Why press releases still matter
Journalists get hundreds of pitches every week. A well-structured press release does two things: it signals that you know how to communicate clearly, and it does half the journalist's job for them. A good press release gives them the story, the quote, the facts, and the context — in a format they already know how to use.
A bad press release — one that buries the news in the third paragraph, uses adjectives instead of facts, or forgets a contact number — goes in the trash in 8 seconds.
What a press release is not
It's not a blog post, not a sales page, and not a company announcement meant for your existing customers. A press release is written for journalists — people who are actively skeptical, working on deadline, and looking for reasons to pass. Every sentence should be information-dense and verifiable.
The press release template
This is the format every journalist recognizes. Use it exactly — there's no creativity bonus for reinventing the structure.
Section 1 — Headline
Formula: Company + what it did + the result that matters. Lead with the fact, not the feeling. "Acme Raises $5M" beats "Acme Announces Exciting New Funding Round." Numbers, names, and outcomes outperform adjectives every time.
Section 2 — Subheadline (optional but recommended)
Gives the journalist the supporting fact immediately. Think of it as the second sentence of a tweet. Often the detail that makes the headline make sense: "Funding will be used to expand into three new markets ahead of Q3 launch."
Section 3 — Dateline + Opening Paragraph
The five Ws in one paragraph. This is the inverted pyramid: the most important information first. A journalist who only reads this paragraph should understand the full story. Most don't read further — make this count.
Section 4 — Body (2–3 paragraphs)
Paragraph 2: What you built / launched / announced and how it works (no jargon).
Paragraph 3: Traction — users, revenue, customers, growth rate, or any number that validates the story.
Each paragraph adds one layer of context. Problem → solution → proof. Never repeat the opening paragraph — add new information. Keep each paragraph to 3–5 sentences max.
Section 5 — Quote
The quote is a gift to the journalist — a sentence they can use verbatim. Make it specific and concrete. "We built this because we watched 50 founders spend 40 hours on PR that never moved the needle" is a quote. "We're thrilled to be disrupting the space" is not.
Section 6 — Boilerplate
[Company Name] is a [what you do] founded in [year] and headquartered in [city]. [One sentence on traction or differentiation]. Learn more at [website].
Boilerplate is the standard "About" paragraph that appears at the end of every press release. Write it once, reuse it everywhere. Keep it to 3–4 sentences. Update it every quarter.
Section 7 — Media Contact
[Full Name]
[Title]
[Email]
[Phone number]
[Company website]
This is the only place a journalist should have to look for contact information. Use a dedicated PR email, not your personal inbox. Include a direct phone number — some journalists still call.
End of Release
The three pound signs are the standard press release end marker. Always include them — it tells the journalist they have the full document and nothing was cut off.
Annotated press release example
Here's what the template looks like filled in for a fictional startup — with annotations explaining each choice.
Sarah Liu · Head of Communications
press@launchpad.io · +1 (415) 555-0192
launchpad.io
When to send a press release
Not everything is press release material. Here are the five events that genuinely warrant one:
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Product launch A new product or a major version release with meaningful new capabilities. Not a minor bug fix. Leads with what changed, why users care, and what's next.
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Funding announcement Seed, Series A, or later. Always include the round size, lead investor, and what the capital will fund. Funding releases are among the most covered stories in tech media — they imply validation.
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Milestone announcement 1M users, $10M ARR, 1,000 customers — any number large enough to make someone stop scrolling. Make sure the milestone is real and verifiable. Journalists will ask for proof.
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Strategic partnership An integration, distribution deal, or co-marketing arrangement with a recognizable company. The story is: "Who you're partnering with, why it matters for your users, and what it means for scale."
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Executive hire A C-level or VP hire from a recognizable company — especially if the hire signals a strategic shift. Lead with why this person, why now, and what they'll build.
What doesn't warrant a press release
Awards you gave yourself, blog posts about your industry, product updates that only existing users care about, and any announcement that starts with "We are pleased to announce." If there's no news — no new number, no new name, no change in direction — there's no story.
Distribution: where and when to send it
Writing a good press release is half the battle. The other half is knowing who gets it, when, and how to follow up.
Where to send it
Direct outreach to reporters beats wire services. A press release sent directly to the right 10 journalists will get more coverage than a wire distribution to 10,000. Build a list of reporters who have covered companies like yours in the last 90 days — those are the right targets.
Wire services (PR Newswire, BusinessWire, GlobeNewswire) are useful for two things: SEO value from syndication, and giving existing shareholders/partners a formal record. They rarely generate original coverage. Use them as a supplement, not a strategy.
When to send it
Tuesday, Wednesday, or Thursday, 7–9am ET. Monday mornings are flooded. Friday afternoons are dead. Journalists who cover tech are mostly Eastern Time — early morning gives them time to cover it in the same news cycle. For big announcements, consider giving select journalists an embargo 24–48 hours in advance.
Follow-up timing
One follow-up, 48–72 hours after the initial send. Keep it to two sentences: the original announcement and one new fact or angle. Never follow up more than once — it signals inexperience and journalists remember it.
Common press release mistakes
- Burying the news. If the most important fact isn't in the first sentence, restructure. Journalists read the headline, then the first sentence. If neither tells the story, they move on.
- Using adjectives instead of facts. "Revolutionary," "disruptive," "world-class," and "leading" are filler. Replace every adjective with a number or a verifiable claim.
- Making the quote generic. "We're excited to announce" is a quote that says nothing. Quotes should be specific, opinionated, and sound like a human said them — not a press department.
- Forgetting the media contact block. A journalist who can't reach you in 10 seconds will move on. Always include a direct email and phone number at the bottom — not a generic info@ address.
- Sending it to the wrong people. A press release about a fintech product sent to a lifestyle reporter is ignored. Research each journalist before sending — match the beat, not just the outlet.