If you are new to the PR scene or have been wondering whether your company needs to write a press release, you have come to the right place. In this article, you will learn what a press release is, why it's important, and the best ways to get media coverage in the modern digital landscape.
What is a Press Release?
In short, a press release is a formatted document sent to the press, pitching an important happening related to you or your business. The idea is that a well-written press release may grab the attention of journalists and media outlets, who can then spread your news through articles, blogs, podcasts, and social media.
Wikipedia Definition: "An official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement."
The Anatomy of a Perfect Press Release
A press release follows a strict format. Journalists expect this structure, and deviating from it can make your news harder to read (and easier to delete).
1. The Headline
This is the most critical part. Your headline must explain what the release is about in under 10 words. Do you have a major event, announcement, or launch? Journalists scan hundreds of subject lines a day—make yours stand out.
Bad Headline: "We are launching a new product."
Good Headline: "DropDesk Launches AI-Powered Booking Tool for Remote Teams."
2. The Introduction (The Hook)
So you have piqued the interest of a journalist with your captivating headline; now you need to sell the story. The first paragraph must answer the 5 W's immediately:
- Who: Who is involved? (Your Company)
- What: What is the news? (New Product/Event/Milestone)
- Where: Where is it happening? (Location/Online)
- When: When is it happening? (Date/Time)
- Why: Why does this matter? (The Impact)
3. The Body (The Meat)
In the next two to three paragraphs, provide the details. Use this space to quote your CEO, industry experts, or customers. Quotes add a human element and are often copy-pasted directly into news articles by journalists.
Pro Tip: Keep paragraphs short (2-3 sentences max) for readability.
4. The Boilerplate (About Us)
This is a standardized paragraph at the bottom of the release that describes your company. Imagine you are explaining what you do to a person you just met at a cocktail party. Keep it under 100 words.
5. Contact Information
Include the full name, phone number, and email address of the person who will be handling media inquiries. Ensure this person actually checks their email.
Why Do You Need a Press Release in 2026?
You might think press releases are "old school," but they remain a vital tool for SEO and brand authority.
Exposure and Credibility
A press release is a bridge between your company and the media. Getting covered by a reputable news outlet (like TechCrunch, Forbes, or a local newspaper) instantly validates your business to potential customers and investors.
Crisis Management
A well-thought-out release can counter negative press and help you control the narrative. By providing factual evidence and a clear statement, you can mitigate damage during a PR crisis.
SEO & Backlinks
Although press releases do not have the same "link juice" impact they did in 2010, they are still valuable. A release picked up by a major site provides high-quality backlinks and brand mentions, signaling to Google that you are an authority in your industry.
The 4 Main Types of Press Releases
1. Product Launch
Used to generate hype for a new product or feature. Example: DropDesk releases a new hybrid work report.
2. Business Launch / Partnership
Announcing a new company, a merger, or a strategic partnership. This explains why the business matters to the market.
3. Event Announcement
Used to drive attendance or awareness for a conference, webinar, or charity gala.
4. New Hire / Executive Promotion
Announcing a new CEO or key executive. This is crucial for public companies as it can impact stock prices, but also builds trust for private startups.
4 Easy Steps To Writing The Perfect Press Release
It's important to note that you can follow every step in the guide and still be unsuccessful if your story isn't "newsworthy." Before you write, ask yourself: "Would I care about this if I didn't work here?"
Step 1: Get Their Attention (The Angle)
Journalists want stories, not ads. Don't just say you launched a product; explain the problem it solves.
Ad: "Buy our new chair."
Story: "New Ergonomic Chair Solves Back Pain for Remote Workers."
Step 2: Nail the Introduction
Don't bury the lead. If a journalist has to read three paragraphs to find out what you are announcing, they will delete the email. Put the most important fact in the very first sentence.
Step 3: Add "Copy-Paste" Quotes
Journalists are busy. If you provide a perfect, punchy quote from your CEO in the press release, they will often use it verbatim in their article. Make their job easy.
Step 4: Distribution
Writing is only half the battle. You need to send it to the right people.
- Direct Pitch: Email specific journalists who cover your industry.
- Wire Services: Use services like PRWeb or Business Wire to syndicate your release to thousands of news sites automatically.
- Social Media: Share the release on LinkedIn and X (Twitter) and tag relevant reporters.
5 Mistakes That Will Get Your Release Ignored
1. Making It an Ad
If your release reads like a commercial, journalists will delete it instantly. They want to inform, not promote. Focus on the story, not the sale.
2. Too Much Jargon
Using industry buzzwords alienates 90% of your audience. Write as if you are explaining the news to your grandmother.
3. Burying the Lead
Don't save the big news for paragraph three. If the first line doesn't grab attention, no one will read further.
4. No Real News
"We updated our website" is not news. A press release should announce something meaningful: a product, an event, a partnership, or a major milestone.
5. Poor Formatting
If your release is a wall of text with no structure, journalists won't read it. Use short paragraphs, subheadings, and bullet points.
Free Press Release Template (2026)
FOR IMMEDIATE RELEASE
[Attention-Grabbing Headline in 10 Words or Less]
[City, State] – [Date] – [First paragraph answers the 5 W's: Who, What, Where, When, Why. Keep it under 50 words.]
[Second paragraph expands on the details. Include a quote from the CEO, founder, or industry expert. Make it punchy and quotable.]
[Third paragraph provides supporting information, additional context, or data points. Keep it factual and concise.]
About [Company Name]
[Boilerplate paragraph describing the company in under 100 words. Include the mission, what the company does, and any relevant achievements.]
Media Contact:
[Full Name]
[Company Name]
[Email Address]
[Phone Number]
Conclusion: Your Press Release Checklist
Before you hit "send," run through this checklist:
- Is the headline under 10 words and attention-grabbing?
- Does the first paragraph answer the 5 W's?
- Did you include a punchy, quotable statement from a company leader?
- Is the formatting clean and easy to scan?
- Did you include accurate contact information?
- Would you care about this news if you weren't involved with the company?
A well-written press release can earn your company major media coverage, build credibility, and drive traffic. The key is to think like a journalist, not a marketer.
Good luck, and happy pitching!
Philip Beck
Seasoned serial entrepreneur, board member and C‑level executive with over 25 years' experience founding and scaling technology and payment businesses across the Americas, Asia Pacific, Europe and the Middle East. Combines an international legal background with deep domain expertise in electronic payments, identity management and shared‑economy platforms to drive strategic growth, IPOs and M&A transactions.
