Press releases work best when they feel clear, relevant, and easy for journalists to use. Too often, good announcements get ignored simply because the message isn’t structured well or the key point gets lost early.
That’s where a simple, well-thought-out approach makes the difference. When the opening sets context and expectations clearly, everything that follows becomes easier to read, understand, and publish.
This guide walks you through a practical way to write press releases that meet media standards, communicate your message with confidence, and improve the chances of real coverage, without overcomplicating the process or relying on filler language.
1. Choose a Relevant Press Release Topic
Focus on one single business announcement per press release. News outlets prefer concise, focused content.
Examples of newsworthy topics:
- Product or service launches and updates
- Website launches or updates
- Company accomplishments or milestones
- Brand announcements or changes
- Events, location, or branch updates
- Financial or HR announcements
SEO & Media Tip: Choose timely, relevant, and specific topics that align with your audience’s interests. Avoid combining multiple announcements in one press release.
2. Craft the Perfect Press Release Headline and Summary
Headline Guidelines:
- Keep it 8-20 words and clearly state the business announcement.
- Avoid numbers, questions, discounts, exclamation marks, or hyperlinks.
- Bold your headline.
- Optimize press release headlines for SEO
Summary (Subtopic):
- Place directly below the headline
- Length: up to 45 words (~500 characters)
- Provide additional context, clearly and concisely
- Use italics, avoid promotional language or hyperlinks
SEO Tip: Include your primary keyword in the headline and summary to improve search visibility.
3. Structure Press Release Content and Structure
Key Guidelines:
Relevancy: Focus strictly on the single announcement. Avoid off-topic information.
Structure: Use the 5 Ws (Who, What, When, Where, Why) in the first paragraph.
Tone: Neutral, factual, third-person; avoid hype and promotional terms
Clarity: Use short paragraphs for easy reading, plain language, no jargon
Quotes:
- Include one authoritative quote in a press release from a key figure with full name.
- Avoid testimonials or informal language.
Add Authority & Credibility:
Links:
- Blue, underlined links, max 5 per article.
- Only place links in the main content (avoid headline, summary, or images).
Length:
- 350-1000 words depending on publication requirements.
- Naturally include the brand name and relevant keywords.
- Include one quotes in a press release from a key spokesperson with full name
4. Images, Media, and Embeds
Images:
- Include at least one high-quality image, min width 800px.
- Place images below the summary on their own line.
- Avoid inappropriate content or third-party logos.
- Adding multimedia in a press release increase values and authority.
Videos:
Embed relevant YouTube videos where possible using:
Maps:
Include Google Maps embed if relevant (Limited, Authority, Ultimate Packages)
SEO Tip: Use descriptive file names and alt text for images to improve discoverability.
5. Public Contact Details
Ensure news sites can contact your business:
Required for Media Inquiries:
- Business Name
- Contact Name (full name for premium outlets)
- Contact Email (personal email recommended)
- Website URL
- Country
Optional:
- Phone Number
- Address
Tip: Clear contact details increase trust and credibility for journalists.
6. Proofreading and Compliance
- Check grammar, spelling, and punctuation
- Verify all links are functional and accurate
- Ensure claims are true, legally compliant, and verifiable
- Include proof links for endorsements, partnerships, acquisitions, or financial claims
SEO Note: Well-edited content improves user trust, engagement, and ranking signals.
7. Best Practices to Follow for PR Writing
- Keep language factual and concise
- Use primary and secondary keywords naturally
- Aim for ~500 words for clarity
- Adjust content according to your publishing package or media outlet
- Avoid hype, overused phrases, and filler words
After following these guidelines, distribute your press release via media networks or PR platforms to maximize coverage and audience reach.
Speed Up Your PR Writing with a Free Template
To make applying these guidelines even easier, we offer a ready-to-use PR writing template. It’s designed to help you structure your press releases quickly and professionally for any industry.
What’s included:
- Pre-formatted sections for headlines, summaries, and body content
- Placeholder areas for quotes, images, videos, and contact details
- Industry-specific templates for:
- SaaS: Product launches, updates, partnerships
- Real Estate: Property launches, open houses, development milestones
- Fintech: Funding rounds, product updates, regulatory achievements
- Startups: Milestones, awards, team growth, launches
- eCommerce: Product line launches, sales events, brand expansions
Using this template ensures your press releases follow best practices, stay concise, and are media-ready, no matter your industry.
Frequently Asked Questions
What is PR writing?
PR writing is the process of creating clear, persuasive content to communicate a brand’s message to the public, media, and stakeholders. It includes press releases, announcements, and articles designed to inform, engage, and build credibility.
Why is PR writing important for businesses?
Effective PR writing builds brand awareness, strengthens credibility, and increases media coverage, ensuring your announcements reach the right audience professionally.
How does PR writing differ from marketing writing?
PR writing focuses on informing and engaging audiences with factual content, while marketing writing is more promotional and persuasive, aiming to drive sales or conversions.
Who should write press releases?
PR specialists, communication teams, or agency professionals usually write press releases. However, anyone responsible for media outreach or brand messaging can follow PR writing guidelines to create effective content.
Can PR writing improve SEO?
Yes. Keyword-optimized, well-structured press releases improve search visibility, attract backlinks, and boost your brand’s topical authority online.
