10 Tips for Writing the Perfect Press Release

When you write a press release, you give your company a voice. You share the story of your achievements, innovations, and vision.

A compelling story increases your chances of getting published in your desired media outlets. Additionally, it helps attract customers, investors, and professionals to your company and brand.

But what makes a perfect press release? And how can you maximize its distribution impact on your target audience? In this guide, we’ve compiled the 10 most important tips for writing an effective press release.

Where Can I Publish a Press Release?

Before perfecting your press release, consider where it will have the greatest impact. Your goal is to have reputable publications cover your company’s news. You can leverage your own contacts, reach out to industry journalists, or hire a PR agency for this task.

Online press portals also allow you to make your press releases publicly accessible. This approach reaches not only journalists but also customers, business partners, interest groups, and individuals directly. Ideally, the press portal will let you distribute your story to a selected audience via targeted mailing lists.

PR Goals: What Can You Achieve with a Press Release?

A press release is the cornerstone of successful public relations. It serves as a communication tool to engage the public and draw attention to company-relevant topics. Through press releases, you can:

• Build and maintain your company’s image or reshape public perception.
• Increase visibility against competitors.
• Strengthen trust among customers and partners.
• Enhance your company’s credibility.
• Conduct proactive crisis communication.
• Establish authority in your industry.
• Attract skilled professionals to your business.
• Ensure consistent media coverage for stakeholders.

For long-term PR success, don’t rely on a single press release. Instead, integrate it into a comprehensive PR strategy.

10 Tips for Writing an Effective Press Release

1. Focus on Newsworthiness

Not every company event is worth publishing. Your press release should be relevant to either local audiences (for newspapers) or industry experts (for trade journals). If traditional press releases aren’t suitable, consider alternative PR formats like expert articles, short news updates, or interviews.

Examples of Newsworthy Topics:

• Job creation and training programs (local)
• Company anniversaries (local)
• Events and team activities
• Charitable initiatives, such as donations or sponsorships
• Positive financial results (local/industry)
• Innovations (industry)
• Investments (local/industry)
• New hires or completed training programs

For more topic suggestions, refer to our whitepaper on crafting the perfect press release.

2. Timing Matters – Publish at the Right Moment

In today’s fast-paced world, the relevance of news declines quickly. The sooner you publish, the more impactful your announcement.

Our Tip: Prepare press releases in advance for upcoming events and update them with the latest information. For event announcements, publish early so your audience can save the date.

Keep Editorial Deadlines in Mind

Media outlets have specific submission deadlines. If you miss these deadlines, your release may not be published on time. Trade publications, in particular, often require long lead times. You can find editorial deadlines in a publication’s media kit.

3. Follow Press Release Formatting Standards

An ideal press release fits on a single A4 page, typically between 3,000 and 5,000 characters. It should not exceed two pages, including contact details, company logo, and boilerplate. Longer content is better suited for expert articles.

Need a template? Check out our sample press release format to guide your writing.

4. Use Clear Formatting with Subheadings

A well-structured press release makes it easier for readers to grasp key points. Avoid large text blocks, as they are difficult to read, especially on mobile devices. Search engines also favor well-structured content, improving its ranking.

Online Reading Behavior Matters

Readers first scan the top of a page horizontally. The first paragraph gets the most attention. Then, they read vertically along the left margin. Use a subheading early on to summarize your main point and guide readers through the text.

Subheadings and paragraphs help readers navigate your content at a glance.

5. Follow Style and Language Best Practices

Be Precise – A press release is informative. Avoid filler words and keep sentences simple. Journalists don’t want to sift through jargon.

Avoid Technical Terms and “Denglisch” – Use plain language so non-experts can understand your message. If industry-specific terms are necessary, provide explanations.

Stay Objective – Avoid promotional language, superlatives, and exaggerations. Stick to facts, figures, and data.

Write in Active Voice – Active sentences are clearer and more engaging.

Example:
❌ Reading press releases with many nominalizations is tiring.
✅ Press releases with many nominalizations are difficult to read.

Include Quotes – They add authenticity and allow for subjective statements within an otherwise factual text.

Proofread – Grammar and spelling errors undermine your credibility. Have a colleague review your press release before publication.

Structure Your Press Release Using the 6 W Questions:

Before writing, outline the answers to these key questions:

• What? – What is the main message? What’s new?
• Where? – Where is it happening?
• Who? – Who is involved? Who is affected?
• How? – How does it work? How will it impact stakeholders?
• Why? – Why is this happening? Why is it important?

6. Craft a Strong, Targeted Headline

Your headline is your first impression. It must stand out and convey the core message.

Best Practices:

• Clearly summarize the press release’s main point.
• Answer at least three of the six W questions.
• Keep it short—Google search results only display the first 65 characters.
• Avoid wordplay; use direct, informative phrasing.
• Highlight the key benefit to your audience.
• Use attention-grabbing power words, but avoid overly promotional terms like "free" or "discount."

Use a Subheadline

A short subheadline provides additional context and helps readers quickly understand the main topic.

7. Include High-Quality Images

Images increase the chances of publication. A compelling visual attracts attention while maintaining professionalism.

Technical Guidelines:

• Provide both landscape and portrait formats.
• Print images should be 300 dpi; online images should be 72 dpi.
• Print images need CMYK color mode; online images require RGB.
• Use widely compatible file formats like JPG.
• Include descriptive captions.

IMPORTANT: Only use images for which you have written usage rights, especially if people are featured.

8. Avoid These Common Mistakes

Writing only from the company’s perspective without considering audience interest.
Treating a press release like an advertisement.

Sending it to the wrong media contacts. Use targeted press lists to ensure journalists in your industry receive your news.

9. Use a Professional Press Distribution Service

If you lack time or media contacts, consider using a press distribution service. Platforms like PresseBox allow you to distribute your press release to a targeted audience.

10. Don’t Forget the Boilerplate

A boilerplate is a short, factual company description at the end of a press release.

Include:

• Full company name and legal structure
• Headquarters and additional locations
• Year founded and business focus
• Key products, services, or brands
• Employee count and revenue (if relevant)
• Awards, patents, or notable clients (optional)

New PR Formats for Modern Press Work

Press formats have evolved beyond traditional releases. Today, companies gain attention by regularly publishing different content types. Consider expert articles to showcase thought leadership, interviews to humanize your brand, or short news updates for quick engagement.

Final Checklist for an Effective Press Release:

✔ Identified target audience and relevance
✔ Strong headline and clear structure
✔ Answered the 6 W questions
✔ Concise, readable format (max 5,000 characters)
✔ High-quality images included
✔ Boilerplate with company details

Need expert assistance? PR services can help with topic selection, writing, and distribution.