How to Write a Press Release?
A press release is a vital tool for businesses, public relations professionals, and marketers seeking to disseminate key information to the media and the public. A well-written press release can help your company gain visibility, create buzz around an event or product launch, and build brand credibility.
In this guide, we’ll walk you through the process of writing a press release, from the headline to the boilerplate, and offer tips for maximizing its impact.
What is a Press Release?
A press release (also known as a news release or media release) is a written statement sent to journalists and media outlets to inform them about a particular story, event, product launch, or announcement. Its purpose is to gain media coverage and ensure the news gets to the intended audience.
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Key Components of a Press Release
A typical press release follows a structured format. Below are the key components:
Headline
Subheadline (Optional)
Dateline
Introduction (Lead Paragraph)
Body (Supporting Details)
Quote(s)
Call to Action (Optional)
Boilerplate
Contact Information
Step-by-Step Guide to Writing a Press Release
1- Craft a Compelling Headline
The headline is the first thing journalists and readers will see, so it needs to grab attention while summarizing the key point of the press release.
Be clear and concise: Your headline should immediately convey the main point of your announcement.
Use action verbs: Make your headline engaging by using active, exciting language.
Keep it under 80 characters: A short, punchy headline is more likely to get noticed.
Example:
“Tech Innovator XYZ Inc. Launches Revolutionary Smartphone to Market”
2- Include an Optional Subheadline
The subheadline (or subhead) appears directly beneath the headline. It’s an optional component, but it can provide additional context to clarify the story for readers.
Expand on the headline: The subheadline should provide a bit more detail or introduce an interesting angle.
Keep it short: Aim for one sentence that complements the headline.
Example:
“The new device features groundbreaking AI technology and advanced camera systems, offering users an unparalleled mobile experience.”
3- Add the Dateline
The dateline is the location and date of the press release. This is typically placed at the beginning of the first paragraph, and it tells the reader where and when the information is coming from.
Location: The city or region where the news is being announced.
Date: The date the press release is being issued.
Example:
“Los Angeles, CA – July 10, 2025”
4- Write the Lead Paragraph (Introduction)
The lead paragraph is crucial because it gives the most important details of the story. It should answer the who, what, when, where, why, and how of the press release in a concise manner.
Answer key questions: Provide the reader with all the essential information right away.
Keep it to one or two sentences: Make it clear, to the point, and engaging.
Example:
“XYZ Inc. announced today the launch of its latest smartphone, the XYZPhone, which promises to revolutionize mobile technology with its AI-powered features and ultra-fast processing speed. The device will be available for pre-order starting next month.”
5- Body (Supporting Details)
After the lead paragraph, the body provides more detailed information about the announcement. Break the content into logical sections with supporting facts, figures, and background information.
Expand on the main points by providing additional details to elaborate on the introduction.
Use bullet points or subheadings: This helps organize information and makes it easier to read.
Keep paragraphs short: Long blocks of text can deter readers.
Example:
“The XYZPhone features a 6.5-inch OLED display, 128GB of storage, and a dual-lens camera with AI-enhanced photography. It also introduces a new battery technology that offers up to 48 hours of continuous use. The phone will be available in five colors, including Midnight Black and Ocean Blue.”
6- Include Quotes
Adding quotes from key individuals (such as company executives or industry experts) provides credibility and a human touch to the press release.
Make quotes relevant: Ensure the quotes provide valuable insight or perspective about the announcement.
Keep it concise and impactful: Quotes should be easy to understand and brief.
Example:
“We’re thrilled to bring the XYZPhone to market,” said John Doe, CEO of XYZ Inc. “This is the culmination of years of innovation, and we believe it will set a new standard for mobile technology.”
7- Call to Action (Optional)
In some press releases, you may include a call to action (CTA) to guide the reader on what to do next, such as visiting your website, making a purchase, or signing up for an event.
Be clear: Tell the reader exactly what action you want them to take.
Keep it concise: A simple and direct statement is most effective.
Example:
“Pre-order the XYZPhone today at www.xyzphone.com and be one of the first to experience the future of mobile technology.”
8- Write the Boilerplate
A boilerplate is a brief, standardized paragraph that provides background information about your company or organization. It should answer the question: “What does your company do?” This section is often used at the end of press releases.
Provide company details: This includes your company’s history, mission, and products or services.
Keep it factual: This is not the place for promotional language, just straightforward information.
Example:
“XYZ Inc. is a leading innovator in mobile technology, focused on creating smart devices that enhance the daily lives of users worldwide. Founded in 2010, XYZ Inc. has built a reputation for delivering cutting-edge products that push the boundaries of what technology can achieve.”
9- Include Contact Information
At the end of the press release, provide clear contact information for media inquiries. This should include:
Name of the PR contact
Phone number (mobile or office)
Email address (direct email for media inquiries)
Website (optional)
Example:
Contact:
Jane Smith
Public Relations Manager
XYZ Inc.
Phone: (123) 456-7890
Email: press@xyzphone.com
Website: www.xyzphone.com
Press Release Formatting Tips:
Length: Keep the press release concise, ideally 400-600 words.
Tone: Maintain a formal and professional tone throughout.
Third-Person Writing: Avoid using “I” or “we”; write in third person to maintain objectivity.
Press Release Markings: Start with “FOR IMMEDIATE RELEASE” at the top if you want the press release to be published immediately. If you’re embargoing the release, you can use “Embargoed until [date].”
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File Format: Save the press release as a PDF or Word document when sending it out to journalists.
Conclusion
Writing a press release may seem straightforward, but crafting an effective one requires a clear, engaging, and well-structured approach. By focusing on the essentials—such as a compelling headline, concise body, relevant quotes, and solid contact information—you can create a press release that grabs the attention of media outlets and helps your brand stand out.
With these tips, you’ll be able to craft press releases that convey the right message and boost your chances of securing media coverage and public interest.