How to Write a Press Release in 2025
It’s 2025, and the digital landscape is noisier than ever. Brands compete for attention every second, shouting into the same space, hoping their story sticks. But the truth is, only the most relevant, well-crafted, and strategic press releases cut through the noise. If you’re still writing press releases the way we did five or even three years ago, you’re leaving visibility, traffic, and credibility on the table.
Whether you’re launching a new product, announcing a partnership, responding to a crisis, or celebrating a major milestone, a press release, when done right, can be one of the most powerful tools in your communications arsenal. But what does “done right” mean in 2025? That’s what this guide is all about.
What Is a Press Release?
A press release is a short, official statement issued to media outlets, bloggers, and the general public to announce something newsworthy about your brand, product, or service. Think of it as your brand’s voice, crafted to be media-ready, written in a way that makes it easy for journalists and editors to pick up and publish.
A press release isn’t just a formality, it’s a strategic communications tool. Here’s why brands still use it today:
- To attract media attention: Help your news get picked up by newspapers, online publications, TV, radio, and influencers.
- To inform the public: Shape how your audience perceives your announcement or change.
- To control your narrative: Deliver the message you want, in the tone and timing you choose.
- To increase visibility and traffic: With the right keywords and formatting, press releases can support your SEO strategy.
Why Press Releases Still Matter in 2025
Even with the rise of social media, newsletters, and short-form video, the humble press release hasn’t lost its power, it’s just evolved.
The Benefits of a Well-Written Press Release
- Cost-Effective PR: Compared to paid ads and influencer campaigns, press releases offer an affordable way to earn coverage.
- Builds Credibility and Trust: Getting featured in reputable media outlets instantly boosts your brand’s authority.
- Improve SEO and Web Traffic: A keyword-optimized release published on high-authority sites can improve your search rankings and drive organic traffic.
- Media Relationship Builder: Journalists appreciate clear, professional updates. A good release can open doors to future features or interviews.
- Shareable Across Platforms: A solid press release gives your social media, blog, and email marketing efforts ready-made content to promote.
When to Write a Press Release
One of the biggest mistakes brands make? Sending out press releases for news that isn’t really news. In 2025, editors and journalists are more selective than ever, and audiences are quick to scroll past fluff. If you’re going to write a press release, make sure the reason is actually worth it.
So, when should you write a press release? Here are the moments that justify it and actually get picked up.
1. Launching Something New
Whether you’re just entering the market or adding to your portfolio, launches are press-worthy moments that deserve strategic storytelling.
- New business or startup launch: Share your origin story, mission, team, and what makes you different.
- New product or service offering: Highlight its unique value, features, and how it solves a problem.
- Website or platform launch: Include any special features, target users, and what people can expect.
2. Announcing Events or Initiatives
Got something happening that your audience can attend, support, or join? Let them know in a way that sparks action.
- Virtual or in-person events: Webinars, conferences, trade shows, brand pop-ups, etc.
- Contests or campaigns: Describe how to participate, what’s at stake, and key dates.
- Community or nonprofit initiatives: Showcase your impact and invite media or public involvement.
3. Partnerships and Business Moves
Collaborations often signal growth and innovation, two things the media loves.
- New strategic partnerships: Detail how both brands benefit and what it means for your audience.
- Mergers or acquisitions: Clarify what’s changing, who’s involved, and what the future looks like.
4. Highlighting Achievements and Milestones
Social proof is powerful. If your brand has done something worth celebrating, a press release makes it official.
- Awards and industry recognition: Don’t just list the accolades, explain why they matter.
- Company anniversaries or milestones: Revenue goals, expansion into new markets, or other big wins.
- Rebranding efforts: New name, logo, mission, or direction? Tell the story behind the change.
5. Leadership Announcements
Changes in leadership signal evolution and often spark curiosity.
- New hires, promotions, or board appointments: Include a brief bio, the role’s significance, and their vision.
6. Product or Service Updates
Innovation deserves attention, especially if it improves customer experience or breaks new ground.
- Major product improvements: Focus on what’s new, why it matters, and how it helps users.
- Tech or platform upgrades: Especially relevant in SaaS, fintech, healthtech, and AI industries.
7. Crisis Communications or Clarifications
When something goes wrong or the rumor mill is spinning, a press release helps you take control, fast.
- Official statements: Be transparent, factual, and timely.
- Clarifying misinformation: Address false claims with clarity, not defensiveness.
- Response to public issues or criticism: Show responsibility, outline actions being taken, and keep it human.
Key Components of a Press Release
A press release is not a blog post. It’s not an ad. And it’s definitely not just a long announcement. It’s a journalistic document, and every word, section, and sentence should serve a purpose.
In 2025, editors are busy, algorithms are picky, and audiences have a shorter attention span than ever. So if you want your press release to perform, it has to be structured perfectly from top to bottom.
Here’s a breakdown of every element your press release should include, with tips on how to make each part effective.
Headline
Make it clear, compelling, and benefit-driven. This is your first impression. If your headline doesn’t stop the scroll, your press release won’t even get opened.
- Aim for 6 – 12 words max.
- Focus on the news, not the brand hype.
- Use powerful verbs and active language.
- Include a relevant keyword if possible (for SEO and searchability).
Example: Startup X Raises $50M to Revolutionize Remote Team Productivity
Subheader (Optional but valuable)
Add context, clarify the value, or create intrigue. The subheader is a supporting line that builds on your headline, especially useful when you have something complex to communicate quickly.
- Keep it one sentence.
- It should be a complement to your headline, not a repeat.
- You can include a stat or bold claim here if needed.
Dateline
CITY, STATE – Month Day, Year. The dateline establishes timeliness and credibility. It’s a standard news format, and journalists expect it.
Example: LOS ANGELES, CA – April 18, 2025
Lead Paragraph
The most important part, answer the 5 Ws + H. Your lead should answer:
- Who is making the announcement?
- What is happening?
- When is it taking place?
- Where is it relevant?
- Why does it matter?
- How will it happen or affect the audience?
Write it as if it were the first paragraph of a news article, tight, informative, and no fluff.
Body Paragraphs
Now’s the time to go deeper, but keep it skimmable and sharp. This is where you unpack the story. Think: what would a journalist need to write their article?
- Provide background and context: Why is this happening now? What’s the bigger picture?
- Use stats and data: Add credibility and show impact (e.g., revenue growth, user numbers, results).
- Include direct quotes: From a CEO, founder, partner, or key stakeholder. Quotes should add insight, not repeat what’s already said.
Example: “This partnership marks a pivotal step in our mission to make AI tools more accessible for small businesses,” said Jane Doe, CEO of InnovateX.
Call to Action (CTA)
Tell the reader what to do next. Every press release should have a clear CTA, something that encourages engagement or follow-up.
Examples:
- Visit the website or landing page
- Sign up for an event or waitlist
- Download a whitepaper or app
- Contact for interviews or media kits
Boilerplate
Your brand’s “About” section should be short, sharp, and consistent. This is where you describe who you are in 3 – 4 lines, and it should remain mostly unchanged across press releases.
- What your company does
- Your mission or differentiator
- Where you operate
- When you were founded (if relevant)
Example: “Founded in 2019, EcoCharge is a clean energy startup helping cities transition to solar-powered infrastructure. Based in Austin, TX, EcoCharge serves over 120 municipalities across North America.”
Media Contact Information
Make it easy for journalists to reach you.
- Full name
- Title
- Phone number
- Optional: Link to media kit or press room
Example:
Media Contact:
- John Smith
- Director of Communications
- john@company.com
- (123) 456-7890
End Marker
Shows that the release has ended, hence don’t forget to include it. Choose either of the industry-standard end symbols:
- ###
- –30–
This signals to editors that the press release is complete, not cut off mid-sentence.
Writing Style and Tone
The biggest mistake brands make with press releases? They write them like ads. Or worse, like blog posts with a salesy undertone.
The truth is, if your press release sounds like a pitch, it’s going straight into the trash folder. Journalists don’t want hype, they want facts, clarity, and relevance. Let’s break down how to craft your press release with a professional, publish-worthy tone.
1. Stick to the Facts
Your press release should read like a news report, not a brand brochure.
- Avoid adjectives like “amazing,” “game-changing,” or “unprecedented” unless you back them up with proof.
- Focus on what’s new, why it matters, and who it impacts.
- Let the facts do the talking, trust that your audience is smart enough to see the value.
2. Use Third-Person Perspective
Always refer to your company by name or as “the company,” “the organization,” etc. Don’t use “we,” “us,” or “our.” Instead of “We launched a new platform,” write: “TechNova Inc. has launched a new platform…” This keeps your tone professional, formal, and in line with media standards.
3. Write in Active Voice
Active voice keeps your writing strong and direct, passive voice makes it dull. Use strong, specific verbs to keep your sentences sharp and engaging.
4. Avoid Unnecessary Jargon
Speak your audience’s language, not just your internal team’s. If you’re writing for a general audience, simplify complex terms. If you’re writing for an industry-specific publication, use relevant terminology, but only when necessary.
Always ask, “Would a smart reader unfamiliar with our industry understand this?”
5. Keep It Concise
The ideal press release length: 400 – 700 words, or one page. Trim the fat. If a sentence doesn’t add value, cut it. Aim for brevity with clarity, every word should earn its spot.
6. Include Relevant Keywords for SEO
If your press release will live online (and it should), make sure it’s discoverable. Identify 1 – 2 target keywords relevant to your announcement. Use them naturally in:
- The headline
- The lead paragraph
- Subheadings (if used)
- The boilerplate
7. Make It Skimmable
Editors, journalists, and readers don’t read, they scan. Structure your release so it’s easy to digest:
- Use short paragraphs (2 – 4 sentences).
- Break up information with bullet points.
- Add subheadings to guide the flow.
- Highlight key numbers or facts to draw attention.
Formatting Tips
Formatting isn’t just about aesthetics, it’s about readability, professionalism, and user experience. A well-formatted press release increases the chances it’ll be read, shared, and used by media outlets.
Think of it as your brand’s first handshake with a journalist and make it firm, clear, and confident. Here’s how to present your press release like a pro in 2025:
1. Use a Clean, Professional Layout
Simplicity wins. No clutter, no unnecessary colors, no flashy design.
- Use a single-column layout: it’s easier to scan and mobile-friendly.
- Align text left: This is standard for readability.
- Leave ample white space between sections for better flow.
2. Place Your Company Logo at the Top
Establish brand identity immediately.
- Add your company logo in the top-left corner.
- Make sure it’s high-resolution and not too large.
- Under the logo, optionally add your company tagline or a hyperlink to your website.
3. Use Clear Headings and Subheadings
Guide the reader through your story.
- Format key sections with bold H2 and H3 headers (e.g., “FOR IMMEDIATE RELEASE,” “About [Your Company]”).
- Use subheadings to break longer releases into logical parts.
- Avoid all-caps unless for section headers like “MEDIA CONTACT.”
4. Apply Bold/Italic Sparingly
Emphasis is powerful, but only when used with restraint.
- Use bold to highlight:
- Company names
- Key facts
- Release titles
- Use italics for:
- Product names
- Titles of publications
- Quotes (optional, if you want added emphasis)
Avoid underlining, as it can be confused with hyperlinks.
5. Choose a Professional Font
Skip the fancy fonts. Stick to clarity and consistency.
Recommended fonts:
- Arial
- Times New Roman
- Helvetica
- Calibri
Font size:
- Body: 12 pt
- Headings: 14 – 16 pt
Avoid:
- Comic Sans
- Script fonts
- Fonts smaller than 10 pt
6. Link to High-Quality Visuals
Visual assets bring your story to life and increase pickup rates.
- Add hyperlinks to:
- Product screenshots
- Team photos
- Event photos
- Videos or demo reels
- Make sure these are hosted on:
- A cloud folder (e.g., Google Drive, Dropbox)
- Or a media center on your website
Use anchor text like “Download product images here”, not just naked URLs.
7. Offer Downloadable Assets
Make it easy for journalists to tell your story. Include a media kit with:
- Company logo (various formats)
- Executive bios and headshots
- Product images
- Fact sheets
- Past press coverage (if available)
Link to the kit early in the release, preferably after the first or second paragraph.
Step-by-Step Process to Write a Press Release
Writing a press release in 2025 isn’t just about following a formula; it’s about crafting a compelling, media-ready story in a concise, structured format. Whether you’re announcing a new product or responding to a crisis, this section will walk you through the essential steps to get it right, every time.
1. Identify a Newsworthy Angle
Before writing a single word, ask yourself:
- Is this announcement timely, relevant, and important?
- Does it have real value to journalists, bloggers, or your target audience?
If it wouldn’t be interesting to someone outside your company, it’s probably not press release material. Look for a unique angle, such as:
- Industry impact
- Community relevance
- Tie-in to current events or trends
- Exclusive data or innovation
2. Craft a Strong Headline
Your headline is your hook. It’s what editors and search engines will see first, so make it count.
- Be clear, not clever: readers should understand the story in 10 words or fewer.
- Include keywords for SEO if publishing online.
- Use strong verbs and highlight the core benefit or news.
Example: “EcoCharge Launches World’s First Fully Solar Backpack Power Bank”
3. Write a Supporting Subheader (Optional)
Use this to expand on the headline or highlight a specific detail.
- Acts as a bridge to the lead paragraph.
- Adds intrigue or supporting context.
- Helps skimmers understand the “why it matters” in a glance.
Example: “New eco-friendly product combines mobility and sustainability for travelers and remote workers.”
4. Open with a Powerful Lead Paragraph
This is your elevator pitch in prose. Immediately answer the 5 Ws + H:
- Who is involved?
- What is happening?
- When will it happen (or did it happen)?
- Where is it taking place?
- Why is this important?
- How does it work or matter?
Aim for 2 – 3 tight, impactful sentences. Journalists may only read this part, so nail it.
5. Build Out the Body
This is where you flesh out the story.
- Second paragraph: Provide background info and supporting context.
- Third paragraph: Add quotes from stakeholders, founders, executives, partners, or customers.
- Fourth paragraph: Offer additional data, outcomes, or forward-looking statements.
Include:
- Statistics and metrics
- Relevant studies or sources
- Quotes that are insightful, not robotic
- Descriptions of impact, benefits, or future implications
Use quotes to show emotion, opinion, or vision, not to repeat facts.
6. Include a Clear Call to Action (CTA)
Direct your reader to the next step. Every press release should guide action.
Examples:
- “Visit [website] to learn more.”
- “Register now for early access.”
- “Contact us for interviews or media kits.”
Make sure your CTA aligns with your objective (awareness, engagement, sign-ups, media coverage).
7. Add the Boilerplate and Contact Info
Think of your boilerplate as your company’s “About” section, short, confident, and evergreen. Your boilerplate should include:
- Your company name and what you do
- Mission or unique selling proposition (USP)
- Year founded and relevant credibility points (e.g., “trusted by 10K+ users globally”)
Include full media contact info:
- Name
- Title
- Phone number
8. Proofread and Format for Clarity
Even the best-written press release can fall flat if it’s riddled with typos or hard to skim.
Final checklist:
- Eliminate grammatical errors
- Trim fluff and redundancy
- Break up large blocks of text
- Use bullet points where possible
- Format consistently with bold headings and proper line spacing
Read your press release out loud before publishing. If it sounds awkward or confusing, rewrite. Writing an effective press release in 2025 requires a blend of timeless best practices and a fresh understanding of today’s digital landscape.
With AI tools, multimedia integration, and evolving distribution platforms, it’s more important than ever to craft newsworthy, concise, and engaging content that stands out. Whether you’re announcing a product launch, company milestone, or responding to a crisis, your press release should be clear, compelling, and tailored to your audience.
