10 rules for writing a good press release

A good press release tells a journalist what the news is in the headline and the first sentence. It answers who, what, when, where and why, follows the inverted pyramid, includes one or two useful quotes, and fits on about one page. Everything else in this guide supports those basics.

Press releases still matter for B2B companies. They give journalists, analysts and partners an official, quotable version of your news, such as a product launch, a funding round, a new partnership or an event. Read more about the advantages of a press release.

What is the standard press release structure?

Most guides, including university communication courses, agree on this order:

1. Header: your organisation's name, the release date and a media contact (name, email, phone).
2. Release timing: "For immediate release", or "Embargoed until" plus a date and time. See our guide to the embargoed press release.
3. Headline: a short line that states the news. A subheadline is optional.
4. Dateline: the city and date, followed by a dash, at the start of the first paragraph.
5. Lead: one or two sentences with the core facts.
6. Body: supporting details in order of importance, with quotes.
7. Boilerplate: a short "About" paragraph on the organisation.
8. End mark: ### or -30-, centred below the last paragraph.

Rule 1: Keep it short

Aim for one page. Writing guides from the University of Nebraska-Lincoln and Ohio State University put the limit at one to two pages, and shorter is better. Use short paragraphs of three or four sentences, active voice and plain words. If a detail doesn't help a reporter write the story, cut it.

Rule 2: Write a headline that states the news

The headline is never optional, and it is not a teaser. It should tell the reader what happened in a few words, for example "Acme launches free CRM for agencies of under ten people". Name the company and the news. Leave out hype words like "revolutionary"; they add nothing a reporter can use. Use the optional subheadline for one extra fact, such as availability or price, without repeating the headline.

Rule 3: Put the important facts in the first paragraph

The lead should answer the five Ws in one or two sentences:

• Who is announcing it
• What the news is
• When it happens or happened
• Where it applies
• Why it matters

A reader who stops after the lead should still know the story. This is the inverted pyramid style of writing: the most important information first, then supporting details in descending order. Our article with examples of the inverted pyramid shows how it looks in practice.

Rule 4: Add images that a publication can use

Include or link to images that fit the story: a product screenshot, a photo of the event, or headshots of the people quoted. Offer them in good resolution, with a caption and photo credit, and make sure you have the rights to share them. Add your logo in a press kit rather than placing it in the body.

Rule 5: Back claims with facts and figures

A release that says "the fastest-growing platform" without proof gets ignored. Give concrete, checkable facts: the number of customers, the funding amount, the launch date, the price. If you cite a statistic, name its source. Only use numbers you can defend if a journalist asks.

Rule 6: Use quotes that add something

Quotes give the story a human voice. Use them for opinion, vision or reaction, not to repeat facts already in the body. Guides recommend paraphrasing facts and keeping quotes for what only a person can say. One quote from your company and one from a third party, such as a customer or partner, is a strong combination. Make sure everyone quoted has approved their words.

Rule 7: Send it to the right journalists and outlets

A good release sent to the wrong people is wasted. Before you write, decide who covers this kind of news: trade media in your industry, local business press, analysts, or partners' newsletters. Shape the angle to that audience. A SaaS funding round interests startup and tech reporters. A new integration interests the trade press of the platform you integrate with. A short personal note on top of the release, explaining why it fits that reporter's beat, works better than a mass email.

Rule 8: Expand the story in the body

After the lead, each paragraph should add detail in order of importance: how it works, who it is for, availability and pricing, background, and a second quote. Think about the questions a reporter will ask and answer them. Put the "how" and the history last, because they are usually the least important parts.

Rule 9: End with a boilerplate and contact details

The boilerplate is a short paragraph about your organisation, usually two or three factual sentences on what you do, who you serve and where you are based. Keep it the same across releases and update it when facts change. Below the end mark, add media contact details and a link to your newsroom or press kit if they aren't already in the header.

Rule 10: Check every name, number and sentence

Errors cost credibility. Check the spelling of every name, company and place. Check every figure against its source. Read the release out loud to catch clumsy sentences. University press guides recommend following AP style, which many US newsrooms use. Have someone who did not write the release proofread it.

Do press releases still help SEO?

Not through links. Google's spam policies list links with optimised anchor text in press releases distributed on other sites as link spam. If you pay to distribute a release, qualify its links with rel="nofollow" or rel="sponsored". The real value of a release is coverage: a journalist who writes about your news may link to you on their own terms. For links that count, see our guide to building backlinks.

What should you do after sending a press release?

Publish the release on your own site, share it with your sales team and customers, and track which outlets picked it up. Note which angles and contacts worked so the next release goes to a better list. If you are announcing an event, our guide on how to write a press release for an event covers the specifics.