How to Write Press Releases With 21 Examples and 7 Templates

The Inverted Pyramid

4. Include Useful Quotes

One of the most critical parts of your press release is including a quote that writers will be able to pull and use in their own story. Remember, reporters, and writers, are already super busy. The more work that you create for them, the less chance they will have of covering your story. Here’s a basic example from Bobcat Company[10]:

The quote at the end is clear, and can easily be copied and pasted into a reporter’s news coverage.

5. Eliminate Fluff

Press releases should always be short and to the point. Reporters and editors are busy people.

6. Follow AP Style

Journalists follow AP style, and you should, too. This will make your information easier for them to use. Visit APStyleBook.com[11] to buy a physical copy or digital subscription, and make sure your writing conforms to this common standard.

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Writing a Press Release in 7 Simple Steps

Now you’re ready to buckle down and write your release. Follow this process to get the job done.

1. Find Your Angle

Every good news story has an angle. An angle is the perspective your story will take. Some common angles are:

  • Local impact. How is your story impacting the local community?
  • Conflict. Is your press release giving another side to a conflict?
  • Progress. Is your press release highlighting progress made towards a certain problem?
  • Drama. Does your press release evoking an emotional response for readers?

When constructing your angle, remember the 5 W’s:

  1. Who is this story about?
  2. What is happening?
  3. Where is it going on?
  4. When will it occur?
  5. Why is it important?

Try following this template:

[WHO: COMPANY] today announced it will [WHAT] at [WHERE] on [WHEN]. The [EVENT/ANNOUNCEMENT] will provide [BENEFIT] for [AUDIENCE].

2. Write Your Headline

Your headline should grab the attention of your audience. That could include a reporter, editor, business partner, or a general audience.

For headline writing help, use CoSchedule’s Headline Analyzer[13].

3. Write Your Lede

The lead of your press release is the first paragraph that appears underneath your summary bullet points.

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