind that building relationships with reporters takes time and persistence but can pay off in the long run for future coverage opportunities.
Choose a distribution channel
Researching the right distribution channel for your press release is crucial to ensure maximum reach and engagement with your target audience. Here are some points to consider when choosing a distribution channel:
- Research media outlets and publications that align with your target audience: This will help you identify where your potential customers read or consume news.
- Consider using a wire service to reach a wider audience: Wire services like PR Newswire or Business Wire can distribute your press release nationally, internationally, or industryspecifically.
- Determine if you want to distribute locally, nationally, or internationally: Depending on the scope of your business goals, understanding which market(s) you want to cater to can help narrow down the list of publication choices
Make sure that whichever distribution channels you choose align with the objectives of your company's overall public relations strategy.
Follow up with media outlets
When it comes to press releases, getting coverage from media outlets is key to spreading your message. But don't stop there! Following up with these outlets can help you maintain a strong relationship and gain valuable feedback for future releases. Here are some tips on how to follow up with media outlets:
- Personalize your approach: Send a personalized email or phone call thanking the outlet for their coverage of your release.
- Ask for feedback: Don't be afraid to ask for constructive criticism on how you can improve your future releases.
- Cultivate ongoing relationships: Keep track of key reporters and journalists and maintain communication with them beyond just sending out press releases.
By following these simple steps, you'll not only increase the likelihood of gaining more coverage but also build stronger relationships within the industry.
Join the conversation