Press releases are an essential tool for businesses to communicate their news and updates to the media and the public. They can help build brand awareness, establish thought leadership, and attract new customers. However, writing and distributing an effective press release can be challenging, especially for those who are new to public relations. In this article, we’ll discuss the components of a press release, explain how to write an attention-grabbing headline and offer tips on how to distribute press releases for maximum exposure.

Components of a Press Release

A press release should have a clear and concise message, structured in a specific format. The essential components of a press release include:

  1. Headline: The headline is the most critical component of a press release. It should be attention-grabbing, concise, and convey the key message of the release. The headline should be written in active voice, and it should not exceed 120 characters.
  2. Subhead: A subhead is a secondary headline that provides additional information about the key message. It should support and amplify the headline, providing more details about the announcement.
  3. Dateline: The dateline includes the date and the location of the news release. It should be placed at the beginning of the first paragraph.
  4. Introduction: The introduction should provide a summary of the news, including the who, what, where, when, why, and how. It should be brief, engaging, and capture the reader’s attention.
  5. Body: The body of the press release should provide more details about the announcement, including quotes from executives, statistics, and other relevant information.
  6. Boilerplate: The boilerplate is a brief description of the company, including its mission, history, and other relevant information. It should be placed at the end of the press release.

Writing an Attention-Grabbing Headline

As mentioned earlier, the headline is the most crucial component of a press release. It is the first thing that journalists and readers will see, and it will determine whether they will read the rest of the release or not. Here are some tips for writing an attention-grabbing headline:

  1. Keep it short and concise: The headline should not exceed 120 characters, including spaces.
  2. Use active voice: The headline should be written in the active voice to make it more engaging and compelling.
  3. Focus on the key message: The headline should convey the main message of the press release and be relevant to the target audience.
  4. Avoid hype: The headline should be accurate and avoid exaggeration or hype.
  5. Use strong verbs: Using strong verbs can make the headline more powerful and impactful.

In addition to the best practices discussed above, here are some expert tips to help businesses write effective press releases:

  1. Make sure the information is newsworthy: Before writing a press release, make sure that the news or update you are sharing is newsworthy and relevant to your target audience.
  2. Tell the audience why they should continue reading: In the introduction of your press release, clearly state why your news is important and how it will benefit your target audience.
  3. Start with a brief description of the news: Start your press release with a brief summary of the news or update, and then mention who announced it (not the other way around).
  4. Connect with your audience: Use language that your target audience can relate to and connect with. Ask yourself how your news will benefit them and use the answers to build your press release.
  5. Use effective language: Make sure the first 10 words of your press release are effective and attention-grabbing. Use plain language and avoid excessive use of adjectives and fancy words.
  6. Focus on the facts: Stick to the facts and avoid making exaggerated claims or using overly promotional language in your press release.
  7. Provide contact information: Include as much contact information as possible in your press release, including the name of an individual to contact, address, phone, fax, email, and website address.
  8. Wait for substantial news: Avoid issuing a press release for every small update or event. Wait until you have something with enough substance to issue a release.
  9. Make it easy for journalists: Make it as easy as possible for journalists to do their job by providing all the necessary information and resources they need to cover your news.

By following these expert tips and best practices, businesses can write and distribute effective press releases that capture the attention of journalists and the public.

Tips for Distributing Press Releases for Maximum Exposure

Once you have written a compelling press release, the next step is to distribute it to the media and other relevant stakeholders. Here are some tips for maximizing the exposure of your press release:

  1. Target the right audience: Identify the media outlets and journalists that cover your industry and are likely to be interested in your news. You can use media databases like Cision or Muck Rack to find relevant contacts.
  2. Personalize your pitch: When sending your press release, personalize your pitch to each journalist or media outlet. Mention their previous coverage and explain why your news is relevant to their audience.
  3. Use a distribution service: Using a distribution service like PR Newswire or Business Wire can help you reach a broader audience and get your news published on multiple media outlets.
  4. Share on social media: Share your press release on social media channels to reach a broader audience and engage with your followers.
  5. Follow up: After sending your press release, follow up with journalists and media outlets to ensure that they received it and to answer any questions they may have.
  6. Monitor coverage: Monitor media coverage of your news and engage with journalists who write about it. Thank them for their coverage and provide additional information if needed.


Press releases are an effective tool for businesses to communicate their news and updates to the media and the public. By following best practices and guidelines, businesses can create compelling and engaging press releases that capture the attention of journalists and readers. The key components of a press release include the headline, subhead, dateline, introduction, body, and boilerplate. Writing an attention-grabbing headline is crucial to capturing the reader’s attention, and distributing the press release to the right audience through personalized pitches, distribution services, and social media can maximize its exposure. By implementing these tips and best practices, businesses can effectively use press releases to build brand awareness, establish thought leadership, and attract new customers.