The Do’s and Don’ts of a Successful Press Release

Press Release

Too many communicators still get it wrong

Here are some of the things that you should absolutely include as part of your press releases and some of the things you should avoid at all costs. 

The Do’s of your Killer Press Release

  • Make sure to send out only news worth bragging about
  • Always answer the 5 Ws: Who; What; When; Where and Why
  • Always include a quote from one of your top executive
  • Have a boilerplate, “About Company”, section
  • Include a media contact, your website, your social media networks, a dateline and a phone number. Also include photos, videos, info graphics and logos; they are shared 3.5 times more than text only. Include linked search engine optimization keywords; include one for every one hundred words
  • Write in the third person and use bullets to break up long blocks of texts. Always make sure to follow proper spelling, punctuation and grammar and have a second set of eyeballs to proofread your text
  • Follow the AP Stylebook or Chicago Manual of Style
  • Create a catchy headline, keeping it between 60 and 80 characters, not including the spaces
  • Finally, use a relevant tool to identify relevant journalists and consider sending your press release trough a newswire service

The Don’ts 

  • Never assume everyone will read every word of your press release
  • Never exaggerate or make false claims
  • Never send the same press release twice
  • Never use slang, industry jargon or acronyms
  • Never over stress a point, keep it short, never write more than 800 words and never use exclamations marks or hyperbole.
  • Except in a quote, never use the words “We”, “You” or “I”. Write in the third person and avoid burying quotes within long paragraphs
  • Avoid burying the point of your press release
  • Avoid blasting in any form of “cc” or “bcc” email
  • Avoid linking your press release to unreliable or unprofessional websites
  • Never leave out source credit
  • Never trash your competition and,
  • Never send your press release to journalists that do not cover your industry or domain of activity.


Michel  is an enthusiastic writer, columnist and social activist who most enjoys evolving in complex interactive situations.


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