How to Make a Press Release: Tips, Format, and Best Practices

Many of us think press releases are an old-school marketing tactic. However, in 2025, they remain one of the most powerful tools for brand visibility, SEO, and media coverage. Whether you’re announcing a new product, securing funding, or hosting an event, a well-written press release can earn you backlinks, credibility, and media mentions that paid ads simply can’t match.

In this article, I’ll share: 

• What a press release is (and why it matters today)
  
• How to write a press release step by step
  
• Format, structure, and examples
  
• Best practices for distribution and timing
  

Want your press release written and distributed by experts? Then let’s walk through this article with me. 

What is a Press Release?

A press release is a short, official announcement written by a business or organization to share newsworthy updates with the media. Think of it as your company’s way of saying: “Here’s something important, and here’s why it matters.”

It is not like blog posting or ads.  A press release is written in a neutral, journalistic style. Its writing style allows reporters and editors to use it as the basis for an article easily. That’s why it’s often referred to as a press statement. It communicates facts first, not hype.

Here, I am sharing the 5 W’s of a press release: 

• Who is making the announcement?
  
• What is happening?
  
• When is it happening?
  
• Where is it happening?
  
• Why should people care?
  

This tactical format makes it easier for journalists to quickly understand your story and decide if it’s worth covering.

Common Types of Press Releases

Press releases can offer various purposes. It depends on the stage of your business or the type of announcement you want to make. Some of the most common include:

• New product or service launches – For example, a tech company announcing an AI-powered app.
  
• Company milestones – Funding rounds, acquisitions, or big partnerships.
  
• Event announcements – including webinars, conferences, grand openings, and community initiatives.
  
• Awards and recognitions – Highlighting achievements, certifications, or rankings.
  
• Crisis communication or reputation updates – Setting the record straight after negative press or clarifying company policies.
  

Why They Matter

A well-written press release serves our business in multiple ways. It does more than share news. It also: 

• Builds brand credibility by associating you with recognized media outlets.
  
• Improves SEO visibility, as many releases are indexed on Google News and syndicated across various platforms.
  
• Acts as a permanent record of your company’s growth and achievements.
  
• Helps you control the narrative. Instead of waiting for others to tell your story, you take the lead.
  

In short, a press release is not just an announcement. It’s a strategic tool that supports your PR, SEO, and branding efforts simultaneously.

Let’s share a practical example to help you better understand. A SaaS company raising Series B funding might release a statement titled: “XYZ SaaS Secures $25M to Expand AI-Powered Marketing Solutions.”

Not only does this earn media coverage, but it also builds backlinks from industry sites and signals authority to search engines, thereby enhancing its online presence.

Why Press Releases Still Matter in 2025

Once I thought, “Aren’t press releases old-school?” With TikTok, LinkedIn content, and influencer marketing dominating the conversation. At that time, it was a fair question, as my knowledge wasn’t that much about press releases. However, after conducting some research, I found that press releases remain more powerful than ever in 2025.

In your mind, you might ask, Why? Because they sit at the intersection of PR, SEO, and credibility. When done right, they don’t just tell your story; they boost it across search engines, media outlets, and even AI-driven platforms.

Here’s why press releases remain a must-have tool for our brand: 

1. Brand Exposure That Scales

• Press releases serve more value than media outlets, blogs, trade journals, and Google News syndications.
  
• That means your announcement doesn’t just live on your site. It’s distributed across networks with millions of readers.
  
• Consider a SaaS startup announcing its funding round, which might be featured in TechCrunch, Yahoo Finance, and multiple niche blogs. You can get all the necessary data from a single, well-optimized press release.

2. SEO Powerhouse

• A press release can serve as an effective SEO asset when optimized with the right keywords.
  
• It generates:
  
  • Backlinks from media outlets.
    
  • Brand mentions that strengthen your authority.
    
  • Referral traffic from readers who click through to your site.
    
• Google also indexes many press releases in Google News, which means your story has a chance to appear in news carousels for trending searches.

3. Builds Authority & Trust (E-E-A-T)

E-E-A-T is one of the most important things for a brand. Google’s ranking system now heavily relies on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness.

• Press coverage instantly prioritizes these signals because:
  
  • Journalists quoting your business shows expertise.
    
  • Features on trusted outlets provide authority.
    
  • Third-party validation builds trust.

4. AI-Driven Search Visibility

• With Google SGE (Search Generative Experience) and AI assistants like ChatGPT, Gemini, etc., pulling information from authoritative sources, visibility is no longer just about ranking #1.
  
• Press releases published on trusted outlets increase your chances of being cited in AI-driven summaries.
  
• In other words: a strong release today could make your brand the default answer in tomorrow’s AI search results.

5. Cost-Effective Compared to Ads

We all know, paid ads can cost thousands every month, and the moment you stop paying, traffic disappears.

• A single strategic press release can deliver:
  
  • Months (or years) of visibility.
    
  • Evergreen backlinks from high-authority domains.
    
  • Organic traffic and media mentions that continue long after distribution.

For startups and small businesses, press releases are one of the highest ROI PR strategies available.
In my opinion, by 2025, press releases will no longer be “just announcements.” They’re a multi-purpose growth engine. It helps to fuel visibility, SEO, credibility, and even AI search placement.

Essential Elements of a Press Release

A great press release follows a standard structure that makes it easy for journalists to scan and republish.

Writing an Engaging Headline

Your headline is the hook. It should be:

• Clear: No jargon or fluff
  
• Newsworthy: Highlight the main features or topics.
  
• Optimized: Include a keyword where natural. For example, “New AI Tool Helps Ecommerce Brands Boost Sales by 30%”

Crafting a Strong Lead

The first paragraph should answer the 5 W’s quickly:

• Who’s making the announcement?
  
• What is happening?
  
• When and where?
  
• Why does it matter?
  

Structuring the Body

The body expands on your story:

• Add data, statistics, or research to strengthen credibility
  
• Include quotes from executives or stakeholders.
  
• Keep sentences short and factual. So that journalists can use your content as is.
  

Boilerplate & Contact Info

Conclude with a boilerplate that includes a brief paragraph about your company’s mission and background.
Always add clear contact details for media inquiries (name, email, phone, website).

Step-by-Step: How to Make a Press Release

Here I am sharing the step-by-step process. I always ensure that my press releases are well-structured and follow standard rules. 

Step 1: Define The Goal

Are you announcing a launch, award, or major update? Clarify the purpose first. This step always helps me to shape my angle.

Step 2: Identify Your Target Audience

Are you writing for tech journalists, local media, or potential investors? Adjust tone, jargon, and distribution accordingly. I always prefer to fix the writing tone after selecting my TG. 

Step 3: Follow the Standard Press Release Format

Stick to the industry-approved structure:

Press Release Template

• Headline
  
• Subheadline (optional)
  
• Dateline (City, State,  Date)
  
• Lead paragraph (5 W’s)
  
• Body (details, quotes, data)
  
• Boilerplate (company info)
  
• Media contact
  

Step 4: Optimize for SEO

• Select a high-volume and relevant keyword about your PR. Naturally insert your primary keyword. For example, if I write this article as a PR, then my keyword will be “ how to make a press release.”
  
• Add supporting keywords like press release example, press release template, and press statement.
  
• Use proper formatting for Google News indexing.

Step 5: Add Multimedia (Optional but Recommended)

Enhance with:

• Product images
  
• Founder headshots
  
• Infographics or charts
  
• Short videos or demos

Step 6: Proofread & Finalize

Errors make you look unprofessional. Whenever I write a PR, I double-check the grammar, clarity, and tone before publishing. I suggest everyone do the same, so the chances of making mistakes are minimized.

Benefits of Press Releases

When crafted and distributed strategically, press releases do far more than announce your latest update. They work as SEO assets, authority builders, and long-term brand trust signals. Here’s a closer look at the most significant benefits:

1. High-Quality Backlinks from News Outlets

• Every published press release creates opportunities for backlinks from trusted news domains.
  
• Outlets like Yahoo Finance, MarketWatch, or niche industry publications often republish releases with dofollow links pointing to your site.
  
• These backlinks carry strong Domain Authority (DA) and help improve your rankings faster than generic directory links.

2. Increased Brand Visibility & Awareness

• Press releases amplify your message far beyond your own channels.
  
• Journalists, bloggers, and even industry forums often pick them up, giving your brand exposure across multiple platforms simultaneously.
  
• For example, a product launch release could be shared across 50+ sites. Each site puts your brand in front of new audiences.
  

3. Improved Search Rankings

• A well-optimized release has two SEO advantages:
  
  1. It appears in Google News and news carousels, bringing instant visibility.
     
  2. It contributes to organic SEO by earning backlinks and brand mentions.
     
• In competitive niches, these signals can be the edge that moves you from page 2 to page 1.
  

4. Enhanced Authority & Trust

• Third-party validation matters. When people see your business mentioned in credible outlets, it builds instant trust.
  
• This directly supports Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness).
  
• In regulated industries like healthcare, finance, or legal, a single credible press feature can make you stand out against bigger competitors.
  

5. Media Relationships That Pay Off Long-Term

• Every press release you send is a chance to connect with journalists and editors.
  
• Over time, these relationships can lead to:
  
  • Direct outreach from journalists when they need expert quotes.
    
  • Easier acceptance of future stories.
    
  • Consistent media visibility without paid PR pushes.
    
• Think of it as planting seeds. Each release grows your reputation with the media ecosystem.
  

Press releases are not just about one-time exposure. They’re compounding assets and building backlinks, boosting rankings, and strengthening brand credibility long after distribution.

Common Mistakes to Avoid in Press Releases

Press releases can be powerful. But it has to be done right. Many businesses fail to get media pickup or SEO value because they fall into the same avoidable traps. Here’s what not to do:

1. Writing Overly Promotional Content

• Journalists aren’t looking for ads. They want newsworthy updates.
  
• If your release reads like a sales page (“Buy now, limited time offer!”), It’s likely to be ignored or rejected.
  

Focus on facts, milestones, and value to the reader. Save the marketing pitch for your landing page.

2. Using Vague or Clickbait Headlines

• A headline like “Company X Makes Big Announcement” tells the reader nothing.
  
• Clickbait might attract attention, but journalists and editors will dismiss it. Be clear, specific, and professional. Example: “Company X Launches AI-Powered Tool to Cut Accounting Costs by 30%.”
  

3. Ignoring SEO and Keyword Placement

• Press releases show up in Google News and SERPs. Without keywords, you miss the chance to rank.
  
• Many businesses overlook the importance of optimizing their headlines, subheadings, and the first 100 words.
  

4. Forgetting to Include Quotes or Data

• Releases without quotes or stats feel flat and unconvincing.
  
• Journalists often look for ready-to-use expert quotes to include in their stories

5. Skipping Contact Details

• You’d be surprised how many press releases forget to include a press contact.
  
• Without an email or phone number, journalists can’t follow up—and your coverage potential vanishes.
  

6. Overloading with Jargon or Buzzwords

• Terms like “game-changing,” “innovative,” or “next-gen” get overused.
  
• Journalists see them daily and often roll their eyes.
  

7. Making It Too Long (or Too Short)

• A 200-word release won’t give enough context. A 1,500-word release will overwhelm. Best practice is to stick to 500–800 words, formatted into short, scannable sections.
  

A great press release is clear, factual, optimized, and journalist-friendly. Avoiding these mistakes makes the difference between being published or being ignored.

Best Time to Send a Press Release

Timing matters for pickup. From my experiences and also  based on newsroom trends:

• Best days: Tuesday–Thursday
  
• Best times: Morning hours (8–10 AM) in the recipient’s timezone
  
• Avoid: Late Fridays and weekends (low media activity)
  

Distribution: How to Send Your Press Release Effectively

Even the best-written press release won’t make an impact if no one sees it. Distribution is where most businesses stumble. They either send it to the wrong audience, spam inboxes, or rely solely on one channel. The truth is: how you distribute your press release matters just as much as what’s inside it.

Here are the three main distribution options, and how to use them effectively:

1. Direct Journalist Outreach

• What it is: Sending your press release directly to relevant journalists, bloggers, or editors.
  
• Why it works: Personalized outreach increases your chances of coverage because you’re targeting people who already write about your industry.
  
• Best practices:
  
  • Build a curated media list (not just a generic spreadsheet).
    
  • Personalize every email. Also mention their recent work and explain why your story fits their audience.
    
  • Keep the email short: 3–4 sentences + press release link/attachment.
    
  • Follow up once (politely) if no response.

2. PR Wires

• What it is: Paid distribution services that syndicate your release to hundreds (sometimes thousands) of media outlets, Google News, and financial portals.
  
• Why it works: You get instant reach and guaranteed placements on multiple sites, which also deliver backlinks.
  
• Popular platforms:
  
  • PR Newswire
    
  • Business Wire
    
  • GlobeNewswire
    
  • EIN Presswire
    
• Best practices:
  
  • Optimize your headline for search (PR wires often get indexed quickly in Google News).
    
  • Using multimedia, images, and videos drastically improves pickup rates.
    
  • Pair with direct outreach for maximum results.
    

One piece of advice from T-Ranks: a strong release on PR Newswire can generate dozens of syndicated backlinks, boosting both SEO and authority.

3. Industry-Specific Platforms

• What it is: Publishing your press release on niche platforms—like trade magazines, professional associations, or even LinkedIn industry groups.
  
• Why it works: These channels reach a smaller but highly targeted audience—the people most likely to care about your announcement.
  
• Examples:
  
  • A healthcare company → submits to MedPage Today or Modern Healthcare.
    
  • A SaaS startup → shares in SaaS-focused newsletters and LinkedIn communities.
    
  • A fashion brand → pushes to lifestyle blogs and industry lookbooks.
    
• Best practices:
  
  • Customized the press release tone to match the niche audience.
    
  • Add industry-specific stats or quotes to increase relevance.
    
  • Engage with the community (don’t just drop a link and leave).
    

Now you might ask what the best approach is? My suggestion is to combine all three. Send a customized release directly to journalists, distribute it via a trusted PR wire for wide visibility, and repurpose it on niche platforms where your target audience hangs out.

Best Free & Paid Distribution Channels

Not all press release distribution channels are created equal. Some deliver global visibility and backlinks, while others are better suited for local exposure or tight budgets. The right choice depends on your goals, audience, and budget.

Here are the top free and paid options worth considering in 2025:

PR Newswire (Paid – Premium Reach)

• Best for: National/global exposure, Fortune 500–level credibility
  
• Why it works: One of the most trusted PR distribution networks worldwide. It syndicates your press release across thousands of media outlets, journalists, and Google News.
  
• Pros:
  
  • Unmatched reach and reputation
    
  • Substantial SEO impact via syndicated placements
    
  • Trusted by major corporations and media houses
    
• Cons: Expensive (membership + distribution fees)
  
• Use this when making a significant announcement, such as funding rounds, acquisitions, product launches, or entering a new market.

Business Wire (Paid – Financial & Corporate Announcements)

• Best for: Investor relations, financial updates, earnings reports
  
• Why it works: Backed by Berkshire Hathaway, Business Wire is widely used for corporate and financial press releases. Journalists covering finance often source directly from here.
  
• Pros:
  
  • Strong credibility in corporate/financial sectors
    
  • Excellent reach in regulated industries (finance, healthcare, law)
    
• Cons: Premium pricing, not necessary for smaller brands
  
• Use this if your press release involves corporate credibility, earnings, funding, IPOs, or compliance updates.

GlobeNewswire (Paid – Affordable Global Reach)

• Best for: Mid-sized businesses and startups with international goals
  
• Why it works: Offers global syndication at a lower cost than PR Newswire or Business Wire.
  
• Pros:
  
  • Budget-friendly compared to the top competitor.
    
  • Good international distribution network
    
• Cons: Slightly less prestige than PR Newswire
  
• Use this if you want international reach without spending thousands per release.
  

Times News Free Press (Regional Reach)

• Best for: Local businesses, events, and community updates
  
• Why it works: Regional newspapers and local media outlets still carry weight for small to mid-sized businesses. Getting featured here boosts local SEO and trust.
  
• Pros:
  
  • Direct impact on local audiences
    
  • Affordable or sometimes free
    
• Cons: Limited reach beyond your region
  
• Use this if you’re promoting a local event, store opening, or community partnership.
  

Free Press Release Directories (Budget-Friendly Options)

• Examples: PRLog, OnlinePRNews, EIN Presswire (basic/free tiers)
  
• Best for: Small businesses and startups testing press release distribution
  
• Why it works: These directories offer basic visibility and can aid in SEO indexing, although they lack the authority of paid networks.
  
• Pros:
  
  • Free or low-cost
    
  • Suitable for beginners, testing the waters
    
  • Can still deliver backlinks and Google indexing
    
• Cons: Limited reach and credibility compared to premium networks
  
• Use this option if you’re on a tight budget but still want your release published somewhere.
  

Press Release Format Example (Template)

A press release works best when it follows a standardized format. Journalists, editors, and even Google News expect a familiar structure. So sticking to it improves your chances of getting picked up.

Here’s a proven press release template you can adapt for your brand in 2025:

Press Release Template

FOR IMMEDIATE RELEASE
(This line tells journalists your news can be published right away. If it’s embargoed, write “EMBARGOED UNTIL [DATE]” instead.)

Headline: [Your Big News in Clear Words]

• Keep it short, factual, and compelling.
  
• Include a keyword for SEO (for example, “T-Ranks Launches New Digital PR Service for SaaS Brands”)
  

Subheadline (Optional): [Supportive detail or secondary hook]

• Use this to add extra context or highlight a benefit
  

Dateline (City, State — Date)

• Example: New York, NY — September 12, 2025
  

Lead Paragraph: [Answer the 5W’s (Who, What, When, Where, Why)]

• Example: T-Ranks, a leading SEO and digital PR agency, today announced the launch of its new AI-powered PR solutions, helping startups gain high-authority media exposure.
  

Body Paragraphs:

• Expand with supporting details (features, benefits, stats, context)
  
• Include quotes from leadership or industry experts (journalists love ready-to-use quotes)
  
• Add data or milestones to strengthen credibility.
  

Boilerplate:

• A short company description, typically 2–3 sentences
  
• Example: About T-Ranks: T-Ranks is a digital PR and SEO agency specializing in high-authority backlinks, content marketing, and brand growth strategies. Since 2018, it has helped over 500 businesses scale online visibility.

Contact Information:

• [Full Name]
  
• [Job Title]
  
• [Email Address]
  
• [Phone Number]
  
• [Company Website]
  

Final Thoughts

In 2025, a well-structured press release is more than media outreach. It’s an SEO and branding tool. When optimized and distributed correctly, it can boost your visibility in Google News, strengthen E-E-A-T signals, and attract long-term media attention.