How to Write a Press Release That Gets Noticed

What is "How to Write a Press Release"?

A press release is a formal, factual announcement distributed to the media to share newsworthy information about your company. It serves as the primary communication tool to generate earned media coverage and public awareness.

The core frustration for businesses is crafting a document that journalists ignore, resulting in wasted effort, missed opportunities for visibility, and no return on the investment of time.

Newsworthiness — The essential quality of an announcement that makes it relevant and interesting to a journalist's audience, not just to your company.
Inverted Pyramid — A writing structure that places the most critical information (who, what, when, where, why) first, with supporting details following in descending order of importance.
Boilerplate — A standardized "About Us" paragraph at the end of a release that consistently describes your company's core business and mission.
Media Distribution — The process of sending your finished press release to journalists, bloggers, and relevant media outlets via wire services or targeted lists.
Embargo — A requested agreement with a journalist that the information in your release is not published before a specified date and time.
Call to Action (CTA) — A clear instruction for the reader, such as visiting a website, signing up, or contacting a person for more information.
Multimedia Assets — High-quality images, logos, video links, or infographics included with a release to make a journalist's story easier to produce.
Earned Media — The publicity gained through promotional efforts other than paid advertising, specifically through media coverage prompted by your press release.

This guide benefits founders, marketing managers, and product teams who need to announce milestones but lack formal PR training. It solves the problem of creating a structured, effective announcement that has a genuine chance of being picked up by the press.

In short: It is a practical framework for transforming company news into a structured media announcement that captures journalistic attention.

Why it matters for businesses

Ignoring proper press release protocol means your significant company announcements vanish into the void, failing to reach customers, investors, or partners, and squandering potential growth momentum.

Zero media pickup → Releases written without journalistic appeal are discarded. A well-structured, newsworthy release directly aligns with what editors seek, dramatically increasing publication chances.
Damaged brand credibility → A release full of hype, errors, or irrelevant details makes your company look unprofessional. A factual, clean release establishes authority and trust with both media and the public.
Wasted resources → Spending hours writing and distributing a release that gets no results is an inefficient use of time and budget. A methodical approach ensures effort is focused on announcements with real potential.
Missed SEO and archival value → A poorly formatted release won't be indexed well. A proper online release creates a permanent, search-friendly record of your company's milestones and keyword-rich content.
Confused messaging → Burying the lead or using jargon means nobody understands your news. The inverted pyramid structure forces clarity, ensuring your core message is communicated instantly.
Lost competitive advantage → Competitors who announce effectively capture market attention. A timely, compelling release helps you own the narrative around your product launch or funding round.
Ineffective partner & investor relations → Key stakeholders monitor media for signs of progress. Consistent, professional announcements reinforce confidence and can trigger valuable business development opportunities.
No measurable impact → Without a clear goal and tracking, you cannot justify PR efforts. A disciplined process includes measurable calls to action and tracking for clear ROI assessment.

In short: A properly executed press release turns internal company news into a credible, external asset that drives awareness, credibility, and growth.

Step-by-step guide

The process often feels daunting because it blends journalism, marketing, and project management, but breaking it into discrete steps makes it systematic and repeatable.

Step 1: Validate the news

The pain is announcing something that is not truly news, guaranteeing journalist disinterest. Before writing a single word, rigorously test your announcement's newsworthiness.

Apply the "So What?" test: Ask why someone outside your company should care. If the answer is vague, the news is weak.
Check for core news hooks: Legitimate hooks include a significant product launch, major partnership, funding round, executive hire, breakthrough data, or industry award.
Quick verification: Would a reputable industry publication plausibly run a short article on this? If not, consider alternative communication channels like a blog post.

Step 2: Define your goal and audience

Without a clear objective, you cannot measure success or tailor your message. This step prevents a scattergun approach that resonates with no one.

Define a single primary goal: Is it to drive website sign-ups, attract investor interest, or establish thought leadership? Then, identify the specific journalist beats and publications your target audience reads. Your language and angles will differ for a tech VC blog versus a mainstream business newspaper.

Step 3: Craft the essential structural elements

A release missing standard components looks amateurish and is harder for journalists and databases to process. This step provides the mandatory scaffolding.

Headline: A clear, compelling one-line summary of the news (under 120 characters).
Dateline: The city and date of issuance (e.g., LONDON, UK – [Date]).
Lead Paragraph: The first sentence must answer the five Ws (Who, What, When, Where, Why).
Body: 2-4 paragraphs providing quotes, context, and supporting details.
Boilerplate: Your standard company description.
Contact Information: Name, phone, and email for media enquiries.

Step 4: Write the headline and lead paragraph

Journalists often decide based on these first elements alone. A weak start guarantees your release is deleted. The headline and lead must capture the entire story's essence.

Write the headline as an active, benefit-oriented statement. The lead paragraph must be a single, concise sentence that expands on the headline with the most critical facts. Avoid adjectives and hype; stick to verifiable facts.

Step 5: Develop the body with quotes and facts

A dry list of facts is forgettable. Quotes and data transform an announcement into a story with human and analytical credibility.

Include a quote from a key executive (CEO, Founder, Product Lead) that offers perspective, not just praise. Follow with 1-2 paragraphs that provide industry context, user benefits, or technical specifications. Use bullet points for key features or data points to enhance readability.

Step 6: Prepare the boilerplate and media contacts

Inconsistent company descriptions across releases dilute brand identity. Unclear contacts mean journalists won't follow up for more information.

Maintain a master boilerplate document of 100-150 words and use it verbatim in every release. The media contacts section should list a real person who is prepared to answer calls and emails promptly, not a generic "info@" address.

Step 7: Edit for clarity and AP Style

Grammar errors and inconsistent formatting undermine professionalism. Journalists use the Associated Press (AP) Stylebook as a standard; aligning with it signals competence.

Perform a ruthless edit to remove jargon, marketing fluff, and redundant words. Verify formatting: use third-person, past tense for events, correct company/product naming, and standard date formatting (e.g., 15 April 2024).

Step 8: Distribute and follow up strategically

Sending a release to a generic, unsegmented list is spam. Strategic distribution maximizes relevance and respect, which increases engagement.

Choose distribution channels: Use a paid newswire for broad reach and SEO. Complement this with a targeted manual email to a shortlist of 10-15 highly relevant journalists.
Craft a personalized pitch email: The release is an attachment. The email body is a short, personalized pitch explaining why the news fits their specific coverage area.
Follow up once: If you don't hear back, a single, polite follow-up email 3-5 days later is acceptable. Do not pester.

In short: The process moves from validating the news idea, through structured writing and editing, to targeted distribution and measured follow-up.

Common mistakes and red flags

These pitfalls persist because teams write for themselves or their CEO, not for the time-pressed journalist who is the actual gatekeeper.

Leading with company history → Buries the news. Journalists will not hunt for it. Fix: Use the inverted pyramid. The first sentence must contain the core announcement.
Using excessive hype and adjectives → Destroys credibility instantly. Terms like "revolutionary" or "world-class" trigger skepticism. Fix: Use factual, measurable statements. Let the news speak for itself.
Omitting contact information → Makes follow-up impossible, killing potential coverage. Fix: Always include a direct human contact name, phone number, and email in a clearly marked "Media Contact" section.
Writing in first-person or marketing-speak → Breaks journalistic convention and appears unprofessional. Fix: Write in the third-person, neutral tone. Describe what the product does, not how "amazing" it is.
Making it too long → Overwhelms the reader. The ideal length is 400-600 words. Fix: Be ruthless. If a sentence doesn't support the core news, delete it. Use bullet points for lists.
Not including multimedia → Creates extra work for journalists, making them less likely to cover you. Fix: Always provide at least one high-resolution image, a logo, and a link to more assets.
Blasting to a giant, untargeted list → Is seen as spam and harms future outreach chances. Fix: Build a targeted media list. Personalize your pitch emails.
No clear call to action (CTA) → Misses the chance to direct reader behavior. Fix: End the release with a simple CTA, like "For more information, visit [URL]" or "Sign up for the beta at [Link]".

In short: Avoid these common errors by maintaining a journalistic, reader-centric perspective focused on facts and ease of use.

Tools and resources

Selecting tools can be confusing, as offerings range from simple writing aids to full-service distribution platforms; the right choice depends on your budget and stage.

Newswire Distribution Services — For guaranteed broad dissemination, SEO benefits, and inclusion in major database feeds. Use for major announcements when reach and permanence are critical.
Media Database & List Building Tools — For identifying and contacting specific journalists by beat, publication, and location. Use when you need to build targeted, personal media relationships.
AP Stylebook Guides — The definitive reference for grammar, punctuation, and journalistic terminology. Use during the editing phase to ensure professional conformity.
Press Release Templates — Pre-formatted documents that ensure you include all structural components. Use as a starting checklist to avoid missing key elements.
Readability & Grammar Checkers — Tools that analyze sentence length, passive voice, and complex words. Use during editing to simplify language and improve clarity.
Multimedia Creation Platforms — Tools for creating simple, professional-looking graphics, headshots, or infographics to accompany your release. Use when you lack in-house design resources.
Monitoring & Analytics Services — Tools that track where your release is picked up, mentions of your brand, and referral traffic. Use to measure the impact and ROI of your efforts.
Project Management Software — For coordinating approvals, deadlines, and distribution schedules across internal teams. Use to manage the process efficiently and avoid last-minute errors.

In short: Leverage tools that address specific gaps in your process, from writing and formatting to targeted distribution and performance measurement.

How Bilarna can help

Crafting a press release is one challenge; finding and vetting the right service providers to help with strategy, writing, or distribution is another common frustration.

Bilarna's AI-powered B2B marketplace connects businesses with verified software and service providers. If you need expert support for your public relations efforts, our platform can help you efficiently identify qualified PR agencies, freelance PR consultants, or press release distribution services.

You can compare providers based on verified client reviews, specific service offerings, and regional expertise. Our AI matching simplifies the initial search, presenting options that fit your company's size, industry, and specific requirements for announcements, whether for a product launch, funding round, or corporate milestone.

Frequently asked questions

Q: How long should a press release be?

A press release should be concise, typically between 400 and 600 words. The goal is to provide all essential information on one page. Journalists are pressed for time; a release that is too long risks having its key points missed. Prioritize clarity and essential facts over exhaustive detail.

Q: What is the difference between a press release and a blog post?

A press release is a formal, third-party announcement aimed at the media to generate external coverage. A blog post is an informal, first-person piece aimed directly at your audience on your own channel. Use a press release for objective, newsworthy milestones. Use a blog post for insights, opinions, and updates that don't meet strict journalistic thresholds.

Q: Do press releases still work in the digital age?

Yes, but their function has evolved. They remain a formal record for investors and partners, provide SEO value through newswire backlinks, and serve as the official source document for journalists. Their primary value is in creating a credible, structured artifact that can be distributed and referenced, not in guaranteeing blanket media coverage.

Q: When should I send a press release? Is there a best day or time?

Timing is strategic. The best practice is to avoid Monday mornings (flooded inboxes) and Friday afternoons (low attention). Target Tuesday, Wednesday, or Thursday mornings, local time for your key journalists. For embargoed releases, provide the information several days in advance with a clear embargo time.

Q: How do I measure the success of a press release?

Success depends on your initial goal. Measure using a combination of metrics, not just one. Common KPIs include:

Number of qualified media pickups.
Traffic referred from those articles.
Inbound leads or sign-ups from the release's CTA.
SEO impact (new backlinks, keyword rankings).

Set your measurement framework before distribution to track effectively.

Q: Can I write a press release myself, or should I hire a professional?

You can write one yourself by following a structured guide, especially for straightforward announcements. Hire a professional PR consultant or agency for complex, high-stakes announcements (like funding or crisis communications), or if your team lacks the time or objective perspective to judge newsworthiness and craft a journalistic narrative.