Press Release Writing Guide
A press release is your brand's chance to make a clear, professional announcement to the world. It's not a blog post or a sales pitch — it's news. The goal is to share your announcement in a way that grabs attention and gets publishers to distribute it widely.
This guide covers the structure publishers expect when you submit a press release through Press Ranger's wholesale press release distribution.
1. Headline
Your headline is the first thing editors see.
- Always include your company's name in the headline
- Keep it clear and concise
- Avoid promotional or spammy language like "Best Ever" or "Don't Miss This"
- Do not use first or second person language (I, we, us, our, you, your). Write from the point of view of the business
- Best performing headlines follow this pattern: [Company Name] + [Newsworthy Verb] + [Content of the Announcement]
Examples:
- TechNova Announces Groundbreaking AI Tool for Remote Work Efficiency
- GreenPath Unveils Solar-Powered Charging Station for Urban Areas
- BrightHealth Celebrates 1 Million Users on Its Wellness App
- EcoNest Expands Focus on Sustainable Housing in the Midwest
2. Lead Paragraph
The first paragraph is critical — it's where publishers determine if your announcement is newsworthy.
- Start with a dateline location, e.g. Austin, Texas--(March 15, 2024). Press Ranger handles this automatically
- Answer the essentials: who, what, when, where, why
- Identify the source (your company) upfront
- Ensure the content is factual and objective
Example:
Austin, Texas--(March 15, 2024) – TechNova, a leading provider of cutting-edge technology solutions, announced today the launch of its groundbreaking AI tool designed to enhance remote work efficiency. This innovative platform is set to revolutionize how teams collaborate by automating routine tasks and optimizing workflow processes, empowering businesses to save time and increase productivity.
3. Body
Publishers expect a clear breakdown of the announcement with no fluff or unnecessary details.
- Expand on the details with facts, stats, or relevant background
- Avoid third-party references to people or institutions not related to the press release. If you must mention a third party, provide a third-party authorization form
- Do not use first or second person language. Stick to third person throughout
- Include 1-2 quotes from key figures (e.g., CEO, project lead)
- Use short paragraphs or bullet points for readability
- Avoid excessive keyword repetition
- Press releases are not for self-promotion. You can promote your company and milestones, but they should not stray too far into promoting a specific person
4. Third-Party References
Third-party references can add credibility, but there are strict rules.
What you can do
- Reference publicly available information such as statistics, general facts, or industry trends
- Include third-party organizations or individuals directly involved in the announcement, with their documented consent
- Cite recognized industry benchmarks or widely accepted standards without naming specific companies
- Maintain a neutral, factual tone for any third-party mention
What you cannot do
- Mention third-party individuals, companies, or organizations without explicit written approval
- Compare your company, product, or service to competitors by name unless you have legal clearance
- Use a celebrity's name, likeness, or endorsement without formal consent from their legal representative
- Claim partnerships, endorsements, or collaborations unless explicitly confirmed with documentation
- Include defamatory, hateful, misleading, or unsubstantiated claims about third parties
Important: If your press release includes third-party references, you must submit documentation proving explicit authorization. Download the third-party authorization form here.
5. Boilerplate (About Section)
The boilerplate is a standard requirement. It provides background on your company.
- Include a brief description of your company (who you are, what you do)
- Limit to 2-3 sentences
- Use third person language only
- Avoid promotional language
Example:
About TechNova: Founded in 2012, TechNova develops innovative software solutions that empower businesses to thrive in a rapidly evolving digital world. Specializing in AI-powered tools, the company is committed to enhancing productivity and collaboration for teams of all sizes. TechNova serves clients across industries globally, with a mission to simplify complex workflows through cutting-edge technology.
6. Contact Information
Publishers require complete and verified contact details to approve your submission.
- Include a real person's name and title
- Provide an email address and, optionally, a phone number for follow-up
- Ensure the contact is authorized to speak on behalf of the company
Press Ranger pulls this from your company's spokesperson information.
Checklist
Before you publish, make sure you have covered the following:
- Headline includes your company name, clearly states the announcement, and avoids promotional language
- Dateline includes the location and date of the announcement
- Lead paragraph answers the essentials, names your company as the source, and uses an objective tone
- Body expands on the announcement with relevant details, facts, and stats in clear, concise language
- Quotes from 1-2 key figures add credibility and a human perspective
- Boilerplate is 2-3 sentences, neutral, and describes your company in third person
- Contact information includes a real person's name, title, email, and phone number
- Formatting stays within 400-1,200 words, limits links to 10, and limits images to 4
- Tone is third person throughout with no exaggerated or unsupported claims
- Compliance with all publisher guidelines
Publishing
Once your press release is ready, navigate to the press release and click "Publish." Choose a distribution package, agree to the publishing terms, and submit.