News and Insights

How To Write A Great Press Release

February 19, 2025

A press release is an official statement informing the media of an important development, and it should only be used when the content is genuinely newsworthy and relevant to the target audience.
An effective press release follows a logical structure, including headline, dateline, lead paragraph, body, boilerplate and contact information, with common mistakes like exaggeration, burying the lead and technical jargon best avoided.
Timing decisions such as immediate release versus embargo, plus strong visual elements and clear distribution channels, all influence how much coverage and engagement a press release achieves.

What is a press release?

A press release is an official statement from a company, organisation, or individual that informs the media about an important development. It serves as a key tool in public relations, allowing businesses and organisations to communicate announcements such as product launches, strategic partnerships, or industry breakthroughs in a structured manner.

When composed effectively, a press release enhances brand credibility, increases media exposure, and strengthens an organisation’s digital marketing efforts. However, not every announcement warrants a press release. The content must be newsworthy and relevant to the target audience to achieve maximum impact.

Determining newsworthiness

Before investing time in creating a press release, it is crucial to decide whether the story will capture journalists’ and readers’ interest.

Announcements that highlight innovation, corporate milestones, industry trends, or major company developments are more likely to attract media attention. Emphasising significance early ensures the press release stands out in a crowded media landscape.

Writing an effective press release

Developing a compelling press release requires clarity, organisation, and a coherent narrative. Each element should contribute to a seamless reading experience that allows journalists to quickly extract the most important information, therefore:

Start with an attention-grabbing headline – your press release needs to command attention
Craft an engaging introduction – this will keep the reader’s attention
Provide supporting information and context – to cover what you need to say
Include quotes – to add insight.

Maintain a logical structure

A clear format improves readability and ensures that essential messages remain prominent. A standard press release format includes:

Headline: concise and informative

Dateline: location and date of the release

Lead paragraph: a brief summary of the announcement

Body: context, supporting details, and relevant quotes

Boilerplate: a short description of the organisation

Contact information: details for media enquiries.

Press release format and template

Following a structured layout enhances readability and increases the likelihood of media coverage. Templates can also streamline the writing process while preserving consistency across multiple communications.

Common mistakes to avoid

Even the most promising press releases can fall short if certain pitfalls remain unaddressed:

Exaggeration or overhype – journalists tend to spot marketing fluff immediately, reducing credibility

Burying the lead – critical information should appear early on

Technical jargon – language should remain clear and accessible

Grammatical errors – thorough proofreading is vital for maintaining professionalism.

Timing: for immediate release or embargo?

The timing of a press release significantly influences its effectiveness. If news is ready for immediate dissemination, indicate “For immediate release.”

Alternatively, using an embargo can grant journalists early access while coordinating publication around a predetermined schedule. Embargoes are especially valuable for market-sensitive developments or synchronised product announcements, ensuring unified communications in product launches and maximising overall impact.

Enhancing visibility with visual elements

Incorporating high-quality images, infographics, or executive headshots bolsters both the appeal and persuasiveness of a press release. Visual storytelling captures attention more effectively, resulting in content that is more engaging and shareable.

Press release distribution strategies

Reaching a suitable audience remains essential for ensuring efficacy. The news should be relevant to your target audience and reach them through the appropriate channels; leveraging social media can encourage additional engagement and interactions.

Measuring the impact of a press release

Evaluating performance reveals insights for improvement in subsequent releases. Common metrics include:

Media pickups: counting how many outlets feature the announcement

Website traffic: monitoring increases in page visits after publication

Engagement metrics: assessing social media shares and discussions

Lead generation: determining whether the press release prompts enquiries or conversions.

A well-crafted press release enhances brand credibility and maximises media coverage by delivering clear, concise, and relevant messaging. At FINN Partners, we specialise in creating impactful announcements that capture attention and achieve communication goals. Get in touch with us to explore how we can support your public relations needs.

FAQs:

What structure should a press release follow?
A standard press release format includes a concise headline, a dateline showing location and date, a lead paragraph summarising the announcement, a body with context and quotes, a boilerplate describing the organisation and contact information for media enquiries.

What common mistakes should you avoid when writing a press release?
Common mistakes include exaggeration or overhype, burying the lead by not putting critical information early on, using technical jargon and grammatical errors from insufficient proofreading.

Should a press release be sent for immediate release or under embargo?
If the news is ready to share straight away, it should be marked “for immediate release”. An embargo can instead give journalists early access while coordinating publication around a set schedule, which is useful for market-sensitive developments or synchronised product announcements.

How do you measure the impact of a press release?
Impact can be measured through media pickups, website traffic increases after publication, engagement metrics like social media shares and discussions and whether the release generates enquiries or conversions.

POSTED BY: Claire Auzanneau