5 Steps: Writing a Press Release That Makes an Impact
As a PR student who has spent the past semesters crafting press materials for school projects and nonprofits, I’ve developed stronger skills in structuring press releases. Before these projects, I viewed press releases as just another assignment to master. Now, after working with organizations that rely on visibility within their communities and sharing stories that matter, I see them as one of the most powerful tools.
A press release is a fundamental tool for storytelling. It connects an organization’s mission with the public, helps journalists find stories worth amplifying and strengthens trust among stakeholders and the public. This approach is valuable across all industries where PR is present.
According to Agility PR Solutions, 67% of journalists use Newswire, a leading press release distribution platform, with 37% doing so daily. We must ensure our press release stands out to create a stronger influence. The small details emphasized in class are truly important in real-world communication.
In this blog, I’ll outline five essential steps to follow when crafting a press release and discuss how each one enhances its impact.
1. Your topic should enable readers, especially reporters, to answer these questions:
What is this?
Why is this different?
Why should people care?
Why should I write about this right now?
These questions help determine whether your press release offers valuable information to the public, except for the last question, which targets reporters specifically.
If readers can answer these questions after reading, you are on the right track. If not, find an angle that gives your press release a unique perspective, making it both newsworthy and relevant to the public and the press. An important saying I learned in school that is effective in increasing support for your organization is: “People don’t buy what you do, they buy why you do it.” Keep this saying in mind and consider asking yourself the questions listed above as you write and review your press release. Doing so will help ensure it centers around a subject that stands out.
2. Incorporate elements such as a logo, photo or an infographic:
These elements increase the likelihood that your press release will be read. Including your organization’s logo strengthens brand association and helps readers recognize it in the future. Photos—of partnerships, teams or product launches, for example—add authenticity and foster a deeper connection between readers and your organization. Using infographics provides a visual overview, making information easy to digest. This combination of eye-catching visuals and compelling storytelling is always engaging for readers.
3. Include at least two quotes from external and internal sources:
A quote from a senior leader within the organization, such as the president, CEO or a city council member, demonstrates the importance of the announcement in the press release. Additionally, including remarks from a customer, investor or organizational partner can further showcase community trust and credibility.
4. Trend Tie-in:
Relate your content to a current trend, or, using journalistic standards, engage in newsjacking. Determine whether your news is part of a broader conversation. This connection can support your organization's position by highlighting how it is solving a problem or aligning with ongoing, evergreen movements.
5. Call to Action
Always include links or resources so readers can easily access more information about your organization. Before publishing, ask yourself: Is there somewhere people can learn more or get involved?
Every step on this list is intended to help organizations tell their story clearly and authentically to inspire action. Whether it’s refining an approach, incorporating visuals, adding important quotes or tying to current trends, the goal remains the same: to strengthen your press release’s impact. This, in turn, stands out to the readers it reaches and boosts your organization’s influence within the community.
If you’re interested in seeing how I apply these steps, I invite you to explore my PR portfolio. It displays the work that shaped my understanding of strategic communication and shows how these techniques come to life in real projects, from press releases to full media kits and campaign materials.
