May 8, 2026

How to Write a Press Release That Gets Picked Up

Jennifer Hammers • May 8, 2026
How to Write a Press Release That Gets Picked Up

This guide walks you through everything you need to know — structure, style, and what PressRelease.com’s editorial team looks for when reviewing a submission.

Every Business Has a Story Worth Telling

The most common mistake first-time press release writers make isn’t bad writing — it’s not recognizing that what feels routine to them is genuinely interesting to the outside world. A new hire, a new location, a partnership, a product launch, a milestone — these are the moments your customers, partners, investors, and community actually want to know about.


The key is framing. A press release isn’t a blog post or an advertisement. It’s a news announcement — and news follows a specific structure that editors and journalists recognize instantly. Once you understand that structure, the story you want to tell fits naturally into it.

Here are the most common news angles that work well for press release distribution:


      A new product, service, or website launch


      A business expansion, new location, or new hire


      A partnership, acquisition, or major deal


      An industry award or significant recognition


      Research, data, or a new study your company conducted


      An upcoming event, conference, or trade show appearance


      A company milestone like an anniversary or revenue benchmark


      An expert opinion tied to a topic currently in the news



A Note on Editorial Review

PressRelease.com’s editorial team reviews every submission before it goes live. This is a good thing — it means your release is going out with a quality check behind it. The team is looking for a clear news angle, accurate information, functioning links, and proper contact details. Writing with those four things in mind will keep your submission moving smoothly and get your story out faster.


The Anatomy of a Press Release

A press release follows a specific structure that journalists and editors recognize instantly. Once you know it, it’s straightforward — and following it gives your release the best chance of moving through review quickly. Here’s how it’s put together:


1. Headline

Your headline does one job: tell the reader exactly what happened. It should be specific, factual, and free of hype. Avoid exclamation points, superlatives, and marketing language.

A strong headline is specific and factual: “Austin-Based SaaS Company Raises $4M Series A to Expand HR Platform” tells the reader exactly what happened. The company name should appear in the headline, summary, or first paragraph so readers immediately know the source.


2. Dateline

The dateline opens the first paragraph and includes your city and the date. Example: AUSTIN, TX — April 2, 2026 —


3. Lead Paragraph

The lead paragraph answers who, what, when, where, and why in two to three sentences. Write it as if someone will only read this paragraph — because many people will. The most important information goes first. This is called the inverted pyramid structure and it’s standard in journalism.


4. Body Paragraphs

Expand on the lead with supporting details, context, and background. Keep paragraphs short — two to three sentences each. Write in third person. Avoid first-person language like “we” and “our” in the body copy.


Total length of 400–600 words is the sweet spot. It gives you enough room to tell the story fully while keeping it tight enough for journalists to scan quickly.


5. Quote

Include one quote from a company executive or spokesperson. The quote should add perspective or meaning — not repeat what the body already said. Journalists often pull quotes directly, so make it count. Attribute it properly: “First Name Last Name, Title, Company Name.”


A strong quote adds real perspective: “This partnership opens a distribution channel we’ve been working toward for two years,” said Jane Smith, CEO of Acme Corp. “We expect it to accelerate growth significantly in Q3.” That kind of specificity is what journalists actually use.


6. Boilerplate

The boilerplate is a standard “About [Company]” paragraph at the end of every release. Two to four sentences. Cover what your company does, who it serves, and where it’s based. Keep it consistent across all your releases.


7. Media Contact

Every press release should include a media contact with at least a valid email address. Some distribution options also ask for a name and phone number. This makes it easy for journalists to follow up — which is exactly what you want.


8. End Notation

Close the release with “###” centered on its own line. This is the standard journalism notation signaling the end of the release.


Writing Style: Tips for a Polished Release

PressRelease.com follows AP (Associated Press) style, which is the standard format used across professional journalism and news distribution. Here are the key conventions:


      Write in third person throughout — this gives your release a professional, objective tone.


      Use active voice wherever possible. It reads faster and more confidently.


      Spell out numbers one through nine. Use numerals for 10 and above.


      Abbreviate months with six or more letters when used with a date: Jan., Feb., Aug., Sept., Oct., Nov., Dec.


      Use one space after a period.


      Spell out state names in body text. Use postal abbreviations only with full addresses.


      Keep punctuation clean and straightforward. Let the writing do the work.


      Test every hyperlink before submitting to make sure everything is live and working.



What Makes a Release Get Picked Up

Distribution gets your release on the wire. Pickup — meaning journalists and editors actively choosing to feature your story — requires a few things distribution alone can’t provide:


      A genuinely newsworthy hook that hasn’t been covered elsewhere


      A specific, fact-based headline that tells the story in one line


      A lead paragraph that answers every basic question immediately


      A quote that sounds like a real person said it, not a committee wrote it


      Accurate, functioning links to any referenced resources


      Clean, error-free writing with no spelling or grammar issues


      Contact information that makes follow-up easy


One more thing: timing matters. Releases tied to current events, industry trends, or seasonal moments get more traction than releases sent at random. If your announcement connects to something happening in the news right now, say so in the lead.


A Note on SEO and Hyperlinks

Press releases can include hyperlinks, and those links create real SEO value when your release is picked up across high-authority outlets. Link to your company homepage, a relevant landing page, or a resource you’re referencing. Keep it natural — two or three links is plenty.


Two or three links is the right amount for most releases. Keep the anchor text natural and descriptive, and your links will do their job well.


Before You Submit: A Quick Checklist


      Does the headline clearly state the news?


      Is the company name in the headline, summary, or first paragraph?


      Does the lead answer who, what, when, where, and why?


      Is the release written in third person throughout?


      Is the total length between 400 and 600 words?


      Does the quote add perspective rather than repeat the body?


      Is the boilerplate included and accurate?


      Is there a valid email address in the media contact section?


      Have all hyperlinks been tested and confirmed working?


      Has the release been proofread for spelling and grammar?


      Does the release end with ###?


Ready to Distribute?

Once your release is written and reviewed, log in to your PressRelease.com account, choose the outlets that match your goals, and submit. Our editorial team reviews every release before it goes live. If anything needs adjustment, we’ll let you know.


Not sure which outlets to choose?


See our guide: Which Outlet Is Right for Your Goals?


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