How long should a press release be?

Aim for 400‑600 words; this length provides enough detail for editors while remaining quick to scan.

Do I need to include a boiler‑plate?

Yes – finish with a short company boiler‑plate that summarises who you are, what you do and provides contact details.

Can I send a press release by social media?

You can share the link on platforms like LinkedIn, but the primary distribution should still be via email or a newswire to reach journalists directly.

What if I don’t have a quote?

If a quote isn’t available, focus on hard data and a clear narrative; a quote is helpful but not mandatory for pickup.

How to Write a Press Release That Gets Picked Up

Write a press release that journalists want by using a clear news hook, a punchy data‑rich headline, the classic inverted‑pyramid structure and timely visual assets.

Find a genuine news hook

Start by asking why the story matters now – a product launch, a partnership, a milestone or a market trend can provide the angle that editors look for.

Make sure the hook can be summarised in one sentence; if it isn’t news‑worthy, the release will be ignored.

Write a concise, data‑rich headline and subheadline

The headline should be under 12 words, include the most compelling figure or benefit, and avoid jargon; this grabs attention in crowded inboxes (Prnewswire).

A subheadline expands the headline with a brief supporting fact, giving editors a second chance to see the relevance.

Stick to the classic AP format

Open with a one‑sentence lead that answers who, what, when, where, why and how, then follow with the most important details in descending order – the inverted‑pyramid remains the preferred layout for journalists (Prnewswire).

Use short paragraphs, simple language and avoid promotional fluff; this makes the copy easy to edit and republish.

Back up the story with quotes, stats and context

Include a quote from a senior executive or an industry expert that adds perspective and humanises the news; keep it specific and relevant.

Support the claim with verifiable data – sales figures, market research or user numbers – and cite the source where possible, as data‑rich releases see higher pickup rates (Prnewswire).

Add visual assets and time the distribution

Attach high‑resolution images, logos or short video clips that journalists can use instantly; visual assets increase the likelihood of publication (Prnewswire).

Schedule the send for early in the workday and avoid major news cycles; timing the release when editors are most receptive improves coverage.

Follow up professionally

After sending, track opens and clicks, then send a brief, personalised email to key reporters offering additional information or interview opportunities.

Respect any ‘no‑pitch’ replies and keep a record of contacts for future releases.

How do I write a press release that gets picked up?