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PRBuild
Complete Guide

How to Write a Press Release
That Gets Coverage

A step-by-step guide to writing press releases journalists actually want to cover. Based on feedback from real journalists.

15 min read•Updated Jan 2026

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1. Start with a Newsworthy Angle2. Write a Compelling Headline3. Nail the Lead Paragraph4. Add Supporting Details5. Include a Human Quote6. Write Your Boilerplate7. Add Contact Information8. Format Properly
1

Start with a Newsworthy Angle

Before you write a word, ask yourself: "Why would a journalist care about this?" If you can't answer that question, your news might not be ready for a press release.

Newsworthy angles include:

  • Something genuinely new (product, feature, service)
  • Significant numbers (revenue, users, growth)
  • Timely relevance (trends, current events)
  • Human interest (founder story, customer impact)
  • Controversy or contrarian take

Not newsworthy:

  • Minor updates or bug fixes
  • Self-congratulatory announcements
  • News that's only interesting to your company
Pro tip: Put yourself in the journalist's shoes. They receive hundreds of pitches daily. What makes yours worth their time?
2

Write a Compelling Headline

Your headline is everything. 90% of journalists decide whether to read further based on the headline alone.

Great headline formula:

  • [Company] + [Action verb] + [Result/Benefit]

Examples:

  • "DataSync Launches AI Analytics Platform, Cuts Processing Time by 90%"
  • "GreenTech Raises $5M to Expand Sustainable Packaging Nationwide"
  • "HomeChef Hits 1 Million Subscribers, Expands to 15 New Markets"

Avoid:

  • "Company XYZ Announces Exciting New Partnership"
  • "We Are Thrilled to Share Our Latest Innovation"
  • Anything over 100 characters
Pro tip: Test your headline: Would you click on this if you saw it in your inbox? Be honest.
3

Nail the Lead Paragraph

The first paragraph must answer the 5 Ws: Who, What, When, Where, Why. Many journalists only read this far—make it count.

Structure:

  • [Company name], [brief descriptor], today announced [the news]. [Key benefit or impact]. [Availability or timing].

Example:

  • "DataSync, a leader in enterprise data solutions, today announced the launch of DataStream AI, an analytics platform that reduces data processing time by up to 90%. The platform is available immediately to enterprise customers worldwide, with pricing starting at $500/month."

In 50 words, we've covered: who (DataSync), what (new platform), when (today), where (worldwide), why (90% faster), and even pricing.

Pro tip: Write this paragraph last. Once you've written everything else, you'll know exactly what the most important points are.
4

Add Supporting Details

The body paragraphs expand on your announcement with specifics. Each paragraph should cover one idea.

Include:

  • Specific numbers and data (not "significant growth" but "247% year-over-year growth")
  • How it works (brief, non-technical explanation)
  • Who benefits and how
  • Context (market size, problem being solved)
  • Social proof (beta customers, early results)

Paragraph order:

  • 1. Most important supporting detail
  • 2. Second most important
  • 3. Context/background
  • 4. Future implications

Journalists may cut from the bottom up, so put the most essential info first.

Pro tip: Every sentence should either inform or persuade. Cut anything that does neither.
5

Include a Human Quote

Quotes add personality and credibility. But they need to sound human, not corporate.

Good quote characteristics:

  • Adds perspective the facts can't convey
  • Sounds like something a real person would say
  • Expresses opinion or emotion
  • Provides insider insight

Bad quotes (avoid):

  • "We are excited to announce..."
  • "This represents a significant milestone..."
  • "We believe this will revolutionize..."

Better:

  • "Data teams spend 80% of their time waiting. We built DataStream to give them that time back."
  • "When we hit $1M ARR in month six, we knew we were onto something bigger than we'd imagined."
Pro tip: Read your quote out loud. If it sounds like corporate speak, rewrite it until it sounds like coffee-with-a-friend speak.
6

Write Your Boilerplate

The boilerplate is a standard paragraph about your company that appears at the end of every press release.

Include:

  • What your company does (one sentence)
  • Key credibility points (customers, revenue, funding)
  • Website URL

Example:

  • "About DataSync: DataSync is an enterprise data solutions company helping organizations process and analyze data faster. Founded in 2020, DataSync serves over 500 enterprise customers including Fortune 500 companies. The company has raised $15M in venture funding. Learn more at datasync.com."

Keep it to 3-4 sentences. Update it quarterly.

Pro tip: Your boilerplate should answer: If someone has never heard of you, what do they need to know?
7

Add Contact Information

Make it ridiculously easy for journalists to contact you.

Include:

  • Name of media contact
  • Title
  • Email (dedicated press email is best)
  • Phone number
  • Response time expectation

Example:

  • Media Contact:
  • Sarah Johnson
  • Head of Communications
  • press@datasync.com
  • (555) 123-4567

Journalists work on tight deadlines. Aim to respond within 2 hours during business hours.

Pro tip: Test your contact info. Send yourself an email. Call the number. Make sure everything works.
8

Format Properly

Proper formatting signals professionalism and makes the journalist's job easier.

Standard format:

  • 1. "FOR IMMEDIATE RELEASE" (or embargo date)
  • 2. Headline (bold, centered)
  • 3. Subheadline (optional, italics)
  • 4. Dateline: CITY, STATE — Date —
  • 5. Body paragraphs (double-spaced)
  • 6. Quote with attribution
  • 7. Boilerplate
  • 8. Contact information
  • 9. "###" (end mark)

Length: 400-600 words. One page is ideal. Never exceed two pages.

    Font: Standard business fonts (Arial, Times New Roman, Calibri)

      Pro tip: When in doubt, shorter is better. Journalists appreciate conciseness.

      Common Mistakes to Avoid

      Starting with "We are excited to announce..."
      Burying the news in the third paragraph
      Using jargon or buzzwords
      Making it too long (over 600 words)
      Forgetting the contact information
      Not having a clear news angle
      Using a generic, non-specific headline
      Including multiple announcements in one release

      Don't Want to Write It Yourself?

      We'll write your press release, have it reviewed by our journalist panel, and distribute it to relevant media. First one's free.