The Top 10 Dos of Press Release Submission

 Press releases are important for companies to communicate with their target audience, media outlets, and potential investors. A well-written press release can generate interest and publicity for your brand, leading to increased exposure and growth.

The Top 10 Dos of Press Release Submission

However, submitting a press release is not as simple as writing a few paragraphs and hitting “send.” To ensure that your press release is effective, there are several dos and don’ts that you should be aware of.

In this article, we’ll focus on the top 10 dos of press release submissions that will help you get the most out of this marketing tool.

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Do you know your audience?

Understanding your audience is crucial when writing a successful press release. Start by identifying who you want to reach with your message. Are you targeting potential customers, investors, or industry experts? Once you know your audience, research their needs, interests, and pain points. This will help you tailor your message and tone to resonate with them.

For example

if you’re targeting potential customers, focus on the benefits of your product or service and how it can solve their problems. Use language that speaks directly to them and addresses their pain points. On the other hand, if you’re targeting investors, focus on your company’s financial benefits and its potential for growth. Use data and statistics to support your claims and demonstrate your track record of success.

Do write a compelling headline

Your headline is the first thing people will see, so it’s important to make it compelling and attention-grabbing. Use strong action words, keep it concise, and highlight the most important aspect of your press release. The headline should give readers a clear idea of your press release and make them want to read more.

For example

if you’re announcing a new product, your headline could be “Introducing XYZ: The Revolutionary Product That Will Change the Way You Do Business.” This headline is concise, uses strong action words (“revolutionary,” “change”), and highlights the most important aspect of the press release (the new product).

Do use an inverted pyramid structure

The inverted pyramid structure is a common format for press releases. Start with the most important information and gradually work down to the details. This structure ensures that readers get the key points immediately and can decide whether to read on.

For example

if you’re announcing a new partnership, start with the most important information, such as the names of the companies involved and the nature of the partnership. Then, please provide more details about the benefits of the partnership, how it will work, and any relevant background information.

Do use quotes from relevant sources

Quotes from relevant sources can add credibility and interest to your press release. Use quotes from experts, customers, or company leaders to support your message and make it more compelling.

For example

if you’re announcing a new product, include a quote from a satisfied customer who has used it and can speak to its benefits. Alternatively, include a quote from a company leader who can provide insight into the development process or the company’s vision for the future.

Do include multimedia elements

Adding multimedia elements such as images or videos can make your press release more engaging and increase the chances of being shared on social media or picked up by media outlets. Ensure that any multimedia elements are high-quality and relevant to the press release.

For example

if you’re announcing a new product, include high-quality images of the product from different angles. If you’re announcing a new office location, include photos of the new office space and the surrounding area.

Do proofread and edit carefully

A poorly written or error-filled press release can damage your brand’s reputation. Take the time to proofread and edit carefully, ensuring your message is clear, concise, and error-free. Check for spelling and grammar errors, factual inaccuracies, and inconsistencies in tone or style.

Do follow formatting guidelines

Different media outlets may have different formatting guidelines for press releases. Be sure to follow these guidelines carefully to ensure that your press release is accepted and published. Common formatting guidelines include using a standard font and size, including a boilerplate at the press release’s end and contact information at the top.

Do include contact information

Include contact information such as a phone number, email address, or social media handle so readers can contact you if they have any questions or want to learn more. This information should be prominently displayed at the top of the press release.

Do include a call to action

A call to action (CTA) is a statement that encourages readers to take a specific action, such as visiting your website or contacting your company. Including a CTA in your press release can help drive traffic and generate leads.

For example

if you’re announcing a new product, your CTA could be “Visit our website to learn more and place your order today.” Ensure that your CTA is clear and compelling and aligns with your press release’s goals.

Do distribute your press release effectively

Once you’ve written your press release, it’s important to distribute it effectively to reach your target audience.

There are several ways to do this, including:

  • Sending your press release directly to journalists or media outlets
  • Posting your press release on your company website and sharing it on social media
  • Using a press release distribution service to reach a wider audience

Consider your goals and budget when deciding which distribution method to use. If you’re targeting a specific group of journalists or media outlets, sending your press release directly may be the most effective approach. A distribution service may be a better option if you want to reach an audience.


In conclusion, following these top 10 dos of press release submission can help you write a successful press release that resonates with your target audience, drives traffic, generates leads, and enhances your brand’s reputation.

By understanding your audience, writing a compelling headline, using an inverted pyramid structure, including quotes and multimedia elements, proofreading and editing carefully, following formatting guidelines, including contact information and a call to action, and distributing your press release effectively, you can maximize the impact of your message and achieve your communication goals.

Questions and answers

Why is it important to understand your audience when writing a press release?

Understanding your audience is critical when writing a press release because it determines your message’s tone, style, and content.

By knowing who you’re targeting, you can tailor your language and messaging to resonate with their interests and needs and ensure that your press release is relevant and engaging. Failure to consider your audience can result in a message that falls flat doesn’t generate interest or engagement and fails to achieve your communication goals.

How can you write a compelling headline for your press release?

To write a compelling headline for your press release, you should use clear, concise, and attention-grabbing language that summarizes the main message of your release. Your headline should include relevant keywords and phrases to help your press release appear in search engine results.

Consider using numbers, questions, or humor to add interest and intrigue to your headline. Above all, ensure that your headline accurately reflects the content of your press release and entices readers to continue reading.

What is an inverted pyramid structure, and why is it important in press release writing?

An inverted pyramid structure is a writing style in which the most important information is presented at the beginning of the article, followed by supporting details and background information.

This structure is important in press release writing because it ensures that readers get the most important information, even if they only read the first few sentences or paragraphs. Presenting the most important information first lets you grab readers’ attention and ensure that your key messages are communicated effectively.

How can you use quotes and multimedia elements to enhance your press release?

Quotes and multimedia elements, such as images or videos, can enhance your press release by adding credibility, interest, and visual appeal to your message. Including quotes from key stakeholders or experts can help add perspective and authority to your message.

At the same time, multimedia elements can break up long blocks of text and make your press release more visually appealing. When using multimedia elements, be sure to choose high-quality images or videos that are relevant to your message and enhance your press release’s overall tone and style.

What are some tips for distributing your press release effectively?

To distribute your press release effectively, consider your goals and budget, and choose a distribution method that aligns with those objectives. For example, sending your press release directly to them may be the most effective approach if you’re targeting a specific group of journalists or media outlets.

If you want to reach a wider audience, a press release distribution service may be a better option. Additionally, consider posting your press release on your company website and sharing it on social media to increase visibility and engagement.

Whatever method you choose, ensure your press release is formatted correctly, includes contact information, and includes a clear call to action to encourage readers to take the desired action.

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