Question 1

What makes a press release newsworthy?

Accepted Answer

A newsworthy press release announces something genuinely new and significant that impacts your target audience. It should answer: Is this timely? Does it affect many people? Is it unique? Does it involve prominent figures? Consider whether a journalist would find it interesting enough to cover. Product launches, major partnerships, significant company milestones, industry innovations, and crisis communications typically qualify as newsworthy.

Question 2

How long should a press release be?

Accepted Answer

The ideal press release is 400-600 words, fitting on 1-2 pages. Journalists are busy and prefer concise, scannable content. Your headline should be under 80 characters, lead paragraph 40-70 words, and body paragraphs 2-3 sentences each. If you need more length for complex announcements, aim for 600-800 words maximum. Focus on quality over quantity—every sentence should add value.

Question 3

What is the inverted pyramid structure?

Accepted Answer

The inverted pyramid places the most important information first, then supporting details, then background information. Start with a strong lead paragraph that answers who, what, when, where, and why. Follow with body paragraphs that elaborate on key points. End with boilerplate company information. This structure allows editors to cut from the bottom without losing critical information.

Question 4

Should I include quotes in my press release?

Accepted Answer

Yes, include 1-2 quotes from company executives or relevant stakeholders. Quotes should add insight, emotion, or perspective that bare facts cannot convey. Avoid obvious statements like "We are excited"—instead, explain why this announcement matters, its impact, or future vision. Place the main quote after your lead and first body paragraph for maximum impact.

Question 5

What is a boilerplate and why do I need one?

Accepted Answer

A boilerplate is the "About [Company]" section at the end of your press release. It provides background on your company: what you do, when founded, key achievements, and mission. This 50-100 word paragraph should remain consistent across all press releases (with minor updates as needed). It gives journalists context and can be copied directly into articles.

Question 6

How do I write an effective press release headline?

Accepted Answer

An effective headline is clear, concise, and compelling. Use active voice and strong verbs. Include your company name and main announcement. Aim for 60-80 characters so it displays fully in email and search results. Avoid jargon, hype, and superlatives. Make it specific enough that someone could understand the news from the headline alone. Example: "Acme Corp Launches AI-Powered Customer Service Platform."

Question 7

When is the best time to distribute a press release?

Accepted Answer

Tuesday, Wednesday, and Thursday mornings (6-8 AM ET) see the highest engagement. Avoid Mondays when journalists catch up from the weekend, and Fridays when attention shifts to the weekend. Don't compete with major holidays, industry events, or breaking news. For maximum impact, time your release to coincide with related industry conversations or seasonal trends relevant to your announcement.

Question 8

What distribution channels should I use?

Accepted Answer

Use a multi-channel approach: (1) News wire services (PR Newswire, Business Wire) for broad reach and SEO benefits, (2) Direct media outreach to targeted journalists with personalized pitches, (3) Company website newsroom, (4) Social media channels, (5) Industry-specific publications and forums, (6) Email to company newsletter subscribers. Prioritize quality over quantity—targeted distribution to relevant outlets outperforms blast distribution.

Question 9

How do I optimize my press release for SEO?

Accepted Answer

Include primary keywords in your headline, first paragraph, and throughout the body naturally. Use subheadings with keyword variations. Include 2-3 relevant links (company website, product pages). Add alt text to images. Ensure proper formatting with H1, H2, H3 tags. News wire services provide high-authority backlinks. Keep your URL slug short and keyword-rich. Update with fresh content periodically to maintain search rankings.

Question 10

What multimedia assets should I include?

Accepted Answer

Always include high-resolution images (at least 1200x800 pixels) showing products, executives, or relevant visuals. Consider adding: company logo (high-res PNG), infographics with key statistics, product demo videos (1-2 minutes), executive headshots for interviews, charts/graphs illustrating impact, and social media graphics (optimized sizes). Host assets in your press kit with easy download links. Multimedia increases pick-up rates by 70%.

Question 11

How do I follow up with journalists after distribution?

Accepted Answer

Wait 2-3 business days before following up. Research the journalist to personalize your approach. Email is preferred over phone calls. Keep follow-ups brief: remind them of your announcement, offer additional information or interview opportunities, and provide value (exclusive angles, additional data). Never spam. If they don't respond after 2 follow-ups, move on. Build relationships for future pitches by engaging with their published content.

Question 12

What legal considerations should I keep in mind?

Accepted Answer

Ensure all statements are factually accurate and can be substantiated. Avoid making claims that could be considered misleading. For public companies, coordinate with legal and investor relations regarding material information (SEC regulations). Use proper trademark symbols (™, ®) for brand names. Get written permission before including customer names or testimonials. Include appropriate disclaimers for forward-looking statements. Avoid defamatory language about competitors.

Question 13

How do I measure press release success?

Accepted Answer

Track: (1) Media pick-up (number and quality of publications that covered it), (2) Website traffic spikes from referral links, (3) Social media engagement and shares, (4) Backlinks generated (check Google Search Console), (5) Search ranking improvements for target keywords, (6) Journalist inquiries and interview requests, (7) Lead generation from the announcement. Use UTM parameters in links to track conversions. Success varies by goal—brand awareness vs. lead generation require different metrics.

Question 14

Can AI help me improve my press release writing?

Accepted Answer

AI can significantly improve press release writing by: generating multiple headline options, suggesting structure improvements, optimizing for SEO keywords, adapting tone for different audiences, fact-checking and ensuring clarity, identifying weak or passive language, and providing distribution recommendations. However, AI should augment human expertise, not replace it. Always review AI-generated content for accuracy, brand voice, and industry-specific nuances. Use AI as a starting point and editor, then refine with human judgment.

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