Press release writing: a guide for pros
What customers ask, how to win the job, and what to put on your profile.
Offering press release writing
Press release clients want their news read by editors who receive many releases each day. Show that you lead with the news, keep quotes honest, and build a short list of outlets that fit the story.
What customers ask
- What makes an editor read my release?
- Can you write quotes for our leaders?
- Will you send the release to the media for me?
- How long does a release take?
- Do you write a pitch email as well?
How to win the job
- On the first call, ask what the news is, why it matters now and which editors would care, then say which of those is the strongest angle.
- Ask the client for the facts in writing, and confirm each name, date and figure before you draft.
- Show a sample headline and first paragraph for the client's news, so they can see the approach before the full release.
- Put the number of releases, the quotes and the revision rounds into the quote, so the scope is clear.
- Draft a short list of target outlets with the reason each one fits, and let the client choose which to use.
- Ask the client to approve each quote in writing, with the person's name and title as they want them published.
What to put on your profile
- Sample releases, with the industry and type of news noted, shared with permission.
- Industries and announcement types you write for, such as launches, hires, events or partnerships.
- Your process: news review, facts, headline, quotes, company description and approval.
- A note on how you handle quotes and approvals.
Follow-up that helps the customer
- Offer a follow-up release when the news develops, such as a result or a milestone.
- Suggest a short list of outlets that have covered similar news, for the next announcement.
- Offer to update the company description once a year, so it stays accurate.
Licenses and permits
Press release writing is not commonly licensed, so you usually do not need a license to offer it. Check with your state or local licensing agency for business registration, and keep a written agreement that names who approves quotes and facts before a release goes out.
Questions
How do I show I know what editors want?
Show releases that outlets used, if the client agrees to share them, and describe the angle each one took. Explain why the first paragraph gives the news in plain words.
Should I send releases directly to journalists?
Only with the client's approval, and only to a short list that fits the story. Describe your distribution method in the agreement, including who answers journalists' questions.
What if the news is not strong enough for a release?
Tell the client honestly. A release with no clear news can damage the client's standing with editors, so suggest a different kind of update, such as a post or a newsletter item.
Pro reviewers
Pros who offer press release writing remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.
Edit history
- Oct 29, 2026: Drafted by infinibell to our content guidelines.
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