Anatomy of a Press Release: How to Write One That Works

How to Use Them without Wasting Your Time

Why This Matters

Press releases follow a century-old format because it works. Done right, they communicate credibility, clarity, and authority. Done wrong, they sound like fluff and reflect poorly on your brand.

Founder's Point of View

Think of a press release as your blueprint for how you want history recorded. Journalists, analysts, and investors may pull from it years later. The structure and tone you use matter—it’s not just about sharing news, but about shaping how your company is perceived.

Overview

A strong press release uses the inverted pyramid: most important info first, supporting context next, standard background last. Keep it concise (400–600 words) and professional.

Core Components:
- Headline – newsy, direct, specific
- Subhead – optional, adds context or a secondary angle
- Dateline – city and date
- Lede paragraph – answers who, what, when, where, why, how in first 2–3 sentences
- Body – context, supporting details, relevant data
- Quotes – from CEO or relevant exec; should add insight, not filler
- Boilerplate – standard company description, consistent across all releases
- Related assets – logos, headshots, product photos, fact sheet, media kit link

Best Practices:
- Write in AP style (neutral, fact-based, short sentences)
- Provide context (numbers, milestones, relevance to industry trends)
- Keep quotes human, not corporate jargon (avoid: “We’re thrilled…”)
- Link to deeper resources (blog posts, case studies, FAQs) rather than cramming everything in
- Ensure visuals are high-quality and easy to download

Key Actions to Take

Metrics

Clarity: how many journalists reuse lede language or quotes
Download/usage rates of linked assets (logos, images)
Consistency of boilerplate across coverage and analyst reports
Internal efficiency: time spent drafting and revising vs. time saved with templates

Examples

A SaaS startup leads with data: “More than 10,000 teams now use [product]…”, creating a concrete hook.
A fintech company’s CEO quote frames strategy: “This round allows us to expand access to underserved communities.”
A biotech startup includes high-res images and a press kit link, making it easy for reporters to cover the story quickly.

Tools

Writing & style guides: AP Stylebook (paid), Purdue OWL (free)
Press kit creation: Canva, Figma (paid/free) + Google Drive folders (free)
Hosting & access: Presspage, Notion (paid/free) + company newsroom page (free/low-cost)

Optional Assets

Pro Tips

Create a reusable press release template in AP style for consistency
Draft quotes in partnership with execs but edit them for readability
Always test your release by asking: “If this was the only record of the event, would it make sense to an outsider?”

Don't Make These Mistakes

Burying the lead with background before the news
Using jargon-filled or “thrilled-to-announce” quotes
Overstuffing with irrelevant detail instead of linking out
Forgetting a boilerplate, leaving journalists without a standard company description