How to Write a Press Release that Becomes News: Tips and Best Practices

So, you want to get your school or nonprofit in the news?

Your ticket to top media coverage, including primetime TV news and “frontpage above-the-fold” newspaper coverage, begins with a press release, which interchangeably can be called a news release or media release. 

An effective press release can be an invaluable tool for promoting your brand, products, and services. So whether this is your first press release or you are seeking to improve the impact of your press releases, the following information will help you substantially. 

What is a press release?

A press release is an important form of communication that public relations specialists send journalists about news, events, and important activities. It provides key facts and highlights the essential details of an organization’s story. 

The goal of writing a press release is to engage your target audience through media coverage. Press releases are traditionally sent to news reporters, TV assignment editors, radio program directors, and hyperlocal bloggers. To maximize reach, some organizations publish press releases on their websites and social media platforms, such as Facebook, for even more exposure.

Good press release writing takes time to learn. But by following the tips in this blog, you wil be well on your way to mastering the art. 

Tips on How to Write a Press Release

Our quest begins with helping you learn how to write a news release that nets media coverage. 

But first, let’s define this small but mighty document.       

A press release is a concise, professional communication to media outlets to convey newsworthy information through essential facts about a story or event in a concise, professional format. 

Done right, press releases help organizations maintain public control of their narrative while giving media outlets the information they need to potentially develop a fuller news story.           

Press releases need to have a clear, focused message, include timely information, and be written in an objective format.

Press releases should include these key components:

• The words “For Immediate Release” at the top
• Headline
• Dateline
• Summary statement  (the who, what, when, where, why, and how) 
• Body text 
• Contact information for media follow-up

The headline should be punchy with keywords related to the topic or product being promoted to grab attention. The summary paragraph should include a short explanation that provides context while keeping readers interested in finding out more. The body text should focus on providing background info while emphasizing why this news matters now—it should tell a story without overselling facts or adding too much opinionated language. Contact information at the end of your press release allows journalists to easily connect with you for more information if needed.

One more thing: be sure to include your email address. Press releases can be printed out and moved around, and in so doing, without an identifying email address, there’s a chance the story could be lost. 

“Good Press Release” Must-Haves, Best Practices, and Common Mistakes to Avoid

Regarding the media, rules and standards matter, so it is important to be aware of some common mistakes to avoid when aiming for that successful press release. 

First, keep your press release concise. We will touch upon the length topic below, but a “good press release” should be tight and direct.  The headline must be factual and direct to provide journalists and editors a quick understanding of what’s to follow. Contrary to what some believe, the headline (as well as the email subject line) should not be creative or cute. Your press release is but one among at least dozens, so journalists need a quick summation through the headline to determine if the topic is relevant, useful, and newsworthy. 

The lead, or the opening to the document’s body, is a different case. It needs to serve as a hook or a draw to stimulate interest, like the opening to a news story.  And in that lies the key secret that will get more of your press releases to result in news coverage:  

The more your press release sounds like a news story, the more likely it will become one. 

Place your contact details at the top.  Use the bottom of your press release for your organization’s boilerplate, a paragraph that provides specific information about your organization, its mission, and website. 

While each of these concepts are important, keep in mind the purpose of a press release is to sell a story that needs to result in media coverage.  

Keep to Press Release Length 

How long should a press release be?

The answer is simple: it should be as long as it needs to be, no more and no less.  As a rule of press release basics, aim for a page in length or a maximum of 400-500 words. 

Professionals unfamiliar with the media industry often make the mistake of writing overly long press releases. Journalists receive dozens of releases daily and prefer concise, information-rich content. Aim for a maximum of 400-500 words, focusing on the essential information that makes your story newsworthy. When possible, less is better as long as you don’t compromise on your key messages for the sake of brevity. 

Above all, always write your press release with clarity. The type of press release you draft will ultimately determine its length. But clarity must always rule over conciseness when it comes down to one or the other. Without clarity, you will never have a compelling press release. 

Keep to Proper Press Release Formatting

One of the most common errors people make is ignoring proper press release formatting. Journalists are busy, so to get noticed, you need to stick to standards. A professional press release begins with a compelling headline, a dateline, and an introduction paragraph containing the five Ws (who, what, when, where, and why), body content, company information, and contact details. Without these elements, journalists will likely discard your release. If the headline is ambiguous or confusing, chances are, busy editors working through a huge stack will not go any further.

No Matter the Type of Press Release, Be Sure it is Newsworthy 

A common mistake is failing to identify a genuine news angle. Press releases must contain actual news value—a new product launch, significant milestone, new hire, unique research findings, or notable event. Sending releases about routine business operations wastes journalists’ time and damages your credibility.

Also, be careful not to bury the lead—place the most newsworthy information deep in the release rather than highlighting it at the top. Remember that journalists may only scan the first paragraph before deciding whether to continue reading.

Not assigning attributions is just as important as burying the lead.  Be sure to include a quote in each press release. If you do not have one 

Also, avoid using industry jargon, technical terminology, or marketing hype. Press releases should be written in clear, accessible language that journalists can quickly understand and translate for their audiences.

Use writing assistant software like Grammarly. Grammatical errors, typos, and poor writing quality instantly undermine your credibility. When possible, have at least one other person proofread your release before distribution.

Finally, many press releases lack adequate contact information or have outdated details. Always provide a responsive media contact who can answer follow-up questions promptly.
By avoiding these common mistakes, your press releases will stand a better chance of capturing journalists’ attention and generating the media coverage your organization seeks. 

Distributing your Press Release

To get press coverage, it is essential to create a targeted media list. Who that list should include depends on the type of release you are distributing.  For example, event announcements for the most part will be of interest to local press. On the other hand, if a school lands in a regional STEM competition, you might want to use a distribution service like PR Newswire or Business Wire or the Associated Press for wider distribution.  Although it costs money to execute this type of communication, using a distribution service will ensure your press release gets published online. Another bonus is those services offer sample press releases, assign someone to proofread your press release, and provide input on how to increase Search Engine Optimization (SEO).

When working locally to distribute an event press release, be sure to carefully research who covers your beat. Schools, for the most part, will want to contact education writers. But what if you work for a charter school and the local newspaper has a bias against charters? Depending on the severity of that bias, you may need to bypass that person. In that case you might want to contact the photo editor to ask for a photojournalist to visit. A well-crafted press release announcing an event can have more reach than a simple advisory that does nothing more than announce the event. Think of what the event represents. If it is centered on cancer awareness, you can contact a health reporter, especially if there is a guest from an association who would be willing to provide an interview. 

Just because an organization is usually covered by a beat reporter doesn’t mean no one else can touch it. Remember, what makes the press release stand or fall is its newsworthiness and the facts. Write a compelling story and it will get media attention. 

Writing press releases requires skill. It requires trial and error to reach that skill level. Learn from your wins and losses. Reading other people’s press releases can help you learn new ideas.  Look for a website in which a professional has created a press release template. Whether the release stands or falls depends on a few simple things we covered.