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PR Writing Guide

PR Writing Guide: How to Write a Press Release That Gets Published

A well-written press release can generate significant media coverage, boost your SEO, and establish your brand as a credible news source. This guide will walk you through everything you need to know to write a press release that gets picked up by journalists and indexed by Google News.

The Anatomy of a Perfect Press Release

Every effective press release follows a proven structure. Here is what yours should include, in order:

1. Headline

Your headline is the most important element. It must be compelling, clear, and newsworthy.

Good headline: “TechStartup Raises ₹10 Crore Seed Round to Expand AI-Powered HR Platform Across India”

Bad headline: “Company Announces Amazing New Product That Will Change Everything”

Rules for headlines:

  • 60–80 characters maximum
  • Use sentence case, not Title Case or ALL CAPS
  • Include the most important fact
  • Avoid superlatives like “best,” “revolutionary,” or “world-class”
  • Include your company name or key subject

2. Dateline

The dateline tells readers where and when the news originates. Format: CITY, STATE/COUNTRY, Month DD, YYYY —

Example: MUMBAI, INDIA, April 27, 2026 —

3. Lead Paragraph

The lead (or lede) paragraph is the most critical part of your press release. It must answer the five W’s in 2–3 sentences:

  • Who is making the announcement?
  • What is the news?
  • When is it happening?
  • Where is it happening?
  • Why does it matter?

Journalists decide whether to cover a story based on the lead paragraph alone. Make it count.

4. Body Paragraphs

The body provides supporting details, context, and evidence. Follow the “inverted pyramid” structure — most important information first, least important last.

  • Include relevant statistics and data
  • Provide context and background
  • Explain the significance of your announcement
  • Include 1–2 quotes from key stakeholders

5. Quotes

Quotes add credibility and a human element. Include at least one quote from a relevant person — CEO, spokesperson, expert, or client.

Good quote: “This funding will allow us to double our engineering team and expand into three new markets by Q3,” said Rahul Sharma, CEO of TechStartup.

Bad quote: “We are very excited about this amazing opportunity and look forward to growing our business.”

6. Boilerplate

The boilerplate is a standard paragraph at the end of every press release that describes your company. Write it once and reuse it.

Example: About TechStartup: TechStartup is a Mumbai-based HR technology company founded in 2022. The company’s AI-powered platform helps mid-sized businesses automate recruitment, onboarding, and performance management. TechStartup serves over 500 clients across India and Southeast Asia.

7. Media Contact

Always include complete contact information:

  • Contact name and title
  • Email address
  • Phone number
  • Company website

8. End Marker

End every press release with ### on its own line. This signals to editors that the release is complete.

Do’s and Don’ts

✅ Do:

  • Write in third person (he/she/they, not “we” or “I”)
  • Use active voice
  • Keep sentences short and clear
  • Include one strong image (1200×480px)
  • Proofread carefully before submitting
  • Include a clear call to action
  • Add relevant keywords naturally

❌ Don’t:

  • Use excessive exclamation marks!!!
  • Make unverifiable claims
  • Write purely promotional content
  • Use jargon or technical terms without explanation
  • Submit duplicate content published elsewhere
  • Include more than 2–3 links
  • Submit AI-generated content without editing

SEO Tips for Press Releases

  • Focus keyword: Choose one primary keyword and include it in your headline and first paragraph
  • Natural language: Write for humans first, search engines second
  • Links: Include 1–2 relevant links to your website
  • Image alt text: Add descriptive alt text to your featured image
  • Length: 400–600 words is ideal for SEO and readability

Ready to Submit?

Now that you know how to write a great press release, submit your first press release on PressReleaseBox. Our editorial team will review it within 24 hours.

Need help? Contact our editorial team — we are happy to provide feedback on your draft.