How to Write a Press Release: A Complete Guide (2025 Edition)

Crafting a press release that gets picked up easily can feel like shouting into the void, as we are constantly inundated with breaking news and viral moments. Yet, the power of a well-written press release remains unmatched. It remains the cornerstone of any public relations strategy, capable of turning a simple announcement into a headline-worthy story.

But let’s face it—writing a press release that gets noticed isn’t easy. Journalists, bloggers, and media professionals are bombarded with pitches daily, each vying for their limited attention. The secret to success lies in mastering the basics: creating an attention-grabbing headline, telling a compelling story, and structuring your information effectively.

This guide will teach you how to write a press release that suits your goal, whether announcing a product launch or addressing a crisis. You’ll discover actionable tips for writing effective press releases that resonate with your audience and grab media attention.

These strategies draw on insights from Medianet's Media Landscape Reports and feedback from leading newsrooms, offering you a unique perspective on what works best. Let’s transform your press releases from ordinary to extraordinary.

What is a Press Release?

A press release is a concise, formal document that shares news or announcements with the media. Typically crafted by businesses, companies, or PR professionals, it delivers essential information in a structured format to grab the attention of journalists, bloggers, editors or any media.

The goal of a press release is to inform, engage, and encourage media coverage by highlighting newsworthy events, such as product launches, company updates, partnerships, or milestones.

A well-written press release includes key elements like a captivating headline, a compelling lead paragraph, supporting details, quotes for context, and relevant contact information. It serves as a bridge between organisations and the media, transforming news into stories that resonate with a broader audience.

What is the purpose of a press release?

A press release is more than just a news announcement—it is a bridge that connects organisations with their target audience via the media. Its versatility makes it an essential component of any public relations strategy, serving several critical objectives, such as:

1. To inform: Keep stakeholders, including customers, employees, and partners, updated about key developments such as company milestones, leadership changes, or new initiatives.
2. To generate media coverage: Capture journalists' interest and secure coverage across newspapers, blogs, TV broadcasts, and digital platforms to amplify your message.
3. To promote: Highlight major achievements, product launches, partnerships, or events, positioning your organisation as innovative and credible.
4. To shape public perception: Take control of your narrative by sharing accurate and impactful information that builds trust and fosters goodwill.

Understanding these objectives ensures that your press releases not only deliver news but also drive engagement and support your overall communication goals. Now let’s dive into why press releases continue to be indispensable in PR.

How do journalists source stories?

Medianet's Media Landscape Report revealed that journalists primarily source newsworthy stories from industry and professional contacts (86%), followed closely by media releases (81%). The survey also highlighted general search engines (e.g., Google) and social media platforms as other key sources.

Tools like search engines, social media, and media monitoring also help journalists identify trending topics, viral news, and industry developments, while public events, reports, and webinars provide valuable insights and data-driven angles for stories.

These findings highlight the ongoing importance of press releases and strong PR connections in enabling journalists to uncover and deliver compelling stories. Building strong media relationships is crucial, as journalists often turn to trusted PR contacts or those within organisations for exclusive information or expert commentary.

"Be the most helpful person you can be - even if it doesn't lead to instant wins." -Phoebe Netto, Founder of Pure Public Relations

But make sure you also don't make these relationship killers as revealed by journalists.

What are the types of press releases?

When it comes to press releases, understanding the two main approaches—proactive and reactive—can help you determine how and when to engage the media effectively. This understanding is also highly beneficial in deciding which journalist or media to send your press releases.

Proactive Press Releases

Proactive press releases aim to set the media agenda by sharing newsworthy information that sparks interest and shapes conversations. These types of releases include:

1. Business announcements: Share key updates like product launches, event announcements, rebranding efforts, executive changes, mergers, or acquisitions.
   
2. Environmental, social, and governance (ESG): Highlight sustainability initiatives, corporate social responsibility (CSR) projects, or diversity and inclusion milestones.
3. Original research findings: Publish insights from surveys, studies, or industry reports to establish thought leadership and drive credibility.
4. Media/talent alerts: Inform journalists about available subject matter experts for interviews or commentary.
5. Awards and achievements: Announce accolades or recognitions to showcase your organisation's credibility and success.
6. Partnership announcements: Promote collaborations to demonstrate growth and innovation.

Reactive Press Releases

Reactive press releases are crafted in response to ongoing situations or media narratives. Their goal is to provide context, clarity, or expert commentary. Common reactive press releases include:

1. Crisis management: Address issues head-on to control the narrative and maintain public trust.
2. Corrections and clarifications: Resolve misinformation or inaccuracies circulating in the media.
3. Commentary on significant announcements: Offer expert insights on announcements  (eg: Federal Budget), trending topics or breaking news (eg: natural disasters) to align you or your organisation with current conversations.

Grouping press releases into proactive and reactive categories simplifies planning and ensures your messaging is impactful. Proactive releases help shape the conversation, while reactive releases give you control over the narrative. By learning how to write a press release for media coverage in both these scenarios, you increase your chances of shaping conversations and building public interest.

By learning how to write a press release for media coverage in both these scenarios, you increase your chances of shaping conversations and building public interest.

Why do Press Releases matter: Benefits for your PR and Marketing strategy

Source: 2024 PR Guide to Effective Media Engagement

Press releases are more than just a tool to inform the media—they are a strategic asset for any public relations and marketing plan, offering a host of benefits that can elevate your brand and drive results.

They help:

• Establish authority
  Publishing a press release helps solidify your organisation's stance on important topics or trends, ensuring your voice is an authority in your industry.
  
  
• Boosts visibility
  Press releases help spread the word about your latest updates, whether it’s a new product launch, company milestone, or event. They provide an opportunity to showcase your brand and get it noticed by the media and the public.
  
  
• Control the narrative
  Press releases allow you to shape the messaging around your news, ensuring your perspective is communicated.
  
  
• Drives website traffic
  By incorporating SEO strategies such as targeted keywords and backlinks, press releases can direct readers to your website or landing pages. This not only improves visibility but also supports your digital marketing efforts.
  
  
• Cost-effective marketing
  Press releases are a relatively affordable way to promote your business compared to traditional advertising. A single well-written release can generate extensive media coverage without the high costs of paid promotions.
  
  
• Enhances credibility
  Announcing achievements, awards, or initiatives through a press release reinforces your organisation’s credibility. It shows you’re proactive in communicating with stakeholders and keeping them informed.
  
  
• Serve as a resource for journalists
  Press releases also act as an archive for journalists researching a specific topic or story. By providing consistent and clear information, you make it easier for journalists to reference your organisation or include your perspective in their coverage.

While press releases provide undeniable value, their true impact lies in how well they can grab attention and resonate in today’s crowded media space.

Ready to unlock the full potential of your press releases? Keep reading to get exclusive insights on crafting impactful releases.

How to make your press release stand out?

"[Press release] should be straight to the point, leading with the most newsworthy aspect. It should not contain jargon, it should be easy to read.” - Cameron Stewart, Associate Editor at The Australian

Source: 2024 PR Guide to Effective Media Engagement

Making sure your press release stands out requires more than just announcing your story—it demands strategy, precision, and a bit of personalisation. Journalists and media professionals are bombarded with pitches daily, so your press release must do more than inform; it must captivate.

Transform your press release from ordinary to exceptional by focusing on these key elements during the writing process.

Newsworthiness

Journalists are drawn to stories that are timely, relevant, and impactful. Ensure your press release delivers on these two criticalities:

• Relevance: Make your story timely and pertinent to your audience or the current news cycle.
• Value: Highlight why the information matters—does it solve a problem, provide new insights, or showcase innovation?

Ask yourself, "Why would someone care about this?" If the answer isn’t clear, refine your pitch message.

Understand your target stakeholders

“What is major news in your niche is often completely irrelevant to the rest of my audience,” - Journalist, 2024 Media Landscape Report. Your press release should be tailored to meet the needs of two key stakeholders:

• Journalists: Write with media professionals in mind, providing information they can easily convert into stories.
• End audience: While aimed primarily at journalists, your press release should also appeal to your target audience by addressing their interests and needs.

Maintain clarity and conciseness

Clear communication is key to an effective press release.

• Use straightforward and professional language.
• Avoid jargon, complex sentences, or overly promotional tones.
• Stick to 300–500 words to maintain interest and focus.
• Write in an active voice to create a sense of urgency and engagement.

Add relevant keywords naturally throughout your PR to improve search results.

Leverage multimedia elements

In Medianet’s 2022 Media Landscape Report, 18% of journalists said that not having usable assets attached (e.g. photos) was one of their biggest pet peeves when being contacted by PR. Using images with your press release improves your chances of being picked up by the media.

When you are attaching images or other multimedia elements to your PR, make sure to:

• Include high-quality visuals like images, infographics, or videos to capture attention.
• Add links to multimedia assets that journalists can easily download.
• Include headshots of any spokespeople quoted in the release and a company logo at least as a minimum.
• Use descriptive alt text for images to improve accessibility and SEO.

Time your distribution strategically

Source: 2024 PR Guide to Effective Media Engagement

Timing is everything when it comes to press release success. 74% of the journalists had mentioned that the best time to send a pitch to a journalist is on Monday morning with the preferred contact being email. Also, if you have a story embargoed for the coming week, don’t send it to the Weekend journalist.

To maximise media interest, get messages in the media in the lead-up to significant announcements, such as the Federal Budget, the elections or any other upcoming major events.

Avoid publishing during busy news cycles unless your story can compete with major headlines.

Include compelling quotes

Quotes add a human touch and build credibility. Include a quote from a key spokesperson, such as an executive, project leader, or industry expert. Make sure the quote adds value by conveying enthusiasm, offering insight, or providing context for the announcement.

Example: "PR professionals shouldn’t have to juggle multiple tools to manage media engagement. Our platform unifies all essential functions so teams can work more fluidly and strategically." - Amrita Sidhu, Medianet MD, on Medianet Media Monitoring

Proofread and edit thoroughly

Errors can damage your credibility and reduce your chances of media coverage.

Before you send out the press release,

1. Check for grammatical mistakes, typos, and factual inaccuracies.
2. Review all links to ensure they are functional and direct users to the correct pages.

Tip: Ask a colleague or professional editor to review your press release for a fresh perspective.

Watch this 30-minute on-demand webinar which covers practical tips from Medianet's in-house Editor Russell Armour on how to capture the attention of journalists and increase your chances of pickup.

Prior to distribution, the press release will have been through several drafting steps in pursuit of a ‘perfect’ piece of media communication. Even the best content can miss the mark if it’s not structured right. To make sure your press release hits home, follow industry standards for a clear and engaging story. Here’s how.

How to format a press release correctly?

Journalists and other media professionals value clarity and structure, making proper formatting essential to capture their attention. While strong content is a crucial factor in the success of your press release, improper writing can cause it to fall flat. From a standout headline to clear contact details, every element plays a role in making your message professional, readable, and persuasive.

Follow the framework listed below to nail your press release document.

• Company logo

Place your company logo prominently at the top centre or top left of the document. This ensures your branding is immediately visible and recognisable.

• Release date

Indicate whether the information is for immediate release or embargoed until a specific date. Specify the release date (immediate or embargoed) at the top left.

• Headline

Write a clear, concise, and compelling headline. Use bold text and a larger font size than the body text. For example,

• First paragraph (lead)

The opening paragraph is crucial for grabbing attention. It should answer the 5Ws and H: who, what, when, where, why, and how. Keep it brief, impactful, and to the point to maintain interest.

• Body

The body should provide more detailed information, including background, statistics, and quotes. Use short paragraphs and bullet points if necessary to improve readability.

• Quotes

Include one or two quotes from relevant stakeholders, such as executives, project leaders, or industry experts. Ensure the quotes add value by providing insights, expressing enthusiasm, or contextualising the announcement.

• Boilerplate

Add a boilerplate at the end of the press release. This is a brief paragraph about the company, providing background information.

• Call-to-action

Include a call to action if applicable, such as visiting a website, attending an event, or contacting the company for more information.

• Contact information

Provide detailed contact information at the end of the press release for easy reference. Include the name of the PR contact, email address And phone number.

Create a press kit on your website to centralise media assets and contact details. Make it easy for journalists to reach out for more details.

• Media assets

Including links to high-quality images, videos, or other media assets can enhance the press release and make it more appealing to journalists. Make sure these assets are easy to download and complement the story.

• Length

Keep your press release between 300-500 words to ensure it is concise and impactful.

By structuring your press release with these key elements, you make it easier for journalists to find the information they need, boosting your chances of getting coverage.

Press release examples

Explore real-world applications of these concepts with press release examples successfully distributed through the Medianet platform.

Selected to build Australian rover for the Moon

A Spectacle in NYC: Empire State Building Debuts 270-Foot Vhagar the Dragon Coiled Around the Building’s Mast, in Partnership with Max

From heartbreaker to heart hero: Leading cardiologist says Taylor Swift could save lives

UN Women Australia to mark International Women’s Day today across Australia

Ultra-processed foods associated with faster biological ageing: study

Bridging the gap: how social engagement can protect against dementia - Centre for Healthy Brain Ageing (CHeBA), UNSW Sydney

Vision screening vital: new research find vision decline predicts cognitive decline Neuroscience Research Australia (NeuRA)

DCA reveals 2024-2025 Inclusive Employers, welcomes Sam Mostyn as Patron during Inclusion at Work Week Diversity Council Australia

Pitching through the noise

With time and resources stretched thin, the media now leans heavily on press releases rather than hunting for stories themselves. What this means is that in this age where attention spans are fleeting, and information is plentiful, crafting a message that cuts through the noise has never been more important. 

As we've covered in this guide, the power of a press release isn’t just about what you say, but how you say it. A strong story is crucial, but combining it with the right structure and timing ensures it reaches the journalists, stakeholders, and readers who matter most.

Success in press release pitches isn’t mostly about quantity—it’s about precision. A captivating headline, a story that resonates, and a polished format work together to transform a simple announcement into a well-rounded media piece. Whether launching a product, celebrating milestones, or managing a crisis, a great press release goes beyond words on a page—it connects your story to the world.

By keeping this Medianet guide to writing press releases handy and following these best practices, you’re not just sharing news; you’re commanding attention. Use these tips to make your next announcement resonate with journalists and your audience, driving results that matter.

Take your press releases to the next level with Medianet

Writing the perfect press release is only half the job—ensuring it reaches the right audience is equally important. Identifying and targeting the right journalists or media outlets that cover your industry or topic can significantly increase your chances of securing coverage. Leverage Medianet's media database to connect with journalists who are most likely to find your story valuable. Sending press releases through personalised emails or professional distribution services further ensures your news reaches the right people at the right time.

From formatting to distribution, executing your press release strategy effectively is crucial. Medianet simplifies this process and amplifies your reach. Distribute your release across our extensive media network, track performance, and gain actionable insights—all on one seamless platform.

Book a demo with us today and transform your PR strategy.