Press release writing: what to know

What the job involves, what changes the price, and what to ask a pro.

What press release writing is

A press release writer drafts a news announcement in standard press format, with a headline, key facts, quotes and contact details. The release is written so a journalist can read it quickly and decide whether the news is worth covering.

Signs you need it

  • You have news to share, such as a launch, a hire, an award or an event, and you want the media to see it.
  • You are announcing a partnership or a new location and need a clear, factual release.
  • Your last release was unclear or buried the news, and no coverage followed.
  • You need a release in a format editors recognize, with a dateline, a headline and a company description.
  • You have news that affects your business and need a fast, accurate public statement.
  • You want quotes from leaders that sound like them and say something useful.

What the pro does

  • Gets the facts from you: who, what, when, where, why, and the details that matter to readers.
  • Writes a headline and a first paragraph that give the news in plain words.
  • Adds supporting paragraphs, a quote from a named person you approve, and background on the organization.
  • Adds the contact details and the company description that editors expect, and checks that the release fits on about one page.
  • Checks every fact with you and delivers the release as plain text and as a document you can send.

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • Length of the release and the number of quotes.
  • How much news detail you supply, compared with what the writer must research.
  • Whether a media list or a pitch email is drafted as well.
  • Number of revision rounds and the deadline for the release.
  • Complexity of the announcement, such as a legal, financial or safety-sensitive topic that needs more review.
  • Whether translated versions are needed.

What a written quote should spell out

  • The number of releases and the length of each.
  • Whether the quotes are drafted by the writer and approved by the named person.
  • Revision rounds and the deadline for each draft.
  • Whether a media list or pitch email is included.
  • Who owns the release, and whether the writer may reuse the company description elsewhere.

Questions to ask before you hire

  • What is the news, and why would an editor care about it?
  • Will you draft the quotes, and who approves them before they go out?
  • Can you write a plain text version for email as well as a formatted version?
  • Will you check every fact with me before the release is final?
  • Will you write a company description, and will I approve it?
  • Can you help with the pitch email that goes with the release?

Red flags

  • Writes a release that is mostly praise with no news in it.
  • Invents quotes or figures without confirming them with you.
  • Promises that the release will get coverage in a named outlet.
  • Sends the release to media without your approval.
  • Uses a headline that claims more than the facts support.

What you can do yourself

You can write the news in three plain sentences, list the names, dates and places involved, and collect the quote you want from the person it belongs to. Hire a release writer when the news is important to get right, when you need a format editors will trust, or when you have written a release and it reads like an advertisement.

Licenses and permits

Press release writing is not commonly licensed, so a license is usually not required for this work. Check with your state or local licensing agency about business rules that apply to you, and ask the writer for sample releases in your industry as proof of skill.

Press release writing questions

Will my release get published?

No writer can promise that. Editors decide what to cover. A release with clear news, accurate facts and a quick way to reach a spokesperson gives editors the best chance to use it.

Who should be the contact?

Someone who can answer questions about the news quickly and speak for the organization. Include their name, phone number and email, and make sure they know a release is going out.

Should I send the release to every outlet?

No. A short list of outlets that cover your industry or area is more useful. A release sent to many unrelated outlets wastes editors' time and can hurt future contact.

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.

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