Press releases remain one of the most effective tools organizations can use to create earned media, build credibility, and increase online visibility.

While the media landscape has changed over the last decade, a well-written and distributed press release should still serve as the foundation for many successful public relations campaigns. 

In addition to attracting media attention, press releases can strengthen search engine optimization (SEO) and improve visibility in generative AI search through generative engine optimization (GEO) when they are written and circulated the right way. 

To achieve optimal results, however, organizations must know when a press release is appropriate, how to write one effectively, and how to distribute it strategically.

When to Issue a Press Release

Not every company announcement deserves a press release. One of the biggest mistakes organizations make is issuing releases for minor internal updates that offer little value to journalists or the public. Before drafting a release, ask yourself whether the announcement is newsworthy. Strong candidates for a press release include:

  • Executive hires and leadership changes
  • Product launches
  • Partnerships
  • Awards and industry recognition
  • Major company milestones
  • Community News

That being said, there are exceptions. Even if an announcement is unlikely to create media coverage, publishing a press release on your company’s website can still provide SEO and GEO benefits by creating structured content that search engines and AI tools can find, index and reference.

How To Write an Effective Press Release

An effective press release presents news in a clear, concise way. Rather than using promotional language, it should communicate the facts in a way that allows journalists to quickly understand the story and determine whether it is relevant to their audience.

A strong press release typically includes the following elements.

Headline: Your headline is often the deciding factor in whether someone continues reading. It should clearly communicate the news while remaining brief and specific. Whenever possible, include numbers to show tangible value.

Subhead: A subhead provides additional context by expanding on the headline. This gives readers a better understanding of what the release is about before they begin reading. 

Dateline: Every press release should begin with a dateline that includes the location and distribution date. This immediately tells readers where the news is happening and when it was announced.

Lead Paragraph: The opening paragraph should answer these five questions upfront:

  • Who?
  • What?
  • When?
  • Where?
  • Why?

Journalists often decide within the first few sentences whether a story is worth pursuing, so avoid lengthy introductions in your press releases and get to the point.

Body Copy: The body of the press release should follow the inverted pyramid style. Begin with the most important information, then provide supporting details in descending order of importance. This structure allows busy reporters to quickly understand the story and get the central message. 

Executive Quote: An executive quote adds human voice and reinforces the key message. Rather than repeating facts already included in the release, the quote should explain why the news matters and supports the organization’s broader mission or goals.

External Links: Include links to supporting webpages, product pages, research reports, or even event information. These resources help support the story and drive traffic back to your website.

Boilerplate and Media Contact: Every press release should include these important elements:

  • A boilerplate which is a standard “About” paragraph for every company featured.
  • A media contact with an email address and phone number so reporters can easily request interviews or additional information.
  • Lastly, make sure to include logos for all companies involved. 

► Download Pierpont’s Press Release Best Practices Guide

Best Writing Tips for Clarity and Impact

Good press releases prioritize clarity. While every announcement should be engaging, journalists are primarily looking for accurate and useful information not advertising copy.

While it may be tempting to use marketing jargon, journalists are looking for newsworthy information they can quickly understand and report. Lead with the news, not promotional messaging, and write with journalists as your primary audience.

Whenever possible, keep your press release to one page and use plain, direct language that communicates your message clearly. If your announcement includes acronyms or industry-specific terminology, explain them when appropriate so readers outside your industry can easily understand the content.

Research from Known Entity—a UK-based AI Authority consultancy—found that content with measurable, verifiable information is more likely to be referenced by AI tools than vague marketing statements, making it more valuable for both journalists and online visibility.

Finally, be sure to proofread your press release carefully before distribution. Even small grammar, spelling, or formatting errors can weaken your organization’s credibility.

In short, a clear, accurate press release is far more likely to earn media attention than one filled with marketing buzzwords.

Optimizing for Today’s Digital Environment

Today’s press releases serve a much broader purpose than media outreach alone. They also contribute to your organization’s digital presence.

Search engines and generative AI tools like ChatGPT or Claude are changing how people discover information online. Because of this, organizations should consider both traditional SEO and generative engine optimization (GEO) when writing press releases. Use relevant keywords naturally throughout the release, but make sure to not overdo it. The priority should always be communicating the news clearly.

When appropriate, organize your press release with clear, descriptive subheadings. They make the release easier to read, help journalists quickly find key information, and improve the overall flow of the content, while also making them easier for LLMs to understand what’s been written.

Finally, include at least three to five specific, verifiable facts whenever possible. Research suggests that measurable information, such as statistics, dates, or company milestones, makes content more credible and increases the likelihood that AI tools will retrieve and reference it.

Press Release Distribution: Getting Your Release in Front of the Right People

Writing a strong press release is only half the process. Distribution plays an equally important role in determining whether your news reaches the right audience.

Rather than sending every release to hundreds of reporters, build and maintain a targeted media list. Remember: quality over quantity. 

Many organizations also use wire services to expand the reach of their press releases. Services such as Business Wire, PR Newswire, and GlobeNewswire distribute announcements to media outlets, news websites, and other online platforms.

The best option depends on your organization’s goals. As discussed in our blog post, How to Optimize Press Releases for Maximum Visibility for AI, GlobeNewswire is a strong choice for organizations focused on AI visibility and search performance, while Business Wire is often preferred for traditional media outreach and investor communications.

Regardless of the service you choose, a wire service can help extend the reach of your announcement and improve its online visibility.

Wire services should complement, not replace, targeted media outreach. Pitching selectively to beat reporters and editors who regularly cover your industry with personalized notes explaining why the announcement is relevant to their audience is often more effective than sending the same message to every journalist.

Organizations should also publish every press release on their own online newsroom or website. This creates a searchable version of the announcement that supports SEO and GEO while providing a reliable source of information.

Make sure to share your press release across social media platforms and with internal stakeholders. These additional distributions can help boost earned media coverage while reaching audiences directly.

After Distribution: What to Do Next

Distribution is not the end of the process. Successful public relations teams continue monitoring results after the release is published.

After issuing a press release, organizations should:

  • Monitor media coverage and news pickup. Set Google Alerts or use media monitoring tools such as Meltwater to track mentions.
  • Follow up with select reporters who may be interested in the story, but be sure to not bother them. 
  • Measure website traffic, backlinks, and earned media placements. Evaluating these metrics helps determine what worked well and provides insights for future press releases.

Download Pierpont’s Press Release Best Practices Guide

Thanks to intern Micah Talley for helping draft this post.