How to write a good press release - Stir PR
How to write a press release, why press releases still count in this era of AI, be human and concise
Why Press Releases Still Matter in PR
The press release is the bedrock of any PR campaign. As a communication tool, it gives organisations a credible, structured way to share news with the media. Technology is moving fast. AI writing tools are changing how we draft, distribute, and analyse. But the press release hasn’t lost its power.
Why press releases still count
They build trust. A well-crafted release shows professionalism and gives journalists a source to reference.
They support brand awareness. Consistent, newsworthy releases keep you visible in the right conversations.
Journalists still use them. A strong release is a credible entry point into media coverage, even in a crowded inbox.
They anchor your media relations. Even as PR automation evolves, the press release is still best practice.
The tools around press releases are changing. The format itself? Still essential.
Writing Headlines That Grab Journalists’ Attention
Journalists are busy. They won’t read fluff. Your headline is your one shot at stopping the scroll.
Daisy Cullen, Account Manager at Stir, says it bluntly: “For every sentence in your release, ask yourself how you can say the same thing in fewer words. Especially your headline and subject line.”
The golden rules of headline writing
Keep it under ten words. Try to summarise the key message of your release in one line.
Prioritise clarity over cleverness. Tell the journalist what’s new and why it matters — immediately.
Use active, direct language. Creative and punchy wording grabs attention. Vague or passive phrasing loses it.
Ask yourself: will a busy journalist keep reading after this line? If not, rewrite it.
Can AI help with headlines?
AI can generate headline options quickly. This is useful for ideas. But treat any AI-generated headline as a starting point only.
Tone, nuance and genuine news hook are hard for AI to replicate. Always apply your own editorial judgement before sending.
How AI Can Support Great PR Writing (Not Replace It)
AI has a place in modern press release writing. But that place has clear limits.
Daisy says AI can be useful for getting the basics of a piece of writing together. It can save time on structure and first drafts. That’s useful when you’re working fast.
Where AI adds value
Structure and scaffolding. AI can produce a workable draft framework quickly.
Idea generation. Struggling with an angle? AI can suggest approaches to try.
Speed. First drafts don’t need to be perfect. AI can get you to a starting point faster.
Where AI falls short
Grammatical mistakes. AI-generated copy often misuses tense and punctuation.
Tone inconsistencies. The writing can feel flat, generic or oddly formal.
Lack of personality. As Brandon puts it: “AI copy is often a bit lifeless and can’t replicate a human’s touch.”
Human creativity and emotional intelligence are the differentiators in great PR writing. The robots aren’t replacing us just yet.
Take what AI gives you. Add your own creative flair. That’s when the copy becomes worth sending.
Be Concise: The Pyramid Principle
Alex Butler, Senior Account Director at Stir, shares a tip that comes straight from the mouth of a retired journalist. It’s based on a simple image: a pyramid. Small at the top. Increasing in size towards the bottom.
What the inverted pyramid means in practice
The inverted pyramid is a fundamental principle of press release format. It means your most important information comes first, always.
Lead with the news hook. The who, what, when, where and why at the top.
Work down in order of importance. Supporting detail, context and background follow.
Keep paragraphs short. One idea per paragraph. Two to three sentences max.
Make it readable at a glance. Journalists often skim before they commit to reading fully.
Alex’s advice is simple: “Deliver the most important message in your release at the very top. Keep it concise and keep it simple.”
This isn’t just a stylistic preference. It’s how journalists prefer to receive information. Give them what they need and fast.
Ideal Press Release Format
A well-structured press release makes a journalist's job easier. Follow this format to ensure your release is clear, professional, and ready to use.
The essential elements, in order
Headline. One line. Under ten words. Lead with the news.
Subheadline (optional). A single supporting sentence adding context to the headline.
Dateline. Location and date of issue, placed at the start of the opening paragraph.
Opening paragraph. Your most important information: who, what, when, where, and why. Keep it to two or three sentences.
Body paragraphs. Supporting detail, context, and background. Work downwards in order of importance. Follow the inverted pyramid.
Quote. One or two quotes from a relevant spokesperson. These should sound human. Edit any AI-generated quotes before including them.
Boilerplate. A short paragraph - typically three to five sentences - describing your organisation. This sits at the foot of every release.
Contact details. Name, email address, and phone number for the press contact handling enquiries.
Formatting tips
Aim for 300–400 words. One A4 page is the target. Brevity is a signal of professionalism.
Use short paragraphs. Two to three sentences per paragraph aid readability and skim-reading.
Avoid jargon. Write for a journalist, not a specialist. If a term needs explaining, simplify it.
Use 'ENDS' to close. Place this clearly after the final paragraph of the release body, before your contact information.
Label notes to editors separately. Any supplementary information — statistics, background, definitions — belongs in a clearly labelled notes section below 'ENDS'.
Press Release Quick Tips
A strong press release follows consistent, repeatable principles. Apply these every time.
Lead with your strongest news, not your brand name.
Write your headline in under ten words.
Use the inverted pyramid: most important information first.
Write in the third person throughout.
Include one strong, human quote.
Add a boilerplate at the foot of every release.
Date your release clearly, or mark it as embargoed.
Keep it to one A4 page where possible.
End with 'ENDS', then your contact details.
Personalise your outreach, do not send a blanket email.
Proofread before you send. Then proofread again.
Common Press Release Mistakes to Avoid (Especially When Using AI)
Even experienced PR professionals make avoidable errors. AI use has introduced a new category of mistakes to watch out for.
Be careful of these:
Complex language. Alex’s warning is memorable: AI copy looks like it’s had a dictionary thrown at it. Simple is not a weakness.
Unnecessary synonyms. Not every word needs a synonym check. Plain language is more persuasive than elaborate alternatives.
Too much self-promotion. A press release is not an advert. Lead with the story, not the brand.
Too much fluff. Every sentence should earn its place. Remove anything that doesn’t move the story forward.
Lifeless or unhumanised quotes. Quotes should sound like real people. AI-generated quotes rarely do. Rewrite them.
Losing sight of why the story matters. A journalist needs to understand the relevance immediately. Make it obvious.
A practical rule of thumb
Keep your release under one A4 page, roughly 400 words. Anything longer will lose the journalist before they reach your key message.
Getting Your Press Release in Front of the Right Journalists
Writing a strong release is only half the job. Press release distribution matters just as much.
How to approach outreach
Research before you send. Identify which journalists cover your sector and read their recent work before making contact.
Personalise your subject lines. A tailored subject line, referencing their beat or a recent piece, will always outperform a generic one.
Don’t spam. Sending the same release to hundreds of contacts rarely works. Targeted outreach builds better relationships.
Offer exclusive angles. Where possible, give a journalist a reason to prioritise your story over others in their inbox.
Build relationships over time. Good media relations are built on trust and consistency, not one-off sends.
Where AI can help with distribution
AI tools can support journalist ’ research and media list organisation. They can help you find relevant contacts more efficiently.
But the relationship-building part remains human. No tool can replicate the credibility that comes from genuine, thoughtful outreach.
Finding the Balance Between AI and Authenticity
Public relations strategy is evolving. AI writing tools are now part of the workflow for many PR professionals. That’s not a problem, as long as the balance is right.
Alex’s view is clear: Don’t let AI write the release for you. It’s not hard to spot when it has. The language gives it away. AI can get you started, but it can’t finish for you.
What AI-assisted PR writing looks like
Use AI to draft, then edit heavily with your own voice.
Use AI to generate image mock-ups or pitch visuals, not to replace storytelling.
Use AI for research and structure, not for the creative flair that makes a release worth reading.
The question to ask yourself
AI can help you write faster. It can’t help you write better, not without a human hand guiding it.
How can PR professionals be authentic while using new tools?
The answer, for now, is simple. Use technology to support your thinking. Never let it replace it. The human creativity behind a great press release, such as the idea for the news hook, the ear for the quote, the judgement of what a journalist actually needs, is still yours alone.
Adding how AI can be a helpful tool for getting the bones of a piece of writing pulled together. However, with it often making grammatical mistakes and misusing tense, he'd only recommend using AI-generated copy as a starting point. Take the copy and add your own creative flair, as AI copy is often a little lifeless and cannot replicate a human's touch. The robots aren't replacing us just yet!
Cally’s one tip for creating the perfect press release comes directly from the mouth of a retired journalist. It all comes down to a pyramid. Small at the top, increasing in size towards the bottom. The key is to deliver the most important message within your release at the very top. Keep it concise and keep it simple.
If you are looking to use AI, her main tip is don’t let it write the release for you. Having read some attempts, it really isn’t hard to spot when AI is used, mostly by the fact it looks like it’s had a dictionary thrown at it. Simple isn’t always bad and not every word needs a synonym check. My tip would be to use AI to mock up a killer image of your idea in your pitch, secure the win, and then be given a reason to write a press release.
So, what is the key to a great press release? Certainly, one aspect is striking that delicate balance between succinctness and substance. Next time you reach for the AI think, will it help you capture the attention of that busy journalist? Or will it just be another jargon-filled press release that will be ignored?