| Explore why press releases are still a must-have in 2025, how to write them like a pro, and how to tailor them for any situation. |
The humble press release has come a long way. Once a simple paper document, today’s press releases are often multimedia-rich, socially shareable, and optimized for search engines. Yet, their core purpose remains the same: to tell a newsworthy story that captures attention, builds credibility, and inspires action.
In this blog, we’ll explore why press releases are still a must-have in 2025, how to write them like a pro, and how to tailor them for any situation. Plus, we’ve got tips from PR experts, a customizable press release template, and a look at how Presspage can help you take your press releases to the next level.
What is a press release?
We’re sure you already know what a press release is—but just so the record shows - let’s define things (officially)!
A press release is a short, compelling news story written by an organization and shared with media outlets, journalists, or the public. Its purpose is to announce something newsworthy—such as a product launch, event, or major milestone—in a clear and concise format.
Typically, a press release follows a standard structure, including a headline, lead paragraph, and supporting details, often enhanced with quotes, visuals, or multimedia. Press releases are essential tools for shaping narratives, building credibility, and ensuring consistent messaging across different channels.
OK - now onto the good stuff…
Why a good press release is still essential
In the last few decades, the media landscape has changed dramatically, meaning the public relations workflow we relied on for years is no longer a recipe for success. However, this evolution has not diminished the importance of the press release. On the contrary, it remains one of the most powerful tools to maintain:
Credibility and control
A quality press release positions your organization as a trusted authority, ensuring you can take charge of the story. It provides a ‘single source of truth’ that can be especially helpful in delicate scenarios (think crisis communication and partnerships).
Relevance in a digital landscape
Press releases remain a staple for journalists and media outlets because they are concise, structured, and easy to distribute. A well-crafted press release saves them the hassle of piecing together a story from scattered sources, such as your social media accounts, website, and brand newsroom.
Not only this, but a good press release can significantly boost your SEO efforts by driving traffic to your website, generating backlinks, and increasing your online visibility. By incorporating relevant keywords and linking to owned content, press releases can improve your search engine rankings while ensuring your news reaches the right audience through organic search.
Sally Stewart, author of Media Training 101, reminds us that a successful press release should “make the phone ring or the email ding.” In other words, it should inspire action—not simply be the final result.
But it’s not just about having something to say—it’s about ensuring your story is genuinely newsworthy. Stewart cautions:
“If you put out too many press releases of little news value, you will hurt your organization’s reputation. Journalists will become frustrated and eventually stop reading your releases altogether.”
This is why understanding your audience—and tailoring your message accordingly—is so important.
| Pro Tip: Presspage makes it easy to target the right audience with our media database of millions of GDPR-compliant journalist profiles, advanced filters, and hyper-local PR distribution. |
What is the structure of a good press release?
A well-structured press release is the foundation of effective communication. It ensures your message is clear and engaging, making it easier for journalists to turn your story into news.
Whether announcing a product launch, sharing a company milestone, or responding to a crisis, following a tried-and-tested press release format can help deliver a release that grabs attention and drives action.
Stick to this structure for great results:
- Headline: An attention-grabbing headline that clearly conveys the news.
- Subheadline: A secondary line that adds depth to your headline.
- Lead paragraph: The "who, what, when, where, why, and how" of your story.
- Body: A deeper dive into supporting facts, multimedia, and context.
- Call to action (CTA): Direct the audience to take the next step, such as visiting a website, attending an event, or contacting you for more details.
- Boilerplate: A concise summary of your organization.
- Contact information: Ensure journalists can quickly get in touch.
PR experts agree that crafting a compelling, clickable headline is key. As Sally Stewart puts it:
“If you don’t catch the reader’s attention with the headline, they will just click right past your release.”
What occasions call for different types of press releases?
Press releases are a versatile tool, but they’re not one-size-fits-all. Each occasion requires a tailored approach to ensure your message resonates with the right audience. Whether launching a new product or managing a crisis, here’s how to adapt your press release format for different scenarios—plus free templates to help you get started.
5 free press release templates - Download
1. Product launches
When introducing a new product, your press release should focus on features, benefits, and the problems it solves for your target audience. Use clear language to communicate what makes your product unique and why it matters. Including quotes from product developers or executives adds credibility, while multimedia, like product images or demonstration videos, can make your release more engaging.
2. Event announcements
Whether you’re hosting a conference, webinar, or public appearance, an event press release format should build excitement and encourage attendance. Provide key details like the date, time, location (or virtual link), and purpose of the event. Adding a compelling CTA—like how to RSVP or purchase tickets—ensures readers can act immediately. Highlighting keynote speakers or unique features of the event can also help generate buzz.
3. Crisis communication
A well-timed press release can help you maintain transparency and protect your reputation in a crisis. Focus on clarity and honesty, addressing what happened, the steps your organization is taking to resolve the issue, and any future actions to prevent recurrence. Including quotes from leadership demonstrates accountability, and offering a point of contact for further information ensures open communication.
4. Company news
When sharing organizational updates like leadership changes, anniversaries, or new initiatives, your press release should emphasize the significance of the news. Explain why it matters to your stakeholders and how it reflects your company’s growth or values. Including quotes from key figures adds a personal touch, while showcasing milestones visually with charts or timelines can help tell your story more effectively.
5. Partnerships
A partnership press release should highlight the collaboration's mutual benefits, how it aligns with your organizational goals, and what it means for your customers or stakeholders. Be sure to include quotes from both parties, demonstrating the partnership's shared enthusiasm and strategic importance. If applicable, outline specific projects or initiatives that will come out of the collaboration.
| Pro tip: Presspage’s advanced filters make this kind of targeting effortless, ensuring your press release lands in the hands of the right people. |
Tips for writing a great press release
We interviewed seven PR professionals to learn their best practices for effective press releases. Here are their top tips:
Have a newsworthy story
A press release is only effective if it has something meaningful to say. Sending out a release just for the sake of it risks alienating journalists and muddying your brand’s credibility.
Before writing your release, ask yourself:
- Is this story relevant to your target audience?
- Does it align with the intended outlet or journalist’s area of focus?
- Would it spark genuine interest?
Keep your audience in mind
While crafting your press release, always think about the audience you’re trying to reach. The angle or information you highlight for one journalist or media outlet might need to differ for another. Tailor your press release format and approach to ensure you align with the journalist’s or media outlet’s tone, and, most importantly, what their readers care about.
As Kerry Ludlam, Associate Director of Public Relations at the Shepherd Center, puts it:
“Reporters will appreciate that you’ve taken the time to understand their interests. Hopefully, they’ll reward your diligence with positive coverage.”
Be compelling and inspiring
A press release needs to grab attention from the very first word. Start with a clear, compelling headline packed with value. Journalists receive countless press releases daily—if your headline doesn’t stand out, they’ll unlikely read further.
In addition to crafting a strong headline, focus on making your content engaging. Stay true to your company’s tone of voice, but use compelling language that draws readers in and conveys why your story matters.
Personalize your quotes
Quotes are more than just filler—they’re an opportunity to add a human voice to your story. Keep them short, authentic, and aligned with the central message of your press release. Avoid generic statements like “we’re excited about this” and focus on meaningful insights or context that bring depth to your news.
David Blumberg, Senior Director of Public Relations at TransUnion, advises:
“A quote should be informative yet succinct. Two to three sentences at most. Use it to reinforce your key message while avoiding overused buzzwords like ‘unique’ or ‘one-of-a-kind.’ Instead, explain why the announcement truly matters.”
Add multimedia content
A press release isn’t just about words. Including visuals like images, videos, infographics, or downloadable assets can significantly increase engagement. Multimedia content makes your release more visually appealing and provides journalists with valuable resources for their coverage.
Lauren Keane, Assistant Vice President of Communications at Southern New Hampshire University, explains:
“By providing raw video clips, photos, and interviews, we make it easier for reporters to package stories in their own way. They appreciate it, and it helps drive more coverage.”
| Pro tip: Presspage offers a media database where journalists can access rich media assets directly from your newsroom. |
Make It Easy to Follow Up
Don’t let a journalist drop your story because they couldn’t get in touch. Always include clear contact information for your PR team or spokesperson. A name, direct phone number, and email address make it easy for journalists to set up interviews, ask questions, or clarify details—giving your story a greater chance of being picked up.
By following these tips, you’ll create press releases that not only tell great stories but also make it easy for journalists to cover them. With a newsworthy angle, compelling content, and rich visuals, your press release will stand out from the crowd and deliver real impact.
How Presspage Makes It Easy
Presspage takes the guesswork out of creating and distributing press releases. Here’s how:
Branded Newsroom
A polished, professional newsroom is essential for showcasing your press releases and brand assets. With Presspage, you can centralize all your communications in one branded hub that’s easy to navigate and always up-to-date. Include multimedia like videos, high-quality images, and downloadable documents to make your newsroom a go-to resource for journalists, investors, and other stakeholders.
Effortless Distribution
No more manually formatting or scheduling press releases. Presspage automates the process, ensuring your newsletters and social posts are perfectly formatted and distributed at the optimal time. Smart scheduling tools help you avoid embargo breaches, coordinate global releases, and maximize the impact of your announcements.
Analytics and Insights
Understanding how your press releases perform is key to improving your PR strategy. Presspage’s analytics allow you to track engagement, measure the reach of your stories, and identify what resonates most with your audience. These data-driven insights allow you to refine your approach and showcase PR’s value to your organization.
Global Reach
Whether you’re targeting local markets or global audiences, Presspage makes it easy to tailor your press releases. Publish in multiple languages, and use hyper-local targeting tools to ensure your message lands with the right people in the right places. By reaching specific audiences with precision, you’ll maximize the relevance and impact of your communications.
With Presspage, you’ll spend less time on repetitive tasks and more time focusing on what really matters: telling stories that resonate.
Take control of your PR today
Modern press releases are useful tools for building your brand, protecting your reputation, and connecting with your audience. With Presspage, you can create, distribute, and analyze them—all in one seamless workflow.
