How to create a press release is a common question for teams and communicators. This guide gives clear steps and examples. It shows when to use a press release, what to include, and how to send it. The guide uses simple language and practical tips for fast results.
Key Takeaways
- A press release should clearly announce newsworthy events with a strong headline and concise lead answering who, what, when, where, and why.
- Include six essential elements in your press release: headline, dateline, lead, supporting paragraphs, a relevant quote, and a boilerplate with contact details.
- Plan your press release carefully by choosing your main news angle, drafting content in a clear format, and editing thoroughly for accuracy and readability.
- Distribute your press release strategically by creating a targeted media list, personalizing emails, attaching both plain text and PDF versions, and including high-quality images.
- Follow up with reporters within 24 to 48 hours with a polite reminder to increase the chances of media coverage.
- Avoid using press releases for routine updates; reserve them for significant news that warrants official, time-stamped communication to the media and stakeholders.
When To Use A Press Release And Who Should Read It
A press release works best for news that affects many people. Organizations use a press release to announce product launches, executive hires, funding rounds, events, or major milestones. A journalist reads a press release when the content matches their beat. An editor reads a press release when they need facts and quotes for a story. A blogger reads a press release when they seek new content for their audience.
A press release should reach media, stakeholders, and partners. PR teams send it to reporters and editors. Marketing teams share it with partners and customers. Leadership shares it to record company milestones. The group that writes the release should pick recipients who will use the facts and quotes.
They should avoid press releases for routine updates. They should use email pitches or social posts for small items. They should choose a press release when they expect news outlets to cover the item and when they need an official, time-stamped record.
The Six Essential Elements Of A Newsworthy Press Release
A clear headline tells what happened. The headline should state the core news and include a keyword if possible.
A dateline shows the date and location. The dateline gives context and helps reporters verify timing.
A strong lead paragraph answers who, what, when, where, and why. The lead gives the reader the single most important fact.
Supporting paragraphs add facts, statistics, and short context. Each paragraph should present one fact. The writer should avoid opinionated language. They should use sources and numbers to support claims.
A quote from a relevant person adds authority. The quote should explain why the news matters. The quote should not repeat the lead.
A boilerplate offers a short description of the organization. The boilerplate gives background and contact details. The contact details include a name, email, and phone number so reporters can follow up.
These six elements make a release easy to scan and use. They make it simple for a journalist to extract facts and craft a story.
Step-By-Step: Write, Format, And Polish Your Press Release
Step 1: Plan the news angle. The writer should decide the main fact and the audience. They should list the top three facts to include.
Step 2: Draft the headline and lead. The writer should write the headline first. Then they should write a lead that answers who, what, when, where, and why in one or two sentences.
Step 3: Develop the body. The writer should add two to four supporting paragraphs. They should use short sentences and one fact per paragraph. They should include one clear statistic or example.
Step 4: Add a quote and boilerplate. The writer should get a short quote from an executive or expert. They should write a two-sentence boilerplate about the organization. They should add contact information.
Step 5: Format for easy reading. The writer should use one-inch margins, a readable font, and single spacing. They should center the headline and left-align paragraphs. They should insert “###” or “ENDS” at the end to signal the end of the release.
Step 6: Edit and proofread. The writer should read the release aloud. They should check names, dates, and numbers. They should confirm the contact details. They should reduce any long sentence into two short sentences.
Step 7: Send and follow up. The writer should email reporters with a short personalized note. They should attach the press release as plain text and as a PDF. They should follow up once by email or phone within 48 hours.
Example Template And Quick Distribution Checklist
Example template:
Headline: Company X Launches Product Y to Solve Z
Dateline: CITY, State, Month Day, Year
Lead: Company X announced Product Y today. Product Y helps users reduce Z by X percent.
Body: The product offers feature A, feature B, and feature C. The company reports early users saw X percent improvement. The company plans broader release next quarter.
Quote: “We built Product Y to solve Z,” said Jane Doe, CEO of Company X. “The product delivers measurable value to users.”
Boilerplate: Company X is a provider of solutions that help businesses do A, B, and C. For more information, visit Company X or contact PR at [email protected], (555) 555-0123.
ENDS
Distribution checklist:
- Create a targeted media list. Include two relevant beat reporters per target outlet.
- Personalize the email subject and first sentence. Mention a recent article where possible.
- Attach the press release as plain text and as a PDF. Paste the release into the email body.
- Include one high-resolution image and an alt text caption.
- Send during weekday mornings in the target time zone.
- Follow up once after 24–48 hours with a short reminder message.
This template and checklist help teams prepare and distribute a press release that reporters can use quickly. They reduce guesswork and save time.
