How to write an effective press release
Photo by Kristin Hardwick (https://isorepublic.com/media-author/kristin-hardwick/)
I want to start by saying I don’t see press releases as the right tool for most news anymore. Press releases became popular in the early 20th century, first being used for crisis communication. By the mid-1900s, wire services like PR Newswire revolutionized distribution, making them a standard tool for sharing news. However, in today’s digital age, press releases are no longer the essential tool they once were, as journalists increasingly turn to social media for news. In fact, 87% of journalists use social media for sourcing stories (Cision’s 2023 Global State of the Media Report) compared to roughly 20% of journalists reporting use of newswires for story ideas or sourcing (Muck Rack’s 2023 Journalist Survey)
Social media announcements, company-owned newsrooms and direct pitches to reporters are taking the place of press releases.
Despite all of this, it is important to know the ins and outs of writing a press release. So here’s how to write a traditional press release.
Key Components of a Press Release
Headline – Catchy and concise
Dateline – Include the city and date
Lead Paragraph – Answer the 5 Ws (Who, What, When, Where, Why)
Body – Provide details, quotes, and supporting information
Boilerplate – A short paragraph about your company
Contact Information – Include name, email, and phone number for media inquiries
Sample Press Release
Here’s an example of a well-structured press release:
FOR IMMEDIATE RELEASE
[City, State] – [Date]
Headline:
"Local Bakery Wins National Award for Best Vegan Desserts"
Lead Paragraph:
"[City, State] – [Bakery Name], a family-owned vegan bakery, has been named the winner of the 2024 National Vegan Dessert Awards, announced on [Date]. This prestigious award recognizes the bakery’s innovative approach to plant-based desserts, including their signature vegan cheesecake and gluten-free brownies."
Body:
"The National Vegan Dessert Awards, held annually in [City], celebrate excellence in plant-based baking. [Bakery Name] was selected from over 200 entries nationwide for their commitment to quality, creativity, and sustainability.
‘We’re thrilled to receive this recognition,’ said [Owner’s Name], founder of [Bakery Name]. ‘Our goal has always been to create desserts that are not only delicious but also inclusive for everyone, regardless of dietary restrictions.’
Since opening in [Year], [Bakery Name] has become a local favorite, known for its wide range of vegan and gluten-free options. The bakery sources ingredients locally and uses eco-friendly packaging to reduce its environmental impact."
Boilerplate:
"About [Bakery Name]:
[Bakery Name] is a family-owned vegan bakery located in [City, State]. Founded in [Year], the bakery specializes in plant-based desserts, including cakes, cookies, and pastries. Committed to sustainability, [Bakery Name] uses locally sourced ingredients and eco-friendly packaging."
Contact Information:
[Name]
[Title]
[Phone Number]
[Email Address]
[Website URL]
Tips for Writing an Effective Press Release
Keep it concise (300-500 words)
Use a professional tone but avoid jargon
Include quotes to add credibility and a human touch
Proofread for grammar and spelling errors