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How to Write a Press Release

The goal in writing a press release is to grab the media’s attention and persuade them to feature your company or project in their publications or on their shows. With the multitude of pitches and press releases news outlets receive on a daily basis, it is vital to write press releases that not only stand out among all the others, but that follow the format and rules that journalists accept and expect. Below are guidelines to follow in order to create an effective and well-written press release.
  • Make sure your press release is newsworthy. The media will immediately toss a press release that reads like an advertisement. Even if your press release does not contain breaking news, make sure to add a news angle within it. The press is looking for trend information, data, new ideas and good human-interest angles.
  • Start with a strong headline that captures the media’s attention and makes them want to read the body of the press release.
  • Write in inverse pyramid style, in other words, with the most important information (the who, what, why, when, and where) within the first two paragraphs. Then follow with quotes and supporting information.
  • Make sure your writing is clear, simple and grammatically correct. Avoid hyperbole, industry jargon and the overuse of adjectives.
  • It is best to limit your press release to no more than two pages. This has always been important, but it is even more so today because in today’s saturated media market reporters are busier than ever.
  • Provide a boilerplate paragraph at the end that describes your company in short, succinct language.
  • Always provide contact information. At the top of the press release, provide the contact information for your company’s media contact, including name, direct office phone number, cell number and email address. At the end of the release (in the boilerplate paragraph), include your company address, phone number and website address. If you are asking the press to attend an event, give the address of the event site along with directions.

Event Press Release Template
Land Acquisition Press Release Template
New Hire Press Release Template

How to write a press release provided by:
Carol Ruiz of Red Rocket LA Marketing and PR.
8695 Washington Blvd., Ste 205 | Culver City, CA 90232 | p. 310.841.0994 | f. 310.841.0996