How to Write a Press Release That Gets Published

Before you write a single word, ask yourself: why should a journalist care about this today? A press release is not a blog post or advertisement. It needs a news hook. Strong hooks include product launches with a clear market impact, significant partnerships or acquisitions, data-driven research findings, executive appointments at notable companies, or community initiatives tied to current events. If you struggle to articulate the news value in one sentence, refine your angle before proceeding.

Your headline is everything. Journalists receive hundreds of pitches daily and decide in seconds whether to read further. Write your headline in present tense, active voice, and keep it under 10 words when possible. Lead with the most important element: the company name if well-known, or the action and outcome if the company is less familiar. Avoid hype words like "revolutionary," "groundbreaking," or "industry-leading." Instead, use specific, factual language. Add an optional subheadline to provide additional context that supports the main headline.

The dateline includes your city, state, and release date in a standard format (e.g., "NEW YORK, NY — February 8, 2026 —"). Your lead paragraph should answer the essential questions: who, what, when, where, and why. Keep it to two or three sentences maximum, and front-load the most important information. The lead must stand alone as a complete story summary because many outlets will only use this paragraph. Avoid starting with "today announced" cliches. Instead, lead with the impact or outcome of the announcement.

After the lead, expand with supporting details in descending order of importance. The second paragraph provides context and background. The third paragraph includes relevant data, market size, or growth figures. Each subsequent paragraph adds more detail, but the release should remain coherent even if an editor cuts it from the bottom up. Use short paragraphs of two to three sentences each. Include specific numbers, percentages, and timelines rather than vague claims. This is where you differentiate your release from the flood of fluff that fills journalists' inboxes.

Quotes from company leaders, partners, or customers give your release a human voice and provide material journalists can use directly. However, most press release quotes are terrible — they sound like they were written by a committee and say nothing substantive. A good quote should express an opinion, share a vision, or provide insight that cannot be conveyed through straight facts. Attribute quotes with full name, title, and organization. Include one to two quotes maximum. Position the primary quote after your key facts in the third or fourth paragraph.

The "About" section at the end of your release is your company boilerplate. It should be a consistent, pre-approved paragraph of three to five sentences that describes your organization, what you do, who you serve, and key differentiators. Include your founding year, headquarters location, and notable achievements. Keep it factual and avoid marketing superlatives. Update your boilerplate quarterly to reflect current positioning and milestones. Some companies include a brief customer count, revenue figure, or notable client list if publicly available.

Proper formatting signals professionalism. Begin with "FOR IMMEDIATE RELEASE" (or an embargo date if applicable) in the top-left corner. Center your headline and optional subheadline. Use standard fonts like Arial or Times New Roman at 12-point size. End the body text with "###" centered on a line, which is the traditional press release end marker. Below that, add a "Media Contact" section with your PR contact name, email, phone number, and company website. Keep the entire release to one page, or two pages maximum for complex announcements.

How and where you distribute your release matters as much as what it says. Start with your curated media list of journalists who cover your industry and beat. Personalize the email pitch that accompanies each release. For broader distribution, use a wire service like PR Newswire, Business Wire, or GlobeNewswire, which pushes your release to newsrooms, databases, and financial terminals. Time your release for Tuesday through Thursday mornings between 9 and 11 AM in the recipient's time zone. Avoid Fridays, holidays, and days when major competing news is expected.