What it means
Press Release
What is a press release used for?
Press releases have changed as the internet and social media changed how news spreads, but they remain a core PR tool. Today they are used to:
- Announce news such as a product or service launch, an executive hire, a funding round or new research.
- Reach journalists and the public directly, without needing another channel.
- Create a permanent public record, because a published release can be found and read again later.
- Support discovery in search, since an online release can carry links and clear, relevant wording.
- Feed social sharing, as digital releases are easy to read on any device.
Before the internet, a release only mattered if an editor chose to run it. Today a release can also be published directly and reach readers without a journalist, though coverage from independent outlets still carries more weight.
What are the parts of a press release?
| Part | What it does | Guidance |
|---|---|---|
| Headline | Grabs attention and states the news | Clear and specific, in a larger bold type. Write it after the story. |
| Dateline | Gives the city and date | Start the first paragraph with it. |
| Lead paragraph | Answers who, what, when, where and why | Put all five up front, because this paragraph is what is most likely to be used. |
| Body | Adds detail, context and a quote | Keep it factual. Back up each claim. |
| Boilerplate | A short description of the company | Two to four sentences, kept current. |
| Contact details | Lets a reporter reach you | Full name, phone number and email. |
How do you write a press release?
- Define the goal. Decide whether you want awareness, sign-ups, coverage of a launch or something else.
- Confirm there is news. Something should be new: a product, a result, an event or a recognition.
- Collect the five W's. Who, what, when, where and why.
- Write the lead first. Put the five W's in the opening paragraph in plain language.
- Add a quote and proof. Use a human quote and supporting facts, each with a source.
- Write the headline last. Make it specific and accurate.
- Add the boilerplate and contact details.
- Proofread and check every fact, then send it in the body of an email.
What makes a good press release?
- Useful. It informs and tells readers what to do or where to learn more.
- Plain language. No jargon. Terms such as "data management at scale" mean little to readers outside the field.
- Scannable. Short paragraphs, bullets and a pull quote help a busy reader.
- A little color. One strong quote, a number or a short sentence makes it memorable.
- Relevant visuals. Use images you have the rights to, and avoid generic stock photos.
- Easy to find online. Publish it on your site with a clear title and links to related pages.
What are 10 best practices for writing a press release?
- Make it newsworthy. Announce something new, such as a launch, research, an event or an award, and back up each claim.
- Keep it concise. One page is ideal and two is the limit.
- Include a human voice. A quote from a leader brings the key message to life.
- Put it in the email body. Reporters rarely open attachments.
- Be factual and clear. Skip fluffy language.
- Do not sell. A release informs. Promotion is a byproduct, not the purpose.
- Choose stories wisely. Weak announcements damage your credibility with journalists.
- Write for people first, search second. Use natural wording and relevant links. Do not stuff keywords.
- List contact details. Make it easy for a reporter to reach a named person.
- Proofread. Errors cost trust. Have someone else read it before you send it.
Press release or media pitch?
| Press release | Media pitch | |
|---|---|---|
| Audience | Everyone on the media list | One named journalist |
| Style | Formal, journalistic | Short and personal |
| Best for | Official announcements and the record | Winning interest in a specific story |
Journalists are selective. In Muck Rack's State of Journalism 2025 survey, 86% said irrelevance is why they delete pitches, and 71% said an overly promotional tone is. The same lessons apply to a release: be relevant and keep it factual.
What comes after the press release?
A release is one part of a campaign, and the history of public relations shows how much it has changed. Clients today expect results they can measure. Agree on key performance indicators at the start, and connect them to business goals.
- Experiences. Invite industry influencers, bloggers and editors to try the product or service at an event.
- Digital follow-through. Turn the event into social posts and content so the audience online can take part.
- Relationships. Build real relationships with writers beyond the release. See media relations for how.
Frequently asked questions
What is a press release?
A short, factual news announcement from an organization to journalists and the public. It gives the who, what, when, where and why of a newsworthy event.
How long should a press release be?
One page is ideal and two pages is the limit. Journalists read the opening paragraph first, so put the most important facts there.
What is the difference between a press release and a media pitch?
A press release is a formal announcement sent to a whole list. A media pitch is a short, personal message to one journalist that proposes a story.
Do press releases still work?
Yes, for official announcements and the public record. Coverage depends on newsworthiness and relevance, so a weak or promotional release is likely to be ignored.
Should I send a press release as an attachment?
No. Put it in the body of the email so that it can be read immediately.
Can a press release help search and AI visibility?
A release published on your site, and any coverage it earns, creates pages that search and AI systems can find. The release alone does not guarantee visibility, so aim for coverage in trusted outlets.
Related terms and services
Media pitch, embargo, media list, news hook and key messages. See 5W's Corporate Communications and Digital PR practices.
Sources
By the 5W Editorial Team. Every 5W article is reviewed by a human editor before publication. Updated October 28, 2026.