How to Write an Effective Press Release

Crafting News That Gets Noticed

A well-written press release is essential for getting media coverage, SEO visibility, and AI discovery. In this guide, you’ll learn how to write a press release that follows best practices, impresses journalists, and performs on platforms like AIWire. It’s your opportunity to control the narrative, communicate your news clearly, and capture the attention of journalists, influencers, and your target audience. Whether you’re announcing a product launch, securing funding, or highlighting a company milestone, mastering the art of press release writing is essential.

This guide, based on industry best practices and insights from our PR experts, will walk you through the essential steps to create press releases that are informative, engaging, and optimized for distribution—including for cutting-edge platforms like AIWire.

How to Write a Press Release That Gets Published

Following a standard format ensures your press release is easily understood by media professionals and distribution services. Here’s the breakdown:

1. FOR IMMEDIATE RELEASE: Placed at the top left, this signals the news can be published upon receipt.
2. Headline:
   • Goal: Grab attention immediately. Be clear, concise, and compelling.
   • Format: Bold, centered, ideally under 100 characters or 14-16 words.
   • Content: Include your company name, an active verb, the core news, and a key benefit or outcome. Incorporate your primary keyword naturally.
   • Example: “EcoSolutions Launches Biodegradable Packaging, Reducing Plastic Waste by 90%”
3. Subheadline (Optional but Recommended):
   • Goal: Provide additional context or highlight a secondary key point.
   • Format: Italicized, centered, one sentence.
   • Example: New plant-based material offers comparable durability to traditional plastics at a competitive price point.
4. Dateline and Lead Paragraph (The Lead):
   • Format: CITY, State – (Month Day, Year) –
   • Goal: Summarize the most critical information upfront. Answer the 5 Ws (and 1 H): Who, What, When, Where, Why, and How.
   • Content: This is the most crucial paragraph. Get straight to the point.
   • Example: “AUSTIN, TX – (April 29, 2025) – EcoSolutions, an innovator in sustainable materials, today announced the launch of BioWrap, a new line of fully biodegradable packaging designed to replace single-use plastics in the food service industry. Developed over three years, BioWrap decomposes in commercial composting facilities within 90 days, offering a viable solution to the growing plastic waste crisis.”
5. Body Paragraphs (2-4 paragraphs):
   • Goal: Elaborate on the information presented in the lede. Provide supporting details, context, and evidence.
   • Content: Expand on features, benefits, market relevance, statistics, and the problem your news solves. Maintain a logical flow.
   • Example Paragraph 2: “BioWrap is made from a proprietary blend of plant-based polymers derived from agricultural waste. It meets FDA standards for food contact and offers excellent moisture and grease resistance, making it suitable for various applications, from takeaway containers to food wraps…”
   • Example Paragraph 3: “The launch addresses increasing consumer demand and regulatory pressure for sustainable packaging alternatives. According to a recent study by Green Research Inc., 75% of consumers prefer brands that use eco-friendly packaging…”
6. Quote(s):
   • Goal: Add a human element, perspective, and credibility. Quotes should offer insight or opinion, not just repeat facts.
   • Content: Include a quote from a key executive (CEO, Founder), partner, or satisfied client.
   • Example: “‘BioWrap is more than just packaging; it’s a commitment to a healthier planet,’ said Jane Doe, CEO of EcoSolutions. ‘We believe businesses have a responsibility to offer sustainable choices, and BioWrap makes it easy and affordable for the food service industry to significantly reduce its environmental footprint.'”
7. Additional Supporting Information (Optional):
   • Goal: Provide extra details like pricing, availability, technical specifications, or event information.
8. Boilerplate (About [Company Name]):
   • Goal: Provide a concise, standard overview of your company.
   • Content: Include founding date, mission, key products/services, market position, and website URL.
   • Example: “About EcoSolutions: Founded in 2020, EcoSolutions is dedicated to developing innovative and sustainable material alternatives to combat plastic pollution… For more information, visit www.ecosolutions.com.”
9. Contact Information:
   • Goal: Make it easy for media to follow up.
   • Content: Include Media Contact Name, Title, Email, Phone Number, and Website.
10. End Mark (###):
    • Goal: Signal the end of the press release.
    • Format: Place three hash marks centered on their own line.

Key Writing Tips for Maximum Impact

• Be Newsworthy: Focus on genuine news. Ask: Why now? Why should anyone care?
• Write Objectively: Use a factual, third-person tone (except in quotes).
• Use the Inverted Pyramid: Most important information first.
• Keep it Concise: Aim for 400-600 words. Avoid jargon and fluff.
• Optimize for SEO: Include relevant keywords naturally in the headline, lede, and body.
• Include Data: Use statistics and numbers to add credibility and impact.
• Proofread Meticulously: Errors undermine credibility. Read it aloud, use spell-check, and get a second pair of eyes.
• Consider AI Optimization (for AIWire): While AIWire handles technical formatting, ensure your core message is clear, well-structured, and uses unambiguous language that AI can easily interpret.

Formatting Guidelines

• Font: Standard, readable font (e.g., Arial, Times New Roman, Calibri) in 11pt or 12pt.
• Spacing: Single-spaced text with double spaces between paragraphs.
• File Format: Submit as a Word document (.docx) or PDF.

Take Your Press Release Further

Once your press release is written, ensure it reaches the right audience with maximum impact.

• Distribution: Choose a distribution service that guarantees placements on relevant, high-authority sites. Marketing Markets’ Premium ($699) and Gold ($999) plans offer guaranteed reach and significant SEO benefits.
• AI Visibility: For crucial announcements, consider the Gold Plan ($999) with AIWire technology to ensure your news is indexed by AI chatbots.
• Amplify: Share your published press release on your website, social media, and email newsletters.

By following this guide, you can craft professional press releases that effectively communicate your news and achieve your PR objectives.