How to Write a Press Release That Gets Results (2026 Guide)
How Do I Write a Press Release That Gets Results?
Short answer: A press release gets results when it leads with genuine news (not company self-praise), follows the standard inverted-pyramid format — headline, dateline, lead paragraph, body, boilerplate, and media contact — stays under 500 words, and gets sent to journalists and editors who actually cover your industry. Press releases that get ignored almost always fail at one of these steps: they bury the news, they're written like an ad, or they're sent to the wrong people.
Below is the full breakdown of how to write, format, and distribute a press release that earns real coverage — not just a pat on the back from your own team.
What Counts as "News" in a Press Release?
Before you write a single word, ask: would a journalist care about this if my company weren't involved? Editors are flooded with pitches, and most get deleted in seconds because they're not actually newsworthy. Strong press release topics include:
A product launch or menu debut
A funding round, acquisition, or new location opening
A notable hire, partnership, or award
Original research, survey data, or a proprietary study
A response to a timely trend, holiday, or industry shift
If your announcement doesn't fit one of these buckets, it's probably an internal update — not a press release.
The Anatomy of a Press Release That Gets Results
1. Headline
Write it like a news headline, not a marketing tagline. Lead with the news itself, use active language, and keep it under 12 words. Skip the exclamation points and buzzwords.
2. Dateline
This is the city, state, and date the release goes out — placed at the start of the first paragraph (e.g., "WEST PALM BEACH, Fla. — July 17, 2026 —"). It signals authenticity and locates the story geographically for local media.
3. Lead Paragraph
This is the most important paragraph in the entire document. Answer the who, what, when, where, and why in the first two sentences. A journalist should be able to read only this paragraph and still understand the full story.
4. Body Paragraphs
Expand on the lead with supporting details in descending order of importance — this is the classic "inverted pyramid" structure journalists expect. Include:
One strong quote from a founder, chef, or executive that adds perspective (not repeated facts)
Relevant data, context, or third-party validation
Specifics: dates, locations, pricing, availability
5. Boilerplate
A short paragraph (3-4 sentences) describing your company at the bottom of every release. This stays consistent across all your press releases and gives new reporters quick background.
6. Media Contact Info
Name, email, phone number. Make it effortless for a journalist to follow up — friction here is one of the top reasons a promising pitch goes nowhere.
Press Release Formatting Rules That Matter
Keep it to 400-500 words. Long releases read like brochures and get skimmed past.
Write in third person and past or present tense, never future tense ("launches," not "will launch").
Avoid jargon, superlatives ("best," "revolutionary," "world-class") and marketing-speak — these are red flags to editors.
One release, one piece of news. Don't stack multiple announcements into a single release.
Always end with "###" or "-30-" to signal the release is complete — a small but real newsroom convention.
Distribution: Where the Real Results Come From
A well-written press release with no distribution strategy won't get results. Two approaches work best together:
Targeted pitching. Build a media list of specific journalists, editors, and outlets who cover your industry and geographic market, and pitch them directly and personally — this consistently outperforms mass distribution services.
Wire distribution. Services can extend reach and support SEO through backlinks, but they rarely replace a direct relationship with the right reporter.
For food, wellness, and lifestyle brands specifically, local business journals, regional lifestyle outlets, and category-specific trade press (culinary, beauty, nutrition) tend to convert far better than national wire coverage alone.
Common Press Release Mistakes That Kill Coverage
Burying the news under paragraphs of company background
Sending it to the wrong outlets — a generic media list instead of a curated one
No usable quote — vague, generic statements a reporter can't run with
No visuals — high-res images or B-roll dramatically increase pickup for food and lifestyle stories
One-and-done pitching — a single follow-up email, sent at the right time, meaningfully improves response rates
Frequently Asked Questions
How long should a press release be? Aim for 400-500 words. Anything longer usually means the news isn't focused enough.
What's the difference between a press release and a media pitch? A press release is a formal, factual announcement written for publication. A media pitch is a personalized email to a specific journalist explaining why the story matters to their audience. The strongest PR strategies use both — a release as the source document, and a tailored pitch to introduce it.
Do press releases actually help SEO? Coverage earned through a press release can generate backlinks from reputable news sites, which supports domain authority — but only if the release leads to real pickup, not just a syndication listing.
Should I include a call to action in a press release? Keep it minimal. A press release should read like news, not an ad. Save strong CTAs for the media contact section and any accompanying pitch email.
How many journalists should I send a press release to? Quality over quantity. A tightly curated list of 15-30 relevant journalists who cover your beat will consistently outperform a mass blast to hundreds of irrelevant contacts.
The Bottom Line
A press release gets results when it's written like real news, formatted the way journalists expect, and sent to people who actually cover your beat. The releases that flop almost always skip one of those three things.
May Marketing & Relations is a boutique PR and marketing agency in West Palm Beach, Florida, specializing in food, wellness, and lifestyle brands — from CPG and DTC products to restaurants, boutique hotels, chefs, and wellness founders. We handle press release writing, media list building, and direct pitching to secure feature placements in top-tier publications. Book a free consultation to get your next announcement in front of the right editors.
