You hit “send” on a press release you were proud of… and nothing happens. No replies. No pickups. No calls. Just silence that feels personal.
Here’s the uncomfortable truth most founders never hear: journalists are not ignoring you. They are ignoring releases that do not do their job fast enough. And your press release has one job only, to make the story easy to cover.
So what makes a good press release? It is not flowery writing or hype. It is clarity, structure, proof, and a reason this matters right now.
Let’s break it down in a way you can actually use the next time you announce a launch, a partnership, a milestone, or a major event.
What makes a good press release in 2026
A good press release is a short, factual news story written in third person that helps a journalist answer three questions quickly:
- Is this truly news?
- Why should their audience care?
- Can they trust the details?
When you nail those, you move from “promotional email” to “publishable source.” That shift is everything.
The mindset shift that changes your results
Most people treat press release writing like marketing copy.
Journalists treat it like a reporting shortcut.
Pattern interruption: the release is not about how great your company is. It is about what changed in the world today because of what you did.
Once you write from that angle, your press release format almost writes itself.
The 9 non-negotiables of a good press release
Use this as your internal standard. If one is weak, coverage becomes an uphill fight.
- A genuinely newsworthy angle with a clear “why now”
- A specific headline that says what happened, not what you hope people feel
- A dateline (city and date) that signals legitimacy and context
- A lead paragraph that covers who, what, when, where, why, and how
- Proof (numbers, timelines, named partners, third-party facts)
- A quote that adds meaning, not a generic “we are excited” line
- Scannable structure that reads well on mobile
- A strong boilerplate that frames credibility in about 100 words
- Clear media contact info so the story can move forward fast
Business Wire’s editorial guidance emphasizes key structural components like headline, dateline city, and media contact information because missing any of those creates friction for editors and reporters.1
Press release structure that journalists recognize instantly
When your release follows a familiar structure, the reader’s brain relaxes. That is psychology at work. Familiar patterns reduce effort, and lower effort increases follow-through.
Here is a clean structure used across major distribution platforms and newsrooms:
| Section | What it must do |
|---|---|
| Headline | State the news plainly and specifically |
| Subheadline (optional) | Add a second layer of clarity or outcome |
| Dateline | Anchor the announcement in place and time |
| Lead paragraph | Answer the 5 Ws plus How in about 40 to 60 words |
| Body | Explain what changed, who it impacts, and what happens next |
| Quote | Add interpretation, stakes, or vision |
| Supporting details | Include data, availability, dates, pricing, or proof |
| Boilerplate | Explain who you are, briefly, with credibility signals |
| Media contact | Make it effortless to follow up |
PR Newswire’s guidance reinforces this standard flow and also recommends keeping releases concise, often around the 300 to 500 word range for clarity and readability.2
Headlines that earn attention without sounding like clickbait
Your press release headline is where most coverage is won or lost.
Anchoring effect: reporters subconsciously anchor their expectations to your headline. If it reads like an ad, they expect the whole release to be fluff.
What strong headlines do
- They name the action (launches, appoints, acquires, opens, reports, partners).
- They include a specific “what” (product category, location, program name).
- They avoid vague hype (revolutionary, game-changing, world-class) unless it is provable.
PRWeek notes that a solid headline informs and concisely summarizes the release while matching the tone of the announcement.3
The lead paragraph: your make-or-break moment
The lead is not a warm-up. It is the core of the story.
Reporters want the facts fast, and that is why the inverted pyramid still wins in press release writing. It front-loads the most important information so a journalist can decide quickly whether to keep reading.
PRWeek highlights that the lead paragraph should answer who, what, when, where, why, and how, while also making the news compelling and timely.3
A strong lead paragraph sounds like this
Imagine a fictional brand in hospitality, Harbor & Pine Hotels, opening its first property in Lisbon.
Weak: “Harbor & Pine is thrilled to announce an exciting new chapter in our journey.”
Strong: “Harbor & Pine Hotels today opened its first Portugal property in Lisbon, adding 142 rooms to its European portfolio and targeting 2026 growth in urban leisure travel.”
See the difference? The second one is coverable. The first one is skimmable, and then deleted.
Quotes that reporters actually use
Most quotes get cut because they say nothing.
A usable quote does at least one of these:
- Explains the stakes: why the market should care.
- Adds context: what trend this responds to.
- Signals confidence: what happens next and when.
- Shows leadership voice: decisive, human, specific.
When you do this well, you give journalists an “easy pull quote” they can paste into coverage with minimal edits. That is reciprocity in action. You save them time, and they are more likely to reward you with attention.
Boilerplates that build instant credibility
Your boilerplate is the part journalists read when they are asking, “Who is this company, really?”
Newswire describes the boilerplate as a brief description of who you are, what you do, and your mission, and recommends keeping it concise at about 100 words.4
Pro move: keep one master boilerplate that you update quarterly. Add awards, marquee clients, expansions, and proof points as they become true.
Real newsroom examples worth studying
One of the fastest ways to improve your press release writing is to study how top brands structure news.
Apple: crisp headline, tight lead, immediate specificity
Apple’s newsroom release for iPhone 15 Pro opens with a clear “PRESS RELEASE” label, date, a descriptive headline, and a dateline, then gets straight into what is new and why it matters.5 You do not have to be Apple to copy that discipline.
Marriott: business outcomes, executive quotes, and clear positioning
Marriott’s announcement of its Series by Marriott brand uses a clear headline, straightforward language, and positioning tied to market segments and customer outcomes, supported by specifics like where the first deal is signed.6
The most common reasons press releases fail
This is where FOMO gets real. These mistakes quietly cost founders opportunities they never even see.
1) The announcement is not news
New website, new logo, “exciting partnership” with no details, vague “expansion plans.” If it does not change something measurable, it is often better as a blog post or a LinkedIn announcement.
2) The release reads like a sales page
Press releases are not landing pages. They can include a call to action, but the tone stays neutral and factual.
3) No proof
Numbers, timelines, names, locations, availability, and real outcomes are what make a journalist trust you. Without proof, your story feels optional.
4) The distribution strategy is “spray and pray”
A press release distribution wire can help with reach, but targeted pitching and relationship building is what earns meaningful pickups in the outlets your audience actually respects.
This is where a strategic partner matters. If you want to build a press engine around your brand, explore Insite Strategy’s Public Relations and Strategic Communications services.
A simple quality test before you hit publish
Before you send anything, ask:
- Can someone summarize the news in one sentence after reading only the headline and lead?
If the answer is no, tighten it. - Would a skeptical journalist believe this without calling you?
If the answer is no, add proof. - Is there a clear next step?
If the answer is no, add a practical call to action or availability detail, and make sure your media contact is visible.
Business Wire explicitly calls out the importance of including media contact information because it is frequently overlooked, and it creates a dead end when someone actually wants to cover the story.1
Make your next release work harder than your last one
What makes a good press release is not a secret formula. It is a disciplined, journalist-friendly story built on structure, clarity, and credibility.
If you are a founder, CEO, or marketing leader, imagine what changes when every announcement you make is immediately usable by media. Your launches gain lift. Your partnerships gain legitimacy. Your events attract better attendees and better sponsors.
If you want help crafting releases that are actually newsworthy, pairing them with the right media list, and turning announcements into sustained visibility, book a free 20-minute consultation call with Insite Strategy.
References
- Business Wire. (n.d.). Press release template. https://www.businesswire.com/resources-education/guides/press-release-template
- PR Newswire. (n.d.). How to write a press release: Tips and best practices. https://www.prnewswire.com/resources/articles/how-to-write-a-press-release-tips-and-best-practices/
- PRWeek. (2025, October 8). PR 101: How to write a press release. https://www.prweek.com/article/1917826/pr-101-write-press-release
- Newswire. (2024, May 3). How to write a press release boilerplate [Template & checklist included]. https://www.newswire.com/blog/how-to-write-a-press-release-boilerplate
- Apple. (2023, September 12). Apple unveils iPhone 15 Pro and iPhone 15 Pro Max. https://www.apple.com/sk/newsroom/2023/09/apple-unveils-iphone-15-pro-and-iphone-15-pro-max/
- Marriott International, Inc. (2025, May 22). Marriott International announces global launch of new regional collection brand: Series by Marriott. https://marriott.gcs-web.com/news-releases/news-release-details/marriott-international-announces-global-launch-new-regional
