Professional press release writing service
An effective press release does not try to impress journalists: it enables them to understand, verify and use a news story within minutes. This guide explains how to select an angle, structure the information, write the headline and lead, use quotes and evidence, prepare visuals, review the copy, organise distribution and measure the results.
Summary: how do you write a professional press release?
Begin by identifying one new and verifiable fact. Turn it into an angle that matters to the target publication’s audience, gather the evidence, then write using the inverted-pyramid structure: essential information first, context second. A standard press release normally includes a factual headline, a lead answering the main questions, a structured body, one or two useful quotes, a boilerplate and a media contact. A length of 300 to 600 words works for many announcements, although it is not an absolute rule.
Sources: Cision, State of the Media 2025 and Muck Rack, State of Journalism 2025. These percentages describe the samples and methods used in those studies; they do not guarantee the outcome of any particular campaign.
24Presse expert tip: before writing the first paragraph, summarise the story in one neutral sentence: “Today, [organisation] announces [verifiable fact], affecting [audience] from [date].” When that sentence remains vague, promotional or impossible to prove, the problem is the story or the angle—not the wording.
What is a press release?
A press release is a factual document through which an organisation provides news to journalists, newsrooms, producers, columnists, newsletter editors, podcast teams or specialist publications. It does not replace the journalist’s article. Its role is to provide enough material to decide whether the story deserves coverage and to verify and contextualise the facts.
The Cambridge Dictionary describes a press release as an official statement supplied to the media. In practice, its value depends less on being “official” than on four qualities: newsworthiness, relevance, precision and verifiability.
| Format | Main audience | Purpose | Control over the final message | Recommended tone |
|---|---|---|---|---|
| Press release | Journalists and media outlets | Offer a verifiable news story | High for the document, low for the resulting article | Factual, precise and non-promotional |
| Blog post | Customers, prospects and website readers | Explain, educate and attract an audience | High | Editorial, educational or commercial |
| Advertisement | Paid audience | Promote and convert | High within the rules of the platform | Persuasive and clearly identifiable as advertising |
| Media pitch | A specific journalist or newsroom | Secure attention, a conversation or an interview | High for the email | Short, personalised and angle-led |
Key point: a press release is neither a sales brochure nor an article that a journalist is expected to publish word for word. It supports editorial work without replacing editorial judgement.
From paper newswire copy to releases built for the web and AI
| Period | Dominant channel | Main expectation | Skill that became critical |
|---|---|---|---|
| Before the 2000s | Post, fax, news agencies and telephone | Meet deadlines and provide copy that was immediately usable | Newsroom knowledge and concision |
| 2000s | Email and online news sites | Fast delivery, digital documents and links | Deliverability, targeting and web writing |
| 2010s | Mobile, social platforms and video | Visual formats and real-time response | Scannability, speed and multimedia |
| 2020s | Newsletters, podcasts, search and AI assistants | Stable sources, structured facts and identifiable expertise | Traceability, consistency, SEO and GEO |
| 2026 and beyond | Fragmented, multi-channel ecosystems | Information that can be verified and reused without ambiguity | Fact governance and responsible updating |
The format has evolved, but the core rule has not changed: lead with the main fact before adding detail. Online publication creates additional requirements, including links to primary sources, screen-friendly images, visible author profiles, clear dates, documented corrections and consistency between the press release, the official website and other public statements.
Professional press release writing service
The original version of this page mentions an indicative fee of €395 for professional writing based on an interview. The final scope, number of revisions, technical complexity, language, deadline and distribution requirements should always be confirmed before the work begins.
| Option | Best suited to | Advantages | Points to check |
|---|---|---|---|
| In-house writing | Teams with an experienced writer and enough time | Strong knowledge of the subject and low direct cost | Lack of perspective, promotional tone and slow approvals |
| One-off professional service | A launch, study, appointment, event or isolated announcement | External perspective, journalistic structure and defined delivery | Quality depends on the brief, evidence and client availability |
| PR agency | Ongoing programmes, complex sectors, multi-country work or sensitive issues | Strategy, writing, targeting, follow-up, interviews and measurement | Higher budget and need for clear internal ownership |
| AI tool used alone | A low-risk internal first draft | Fast initial structuring | Factual errors, generic wording, invented quotes and confidentiality risks |
Important: no writer can create a credible news story when there is no new fact. Professional writing can improve the angle, structure and readability, but it cannot replace evidence or an available spokesperson.
Ask 24Presse to write your release
Prepare the subject, target date, audience, available evidence, countries and priority media sectors. The interview will separate the facts, messages and background information before the first draft is produced.
How does a professional writing project work?
- Initial brief. The organisation supplies the context, preferred date, objectives, available documents, confidentiality constraints and key contacts.
- Interview with a writer or journalist. The conversation separates the new fact, supporting evidence, implications, audiences and sensitive points.
- Angle selection. The writer proposes a formulation linking the announcement to a question that matters to the target media.
- Evidence gathering. Figures, names, dates, methods, quotes, images, primary documents and contact details are checked.
- First draft. The writer produces a structured document in a factual style.
- Client review. The organisation checks technical, legal and factual accuracy without reintroducing jargon or unsupported superlatives.
- Editorial revision. The writer resolves ambiguities and improves flow after the facts have been validated.
- Final approval. The client approves the text, media contacts, images, links and release date.
- Distribution and follow-up. The release is sent to relevant media, while enquiries, interviews and corrections are handled quickly.
24Presse field observation: the interview is often the most productive part of the assignment. The genuinely distinctive information frequently appears in an unplanned answer, a client example, a technical constraint or a practical consequence that was missing from the original brief.
Step 1: confirm that the subject is genuinely newsworthy
Journalists publish stories that may matter to their audiences: study findings, launches, innovations, appointments, expansion, partnerships, events, decisions, trends, funding, regulatory change or a documented response to a real problem. Their role is not to provide free advertising.
| Announcement | Editorial potential | Evidence expected | Possible angle |
|---|---|---|---|
| New product | High when the benefit, use or difference is demonstrable | Demo, availability, pricing, use cases and limitations | Problem solved, sector impact or change in behaviour |
| Appointment | Medium to high depending on the role and strategic change | Career history, mandate, start date, objectives and governance | New direction, rare expertise or transformation |
| Research study | High when the method is robust and the findings are original | Sample, dates, questionnaire and full data | Trend, unexpected gap or regional comparison |
| Trade show attendance | Low without a specific announcement | Programme, demonstration, expert and meeting opportunities | Innovation shown, exclusive data or speaking session |
| Company anniversary | Low on its own, stronger with a documented review or transformation | Archives, figures, testimonials and evolution | Market change, succession or documented growth |
| Partnership | Variable depending on the practical outcome | Each party’s role, timetable, beneficiaries and resources | New service, wider access or shared innovation |
The six-proof test
- The fact is new or has just become public.
- A date, location or timetable can be stated.
- A qualified person can answer questions.
- Important figures have a source and methodology.
- The story has a consequence for an identifiable audience.
- The main claims can be documented.
Step 2: choose a clear journalistic angle
The angle is the specific question through which a publication can cover the story. “We are launching an innovative solution” describes the sender’s intention. “How small manufacturers can reduce the time spent on a regulatory obligation using a measurable process” may become an editorial angle, provided the claim can be proved.
Five useful angle families
Impact
What the announcement changes for customers, employees, citizens, regions or professionals.
Trend
How the development illustrates a broader market or social shift.
Innovation
The genuinely new technical or methodological difference, including its limits.
Data
An original result, comparison or properly documented numerical signal.
Location
The local effect on jobs, investment, services, culture or the environment.
For more detailed advice on targeting and outreach, read How to Contact Journalists and the Media: 15 Practical Tips.
Step 3: build the complete press release structure
| Element | Purpose | Indicative length | Common mistake |
|---|---|---|---|
| “Press release” label | Identify the type of document immediately | One line | Confusing it with the headline |
| Date and place | Situate the announcement | One line | Missing or inconsistent date |
| Headline | Summarise the main fact | Often 8 to 15 words | Vague slogan or superlative |
| Optional subheading | Add a consequence or important detail | One short sentence | Repeating the headline |
| Lead | Answer the essential questions | About 40 to 80 words | Long institutional introduction |
| Body | Develop the facts, evidence and context | Three to six paragraphs | Too many messages |
| Quote | Add interpretation or a decision | One to three sentences | “We are delighted” without information |
| Boilerplate | Briefly present the organisation | About 50 to 100 words | Full company history |
| Media contact | Enable a fast response | Name, role, email and telephone | Unmonitored generic inbox |
| Resources | Provide access to visuals and documents | Stable links | Large attachments or expiring links |
For complete templates, use Press Release Examples and Models, 15 Press Release Examples & Free Templates and Press Kit Examples.
Step 4: use the inverted-pyramid structure
The inverted pyramid presents information in decreasing order of importance. A journalist should understand the story by reading only the headline, lead and first paragraph.
Recommended order
- The new fact: what has happened or is being announced.
- The consequence: why the story matters to the audience.
- The evidence: data, examples, timetable and availability.
- The interpretation: quote or spokesperson analysis.
- The context: history, market and technical detail.
- The resources: company information, contact details and links.
Step 5: write a clear, short and factual headline
The headline summarises the announcement in one line. It may include a key figure, date, location or genuinely differentiating feature. It should not sound like an advertising slogan.
| Weak headline | Why it fails | More useful rewrite |
|---|---|---|
| A revolutionary innovation arrives on the market | No name, no fact and an unprovable claim | Company Name launches an inventory-tracking tool for small manufacturers |
| We are proud to announce our expansion | Sender-centred and lacking evidence | Company Name opens a Lille office and plans 40 hires by 2027 |
| An exceptional partnership | No practical consequence | Organisation A and Organisation B create a joint training programme for 500 students |
A practical formula
[Organisation] + [precise verb] + [new fact] + [useful audience, location or consequence].
Expert tip: write the headline after the lead. Once the essential facts have been clarified, the headline is usually more precise and less promotional.
Step 6: write a lead that answers the essential questions
The lead is a short paragraph summarising the announcement. It should answer as many of the who, what, where, when, why and how questions as possible without becoming a list.
| Question | What to state | Example |
|---|---|---|
| Who? | The organisation, partner or person involved | 24Presse |
| What? | The exact announcement | Launches a professional writing service |
| Where? | The market, city, country or channel | In France and across Europe |
| When? | The start date, launch or availability | From 6 August 2026 |
| Why? | The problem or need being addressed | To help organisations provide verifiable information to the media |
| How? | The essential method | Interview, writing, approval and targeted distribution |
The lead does not need to tell the entire story. It needs to provide enough information for the reader to decide whether the rest is worth reading.
Step 7: write the body copy
The body develops the facts in a logical order. Each paragraph should carry one main idea and add new information.
Example sequence for a product launch
- What is it? A simple definition of the product or service.
- Who is it for? Audience, sector, location or user profile.
- What problem does it solve? A practical situation and its consequences.
- How does it work? The essential mechanism without unnecessary jargon.
- What evidence supports it? Tests, customers, data, results or methodology.
- When is it available and at what price? Timing, conditions and link.
One main message per press release
When several unrelated announcements are combined, the headline becomes vague, the lead grows longer and journalists cannot identify the core story. It is often better to create separate releases, spaced over time and distributed to different media segments.
Subheadings and transitions
Subheadings support scanning and show the progression of the article. They should summarise the idea that follows. Transitions prevent the copy from feeling like a list and show how the problem, solution, evidence and consequences connect.
Step 8: add quotes, data and evidence
What is a quote for?
A useful quote provides something the facts cannot: a decision, interpretation, priority, consequence or vision. It should not repeat the headline.
| Weak quote | Problem | More useful quote |
|---|---|---|
| “We are delighted with this launch.” | No new information | “This version reduces the inventory-control process from three stages to one while retaining human approval.” |
| “This partnership is a major milestone.” | Generic statement | “The partnership will open the programme to five additional regions from September, with a target of 500 beneficiaries in the first year.” |
How should a statistic be presented?
- Name the primary source.
- State the collection or publication date.
- Describe the size and nature of the sample.
- Summarise the method.
- Do not generalise beyond the research scope.
- Link to the full report or dataset.
Avoid: “a study shows…” without a name, date, method or link. An unverifiable statistic can weaken the entire press release even when the rest of the document is accurate.
Step 9: illustrate the story without turning it into an advertisement
Images should help the journalist understand or publish the story: a product in use, a captioned portrait, a clear chart, a useful screenshot, a map, a diagram or a short video. Generic visuals covered in marketing text are rarely reusable by a newsroom.
Information to provide for each image
- Names of the people or objects shown.
- Location and date when relevant.
- Photo credit and rights owner.
- Conditions of reuse.
- A factual caption.
- A stable link to the high-resolution version.
Video: understand the format before using it
The existing video below complements the written guide. Before watching, note the elements that make the message immediately understandable: headline, hierarchy, rhythm and visuals.
After the video, apply the ten-second test described below: an external reader should be able to identify the subject and main fact without a spoken explanation.
Existing writing footage
This short keyboard sequence illustrates the writing phase. It does not replace a demonstration, testimonial or visual that is directly connected to the announcement.
Video conclusion: multimedia should strengthen the information, never disguise the absence of a newsworthy fact.
Step 10: use a clear, objective and human style
Write simply
Choose a familiar word over a technical term whenever accuracy is preserved.
Remain factual
Replace claims of superiority with data, examples and clearly stated limitations.
Keep sentences controlled
One main idea per sentence improves readability and reduces ambiguity.
Remove jargon
Define acronyms and test the copy with someone outside the sector.
Use humour carefully
A pun may reduce clarity, translate badly or create the wrong tone for the subject.
Use the third person
A journalistic style limits repeated use of “we” while still allowing a personal quote.
The ideal length
The traditional one-page rule remains a useful discipline, but it should not force you to remove necessary information. For many announcements, 300 to 600 words is enough. Regulatory, scientific or financial subjects may require more context, provided the summary remains clear and technical detail is moved to an appendix or press kit where appropriate.
“Short” does not mean incomplete. Good copy includes everything needed to understand and verify the story, then points readers to supporting resources.
Examples of structures for different announcement types
| Announcement type | Recommended order | Essential evidence | Common trap |
|---|---|---|---|
| Product launch | Problem, solution, use, availability and price | Demonstration, testing and use cases | Describing features without explaining their value |
| Study or index | Main result, method, implications and detailed data | Sample, questionnaire, time period and full report | Selecting only dramatic findings |
| Appointment | Name, position, date, mandate, career and strategy | Biography, portrait and responsibilities | Turning the release into a full CV |
| Fundraising | Amount, investors, use of funds, goals and context | Approval of all parties and publishable financial data | Failing to explain how the funds will be used |
| Event | Programme, audience, date, venue, speakers and registration | Agenda, access, images and on-site contacts | Promoting an event without an editorial angle |
| Crisis communication | Confirmed facts, impact, action, contact and next update | Timeline, spokesperson and official documents | Speculating or minimising before verification |
For full examples and templates, see Press Release Examples and Models and Press Release Guidelines.
How do you check the quality of a press release?
| Element | Control question | Common mistake |
|---|---|---|
| Headline | Can the main fact be understood immediately? | Slogan, obscure pun or unsupported claim |
| Lead | Are the essential facts visible at once? | Long institutional introduction |
| News value | Is the story new, dated and relevant to an audience? | Purely promotional announcement |
| Structure | Does the most important information come first? | Background before the new fact |
| Clarity | Can an outsider understand every term? | Jargon, unexplained acronyms and long sentences |
| Quote | Does it add a point of view or decision? | Generic statement |
| Data | Are the source, date, method and scope stated? | Number without context |
| Multimedia | Are the visuals relevant, captioned and reusable? | Advertising image or unknown rights |
| Contact | Can the named person respond quickly? | Unmonitored generic address |
| Links | Are the resources stable and accessible? | Expired link or private document |
| Language | Has a human completed the final proofread? | Overreliance on automated checking |
| Approval | Have the factual and legal owners signed off? | Late rewriting by too many stakeholders |
The ten-second test
Show the release to someone who does not know the project for ten seconds, then ask: “What is this about? What is new?” If that person cannot answer in one or two sentences, rewrite the headline, lead and hierarchy.
How should you prepare for the interview that follows the release?
A journalist may call to verify a detail, request a quote, understand an implication, compare sources or develop a different angle. This does not necessarily mean the release is incomplete; it is part of the reporting process.
Prepare two or three priority messages
- The main fact and its date.
- The most important consequence for the audience.
- The strongest piece of evidence.
- A limitation or point of caution.
- The next step or availability date.
Good practice during the conversation
- Answer the question before adding context.
- Clearly separate facts, estimates and opinions.
- Say “I will verify that and come back to you” rather than improvising.
- Avoid long corporate introductions.
- Send promised documents quickly.
- Do not demand to review the article; offer to check technical facts if the journalist wishes.
If a factual error is published: contact the journalist calmly, identify the sentence, provide the exact correction and include a reliable source. Distinguish factual error from disagreement with the angle or analysis.
Distributing the release and contacting journalists
Strong writing cannot compensate for poor targeting. Cision reported in 2025 that 86% of surveyed journalists immediately reject pitches unrelated to their beat. Media lists should therefore be built around the story, section, location, format and the journalist’s recent work.
The press release and pitch perform different jobs
| Document | Purpose | Length | Personalisation |
|---|---|---|---|
| Press release | Provide the complete facts and resources | Often 300 to 600 words | Stable by media segment or language |
| Pitch email | Explain why the story matters to one journalist | Often under 200 words | High: beat, recent work, angle and offer |
| Press kit | Provide deeper background and supporting files | Variable | Adapted to outlet type or stakeholder |
Distribution process
- Segment journalists and outlets.
- Adapt the subject line and pitch.
- Check timing, time zones and competing news events.
- Send from a monitored address.
- Respond quickly to enquiries.
- Follow up with useful information rather than pressure.
- Update the media database after the campaign.
- Document coverage and lessons learned.
Related guides: Send a Press Release, How to Send Press Releases and Press Release Distribution: The Five Steps.
Optimising a press release for SEO, Google News, Discover and AI engines
A press release published online should first be useful to readers and journalists. Technical optimisation then helps search engines and generative assistants index, understand and reuse the information.
SEO fundamentals
- One descriptive H1, managed by the WordPress page title.
- A distinct title tag that accurately reflects the content.
- An informative meta description without exaggerated promises.
- A canonical URL matching the published page.
- H2 and H3 headings that reflect the real structure.
- Internal links to related guides, examples, prices and services.
- A large and relevant primary image.
- Descriptive alt text without keyword stuffing.
GEO: making the information understandable to AI assistants
- Define entities clearly: organisation, product, people, locations and dates.
- Place concise answers before longer explanations.
- Link every important statistic to a source and method.
- Use tables for comparisons and lists for procedures.
- Maintain consistent facts across the release, official website and public profiles.
- Display the author, reviewer, publication date and update date.
- Keep a stable page and document material corrections.
Google Discover and Google News
Google states that indexed pages complying with its policies may be eligible for Discover without a special tag, but inclusion is never guaranteed. Large relevant images, accurate headlines and a strong page experience are important. For Google News, transparent author, date, publisher and contact information helps users and systems assess the publication.
- Google Search Central: Discover
- Google News transparency policies
- Google Search Central: publication dates
Responsible freshness: do not change the date simply to make the page appear recent. Add meaningful data, sources, examples, corrections or recommendations, then document the new update date.
The most common press release mistakes
| Mistake | Consequence | Correction |
|---|---|---|
| No new fact | The document reads like advertising | Return to the story, evidence and impact |
| Generic headline | The journalist cannot identify the announcement | Name the organisation, verb and fact |
| Several messages | The angle becomes confusing | Create one release per main announcement |
| Unsupported superlatives | Loss of credibility | Use sourced figures and comparisons |
| Jargon | Slow reading and greater risk of error | Define or replace technical terms |
| Generic quote | No editorial value | Add a decision, consequence or analysis |
| Number without method | Difficult to publish responsibly | State source, date, scope and link |
| Images without rights | The outlet cannot reuse them | Provide credits and reuse terms |
| Unavailable contact | Opportunity lost at deadline | Provide a primary and backup contact |
| Mass distribution | Rejections, complaints and poor reputation | Segment the list and personalise the pitch |
| Repeated follow-up | Damage to the relationship | One useful follow-up unless a conversation is active |
| Unchecked AI-generated copy | Errors, invented quotes and generic tone | Human verification of every fact and sentence |
Final checklist before distribution
News value
- One new and dated fact
- An affected audience
- An angle in one sentence
- Evidence available
- Limitations identified
Writing
- Factual headline
- Complete lead
- Inverted-pyramid structure
- One main message
- Jargon removed
Evidence
- Primary sources
- Dates and methodology
- Approved quotes
- Names and roles checked
- Links tested
Multimedia
- Relevant images
- Complete captions
- Credits and rights
- High-resolution formats
- Stable resource page
Organisation
- Available media contact
- Prepared spokesperson
- Named approver
- Backup contact
- Q&A ready
Distribution
- Segmented list
- Precise subject line
- Personalised pitch
- Timing checked
- Follow-up planned
Decision tree: write it in-house or use a professional?
1. Do you have a new fact and evidence?
No: do not write the release yet; clarify the story.
Yes: move to the next question.
2. Does your team understand journalistic writing and have enough distance from the subject?
Yes: an in-house first draft may be appropriate.
No: use a professional writer.
3. Is the subject technical, financial, scientific, international or sensitive?
Yes: arrange specialist writing, subject-matter approval and, where necessary, legal review.
No: a one-off writing service may be sufficient.
4. Do you also need media targeting, follow-up and interview support?
Yes: choose a PR service rather than writing alone.
No: a validated final document may meet the requirement.
5. Are you using AI for the first draft?
Yes: prohibit invented quotes, protect confidential data and verify every fact before approval.
Practical observations from 24Presse
24Presse has supported press release writing and distribution since 2009. The following points are practical observations rather than guarantees of media coverage.
The brief is rarely enough on its own
The most useful details often emerge during the interview: a use case, obstacle, deadline or practical consequence.
Relevance beats volume
A shorter list of genuinely relevant journalists usually creates more useful conversations than an indiscriminate mass send.
Availability creates opportunities
A precise response within an hour may matter more than another follow-up the following day.
Every number must survive a question
If nobody can explain the origin of a percentage, it should not appear in the release.
An external reader exposes jargon
The ten-second test quickly reveals vague headlines and concepts that only make sense internally.
The campaign review improves the next one
Questions, rejections and misunderstandings provide valuable editorial intelligence.
24Presse also publishes an Observatory of Press Release Statistics documenting themes, languages, timing and patterns found in its own database. Findings should always be interpreted within the scope of the analysed sample.
Useful 24Presse resources
- Press Release Writing Guide
- How to Write a Press Release That Gets Media Coverage
- What Is a Press Release?
- Press Release Guidelines
- 15 Press Release Examples & Free Templates
- Press Release Examples and Models
- How to Send Press Releases
- Press Release Distribution: Five Steps
- Media Monitoring and Press Review Pricing
- Public Relations Agency
- Press Kit Examples
- Send a Press Release
Author, expertise and professional review
Professional review
Antoine Cassagne-Latute, a PR consultant trained at CFPJ with twenty years of professional experience, reviews content relating to public relations, writing and media relations.
Press release writing glossary
| Term | Definition |
|---|---|
| Angle | The specific question or perspective through which a publication can cover a story. |
| Boilerplate | A short standard description of the organisation placed at the end of the release. |
| Lead | The introductory paragraph summarising the essential facts. |
| Press release | A factual document used to provide news to journalists and media outlets. |
| Press kit | A more detailed collection of documents, visuals, biographies, figures and background information. |
| Embargo | An agreement allowing information to be supplied before an agreed publication date. |
| Earned media | Editorial visibility obtained without directly purchasing advertising space. |
| 5Ws | Who, What, Where, When and Why, often completed by How. |
| Media pitch | A short personalised email proposing a story to a journalist. |
| Inverted pyramid | A structure that places the most important information before the details. |
| Press room | An online space containing releases, kits, visuals and media contacts. |
| Media monitoring | The systematic tracking of media coverage and mentions. |
| SEO | Optimising a page for search engines. |
| GEO | Optimising content and sources so generative engines can understand and cite them accurately. |
FAQ: professional press release writing
1. What is a press release?
It is a factual document used to provide a verifiable news story to journalists and media outlets.
2. How do you write an effective press release?
Choose one new fact, select a clear angle, lead with the essential information and provide evidence, a useful quote and an available contact.
3. What is the ideal structure?
Press release label, date and place, headline, lead, body, quote, boilerplate, media contact and resource links.
4. How long should a press release be?
About 300 to 600 words works for many announcements. Clarity and useful completeness matter more than a rigid limit.
5. What makes an announcement newsworthy?
Newness, a consequence for an identifiable audience, evidence and a clear connection to the subjects covered by the outlet.
6. Should a press release be promotional?
No. It should remain factual and avoid unsupported superlatives, even though it supports an organisation’s visibility objectives.
7. How do you write a strong headline?
Name the organisation when useful, use a precise verb and summarise the new fact without a slogan.
8. What is the inverted pyramid?
It is a structure that places the main fact and essential information before details and background.
9. What should the lead contain?
It should summarise who is doing what, where, when, why and how, prioritising the decisive facts.
10. Can one release contain several announcements?
It is usually better to keep one main message per release. Unrelated stories make the angle unclear.
11. How do you write a useful quote?
Add a decision, interpretation, consequence or vision that is not already stated in the factual copy.
12. How should research be cited?
State the source, date, sample, method, scope and link to the full document.
13. Should images be included?
Yes, when they help explain or illustrate the story. Include a caption, credit, rights information and high-resolution version.
14. Should the release be sent as a PDF?
A PDF may support the email, but a stable accessible web page is often more practical. Avoid heavy attachments.
15. What is the difference between a release and a pitch?
The press release contains the full facts; the pitch briefly explains why the story matters to one journalist.
16. What is the best time to send a press release?
There is no universal time. Consider the outlet, time zone, deadlines, competing news and spokesperson availability.
17. How many times should a journalist be followed up?
One useful follow-up is often enough. Contact them again only when an active conversation or genuinely new information justifies it.
18. Can you call after sending the release?
Yes, when the subject is relevant and the journalist accepts telephone contact. Avoid repetitive or generic calls.
19. How should a spokesperson prepare for an interview?
Prepare two or three main messages, supporting evidence, difficult questions and documents that can be sent quickly.
20. Must a journalist allow the company to review the article?
No. A journalist may offer a technical fact check but retains editorial independence and responsibility.
21. What should you do when an article contains an error?
Identify the exact error, provide the correction and include a reliable source without confusing factual error with editorial disagreement.
22. Can a press release improve SEO?
It may generate mentions, links and branded searches, but it does not guarantee backlinks or rankings.
23. How should a release be optimised for AI engines?
Use clear definitions, dated facts, tables, sources, identifiable authors, primary links and unambiguous wording.
24. How can a release appear in Google Discover?
Publish an indexable, useful and current page with a large relevant image. Eligibility never guarantees inclusion.
25. How do you support Google News transparency?
Display clear dates, author, publisher, contact details and sources, while following Google’s content policies.
26. Can AI be used to write a press release?
Yes, as an assistant rather than an autonomous source. Verify every fact, quote, name, number and link, and protect confidential information.
27. Why use a professional writer?
To gain external perspective, journalistic structure, clear language and a disciplined verification process.
28. How much does the service presented on this page cost?
The source page mentions an indicative fee of €395. Confirm the current scope and price before ordering.
29. What does the 24Presse process include?
An interview, first draft, client fact check, editorial corrections and final approval before distribution.
30. How can the quality of the release be measured?
Review clarity, news value, structure, evidence, readability, resources and the response of the target journalists.
31. Must a press release fit on one page?
One page is a useful guide. A complex story may be longer when the essential facts remain immediately visible and the detail is well structured.
32. What is the ten-second test?
Show the document briefly to an external reader. They should be able to identify the subject and new fact in one or two sentences.
Methodology and sources
This version keeps the original subject, URL, WordPress-managed H1, images, videos and useful links. The content separates factual guidance, practical recommendations, 24Presse observations and external research. It does not add Article or FAQPage schema inside the content, avoiding duplication with Yoast or OGEEAT.
Main external sources
- Cision, State of the Media 2025
- Muck Rack, State of Journalism 2025
- PRSA, definition and role of public relations
- Google Search Central, Discover
- Google News transparency policies
- Google Search Central, publication dates
- Cambridge Dictionary, press release definition
Update policy
Prices, statistics, links and technical recommendations should be checked whenever the page receives a substantive update. A typographical correction alone does not justify a new editorial date. Important updates should involve data, methods, examples, platform rules or service information.
Conclusion: a good press release makes verification easier
The quality of a press release is not measured by the number of adjectives or the size of the distribution database. It is measured by how quickly a journalist can understand the fact, verify the evidence, contact the right person and decide whether the story deserves editorial coverage.
Before distribution, ask four questions: what is new, why does it matter to this outlet, what evidence can we provide and who will answer questions? When those answers are strong, the writing becomes clearer, the targeting more precise and the follow-up more professional.
Get your next press release written or distributed
Send the subject, preferred date, countries, media sectors, available evidence and main objective. 24Presse can recommend the right combination of professional writing, targeted distribution, press kit creation or ongoing PR support.