The Secret to Writing Successful Press Releases

Every company needs to communicate with its audience to keep people updated and maintain its reputation. A press release is one of the ways to build public relations. It is an official written statement issued by an organization for public release and media coverage.

Press releases announce product launches, get the word out about updates, and inform people about events. They help businesses address team changes, rebranding, new openings, and partnerships, among many other things.

The primary purpose of press releases is to announce the news. Yet, they also serve as part of a brand’s marketing strategy. You can use press releases to communicate with your audience and build relationships with journalists. It facilitates the growth of your company and attracts potential customers.

If you want to learn how to generate and control news surrounding your brand, here’s a quick guide by a professional writer from a top paper writing service for you on how to write effective press releases.

How to Structure a Press Release

When writing a press release, keep its traditional structure in mind. It includes:

    1. Headline

It’s impossible to overestimate the importance of a captivating headline. It is key to making a reader stop scrolling and read your press release. It determines conversion and increases your chances of getting more coverage.

How to write a killer headline? Be specific. Announce key information right in the headline but make sure you leave the reader intrigued for more details. If applicable, add numbers and statistics.

    2. Date and Location

Start your press release by mentioning a location and date. Here is an example:

[CITY, Month, Day, Year] — [Your Introduction Paragraph]

NEW YORK, March 12, 2022 — [Company] announced [the who, what, where, when, and why].

    3. 5 Ws: Who? What? Where? When? Why?

The first paragraph of a press release should provide a comprehensive answer to these questions:

        ●     WHO: Who is the press release about? Is it the whole company, an individual department, or an employee? Who does a press release impact?

        ●     WHAT: What do you announce? A product launch, update, event, merge, rebranding, award, etc.?

        ●     WHERE: Where does the new information apply? Where is it most useful?

        ●     WHEN: When did/will the event occur? When does the new information become useful? When should the reader react?

        ●     WHY: Why should the reader care about the press release? Why is it important?

The answers to these questions make the first paragraph of your press release. They should be as clear and straightforward as possible.

This is a crucial part of your press release as its goal is to hook the reader and cover the essentials. If you’re struggling to make your writing compelling, you can ask EssayService, a top custom writing service, for help. With some expert advice, you’ll announce the news in the best way.

    4. Supporting Information and Context

Once you’ve covered the 5 Ws, provide additional details. They may take various forms. You can add numbers, statistics, research findings, and multiple visuals to keep the readers interested and engaged.

Include insightful quotes from the CEO or other company spokespeople to explain the details and help the reader to understand your message. Journalists usually insert these direct quotes in their articles, so it’s a good way to get the word out about your news.

    5. Boilerplate

A boilerplate contains a couple of sentences about your company. It should introduce it, explain what it does, and what its mission is. Don’t forget to write your company’s website and social media pages.

    6. Contact Information

Include contact information so people who have questions regarding your press release can reach out for clarification. Provide the name, email, and phone number of a person to contact.

There’s a tradition to end a press release with “###” at the bottom to indicate the end.

Additional Writing Tips

    1. Find a Newsworthy Angle

The two key characteristics of a press release are its newness and value to the reader. They determine whether it will be printed and get the desired response from the audience. To find a newsworthy angle for your piece, think about:

        ●     Does it make an impact?

        ●     Does it evoke an emotional response?

        ●     Does it highlight progress towards a specific goal?

    2. Keep It Brief

In most cases, press releases don’t take more than a page. Aim for approximately 300-400 words. Make sure you keep only the essential details, avoiding fluff.

    3. Indicate When to Publish a Press Release

Often a press release is sent to journalists in advance, but you can indicate when you want it to go live. If it’s meant to be published right away, include a “For Immediate Release” note in the upper left corner of a page. But if you want to wait for some time, write “Hold for Release Until [Date].” This makes your intentions clear to the journalists who cover your news and help them observe your preferences regarding a publication date.

    4. Avoid Overusing Technical Language and Jargon

Press releases should stick to facts, but it doesn’t mean that you should overflow them with complex terms. A much better strategy is to use simple language that is easy to follow and understand. Such texts are more engaging to readers and are more likely to keep their attention.


A press release can become a great marketing tool for your company. It builds your reputation, brand recognition, and media coverage. So be sure to share interesting, newsworthy, and insightful information to craft a great press release. It is an effective way to control the narrative around your brand, draw customers, and enhance your marketing efforts.