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Contact ›Want to know how to write a press release that journalists will actually publish? The golden rule is the inverted pyramid: the most important information first, the details after. An editor decides within 10 seconds whether your email is news or trash.
After years of sending releases to national and trade media (and working on the other side of the desk), this is the 8-step method we use in our communications and press service.
The 8 steps to writing a press release
- 1. Find the news: it’s not your product, it’s what changes for the reader. No news angle, no coverage.
- 2. Write an informative headline: 12 words maximum, with the fact and the figure. No empty adjectives.
- 3. Open with the 5Ws: who, what, when, where and why in the first paragraph.
- 4. Build the body as an inverted pyramid: each paragraph matters less than the one before; editors cut from the bottom.
- 5. Include a quote with substance: statements that add data or a point of view, not self-promotion.
- 6. Use verifiable facts: figures, dates and sources. This is what turns your release into a citable source, for AI as well.
- 7. Provide visual assets: high-resolution photos and ready-to-use video. Making the journalist’s job easier means more pickups.
- 8. Add a boilerplate and contact details: who the company is in 3 lines, and a phone number that gets answered.
The mistakes that kill a press release (and how to avoid them)
Mistake number one: writing advertising disguised as news. Number two: sending it to a generic database without knowing the outlet. A release about a golf tournament interests sports and local media, not a tech publication: media relations are built by sending each outlet what fits its audience.
Number three: ignoring timing. Monday to Thursday mornings work; Friday afternoons don’t. And always follow up personally, rather than blasting out reminders.
A practical example: for Holiday Golf’s 35th anniversary, we turned an internal milestone into an industry story (35 years of golf distribution in Spain), with data, key players and a photo archive. The result: coverage across the specialist press, from Andalucía Golf to the trade media.
The press release in the age of AI
There’s a new reason to take your press releases seriously: AI models learn from the media. When an online newspaper publishes your story, that information becomes part of the sources ChatGPT, Gemini and Perplexity draw on when they talk about your sector. A brand with a steady presence in the media is a brand that AI knows, cites and recommends.
This changes a few habits: always include exact figures and dates (models love verifiable data), write the company’s full name on first mention, and take care with your boilerplate, because it’s often the paragraph AI uses to work out who you are. A press release no longer works only on the day it’s published: it stays in the corpus that machines learn from.
Frequently asked questions about how to write a press release
What structure should a press release have?
An informative headline, a lead paragraph covering the 5Ws (who, what, when, where, why), an inverted-pyramid body with data and a quote, the company boilerplate, and press contact details.
What is the ideal length?
Between 300 and 500 words: one page. If you need more, you’re probably mixing two stories or adding filler that the journalist will cut.
When is the best time to send a press release?
Monday to Thursday, between 9 and 11 am, avoiding the day before a public holiday. And allow lead time: media outlets appreciate receiving information before the event, under embargo if necessary.
Press release or statement: are they the same thing?
The terms are often used interchangeably, but a statement is usually an official position (a crisis, a corporate announcement), while a press release is an informative piece designed to generate news.
If you want your brand to appear in the media your customers read, we write and place your press releases for you: a full press office service, starting from the contact page. And if your topic is golf, here is our work on communications for the sector.