How to Write a Press Release

The release should be written to reflect the actual news announcement in specifics, which are clearly stated. Avoid hyperbole like “the greatest application ever written,” and similar statements. Vague or projected content will not interest the receiving media targets (editors, assistant editors, etc.). Use good grammar, and strong action words like “will” versus “may” and “does” versus “might.”

Getting Started

The first line of a press release should be all capital letters, and will sometimes be “PRESS RELEASE” but more commonly should be “FOR IMMEDIATE RELEASE.” We recommend the latter. (Neither version is included in word count limits for the majority of wire services like Send2Press®, PR Newswire®, etc.). Commonly, “PRESS RELEASE” is used for news announcements which are not being distributed on a specific day, such as those which might be included in a media kit.

There are two accepted locations for the placement of contact information: either at the top of the release, or at the bottom. If you choose to place the information at top, it should be below “FOR IMMEDIATE RELEASE” and before the body of the release. If you choose to place the contact information at bottom, it should be after the body of the release. The contact information should be the name of the contact person by name, PR firm (if any) or company where contact person works; then phone number, and e-mail address. Each item should be on a separate line by itself.

Although it has become common practice to put contact information at top, a brief survey of 100 journalists conducted by Mindset/Neotrope in 1999 discovered that working writers preferred to see the “meat” of the release (the headline announcement) first, with contact info at bottom, when receiving news by e-mail. Most wire services such as Send2Press Newswire put the contact information at the bottom. An exception would be a formatted release printed in a media kit, and sent by mail; or a faxed release, where it is preferable to have the contact information at the top.