How to Write a Press Release: A Step-by-Step Guide

A press release is an official statement that an organization distributes to news outlets or the public. It’s a formal way to collect all information relevant to a story into a one-page source. A press release’s function is to attract media attention and shape the narrative surrounding your brand.

Here are some steps to follow when writing a press release:

1. Consider the angle of your press release

Focus on how your announcement provides value to your target audience. That’s your angle (and your hook). When it serves people, it’s worth sharing. Conveying a clear perspective or angle will attract more press attention.

2. Write a catchy headline

Your headline should summarize the main point of your press release and capture the attention of journalists and readers. Use action verbs and keywords that relate to your announcement. Keep it short and simple, no more than 10 words.

3. Write a compelling lead paragraph

Your lead paragraph should answer the who, what, when, where, why and how of your announcement. It should also include a hook that draws the reader in and makes them want to read more. Use clear and concise language and avoid jargon or technical terms.

4. Provide supporting details in the body paragraphs

The body paragraphs should expand on the information in the lead paragraph and provide additional details, facts, quotes, statistics or background information that support your announcement. Use bullet points or subheadings to organize your information and make it easy to scan.

5. Include a quote from a spokesperson or an expert

A quote can add credibility, personality and emotion to your press release.

It can also provide a human element or a unique perspective on your announcement. Choose someone who is relevant, authoritative and knowledgeable about your topic. Make sure the quote is clear, concise and adds value to your press release.

6. Add a visual

It goes without saying that a visual can significantly attract the reader’s attention where information overload is rampant. An appropriate image or photo can make the content more engaging and increase the click through rate.

The visual must be relevant to the content, and if there isn’t any visual available, you can make a general image with company logo, homepage screenshot, or office building, etc. A video is also a good way to attract the reader’s attention.

7. Write a boilerplate statement at the end

A boilerplate statement is a short paragraph that describes your organization, its mission, vision, products, services or achievements. It should also include your contact information, such as your website, email, phone number or social media handles. A boilerplate statement helps journalists and readers learn more about your organization and how to reach you for further inquiries.

8. Proofread and edit your press release

Before you send out your press release, make sure it is free of errors, typos, grammatical mistakes or factual inaccuracies. Use tools like Grammarly or Hemingway to check your spelling, grammar, punctuation and readability. Ask someone else to review your press release and give you feedback.

Here is an example of a press release based on these steps: