How to Write a Press Release When You Have No PR Experience
If you're running a small business, launching a product, or announcing something newsworthy, you've probably realized that a press release might help. But if you've never written one, the blank page can feel intimidating. What's the format? What tone should you use? How do you make journalists actually care?
The good news: press releases follow a predictable structure. Once you understand the basics, you can write one in an afternoon—and it doesn't require a PR degree or a big budget.
What Is a Press Release, Really?
A press release is a short, factual announcement designed to grab a journalist's attention and give them the core information they need to write a story. Think of it as a gift: you're doing the legwork so they don't have to.
It's not a sales pitch or a promotional brochure. Journalists will smell that immediately and delete it. It's also not a blog post—it's tighter, more structured, and built around a single newsworthy angle.
The Basic Press Release Structure
Every press release follows this order:
- Headline — One compelling line that summarizes the news
- Subheading (optional) — A supporting line that adds context
- Dateline — City and date
- Opening paragraph (the lede) — Who, what, when, where, why in 2–3 sentences
- Supporting paragraphs — Details, quotes, and context (2–3 more paragraphs)
- Boilerplate — A standard 2–3 sentence description of your company
- Contact information — Your name, email, phone
That's it. Most press releases are 300–500 words. Journalists are busy; keep it concise.
Step 1: Find Your Newsworthy Angle
Before you write a single word, ask yourself: Why would a journalist care about this?
A press release isn't just an announcement—it's news. News answers one of these questions:
- Does this solve a real problem people face?
- Is this a first or a milestone (first in your industry, 10 years in business)?
- Does this affect a specific audience or community?
- Is there a trend or insight behind it?
- Is there a surprising statistic or finding?
Example: Instead of "Local bakery opens new location," try "Local bakery opens first zero-waste location in the region, eliminating 500 lbs of packaging waste per month." The second one has an angle—sustainability—that journalists care about.
Step 2: Write Your Headline
Your headline is the first—and often only—thing a journalist reads. Make it count.
Good headlines:
- Are specific and factual (not hype-y)
- Use active verbs
- Answer the core question: what's the news?
- Are 8–12 words (long enough to be clear, short enough to be punchy)
Weak: "Company Announces New Product"
Strong: "AI-Powered Scheduling Tool Cuts Meeting Prep Time by 60%"
Weak: "Local Nonprofit Hosts Fundraiser"
Strong: "Youth Literacy Nonprofit Raises $75K at Annual Gala, Funds 200 Mentorships"
Step 3: Write the Opening Paragraph (The Lede)
The lede is your second chance to hook the journalist. It should answer the five Ws in 2–3 sentences:
- Who: Your company or person
- What: The announcement or news
- When: If relevant (launch date, event date)
- Where: Location (if relevant)
- Why: The impact or the problem it solves
Example lede:
"TechFlow, a software company based in Austin, today announced the launch of AutoRespond, an AI email assistant that reduces customer response time by 70%. The tool is available for free to small businesses starting today."
Notice: no fluff, no adjectives like "revolutionary" or "game-changing." Just facts.
Step 4: Add Supporting Details and Quotes
After your lede, add 2–3 paragraphs that fill in the blanks:
- How does it work?
- Who benefits?
- What makes it different?
- Are there any metrics or proof points?
Include one quote from your CEO, founder, or a key stakeholder. Keep it short (1–2 sentences) and make it say something substantive, not generic praise.
Weak quote: "We're excited to announce this amazing product. Our team worked hard to make it happen."
Strong quote: "Small businesses spend an average of 8 hours a week on email replies. AutoRespond automates the routine stuff so teams can focus on complex customer issues."
Step 5: Write Your Boilerplate
At the end of every press release, include a 2–3 sentence description of your company. This is your boilerplate—a standardized paragraph you'll reuse in every release.
Example: "TechFlow is an Austin-based software company that builds AI-powered tools for small business operations. Founded in 2021, the company serves over 5,000 customers across North America. Learn more at techflow.com."
Keep it factual and current. Update it when you hit milestones (funding, new office, 10K customers, etc.).
Step 6: Add Contact Info and Format
At the very end, include:
- Your full name and title
- Email address
- Phone number
- Company website
Use a simple, clean format. No fancy fonts or colors. Plain text is fine.
Common Mistakes to Avoid
Using marketing language. Journalists will skip adjectives like "innovative," "cutting-edge," "revolutionary," and "game-changing." Stick to facts.
Making it too long. If your press release is over 600 words, cut it. Journalists are skimming; every sentence should earn its place.
Burying the news. Put the most important information first. Don't make journalists dig to understand what you're announcing.
Forgetting the "why." Don't just say what you did—explain why it matters. Who benefits? What problem does it solve?
Including irrelevant links or images. Only link to things that support your story (a product demo, research study, or company website). Don't link to social media or unrelated pages.
Tools to Help You Get Started
If you're still nervous about the blank page, a few resources can help:
- Press release templates: Search for "press release template" and use a basic format as a starting point. Just fill in your own information.
- AI-assisted drafting: Tools like PitchBud can help you draft a press release from a brief description of your news. You still write it—the tool just gets you past the blank page.
- Journalist feedback: If you know a journalist in your industry, ask if they'd review a draft. They'll tell you what works and what doesn't.
After You Write It: What's Next?
Once your press release is written, you have a few options:
- Publish it on your own newsroom or website. This gives journalists a place to find it and helps with search visibility.
- Send it directly to journalists. Research reporters covering your beat and send personalized pitches (not a mass email).
- Use a distribution service. Services like PR Newswire or a more affordable option can help you reach a wider audience, though direct outreach usually works better for small businesses.
The key: don't just write it and hope journalists find it. Be proactive about getting it in front of the right people.
Your First Press Release Is Within Reach
Writing a press release when you have no PR experience feels daunting, but it's actually straightforward once you know the format. Start with a strong angle, write a clear headline, answer the five Ws in your opening, add supporting details and a quote, and finish with your boilerplate and contact info.
The hardest part isn't the writing—it's identifying what's actually newsworthy. Spend time on that first, and the rest follows naturally. And remember: journalists want good stories. If you give them one that's factual, concise, and relevant to their readers, they'll pay attention.