Press Release Best Practices

When writing a powerful, revenue-generating Press Release, there’s a few things to keep in mind. Here’s a great example of a Press Release for Apple’s new product launch.

Write with the target audience in mind

What does your target audience care about? What problems do they need help solving or why should they care about reading your article? Write with your target audience in mind first, not your business. If you are just writing something solely because you feel like your company needs a new Press Release, then you are probably wasting your time. Write about what people care about and make it relevant. Write in a way they talk and can understand. Help the audience solve a problem or make better decisions, and your piece will be better received.

Great headlines matter

Your headline should be well-though-out.

Keep in mind:


Include numbers to make it more impactful.


Punchy headlines do better.


The title should give the reader insight into what they are about to read.

Start off with a bang

The first sentence should start off with a bang, and tell the reader why they should care about reading the rest of the article.

Keep it between 300-400 words

It’s important to keep it simple and precise. Between 300-400 words is ideal. If you can’t keep it this short, you probably need to get better at condensing important information.

Include at least one image

Images convert better and get more views. Make sure you have full rights to use your image.

Include a quote

People like quotes from trusted sources (CEOs, Senior Executives, leading Researchers, etc.). Find a relevant quote from a person who can back up your main point. If their quote is lengthy, ask them to further condense it to only include the most essential information that you want to tell your reader.

Include a Call to Action

A Call to Action (CTA) refers to the next step you want your audience to take. Do you want them to call you? To view your website? To schedule an appointment? Make it clear to them what you need them to do. Format your CTA in a way that stands out (bold, italics, etc).

Format your press release


Name of Press Contact:





[City, State] – Introduction


[BOILER- Summary of your business offering/”About Us”]

Include a link back to your site

Don’t forget about the SEO benefits of including a link back to your site. Hyperlinks matter.

Track, track, and track!

I’m a data person, and I encourage other companies to be as well. It’s important to use a vanity URL for analytics tracking when you do any marketing. Make sure to create tracking URL parameters, so you can know exactly how many people clicked on your links and thus, can better calculate your ROI on your marketing investments.

Promote your release

There are a variety of channels to promote your press release, including Market wire, Businessweb, PR Web, and PR Newswire. Figure out which distribution channel works best for you, and don’t be afraid to pay for quality.

Did it work? We want to know!

If you had any problems following our tutorial, please reach out to us at, so we can make the process more clear and help out more companies.

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