Writing Press Releases That Journalists Actually Open

What Is a Press Release, Really?

A press release is a short, formal statement written for the media to announce something newsworthy about your business. It's not an ad. It's not a blog. It’s a straightforward communication tool designed to grab a journalist’s attention and help them tell your story.

When Should You Send a Press Release? 

- You’re launching a new product or service  

- You’re opening a new location  

- You’re hosting or sponsoring an event  

- You’ve won an award or reached a milestone  

- You’re partnering with another brand or nonprofit  

- You’re rebranding or expanding  

The Anatomy of a Great Press Release

Here’s the structure editors and journalists expect—and what will make them actually read it.

1. Headline: Keep it Clear, Punchy, and Newsworthy

This is the first (and sometimes only) thing someone will read. It should answer the question: What’s the news here?

Example:  

“Bklynite Media Launches Free PR Toolkit for Small Businesses”

Subheadline (Optional, But Helpful)

Adds extra context or detail to the headline.

Example:   “The downloadable guide offers press release templates and media pitching tips for entrepreneurs on a budget.”

3. Dateline + Lead Paragraph: Who, What, When, Where, Why

The first sentence should be tight and to the point. What’s happening, and why does it matter?

Example:  

> Brooklyn, NY – April 4, 2025 — Bklynite Media, a boutique PR agency, has announced the launch of a free digital toolkit to help small businesses write better press releases and gain media traction.

4. The Body: Expand, Explain, and Add Details

Now tell the story—but don’t write a novel. Keep it to the point, and include:

- Key quotes (from you or a partner/client)

- Data or stats, if relevant

- Background on your company

- Links to learn more

Tip: Always write in third person (no “I” or “we” unless it's in a quote).

5. Boilerplate: Who Are You?

A short paragraph about your company at the end of the release.

Example:

About Bklynite Media:  

Founded in Brooklyn in 2019, Bklynite Media is a PR and storytelling agency that helps small businesses, food & beverage brands, and minority entrepreneurs share their voice and grow their audience through impactful media and marketing strategies.

6. Contact Info: Make It Easy to Reach You

Include your name, phone number, and email so reporters can follow up quickly.

Tips to Make Your Press Release Shine

✅ Keep it one page (or max two)  

✅ Use simple, clear language (no jargon)  

✅ Avoid fluff and hype — stick to facts  

✅ Include a compelling quote that adds personality or insight  

✅ Attach a high-quality image or link to your media kit  

✅ Save it as a PDF or paste it into the body of the email (not an attachment only)

From Story to Spotlight

A great press release is like a flashlight—it shines a light on what matters most in your business. The goal isn’t just to inform the media, but to invite them into a story worth sharing.

And remember: your press release is only one part of your PR strategy. It’s the spark. You still need to follow up, pitch, and build relationships. But it all starts with getting your story on the page, clearly and confidently.