What's the Difference Between a Good and Bad Press Release?

Most bad press releases aren't badly written. They're just written for the wrong reader. They're written to please the boss, the board or the founder's ego — not the busy journalist who decides whether the story runs.

Here's what separates the good from the bad, piece by piece.

The headline

Bad: "XYZ Solutions Is Thrilled to Announce an Exciting New Partnership"

Good: "Calgary HVAC Company Partners With Habitat for Humanity to Fit 40 Homes With Heat Pumps"

The good one tells you who, what and how much — before you even open it. The bad one tells you someone is excited. Headlines deserve their own masterclass: How to Write a Compelling Press Release Headline.

The opening paragraph

Bad: "XYZ Solutions, a leading provider of innovative, world-class solutions, is proud to share some exciting news with our valued community."

Good: "CALGARY, AB — XYZ Heating will install heat pumps in 40 Habitat for Humanity homes across Calgary this winter, cutting each family's projected energy bills, the company announced Tuesday."

The good one answers the 5 W's in one sentence. If you need a refresher, see What Are the 5 W's and H in a Press Release?

The quote

Bad: "We are thrilled to be partnering with such a great organization and look forward to a fruitful relationship," said CEO John Smith.

Good: "I grew up in a drafty house in Forest Lawn. I know what a January heating bill does to a family's budget," said John Smith, owner of XYZ Heating. "This is the job I'm proudest of."

A good quote adds emotion, opinion or context. It doesn't repeat facts, and it doesn't sound like a contract.

The body

Bad: Long paragraphs, company history first, the news buried in paragraph four, adjectives everywhere.

Good: Short paragraphs, most important information first, specific numbers, a clear "why now," and background at the very end.

The tone

Bad: "Revolutionary," "game-changing," "best-in-class," exclamation marks.

Good: Plain, confident, factual. The news is impressive enough on its own.

The contact details

Bad: info@company.com, or nothing at all.

Good: A real name, direct email, phone number that gets answered, and a link to a photo folder.

The length

Bad: Two and a half pages because everyone in the meeting wanted their bit included.

Good: One page, roughly 300–500 words, with links for more.

Common sins of bad releases

Attachments instead of pasted text
Typos in names or titles
Jargon nobody outside your industry understands
No local angle
Claims without proof

We've listed more ways releases sabotage themselves in Press Release Mistakes That Kill Your Chances of Coverage.

Want to see good ones in action?

Reading strong examples is the fastest way to improve. We've broken down what works across different kinds of announcements in Press Release Examples That Actually Work.

The one-question test

Read your release and ask: If I didn't work here, would I care?

If the honest answer is no, it's not a writing problem. It's an angle problem. Find the part of your news that matters to someone outside your building, and lead with that.

The bottom line

Good releases are specific, factual, human and short. Bad ones are vague, boastful and long. The difference isn't talent — it's remembering who you're writing for.

Quick FAQ

Can a good release still fail? Yes. A well-written release sent to the wrong reporter, on the wrong day, or with no real news behind it can still be ignored. Good writing is the minimum. Angle, targeting and timing decide whether it actually gets covered.

Not sure which side of the line your draft is on? Send it to Blastily. We'll sharpen it and get it in front of the right people. Start your Blast at blastily.com.