When you type “How to write a press release” into Google, it spits out thousands of results. And no wonder. If you’re looking to get media coverage for your business, being able to write a winning press release is an essential skill. ^[1]

But what should a press release include? How to end a press release? And what about the press release format? Luckily, we have all the answers. 

There are specific guidelines for writing a press release—covering everything from news angles to press release structure. All of them you will find in our complete guide to writing press releases that get attention (and results!), along with expert comments.

Ready to start writing killer press releases?

Writing a press release – checklist

1. Choose the angle that matters for your target audience.
2. Start with a well-thought-out headline.
3. Pay attention to a lead paragraph.
4. Cover the essentials in a few body paragraphs.
5. Consider adding quotes.
6. Include contact details. 
7. End your press release with a boilerplate.
8. Decide how to format your press release.
9. Make sure to double-check everything.

Guidelines for writing a press release

Step 1: Target audience

Before you get to the actual press release writing—the most important thing to start with is choosing the angle that matters for your target audience.

Remember that the angle (a perspective that story will take, in other words) which will interest the readers of a specialist magazine will be very different from the local newspaper. In fact, you should write different versions of your release for the different audiences you are targeting.

Keep in mind that you’re not only targeting the potential readers, but also journalists. If you don’t do your research and target the wrong journalists, writing killer press releases won’t get you anywhere.

Step 2: Press release structure

In order to be able to write a winning press release, it’s also necessary to understand the press release structure.

By following a standard press release structure, you’re ensuring that a journalist knows how to find what they’re looking for in your release, and allowing them to quickly determine if they want to cover your announcement. It also shows them that you’re a seasoned PR pro who knows the ins and outs of a press release, and signals that you’re likely easy to work with.
– Cassie Scher, Nahigian Strategies^[2]

Here’s what a press release should include: