How to Write Press Releases: 11 Best Practices [with examples]

By Helen McCrone, SEO Copywriter and Content Writer | 1,462 words

The best press releases strike a balance between interesting news content and commercial intent. They have to be persuasive, they must be free of hype and jargon, and they need to convince the editor that they're worth publishing. What they can't be is a naked sales pitch. That's why it's so important to use best copywriting practices. 

Below are 11 tips on how to write a professional press release. These are followed by some real-world examples for you to study.

1. Write something that’s newsworthy to your audience

By newsworthy, I mean interesting and relevant. Put yourself in the shoes of the target audience. Will they really care about your new Wellness at Work program for staff? Possibly, if they’re HR Managers who are thinking of introducing something similar to their own company and you can prove mental health benefits among employees. Otherwise, keep this ‘news’ for your internal newsletter and annual report to shareholders.

4. Use the correct press release format required by editors

Format is super important when it comes to press releases. Editors are busy people and they won’t thank you for having to rewrite your article’s title, add a sub-headline, or simply work out if your news is something they want to cover. The harder you make it for them, the more likely there are to ignore it altogether. Show them you’re a pro by employing the layout they expect. Not sure what that is? Here’s the right press release format.

5. Apply the journalistic method of the ‘inverted pyramid’

The inverted pyramid structure may have its roots in the old-fashioned telegraph, but the principle of putting your story’s most important part at the top still makes sense for press releases. First, using the 5 Ws of journalism (Who, What, When, Where, and Why) is a great way to draw attention. Second, if editors decide to crop your article because it’s too lengthy, they won’t be cutting off any essential information. 

6. Adopt the right style of press release for the topic

Several types of press releases exist, from events and reports to product launches and new hires. Each one adopts a slightly different tone of voice. Compare the humble and objective awards press release with the reassuring and optimistic takeover press release. And before blasting out the exact same message to every publication on your list, check their style. Is it formal, neutral or conversational? Adjust where necessary.

7. Make the content sound like news and not an advert

Editors do not like ads rewritten as press releases. After all, they’re not in the business of free advertising. So, ensure your copy uses journalistic language. In other words, rely on facts and evidence, not opinions and emotions. Write short sentences and paragraphs, use the active voice, and avoid hyped-up words like ‘cutting-edge’, ‘revolutionary’ and ‘disruptive’. As advised in The Elements of Copywriting: play down any sales aspects, play up the news aspects.

8. Avoid mistakes with grammar, spelling and punctuation

A press release is no time to be sloppy with your writing. Grammar, spelling and punctuation errors will not impress editors, so check carefully before you hit ‘send’. There is little excuse these days, what with the plethora of writing and editing tools out there, like Microsoft Word and Grammarly. If you’re not confident about your own writing skills, get someone competent to check your work first.

9. Incorporate quotations to add interest and credibility

Readers like quotations in press releases, and so do editors. Why? Because they add a sense of believability. Quotes from relevant people not only support your story but also make it much less dull. Ensure each quote does actually add more information and doesn’t simply rehash a previous sentence or paragraph. That’s what we call padding. Finally, always use quotation marks and make it clear who is doing the speaking.

10. Use multimedia assets to increase reader engagement

By all means offer high-resolution images with captions if they’re relevant and you have the copyright. Avoid sending them as attachments though (editors hate them). Use a transfer service or your own newsroom instead. Consider also embedding video and audio within the copy to create a multimedia press release. This can boost engagement and shareability but do check the publication’s multimedia and formatting guidelines first.

11. Include keyword phrases to support your SEO efforts

Press releases will not have a direct impact on your SEO. Why? Because newswire sites use no-follow links to avoid spam abuse. Having said that, a well-written, interesting press release helps SEO indirectly by generating interest in your brand. In turn, readers will (hopefully) check out your website or share your news on social media, increasing traffic and earning you quality links. Therefore, add key search terms to your title and copy.