How to Write a Press Release
How to Write a Press Release (With Free Template & Examples).
Press releases remain one of the most effective ways to communicate important news. Whether you’re launching a new service, announcing research findings, appointing a new executive or responding to a significant event, a well-written press release can help generate media coverage, strengthen your reputation and support your wider communications strategy.
The challenge is that journalists receive hundreds of media releases every week. Most are ignored; not because the news isn’t important, but because the story hasn’t been told in a way that’s relevant, timely or genuinely newsworthy.
At Affect Media, we’ve spent nearly two decades writing press releases for healthcare organisations, universities, government agencies, professional associations and purpose-driven organisations. While every announcement is different, the most successful press releases all have one thing in common: they’re written with the audience, and the journalist, in mind.
What is a press release?
A press release (also known as a media release) is an official statement issued to the media announcing something newsworthy.
Its purpose is to provide journalists with accurate, relevant information that can be used to develop a news story. While it may also appear on your own website or social media channels, a press release should always be written with the needs of the media in mind.
A well-written press release should:
- communicate genuine news
- provide factual information
- include relevant quotes
- explain why the story matters
- make it easy for journalists to report accurately.
When should you write a press release?
Not every organisational update needs a press release. The strongest media releases announce something that is timely, relevant and likely to be of interest beyond your organisation.
Common examples include:
- launching a new product or service
- publishing significant research
- announcing a partnership
- opening a new facility
- appointing a senior executive
- winning a major award
- responding to an important issue or crisis
- celebrating a significant milestone.
If you’re asking yourself, “Would someone outside our organisation find this interesting?”, you’re already thinking like a journalist.
How to Write a Press Release That Gets Noticed
1. Start with the news angle
Before writing a single word, identify the story.
Ask yourself:
Why does this matter?
Why now?
Who is affected?
What makes it different?
A press release should focus on the story; not the organisation.
2. Write a compelling headline
Your headline should communicate the news clearly and immediately.
Instead of: Company launches new program
Try: New community program aims to improve mental health support across regional Victoria
Be specific, factual and concise.
3. Lead with the most important information
The opening paragraph should answer the key questions:
Who?
What?
When?
Where?
Why?
Journalists should understand the story within the first few sentences.
4. Add supporting information
The body of the release provides additional context.
Include:
background information
relevant statistics
research findings
practical implications
supporting evidence.
5. Include meaningful quotes
Quotes shouldn’t simply repeat the facts.
Instead, they should add perspective, explain significance or provide insight.
For example:
“This initiative reflects our commitment to making healthcare more accessible for regional communities while supporting better long-term health outcomes.”
6. Finish with an organisational profile
Include a short “About” section describing your organisation.
This typically includes:
who you are
what you do
where you operate
your website.
7. Include media contact details
Make it easy for journalists to follow up.
Include:
media contact
phone number
email
website.
DOWNLOAD OUR HOW TO WRITE A PRESS RELEASE GUIDE AND TEMPLATE.
Need help writing a press release?
A well-written press release is about more than announcing news. It’s about telling a story that builds credibility, supports your organisation’s reputation and gives journalists a reason to pay attention.
Whether you’re launching a new initiative, announcing research, responding to a crisis or sharing an organisational milestone, Affect Media can help you develop media releases that support your broader communications strategy.
Talk to us about media relations and strategic communications.
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