How to write a press release? Practical guide
Table of Contents
* What is a press release?
* Press release structure
* How to write a press release step by step?
+ Headline
+ Lid (press release introduction)
+ Expansion – main part of the press release
+ Conclusion and contact
* Press release template and examples
* Tips and mistakes to avoid
What is a press release?
A press release is a short informative text that aims to convey information about important events, new products, company achievements or other news-worthy events. The purpose of a press release (often also called a press note) is to interest journalists and publishers who can then publish the information or prepare an article on the topic.
It’s worth knowing that a press release differs from advertising. A well-written press release delivers valuable and interesting information, not aggressive promotion. For example, a short press release about a product launch clearly and accurately conveys all key information instead of focusing on self-promotion.
Press release structure
A well-written press release has a standard structure that makes it easy for journalists to quickly absorb the information. It can be described in a simplified template consisting of:
Headline – a brief, concise title that attracts attention
Lid (or introduction) – answers to the questions “who?”, “what?”, “when?”, “where?” and “why?”
Expansion – the main part of the text that describes the event or topic
Conclusion and contact – contact information and summary or additional information about the company
Using this template makes it easier to create transparent and understandable press releases that meet the standards expected by journalists.
How to write a press release step by step?
Creating a press release requires knowledge of its specifics and applying proven techniques. Below, you will find instructions on how to write a press release, along with example phrases that can be used in the text.
Headline
The headline is the first thing that journalists see, so it should be brief, informative and engaging. How to write a press release to make the headline attract attention? Remember that the best headline:
is concise (preferably up to 70 characters)
contains key information or the essence of the press release
encourages further reading
Example headline:
“Firm X introduces an innovative product that revolutionizes the IT industry”
Lid (press release introduction)
The lid is a short section of the press release that should answer the five basic questions: “who?”, “what?”, “when?”, “where?” and “why?”. This part aims to attract the reader’s attention and quickly convey key information.
Example lid:
“Firm X, a leader in technological innovations, announced today in Warsaw the launch of a new product that will revolutionize how mobile device users interact.”
Expansion – main part of the press release
The expansion is the main part of the text that describes the event or topic. Here it’s worth:
quoting key people (e.g. CEO, director)
providing additional information on context
explaining why a particular piece of information is important.
This is the place for a detailed explanation of the topic, but don’t forget to stick to facts. A sample press release should contain essential details, avoiding subjective opinions.
Example expansion:
“The new product from firm X was designed with the user in mind, offering functionality and modern design. ‘Our goal was to create a device that is easy to use, yet meets the expectations of even the most demanding customers,’ says Anna Nowak, director general of firm X.”
Conclusion and contact
The final part is the conclusion, which contains information about the company and contact details. Journalists will find here how to get in touch with the right person for further questions or additional materials.
Example conclusion:
“Firm X, based in Warsaw, has been delivering innovative technological solutions for over 10 years that change the daily lives of millions of users worldwide. Contact: Anna Kowalska, PR Manager, anna.kowalska@firmaX.com, tel. 123-456-789.”
Press release template and examples
For people who wonder how to write a press release or create a short informative text for the media, below are examples of press releases on various topics:
Example press release about a new product:
Headline: “Firm X introduces revolutionary AI-enabled smartphone”
Lid: “On September 5th in Warsaw, firm X presented its new smartphone equipped with cutting-edge AI technology…”
Expansion: “The new smartphone from firm X is a product designed for modern users who value functionality and design…”
Example press release about a company event:
Headline: “Firm X invites clients to an Open Day in Chorzów”
Lid: “On May 15th, firm X invites its clients to the headquarters in Chorzów for an Open Day during which…”
Example press release template for a short note about company achievements:
Headline: “Firm X awarded prestigious prize for innovations”
Lid: “Firm X received the award for best technological project in the IT industry at this year’s annual conference…”
Tips and mistakes to avoid
Writing press releases that meet journalists’ expectations requires knowledge of several essential principles. Below are key tips, along with common mistakes to avoid when creating press releases.
Tips:
Clarity and conciseness – a press release should be written in simple, easy-to-understand language.
Avoid excessive promotion – a press release is meant to inform, not promote.
Add quotes – authentic statements increase the credibility of information.
Check for accuracy – before sending a press release, it’s worth checking it for linguistic and factual errors.
Mistakes to avoid:
Overuse of jargon – a press release should be understandable by everyone.
Missing key information – a press release should answer the five basic questions (who, what, where, when, why).
Too long text – excessively detailed press releases may discourage reading.
Summary
A press release is an essential element in company communication with media and serves as a powerful tool for building its image. Knowing the principles of how to write a press release and applying a suitable press release template allows creating professional and effective press releases. Remember that each press release should be brief, concrete and answer key questions that will interest readers.
