How to Write a Press Release That Gets Picked Up

Most press releases go unread. Not because the news isn’t interesting, but because the writing is lifeless. You can almost hear the sigh of whoever wrote it, like they were told to ‘just get it out.’ But that’s not the point of writing a press release. It’s not there to fill space. It’s there to spark curiosity, start conversations, maybe even change minds. That takes more than a block of text with a date at the top. You need a hook. A purpose. A story with bones. 

This press release guide walks you through how to write one that actually gets picked up, not scanned and tossed. And if you’re a student figuring this out for the first time, EssayPro can help shape your draft into something that feels worth reading!

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What Is a Press Release?

A press release is a short news story, written like a journalist might write it, but coming straight from the source. It’s what a company or organization puts out when they have something to announce, something they hope people will actually talk about.

It’s not supposed to ramble or sell, or read like a blog post full of fluff. It’s built to deliver one clear message, fast. Who did what, where it happened, why it matters, and how to get in touch if you want more.

Most press releases stick to one page. Sometimes two, if there’s a lot to unpack. The best ones give just enough detail to make a journalist pause, and maybe decide it’s worth turning into a bigger story.

How to Write a Press Release Step-by-Step

The technical side of the press release isn’t what makes it hard to write. The reason it’s hard is that you have to say something significant in a brutally limited format and word count. One or two pages with no filler, no backstory, and no room for rambling. You’ve got a few short paragraphs to make someone who doesn’t know you care about what you’re saying.

Here’s how to write a press release that does more than take up space in someone’s inbox:

• You lead with a captivating headline
• You open with the most important details, not a slow build-up
• You add quotes that sound human, not like a press robot
• You include a boilerplate that tells people who you are
• You wrap with clear contact info so no one has to guess
• Then you send it where it actually matters

Step 1: Start With a Headline That Doesn’t Sound Like a Headline

The headline is everything. It’s your first impression and most of the time, your only shot. If it doesn’t hit, no one’s reading the rest.

A good press release headline should:

• Be one sentence, no longer
• Skip the buzzwords and get straight to the point
• Say what happened and why it matters, without trying too hard

Bad example:

'Company Announces Exciting New Product to Disrupt Industry'

(Too vague, too desperate, nothing new here.)

Better:

'Greenbyte Launches Solar Charger That Works Without Direct Sunlight'

(You immediately know what’s happening, and your curiosity kicks in.)

Step 2: Nail the First Paragraph or Don’t Bother Writing the Rest

This is where most press releases go stale. You’ve got one paragraph, usually three sentences, four max, to explain exactly what the news is.

That means:

• Who did it
• What they did
• Where and when it happened
• Why it’s worth caring about

No background info yet. Just facts.

Example:

‘On July 10, 2025, CleanTech Co. launched its new biodegradable packaging line at the Green Futures Expo in Chicago. The product line is aimed at reducing plastic waste in consumer packaging. The company expects full rollout by early fall.’

Step 3: Add the Context People Will Ask For Anyway

Once you’ve laid down the basic facts, you can take a breath and give people the story behind the story. This is where you bring in the why.

• What led up to the announcement?
• What’s changing in the industry or world that makes this news relevant?
• How does this fit into a bigger picture?

This part doesn’t have to be long. A couple of short paragraphs usually does the trick. But here’s the key: every sentence should help the reader understand why this matters now.

Do:

• Mention partnerships or key figures if they matter
• Explain how this solves a problem or addresses a need
• Include brief numbers if they give weight (users, sales, impact, etc.)

Don’t:

• Use adjectives instead of evidence
• Quote yourself saying something meaningless like ‘We’re so excited’
• Drop in jargon you wouldn’t use in a normal conversation

Step 4: Include a Quote That Sounds Like a Person Said It

If your quote sounds like it was written by someone avoiding eye contact in a conference room, start over.

A good quote does two things:

1. It adds emotion or personality that the rest of the release doesn’t
2. It gives reporters something they can lift and use without rewriting

You can quote the CEO, project lead, or even a third party. Just make sure it sounds real.

Bad quote:

‘This launch reflects our commitment to excellence and our forward-thinking approach.’

Better quote:

"We knew if we wanted to cut plastic waste, we had to stop pretending people would give up convenience. This packaging keeps the ease, ditches the waste.” - Lara Kim, Head of Product Development

Step 5: Add the Boilerplate (Even If You Hate the Word)

The boilerplate goes at the end. It’s a short paragraph about who you are, not the company’s entire history, just the basics.

Here’s what it should include:

• Your company’s name
• What you do
• Who you serve
• Where you’re based
• Maybe a line about your mission

Example:

Founded in 2016, TerraPack designs sustainable packaging solutions for food and retail brands. Based in Austin, Texas, the company partners with over 300 clients across the U.S. to reduce environmental impact without sacrificing quality or convenience.

Step 6: Give People Someone to Call (Not Literally, but You Know What I Mean)

Don’t bury your contact info. Don’t forget it entirely. And definitely don’t make a journalist guess how to follow up.

Your contact section should include:

• Name
• Title
• Phone number (cell is fine)
• Email
• Company website

If you’re sending this as a student project or for class, include your own name or your professor’s placeholder info if that’s required.

Step 7: Send It Somewhere That Matters

Writing a press release is only half the job. The other half is making sure it lands where people will actually see it.

Here’s where most companies mess up:

• They blast it to hundreds of random emails
• They post it on their blog and assume that’s enough
• They forget that press releases are meant to start conversations, not replace them

To get your release out there:

• Research journalists who’ve covered similar topics
• Personalize your pitch when you email them
• Use trusted distribution services like PR Newswire or Business Wire
• Post it on your site and share it on social media
• If you’re in school, turn it in, and maybe even send it out, if it’s strong enough

No matter what, don’t just hit ‘publish’ and wait. The people who get press coverage are usually the ones who ask for it directly.

See also: How to write an open letter.

Press Release Format

The format of a press release might look simple at first glance, but the details matter. If you want your news to land, you need to follow the structure of a press release that journalists actually expect:

• Company Logo: Goes right at the top. Not optional. It tells people who the release is coming from before they read a single word.
• Release Date: This is where you make it clear when the info can be shared. If it’s ready to go now, say 'FOR IMMEDIATE RELEASE'. If not, drop in the exact date. No one likes guessing.
• Headline: This is your make-or-break moment. It should be sharp, specific, and impossible to scroll past. Skip the fluff. Just say what’s happening in a way that feels real.
• Subheadline: Totally optional, but helpful if your headline needs backup. One line. Maybe a key stat, a reason to care, or a bit of urgency, just don’t make it a second headline.
• Dateline: Start your first paragraph with the city and the date, like ‘Newtown, PA - July 1, 2025’. Then roll right into the story. It’s a small thing that keeps your release looking legit.
• Lead Paragraph: This is where the real info lives. Who’s involved, what’s happening, when and where it’s going down, and why it matters. One paragraph. Get to the point. No throat-clearing.
• Body Paragraphs: Time to dig deeper. Add a quote from someone real. Mention why this story matters beyond your company. Give the press something useful, like context, numbers, or something a little unexpected. 
• Boilerplate: Your reusable 'about us' paragraph that sits at the bottom of every release. Just say who you are, what you do, and where to find more info. It should sound like a human wrote it, not a legal copy.
• Media Contact Info: End with one real person’s name, their email, and a phone number. No contact forms. No generic inboxes. If someone wants to follow up, make it easy for them to do it.

If you’re also brushing up on basics, like how to write an essay introduction, you’ll find similar structure tricks that help here, too.

Tips for Writing a Press Release and Publishing It

Writing a press release is one thing. Getting someone to actually read it is a whole different game. A good press release reaches people. The trick is knowing how and where to send it without sounding like you’re shouting into the void. These tips are what actually tends to work.

Send It To People Who Might Care

Not just anyone. And not everyone. Figure out who covers stories like yours. Stalk a little, and find that reporter who wrote about something similar last week. That’s who you send it to.

Pick A Smart Time

Middle of the night? No. Friday afternoon? No. Early morning on a Tuesday or Wednesday? Now you’re getting warmer. You want your email sitting near the top of the inbox, not buried under the weekend spam pile.

Don’t Call It 'Press Release'

The subject line of your email is the headline before the headline. Make it sound like something worth opening. Say what the news is. Make it specific. Nobody clicks vague.

Put It Somewhere Public Too

Your website, a blog, somewhere people can find it even if they aren’t on your email list. Bonus: now it’s searchable.

Follow Up, But Not Like A Robot

It’s okay to check in once. Ask if they saw it. That’s it. Don’t send three emails and a calendar invite. That’s how you get blocked.

Why A Press Release Still Matters

When done right, a press release is a sharp, flexible tool that helps spread your news fast and builds credibility while doing it.

Types of a Press Release (And What They’re Really For)

Every press release has a job to do. But not every one should sound the same. What you’re sharing and who you want to hear it from shapes how you write it. Some are loud. Some are careful. 

Here’s a look at the types of press releases you’ll probably end up writing and what each one is actually good for.

Product Launch

This is the "something new is here” one. You’re announcing a product, a service, a tool, whatever it is; this is your chance to lay it out clearly. What is it? Why should anyone care? When is it available? Where can they get it? That’s what people want to know. Don’t overhype it. Just make it easy to understand, and maybe a little exciting too.

Event Announcement

Got something coming up? A grand opening, a livestream, a panel? This one’s your invite. It needs to answer all the practical stuff, like date, time, location, but it also has to give people a reason to show up. Don’t just say there’s an event. Say why it’s worth their time.

Company News

This one’s a check-in. Maybe you hired someone big. Maybe you opened a new location or landed some funding. These aren’t flashy headlines, but they matter. They help people track what’s going on behind the scenes. It’s how you say, 'We’re growing. Here’s what’s changing.'

Award or Milestone

Sometimes it’s okay to pause and say, 'Hey, this matters.' Whether it’s hitting 5 years, reaching 1 million users, or finally winning that thing you’ve been aiming at, this is your moment. Don’t just list the achievements. Say what it took to get there. 

Think of it like a story, not just an announcement. Similar to how you might break down an accomplishment in a book review format, this kind of release should give context and meaning, not just numbers.

Crisis Response or Public Statement

This is the one no one wants to write, but when you need it, you need it fast. Something went wrong. People are asking questions. This is where you stay calm, tell the truth, and speak like a human, not a brand. It’s not about spin. It’s about showing up.

The Bottom Line

If you’re putting together a press release, don’t overthink it, but don’t wing it either. The best ones feel effortless because they follow a structure that works. Here’s what to keep in mind as you write and share yours:

• A press release only works if it’s clear, focused, and worth reading
• Use the right format: headline, lead, body, boilerplate, no skipping steps
• Different types serve different purposes. Don’t treat every story the same
• Timing matters just as much as the content
• Make it easy for people to follow up or share

And if writing’s not your thing, or you just want a second pair of eyes on your draft, EssayPro has your back. From press releases to academic work, you can get help from expert writers who know how to make words land - buy research paper.

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