How to Write a Press Release Journalists Open

Knowing how to write a press release well is the difference between a story that gets covered and an email that gets deleted. Journalists receive dozens of releases a day and decide in seconds. This guide shows you what makes news, how to structure a release, and a template you can adapt.

This is part of our PR strategy playbook for small businesses.

First, is it actually news?

Ask: would someone who has never heard of my company care about this? Strong press release triggers include:

A launch that solves a real problem
Funding, acquisition or expansion to a new city or country
A significant partnership or client win (with permission)
Original data or research
Awards with independent recognition
Events open to the public or media
Community impact: jobs created, donations, local programs

"We redesigned our website" is not news. "Local firm's survey finds 6 in 10 Calgary small businesses plan to cut ad budgets" might be, if the survey is real and sound.

The structure journalists expect

1. Headline

Clear beats clever. Include who, what and why it matters in under about 12 words. Use an active verb.

Weak: Blastily Is Excited to Announce New Services
Strong: Calgary Agency Launches Cross-Border Radio Buying for Canadian Brands

2. Subheadline (optional)

One sentence that adds the most interesting supporting detail.

3. Dateline and lede

Start with city, province and date, then answer who, what, when, where and why in one or two sentences. If a journalist reads only this paragraph, they should have the story.

4. Body

Add context, supporting facts and why it matters now. Keep paragraphs short. Use numbers you can back up.

5. Quote

One or two quotes from a spokesperson that add opinion or vision, not facts that belong in the body. A good quote sounds like a human said it.

6. Boilerplate

A short "About [Company]" paragraph: what you do, for whom, where, and your website.

7. Media contact

Name, email, phone, and a link to images or a media kit.

Press release template

FOR IMMEDIATE RELEASE

[Headline: Who does what, and why it matters]

[Optional subheadline with the strongest supporting detail]

[CITY, Province], [Month Day, Year]: [Company], a [short descriptor], today [announced/launched/released] [what], which [key benefit or impact].

[Paragraph 2: context. Why now, what problem, who's affected, supporting data.]

"[Quote that adds perspective or vision]," said [Name], [Title] of [Company].

[Paragraph 4: details: availability, pricing, dates, locations, how to take part.]

About [Company] [2–3 sentence boilerplate.] Learn more at [website].

Media contact: [Name], [email], [phone]. Images: [link]

Writing tips that get releases used

Write like a reporter. Neutral, third-person, factual. Remove "excited," "revolutionary," "world-class."
Put the local angle up front for local media. See how to get local media coverage.
Offer visuals: photos, short video and a spokesperson available for interviews. Broadcast producers need these.
Make it skimmable: short paragraphs, bullet points for details.
Use the words people search for naturally in the headline and first paragraph, so the version on your newsroom page can rank.

Distribution: wire vs. direct pitch

A wire service gets your release onto many sites and into newsrooms quickly, which helps for public-company disclosures and broad announcements. For most small businesses, a personalized pitch to the right reporter gets better results than mass distribution. The best approach is usually both: pitch your priority outlets directly, then distribute. We compare the options in press release distribution: wire services vs. direct pitching.

Common mistakes

Burying the news in paragraph three
Announcing something that isn't news
Hype language and unsupported superlatives
No spokesperson available when the journalist calls
Sending to a generic inbox instead of the right reporter
No follow-through: not sharing the coverage when it lands

After the release

Coverage is only the start. Add it to your press page, share it across social, and use it in sales and advertising. A release announcing a milestone is also a strong asset for attracting investors and partners and for building the independent coverage behind a credible online reputation (here's why that matters).

Want the rest of the toolkit? Read how to write and pitch thought leadership articles and how to measure PR ROI.

Frequently asked questions

How long should a press release be?＋

Aim for 300 to 600 words. Journalists skim. If the key facts aren't in the headline and first paragraph, the rest won't be read.

Should I send the press release as an attachment?＋

No. Paste a short personalized pitch in the email body, include the release text below it or link to it, and offer images via a link. Attachments from unknown senders often go unopened.

Is a press release good for SEO?＋

The release itself rarely helps much, and links in distributed releases are typically nofollow. The SEO value comes from the independent articles and backlinks that journalists create when they cover your story.

When is the best time to send a press release?＋

Early on a weekday morning in the journalist's time zone generally works well, avoiding major holidays and big competing news days. For broadcast, remember producers plan shows ahead, so pitch days before the segment you want.

Work with Blastily

Want this done for you? Blastily plans and places PR, press releases, radio, TV and out-of-home campaigns for growing brands across Canada and beyond.

Talk to Blastily

How to Write a Press Release That Journalists Actually Open