Press releases are misunderstood tools. Every year, millions get distributed. The vast majority are ignored by the journalists who receive them. That does not mean press releases are useless. It means most of them are done poorly.
Here is how to write a press release that serves its purpose, and an honest assessment of when a press release is the right tool.
Do press releases still matter?
Press releases are different today. Before email and the internet, a press release was the primary way a company communicated news to the media. That is no longer the case. Journalists today receive too many press releases. Most go straight to the trash.
Press releases still serve a few important functions. They create a formal record of an announcement that can be referenced and cited. They provide a structured format. Journalists can pull quotes and facts from them quickly when they are on deadline. When distributed through the right channels, they can appear in news aggregators and industry databases. This provides some SEO and visibility value.
Press releases fail when they are used as a substitute for actual media outreach. Distributing a press release is different from pitching a journalist. A press release sitting on a wire service is passive. A personalized pitch to a journalist who covers your space is active. The press release supports the pitch. It does not replace it.
The structure that works
A good press release follows a proven structure. Deviating from it rarely helps.
Headline. Start with a clear, specific headline that communicates the actual news. Avoid vague headlines like "Company X Announces Exciting New Partnership." Use specific headlines like "Company X Partners with Company Y to Bring Specific Product to Specific Market." The headline should tell a journalist in one line what happened and why it matters.
First paragraph. Answer the core questions: who, what, when, where, and why. A journalist who reads only the first paragraph should have enough information to decide whether this story is relevant to their beat. Do not bury the news under three paragraphs of company background. Lead with the news.
Second and third paragraphs. Provide context and detail. Why does this matter? Who does it affect? What problem does it solve? Include a quote from a company executive or relevant stakeholder. This quote should add perspective instead of restating the first paragraph. A good quote provides an insight or opinion missing from the factual paragraphs.
Boilerplate. Include a brief "About" section at the end with your company background. Keep it to two or three sentences. Include clear contact information for a real person who can respond to journalist inquiries quickly. A journalist needs to reach someone for comment.
Common mistakes
No news value. Before you write a single word, ask yourself honestly if a journalist who covers this space would care about this announcement. If the answer is no, a press release will not change that.
Promotional language. A press release should read like a news story, not an advertisement. Words like "revolutionary," "game-changing," "industry-leading," and "best-in-class" will get your press release deleted. Journalists see through marketing language instantly. It signals that the content lacks credibility.
Too long. One page is ideal. Two pages is the maximum. Journalists do not have time to read a five-page document to find the story. If you cannot communicate the news in 400 to 600 words, refine your message.
When to write a press release
A press release makes sense for significant business news. Major partnerships, funding rounds, product launches that represent a market shift, executive appointments at large companies, and major milestone announcements are appropriate. A press release is unnecessary for minor updates, routine business activities, or things that only interest your own employees.
If you are debating whether something warrants a press release, it probably does not. Save your press releases for announcements that matter. This builds credibility with the journalists and outlets that receive them. If you send a press release every week about minor developments, journalists learn to ignore your messages.
The more effective approach for ongoing media presence is building direct relationships with journalists through the strategies we outline in our press coverage guide. The press release supports those relationships by giving journalists a formatted source for the facts when you do have real news.
If you need help crafting press releases or developing a broader media strategy, our press placement service covers the full spectrum. You may also want to read our guide on press release distribution.
Related resources
- How to get press coverage. Build real media relationships beyond press releases
- Press release distribution. Get your releases to journalists and outlets
- Press placement services. We handle media strategy and outreach