Step-by-step guide to craft a professional press release that grabs media attention, boosts SEO & LLM visibility and drives real visibility.
Word count: 450–650 words (sweet spot for pickups and SEO).
Structure: Headline → 1–2 sentence summary → Dateline → Lead paragraph (5W’s) → Body (details + quote) → Boilerplate → Media contact.
Paragraphs: 2–3 sentences each.
Tone: Neutral, third-person, announcement style (not ad copy).
Links: 1 internal link to your site + up to 2 credible external references.
Keywords: Provide 3 focus keywords and 3 target URLs for anchors.
Turnaround (typical): We submit within ~24 hours after finalizing; most syndication completes within 1–3 business days.
Things we don’t publish: Illegal claims, adult/hate content, unsubstantiated medical/financial promises, “get-rich-quick,” or anything likely to mislead.
HEADLINE (6–12 words, plain and specific)
Subhead / Summary (1–2 sentences; why it matters in ~25–40 words)
[CITY, STATE] — [Month Day, Year] — [Company Name] today [announced/launched/expanded] [what] to [who], helping [audience] [benefit/result].
Paragraph 2 (context): Add key details: what it is, who it’s for, how it works, pricing/availability/date, where to learn more (include your main link once here).
Quote block:
“Short, human quote that adds insight (vision, customer impact, or data-backed claim),” said [Full Name, Title, Company]. “Second sentence that sounds like something a real person would say.”
Paragraph 3 (proof, data, or use case): Add 1 relevant stat, a mini use-case, or partner/customer context. If you reference research, link to a credible source.
About [Company Name]:
[Company] is [what you are in one line]. Founded in [year], the company [what you do/serve]. Learn more at [URL].
Media Contact:
Name, Title
Email · Phone · Website
Pro formatting tips
Use plain punctuation (avoid !?!).
Don’t over-capitalize; use Title Case only for the headline.
Keep product names consistent.
Tip 1: Write for both journalists and search engines
For journalists: Lead with what happened and why it matters. Keep paragraphs short. Include one quote and one proof point (stat, customer, or milestone).
For search: Use your primary keyword in the headline and first paragraph (naturally), add 1 internal link to a relevant page, and 1–2 external links to credible sources. Add alt text to images.
Good example pattern:
Headline: “Acme Launches AI Payroll Tool for Small Businesses”
Early keyword: “AI payroll software” appears once in the first 2–3 sentences.
Tip 2: Use layered messaging (speak to 3 audiences at once)
Journalists: hard facts (what, when, where, who, how).
Public: why it matters (time saved, access expanded, cost reduced).
Stakeholders: strategic angle (growth plan, category leadership, impact).
One paragraph can touch all three: open with facts, add a public benefit, close with the business/strategy angle.
Tip 3: Build buzz before you publish
Tease lightly on social (“Big news Friday”).
Loop in partners/influencers with embargoed previews or assets.
Time it smartly: Tue–Thu mornings (local time) often perform best; avoid major holidays and industry blackout days.
Use a visual hint (photo/video) without giving away the headline.
Tip 4: Add data for credibility
Lead with one relevant stat tied to your problem/solution.
Explain the “so what” in plain English.
Visualize if possible (simple chart or before/after numbers).
Don’t flood the release; 1–2 stats total is enough.
Tip 5: One clear CTA (don’t split attention)
Match the CTA to the announcement:
Product/feature: “See features” or “Start free trial.”
Event: “Reserve your seat.”
Report/research: “Download the full report.”
Make the benefit explicit: “See how teams cut processing time by 30%.”
Tip 6: Let data guide distribution
Look at what worked before (topics, headlines, send times).
Choose channels by audience (local, trade, national).
Track views, placements, clicks, downloads.
A/B test the headline or summary on your site and socials the day before release.
Tip 7: Repurpose the release everywhere
Blog: “Behind the Launch” post with extra context.
Social: Pull 3 stats/quotes and 1 visual.
Email: A short announcement to customers and partners.
Video/Audio: 60-sec CEO explainer or Q&A reel.
Sales enablement: One-pager PDF for outbound and pitches.
Required
Topic (what you’re announcing) + 1-line goal (e.g., “drive trials”).
Company & contact: name, title, email, phone, website.
Location for dateline: City, State/Province, Country.
Recommended
3 keywords + 3 URLs to use as anchors.
1 quote (or bullet your intent and we’ll draft).
1 image + 1 video link +1 social media profile.
Any must-mention partners, customers, awards, or stats (with links).
Nice to have
A short FAQ (2–3 Q&As we can adapt).
Embargo date/time if coordinating with partners or press.
Headline formulas
[Company] Launches [Product] for [Audience]
[Company] Partners with [Partner] to [Outcome]
[Company] Expands to [City/Region] to Meet [Demand/Need]
[Company] Reports [Milestone]: [Metric] in [Timeframe]
Summary (20–40 words)
In one sentence, restate the news and the primary benefit; in a second sentence, note timing or availability and link the call to action.
Template
[Company] is a [what you are in one phrase]. Founded in [year], we [do what] for [audience/market]. Learn more at [URL].
Example
Acme is a payroll automation platform for small businesses. Founded in 2021, we help teams run compliant payroll in minutes with AI-powered checks. Learn more at acme.com.
What to expect
Guaranteed placements on major outlets (e.g., AP News and network-affiliate sites) plus broad syndication and search visibility. Some specialty outlets are topic-dependent. (Premium brand-name finance/tech publisher placements vary by topic and editorial acceptance.)
Indexation across search engines; strong visibility signals for SEO; inclusion across news and data platforms that many journalists use.
What to do next
Add “As Seen On” badges to your site.
Post a thank-you thread tagging partners/influencers.
Share on LinkedIn (company + leadership), X, and industry communities.
Convert to a blog post and email announcement.
Track referring domains, branded search lift, and assisted conversions over the next 2–6 weeks.
Advertising tone (“best ever,” “revolutionary”) without proof.
Too many links (looks spammy, reduces pickup).
Unclear CTA or more than one primary ask.
No quote (missed opportunity for “voice”).
Burying the lead—don’t hide the news in paragraph 4.
Claims without sources (especially medical/financial).
If you’d like us to handle writing, just send:
Your topic + goal,
A few bullets of must-include facts,
Any data or quotes you have,
Your links, keywords, and assets.
We’ll turn it into a clean, journalist-ready release, optimize for SEO, and prep it for broad distribution and repurposing.
