How to write a winning press release

1. Start with the Key Information (In Bullet Points)

Before you start writing, jot down the most important facts in bullet points. This helps you clarify your message and gives journalists the details they need right away-no digging required.

What to include:

• What’s the news? (e.g., product launch, partnership, event)
• Who’s involved? (company names, key partners)
• When is it happening?
• Why does it matter? (impact, benefit, relevance)

For example:

• Launching “SuperApp” for small businesses
• Partnership with XYZ Corp
• Available in Saudi from June 1
• Helps SMBs automate accounting and save time

Keep it concise and professional-these bullet points are your press release’s backbone.

2. Decide Who Will Give Quotes (And Draft Them)

Quotes add credibility and a human touch to your press release. Decide early who should be quoted-usually a company spokesperson, CEO, or a key partner.

If you need to get quotes from partners, draft them yourself and share them for approval. This saves time, ensures the quotes are on-message, and speeds up the approval process. Make sure the quotes are authentic, insightful, and actually say something meaningful about the announcement.

3. Keep It Under 500 Words

Journalists are busy. A concise press release is more likely to be read, understood, and used. Aim for 400–500 words. Focus on the essentials, avoid jargon, and cut any fluff. If you need to provide more background, add a link to your website or a press kit.

4. Use a Great Photo (Not Just Logos)

A compelling photo can make your press release stand out. Instead of relying on logos or generic graphics, include a high-quality image-ideally an action shot of your team, product in use, or the event itself.

A memorable photo humanizes your story and makes it more likely to be featured by journalists. Only use logos as a last resort.

5. Choose a Good Day for Distribution

Timing matters. For the best media pickup, distribute your press release early in the week-Monday to Wednesday. Avoid Fridays (when news gets buried) and weekends (when most journalists are offline). Early morning distribution also helps your news land at the top of inboxes.

6. Choose the Right Distribution Strategy

Where and how you distribute your press release is just as important as the content itself. Tailor your distribution to your goals:

• Want to reach potential clients? Use industry-specific channels.
• Targeting a new region? Focus your distribution there.
• Looking to attract media attention? Use reputable press release distribution services.

Don’t try to cover every market at once-focus your efforts where they’ll have the most impact.

7. Translate for Local Markets

If you’re targeting audiences in non-English-speaking regions, don’t skip translation. A press release in the local language (like Arabic for the Middle East) will resonate more and is far more likely to be picked up by local media.

Professional translation ensures your message is accurate and culturally relevant. Many distribution services offer translation as part of the package.

8. Include Clear Contact Information

Don’t forget to add contact details for follow-up. Make it easy for journalists, partners, or customers to reach you for interviews or more information. Include an email address, phone number, or both-clearly visible at the end of your release.

What to Do After You Send Your Press Release

Once your press release is out in the world, don’t just sit back - amplify your news! Share links to your press release and any resulting coverage across your social media channels. Show you’re proud by celebrating your wins and thanking those who covered your story. Tag journalists and media outlets in your posts to acknowledge their work and help build valuable relationships for the future. The more you share, the more visibility your news will get-so keep the momentum going!