How to Write the Perfect Press Release
What makes an editor choose to use a press release? This guide provides an understanding of what editors look for and offers practical guidance for writing press releases that are clear, relevant, and worth reading.
It can be difficult to get media attention, even when a press release feels relevant and well written. Editors receive a large volume of releases every day and must make quick decisions about what is worth their time.
On busy news days, with constant deadlines and breaking stories, editors often decide within moments whether a press release has potential. If nothing immediately signals news value, timeliness, or relevance, it is unlikely to be read further.
Press Release Checklist
- Present a clear angle that contributes something new
- Write a headline that accurately reflects the content
- Structure the release so the most important information appears first
- Include clear source attribution and contact details
- Honor exclusivity if it is promised
- Promote confidently, but never exaggerate or misrepresent facts
01 Contribute Something New
When writing a press release, the headline or subject line is critical. It is the first element an editor sees and should clearly communicate the core of the story.
A common mistake is focusing on the sender rather than the news itself. Editors are interested in what is new, relevant, or timely, not who is issuing the release.
02 Write It Like a News Story
News value is one of the most important factors in determining whether a press release is relevant. Editors look for a clear angle, such as a concrete event, new research, or information that contributes to an ongoing discussion.
Credibility matters. Editors consider how data was collected, whether it is statistically sound, who the sender is, and what purpose the information serves. Strong, verifiable sources increase the likelihood that a release will be considered.
03 Write a Strong, Clear Headline
Long or unfocused press releases take time to interpret. A strong headline should immediately communicate the main point of the announcement.
Use the inverted pyramid structure, placing the most important information at the beginning. Editors generally prefer concise releases that deliver key facts quickly.
Additional background material can be included as an attachment rather than embedded in the main body of the release.
04 Time Your Press Release
Timing plays a significant role in whether a press release is used. Consider the broader news context and the relevance of your announcement to current events.
Announcements should be sent when they are most useful to the intended audience, such as seasonal relevance or alignment with industry events.
05 Include Sources and Quotes
Quotes add value and context, making it easier for journalists to develop a story. Credible sources increase the likelihood that quotes may be used directly.
Always include a phone number and email address for each source so journalists can follow up efficiently.
06 Prepare Your Sources
Providing contact details is not enough. Sources should be aware that journalists may reach out and should be prepared to respond.
If interviews are offered, clearly state availability. Journalists may follow up hours or even days after receiving a release.
07 If It Is Exclusive, Keep It Exclusive
Trust is essential in media relationships. If a story is offered as an exclusive, it must remain exclusive.
Editors notice when exclusivity is broken, which can damage credibility. Transparency about distribution builds long-term trust with newsrooms.
08 Do Not Oversell
Accuracy and credibility are essential. Overstating claims or exaggerating outcomes can permanently damage trust with journalists.
Editors remember misleading releases, making future submissions less likely to be considered.
Have You Included an Image?
Press releases that include relevant, high-quality images often attract more attention. Articles with images tend to receive higher engagement.
Images should be suitable for editorial use and included as part of the press material.
Do You Know When to Send Your Press Release?
Timing influences visibility and engagement. While there is no universal best moment, distributing releases when newsrooms are actively working increases the chance of consideration.
Choosing the right timing can meaningfully affect how a press release is received.