How to Write a Press Release

A well-written press release is still one of the most effective ways to get your business milestone in front of journalists, customers, and your community. Whether you're announcing a name change, a relocation, a new owner, or a grand opening, the same core structure applies. In this guide, you'll learn exactly how to write a press release from scratch — the format, the sections, the tone, and the common mistakes that get releases ignored.

What Is a Press Release?

A press release is a short, factual document — usually 300 to 400 words — that announces something newsworthy about your business to media outlets, industry publications, and your audience. It follows a standardized format that journalists recognize and trust, which makes it easy for them to pull a quote, grab the facts, and turn your announcement into a story.

The goal isn't to write an ad. The goal is to give a reporter everything they need to write about you in five minutes or less.

The Standard Press Release Format

Every press release follows the same structure. Here's what each section does and how to write it:

1. FOR IMMEDIATE RELEASE

This line goes at the very top. It tells journalists the information is public and can be published right away. If your news is under embargo (not public until a specific date), write EMBARGOED FOR RELEASE until [date and time] instead.

2. Headline

Your headline is the single most important line in the entire release. It should be under 100 characters, written in title case, and convey the news clearly — no clickbait, no jargon. A good headline answers the question: "What happened and why does it matter?"

3. Dateline

The dateline opens your first paragraph and follows the format: CITY, State — Month Day, Year — Everything after the em-dash is your lead paragraph.

4. Lead Paragraph

The first paragraph — the lead — is where you answer the five Ws: who, what, when, where, and why. This is the paragraph a journalist will copy and paste, so it needs to stand on its own. Keep it to 3–4 sentences and lead with the most important fact.

5. Body Paragraphs

After the lead, write 2–3 body paragraphs that add context, details, and supporting facts. This is where you include a quote from the owner or leadership — quotes humanize the story and give journalists something to pull. Keep paragraphs short: 2–4 sentences each.

3. About Section

End with a short About [Business Name] paragraph — 2–3 sentences describing what your business does, where it's located, and how long it's been operating. This gives journalists background without requiring them to research you.

4. Media Contact

Close with a contact name, email, and phone number so a journalist can reach you for follow-up questions. End the document with ### (three hash marks), which is the traditional press-release end marker.

Step-by-Step: Writing Your Press Release

Now that you know the format, here's the process for writing one from scratch:

1. Nail down the news. Before writing anything, state your announcement in one sentence. If you can't, you're not ready to write.
2. Draft the headline. Write 3–5 versions and pick the clearest one, not the cleverest.
3. Write the lead. Answer who, what, when, where, and why in 3–4 sentences.
4. Add supporting details. Write 2–3 body paragraphs with facts, context, and a quote.
5. Add the about section and contact info. Keep the about section to 2–3 sentences.
6. Edit ruthlessly. Cut every unnecessary word. The entire release should be under 400 words.

Common Mistakes to Avoid

• Writing too long. Journalists skim. If your release runs past 500 words, most won't read to the end. Aim for 300–400.
• burying the news. Don't open with company history. Lead with the announcement.
• Using jargon or hype. Write plainly. "Synergy" and "game-changing" are red flags that signal an ad, not news.
• Forgetting the quote. A quote gives the story a human voice and a pull-quote for the journalist. Always include one.
• No contact info. A reporter who can't reach you will move on to the next story.

Get Your Press Release Written for $29

If you'd rather not start from a blank page, Milestone Letters generates a complete announcement kit — press release, social posts, customer email, and signage copy — for $29 . You get a free preview first, so you can see the quality before you pay. Answer five questions about your milestone and get a media-ready press release in minutes.

Want to see how your own announcement reads before you commit? Try our free announcement preview tool — enter your business name and milestone and instantly see a professional opening, tailored to your news. No credit card, no sign-up.

Check Your Draft With Our Free Grader

Already have a draft? Before you send it to the press, run it through our free press release grader — it scores your headline, lead, structure, and tone instantly, with specific tips to improve. No sign-up required.

Frequently Asked Questions

How long should a press release be?

300–400 words is ideal. Anything over 500 risks being skimmed or ignored. The lead paragraph alone should convey the full news.

Do I need to hire a PR firm to write a press release?

No. A small business can write an effective press release by following the format above, or use a tool like Milestone Letters to generate one for $29 with a free preview first.

What's the difference between a press release and a media advisory?

A press release announces news and tells the full story. A media advisory is a short invitation to an event — it gives the what, when, and where, but not the full narrative.

Should I send my press release as a PDF or plain text?

Plain text in the body of the email is best — journalists can copy and paste directly. Attach a PDF as a backup if you want, but never send a press release as an image or a link to a landing page.

Already have a draft? Try our free press release grader →