To write a press release journalists will read, start with genuine news, put the most important facts in the headline and first paragraph, and answer who, what, when, where and why in plain language. Follow with supporting detail, one or two real quotes, a short company boilerplate and media contact details. Most effective releases are 300 to 600 words, factual rather than promotional, and sent to journalists who actually cover the topic.
Start with a real news angle
A press release is not an advert. Journalists receive many releases every day and quickly ignore anything that reads like marketing. Before writing, ask whether an outsider would find the announcement interesting or useful.
Stories that usually qualify include:
- A new product, service or location that solves a clear problem.
- Funding, acquisitions, partnerships or major client wins.
- Original data or research about your industry or region.
- Awards, certifications or milestones with outside verification.
- Expert comment on a current event, regulation or trend.
- Community initiatives, hiring drives or events with local impact.
If the honest answer is “this only matters to us”, a blog post or social update may suit the announcement better.
The structure of a press release
Press releases follow the inverted pyramid: the most important information first, then details in decreasing order of importance. An editor should be able to cut from the bottom without losing the story.
- Headline: a clear, specific statement of the news, ideally under about 100 characters.
- Subheadline: an optional line adding a key detail or figure.
- Dateline: city and date, for example “Ranchi, 7 October 2026”.
- Lead paragraph: the who, what, when, where and why in two or three sentences.
- Body: two to four paragraphs of context, details, numbers and background.
- Quotes: one or two quotes from a founder, executive, partner or customer.
- Boilerplate: a standard short paragraph describing the company.
- Media contact: name, email and phone number of a person who will respond.
Write a headline that earns attention
The headline decides whether the release is opened. Use an active verb, name the company, and state the news directly. “Ranchi Startup Launches Hindi Voice App for Farmers’ Crop Prices” tells a journalist far more than “Exciting New Innovation Changes Agriculture Forever”.
Include numbers when they are real and meaningful, avoid jargon, and skip exclamation marks and capital letters for emphasis. If your news has a regional angle, put the place in the headline; regional editors look for local relevance.
Make the first paragraph do most of the work
Many journalists read only the headline and lead. That opening paragraph should be able to stand alone as a short news item. For example: “Shootup Media, a digital marketing agency headquartered in Delhi, today opened an office in Ranchi to serve businesses across Jharkhand, with a local team handling SEO, advertising and PR for regional clients.”
Keep sentences short and factual. Save background, history and secondary details for later paragraphs.
Write quotes that add something
A quote should add opinion, insight or emotion that the facts alone cannot. Avoid quotes like “We are thrilled to announce this exciting launch”, which say nothing. Instead, explain why the news matters, what problem it solves or what comes next.
Quotes should sound like a real person speaking. Read them aloud; if nobody would say them in conversation, rewrite them. Always get approval from the person quoted.
Add the boilerplate and contact details
The boilerplate is a short “About” paragraph of three or four sentences: what the company does, where it operates, when it was founded if relevant, and the website address. Keep it consistent across releases, since journalists and AI tools use it as a reliable summary of the business.
The media contact must be reachable. A journalist working to a deadline may need a comment, image or fact check within an hour.
Formatting and practical tips
- Write in the third person, except inside quotes.
- Keep paragraphs short, two to four sentences each.
- Attach or link high-resolution images, logos and headshots with captions.
- Use an embargo line if the news should not be published before a set date and time.
- Paste the release into the email body as well as attaching it, since many inboxes block attachments.
- Translate or adapt releases for regional language publications where your audience reads them.
Distribution: wire services and direct pitching
There are two main routes. Wire distribution services publish your release on news networks and partner sites, which provides reach and searchable copies, but it does not ensure editorial coverage. Direct pitching means sending a short personalised email to journalists who cover your topic, with the release below.
The strongest results usually combine both. Research reporters’ recent articles, explain in two or three sentences why the story suits their readers, and follow up once after a few days. Links inside syndicated releases are generally treated by Google as non-endorsing, so the value lies in visibility, credibility and genuine coverage rather than backlinks.
Common press release mistakes
- Announcing something with no news value.
- Burying the main point in the third paragraph.
- Overusing superlatives and buzzwords.
- Sending the same release to every journalist without checking their beat.
- Promising coverage to clients or stakeholders before any journalist has agreed.
- Missing contact details or broken links to images.
Frequently asked questions
How long should a press release be?
Most work well at 300 to 600 words. Longer releases are acceptable for complex announcements such as research findings, but the core news should still fit in the first two paragraphs.
When is the right time to send a press release?
Weekday mornings are commonly preferred. Avoid days dominated by major national news, and give journalists time before the event or launch date.
Can a press release help with AI visibility?
Coverage in credible publications can help, because AI tools draw on trusted third-party sources when describing businesses. The release itself matters less than the genuine articles it leads to.
Get your story in front of the right journalists
Our PR and press release service covers writing, distribution and pitching to relevant Indian and international outlets. Book a free consultation to discuss whether your announcement has a strong news angle.