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How to Write a Press Release Journalists Will Use: A Practical Checklist

A practical checklist for writing a press release that journalists can use includes a compelling headline under 10 words, a dateline, a lead paragraph answering the 5 W's, supporting quotes and facts, a boilerplate, and clear contact information. It must be newsworthy, concise, and easy to scan, with all essential details up front.

Journalists receive dozens of releases daily, so yours must stand out by being relevant, accurate, and complete. This checklist covers every element you need, from structure to distribution, based on guidance from PR professionals and journalism resources.

Start with a Strong Headline and Subhead

Your headline is the first thing a journalist sees. Keep it under 10 words, use active verbs, and highlight the news value. Avoid vague buzzwords like "innovative" or "cutting-edge." For example, "Local Bakery Opens Third Location" is better than "Exciting Expansion Announced." A subhead can provide additional context but is optional.

According to PRSA, a strong headline is critical to getting your release noticed. It should summarize the main point in 10-20 words and be data-driven if possible.

Structure the Release with the Inverted Pyramid

Journalists are trained to write in the inverted pyramid style: most important information first, followed by supporting details, and then background. Your press release should do the same. The lead paragraph must answer who, what, when, where, and why within the first 20 seconds of reading.

As Rutgers University advises, "Tell me the whole story in one sentence." Do not bury the news; state it immediately. For example: "Acme Corp. will open a new manufacturing facility in Austin, Texas, on March 15, creating 200 jobs."

Include a Dateline

The dateline appears at the beginning of the first paragraph and includes the city and date of the announcement. For example: "AUSTIN, Texas, Feb. 10, 2025 —". This tells journalists where and when the news originates.

Add Quotes and Supporting Details

Quotes from key stakeholders add human interest and credibility. Use a quote from a company executive, customer, or expert to provide perspective. Ensure quotes sound natural and not overly promotional. After the lead, include additional paragraphs with facts, statistics, and background information that support the news.

According to Muck Rack, your first paragraph should answer the 5 W's, and subsequent paragraphs can elaborate. Include verifiable facts and useful quotations to give journalists material for their stories.

End with Boilerplate and Contact Information

The boilerplate is a standard paragraph about your organization that appears at the end of every release. It should be brief and factual, such as: "Acme Corp. is a leading manufacturer of widgets, founded in 1995 and headquartered in Austin, Texas." After the boilerplate, include a centered "###" to signal the end of the release.

Contact information is crucial. Provide the name, phone number, and email of a media contact who can answer questions. As Rutgers notes, this could also be in the letterhead, but make sure it is correct and comprehensive.

Distribution Tips for Getting Noticed

Writing a great release is only half the battle; you also need to distribute it effectively. Target your list to relevant journalists and outlets. For example, if your news is about a food industry event, send it to food reporters, not general assignment reporters. Keep your distribution list up to date to avoid bounced emails.

Send releases early in the day to beat deadlines, and be prepared to answer follow-up questions. Consider using a media alert for events or a source advisory to offer experts for interviews. As PR.co suggests, building relationships with journalists can increase your chances of coverage.

Final Checklist Before Sending

By following this checklist, you can create press releases that journalists find useful and are more likely to publish.