Writing Press Releases

Posted by in Copywriting Tips

Writing Press ReleasesWriting Press Releases could do a lot for your business. They can bring search engines to your site as well as potential customers.

When you make a press release available, you’re approving it for mass distribution and because it contains exciting news about your company as well as a link to your website it could prove very beneficial in spreading word about something. There is SEO value in press releases as well.

Before You Write A Press Release

1. Make sure your news is actually newsworthy. Good reasons for Writing  Press Releases include: a new appointment in your company, announcements, and new product releases.

2. Organise your press release as journalists do. You can find plenty of formats. See below for a typical format.

3. Answer the questions: Who? What? Where? When? Why?

4. Come up with a compelling headline.

Formatting Your Press Release

An immediate release date is typical for press releases, and if you put a future date, not all media outlets will honour this. This is typically written in title caps.

Your Contact Information.


Subheading in CAPS with a bit more detail than the headline.

Location, Date.

First paragraph.

Subsequent paragraphs. It’s common to include a quote from an authority on the subject such as the president or marketing manager of the company about the announcement.

About company (write company history in one small paragraph)

Contact info for further information.

### (these symbols are used at the end of the release. If you’ve used more than one page, you’ll want to restate your headline and contact info on the second page.

Tip: The Microsoft Office Live website offers free press release templates in several styles.

Press Release Writing Tips

When Writing Press Releases, be sure to put the most important information in the first paragraph as this will help you to capture the interest of someone who happens to read your press release and many suggest when you write a press release that all the most important information goes at the beginning.

Read some Press Releases to get an idea of a great style that you like. Sites like prweb.com are filled with press releases (this is also a popular submission service.) It’s a good idea to write in active (instead of passive) voice and write tight without too much hype.

When you submit it online you’ll probably want to write a summary paragraph as well so that anyone scanning for press releases to publish, can tell whether your story seems newsworthy with a quick glance.

Whats Next Once Completed

You’ll find a number of free submission services available that will take your press release for free, just as an article directory site would. There are also paid press release distribution services you can use that range in prices from under $10 to over $100.

The choice is yours but paying a fee could save you time and get your press release syndicated further than your own manual efforts.

About Sean Rasmussen

Sean Rasmussen is a full time Aussie internet marketer and blogger since 2005. When he's not blogging, he's playing with his kids.


  1. Hi Sean,

    I must learn the art and the principles of writing press release for advertising and marketing purposes as outlined in this article.

    I know that politicians use Press Releases very effectively during and lead-up to Federal and State Elections. Press Releases are popular by the Media, and they work!

    Thanks for this helpful article.

  2. Hi Sean,

    I’m a long way from needing to write press releases. I’m sure one day I’ll need to though and these tips will come in handy. Did you write a press release for the Learn and Earn Competition, Sean?
    .-= Jazz Salinger´s last blog ..Learn and Earn Competition – This is It =-.

  3. I am pretty sure that I could use this post to guide me through the press release process. But I find that the webinars are tops for me so far as instruction goes. There is nothing quite like seeing it done. What about a webinar to demo press releases, Sean?
    .-= Wal Heinrich´s last blog ..Cheapest Granny Flats In Australia =-.

  4. It’s good that I stumbled across this post Sean. I have been looking to write up a press release for a new venture that I am creating.

    I will have to stick to the free press releases for the time being unless I can find some paid services who will make it worthwhile. It’s all about the ROI at this stage.
    .-= Cemil´s last blog ..Scribe SEO Plugin – Making SEO Easy =-.

  5. Hi Sean

    What you have given us here is a very valuable blueprint for writing a successful press release.

    The points and recommendations are thorough and one would only have to follow exactly what you have said writing quality copy and the release would have all the requirements to be a well formed and professional document to promote products or services.

    I will be doing a press release when I am ready to launch my product/s therefore I am very grateful for your generosity.
    .-= Elly´s last blog .. =-.

  6. After reading this article my immediate thought was I wouldn’t likely live long enough to have to write a press release. But on second thought, press releases are an excellent tool to promote the open charity events and fund raisers that Grateful We’re Not Dead performs at. Not only will it promote the event but it gets the word out that the band entertains for free. (Just feed and water us. Oh, and remember, water is a metaphor.)

    Definitely a useful article even if I won’t be using it for normal Internet Marketing.
    .-= Don White´s last blog ..Psycho- =-.

  7. Hi Sean,
    Typical format, Who? What? Where? When? Why? I love it.

    I can’t wait to have the opportunity to write a compelling sales Press Release.
    Who are the submission services available?
    .-= Jill Brown´s last blog ..Couples Marry at Common Law =-.

  8. I have to admit I always thought writing press releases is something for big companies only. But you are right, why not also for smaller or online businesses?

    People want to know what is happening, and if you have a good product or idea you should talk about every opportunity you get. Or just create your own opportunities.
    .-= Renee´s last blog ..Self Improvement Books – What Are Your Favourites =-.

  9. I have actually heard quite a few stories about people who have written a press release and this has been seen by a big news station and their business takes off. It would definately be a skill to write a good press release which will get noticed.
    .-= Jackie Stenhouse´s last blog ..Anxiety Separation in Children =-.

  10. We want to create a press release for our company, we have been mentioned in Magazines before, but this has been a couple of years now. So we’ve been looking at new ways to refresh our image, our software development company has been around for a long time now, so we have a lot to write about. But the challenging part of it, is making it interesting to the target audience, what would you suggest?