Last updated · reviewed by the Essentras editorial team
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How to write a press release
A press release is not an essay, it is a one-page, fact-first announcement built so a busy editor can run it with zero effort. Here are the 7 steps, in order, plus what to do once it is written.
- 01Find the actual news
Before writing a word, name the single newsworthy fact: a launch, a raise, a hire, a result, a milestone. If you cannot say it in one sentence, there is no release yet.
- 02Write a plain headline
Under 12 words, state the news directly. "Northbeam Launches AI Compliance Tool" beats anything clever. Editors scan, they do not decode.
- 03Nail the lead paragraph
First two sentences answer who, what, when, where and why. Assume the editor reads nothing else, because often they do not.
- 04Add 2-3 body paragraphs
Give the details, one concrete data point, and context for why it matters. Short paragraphs, no marketing adjectives.
- 05Include one real quote
Attribute it to a named person and make it say something. Skip "we are thrilled to announce." A quote should add insight an editor cannot get elsewhere.
- 06Finish with boilerplate and contact
A 2-3 sentence "About [Company]" they can lift verbatim, then a name, email, phone and link. Make follow-up effortless.
- 07Cut it to one page, then distribute
Trim to 300-500 words. Then send it only to outlets whose beat matches your news, the targeting matters more than the volume.
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FAQ
Writing a press release, FAQ
How do you start a press release?▾
With "FOR IMMEDIATE RELEASE", then a plain headline, then a dateline (CITY, State — Date), then a lead paragraph that answers who, what, when, where and why in two sentences. Lead with the news, never with background.
How long should a press release be?▾
300-500 words, one page. The news must be clear in the first two lines. Editors stop reading long releases.
Do I need a quote in a press release?▾
Yes. One attributable quote from a named person adds credibility and gives the journalist something to use. Make it substantive, not a cliché.
Should I write the press release myself or have it written?▾
Either works if the news is clear. If you would rather not, our editorial team writes the release as part of distribution, then places it on outlets that match your beat.
What do I do after writing it?▾
Distribute it to the right outlets. Blasting it everywhere wastes money; targeting outlets whose audience fits earns real coverage. Our marketplace shows the price of each of 1,500+ vetted outlets so you choose well.
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