What Is a Press Release and How To Write One [With Free Template]

Having your business featured in news media can elevate it into the public eye, bring exposure to new customers in your area, and grant some extra credibility. If you’re looking for an efficient and cost-effective promotion opportunity, turning to local media outlets can be a great choice. Often, this all starts with a press release, a way to let media outlets know about what’s going on in your business. Here’s a guide on how to write a press release or media advisory, along with a template to make writing yours as simple as possible.

What is a press release?

A press release is a ready-to-publish news story written on behalf of a business or organization, according to journalistic standards. It is most often an announcement of new initiatives, or a straight news story about updates to a business or organization. Also known as a news release, it is sent to media outlets to publish or broadcast the story. Publications may run it as-is, or use it as a jumping off point to write their own piece after gathering more information. 

Reach more customers through email and text

See how -/^

How press releases can benefit your business

Whether you’re a small business owner or a startup founder, learning how to write a press release can lead to valuable media coverage and increased online presence.

Press releases can provide businesses of all sizes a platform to share their latest news and promote themselves. Using local media can be an effective marketing strategy to get your name out there, create a positive relationship with your community, and appeal to local interest. 

Proactively sharing press releases with journalists and other publishers has the potential to expand visibility, build brand awareness, and gain attention for advocacy campaigns. If your business has a genuinely newsworthy story, you have a strong chance of getting media coverage. Understaffed newsrooms and busy journalists always need new and intriguing stories, so providing a story simplifies their process and creates a win-win situation.

How to write a press release

As a business owner seeking publicity for your business, writing press releases is a great skill to add to your toolkit. While it may feel intimidating, they are not necessarily difficult to write, but they do have a certain set of rules to follow for the best results. Here are some key points to keep in mind throughout the process.

Selecting a topic

Not everything your business does may warrant news coverage. When choosing a topic, consider what elements of your business may be appealing both to local media and to everyday people. It helps to think about what you yourself would want to read. Highlight what makes your business unique and  important to the community. 

Here are a few examples:

• Launching a new product or service
• Winning an award
• Hosting a local event
• Announcing the rebrand of your business
• Celebrating an anniversary

Focus on something recent or upcoming in your business. Tap into the emotional connection of the story, making sure to explain not only what you’re doing, but how it can help or affect others. 

Express your brand’s unique vibe with a versatile website theme.

Explore themes -/^

The importance of formatting  

The format of your press release can determine if a journalist or news outlet will take the time to read it. A clean and properly structured press release can go a long way to increase your chances of it getting picked up. Here are some basic formatting guidelines to create a successful news release:

• Keep it to one page
• Use single-spaced text and heading
• Concise headline and informative sub-header
• Include a dateline before the body of the text
  • e.g.: Los Angeles, CA, January 1, 2024
• Include a boilerplate at the end
  • This is a standard biography of the organization in paragraph format
• Include a slug, or ending notion, at the bottom center of the page
• • This indicates to the reader or journalist that they have reached the end of the document
  • e.g.: ###

Writing style and components

In addition to formatting, it is critical to write in a way that works in the media. Journalists and general audiences reading your news releases appreciate accurate, precise, and clear language. They’re also looking for key details to help their audience understand the relevance and importance of the story.

Here are some tips to consider for writing an effective press release:

• Headlines should be short but complete sentences.
  • Try to use your company’s name in the headline, usually in the present tense.
  • e.g.: PCar Pirates host Porsche enthusiasts at Marconi
• Be as objective and non-promotional as possible.
  • Emphasize local interest and the value of what your business is doing, rather than using it purely as an advertisement.
• Use the inverted pyramid writing structure.
  • Include the most important information or main idea at the beginning, so anyone skimming can immediately get the point.
• Make the body content specific and succinct.
  • Keep your sentences short and clear, using precise details instead of generalities.
  • Include the 5Ws & 1H: Who, What, Where, When, Why, How.
• Include at least one strong quote from a prominent figure associated with the company.
  • Quotes should be written in the past tense, followed by attribution.
  • e.g.: “We worked very hard all year to curate interactive activities to make this event special,” manager John Smith said.
• Link out to any relevant web pages whenever possible.
  • Hyperlink text to keep the URL hidden.
  • Include your company’s website, event page, product links, and more.

Find solutions and connect with your peers

Learn more -/^

Sample press release

Here is an example of a press release from Square about the launch of Square Handheld that was featured in major international publications. Feel free to use it as inspiration and as a visual representation of what yours should look and feel like. When you write your own, try to replicate its structure, how it implements the key components, and the writing style. 

Use a template to write a press release

We’ve created a press release template for you to follow to write a press release for your own business. Using the attached file, edit the document to include information relevant to your business, replacing anything in [brackets]. Insert your business information and logo at the top, and follow the guidelines to write a full announcement about your business. 

Consider hiring a professional

For more complicated news releases or for higher chances of success, you may want to consider working with an experienced specialist. Hiring a marketing, advertising, content marketing, or PR professional can also help amplify your company’s general marketing efforts.

Are you looking to connect with other Square sellers? This guide was inspired by a Square Community conversation.

Download template