How to Write a Press Release
Complete guide covering structure, tone, formatting, and the essential elements every press release needs.
A press release is your company's official announcement to the media. When done right, it can generate significant coverage, boost SEO, and establish your brand as an industry authority. This guide covers everything you need to know.
The Essential Structure
Every press release follows a proven structure that journalists expect. Start with a compelling headline, followed by a dateline (city and date), then the lead paragraph answering the 5 W's (who, what, when, where, why), supporting paragraphs with details and quotes, a boilerplate about your company, and contact information.
Writing the Headline
Your headline should be clear, concise, and compelling. Keep it under 100 characters. Use active voice and present tense. Include your main keyword for SEO. Avoid hype words like 'revolutionary' or 'groundbreaking' unless you can back them up with facts.
Crafting the Lead Paragraph
The first paragraph is crucial. It should answer: Who is making the announcement? What is being announced? When is it happening? Where is it taking place? Why does it matter? Keep it to 2-3 sentences maximum. Journalists often use this paragraph verbatim.
Supporting Paragraphs
Use the inverted pyramid style - most important information first, then supporting details. Include specific data, statistics, and facts. Add quotes from executives or stakeholders. Keep paragraphs short (2-3 sentences) for readability.
The Boilerplate
End with a standard 'About [Company]' section. This should be 3-5 sentences describing your company, what you do, key achievements, and where you're located. Keep it consistent across all press releases.
Key Takeaways
- Keep total length to 400-600 words
- Use third-person perspective throughout
- Include 1-2 relevant quotes from executives
- Add multimedia (images, videos) when possible
- Proofread multiple times before distribution
Common Mistakes to Avoid
- Writing in first person or using 'we/our'
- Making it sound like an advertisement
- Including too much jargon or technical language
- Forgetting contact information
- Not including a clear call-to-action or next steps
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