News and Insights

How To Write A Great Press Release

February 19, 2025

What is a press release?  

A press release is an official statement from a company, organisation, or individual that informs the media about an important development. It serves as a key tool in public relations, allowing businesses and organisations to communicate announcements such as product launches, strategic partnerships, or industry breakthroughs in a structured manner. 

When composed effectively, a press release enhances brand credibility, increases media exposure, and strengthens an organisation’s digital marketing efforts. However, not every announcement warrants a press release. The content must be newsworthy and relevant to the target audience to achieve maximum impact. 

Determining newsworthiness  

Before investing time in creating a press release, it is crucial to decide whether the story will capture journalists’ and readers’ interest.  

Announcements that highlight innovation, corporate milestones, industry trends, or major company developments are more likely to attract media attention. Emphasising significance early ensures the press release stands out in a crowded media landscape. 

Writing an effective press release 

Developing a compelling press release requires clarity, organisation, and a coherent narrative. Each element should contribute to a seamless reading experience that allows journalists to quickly extract the most important information, therefore: 

1. Start with an attention-grabbing headline – your press release needs to command attention
2. Craft an engaging introduction – this will keep the reader’s attention
3. Provide supporting information and context – to cover what you need to say
4. Include quotes – to add insight.

Maintain a logical structure 

A clear format improves readability and ensures that essential messages remain prominent. A standard press release format includes: 

• Headline: concise and informative 

• Dateline: location and date of the release 

• Lead paragraph: a brief summary of the announcement 

• Body: context, supporting details, and relevant quotes 

• Boilerplate: a short description of the organisation 

• Contact information: details for media enquiries. 

Press release format and template 

Following a structured layout enhances readability and increases the likelihood of media coverage. Templates can also streamline the writing process while preserving consistency across multiple communications. 

Common mistakes to avoid  

Even the most promising press releases can fall short if certain pitfalls remain unaddressed: 

• Exaggeration or overhype – journalists tend to spot marketing fluff immediately, reducing credibility 

• Burying the lead – critical information should appear early on 

• Technical jargon – language should remain clear and accessible 

• Grammatical errors – thorough proofreading is vital for maintaining professionalism. 

Timing: for immediate release or embargo? 

The timing of a press release significantly influences its effectiveness. If news is ready for immediate dissemination, indicate “For immediate release.” 

Alternatively, using an embargo can grant journalists early access while coordinating publication around a predetermined schedule. Embargoes are especially valuable for market-sensitive developments or synchronised product announcements, ensuring unified communications in product launches and maximising overall impact. 

Enhancing visibility with visual elements 

Incorporating high-quality images, infographics, or executive headshots bolsters both the appeal and persuasiveness of a press release. Visual storytelling captures attention more effectively, resulting in content that is more engaging and shareable. 

Press release distribution strategies  

Reaching a suitable audience remains essential for ensuring efficacy. The news should be relevant to your target audience and reach them through the appropriate channels; leveraging social media can encourage additional engagement and interactions. 

Measuring the impact of a press release 

Evaluating performance reveals insights for improvement in subsequent releases. Common metrics include: 

• Media pickups: counting how many outlets feature the announcement 

• Website traffic: monitoring increases in page visits after publication 

• Engagement metrics: assessing social media shares and discussions 

• Lead generation: determining whether the press release prompts enquiries or conversions. 

A well-crafted press release enhances brand credibility and maximises media coverage by delivering clear, concise, and relevant messaging. At FINN Partners, we specialise in creating impactful announcements that capture attention and achieve communication goals. Get in touch with us to explore how we can support your public relations needs.