How to Write Press Releases With 21 Examples and 7 Templates

The most critical information should be in this first paragraph, including:

  • An angle or a hook. This is what will get your audience interested.
  • The 5 W’s (as many as are relevant). It’s an old school journalism best practice, but it’ll make sure your release is informative.
  • A reason for a reporter or editor to care. They get lots of pitches every day. Put them first, and only send something they will be interested in.

Here is an example from Doctors Without Borders[14]:

This lede includes each of the following:

  • A clear explanation of the 5 Ws. The who (Doctors Without Borders), what (an awareness campaign), when (International Chagas Disease Day), where (Latin America), and why (severe public health issue) are laid out in a logical progression.
  • A hook. Typically, when one hears the phrase “big heart,” we think of something positive. However, this campaign uses this turn of phrase to explain the dangers of Chagas disease (heart issues).
  • A reason to care. It’s a major health concern, affecting more than 6 million people globally. That certainly sounds relevant.

This is a perfect example to emulate when writing ledes for your own releases.

4. Write 2 – 5 Strong Body Paragraphs With Supporting Details

The next several paragraphs should tell the complete story (in a concise way). The most important supporting details should be included. Each paragraph should be concise, ideally keeping your release under a page.

5. Include Quotes

Your best bet is to write the quotes yourself then send them to the subject you’re quoting for approval.

Quotes don’t have to be complicated. In fact, there are three things you can do to ensure that you have the perfect quote in your press release:

  1. What purpose does this quote serve? Is it helping tell the story of your press release?
  2. Sound like the person you’re writing the quote for. Don’t use big elegant words if the person you’re writing your quote for doesn’t.
  3. Always attribute your quotes. Tell them who is saying what and why.

How to Use the Perfect Quotes

Think about the style and language that your subject would use and once you have two or three potential quotes written, send it to them for feedback.

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