Knowing how to write a press release is an essential skill for any organisation or professional who wants to share news effectively. A well‑written press release increases the chances of your story being picked up by journalists and reaching the right audience.
Follow these steps to craft a concise, journalist‑friendly announcement that answers Who, What, Why, Where, When, and How.
1) Start With Release Information
At the very top of your document, indicate whether journalists may publish now or later:
- FOR IMMEDIATE RELEASE — can be published right away.
- EMBARGOED UNTIL [DATE/TIME] — publication not permitted before the stated time.
2) Craft a Catchy Headline
Your title should read like a news headline. Its only job is to grab attention and make editors want to read the first paragraph.
3) Cover the 6 Ws in the First Paragraph
The first paragraph must contain the whole story in brief. Assume it might be the only part read.
- Who — Who is making the announcement? Who does it affect or benefit?
- What — What is the news (product, service, event, partnership, award)? What makes it different?
- Why — Why does this matter now? What problem does it solve or trend does it align with?
- Where — Where is this happening or relevant (city, region, market)?
- When — When is the event/launch? Does timing add significance?
- How — How did this come about, and how will it work going forward?
4) Expand in the Second Paragraph
Add supporting detail in full sentences (avoid bullet lists in the press release body): background context, market relevance, implications, and next steps. Include a human quote to add voice:
“This is an exciting step because …” — Name, Title, Company
5) Keep the Style Human and Clear
- Write as though your organization is speaking (use we where appropriate).
- Avoid jargon and keep paragraphs tight.
- Assume it will be printed; keep links minimal.
6) End the Release Properly
Conclude the body with a hard end marker:
ENDThen add Notes to Editors with practical details:
- Media Contact: Name, Email, Phone
- Company Website: include just one hyperlink
- Press Kit / Images: link to downloadable assets
7) Include an Image
Provide at least one image (logo, product shot, event photo) to increase pickup and make layout easier for editors.
Tip: If you need a ready‑to‑fill press release template, combine these steps with placeholders for each W and your quotes.
