In the fast-paced world of media and public relations, a well-crafted press release can be the difference between landing major coverage and getting ignored. Journalists receive countless pitches every day, so if yours doesn’t grab their attention immediately, it’s likely headed straight for the trash.
So what makes a perfect press release? Whether you’re announcing a product launch, a funding round, or a major partnership, there’s a formula for success. In this guide, we’ll break down the key elements of a winning press release and how to make yours stand out.
1. A Headline That Demands Attention
Your headline is the first—and sometimes only—thing a journalist will read, so it needs to be clear, compelling, and newsworthy. It should:
- Be concise (ideally under 10 words)
- Convey the news in a single glance
- Spark curiosity or highlight impact
❌ Weak headline: “Company XYZ Announces New Product”
✅ Strong headline: “Company XYZ Unveils AI Tool That Reduces Call Center Wait Times by 50%”
The second example tells the reader exactly what’s new and why it matters. If you’re not sure whether your headline is strong enough, ask yourself: Would I click on this if I saw it in a news feed?
2. A Strong, Newsworthy Lead
Once you’ve hooked the reader with the headline, the first paragraph (often called the lead) needs to deliver the most critical information upfront. Journalists follow the inverted pyramid style, meaning the most important details come first.
Your first paragraph should answer the 5 Ws:
- Who is involved?
- What is happening?
- When did/will it happen?
- Where is it relevant?
- Why should people care?
📌 Example of a strong lead:
“Company XYZ today announced the launch of its AI-powered call center software, reducing wait times by 50% for over 10 million customers nationwide. The technology, set to roll out in March, marks a breakthrough in customer service automation and is backed by $20 million in new funding.”
This paragraph immediately sets the scene, providing enough information while enticing the reader to keep going.
3. Compelling Quotes That Add Value
A good press release includes a quote from a key stakeholder—typically an executive, founder, or expert. But here’s where many companies get it wrong:
Bad quotes sound robotic or self-promotional.
- ❌ “We are thrilled to announce this new product, and we believe it will revolutionize the industry.”
- ❌ “Company XYZ continues to be a leader in innovation.”
Good quotes add insight, context, or emotion.
- ✅ “Customers have told us time and again that long wait times are their biggest frustration. With AI handling routine inquiries, we’re freeing up human agents to solve complex issues faster.”
- ✅ “This funding allows us to scale the technology globally, bringing better customer service to millions while helping businesses cut costs.”
Think of a quote as something that adds depth to the announcement—if a journalist can remove it without losing any meaning, it’s not strong enough.
4. The Body: Context, Details, and Data
After the lead and quote, the body of your press release provides supporting information. This is where you:
✅ Explain why this news is relevant now
✅ Share data, research, or trends that support your announcement
✅ Highlight key milestones, partnerships, or background info
Example:
“The call center industry has long struggled with wait times, with studies showing that 60% of customers abandon calls after five minutes. Company XYZ’s technology integrates with existing systems, using AI to handle repetitive inquiries like billing questions, freeing human agents for complex issues.”
This section should be concise and skimmable—avoid lengthy paragraphs and keep the focus on what matters to the journalist and their audience.
5. A Strong Closing & Call to Action
Your press release should wrap up with clear next steps. Think about what you want the reader to do next:
- Schedule an interview?
- Visit your website?
- Download a report?
End with a brief boilerplate—a standard paragraph about your company that can be reused in future releases.
📌 Example Boilerplate:
“About Company XYZ: Founded in 2015, Company XYZ is a leader in AI-driven customer service technology, working with Fortune 500 companies to improve efficiency and customer satisfaction. For more information, visit www.companyxyz.com.”
Finally, include media contact details so journalists can reach out easily.
6. Formatting & Style Tips
Even the best press release will flop if it’s hard to read. Stick to these best practices:
✅ Use a professional, readable font (e.g., Arial, Times New Roman)
✅ Keep it under 500 words when possible—journalists don’t have time for fluff
✅ Break up text with bullet points or short paragraphs
✅ Use hyperlinks sparingly (one or two max)
✅ Write in the third person (no “I” or “we” outside of quotes)
7. Distributing Your Press Release
Writing a killer press release is only half the battle—you also need to get it in front of the right people. Here’s how:
- Target the right journalists. Research reporters who cover your industry and personalize your outreach.
- Use a wire service (if appropriate). Platforms like PR Newswire can help with broad distribution, but direct pitching is more effective for major coverage.
- Time it right. Mornings (before noon) and early in the week (Tuesday–Thursday) tend to get the best engagement.
- Follow up strategically. A short, polite follow-up email a few days later can boost your chances—but don’t spam journalists.
The perfect press release isn’t just well-written—it’s strategic, timely, and targeted. By focusing on news value, strong storytelling, and a clear format, you can increase your chances of landing top-tier media coverage.
Need help crafting or refining your press releases? Wild Blue PR specializes in media strategy and messaging that gets results. Get in touch to learn more!
