How to Write a Press Release
A press release, also known as a news release, is simply a written statement distributed to the
media. They can announce a range of news items: scheduled events, personnel promotions, awards,
new products and services, sales accomplishments, etc. They can also be used in generating a
feature story. Reporters are more likely to consider a story idea if they first receive a release. It is a
fundamental tool of PR work, one that anyone who's willing to use the proper format can use.
Write the headline. It should be brief, clear and to the point: an ultra-compact version of the
press release’s key point.
News release headlines should have a "grabber" to attract readers, i.e., journalists, just as a newspaper
headline is meant to grab readers. It may describe the latest achievement of an organization, a recent newsworthy
event, a new product or service. For example, "XYZ Co. enters strategic partnership with ABC Co. in India & United
Headlines are written in bold and are typically larger than the press release text. Conventional press
release headlines are present-tense and exclude "a" and "the" as well as forms of the verb "to be" in certain
The first word in the press release headline should be capitalized, as should all proper nouns. Most
headline words appear in lower-case letters, although adding a stylized "small caps" style can create a more
graphically news-attractive look and feel. Do not capitalize every word.
The simplest method to arrive at the press release headline is to extract the most important keywords
from your press release. Now from these keywords, try to frame a logical and attention-getting statement. Using
keywords will give you better visibility in search engines, and it will be simpler for journalists and readers to get the
idea of the press release content.
Write the press release body copy. The press release should be written as you want it to
appear in a news story.
Start with the date and city in which the press release is originated. The city may be omitted if it will be
confusing, for example if the release is written in New York about events in the company's Chicago division.
The lead, or first sentence, should grab the reader and say concisely what is happening. The next 1-2
sentences then expand upon the lead.
The press release body copy should be compact. Avoid using very long sentences and paragraphs.
Avoid repetition and over use of fancy language and jargon.
A first paragraph (two to three sentences) must actually sum up the press release and the further content
must elaborate it. In a fast-paced world, neither journalists nor other readers would read the entire press release if
the start of the article didn't generate interest.
Deal with actual facts - events, products, services, people, targets, goals, plans, projects. Try to provide
maximum use of concrete facts. A simple method for writing an effective press release is to make a list of following
Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider
the points below if pertinent.
What is the actual news?
Why this is news?
The people, products, items, dates and other things related with the news.
The purpose behind the news.
Your company - the source of this news.