cover letter on press release

How to Write a Press Release Cover Letter to an Editor

by Cecelia Martinez

Published on 26 Sep 2017

The cover letter for a press release is a crucial tool when reaching out to an editor. A press release cover letter allows you to tailor your pitch to a particular publication and helps your press release stand out from the huge number of press releases an editor may receive in a single day. Whether you are sending your press release through email or snail mail, including an effective cover letter will go a long way in gaining effective placement for your press release.

Editor name and contact information

Press release

Address the editor by name, and make sure you send your press release cover letter to the editor of the appropriate publication section. For example, if your press release is about an upcoming fundraiser for a local charity, address your press release to the publication's community editor.

Give a brief description of the event or reason for the press release. Be sure to include information that would be a draw, but don't repeat your press release word for word in the cover letter.

Explain why the particular publication should cover your news event. Show that you have done your research about the publication you are writing to, and why this event would be of interest to their readers.

Offer an interesting angle for the publication regarding your press release. An editor wants to offer his readers unique content, and the easier you make his job the more likely he is to cover your press release. You may offer to set up interviews with important sources, provide access to exclusive events or think of creative ways to cover the event.

Include your contact information and encourage the editor to follow up with you. About a week after you send out the press release and cover letter, contact the editor via email or telephone him to make sure he received your letter.

While sending out press releases is a numbers game, a few well-researched and well-written cover letters can be more effective than sending out 50 generic press releases.

Double-check all spelling, grammar, and contact information. Nothing is worse than working all day to send out press releases only to realize after the fact that your phone number is wrong.

Don't include any false information in your press release or cover letter in order to get coverage for your event. A good editor will do her research, and a damaged reputation can ruin your public relations career.

Marketing & Publicity · Article

Increasing book discoverability to increase sales, eight reasons to send a cover letter with your press release.

I got back to the peace and quiet of my own office. Took off my tie. Took off my suit, and my good shirt, too, and jumped into a pair of shorts and a T-shirt. Slipped on my fake Birkenstock sandals. Opened one of the five windows I sit in the middle of, smiling at some of the dozen or so plants that are personal friends of mine and allow me to share their space. Not a day goes by that I am not thankful for what I have and where I am. Fifteen voicemails, and they could all wait. One part-time employee, and she was gone for the day. It was quiet. I had just returned from a tough meeting with a consulting client, the owner of a top Philadelphia PR firm, who had told me in no uncertain terms it wasn’t necessary to send a letter with a press release. And they send thousands of press releases–each week! "Why include a letter that says ‘Enclosed is a press release’?" he roared at me. "They can see that! Magazine and newspaper editors are busy." Still too wound up from the meeting to take a quick nap, I wandered in self-doubt, asking myself whether, all these years, I’d been sending press releases the wrong way–by including a cover letter. It was a short walk. Let me tell you why you absolutely must include a letter with every single press release you send. I don’t care what anyone else tells you. And you can believe this or not, it’s your choice. A press release is, of course, a one- or two-page document, written in a news-style format, that you send to editors of magazines or newspapers and which, if published, appears to have been written by the publication. About 70 percent of the stories in most newspapers, beyond the first few pages of hard news, are generated by press releases sent to an editor. The objective of sending a letter with your press release is not to say, "Here’s a press release." It’s to improve the chances that the press release will turn into a published story. An effective covering letter will:

1. Build credibility.

While your press release is fine in black and white on bond paper, your letterhead may be on better paper and may be printed in several colors. Including a letter makes it a more impressive package. Shows your company has substance and quality.

2. Show you’ve done your homework to determine that this particular publication should publish your release.

You did your due diligence. You took the time to research the market–and this publication. Then you took the time to write a personal message to the editor. Sure, you send hundreds of press releases–they’re printed in bulk–but you made time to contact this particular person, mano a mano. Your letter is personalized with the editor’s name, and you name the column that you see as appropriate for your press release, showing that you indeed read their publication. You get lots of additional points for this–and will make the editors give extra consideration to your release because it shows beyond a doubt how much research you’ve done, how hard you’ve worked, and how important it is to you for them to publish it in their magazine.

3. Give additional reasons their readers will be interested.

Use your letter to explain more about why the readers the editor serves will be interested in your product or service. "Your readers will welcome our new tchotchkes–they’re the only ones on the market that come in 27 colors! Also, we ship each order within 24 hours of receipt, and we offer an unconditional guarantee of complete satisfaction. Our refund rate is less than 1 in 10,000 orders." Nice. Does this build additional credibility for your firm . . . and encourage editors to publish this additional information as well as information found in your release? You bet!

4. Assure editors that your products are of the highest quality.

While you mentioned this in the press release, you can reiterate it here to reassure them. And a funny thing: when you mention this in a letter, they’ll believe you. Because this is a letter. It’s one to one. A personal message, just to that editor.

5. Offer free samples.

This is a lot cheaper than sending a sample to each editor to start with, and still a very effective way of letting them know how great your product is: "Check us out. We’d be pleased to ship you a free sample, so you can see for yourself the high quality we manufacture into every tchotchke we build."

6. Show that you’ll be a great firm to deal with.

By showing that you’ll be responsive to their readers’ needs, your letter encourages editors to believe that anyone seeing your release as a story in their magazine will be happy with your product, your service, and every communication they have with your firm. "Just give us a call–and our attentive customer service people will be glad to ship your free sample right out to your office or your home. Our customer service team will make your publication look great to your readers who request information from us."

7. Persuade them that you’ll make them look good.

This may be the best reason of all to send a covering letter: you can use it to assure editors that you’ll make them, their publishers, and their publications shine in readers’ eyes. "Any of your readers who inquire will receive our full literature package within just two days of their request. We’ll be happy to remind them that they saw it in [name of publication] and to say how proud we are to have been covered in one of the industry’s top periodicals."

8. Compel editors to read your letter. If they’re busy, they may not read your press release, but they’ll read a letter addressed to them personally.

By the way, if you ever feel driven to call an editor after you’ve sent a release, don’t say, "Did you get my release?" Instead, ask the editor if there is anything you can do to provide further help, or to improve the chances of having your story published. It’s a nicer premise for your call. Kindly notice I didn’t say that a cover letter should tell them a press release is enclosed–they can see that. I’ve often heard PR agencies, and editors too, argue both sides of "Should we send a letter with our press release?" I say, it can’t hurt, it can only help. With no downside risk, and at a cost of only an additional 2 cents, it’s cheap insurance. I’d be happy to match our press release publication percentage against anyone’s–even the top firm in Philadelphia. Hummm . . . think I’ll knock off early today.

©2003 Jeffrey Dobkin

Jeffrey Dobkin is a professional speaker and marketing consultant. He is the author of the 400-page manual How to Market a Product for Under $500 ($29.95 + $4) and of Uncommon Marketing Techniques ($17.95 + $3), which includes 35 of his latest columns on small-business marketing. For more info or to place an order, call 610/642-1000 or toll free 800-234-IDEA; fax 610/642-6832; write The Danielle Adams Publishing Company, Box 100, Merion Station, PA 19066; or visit www.dobkin.com.

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How to Email a Press Release

By Rudi Davis Published: 11 May, 2020 Last updated: April 20th, 2022 at 6:16 am

One of the questions we get asked the most in public relations is how to email a press release. This seems to stump a lot of people. But the good news is that it’s easier than you probably think.

I’m guessing you’re reading this as you’ve written one and are now eager to send out a press release email to journalists in order to win media coverage. Well, when it comes to submitting a press release, you’ve got two options.

But just before I get onto that, make sure you’ve applied all the tips of the trade with our press release toolkit. After all, writing a professional quality press release will massively increase your chances of winning earned media .

Turbocharge your media coverage with our Startup Press Release Toolkit.

Option 1 – send it to press release distribution services

In the biz, we refer to press release distribution platforms as “wire services”. These services allow you to submit your press release to them. Journalists can then browse the press releases that have been submitted, and either syndicated them on their publications or write them up into articles.

Some services also offer automatic syndication across a number of platforms, news sites, RSS feeds and Google News indexation.

Generally speaking, the better the service, the more you have to pay. While there are a number of free services, your exposure will be minimal with these platforms. Check our guide to press release submission services for more information. This includes a list of what we consider to be the best paid and free-to-use services.  

Option 2 – email your press release to journalists directly

Your other option is to email a press release to journalists directly. This is often the preferred option for startups or other small businesses and organizations on a tight budget.

Find the most relevant journalists to email your press release to

The first thing you need to do is identify which journalists you want to email your press release to. So make a list of the publications and blogs that report on your industry. Many publications will provide a generic “contact us” style email address. However, it’s usually best to spend a bit of time sleuthing to identify specific journalists and then find their email addresses. This way you can send it directly to the most relevant person, which should increase your chances of success.

Do a bit of searching on each site, to find articles related to what your press release is about. Once you find these articles, note down the name of each journalist. Sometimes the website will list the journalist’s email address in the byline within the article. If it’s not there, check the contact us section, as smaller publications often list out the email addresses of all of their journalists there.

If you still can’t find the email addresses of some of the journalists you’ve identified, don’t panic! Violanorbet.com should be able to fill in the blanks for you. Just enter the journalist’s name and website URL, and the tool will then provide you with the correct email format.

Press Release Email Example

Now you’re clutching your list of journalists’ email addresses, it’s time to send your press release to them.

The most effective way to do this is to write a brief “covering letter” press release email. You can then copy and paste the press release to the bottom of the email. This is preferable to adding it as an attachment or link, as people can be wary when it comes to opening files from an unknown email.

Below is an example of how to send a press release via email, along with an explanation of why we wrote it as we did.

– Is it for “immediate release”, where any journalist can immediately publish it?

– Is it an “exclusive” where you’re just offering it to one journalist at a time?

– Or it is it “ embargoed ”, which means journalists can’t publish it until a certain date and time?

Once you’ve stated your release intention, include the journalist’s name in the title to personalize it, then briefly summarize the press release.

2 – 3) The Angle: Start the body of your press release email with your angle. This is where you explain how the announcement you’re making fits into the wider picture within the industry. Providing an angle like this gives journalists a much stronger reason to publish your press release, versus just sending them a bland announcement.

4 – 5) The Detail: Briefly summarize the press release here, so a journalist can see if this is relevant to them at first glance. Keep this very high level. It’s the job of the actual press release to provide the meat on the bone.

6) The Signpost: Close your email by signposting the journalist to where the actual press release is. As discussed above, it’s best to copy and paste this at the bottom of the email.

You’ve got two choices with how to send a press release email – you can either send it out via press release submission services, or you can email it directly to journalists. If you’re on a tight budget we recommend the second option, as it doesn’t cost anything other than your time.

To learn everything you need to know about the whole process, read our guide to press releases . This includes real-world press release examples, a walk-through on how to layout the perfect press release, and journalist etiquette tips.

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How To Write A Press Release Email in 2023

• How To Write A Press Release Email
• Post-Email Etiquette
• 5 Mantras For Press Release Email Success
• How To Use Press Release Email Templates
• Press Release Email Templates

Your press release is finally done.

You spent hours trying to make it perfect.

And now it’s ready.

But your work isn’t finished!

You now have the tough task of sending press releases to journalists.

In this article, I’ll help you craft the perfect pitch email for your press release. I’ll also give you a few helpful email templates to give you a head start.

Before I start, I’m assuming you have your press release and your list of media contacts ready.

You can’t send a press release email without a press release and media contacts to send it to, right?

If you don’t have it, check out my “ How To Write A Press Release ” article and my “Journalist Outreach” article. They have everything you need to craft a great press release and find the right media contacts.

Once you’ve done that, you can start writing your email.

Here’s an example press release email from my PR coaching course:

Subject line- USS Enterprise or Starship Galactica: Which is the fastest spaceship?

If you are planning to travel from Earth to Alpha Centauri, it would be faster to take the Galactica rather than USS Enterprise. That’s what our infographic on ‘Fastest Fictional Travel’ reveals.

We have used a logarithmic scale to compare the time it would take a superhero or fictional starships to travel real distances. Since you write regularly on hi-tech innovations and sci-fi, I knew you would be intrigued by our findings. The press release with the infographic is copied below.

Please let me know if you have any queries and I’ll get back to you immediately.

Thanks, Henry Cavill 666-888-999 [email protected]

Note: This press release email example is taken from an actual infographic made by TravelMath.com

TravelMath operates in the travel vertical.

The company wanted to create content that was related to travel but appealed to a broader audience – so that they could target high authority media sites.

For this campaign , TravelMath along with Fractl created an infographic that compared relative speeds of superheroes and starships when undertaking interplanetary travel.

The goal was to appeal to pop culture and sci-fi fans while remaining relevant to the industry of travel. This campaign helped them secure coverage in big sites like Yahoo! News, Space.com, and Fast Company.

The press release email above is a fictional example email that Travelmath may have sent to journalists to pitch the infographic.

Now let’s break down each part of this press release email.

This will give you a better idea of why they’re important and how to tackle each part.

1. Subject Line

Your subject line is the most important part of your press release email.

I cannot overstate this.

A journalist will open your email based on your subject line.

Ace this and you have a shot at getting good media coverage. Mess it up and your email goes straight to their trash folder. It’s email marketing 101.

The problem with press release subject lines is that they’re hard to master.

Because most press releases don’t have very catchy headlines.

Using your press release headline as your email subject makes sense, but won’t get you very far.

Think about it –

No journalist is going to open an email with the headline – “ Press Release: Brand X Partners With Brand Y To Release New App To Help Customers Book Movie Tickets. ”

Here’s why this headline doesn’t work –

• All a journalist will see is Brand X and Brand Y and move on. They don’t care about either of those companies. It’s not relevant to them, their editors or their readers.
• It’s not concise. Loads of journalists access emails on their phones. They won’t bother opening an email just to read its headline.

When writing email subject lines, you want to get to the crux of your press release. You want to say something that entices the journalist. In this case, you want the app to take center stage.

Writing a line like – “ New App Promises To Make Movie Bookings Easier Than Ever ” is a smarter choice.

Here’s why –

• It’s more interesting. The journalist will want to know how it makes bookings easier
• It’s concise. You got the message across in twelve words!
• It’s more relevant to them, their editors and their readers (assuming you are reaching out to the journalist with the correct beat.) Besides, everyone loves movies! We’d all love an easier booking process.

Here are some good press release email subject lines:

• Press Release: World’s First Sustainable Food Event Showcases The Future Of Food
• PR: Why AI-Powered Finance Will Shake Up The Market
• USS Enterprise or Starship Galactica: Which is the fastest spaceship? (From our example email above. For any journalist covering sci-fi or tech industry, this is a catchy headline, sure to incite curiosity)

2. Greeting

Email greeting is an overlooked part of email marketing.

It’s usually just one word, right? Why would it be a big deal?

It is a big deal.

Because it sets the tone for the rest of your document.

Don’t use overly-familiar greetings if you’ve never interacted with the journalist before. A simple “Hi ( name )” is a good professional option.

The “(name)” part is important. Including a recipient’s name can improve open rates by 20% !

It shows the journalist that you’ve crafted this email for them . This isn’t a copy-paste job that you’ve mass-produced.

For example, in the email above, I used “Hi Dmitry”.

3. Introduction

Your introduction will either make a journalist –

• Regret giving you any attention and opening your email.
• Be more interested in who you are and what you’re offering.

The key to making sure they go for option two is by standing out in your industry. Journalists receive loads of pitches every day.

What makes your business stand out?

While you’d like to think your business or event is special, chances are there are loads of people in the industry trying to send the same thing.

So how do you get a journalist’s attention?

By making a connection with them.

Reference something they’ve published recently that got social media coverage. Compliment them about their work. Show them that you appreciate what they do. Tell them why your business chose them as an audience.

Or, like in our example email above – say something that makes the journalist sit up and take notice.

Here’s our introduction from the example email above:

Any journalist who covers sci-fi or hi-tech innovations is bound to be excited about reading this email.

Here’s another example of a good introduction:

I’ve been following your articles for a while and loved your recent piece on <<insert article headline>>. It was a well-researched piece.

The journalist will see this and –

• Feel appreciated; which bodes well for your pitch as they’re in a more receptive state of mind.
• Know that you’re genuine. You’re not someone forwarding hundreds of emails every day. You crafted this email personally.

Do this, and you’ll have no trouble getting their attention!

4. Email Body

If you’ve managed to retain a journalist’s attention this far, then congratulations!

Most pitches don’t make it to this stage.

Remember, your email is about your press release. You want to keep all other text to a minimum.

The goal of your body is to connect your press release with what you mentioned in your introduction.

Let’s say your press release is about a sustainable food event and you’ve found a journalist who writes about vegan food.

It’s up to your email body to make the connection and show your audience (the journalists in this case) why this food event is a relevant topic for them.

That’s it. All it takes is a concise sentence or two.

Here’s the body copy (from our example email above):

Keep your closing simple and professional.

Just remember to share your contact details as you would after a press release’s boilerplate copy. It’s a way for them to connect with you for additional details. Maybe they want a quote on something, maybe their editors need some clarification.

If you haven’t provided them with your contact details, they can’t get in touch and may not proceed with your press release!

Here’s the closing from our example email above-

You could also say:

Hope this information is relevant. If you have any more queries, shoot me a mail and I’ll get back to you immediately.

Add your contact details in the end.

6. Paste Your Press Release

Once you’re done with your email text, you can paste your press release document.

Here’s another press release email example when you incorporate all the steps we just discussed above:

Email Subject – Got a good story for your article about Entrepreneurship

Hey Dmitry, Saw that you’re writing content about entrepreneurship from your social media posts. I’ve got a good one for you. I actually slept in my car while I ran around trying to launch my content service to small business owners. My gamble (and slightly less frequent showers!) paid off. I secured a $100K lifeline, giving my company enough runway to launch. Hope you can use these few solid insights about how to decide if a big sacrifice like this is worth it. I’ve added the content it in its entirety below.

Let me know if you need any more information.

Thanks, XYZ [email protected] +1-000-000-0000 Founder @ xyzentrepreneurship.com Twitter – @xyzentreprenurship <pasted press release>

You’ve sent your press release email. Now all you have to do is wait for a response.

Remember, most journalists and media outlets are incredibly busy. Think of them as social media influencers – they receive tons of messages every day. You’re going to have to wait a while before they respond!

In case they haven’t responded after three days, send them a short follow up.

Remember – journalists and influencers don’t have to read your email. Just reference the earlier email and ask them if you can provide anything else.

If you still get no response, then that’s probably it.

The journalist has passed on your press release and it isn’t working out.

Here’s another recommendation.

Avoid sending more than one follow-up. It’s not professional and will annoy all the journalists and influencers you’ve pitched to.

1. No Attachments

There’s a reason I told you to paste your press release in the email instead of attaching it as a Dropbox link. Journalists don’t want to open an additional resource to get the information they want.

Your job is to make things as easy as possible for them. Think of it like the customer service industry – you want to eliminate any unnecessary steps.

Also, downloading a document can be risky. Especially if it’s from someone you don’t know. No journalist is going to risk downloading a virus to get a news story.

2. Avoid Mass Emails

Companies who want to share emails to everyone in their media list at once, use press release distribution services.

But this shows journalists that you’re mass emailing them and don’t really care where you get a mention. You’re just hoping someone in your media list runs with your story.

Why would a journalist care about your story if you’ve sent it to tons of other people in your media list?

It’s no longer exclusive information!

This is a surefire way to get yourself added to spam lists.

Instead, spend time in personalizing your emails as I explained earlier. By referencing their work, you prove to them that you are actually interested in him or her. You are no longer a mass emailer.

It’s the first thing they teach you about email marketing!

Even the crispest press release will look huge in an email.

Keep all other text to a minimum. Your press release is the star of the show – keep it that way.

Don’t ramble in your introduction or your body. Get straight to the point.

Let the journalist know:

• Why you’re emailing them
• How this benefits them
• How they can contact you if they need more information

That’s all you need to answer.

Everything else is fluff that needs to be cut.

4. Spellcheck

No journalist will take an email ridden with spelling errors seriously.

It’s callous and shows them that you don’t really care about your press release.

Do what bloggers do and go over your press release email thrice. Read it and re-read it until you know it word-for-word!

Remember, all it takes is a couple of spelling errors to lose a journalist. A five-minute spell-check before you share a pitch could do wonders for your success rate.

5. Keep The Relationship Going

Most people believe that their job is done once their press release is accepted.

They’re wrong.

You now have an opportunity to build a long-term relationship with this journalist. I’ll use the customer service analogy again. You need to bend over backward to try and help them now. Be it a quote, clarifications, additions – make it as easy on the customer as possible!

By doing this, the journalist is going to view you as a helpful source. You’re going to be someone they like to work with.

So the next time they need some insights or a quote, guess who they’ll reach out to?

The person who helped them with whatever they needed!

You’ve now got an outlet for regular press coverage – you’re living every PR agent’s dream!

The key to any successful press release email is personalization. If you send out generic emails that look like a copy-paste job, no publication will take you on.

But, you can’t afford to create a new press email from scratch for each publication either. It’s going to take far too much time and effort to gain simple media coverage.

So how do you balance the two?

By creatively using press release email templates.

You want the template to serve as a rough base that can be peppered with personalized touches.

Add the journalist’s name, reference their earlier work and it would seem as if you crafted this email solely for them.

Getting media coverage by emailing a press release isn’t an easy task.

But that doesn’t mean it can’t be done.

With the right template and personalization, you can send tons of great press release emails that are bound to get you mentions on top media outlets.

Here are some email templates for press release examples that you can use as a guideline to get press mentions.

Email Subject – Press Release: <name of press release>

Hi <name of journalist>,

Been following your articles on < news outlets > for a while and loved your recent piece on <subject> in <media outlet name>. I thought you might find this piece on <related subject> interesting.

Do let me know if this is of any help. If you need any more information please drop a line and I’ll get back immediately.

Many thanks, <your name> <your contact details>

<paste press release>

Email Subject – Press Release: How our product plans to replace food

Hey <name of journalist>,

I’ve been following your articles on < news outlets > for a while – very cutting cultural analyses. Loved your recent one in < publication name > about eating insects as a substitute for meat protein – think all it needs is an image makeover to overcome the ick factor.

Wanted to introduce you to another food substitute we are launching – in the form of a nutritional drink. Thought you might find this content interesting.

Do let me know if you want any more information and I’ll be happy to help!

<your name> <your contact details>

Email Subject – <name of press release>

I recently caught your news show on < media outlet > and was intrigued by your opinions on <topic>. Since this is a subject that you’re currently working with, I thought that this press release on <topic> might be to your interest.

Let me know if you need any clarifications or additional updates and I’d be happy to help.

Thanks, <your name> <your contact details>

Email Subject – New <innovation/product/service> in <topic>

I’ve been a big fan of your articles on < news outlets >. What really strikes me is your detailed research on every aspect of <topic>. As <topic> is something that interests you, though you might want to know that my company recently developed a new <innovation/product/service> in this area. The official launch of our <innovation/product/service> is scheduled for next week.

Let me know if you’d like any more content on this.

Dmitry is the founder of JustReachOut.io which helps 5000+ businesses pitch journalists and get published in press without any PR firms. See more here .

Never realized how important an email greeting was! Definitely going to name-drop whenever I can from now on.

I’ve always known that your introduction could make or break your emails, but I never found a resource that helped me ace it. Until now. Thanks for this – referencing a journalist’s earlier work is something I can do with virtually every email I send!

Hey Alex, I have been doing this for a while and It really works.

I know my press release is supposed to do the work – and you advise that I keep the rest of my text to a minimum. But what if I have to explain certain things and preface a press release with a few extra lines? How much is too much in that scenario?

I’ve read so many different takes on press release emails – especially about the press release itself. But the points you made make sense – it’s far smarter just pasting my press release than adding it as an attachment. Thanks!

Attachments usually send an email to the spam folder, so pasting a press release makes sense.

“Keep the relationship going” That’s such an underrated part of the press emailing process! Glad you mentioned it. Building a relationship with a journalist is the biggest PR hack you can leverage. Once they like you – they’ll overlook any of the other deficiencies in your email.

Some really good press release email examples here. Thank you for the post … was looking for general press release examples but found some good email samples which are always helpful.

Glad to hear that Andrew. Are you doing PR outreach about a specific piece of news?

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5 Best Practices for Pitching the Perfect Cover Letter

This blog post is part of “ The Ultimate Guide to Public Relations ” blog series.

It takes more than a great press release to gain press coverage. A good press release is, of course, critical, but even more important is how you format your pitch. You’ve done your research, you make sure your content is accurate, you get final approval from the client, your media list is ready to go, you schedule it to be sent out, and then you wait for responses. And you wait. And sometimes, you wait some more. You read your press release again, you know it’s strong. So why isn’t the press chomping at the bit to cover your story? The problem most likely does not have to do with your press release itself, but pitch you sent with it.

Journalists receive hundreds to thousands of pitches per day in their inbox. It’s impossible for them to read them all. Therefore, this means that your subject and pitch need to be top notch. These are the few sentences that can determine whether or not they continue reading your actual press release.

Here are 5 best practices for writing the perfect pitch cover letter:

• Narrow your media list: If you’re using a media database like Cision, Meltwater or Muck Rack, don’t just send your press release to as many people as possible. It will be more beneficial for you to have a smaller, narrow list rather than a huge list that is ruled primarily by people who won’t be interested in your press release. Sometimes when you base your list on keyword searches, names sneak in there that may not actually fit in the group you’re searching for. Even after building your list, I recommend taking the time to read through it and delete anyone who might not actually be interested in your topic.
• Have a strong subject line: The subject line of your email is the first and possibly last thing a journalist will see. According to Cision , you shouldn’t include ‘re:’, ‘fwd:’, press release, or interview opportunity in your subject line. These are surefire ways to turn off the email receiver. Christian Ho of Freelancer says, “Use an original subject line and introduction. They have to stand out and convince the journalist to continue reading.” Your subject line should include the product/company and why the press release you are sending is important.
• Be clear and straight to the point: Like I said, journalists and publications receive hundreds to thousands of pitches per day in their inbox. If you don’t get your point across in the first sentence or two of your cover letter, you can kiss that coverage goodbye. Anthony Ha from TechCrunch says he prefers a subject line that, “spells out what the news is and a pitch written in honest, plain English.” Using excessive adjectives and buzzwords won’t get you anywhere if the journalist can’t quickly understand what the purpose of your pitch is.
• Use outside resources: Although PR platforms have an extensive list of journalists and press, it’s impossible for them to have everyone. Do some outside research to find people who write on topics similar to what you’re pitching. You’d be amazed at how easy it is to find contact information if you’re willing to do a little digging. Once you’ve created your additional list, upload them to your PR platform or send personal emails to each of them. Don’t be afraid to utilize Twitter as well, you never know how frequently someone checks their mentions on Twitter instead of their email inbox!
• Provide a clear call-to-action: Be sure to include what you are wanting from the journalist you are contacting. Do you want them to sample a product for review? Do you want them to interview your client? Do you want them to compose an article promoting your company? You need to tell them! By the end of your email pitch, it should be clear what you are hoping to come next from your email.

These 5 best practices will help you develop a strong pitch in the hopes that your press release will get picked up by the audience you are targeting.

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3 Templates and 5 Examples: How to Write a Strong Press Release

By Status.net Editorial Team on December 25, 2023 — 25 minutes to read

• Key Components of a Strong Press Release Part 1
• General Press Release Template Part 2
• Press Release Example Part 3
• Event Press Release Template Part 4
• Event Press Release Example Part 5
• Short Event Announcement Example Part 6
• Product Launch Press Release Template Part 7
• Product Launch Press Release Example Part 8
• Short Product Launch Press Release Example Part 9
• Attributes of a Compelling Press Release Part 10
• Defining Your Press Release Goals Part 11
• Crafting a Press Release Headline Part 12
• Establishing a Strong Lead Part 13
• Writing the Body of Your Press Release Part 14
• Including Relevant Quotes Part 15
• Closing the Press Release with a Call to Action Part 16
• Press Release Format and Structure Guide Part 17
• Tips for Distributing Your Press Release Part 18

A press release is a concise, well-crafted document that communicates important news or updates about your company, product, or event to the media and public. It serves as a useful tool to spread your message, generate public interest, and potentially gain media coverage.

When writing a press release, you should focus on presenting a clear storyline, addressing the “who,” “what,” “where,” “when,” “why,” and “how” of your news. Include attention-grabbing headlines and sub-headlines that spark curiosity and motivate readers to learn more.

Part 1 Key Components of a Strong Press Release

A typical press release format includes:

• Headline : Captures the essence of the news in a few words.
• Sub-headline : Offers additional insight or details about the headline.
• Dateline : Includes the city, state, and date where the news originates.
• Introduction : Addresses the main points of the news; this is your hook.
• Body : Provides more in-depth information to support the introduction and address journalistic questions.
• Boilerplate : A brief description of your company, for context.
• Media Contact Information : Lists the name, phone number, and email address of a contact person who can provide further information.

Part 2 General Press Release Template

• Start by specifying your headline, which should grab the attention of journalists and readers. Keep it concise but compelling. Follow it with the location and date of your release.
• Next, start with an engaging lead paragraph. Your lead should answer the basic questions of who, what, when, where, and why. Make sure your information is newsworthy and relevant to the audience you are targeting.
• In the following paragraphs, provide more detailed information about your subject matter. Use quotes from your company’s representatives or stakeholders to add credibility and human interest to your press release. Be sure to include their names and titles.
• Use bullet points or numbered lists to break down complex information or highlight the key features of your product or service. When appropriate, provide relevant contact information, website links, and social media handles. Close with a brief and concise company description or boilerplate that can be reused in future press releases.

Press Release Template

[Your Company Logo]

[Headline: Make it Captivating and Newsworthy] [Subheadline: A Brief Expansion on the Headline]

[City, State] – [Release Date]: Begin your press release with a strong lead paragraph that succinctly presents the most critical information. This section should clearly answer who, what, when, where, and why, ensuring that the reader understands the news value immediately.

[Second Paragraph]: Expand on the details of your announcement, providing more context and background information. This should support the initial claims or statements made in the lead paragraph and help to flesh out the overall narrative.

[Third Paragraph]: Introduce quotes from a key company representative, stakeholder, or any relevant individual related to the news. This adds a human element and credibility to your press release. Be sure to include their full name and title.

[“Quote from a key figure involved in the news. This should offer insight, opinion, or a personal connection to the information presented in the press release.” – Full Name, Title]

[Additional Paragraphs]: Use these sections to delve deeper into the news story, providing any additional facts, figures, or explanations needed to fully inform the reader. This can include:

– Background information on the issue or event – Statistics or data to support your announcement – Upcoming events or future plans related to the release – Any other relevant information that adds value to your press release

[Bullet Points or Numbered Lists]: – Highlight key features or benefits of a product or service – Break down complex information into digestible points – Emphasize important dates or actions for the reader to take

[Final Paragraph]: Tie up the press release with any concluding remarks or calls to action. This can be an invitation to an event, a prompt to visit a website for more information, or any other next steps you want the audience to take.

[Boilerplate – Company Description]: Provide a brief company description that encapsulates what your company does and its significance in the industry. This should be a standard boilerplate that can be used consistently across all press releases.

For more information, please contact: [Name of Media Contact] [Title] [Company] [Phone] [Email] [Website]

If applicable: [Note to Editors: This section can include background information or details that are intended for the journalists’ understanding and are not for public distribution.]

Part 3 Press Release Example

[Sweet Treats Bakery Logo]

FOR IMMEDIATE RELEASE

Sweet Treats Bakery Brings Handcrafted Delights to Springfield Grand Opening Set to Satisfy Sweet Tooth Cravings

Springfield, IL – March 15, 2023: Sweet Treats Bakery is excited to announce the grand opening of its first storefront in downtown Springfield, offering a delightful array of handcrafted pastries, cakes, and artisan breads, starting April 5, 2025.

This cozy bakery invites locals and visitors to enjoy the simple pleasures of freshly baked goods made with love and the finest ingredients. “We’re thrilled to share our passion for baking with the Springfield community. Our bakery is a place where every bite tells a story,” said Sarah Lee, Founder and Head Baker.

Sweet Treats Bakery’s menu highlights include: – Signature sourdough loaves baked daily – A selection of gourmet cupcakes and macarons – Custom cake design services for special occasions

“Our mission is to create a warm and inviting space where friends and family can gather over the universal joy of baked goods,” added Sarah Lee.

For more information or to place a custom order, visit [www.sweettreatsbakeryexample.com].

About Sweet Treats Bakery: Sweet Treats Bakery is a family-owned bakery that prides itself on crafting delectable baked goods in the heart of Springfield. With a focus on quality and community, Sweet Treats Bakery aims to become a beloved local staple.

For press inquiries, please contact: Jane Smith Marketing Director Sweet Treats Bakery (123) 456-7890 [email protected]

Part 4 Event Press Release Template

• For event press releases, begin with a captivating headline that clearly conveys what the event is about. Include the event’s name, location, and date within the headline or the opening sentence.
• Start your lead paragraph with the event’s purpose, target audience, and any significant highlights or attractions. Be sure to cover the essential details of who will be attending, what will be happening, when and where the event will take place, and why it’s of interest to your audience.
• In the body of your press release, include any relevant information about the event’s schedule, sponsors, keynote speakers, and notable guests. Use quotes from event organizers or participants to add depth and personality.
• Use formatting tools such as bullet points or numbered lists to convey key information like ticket prices, registration deadlines, or a list of attractions. Offer a clear call to action for your readers, whether it’s purchasing tickets, signing up for updates, or following your event on social media.
• Lastly, close your press release with a brief description of your organization, event partners, or any related parties. Providing necessary contact information and links for further inquiries is also essential.

Event Press Release Template

[Your Organization Logo]

[Headline: Exciting Event Name, Venue, and Date] [Subheadline: Additional Details and Event Highlights]

[City, State] – [Release Date]: Kick off your press release with an opening sentence that introduces the event’s purpose, its target audience, and any significant highlights or attractions. Make sure to cover the essential details of who, what, when, where, and why to draw interest from your intended audience.

[Second Paragraph]: Dive into the specifics of the event, such as the schedule, key moments to anticipate, and any unique features or experiences that attendees can expect. Outline the main attractions and any special components that set this event apart from others.

[Third Paragraph]: Use this section to mention key sponsors, partners, or notable speakers and guests that will be contributing to the event. Their involvement can add prestige and interest, attracting further attention to your event.

[“Quote from an event organizer, keynote speaker, or notable guest that encapsulates the spirit of the event or speaks to its importance and relevance.” – Full Name, Title]

[Additional Information]: Here you can elaborate on the event’s offerings, such as workshops, entertainment, networking opportunities, or any other relevant activities. Be descriptive yet concise, ensuring that the reader remains engaged and informed.

[Bullet Points or Numbered Lists]: – Detail the event’s schedule or timeline – List ticket prices and different tiers if applicable – Provide registration deadlines and how to register – Highlight any additional attractions or features

[Call to Action]: Clearly instruct readers on how to participate in the event. Whether it’s purchasing tickets, signing up for updates, or following the event on social media, make the next steps obvious and easy to follow.

[Boilerplate – Organization Description]: Conclude your press release with a short description of your organization and any event partners or sponsors. This should provide background on who is organizing the event and their credibility or experience in the field.

For more information and to register for the event, please contact: [Name of Event Contact] [Title] [Organization] [Phone] [Email] [Event Website]

Part 5 Event Press Release Example

[Springfield Groove Fest Logo]

Springfield Groove Fest: A Weekend of Music, Food, and Fun Under the Sun Local Bands and Food Trucks Gather for Annual Outdoor Festival

Springfield, IL – April 20, 2025: The annual Springfield Groove Fest is back, bringing the best local bands, delicious street food, and a vibrant atmosphere to Riverfront Park from June 10-12. Music lovers and families are invited to enjoy a weekend filled with live performances, interactive art installations, and culinary delights.

With two stages, over 20 bands, and a variety of genres represented, there’s something for everyone at the Springfield Groove Fest. “Our festival is a celebration of local talent and the community spirit that makes Springfield so special,” said Mike Davis, Festival Director.

Festival-goers can look forward to: – Eclectic music lineup featuring rock, jazz, blues, and more – Gourmet food trucks offering a range of tasty options – Kid-friendly activities and a dedicated family zone

“Springfield Groove Fest is about coming together to appreciate music, indulge in great food, and make lasting memories,” said Mike Davis.

Tickets are now on sale at [www.springfieldgroovefestexample.com] with special family packages available.

About Springfield Groove Fest: Springfield Groove Fest is an annual outdoor music and food festival that aims to showcase local talent and provide a fun, inclusive event for the whole community.

For more information, please contact: Alexa Harmony Events Coordinator Springfield Groove Fest (456) 789-0123 [email protected]

Part 6 Short Event Announcement Example

Join Us for the Unforgettable Annual Art Expo: Exploring Creativity and Innovation

Next, provide essential information about the event, such as its purpose, date, location, and any noteworthy speakers or participants. Be sure to briefly describe what makes this event unique and worth attending. Event Details:

We invite you to attend the Annual Art Expo on January 15, 2024, at the Downtown Convention Center. This year’s theme, “Exploring Creativity and Innovation,” aims to showcase groundbreaking artistic practices and foster inspiring conversations among creative minds.

Featured Artists and Speakers:

Reputable international artists and industry experts from the fields of painting, sculpture, photography, and digital art will be sharing their insights and expertise throughout the day.

Conclude your event announcement press release with details on how to attend, ticket pricing, and any relevant contact information for inquiries. Attendance and Tickets:

Tickets for the Annual Art Expo are now available online. Early-bird pricing is $89 until December 31, after which standard pricing of $119 applies. For further details, email us at [email protected] or visit our website.

Part 7 Product Launch Press Release Template

[Headline: Introducing the New Product – Innovative and Relevant] [Subheadline: Brief Description Highlighting Key Benefit or Feature]

[City, State] – [Release Date]: Start your press release with an attention-grabbing lead that introduces the new product, its purpose, and the main benefit or problem it solves. Ensure that the who, what, when, where, and why are addressed to engage both journalists and consumers right from the beginning.

[Second Paragraph]: Provide more in-depth details about the product, including its unique features, technological advancements, or how it improves upon previous models or solutions in the market. This is the opportunity to delve into what makes your product stand out.

[Third Paragraph]: Incorporate a quote from a key figure within your company, such as the CEO, product manager, or lead designer, who can speak authoritatively about the product’s development and vision.

[“This product represents a significant breakthrough in our industry, offering customers unparalleled features and benefits. We’re excited to bring this innovation to the market and confident it will be a game-changer.” – Full Name, Title]

[Additional Information]: Use this section to go into detail about the product’s specifications, compatibility with other products or services, and any relevant use-case scenarios or customer testimonials that can help illustrate its value.

[Bullet Points or Numbered Lists]: – Highlight the product’s key features and benefits – Outline any special offers, promotions, or introductory pricing – Mention availability, including where and when the product can be purchased

[Call to Action]: Direct readers on how to learn more about the product, where to buy it, or how to pre-order. Make this step as straightforward as possible to convert interest into action.

[Boilerplate – Company Description]: Conclude your press release with a brief description of your company. This should provide context about your business and its role within the industry, including any relevant achievements or expertise.

For more information, product samples, or interviews, please contact: [Name of Media Contact] [Title] [Company] [Phone] [Email] [Product or Company Website]

Part 8 Product Launch Press Release Example

[BeautyCompany Logo]

Introducing Our Revolutionary Organic Skincare Line – Beauty Meets Sustainability Experience the Purest Touch of Nature with Our Eco-Friendly Skincare Solutions

New York, NY – April 20, 2025: In an era where skin health meets environmental consciousness, BeautyCompany is thrilled to unveil its latest innovation – a groundbreaking organic skincare line designed to nourish, rejuvenate, and protect your skin while honoring the earth. Crafted for the eco-savvy and health-conscious consumer, our products offer a harmonious blend of nature’s finest ingredients and sustainable practices.

Our new skincare collection sets a precedent in the beauty industry with its commitment to organic ingredients, zero-waste packaging, and cruelty-free testing. Each product in the line, from our hydrating serums to our rejuvenating creams, is formulated with the highest quality organic components, ensuring that what you put on your skin is as pure as nature intended. Our advanced green chemistry techniques guarantee that our products are not only effective but also kind to the planet.

“We believe that beauty should not come at the expense of the earth’s well-being. Our latest skincare line is a testament to our dedication to combining scientific innovation with environmental responsibility. We are proud to offer products that reflect our customers’ values and our company’s mission to lead the change towards a more sustainable future,” says Jane Smith, CEO/Founder of BeautyCompany.

Delve into the heart of our skincare philosophy with products that boast: – Biodegradable ingredients sourced from certified organic farms – Packaging made from recycled materials, designed for recyclability or compostability – A transparent supply chain that supports local communities and minimizes carbon footprint

Embrace the essence of pure, sustainable beauty today. Visit our website to explore the full range of our organic skincare products and take the first step towards a more beautiful and responsible skincare routine.

BeautyCompany is a pioneer in the organic beauty industry, dedicated to creating skincare products that are as good for the skin as they are for the planet. With a commitment to sustainability, transparency, and ethical practices, we strive to make a positive impact on both personal health and the environment.

Part 9 Short Product Launch Press Release Example

Start by crafting an attention-grabbing headline that piques the readers’ curiosity. Headline:

Introducing Our Latest Revolutionary Gadget: The Ultra-Smart Processor

Begin the body of your press release with a strong opening statement that identifies the product, its purpose, and the targeted consumers. Follow that with a few concise paragraphs that delve into its special features, advantages, and possible applications. Opening Statement:

We are excited to announce the release of the Ultra-Smart Processor, specifically designed for tech enthusiasts seeking a cutting-edge device that delivers unparalleled performance.

Key Features: – High-speed processing capability – Energy-efficient design – Customizable interface – Wide range of compatibility

Conclude your product launch press release with pricing, availability, and contact information for potential customers and interested parties. Pricing and Availability: The Ultra-Smart Processor will be available for pre-order from December 1 at a retail price of $299. To learn more, visit our website or contact our customer support team at [email protected].

Remember to remain focused on the essentials while keeping your press release engaging, concise, and relevant.

Part 10 Attributes of a Compelling Press Release

A compelling press release should grab your audience’s attention and keep them engaged. Here are some key attributes to consider when crafting your press release.

1. Strong headlines: Your headlines should be eye-catching, informative, and relevant. Use action-oriented words that pique the reader’s curiosity. For example, instead of “New Product Launches Today,” try “Revolutionary Product Launches Today, Changes Industry Landscape.”

2. Informative subheadings: Subheadings provide a brief summary of the key points in the press release. They allow the reader to quickly gather essential information. Make it concise and informative, like “Groundbreaking Features Set New Standards in the Market.”

3. Clear and concise content: Avoid jargon, buzzwords, and industry-specific terminology that may confuse readers. Stick to the facts and keep your sentences simple. For example, “Our product has improved efficiency by 20% compared to previous models” is clear and to the point.

4. Newsworthy information: Focus on the most significant points and explain why your announcement is essential to your target audience. Emphasize aspects like product novelty, benefits to customers, or how it addresses an existing problem.

5. Quotes from key figures: Include quotes from company executives, partners, or industry experts to give more weight to your announcement. Ensure the quotes are insightful and relevant, showcasing your company’s credibility and expertise.

6. Easy-to-read format: Break up long paragraphs with bullet points, lists, and images to make your press release more visually appealing and accessible.

7. Call to action: Within your press release, provide clear guidance on what you want the reader to do next. This could be directing them to a website, inviting them to attend an event, or encouraging them to get in touch with your team.

Part 11 Defining Your Press Release Goals

Announcement goals.

When crafting a press release, consider what announcement goals you want to achieve. These may include launching a new product, sharing updates about your organization, or announcing a collaboration. Be clear about your goals and stick to the main points.

Marketing Goals

Besides announcements, keep in mind your marketing goals. A press release can help generate buzz around your product or brand, attract potential customers, or retain existing ones. Mention the main features of your offerings and give reasons why readers should be interested.

Relationship Goals

Relationship goals include building a rapport with journalists and media outlets. This can increase the chance of future coverage.

Part 12 Crafting a Press Release Headline

Writing a compelling press release headline is the key to capturing the attention of journalists and editors. A catchy headline is like a window to your story, offering a glimpse into what your press release has to offer.

• Make sure your headline clearly communicates the core message of your press release.
• Active verbs and short phrases work well in headlines. Try using numbers or statistics to add a sense of authority to your headline. For example, instead of writing “Company X Launches New Product Offering,” consider “Company X’s Revolutionary Product Surges Sales by 50%.”
• Avoid using jargon and technical terms that make your headline harder to understand.
• Don’t make your headline too long; aim for less than twelve words to keep it punchy and easily consumable.

Part 13 Establishing a Strong Lead

Your press release’s success begins with a strong lead. Start off with an attention-grabbing headline that summarizes the main message and stimulates curiosity. Keep it concise and make it relevant to your target audience. Use active verbs and direct language that instantly conveys the most important aspects of your news.

• In the first paragraph, be sure to address the who, what, when, where, and why of your news. Make this information as clear and compelling as possible. This is your opportunity to draw readers in, so don’t bury the vital details deep within the press release.
• After establishing your powerful lead, continue the momentum by building on the essential information you’ve introduced. Expand on specifics by using relevant quotes from key stakeholders, such as company executives or industry experts. This allows you to inject personality and authority to your message, while also backing up the claims you’re making.
• Throughout your press release, stay focused on the main points. Avoid overloading readers with excessive jargon or unrelated information. Keep your press release well-structured and allow readers to easily navigate through it.
• Make sure your press release is proofread and free from grammatical errors or typos. A polished and well-written release represents your brand’s professionalism and credibility.

Part 14 Writing the Body of Your Press Release

• The body of your press release is where you provide the meat of your story. To make it engaging and informative, start by crafting a compelling opening paragraph. This should include the answers to who, what, where, when, and why. It’s important to captivate your audience from the beginning, so make sure your hook is strong.
• Your following paragraphs should offer more in-depth details. For example, if your press release is about a product launch, include specifics about the product like its features, pricing, and availability. For an event press release, provide information about the speakers, schedule, and link for registration.
• To ensure readability, break down your content into short paragraphs, and utilize bullet points and bold text to emphasize important information. This will make it simple for readers to skim and make your press release more efficient. Here’s an example of how your press release body might look:
• You can include a few quotes from relevant people, such as the company CEO or a spokesperson. These add credibility to your press release and offer a human element to your story. Don’t forget to verify the quotes for accuracy and always provide the source’s full name and title.

Part 15 Including Relevant Quotes

One of the keys to a successful press release is including powerful and relevant quotes. These quotes come from various sources that support your story or announcement. There are two major types of quotes: Expert Inputs and Customer Testimonials. Let’s dive into each of them.

Expert Inputs

Expert inputs are insightful comments or endorsements from industry authorities, stakeholders, or prominent individuals in your field. Including expert quotes in your press release adds credibility and trustworthiness to your announcement. For example:

“Our new eco-friendly product line is a major step towards sustainability and has received enthusiastic feedback from environmentalists,” says Jane Smith, a renowned environmentalist and climate activist.

To leverage expert inputs effectively, you should:

• Choose reliable and relevant experts.
• Ensure the quote is concise, engaging, and reinforces your main message.
• Properly attribute the quote to the expert, mentioning their designation and relevance to the subject.

Customer Testimonials

Another valuable type of quote is a customer testimonial. These offer the reader a firsthand perspective on the positive experiences or benefits gained from your product or service. Including such testimonials humanizes your press release and makes it more relatable. For instance:

“I was skeptical at first, but after trying out Company (…)’s fitness app for a week, I saw significant improvements in my workout routine,” shares regular user John Smith.

To make the most of customer testimonials, be sure to:

• Pick genuine and verified customers to ensure authenticity.
• Share their specific experience or success story in their own words.
• Highlight the unique selling points or key features of your product or service through the testimonial.

Part 16 Closing the Press Release with a Call to Action

In your press release, it’s important to include a clear call to action (CTA) after presenting all the crucial information. The CTA tells the reader what you want them to do next, effectively guiding them toward the desired action, such as visiting your website or trying your product.

• To create an effective CTA, use actionable, persuasive language that creates a sense of urgency in the reader. For example, “Visit our website for a limited-time special offer” or “Register now to secure your spot at our exclusive event.”
• Offering incentives or rewards in your CTA can also help to drive engagement. Consider special offers or discounts, exclusive content, or giveaways to entice your audience further. For example, “Sign up today to receive 20% off your first purchase” or “Pre-order our new product and get a bonus accessory.”
• Make sure to include relevant contact information or links to make it as easy as possible for readers to take the desired action. This can be a phone number, email address, website URL, or, for events, a registration link. For example, “Call us at (555) 555-5555 to book your appointment” or “Follow this link to register for our webinar.”

Part 17 Press Release Format and Structure Guide

When you create your press release, it’s important to follow the standard format and structure. This ensures that the journalists and readers can easily find the key information they need. Let’s dive into the essential elements you need to include in your press release:

1. Headline: Your headline should be attention-grabbing and concise, conveying the main point of your press release. Keep it short, around six to eight words, and try to entice the reader to want to know more.

2. Subheadline: This is a supplementary sentence or phrase providing extra information about the news. Use it to emphasize a crucial point or to clearly explain the headline’s focus.

3. Dateline: Make sure to include the city from where the press release is being issued, and the date. It should be in the format of “CITY, State, Month Day, Year.”

4. Introduction: Craft a compelling introduction that addresses the who, what, when, where, and why. This is the hook, so keep it interesting and concise.

5. Body: This is where you’ll provide more in-depth details about the newsworthy story. Use paragraphs and bullet points for easier reading, and be sure to include any essential facts and quotes to support your news. This is also a good place for you to include some background information on your company or the topic.

6. Boilerplate: A short paragraph about your company, including a brief background and contact information, should be placed at the end of the press release. This is helpful for journalists who want to know more about your organization.

7. Contact details: Always provide contact information for media inquiries. Include the name, phone number, and email address of the person responsible for fielding media inquiries.

Part 18 Tips for Distributing Your Press Release

When you’re ready to share your press release with the world, here are some tips to make sure it reaches the right people and gets the attention it deserves:

• First, think about your target audience and craft a distribution list that includes relevant journalists, bloggers, and other influencers. Reach out to them directly, but also send your press release to reputable press release distribution services. These services can expand your reach and help your press release get picked up by various news outlets.
• Next, make sure to personalize your message when sharing your press release. This means addressing each recipient by name and mentioning something specific that might interest them about your news. This personal touch will increase the chance of your press release being read and ultimately shared.
• Timing is also key. Look for upcoming industry events, holidays, or news cycles where your press release fits nicely. For example, if you are launching a new environmentally-friendly product, try to release it around Earth Day, when journalists are looking for related content.
• Finally, leverage social media to give your press release additional exposure. Share the news on your company’s social media channels and engage with users who show interest. Tag relevant influencers and journalists in your posts, encouraging them to read and share your press release.

Frequently Asked Questions

What are the key components of an effective press release.

A powerful press release generally has a compelling headline, a strong lead, clear and concise body text, a quote, and contact information. Your headline should grab attention, while the lead should provide a summary of the crucial information. Break the body text into short paragraphs covering the who, what, when, where, and why. Quotes help humanize your story, and contact information enables reporters and readers to get in touch with you.

How can I structure my press release for maximum impact?

Effective structuring begins with a captivating headline to catch the reader’s interest. Then, outline the main points in the lead, followed by well-organized paragraphs detailing your announcement. Use subheadings, bullet points, or numbered lists to break up large chunks of text. Be sure to end with your company’s boilerplate and your contact information.

What’s the ideal length for a press release?

Aim for a one-page press release, with a word count of around 300-500 words. Keep your content succinct, and ensure it provides your audience with all the necessary details. In some cases, longer press releases may be required, but always prioritize clarity and conciseness over length.

How do I tailor a press release for a specific event or announcement?

First, understand the core message you want to convey and make it the central focus of your press release. Adapt the headline, lead, and body to fit the event or announcement, with emphasis on relevance and timeliness. Use quotes from key stakeholders or participants to add a personal touch and context to the story.

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Press releases alert the media to important changes to your business. Pretty basic, right?

But the problem arises when you have to sit down and write the thing. 

It’s not enough to throw together a document and blast it to journalists. Even if you’ve got a template and get the gist of the formatting.

So, how do you write a press release? 

And, more important, how do you write a press release that’s exciting for journalists? 

When a single document could make or break your company, it’s worth it to know how to do it right. That’s why we made this guide. 

To give you the tools you need to know how to write a press release, get it to the right people, and get the media coverage you need. 

Here’s what we’ve included:

• What is a press release? What are the benefits?
• Types of Press Releases
• How to Format a Press Release
• How to Write a Press Release
• What to Do Before Sending a Press Release
• Examples of Well-executed Press Releases

Have an important press release and don’t have time to do it yourself?

Let us do it for you! Book a free consultation with one of our PR experts. We will help you write and submit your press release.

What is a Press Release? Why Should You Bother?

For starters, it’s important to understand what a press release is. The essence of it.

What is a press release?

A press release is a brief, official document that contains newsworthy information about your brand or business. It’s also a formal document with special formatting. It includes a succinct summary of your announcement so journalists know why it matters, why it’s significant, and how it fits into a broader context.

The purpose of a press release is to highlight a big achievement or change in your business that is important for the public to know. And the goal is to get as much media attention as possible.

Here are some examples of different types of press releases: 

• Breaking Company News
• New Product, Service, Offer, or Research
• Mergers or Acquisitions
• Product or Tech Updates or Fixes
• Events, Promotions, Contests
• Grand Openings, Expansion, New Business
• New Partnerships
• Rebranding or Website Redesign
• Executive Promotions and Hires
• Important Awards and Nominations
• Crisis or Emergency Communications
• Social Responsibility and Environmental Sustainability Initiatives

Here’s an example of a partnership announcement press release:

What are the benefits of sending a press release?

Here are a few of the more obvious benefits:

• Attracts cost-effective media attention.
• Generates publicity and brand awareness.
• Allows you to control the narrative of any story.
• Boosts your marketing and SEO efforts.
• Allows you to share positive public perceptions.
• Helps you build important relationships.

To recap, here are the 5 most important takeaways on how to write a press release:

• Your press release should cover something newsworthy.
• Your press release should make journalists excited to write a story about you.
• Your press release should follow a specific format.
• Your press release should promote your brand and tell a controlled narrative.
• Your press release should include all information that a journalist needs to know.

Pro Tip: Is your announcement newsworthy? That’s the most important thing to get right when learning how to write a press release. If you’re a small company, will journalists care if you’ve hired a new CEO? Or would they be more interested in new, exciting research? It’s for you to decide. 

If you want a more in-depth read about the nature of press releases, check out our article: What Press Release Are and What They Do

How to Format a Press Release [Example + Tips]

Let’s start with the basics of how to write a press release – formatting. 

Because a press release is a formal document, it needs proper formatting. And you can follow a template for that purpose. Just keep in mind that not every press release is created equal.

Design and layouts may differ from one template to the next. How you choose to display your content is up to you. The main rule of thumb is to be sure that you’re including all the key ingredients.

Here’s a list of key elements that you should consider including:

• Contact Info and Date (Top Left/Top Right)
• “For Immediate Release” or “Hold Release Until [Date]” (Top Left/Top Right)
• Clear Headline or Title Announcing Topic
• Subtitle 
• Business Location (First Sentence / Bold) 
• Pitch (All Important Info) (First Paragraph)
• Body Paragraphs (More Context, Quotes, Data, Media)
• Boilerplate / About Us Company Information (End)
• Sign Off + Contact Information of PR Contact
• ### Symbols Signifying End of Release

Here’s an example of how we format our press releases with the different sections marked:

Pro Tip: Look at what similar companies are doing with their press release layouts. You may decide you want to copy their look and feel or go in a different direction. Blend in or stand out, whatever you choose content is the true king. Focus on making your item newsworthy first.

Formatting a press release is like formatting a resume. Catch the reader’s attention while providing all information. For more read: The Must-use Industry Format for Press Releases

How to Write a Press Release [Examples + Tips]

Before you start writing, let’s talk about length. Again, like a resume, press releases are short, one-page documents. Try to not go past one page of copy. Aim for 4-6 short paragraphs. And be sure to place the most important information at the top of the page.

If you must go past one page, be sure to write – more – at the bottom of the page so that journalists know to keep reading. 

The body paragraphs should include all important information about the announcement you’re making. Finally, every press release ends with a boilerplate or a brief overview of your company. Follow that up with the contact details of the person who handles your press inquiries. 

Now, let’s go into a little more detail about what each paragraph should cover.

How to Write a Press Release Headline and Hook

Your headline is the first thing a journalist is going to read. It needs to be catchy and include the most important points. And you should try to do it in 10 words or less. Your headline should shape both the tone and the angle of the story you’re telling. 

Here are some examples of press release headlines: 

BAD: New Coffee Business Opens in Colombia GOOD: New Specialty Coffee Incubator Aims to Put Medellin Coffee Industry on the Map BAD: Maxifi Announces New Product – Upside Investing GOOD: Maxifi Announces Upside Investing – Invest While Maintaining a High Living Standard BAD: MIT Enterprise Forum Cambridge Announces a New Nonprofit Initiative  GOOD: MIT Enterprise Forum Cambridge Launches Tuition-free Program to Help Tech Entrepreneurs of Color Succeed

While some of these are lengthy, all three of the “good” examples do the same thing. They “hook” the reader’s attention by tapping into trending issues and social problems.

The first example taps into the fact that the new company is based in Medellin. Medellin is a city that is reinventing itself, becoming a vibrant business and cultural hub. The new coffee incubator taps into that narrative. It will help build the city’s coffee industry to match other regions.

The second example shows how Maxifi’s new product will provide a solution to a social problem. Lower income people have trouble both investing in stock and maintaining a normal standard of living. Their new product will allow for that.

And the third example also explains how it will provide a solution to a social issue – that of race disparity among entrepreneurs.

It’s important to include a “hook” to get and keep the reader’s attention. In a press release, the hook is the part that builds the reader’s interest and establishes your piece of news as relevant and significant to a wider audience.

If you can connect what you’re promoting to a wider audience, you’ve created a successful hook. As seen in the examples, try tapping into trending issues, social problems, or current events.

Take a look at this press release from H&M as another example:

“New brand H&M Move, launching worldwide August 4th, is embarking on a bold mission to democratize sportswear and get the whole world and everybody moving, however they move. H&M Move aims to equip the world with stylish and functional ‘movewear’ that will support Movers of all abilities and skills to move comfortably and confidently.”

The hook here is that H&M is tapping into the trending issue of body positivity. Yes, the brand was designed as a way to address that particular social problem. At the same time, the press release emphasizes the point and sets the tone with specific language. 

Instead of “sportswear” you have the more inclusive “movewear.” They aren’t simply launching their new brand H&M Move worldwide on August 4th. It’s so much more than that. It’s a hook.

How to Write a Press Release’s All Important First Paragraph

Once you’ve caught their attention, the next step of learning how to write a press release is to make sure they have all the most important details. So, your first paragraph should contain the 5 W’s. 

Here’s what you should ask yourself: 

• Who – Who is the story about?
• What – What is the story about?
• When – When did the story take place?
• Where – Where is the announcement taking place?
• Why -Why is the announcement newsworthy?

Here’s an example of the 5 W’s in action:

Those Coffee People [ WHO ] today announces [ WHEN ] the launch of its new online matching and ordering platform for Colombian direct trade specialty green coffee [ WHAT ]. The platform is designed to both showcase the wide variety of specialty coffee origins that are available from small independent growers in Colombia [ WHY ], as well as make the bulk ordering of green coffee as seamless an experience as possible for international buyers [ WHERE ].

Here’s an example of a press release first paragraph formatted properly:

Note that the example puts both the business’s location and date in the first sentence. You can see that TransUnion is based in Chicago and that the date of the release is August 17, 2020. An alternative is to put the date at the top of the release. Some businesses do both.

Pro Tip: Notice the inverted pyramid of information in the infographic. The general idea is to put the most important and exciting information at the top. Fill the body with things the journalist will need to write a compelling article. End with necessary details of lesser importance.

How to Write a Press Release’s Body Paragraphs and Boilerplate

The 5 W’s are half the battle. The other half is making sure that your information is presented in a way that keeps your readers invested. 

The rest of your press release is the meat. Here are some things to keep in mind: 

• Be honest and unbiased while praising your company.
• Use neutral language that doesn’t sound like sales or marketing speak.
• Use the third person when talking about you and your company.
• Steer clear of industry jargon with the general public in mind.
• Write at a level that’s easy to read for your target audience.
• Use sources, data, and direct quotes where relevant.
• Consider writing the release in the style of a news article.
• Keep it short – aim for one page.

Here’s an infographic for easy reference:

Once you’ve nailed tone and language, focus on adding data and quotes. Adding these types of resources proves your authority and credibility on the topic you’re presenting.

Let’s look at the full Those Coffee People press release for their new business: 

You can see that they’ve added data about the Colombian government announcing a $64 million Coffee Stabilization Fund aimed at helping struggling Colombia coffee farmers. 

That bit of data ties in a current social issue with the platform launch, making the announcement more relevant and part of a broader conversation.

Also note that the press release includes two direct quotes from Those Coffee People’s Co-founder, Jennifer Poole. She also mentions the new government initiative, tying everything together in a usable quote. When considering how to write a press release, remember to plan quotes to enhance the content.

The example also shows good usage of the following: 

• Headline (Clear, Newsworthy Topic)
• The 5 W’s 
• Placement of Company Location
• Boilerplate

Which brings us to how to write press release’s ending. 

You should sum up your press release with a boilerplate. A boilerplate is like a business card, giving an overview of who you are and what your business does. It looks like this: 

Pro Tip: Adding direct quotes strengthens the validity of your press release. Journalists love first-person quotes to feature in their stories. Go to the people involved and ask for quotes related to the announcement. You can always clean them up and edit them to perfection.

Not sure how to write a press release boilerplate? We’ve got you covered! Check out our guide: Step-by-step Guide to the Press Release Boilerplate

Before You Send – Checklist for a Successful Press Release

Now that you know how to write a press release, it’s time to write and send it!

But before you send your press release, there are a few other things you should prepare. You’ll also want to go back over what you’ve written to look for angles you might have missed. 

Here’s a list of things you should consider: 

• Newsworthiness

Double check your press release to make sure it sounds newsworthy and airtight. 

Ask yourself:

• Is this newsworthy?
• Would the general public care about this announcement?
• Would journalists find the announcement interesting?
• If I send this to journalists, will they be excited to write about it?
• Is the announcement important in a larger context?

At this point it’s also a good idea to go back over grammar, spelling, and style. You want to make sure that your content is concise and non-promotional. Again, keep it at an easy reading level. And be sure to use bullet points, bold, and italics to highlight important information.  

• Newsjacking

Let’s go back to that last point under newsworthiness. Is your announcement important within a larger context? Not sure? Then you might want to consider newsjacking.

Newsjacking is a little different than showing how your announcement ties into a current trend or social issue. Instead it’s the act of piggybacking off a current news story or event that is relevant to yours. Here are some examples: 

• New Government Initiatives
• New Regulations
• Crypto Winter

It might take some extra work to find the right news item. You might also find that a tie in is obvious right away. Just don’t force it.

• Multimedia Usage

After you’ve edited, look back over what you’ve written once again. 

Is there any missed opportunity to add multimedia? What would that look like?

Consider adding things like: 

• Infographics
• Data Charts
• Headshots for Quotes
• Product Screenshots
• Website Screenshots

Giving journalists visuals to work with gives them more content for their articles. It also gives you a chance to show off branded content that people can reprint and share. Just make sure that whatever you include is on brand and on topic. 

Pro Tip: Yes, multimedia content can help you stand out. But you want to make sure it doesn’t detract from your message. Don’t overwhelm your body text with added media. Plus, most press release distribution services charge for adding media and don’t always support or accept what you want to include. So, check the platform you’re using before adding any content of this sort.

• Target Audience

Who would be most interested in your news item? Would you benefit from reaching people in a specific location, industry, or product market?

If so, make a list of specific journalists who are a good fit for your news. Don’t just blast your press release to generalists with bylines at top news outlets. Identify your audience and curate a list of journalists who write just for them.

Examples of curated journalist lists include: 

• Food Journalists
• Sports Journalists
• Fintech Journalists
• Marketing Journalists
• Music Journalists
• Travel Journalists
• NFT Journalists
• Gaming Journalists

Just to list a few. You can also make lists of publications or magazines where you’d like to publish. Once you’ve done that, you just choose the journalist who writes for them on your topic.

Pro Tip: If you want to get really fancy, be sure to track your campaign. The simplest way is to note who got the email, who opened the email , and who published. Keeping a spreadsheet of those who showed interest allows you to build important relationships.

• Press Distribution Services

You might also want to consider using a news distribution service. That’s especially true if your news has general appeal. For example, you’ve hired a new CEO or received an industry award. 

Have a list on hand so that you’re ready to go. Here are a few popular services you can use: 

• PR Distribution
• EIN Presswire
• PR Newswire

A note on using a press distribution service versus a curated list of target journalists: 

When choosing between a press release distribution service and emailing a list of journalists there are some important factors to consider.

First, putting out a press release on a distribution service can get you auto-republished articles on the back pages of some legitimate publications. Depending on which service you choose you could get on Yahoo! or Business Insider among others.

While these may go to a press graveyard where no one sees them, you can still say  you’ve been published on these sites. And that’s great for your reputation.

At the same time, it’s worth it to create lists of targeted journalists when you have an announcement that fits into a broader context. For example, you’re opening a new brand of your business in Arizona. Then you’d want to target both localized Arizona newspapers and press release distribution services.

Or let’s say you’re making an announcement targeted at a specific market niche – e.g., the launch of a new fintech product. Sending a press release to a curated list of top fintech journalists gives you a more direct line to your target audience.

Not satisfied with our shortlist of distribution services? Check out our complete list of free press release distribution services here: The Best Free Press Release Distribution Services

• Release Time

If you are going to use a press release distribution service, don’t publish on the hour. 

Because everyone else is doing it. So, instead of publishing your press release at 9:00 A.M. on the dot, do it at 9:05 A.M. It’s a simple way to set yourself apart in the slush pile. 

Want to know which day is best for sending press releases? Want to know the exact time to submit? Check out our article: A Quick Guide to Press Release Submission Timing

• Press Embargos

Consider sending your press release under embargo a few days before you want it to go live. That gives journalists time to figure out what they are going to write before the news goes stale.

What is a press release embargo? It’s when you choose to write “Hold Release Until [Date]” instead of “For Immediate Release” at the top of your press release.

What are the benefits of an embargoed press release? Still not 100% sure what it is? Check out our article: Reap the Benefits of an Embargoed Press Release

• Share on Social Media

Yes, sharing on social media is something you’ll do AFTER you send your press release. But you can start prepping before. It’s important to share, reshare, retweet, and repost any coverage you get on your own social media channels.

That’s because you want to make sure that you are getting a cut of the traffic. So, anything you put out there, route it back to channels you control. 

A good way to make sure that happens is to put a strategy and post templates in place prior to launching. That way you can share posts in real time as your story gets picked up by the media. 

Pro Tip: Let’s say you get picked up by a prestigious publication. Make sure to add that to your media bar if you have one. Don’t know what that is? It’s a bar that spans your website’s homepage and lists the most important news sites on which you are featured.

• Follow-up Campaigns  

Launching a social media campaign after sending your press release is the first step. But it’s not the only campaign you should launch in the aftermath. 

Your campaign should START with a press release and CONTINUE with a conversation across various media points. And the perfect time to do follow-up pitches is immediately after release. 

What might these pitches look like? Here’s a few ideas: 

• CEO Interview Outreach
• Podcast Interviews
• Thought Leadership Pitches to Niche Media
• Pitches on the Ramifications of the Announcement in Broader Context
• Release of Related Research or Data

The real magic happens when you launch a full-bodied campaign aimed at hitting all talking points on all possible channels.

Want to know how to pitch to a podcast in 2024? We’ve got you covered! Check out our article: How to Easily Pitch to Podcasts in 2024 [+Real Examples]

• Consider Hiring a Professional

There’s no shame in bringing in the professionals . 

If you’ve gotten this far and are still unsure or feel overwhelmed, consider hiring professionals. 

Even if you know what you’re doing, don’t be afraid to call in backup. You may have a news item or full campaign that needs more attention than you can provide. 

A professional service can offer hands-on things like outreach under embargo and launching a series of follow-up media campaigns. That’s especially handy when you’re handling a major announcement with lots of moving pieces.

Need to know how to target and pitch journalists for your press release? For a full guide on how to send a press release, check out our article: How to Successfully Submit a Press Release

Final Thoughts

While learning how to write a press release can feel like learning how to write a resume or cover letter, it’s easier than it seems. 

Just remember to use the right formatting, add all the details, and make it interesting. PR is a great way to extend your marketing efforts beyond the channels that you control. 

And now you have the tools to write a golden ticket of entry. 

If you’re still not sure how to write a press release, let us help! Simply book a free consultation with us to get expert insight into how to start or improve your press release.

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Press Releases

As a mediated form of communication, a press release is an extremely effective way in which to communicate with the public. Corporations and organizations do this on a regular basis. Rather than reacting to specific media inquiries, not all of which are necessarily welcome, they proactively manage the news about themselves. Through press releases, business intentions, priorities and accomplishments can be converted into newsworthy items. As news, information in press releases invoke a certain level of legitimacy in the eyes of the media and, when properly issued, the media will be happy publish or broadcast them free of charge. The trouble is that many press releases (actually most of them) are quickly recognized for what they are: cheap end-runs at getting free publicity. These end up in the wastebasket. Advertising never ends up in the wastebasket. Guess which one creates the revenue stream in a media organization. There are many legitimate topics that press releases cover. Depending upon the specific topic, they serve one or more functions, all strategically related to public relations goals. Regardless of topic and functions, all press releases follow a preformulated structure and style. Instruction for writing effective press releases can be found by clicking the guide links on the right hand side of this page. These guides provide helpful instruction, video commentary and samples. Included also is an interactive template for drafting, saving and editing each step of your work.

History of Press Releases

The term news management was first used in 1955 by James Reston in testimony before a U.S. congressional committee on government information. But it can be argued that news management actually began as early as 1919 at the Paris peace conference. Regardless of when it is claimed that news management was first practiced, or when the term was first introduced, the appearance of what have come to be known as press releases date back to the 1880's. It was quite common back then for members of the U.S Congress to drop by Newspaper Row, located on 14th Street between Pennsylvania Avenue and F Street in Washington D.C., with the odd piece of information, generally about themselves and their agendas. Their purpose was to provide and manage the news. Many went so far as to interview themselves (Schudson 1978: 20). More recently, companies and organizations as well as individuals have realized that they need not wait for the media to contact them before pro-actively managing the news about themselves. In fact, to wait actually invites innuendo and rumor being spread by ill informed, self-appointed news analysts. This cannot be altogether avoided but, with a little proactive news management, it can be diminished. Ivy Lee, one of the first public relations practioners, after receiving a substantial gift of newspaper space from John D. Rockefeller to be used in a campaign on behalf of Johns Hopkins University, had this to say:

"…in view of the fact that this was not really news, and the newspapers gave so much attention to it, it would seem that this was wholly due to the manner in which the material was dressed up for newspaper consumption. It seems to suggest very considerable possibilities along this line."

He was right and today most organizations take an active role in creating and distributing the news about themselves. And, of course, the very considerable possibilities available in Ivy Lee's day have come a considerable long way since. Today, the news media is informed via E-mail, in close to real-time, when newsworthy events or stories are happening. Be it a simple press release or a complex audio-visual feed, the media can instantly download information from the Internet and place it in print or live broadcast form.

Press Release Topics

Major corporations in many countries around the world are required by law to publicize their annual (and sometimes semi-annual) financial reports. Often they do it by issuing a press release. The financial position of a corporation is not the only topic a press release can cover, however. Morton & Ramsey (1994) report that they are used to cover a wide range of other topics as well. Among them are education and human resources, teaching and research, the economy, politics, health and the environment. Social issues of every imaginable sort, even fashion, home decorating and gardening, are legitimate topics for a press release. Regardless of the importance or seriousness of the topic, a press release should include a fair measure of newsworthiness. Writers must be very selective regarding this if they expect the media to accept and publish them. Providing a news hook, linking a topic to the latest news, or demonstrating how it is relevant to what people are interested in, is one way of enhancing the publishable quality of a press release.

Functions of a Press Release

The primary function of a press release is to quickly publicize information that may have a significant impact or be of particular interest to a large and unrelated group of people. A wide range of public and private organizations make use of this form of communication on a regular basis. Government agencies, schools and universities, trade unions and professional associations are but a few of the common issuing sources. The fact is, anyone can issue a press release. Charities, sports clubs, art galleries, even private individuals, will find themselves having a need or reason for doing so. It is a highly efficient and cost-effective tool with which to accomplish the following goals.

• Contain a crisis
• Provide consumer information
• Launch a new product or service
• Recall an existing product
• Cease providing an existing service
• Announce coming events
• Report on past events
• Welcome new staff members
• Profile existing staff members
• Highlight awards received

Notice that the common component of each of the above goals is a public relations objective. Of course, some of these may have an advertising component but it is best to keep marketing and public relations efforts separate. The media takes a dim view of providing free publicity for its own sake.

Structure of a Press Release

All press releases are structured in the same manner as a standard newspaper article. Information is presented in an inverted pyramid, descending in a logical order, from the most important to the least. It is an anti-climactic method of presenting the facts of a story and the most common approach to news reporting. The headline is followed by a lead paragraph containing one or two key sentences in which the end of a news event or story is announced first. The succeeding paragraphs make up the body of the press release and provide supporting information, followed by underlying background information. Print and broadcast decisions are always made relative to the available media space and time. By telling the story backwards, the length of a press release can be adjusted, cutting the least important information from the bottom without compromising the integrity of the most important information positioned at the top. When information is presented in this manner, readers get the gist of the story in a hurry. They can then make their own determinations as to a press release's importance or relevance and choose for themselves whether or not to read past the first paragraph.

Style in a Press Release

For a press release to stand a chance of being printed, verbatim, by the news media, it must be well written and factually accurate. Hyperbole, cute spins, and overt sales pitches are not acceptable. Here are some style guidelines for writing effective press releases.

• State the Facts - Avoid being vague. Instead of announcing "wonderful results," say that you have "a $1.2B profit to report."
• Stick to the Facts - Don't hesitate to show the kind of feelings that the general public expects in a time of crisis, but don't overdo it.
• Apologize - Say you're sorry when a mistake has been made. When people are suffering as a result, say that you care, and mean it.
• Emotions - Avoid strong expressions. Boasting and bragging, anger and finger-pointing, etc., are all inappropriate. A clever way around this no-no is the quotation.
• Example: Knowledge tool, rapid results implementation approach and services deliver maximum value throughout PeopleSoft lifecycle PeopleSoft today announced general availability of PeopleSoft Advantage, a framework of technology and customer service designed to provide maximum value of ownership throughout the PeopleSoft systems lifecycle, including planning, implementation, production and enhancement.
• Be Specific - Place and time cannot be vague. Words such as here and today are not acceptable. They are inadequate for the job of reporting a news event or story.

Formatting Press Releases

Formatting a press release is simple. It should be laid out in full block style using universally accepted font selections. Keep in mind, it is very important that a press release to be formatted for maximum consistency in transmitting across multiple computer platforms. E-mail being the generally accepted method for delivering press releases, avoid using bold, italicized and colored text. It is unpredictable how that same text will appear on someone else's monitor. The five basic elements of a press release are:

A press release should always begin with the title words, FOR IMMEDIATE RELEASE, or simply, PRESS RELEASE, printed in uppercase letters at the top of the page. This indicates to the media that the communication they are receiving is, in fact, a press release, and that it can be published immediately. It also eliminates the need for a cover letter. If a press release should not be published immediately, the issuing organization must include an embargo, or lock up notification, in which the media is kindly but firmly requested to hold back publishing until the date and time indicated. For example, before a press conference officially announcing a corporation's financial situation, the media will traditionally be sent a press release spelling out the full details, with an embargo inviting them to delay publication until after the press conference.

The headline, separated by one space, should follow the title of a press release. If at all possible, it should contain no more than ten words. The first letter of each key word should be capitalized. Articles, conjunctions, and prepositions should be capitalized only when they occur at the beginning or end of your headline.

The body of a press release should contain all the information the media outlet is being asked to publish. It should be separated from the headline by one space, as should each of its paragraphs. A press release should begin with a lead paragraph and conclude with a boilerplate. A disclaimer should follow whenever an opportunity exists for information to be misconstrued.

Contact Information

The sender's contact information should always follow the body of a press release, separated by one space. This information should never be placed at the top of the page. The top of a press release is premium copy space and should be reserved for attention grabbing copy such as a headline and lead paragraph. It should never be used for incidental information. When a press release, delivered by E-mail, pops up on a computer monitor, the headline and lead paragraph should display prominently. The reader shouldn't have to scroll down in order to find these elements. If a member of the media wishes to contact the source of a press release, they know to look for that information at the end of the document.

The end of the press release should be clearly marked with one of the universally accepted character sets used by the media to indicate that the end of a document has been reached, that all information has been received. Any of the following three will do the job: -30- ### End If your press release is delivered by any other method than E-mail and exceeds one page in length, the word More should appear at the bottom of all but the last page.

Jacobs, Geert, & Peter Connor. (2011). Press Releases. Writing@CSU . Colorado State University. https://writing.colostate.edu/guides/guide.cfm?guideid=75

How to Write a Press Release [Free Press Release Template + 2024 Examples]

Published: February 01, 2024

In today‘s world, brands have to generate their own buzz. Consumers aren’t waiting for the daily newspaper anymore to get their news. Instead, they're scanning the latest headlines across multiple social media channels at once .

One way to control the narrative surrounding your brand is through press releases. Whether it's sharing a new product release or changes in your organizational structure, a regular cadence of meaningful news can help a company stand out and build mindshare with journalists over time.

In this post, we'll discuss:

• What is a press release?

Benefits of Press Releases

Types of press releases.

• Sample Press Release Format

How to Write a Press Release

• Press Release Template

Press Release Examples

Tips for publishing press releases.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

You're all set!

Click this link to access this resource at any time.

Inbound Press Release Templates

Tell us a little about yourself below to gain access today:, what is a press release/news release.

A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we're always talking about the same basic thing.

While the heading should contain action verbs, the first paragraph should answer the “who,” “what,” “why,” and “where.” The press release should also contain understandable language and a quote.

Most press releases are succinct at just a page long – two pages tops. Ultimately, companies want to provide enough information so that news outlets have sufficient material for publishing their own stories about whatever the company is announcing in the release.

One thing to remember is that press releases live in the public domain, which means your stakeholders and customers can see them.

So, instead of thinking of a press release solely as a ticket to earning news coverage, consider it as a valuable piece of marketing content.

Aside from helping your company generate media coverage, press releases offer several benefits.

• Brand exposure: Press releases can help create brand awareness by sharing your company's news, updates, or achievements. This exposure can attract potential customers and increase brand recognition.
• SEO benefits: Press releases distributed online can improve your search engine rankings. Including relevant keywords and links in your press release can help boost your website's visibility in search results.
• Investor and stakeholder communication: Press releases are an effective way to communicate with investors, shareholders, and other stakeholders, keeping them informed about significant company announcements, financial results, or strategic initiatives.
• Crisis management: When you’re stuck in a challenging situation, a well-crafted press release can help control the narrative, provide accurate information, and manage public perception.

While there's no cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way:

• New Product Launches

Mergers and Acquisitions

Product updates, grand openings, new partnerships.

• Executive Promotions/Hiring

Product Launches

The product launch type of press release is valuable to get the word out about the new solutions your organization is offering to consumers.

It should emphasize the product's specs, pricing, availability, and any other details that may be valuable to consumers.

Organizational change is noteworthy enough to warrant a press release, especially for informing current and future stakeholders about the growth and trajectory of a company.

To announce an acquisition or merger, include details about all organizations involved, information about the merger or acquisition, and quotes from the leadership teams.

Similar to a new product launch, product updates and expansions are also ripe for promotion. Explain what the change is, why it was made, and how it benefits the user.

Press releases are an important component of event marketing to attract promotion from news outlets and other media sources.

You'll want to include:

• What the event is about
• Who should consider attending
• When and where it will be held

Whether you opened up a new office, relocated, or are opening for the first time, announce the details with a grand opening press release.

Announce the date and location the grand opening will be held, who is involved, how the grand opening is being celebrated, and the reason for the move (if applicable).

Similar to mergers and acquisitions, a press release announcing new partnerships is a mutually beneficial marketing tactic.

To effectively execute this type of release, be sure to write a summary about each company, why the partnership was created, who benefits, and any additional important details for current and future stakeholders.

Rebranding is a difficult thing for any business to do, and it can occasionally result in confusion and awkwardness.

One way to make the transition smoother is by announcing the rebrand with a press release, including details on what is changing, the reason for making the change, dates the changes go into effect, and quotes from the leadership team.

Executive Team Changes

Executives often serve as faces of the company, and a press release functions to kick off this role.

It may include biographical information to establish their credibility along with a photo and other pertinent details.

When it comes to business excellence, it's OK to brag. Press releases about awards and accomplishments serve to cement your organization as an authority in your space.

Such a press release includes information about the company and why they were given the award, information about the award itself, and details about the ceremony (if applicable).

Press Release Format

• Contact information and 'For Immediate Release' at the top.
• Title and italicized subheading to summarize the news.
• News location and news peg in opening line.
• Two to three paragraphs to add context and additional details.
• Bulleted facts and/or figures.
• Company description at the bottom.
• Three pound symbols (###) at the end to signify the end of the release.

When formatting a press release, you want to write it in a newsy, straightforward way so a journalist who might write about it can imagine it as an article on their news site.

To start, here are the basics every press release should include:

• Your contact information located on the top left corner
• The phrase “For immediate release” located on the top right
• A headline that quickly explains the announcement
• Your business location in the first sentence of the press release
• A quick bio about your company at the end of your press release.

You also might want to include “###” or another signifier to show the journalist that the release has ended. In the past, this prevented busy journalists from waiting or flipping the page for more information when there was no more news. However, this tradition is still adopted and highly-respected today .

Now, onto the body of your press release:

• Your first paragraph should state what the announcement while providing some context around your business and what it does.
• The next two to three paragraphs should include quotes from a company spokesperson or business executive to explain the “why” behind this announcement.
• Your last paragraph should be an “About Us” section that explains what your company is and what it offers.

In this example, Catbrella Inc., a fictitious ad agency that just gained its 10th Twitter follower after two years of paid social media efforts, announces its achievement in a press release.

*Disclaimer: HubSpot is entirely responsible for the silliness of this faux announcement.

• Write a compelling headline.
• Add more context with a subheadline.
• Convey the news value to the press.
• Offer a tempting quote.
• Provide valuable background information on the subject.
• Summarize the ‘who’ and the ‘what’ in a boilerplate.
• Include contact information.
• Proofread before publishing.

Writing a press release to break important company news can help businesses grow better, but doing it right is just as important. Here's how to write a press release, like the one above, step-by-step.

1. Write a compelling headline.

You‘ve got your announcement in mind, and now it’s time to get it down in words to share with your community, industry, and followers.

Just like writing the perfect blog post title , setting up your press release for success starts with your headline. You only have one line to work with, which can seem scary, but consider your words carefully to make your headline captivating.

Here are some tips to make your headline stand out:

• Use action verbs.
• Be specific.
• Keep it short.

Most importantly, make it interesting: Keep in mind that reporters get dozens, if not hundreds, of releases each day, so invest the time to write a compelling headline.

Consumers, on the other hand, see news stories all over their timelines. As such, your headline needs to be interesting enough to reel them in.

2. Add more context with a subheadline.

While your headline is meant to draw readers in, your subheadline gives readers a better idea of the news you’re sharing.

When crafting your subheadline, aim to encapsulate your press release in one sentence. Make sure it supports the headline you crafted to entice people to keep reading.

3. Convey the news value to the press.

If you want your press release to be newsworthy, you have to give readers a reason to care.

A good way to ensure this is by using the reverse pyramid formula when writing your press release: Going from the most important information to the least important.

While the first paragraph of your release should explain the who, what, where, the second paragraph should cover the why.

Reporters don‘t have a ton of time to sift through details and fluffy background information — they just need the facts that’ll help them tell your story to someone else from a position of authority.

There shouldn't be any new, crucial information covered after these sections because the readers could potentially miss them.

4. Offer a tempting quote.

Once you‘ve set the scene, it’s time to bring your details to life with a quote that reporters can use for context around your announcement and help paint a picture of how your news affects the given industry, customer base, and landscape.

Ideally, quotes will be from key stakeholders in your company including your executive team, project leads, or those directly impacted by your announcement.

Quoting key figures and authorities underlines the importance of your development. The chosen quote should shape your narrative and emphasize the core of the announcement.

Don't ask everyone in your office for a comment or feel compelled to quote all 25 people included in the acquisition. Pick one or two critical spokespeople and focus the quotes around their unique perspective.

5. Provide valuable background information on the subject.

In this last paragraph, keep in mind that the reader should already have key details they need regarding your announcement.

Offer details here that strengthen your narrative, like creative or noteworthy ways your company developed the project or announcement at hand. Or, when applicable, comment on the future implications of your announcement.

Another good way to add value to your press release is by using newsjacking . A process of relating your press release to something currently going on to make it more valuable to the journalist and reader.

6. Summarize the “who” and the “what” in a boilerplate.

Twitter is chock-full of reporters lamenting press releases or pitches that don't clearly explain what the company does or what the announcement is actually about.

Describe what your company does in clear, plain language and include a link to your company's website early on.

If you cite data, include a reference link for the data source, and make sure every name in the release has an associated title and company as well.

7. Include contact information.

Make it easier for journalists to reach out to your company by providing your media contact information. This allows them to quickly get in touch with you to get additional details, schedule an interview, or request accompanying visuals or materials.

It can also help streamline the communication process and increase the likelihood of receiving media coverage or engaging in further dialogue with journalists or relevant stakeholders.

When giving your contact information, be sure to include:

• Your contact person’s name
• Email address
• Phone number

8. Proofread before publishing.

As with anything else you write, you should always proofread your press release before sending it out to the media. You want to present your company in the best light possible, and typos can distract from your message.

Take the time to do one final read through before publishing. Better yet, have an editor or colleague look at it. This gives you the opportunity to tweak sentences, fix any confusing parts, double-check the formatting, and ensure that it’s easy to read and understand. The last thing you want is to announce big news with a typo that takes the public's attention over the subject matter. In addition to proofreading your press release, utilizing a tool like HubSpot's AI paragraph rewriter can further enhance the clarity and coherence of your message.

To keep yourself honest on this front, ask a colleague to read the release without context and ask them to relay the information back to you. If they can't recall the who, what, or why get back to the drawing board.

Press Release Templates

Now, it’s finally time to write your press release. How do you even begin? Use the templates below to guide your press release creation process. Each document has placeholders for the critical information you need to include, depending on the announcement you’re making.

1. New Product Press Release Template

Download This Press Release Template for Free

Adding a new product to your existing lineup is always an exciting development, one that you should announce the moment you’re ready to generate interest, jumpstart sales, and get early signups. This press release template from HubSpot allows you to do just that in a succinct manner, while still advertising the benefits and features that you’re offering customers.

You can also share when the product will be available, how much it costs, and where to find more information. This sort of critical intel is essential to drive early qualified leads.

2. Startup Fundraising Press Release Template

Use this template to announce a new round of fundraising for your business. You can include a quote from your investor and one from your representative, as well as the reasons for why you’re fundraising.

Fundraising is one of the most critical things you need to do for your startup, regardless of which stage your company is in — whether you’re still in the developing stages or at a more mature level. You might already have a few rounds of funding under your belt, but if you’re delving into a new round, the public should know.

Using this press release template will not only help you build buzz around your company, but help you attract the attention of angel investors looking for new, growing startups to invest in.

3. New Partnership Press Release Template

If you’re partnering with another business to offer an improved product or a new integration, use this press release template. You get space to describe the new benefits and features customers will enjoy, as well as direct quotes from your and your partner’s representatives.

A partnership announcement will generate excitement for your mutual collaboration and allow you to attach your name to another leading company (and vice versa, for your partner). Note: If you’re merging or acquiring another company, we have a different template for that — download it here with the rest of the kit .

4. Momentum or Milestone Press Release Template

Milestones are absolutely worth announcing — especially if you’re a public company or planning to seek funding from investors. Use this template to share your milestone, why it’s important, and which successes you’ve recently experienced. In addition, you can share direct quotes from your executives and directors about the positive impact of the momentum you’re seeing.

Not sure what a milestone press release can look like? Here's one example from HubSpot .

5. New Executive Hire Press Release Template

Whether you’ve recently hired a new Chief Marketing Officer or on-boarded another high-level executive to your Board of Directors, it’s essential to announce these major changes. It not only helps the public get to know your leadership team, but helps your own company experience the excitement of having a new executive on their side. Plus, it can be an excellent morale booster for your new hire.

Use this template to do just that. You have space to share direct quotes and specific examples of why your newest executive is such a great fit for your company.

Looking for more? The kit below includes all of the above press release templates, plus more templates based on the type of announcement your company wants to make.

This template kit also offers creative replacements for the traditional press release and a guide on how to create a comprehensive promotional plan. You'll have exactly what you need to drive brand awareness and stand out among your competitors.

Many people think press releases have to be chock full of buzzwords and branded terms.

Instead of stuffing your next release with industry jargon, take a page out of our book (OK fine, ebook), The Newsworthy Guide to Inbound Public Relations , and brainstorm some creative approaches for your next announcement.

Can you include new data? A remarkable graphic or video? A shareable SlideShare? If so, a creative angle can help carry your content and increase the likelihood of social sharing.

Now, to get you thinking on the right track, take a look at some creative press release examples below, the type of news each one is reporting on, and what makes the release unique:

1. Microsoft

Type of press release: acquisition.

Image Source

The first thing that stands out in this press release is the headline. It tells a full story without being too long: It covers who's involved (Microsoft and Activision), what's happening (an acquisition), and why it matters (to bring the joy and community of gaming to everyone).

Throughout the press release, you get quotes from leaders in both organizations, helping explain the benefit of this acquisition and how it will move the industry forward.

What We Like: Context is everything. Toward the bottom of the press release, you get additional context surrounding each company's market share and how this acquisition will impact the industry.

2. Flourish

Type of press release: team and office expansion.

Organizational changes can seem relatively boring. One way to generate some interest is to include visual elements to add more dimension to the story.

In this press release announcing a team and office expansion, venture capital firm Flourish shares photos of some new hires right at the top, immediately drawing readers in.

The release dives into the reason behind the expansion and the key areas of focus moving forward. Then, we get a quick bio for each hire featured in the image, which can help build excitement surrounding the brand's future.

What We Like: This author went the extra step and added visual elements in this press release, helping to draw readers in and give prominent names to faces.

3. SuperCom

Type of press release: event.

As the shortest press release in the bunch, SuperCom shows that less is often more.

In this release, security solutions company SuperCom announced its participation in an upcoming conference.

When it comes to events, the most important details are date and location. As long as you have those key pieces, everything else is a bonus.

Pro Tip: Take time to get a quote or two from leadership to help get more buzz around timely press releases or event announcements. One thing that would've elevated this release is a quote on who can benefit from attending this event and why, as a way to reel in potential attendees.

Type of press release: Program launch

We've also crafted this comprehensive, easy-to-follow press release template complete with a promotional plan and considerations for your next announcement. We use these same guidelines when writing and formatting our releases here at HubSpot, and created a faux, sample release to illustrate what content goes where and why.

5. JetBlue and Spirit Airlines

Type of press release: new partnership (in progress).

It's big news for business partnerships to be announced, and even bigger when it's between household names. JetBlue and Spirit Airlines have been making headlines for divestiture news and have kept the public up to snuff on the current state of the agreement.

What We Like: Readers get to see multiple quotes from JetBlue's CEO, and get to know which exact airport holdings can be affected and transferred if the deal is made official.

Writing a press release is really only half the battle. Once you‘re finished with production, it’ll be time to focus on distribution.

Of course, we're all familiar with the traditional distribution levers we can pull, which include publishing the press release on our website/blog as well as sharing the press release with our followers/subscribers via social media and email.

To get the maximum amount of distribution possible, here are some tips you can follow.

1. Reach out to specific journalists.

Instead of blasting a press release out to every journalist you can find an email address for, focus on a few journalists who have experience covering your industry (and company, hopefully) and send them personalized messages.

Connect the dots. Show why what you wrote connects to what they write.

Pro Tip: Meltwater's press distribution service integrates with the Meltwater media database that connects these dots for you.

2. Send the release to top journalists the day before.

Give journalists some time to craft a story around your press release by sending it to them — under embargo — the day before it officially goes live.

“Under embargo” just means they aren't allowed to share the information in the press release until the time you specify.

3. To avoid competition, don't publish your release on the hour.

If you're publishing your press release on a distribution service like PR Newswire or Business Wire, avoid publishing it on the hour (e.g., 1 p.m., or 3 p.m., or 5 p.m.).

The reason? Most companies schedule their releases to go out on the hour, which means if your release goes out on the hour too, it's more likely to get lost in the shuffle.

Instead, try going with a more distinct time (e.g., 1:12 p.m., or 3:18 p.m., or 5:22 p.m.).

4. Share your media coverage.

If all goes according to plan, and your press release gets picked up by the media, your job still isn't finished.

To keep the buzz going, you can release a “second wave” of distribution by sharing the specific stories that news outlets write based on your press release.

Pro Tip: You can also share the news on your digital channels, like social media and email, to bring awareness to your announcement.

How To Stand Out In The News

The key to keeping your PR strategy new school is forgetting preconceived notions of what public relations is and instead focusing on creating highly remarkable content. Instead of ditching releases as a tactic, give them a modern makeover to make them more useful for your marketing.

Think about how you've used inbound methods to transform your marketing strategies to be more personalized, approachable, and build relationships. Those same principles apply to your PR strategy: Create content to craft your own story and use tactful outreach to get the media familiar with (and excited about) your brand.

Editor's note: This post was originally published in November 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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Public Relations

How to Write a Press Release

There are few items more closely associated with the communications industry than press releases – it’s important for people interested in the field or new to a communications job to understand the purpose of a press release and to know how to write one.

Here are some tips for writing a great press release:

The purpose of a press release

Organizations use press releases to relay important announcements to key audiences, including investors, consumers and the media.

How to send out a press release

Organizations or their representatives can send press releases directly to key stakeholders or through services such as PR Newswire or Business Wire , which specialize in press release distribution.

Key points to consider when writing a press release

The following points are important to remember when writing a press release:

• This is not a creative exercise. Writing a press release is not an opportunity to experiment with flowery prose or lay out personal opinions. As a piece of business writing, you should employ clear, concise language. People who read a press release should be able to quickly and fully understand the announcement.
• Cover the 5 W’s. A reader should walk away understanding the 5 W’s – Who, What, When, Where and Why – whenever relevant. Who is responsible for this new corporate segment? What will happen as a result of this announcement? When will this event take place or this change be implemented? Where will certain meetings take place? Why is this change or event occurring?
• Skip the jargon. While it’s sometimes impossible to completely avoid financial or legal language in a corporate press release, investors, consumers and the media all need to be able to understand what the release actually states.
• Keep it concise. A press release tends to be between 3-5 paragraphs, though the length can vary depending on the information you need to include.

Why press releases are still relevant

Despite the rise in corporate social media accounts and digital media, a standard press release is still a key tool in business. Press releases remain a valuable and reliable source of information for investors, consumers and the media. Additionally, press releases are often the core building block for other forms of communication – a company might link to a press release in a tweet, or use language from a press release in a video of a CEO, a letter to employees, or on a call with investors and analysts.

What to do after sending a press release

The next steps following a press release vary based on the goal. Is an organization launching a new initiative that it wants the public to be aware of? In that case, it makes sense to follow up with media interviews to broadcast the company’s message.

Press releases tend to follow this dependable template:

Headline Describing the Main Point Subhead Providing Additional Detail or Describing Secondary Announcement

CITY, State, Date – Opening paragraph providing clear announcement.

Quote from CEO or other organizational leader offering support or rationale for the announcement.

Paragraph providing additional details.

About [Organization Name]

Boilerplate description of the organization.

Contact Name Title / Organization Name Telephone E-Mail

Once you have the template filled in, the finished product will highlight all of the key parts of your announcement in an engaging and compelling way.

Next, get more career tips for internships and entry-level jobs such as How to Be a Team Player  and find answers to common interview questions such as What Motivates You?

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11 great press release examples (plus tips)

Press releases are an important tool to help companies communicate information to the public. Here's our beginner-friendly guide as well as 11 examples.

Falencia Naoenz , Jessica Tan , Patricia Leuterio

Every company needs to maintain its image and reputation through a consistent series of public relations efforts. One of the main tools of public relations is a press release — an official, written announcement from an organization to the public.

PR professionals will publish releases on their websites and send them out to journalists in an effort to land earned media coverage.

It’s important to note that journalists vastly prefer releases that are relevant to their audiences.

Business journalists, for example, would look for corporate merger announcements, while consumer-centric media prioritize stories about the latest product launches.

Below, we’ll share a few tips for beginner PR practitioners who want to write a strong press release on their own.

Basics of writing press releases

Tip 1: evaluate the topic.

The first step is to acknowledge and evaluate whether the press release’s topic or angle is relevant to the target media .

Is this the same kind of story the journalist covers regularly? Would the journalist’s readers gain any benefit from knowing this information?

Common press release topics include new product launches, mergers and acquisitions, product updates, events, grand openings, new partnerships, rebranding, executive promotions/hirings, industry awards, and more.

The above press release is an excellent example of a product launch announcement that would cater to consumer-centric media. Business journalists may also be able to glean some value by examining the partnership.

Tip 2: Write a clear headline

The press release headline is the part that you hope will appear on the front page of the news outlet. Therefore, the headline must be clear, captivating, jargon-free, and focused on the key message you want to convey.

Ideally, by only reading your headline, the journalists (and the readers) can get the entire idea of what the news is all about.

The above press release hits the mark in this respect. It is clear and concise. By only reading the headline, the audience immediately knows the advantages of the new golf ball.

Most importantly, the brand’s unique selling points appear in the headline. So if readers decide to click away from the news without reading further, the message has still effectively been delivered.

Tip 3: Insert key information in the first paragraph

After the headline, the first paragraph of the press release must answer the 5W+1H questions: who, what, where, when, why, and how. These days, the average person’s attention span is only around eight seconds .

It’s important to deliver all the key information right away. If you put crucial information after this section (e.g. burying the lead), there’s a greater chance readers will miss it.

In short, your press release flow should follow the “reverse pyramid” formula:

Tip 4: Add a press release summary

One great way to “hook” the journalists’ attention is by adding important bullet points before the first paragraph . The bullet points are meant to summarize the news.

When busy journalists take a look at it, they’ll be able to instantly grasp all the important messages of the release and decide in the blink of an eye whether or not to run with the story. Bullet points let readers skim quickly; hence you’ll need to include all essential data and numbers in this section.

As you can see, Johnson & Johnson’s press release uses clear, straightforward bullet points so that readers can grasp all the key information before reading further. Announcing the new vaccine launch, J&J answers most of the anticipated questions, such as the USP (first single-shot vaccine), supporting data, and availability.

Tip 5: Insert quotes

A great press release always has substantial, relevant quotes from spokespersons .

The media is generally interested in hearing from public figures, experts, reputable organizations, or company executives. To ensure that your announcement is legit, make sure to add quotes from reputable individuals on the brand side.

Use this to your advantage, focus on featuring at least one company executive when announcing a business update. Meanwhile, when promoting a new collaboration with other parties, ideally, all the relevant stakeholders should provide a quote too.

Tip 6: Use data

To make your press release irresistible, be sure to add background information about the topic. By providing the industry landscape upfront for the journalist, you’re able to do half the job for them. It’s often overlooked, but providing this kind of data is one of the easiest ways to make your release feel more down-to-Earth and not overtly promotional.

For example, if you launch a new food product specifically for kids, it is wise to inject proof points about the trends in adolescent snacking, the market potential, and the typical problems that parents face.

Another way to add value to your press release is by ‘newsjacking,’ or relating your announcement to current events.

The above press release example by Jellysmack – a global video creator company – is on-point. On Valentine’s Day, the firm highlighted a new trend in which social media audiences were becoming increasingly interested in content created by couples. The company added multiple data points to back its claims and then explained why the trend was happening.

Follow these tips and you’re on your way to grasping how to write a press release that gets results.

Additional press release examples

Press release can be powerful for companies and brands that need to communicate with the public via the media. They inform the public about a brand's latest corporate actions, particularly those that will impact the company and its customers.

Pro tip: Because it's the media that picks up a press release and turns it into a story, companies must ensure that their updates and announcements are in fact newsworthy, and not just business-as-usual happenings.

1. Product launches

Announcing the launch of a new product is one of the most common reasons for issuing a press release. This type of release generally carries a positive and upbeat tone, as it aims to create excitement and awareness for the brand's new product.

Product launch press releases contain key info, such as technical specifications, uses of the product, and of course, advantages for the customers. TikTok’s release on the launch of its Dare Me app, for example, mentions in the second paragraph how users can interact with each other and monetize content via the platform.

It's essential to understand that a press release for a product launch is not an isolated event. Typically, it's the culmination of a strategic public relations campaign. This campaign often involves a series of narratives that build up to the product launch, positioning it as a solution to previously highlighted issues.

Therefore, when crafting a product launch press release, it's crucial to ensure that it presents the product as a solution, directly addressing the problems outlined in earlier communications.

2. Product updates

Solutions and software often undergo upgrades, with considerable changes meriting a press release. Similar to product launches, product update PR should contain key info on what the new and improved features are, along with the benefits users will get.

Software giant Oracle released a big update to Java, now available as Java 17. The release hammers home the superiority of the latest version, namely with regard to software development. This shows that the release knows exactly who its audience will be: tech-related publications read by IT professionals.

3. Mergers and acquisitions

Mergers and acquisitions constitute major corporate moves that require announcements via press release. These are carefully crafted to ensure accuracy and transparency, as they will typically be noticed by competitors, industry players, and market analysts.

Companies can choose whether to partially or fully disclose the financial aspects their M&A deals. Most usually include quotes from companies involved in the deal to show that all sides recognize and support the corporate action. Further, this type of release outlines the ways a merger and acquisition will impact business operations while enhancing the products and services delivered to the market.

4. Partnerships

Forming a big new partnership is another reason to make a formal announcement. These are highly strategic corporate actions that will hopefully boost a brand's standing in the market. Again, partnership announcements need to emphasize which segment of business, product, or service the two or more companies will collaborate on.

Tech behemoths SAP and Amazon revealed their strategic partnership through a joint press release. The release clearly mentions which business units and solutions (Amazon Business and SAP Ariba) will tie-up with one another, given that both companies support a range of business arms. Even better, the release inserts a quote from a client who gives good word on the expected benefits of the partnership.

5. Awards and recognitions

Winning an award is a moment of pride for companies. Accolades acknowledge the excellence of a brand. This can be a valid reason for a company to distribute a press release, in the context of spotlighting its achievements.

For example, The Red Dot: Brands and Communications Design 2021 is a prestigious, international award that acknowledges brands for their leadership in product design, communication design, and design concepts. Designit issued a press release after winning an award. Given that awards have multiple categories, press releases such as Designit’s need to specify the categories won, as well as other key facts about how and why the firm clinched the award.

Organizers typically send out press releases weeks before an event, not just to raise awareness about the upcoming activity, but also to entice people to attend the event. Doing so can be important for public events, in which organizers need to generate a minimum amount of ticket sales to break even.

Like MIT Sloan’s announcement of its CFO summit, event press releases must lay out all the important details of an event – from dates to themes and more. For conferences, listing down the names of prestigious speakers who will be there can help to draw the audience in for registration via a link provided or website mentioned.

7. New hires

Announcing new hires is a way to get to know your company better. Who works for you and their experiences illustrate your company’s or business’ values at work, and will also give your clients and audience an idea of who they are, their expertise, and what they bring to the table.

This press release is on point and concise, but still includes relevant quotes, visuals like photos, and newsworthy information about them. This new hire PR from eBay shows us how it’s done: concise and straightforward, yet still has everything you need to know about him.

Quotes from the newly appointed CEO and the company’s board chairperson show how much they value good leadership, and bits about the new hire make the clients and audience understand why they can trust the company more.  

8. New business

Announcing a new business can be quite tricky when it comes to marketing it. However, it can be made easy with a press release. These press releases can not only include information about the business and its products, but also about the founders, their principles, and what drove them to pursue the business.

A well-written new business PR can bring the business closer to its consumers’ needs, such as this one for Apple TV+ , Apple’s own streaming platform which brings together all your favorite channels in one. This PR included all the new platform’s features and assures its audience that this is the future of television.

9. Campaign launches

Campaign launches are a unique way of letting your company’s clients and audience know that you are proactive in showing your values and what you advocate for. It can also be an effective storytelling tool on special occasions or on holidays, like Christmas or Valentine’s Day.

Take Coca-Cola’s summer campaign from 2019 for example, where they released a TV ad that shows how each sip of Coke brings back good memories.

The PR itself is concise and makes its consumers experience an immersive, evocative journey when they watch the ad.

10. Social causes

A great way of showing that your brand or company also is active in your community and values is to create press releases that show your activity for social causes and advocacies, such as charity work, or programs for the underprivileged. Ogilvy, one of the world’s leading marketing and advertising companies, shows its solidarity with small businesses in the US affected by economic challenges during the COVID-19 pandemic.

They ran a press release showing the launch of Small Unites, an advocacy program rallying customers and communities across the US to support small businesses at the height of the pandemic.

Creating charity press releases shows that your company does not only work towards achieving its goals, but also makes sure it cares for its own community

11. Crisis communications

When crises happen, brands and companies need to have strategies to be able to react to negative information quickly and effectively.

One should never neglect the risks of letting such a situation be left unaddressed; pretending nothing happened and hoping people forget the issue can sabotage the good standing of your brand.

Target, one of the retail giants in the US, experienced a data breach in 2014, causing chaos among their customers.

To assure their customers of their data safety and the company’s actions towards safeguarding them, the company published press releases updating customers during steps in the handling journey, such as this one updating its customers of their ongoing investigation.

In essence, the success of a press release hinges on strategic planning and alignment with key narratives. By partnering effectively with media and addressing industry challenges, organizations can communicate effectively and strengthen their market presence.

Save time and money when creating and distributing high-quality PR with ContentGrow. Sign up to get your campaign started or book a quick call with our team to learn more.

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Authors: How to write a press release for your book

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Journalists delete dozens of press releases each day. Dozens! I only write about a small fraction of the releases that pop up in my inbox.

So how do you get a journalist to write about your book? Keep in mind that my experience is in newspaper and online journalism, and things might work slightly differently for other types of media. But follow these rules, and you’re bound to get more media attention for your book.

Here’s how to create a press release that will catch the eye of a journalist:

Make it newsy. I don’t give a hoot that you just published your first book. Unless you’re Snooki and I’m a tabloid, it’s highly unlikely that I’m going to write a story about you and your book.

Pitch yourself well, and hey, it could happen.

What I care about is breaking news. So it’s up to you to find a way to make your book release sound newsy. The best way to do this is to present yourself as a source on a newsy topic or identify a trend that you’re qualified to speak about. Give the journalist reason to interview you, and hopefully when he quotes you, he’ll mention your book.

For example, no publication (well, other than The New York Times book review and Oprah Magazine, of course) is going to write about my book , Please Send Pants . What they might write about or discuss on television or radio is the trend of taking a career break to travel or women traveling alone. And guess who would be the perfect source for those stories? Me! That’s how I’d pitch myself in a release.

(Yes, this is easier with a nonfiction book, but I think you can accomplish it for most fiction, too.)

Target, target, target. Don’t spam every journalist and her mother with your press release, hoping it will stick. Find publications that write about what your newsy topic, figure out which journalist writes those stories, and pitch that specific journalist .

Yes, this takes time and effort and detective work, both to figure out who that person is and to find their e-mail address. It often takes more work than writing the actual release. But it significantly increases your chances of getting covered. Guess what’s likely to happen to your press release if you send it to the general news desk at your dream publication? (Unless you’re Snooki.) Nobody will notice it. If you send it to the journalist who covers that beat, even if he’s not ready to write about your topic at that very moment, he might think of you as a source down the road.

Cater to each journalist you pitch. Like with a cover letter, your pitch will be far more effective if you cater it to the needs of whoever you send it to. You can quickly blast an entire list of journalists with your press release, but you’ll be more likely to get coverage if you make that release relevant for each individual journalist. I’m not talking about rewriting the release a dozen times, just tweaking it.

Here’s a good example: A week or so ago, a school released a study about how standing tall makes us act more in charge. If the public-relations professional had pitched it to me like that in an e-mail, I probably would’ve tossed it out like all the other press releases that clogged my inbox that day. Instead, she told me why job seekers — my target audience — would care: because they’re more likely to succeed in an interview if they stand or sit up straight. I liked that practical angle, and ended up writing about it .

Write the journalist a personal note. After you paste the press release into the e-mail, write a personal note at the top. Introduce yourself and tell me — in three sentences , not three paragraphs — why you’re sending me the release and why I should care.

This is when it pays to do the legwork yourself, rather than hire a publicist. Because if the note is from the actual source, so long as that person is cogent and brief, I pay more attention than if someone else writes to me on behalf of that person. Because in general, I don’t like working with publicists. It makes extra work for me, because I have to go through them to get to the person I want to talk to. It forces me to take a risk on the actual source; I have no idea whether they know how to string together a sentence, I only know the publicist can string together a sentence. Also, public-relations folks tend to want a conference call, rather than simply helping me set up an interview with the source, which is annoying for a bunch of reasons I won’t go into here. (Because I’ve ranted enough.) What I’m saying is, if you know how to promote your book yourself, the pitch is better off coming from you.

In that short personal note, address me by name, and I’ll probably read it all the way through. Which means I’m more likely to consider your pitch than if I just skimmed the release. Because when a releases lacks a personal note, I’d guess I spend less than 10 seconds looking it over to decide whether I’m interested. Yup, you put all that work into the press release, and I delete it in 10 seconds. And that’s exactly why it’s crucial to…

Get to the point. Fast. If not in the title, then in the first sentence. Tell me right away what you have to offer. And keep your press release short, no longer than a few paragraphs. Because if I’m only spending 10 seconds judging what you have to offer, you only want your best content in that pitch.

What do you mean, you can’t cut your pitch down to a few paragraphs? You’re a writer . Try harder.

Display your contact information prominently. Give me an e-mail (that’s how I usually make my first contact), phone number and website. If you’re pitching an event, I love releases that lay out all the information at the top, like an invitation:

What: Your one-line pitch When: Date and time Where: Your venue

Offer an e-version. No, this does not mean a PDF, as one poor PR professional thought when I asked him for one earlier this month. I’m talking about an electronic version of the release, you know, on that new-age thing called a website. Why? Because even if I’m not interested in writing a story about your pitch, I might want to share it with my networks on Facebook and Twitter, which usually works in your favor. And I’ll only do that if you make it easy for me.

Know the power of local. If you’re from San Diego, you’re far more likely to get coverage from San Diego media than from television or radio or print media in upstate New York. That’s because readers like to read about people who are like them, and reporters are tasked with finding those people.

The local angle is so powerful that it might even trump the newsy angle, meaning your local media might want to write about you and your book just because you have some connection to that area. Don’t forget to mention your local ties in your press release when you’re targeting local media. Same for pitching alumni publications.

Have you had luck reaching out to media? What worked for you? What aspects of book promotion do you find most difficult?

Photo credit: Flickr’s Orijinal.

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32 replies to “authors: how to write a press release for your book”.

Alexis, thanks for sharing these tips on press releases. I’ll be writing several over the coming weeks, and I appreciate your advice. I’ll be taking the main release and then targeting it to specific publications in specific cities.

I really like what you say about putting the press release on my website.

Glad to help! Hope your promotion is successful!

Thanks! Great info. I’ll pass this on to our authors.

I’ve never thought about getting press releases out before. Thanks for sharing. Even though I’m extremely far from this point in my publishing journey, I’ll be bookmarking this post for when I’m ready. And I can’t help but notice that many of these tips will come in handy come query letter time, so double thanks.

Excellent post, Alexis! It’s so interesting to read these tips from a journalists perspective, since most of what I know comes from working in PR. I was especially interested in where you said you don’t like working with publicists because it’s sometimes difficult to get to the source, among other reasons; I’d love to chat with you about these some other time! I’m always looking for ways that I can improve working with the media.

As for writing a targeted pitch, it’s sad that this even needs to be a legitimate tip…but people STILL send untargeted pitches. So bad. I get them on my book review blog and every time I get one, it encourages me even more to take the time to personalize each pitch because it really does make me feel good when I get a pitch that was actually targeted to me!

Hey Jess — Happy to talk. I’ve worked with some fabulous publicists too, of course. But in general I’d prefer the pitch come from the author/expert. I wonder why more publicists don’t guide the author through the process — help her target, write the release, etc. — and then let the author pitch directly. Best of both worlds! Kind of like a PR coach 🙂

Thanks Alexis, this is incredibly useful for anyone writing a press release, not just authors spreading the word about their books. I’ll be using your tips for an upcoming event I’m organizing here in Beijing!

Alexis, This is great. Thanks so much. I will be utilizing these tips soon, as my memoir comes out this year.

Thanks so much for sharing this info! Press releases are something that I’ve found “mystifying”, so this was extremely helpful!

I found your site through GoodReads and am glad I took the time to check your info. You gave a great explanation and I appreciate the help on press release writing. Good luck with your endeavors, Dawn Kunda

This is so good. Thanks for taking the time to share your wisdom once again.

How funny that I’ve published an eBook on writing press releases and showing people how to do it right so its accepted, and even where to submit them, but I’ve never written a press release for my own book (unrelated to press releases, just a teen fiction) that I have written! Derrr.. I’ll have to get on that.

• Pingback: Writing an Author’s Press Release | A place of joy, life and general weirdness.

Thanks for this great post, I have been looking for something that lay it out just like you did on how to write an effective pr.

Thanks for giving me a kick in the right direction. I think like a retired scientist, which is what I am, but I’m going to have to think like a journalist to succeed in marketing my book. It doesn’t matter that I’ve already coauthored three serious reference books by major outlets, because those publishing houses marketed the books. I am on my own with a self-published book. Nothing is guaranteed.

I thought it would be a good idea to do an experiment, i.e., to test the water, so I gave away a few paperback copies to local libraries. The catalog librarian at Baxter County Library indexed “Legalized Killing” at Dewey Decimal 345.93, which put it on the shelf between John Grisham’s “The Innocent Man” and a thick reference book, “The Dred Scott Case.” The library has two copies of Grisham’s book, and they stay checked out most of the time. Mine has been out at the rate of about once monthly. “The Dred Scott Case” has never been checked out. So I know my book will fly if the right journalist calls attention to it (perhaps someone like Mary Grace?). People need to know about the issue it deals with, because there is a new danger out there.

Hi Alexis! Thanks so much for this fantastic post. I’m a young adult fantasy writer, and from your tips I was able to figure out a way to make my novel “newsy”. I can’t wait to publish then really get to use this tip!

*Smiley Faces*

– Cheyenne Lynnae http://www.cheyennelynnae .

Woohoo! Thank you for this awesome post. My debut is coming out next month and I’ve gotta send an editor my release, had no clue how to write one so I googled it and voila, your site. 🙂 I appreciate this bunches. Thanks!

Awesome article. I love it. You were straight to the point and blunt, as well. Press releases aren’t supposed to be difficult, such as a brain surgery. It’s more like a walk in the park with pit bull chasing you – you have to be proactive when pitching your story. Know what direction you want to go before doing so.

Follow me on Twitter: @Courage2Believe

many thanks! this is very helpful. I have just released my third book and never has a press release written before, I figured it is time. I have created a website for the book and a blog, but still trying to figure out the best place to place a release on the site http://www.hunyuanfertility.com any tips appreciated.

I’ve spent more than an hour and a half researching how to do a press release for my children’s book God’s Greatest Miracle. Your tips give me THE MOST confidence because you are “one of them”— who responds, or not, to the p. r. Thank you, Alexis. I am so grateful!

You’re welcome, Margaret! Good luck!

Thank you so much for the useful information! I have one question though; if you have a published a book on Kindle or CreateSpace, do you include the link to the book in the press release?

Yes, that’s smart!

Thanks for this informative post, Alexis! One question: I published my book in February 2013, but never did a press release. Do you think it’s too late now?

Thanks so much! Mary

It’s never too late if you have a great angle/hook!

Thanks Alexis.

That helps. I have to rewrite my publishers press release.

Clear, precise, plain talk information! I will soon release Ministry or Mayhem? a full length non-fiction ministry help but I love writing more than the process we must use to get the word out! Thanks for making it easy! Great tips! Check out “Faith-Amid-Chaos-Volume-1” on Amazon!

Thanks Alexis you have the most helpful information on press release for a book. I really appreciate your site.

This is a great post. I just finished my press release the other day and was searching the web to see how other people were writing theirs. I may tweak mine a little bit but am pretty happy with how mine came out. I just published my first book A Mom’s Point Of View: Beginning Adulthood. The book is meant as a guide for young adults moving out on their own for the first time.

Thank you for any other great article. Where else could anyone get that kind of information in such an ideal means of writing? I’ve a presentation next week, and I’m on the look for such info.

Hi Alexis, thanks for posting this article. Great information for those of us who know we can do this ourselves but are also clueless on what to do. 🙂

Wonderful blog! Do you have any suggestions for aspiring writers? I’m hoping to start my own website soon but I’m a little lost on everything. Would you suggest starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m totally overwhelmed .. Any suggestions? Cheers!

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White   House Office of Science and Technology Policy Releases Celestial Time Standardization Policy

Knowledge of time in distant space operating regimes is fundamental to the scientific discovery, economic development, and international collaboration that form the basis of U.S. leadership in space. Today, the White House Office of Science and Technology Policy (OSTP) is releasing the first-ever U.S. government policy memorandum on time standards at and around celestial bodies other than Earth, building upon the Biden-Harris Administration’s National Cislunar Science and Technology Strategy .

“As NASA, private companies, and space agencies around the world launch missions to the Moon, Mars, and beyond, it’s important that we establish celestial time standards for safety and accuracy,” said OSTP Deputy Director for National Security Steve Welby . “Time passes differently in different parts of space—for example, time appears to pass more slowly where gravity is stronger, like near celestial bodies—and as a result the length of a second on Earth is different to an observer under different gravitational conditions, such as on the Moon. A consistent definition of time among operators in space is critical to successful space situational awareness capabilities, navigation, and communications, all of which are foundational to enable interoperability across the U.S. government and with international partners.”

A unified time standard—Coordinated Lunar Time (LTC)—will act as the established standard to enable cislunar operations and can be tied to Coordinated Universal Time (UTC), the primary time standard globally used to regulate clocks and time on Earth. This policy directs NASA to work with the Departments of Commerce, Defense, State, and Transportation to deliver a strategy for the implementation of LTC no later than December 31, 2026. NASA will also coordinate with other federal agencies as appropriate and international partners through existing international forums, including Artemis Accords partner nations.

More information and the full policy are available here .

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Hospitals Must Get Written Patient Consent for Pelvic Exams, H.H.S. Says

In a letter to teaching hospitals, the federal health agency said that institutions could lose Medicare funding if they didn’t comply.

By Emma Goldberg

The Department of Health and Human Services said on Monday that hospitals must obtain written informed consent from patients before they undergo sensitive examinations — like pelvis and prostate exams — especially if the patients will be under anesthesia.

A New York Times investigation in 2020 found that hospitals, doctors and doctors in training sometimes conducted pelvic exams on women who were under anesthesia, even when those exams were not medically necessary and when the patient had not authorized them. Sometimes these exams were done only for the educational benefit of medical trainees.

On Monday, the secretary of Health and Human Services, along with top officials from the department’s Centers for Medicare and Medicaid Services and Office for Civil Rights, sent a letter to the country’s teaching hospitals and medical schools denouncing the practice of doctors and students conducting the exams without explicit consent.

“The Department is aware of media reports as well as medical and scientific literature highlighting instances where, as part of medical students’ courses of study and training, patients have been subjected to sensitive and intimate examinations,” the letter said. “It is critically important that hospitals set clear guidelines to ensure providers and trainees performing these examinations first obtain and document informed consent.”

The department issued a set of guidelines clarifying a longstanding requirement that hospitals must obtain written informed consent as a condition for participating in Medicare and Medicaid programs.

“Patients who are participating in future clinicians’ education should be aware, should have the opportunity to consent, should be given the same opportunity to participate in that education that they would be given if they were awake and fully clothed,” said Ashley Weitz, who underwent an unauthorized pelvic exam while she was under sedation in an emergency room. “We can only expect to have better trust in medicine when both patients and providers can expect a standard of care that prioritizes patient consent.”

Emma Goldberg is a business reporter covering workplace culture and the ways work is evolving in a time of social and technological change. More about Emma Goldberg

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Biden says he’s working to secure release of Wall Street Journal reporter held for a year in Russia

For Evan Gershkovich, the dozen appearances in Moscow’s courts over the past year have fallen into a pattern.

FILE - Wall Street Journal reporter Evan Gershkovich stands in a glass cage in a courtroom at the Moscow City Court in Moscow, Russia, Oct. 10, 2023. (AP Photo/Alexander Zemlianichenko, File)

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President Joe Biden and first lady Jill Biden, walk off Air Force One, Friday, March 29, 2024, at Andrews Air Force Base, Md. Biden is returning from New York after a fundraiser. (AP Photo/Alex Brandon)

A billboard calling for release of Wall Street Journal reporter Evan Gershkovich, is seen on the one year anniversary of his imprisonment in Russia, in New York’s Times Square, Friday, March. 29, 2024. (AP Photo/Yuki Iwamura)

FILE - Wall Street Journal reporter Evan Gershkovich stands in a glass cage in a courtroom at the Moscow City Court, in Moscow, Russia, Dec. 14, 2023. (AP Photo/Dmitry Serebryakov)

Hunter Biden and is wife Melissa and family, arrive with President Biden on Air Force One, Friday, March 29, 2024, at Andrews Air Force Base, Md. President Biden is returning from New York after a fundraiser. (AP Photo/Alex Brandon)

NEW YORK (AP) — On the one-year anniversary of the Russian detention of Wall Street Journal reporter Evan Gershkovich , President Joe Biden said the U.S. is working every day to secure his release.

“Journalism is not a crime, and Evan went to Russia to do his job as a reporter — risking his safety to shine the light of truth on Russia’s brutal aggression against Ukraine,” Biden said in a statement Friday.

Biden told reporters later Friday that he held Gershkovich in high regard.

“I admire the hell out of him,” Biden said before he traveled from Joint Base Andrews in Maryland to the Camp David presidential retreat. “We’re not giving up.”

Gershkovich was arrested while on a reporting trip to the Ural Mountains city of Yekaterinburg. The Federal Security Service, or FSB, alleges he was acting on U.S. orders to collect state secrets but provided no evidence to support the accusation, which he, the Journal and the U.S. government deny. Washington designated him as wrongfully detained .

On Friday, there was a giant blank space on the front page of The Wall Street Journal, with an image at the top of the page of Gershkovich in the newspaper’s signature pencil drawing and a headline that read: “His Story Should be Here.”

A recent court hearing offered little new information on Gershkovich’s case. He was ordered to remain behind bars pending trial at least until June 30, the fifth extension of his detention.

But the periodic court hearings at least give Gershkovich’s family and friends and U.S. officials a glimpse of him. And for the 32-year-old journalist , it’s a break from his otherwise largely monotonous prison routine.

Biden said in the statement that he would never give up hope.

“We will continue working every day to secure his release,” the Democratic president said. “We will continue to denounce and impose costs for Russia’s appalling attempts to use Americans as bargaining chips. And we will continue to stand strong against all those who seek to attack the press or target journalists — the pillars of free society.”

Biden said that the U.S. was working to free all Americans held hostage or wrongfully detained abroad.

Another American accused of espionage is Paul Whelan , a corporate executive from Michigan. He was arrested in 2018 in Russia and sentenced two years later to 16 years in prison. Whelan, who said he traveled to Moscow to attend a friend’s wedding, has maintained his innocence and said the charges against him were fabricated.

Secretary of State Antony Blinken said in a statement that both Gershkovich and Whelan have “remained resilient despite the circumstances of living in Russian detention.”

“People are not bargaining chips,” Blinken said. “Russia should end its practice of arbitrarily detaining individuals for political leverage and should immediately release Evan and Paul.”

Pocan, McGovern, Schakowsky Urge Biden, Blinken to Withhold Weapons Transfers After Humanitarian Aid Workers Killed

WASHINGTON, D.C. – Today, U.S. Representatives Mark Pocan (WI-02), Jim McGovern (MA-02), Jan Schakowsky (IL-09) and 37 of their colleagues sent a letter to President Biden and Secretary of State Blinken asking them to withhold pending offensive weapons transfers to Israel after seven humanitarian aid workers from World Central Kitchen, including one American, were killed in an Israeli airstrike, and to place conditions on future weapons assistance.

“We write to express our shared concern and outrage regarding the recent Israeli airstrike which killed seven World Central Kitchen aid workers, including an American citizen,” the Members wrote. “In light of this incident, we strongly urge you to reconsider your recent decision to authorize the transfer of a new arms package to Israel and to withhold this and any future offensive arms transfers until a full investigation into the airstrike is completed. If this strike is found to have violated U.S. or international law, we urge you to continue withholding these transfers until those responsible are held accountable. We also urge you to withhold these transfers if Israel fails to sufficiently mitigate harm to innocent civilians in Gaza, including aid workers, and if it fails to facilitate – or arbitrarily denies or restricts – the transport and delivery of humanitarian aid into Gaza.”

“It is estimated that over 32,000 people have been killed in Gaza since the start of this war, nearly half of whom are children,” the Members continued. “While we appreciate your administration’s recent efforts to increase the delivery of desperately needed humanitarian aid to Gaza, these efforts will not be sufficient to meet the extraordinary need on the ground. The Israeli government’s restrictions on the flow of aid into Gaza, coupled with the death and grave harm that aid workers have faced during this war, are compounding this hunger crisis. Recent reports indicate that hundreds of aid trucks sit idle outside the Rafah border crossing due to Israel’s restrictions. And now over 200 aid workers have been killed since the start of the war. These attacks and deaths are having a chilling effect with the World Central Kitchen and other humanitarian groups now suspending their operations in Gaza. Until now, World Central Kitchen has provided more than 43 million meals to Palestinians in Gaza, lending support to 68 community kitchens throughout the territory and serving more than 170,000 hot meals each day. Its services are irreplaceable, and its absence will fuel the growing hunger crisis in Gaza.”

“In light of the recent strike against aid workers and the ever-worsening humanitarian crisis, we believe it is unjustifiable to approve these weapons transfers,” the Members concluded. “We again strongly urge you to withhold any offensive weapons transfers until the investigation into the airstrike is concluded and, if it is found this strike violated U.S. or international law, those responsible are held accountable. And we again urge you to ensure that any future military assistance to Israel, including already authorized transfers, is subject to conditions to ensure it is used in compliance with U.S. and international law.”

Click here to see the full text of the letter.

The letter was signed by: Mark Pocan, James McGovern, Jan Schakowsky , Don Beyer, Earl Blumenauer, Jamaal Bowman, Cori Bush, André Carson, Greg Casar, Joaquin Castro, Judy Chu, Madeleine Dean, Mark DeSaulnier, Debbie Dingell, Lloyd Doggett, Veronica Escobar, John Garamendi, Jesús García, Sylvia Garcia, Al Green, Jahana Hayes, Jared Huffman, Sara Jacobs, Pramila Jayapal, Dan Kildee, Barbara Lee, Summer Lee, Betty McCollum, Eleanor Holmes Norton, Alexandria Ocasio-Cortez, Ilhan Omar, Nancy Pelosi, Chellie Pingree, Ayanna Pressley, Delia Ramirez, Melanie Stansbury, Rashida Tlaib, Paul Tonko, Nydia Velázquez, Bonnie Watson Coleman