By Elke Porter | WBN News Vancouver | June 6, 2025
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A press release is a concise, factual announcement sent to journalists to generate media coverage. It was once primarily targeted at newspaper editors and radio/TV journalists—hence the term “press release.” But in today’s digital world, where blogs, podcasts, influencers, and social platforms have joined traditional outlets, the term “media release” is more inclusive. It reflects the broader, modern landscape of information dissemination.

So, how do you write a proper media release? Follow these steps:

1. Craft a Strong Headline:
Your headline should be clear, compelling, and informative. It should tell the media what the story is about in 10 words or less. Avoid hype—go for clarity.

2. Start with a Powerful Lead:
The first paragraph should answer the key questions: Who? What? When? Where? Why? This is where you capture attention with the most important information.

3. Provide Supporting Details:
The body of the release expands on the lead. Add quotes from key people, relevant background, and data that supports the news angle. Write in a journalistic tone—factual, objective, and third-person.

4. Keep it Concise:
A good media release is typically 300–500 words. Editors appreciate brevity. Don’t cram in every detail—just enough to get interest and prompt follow-up.

5. Add Contact Information:
Include the name, phone number, and email of someone who can answer media questions. Make it easy for reporters to reach out.

6. End with a Boilerplate:
This short paragraph at the end summarizes your organization—what it does and why it matters.

Here are ten newsworthy content ideas for a press release:

Company Milestones and Achievements

  • Major funding rounds, IPOs, or significant investment announcements that demonstrate growth and market confidence in your business.

Product Launches and Innovation

  • New product releases, especially those featuring cutting-edge technology, solving major market problems, or representing industry firsts.

Strategic Partnerships and Acquisitions

  • Collaborations with well-known brands, merger announcements, or acquisitions that expand your market reach or capabilities.

Executive Leadership Changes

  • New CEO appointments, C-suite hires from notable companies, or leadership team expansions that bring industry expertise.

Industry Awards and Recognition

  • Winning prestigious industry awards, being named to "best of" lists, or receiving certifications that validate your company's excellence.

Research and Survey Results

  • Original research findings, industry trend reports, or consumer behavior studies that provide valuable insights to your market.

Major Client Wins or Case Studies

  • Landing Fortune 500 clients, securing significant contracts, or success stories that demonstrate measurable impact for customers.

Corporate Social Responsibility Initiatives

  • Sustainability programs, charitable partnerships, community involvement, or environmental impact achievements that align with current social values.

Expansion and Growth Announcements

  • Opening new locations, entering new markets, significant hiring expansions, or international growth that shows business momentum.

Industry Commentary and Thought Leadership

  • Expert analysis on breaking industry news, regulatory changes, or market trends that positions your executives as knowledgeable authorities.

Each of these angles works best when tied to specific data, timelines, or measurable impacts that journalists can easily understand and report on.

Why the Shift from ‘Press’ to ‘Media’?
The term “press” comes from the printing press era, when newspapers were the main news outlet. But now, stories are picked up by bloggers, YouTubers, digital publications, and social media influencers. “Media release” better reflects the modern ecosystem—diverse, digital, and multi-platform.

In summary, writing a proper media release means being clear, concise, and newsworthy—while speaking to a much wider audience than just the press. Adapting to the changing media landscape ensures your message reaches further and resonates stronger.

#Media Release Tips #Press To Media #Public Relations 101 #Write It Right #Newsworthy Content #Digital PR #WBN News Vancouver #Elke Porter

Connect with Elke at Westcoast German Media or on LinkedIn: Elke Porter or contact her on WhatsApp:  +1 604 828 8788 - do you need help writing a press release?

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