A press release is an effective way to announce news, updates, and developments related to your business. It can help to build your brand, increase your visibility, and generate interest in your products or services.

Below, I’ve provided some copywriting guidelines on how to structure an effective press release:

Press release headline

The headline is the first thing people will see, so it should be attention-grabbing and informative.

Make your headline short and to the point, ensuring that it highlights the most important news or development.

Write a subheading

The subheading is a brief summary of the press release, providing more context and enticing readers to continue reading.

It should be more detailed than the headline, but still concise.


The dateline of should include the date and the location that the news is happening.

This gives the reader an idea of when and where the news is taking place.

Opening paragraph

The opening paragraph should provide more detail about the news or development that you are announcing.

It should answer the basic questions of who, what, when, where, why, and how in a concise and clear manner.

Provide supporting details

In the subsequent paragraphs, provide more information about the development.

This is an opportunity to highlight the benefits of the news for your clients and potential customers.

Include quotes in your press release

Including quotes from you, your clients, or other experts in your industry can add credibility and interest to your content.

Add a boilerplate

Otherwise known as a company profile, a boilerplate is a short paragraph that provides information about your business.

This will include your company’s name, website, and a brief description of the services you provide.

Always include a call to action

As any good copywriter will tell you, a CTA is probably the most crucial element of your press release.

It should consist of a short sentence or two, telling the reader what action you would like them to take after they’ve finished reading.

Your call to action could be as simple as encouraging people to visit your website, or to fill in a form for more information. Check out my blog post on how to write an effective call to action for some top tips.

Contact details

Remember to add your contact information, including your name, email address, and phone number.

This allows readers to reach out to you with any questions they may have.

Proofread and edit your press release

Be sure to proofread and edit your press release carefully before publishing it, or ask a copywriter or professional proofreader to do it for you.

Check for spelling and grammatical errors, and ensure that it is well-written and flows logically.

Looking for a copywriter to write a press release?

By following these guidelines, you can create a well-structured and effective press release that helps to build your brand and generate interest in your products or services.

As an experienced copywriter, I have written many press releases for businesses in a wide range of industries.

If you’d like some help, please fill in my contact form or give me a call on 07821 873 861. I aim to reply to all messages within 24 hours.

Written by : jo