How do I write a press release?
Start with a verifiable announcement. State it in the headline and answer the key questions in the opening paragraph. Add supporting details, approved quotes, sources, a brief organisation description and a reachable press contact.
What is a press release?
A press release is a public announcement issued by a company or organisation. It informs media and other interested readers about a specific development. The source is identified and is responsible for its statements. A release should therefore be distinguished from independently researched journalism.
Possible occasions include a new location, a clearly explained product launch, a research partnership or a published study. A general introduction without a new development is closer to a company profile than a news announcement.
Before writing: choose the news and answer the key questions
First describe in one sentence what is new and whom it affects. Then collect supporting evidence. This helps prevent a planned development from accidentally being presented as an accomplished fact.
| Question | What the release should explain |
|---|---|
| Who? | Which company or organisation is making the announcement? |
| What? | What specific development, decision or event is being announced? |
| When? | When does it happen? Use an unambiguous date. |
| Where? | Which location, site or market is involved? |
| Why? | Why is it happening, and why does it matter to the intended audience? |
| How? | How is the development being implemented, and what actually changes? |
| What is the evidence? | Which primary source, study or approved statement supports the claims? |
Build your press release with six elements
Headline: state the news
Be specific about who is doing what. “Company opens a repair centre in Erfurt” explains more than “A milestone for the future”. Use the relevant technical term when your audience understands it.
Subheading: add useful context
Add a date, location or specific development. Do not simply restate the headline. A subheading can help, but is not essential for every short announcement.
Lead: put the essential facts first
The first paragraph should make sense on its own. Identify the source, announcement, location and timing. An additional sentence can explain why the development matters.
Body: explain details, figures and quotes
Order information by importance. Give units, periods and reference values for figures. Identify forecasts as forecasts. A quote should add meaningful context and must be approved by the person quoted.
Boilerplate: explain the source
Briefly explain what the organisation does and where it operates. Use a consistent description. Superlatives need substantiation.
Press contact and sources: enable follow-up
Provide an approved contact for media enquiries and link to material primary sources. Publish only contact details and media that you are authorised to make public.
A worked example
Fictional writing example, not an actual company announcement. All details are illustrative.
Example Company opens a repair centre in Erfurt on 2 November
New location will accept repair enquiries for household appliances
Erfurt, 24 October 2026 – Fictional Example Company will open a repair centre in Erfurt on 2 November 2026. Customers will be able to bring household appliances to the location for assessment and repair. The site adds an in-person service point to the company’s existing mail-in service.
Following a technical assessment, customers will receive an estimate. The company will publish accepted appliance types and opening hours on its own website before the opening. Prices and repair times will be specified for each individual job.
This example deliberately avoids invented customer figures, market-leadership claims and purportedly real quotes. In your own release, add substantiated background, approved statements and genuine contact details here.
About the source
Example Company is a fictional organisation used for this writing guide.
Press contact
[Name, role and approved business contact details]
A press release template you can fill in
Replace the placeholders with verified details. Include only sections that add information relevant to the announcement.
[Headline: Who is doing what?]
[Optional subheading: key supporting detail]
[Location], [date] – [Source] [specific announcement].
[When and where? Why does it matter?]
[Details: implementation, substantiated figures, background]
[Source with date, units and reference period]
[Optional approved quote, name and role]
About [organisation]
[Brief factual background]
Press contact
[Name / role]
[Approved business email / telephone]
Sources and image credits
[Primary sources, usage rights, credit information]You can use this template as a starting point in the Presslify editor. Do not publish the placeholders: review the completed text in full before submitting it. Go to submission →
SEO and GEO: make press releases clear and substantiated
SEO addresses discoverability in search engines. GEO here refers to preparing information for AI-assisted answers. In both cases, start with a clear announcement, an identifiable source and verifiable information.
- Name the company, product, location and event unambiguously. Explain abbreviations on first use.
- Give key answers in complete sentences. Use subheadings that accurately describe the section below them.
- Link to the original source for figures and studies. A search result or unsupported AI answer is not evidence.
- Use relevant terminology naturally. Repeating search phrases does not automatically make the text more useful.
Google specifies no special additional technical requirements for its AI search features. Inclusion in search results or AI answers is not guaranteed. Source: Google Search Central on AI search features.
Find further guidance on titles, sources and discoverability in our press release SEO guide.
Common mistakes
| Problem | Better approach |
|---|---|
| “Unique”, “revolutionary” or “market-leading” without evidence | Explain the specific characteristic and substantiate comparisons. |
| The actual news appears only at the end. | Move the announcement and its significance into the lead. |
| Figures without a period, unit or source | State the reference value and original source alongside the figure. |
| A quote introduces claims unsupported elsewhere. | Substantiate factual claims and clearly attribute opinions. |
| The press contact is unavailable or not approved. | Confirm contact details and responsibility before publication. |
Pre-publication checklist
- Is there a specific new development?
- Does the lead answer the key questions?
- Have names, dates, locations, figures and product details been checked?
- Are forecasts, opinions and facts clearly distinguished?
- Are quotes, contact details and usage rights approved?
- Are sources linked and image credits included?
- Do the language and section match the release?
- Have placeholders, internal notes and promotional filler been removed?
Frequently asked questions about writing press releases
How long should a press release be?
As short as possible and as complete as necessary. A simple announcement needs less space than a study requiring context. Remove repetition before cutting important evidence. No universal minimum word count makes a release useful.
What belongs in the first paragraph?
The source, specific announcement, relevant location and timing. Explain its significance to the audience when that is not obvious. The paragraph should make sense on its own.
Can I write my own press release?
Yes. What matters is authority to publish, accurate details and a clear structure. Have the completed version checked by a responsible person and obtain approval for quotes.
Can AI help with drafting?
AI can assist with structure, editing or a first draft. Check all statements, sources and quotes yourself. Do not enter confidential information into external systems without appropriate authority.
Should I translate a release for the English edition?
Submit a complete English text for the English edition. A German release does not automatically become an English publication. After translating, check names, figures and specialist terms in particular.
How do I publish the completed text on Presslify?
Create an account, confirm your email and sign in. Select the language and section, add the title and text, then submit the release. Publication follows approval.
Sources and further help
The search and AI-search guidance draws on these public primary sources. The example and template above are original writing aids from Presslify.
- Google Search Central: AI features and your website
- Google Search Central: Creating helpful, reliable, people-first content
- Google Search Central: Article structured data
Continue with: Press release examples · Publication process · Company press work.
Is your announcement ready?
Review the checklist, then submit your German or English release for approval.
Submit your press release →