5 Qualities of a Perfect Press Release

A survey by Cision found many journalists produce “10+ pieces a week.” Now the question is, how many of those press releases are about your business? One perfect press release about your company published in any of the fast-growing blogs in the United States, Canada, Australia, UAE or the United Kingdom can boost your revenue in a great measure.

Do you want to improve your business marketing strategy, increase your visibility and drive more sales? Then, together with your regular advertising, social media marketing, email marketing, etc., you will need to engage the press. 

Although advertising with the press and other media outlets may seem unconventional, it is an unexplored means of promotion that you can make use of to improve your sales and showcase your business to a large audience. 

An example of a platform that used the press to promote its brand is BeardBrand, a blog for men with beards. They were featured in just a story on the New York Times Magazine and they moved from a regular blog to one of the foremost brands in terms of men’s grooming products. 

Your business can also gain new heights and grow into a popular brand no matter the industry with press and mass media. Hence, you will need to master the art of writing a perfect press release. 

While you can sit and wait till your business gets in the way of a news reporter, you can master the art of writing a perfect press release that will get the attention of every news reporter and ultimately get published in your local news agency.

The choice is solely yours to make as an entrepreneur. If you would wait till your business gets in the path of a news reporter, you may have to wait till you are Jeff Bezos, Elon Musk or Bill Gates. But with a good press release, you can enjoy tractions from the mass media even though you are just starting out. 

To learn how to write a successful press release, let’s start by discussing the definition of a press release. 

What is a Press Release?

A press release is a brief document that is written to let the press and other media outlets know about something your business is up to or has done. It is sent to journalists and editors announcing a move by your business which can be turned into a news article. 

When Quidax, founded by Buchi Okoro was launched in 2017, it generated a couple of press releases. A press release would contain a summary of all the information needed to publish news content for your business. 


Not sure if you should write a press release for your business or product? These benefits will change your mind. 

Benefits of Writing a Press Release

Here are some of the benefits of writing a mind-blowing pressing release.

1. Cost-effective 

Writing a press release is cost-effective and a vital tool to add to your marketing strategy if you are running your business on a shoestring budget. You can gain a lot of customers and enjoy a scale-up of your business at little or no cost. 

2. Control 

Your press release will typically contain the side of your business you want the public to see, not some random stuff the press may publish about it. This gives you control over what is shared about your business. 

3. SEO and Web Traffic Increase 

If your website gets published on a news site like the New York Times or the Huffington Post, you are sure of getting an unmetered flow of traffic, loyal customers and revenue growth because these sites have a large audience following them already. 

And also, a backlink from these websites will positively impact your website’s search engine optimization. 


The Ideal Length of a Quality Press Release

Before hiring a freelance writer to create a compelling press release for your company, one of the frequently asked questions you need to sort out is what the ideal length of a quality press release should be.

The ideal length of a press release is about an A4 side or about 300 to 400 words (the length of a short news item). That’s just three or four short paragraphs and a couple of thought-provoking, real-life quotes that could help beef up the authenticity of your brand message.

Now, let’s talk about some of the amazing characteristics of a press release that will make it pass as a perfect one that gets published on authority news platforms. You will be more motivated to create a perfect press release for your startup when you understand what happens when you get published on authority blogs.

5 Qualities of a Perfect Press Release 

The following are five (5) of the most important qualities a perfect press release must contain. You can as well call them the characteristics of a good press release:

1. Newsworthiness 

What is the most important trait a press release about your business should possess? The first and certainly the most important quality your press release must have is newsworthiness. The content of your press release must be worthy of publication in the mass media as news. What is the most important trait a press release about your business should possess?

A perfect press release with all the other necessary qualities without newsworthiness will not see the light of the day or get published. What makes a good press release is its newsworthiness. It doesn’t matter how long it is, if it is newsworthy, it will get published and it will go viral. Isn’t that what every 21st-century brand wants?

What makes a press release newsworthy?” A press release is considered to be newsworthy if it is timely, significant and touches a large share of human interest. Your press release should affect a good number of people, be a current event or trend, and readily engage with people. 

2. Attention-grabbing 

Making your press release attention-grabbing is one quality of news generally. It is the idea behind having headlines. We demystified how to write attention-grabbing headlines in this eBook, The Magic Headline Hooks. The truth is, the more attention-grabbing a news headline and content is, the more people can get to interact with it. 

The attention-grabbing quality relates largely to headlines than to the body of the news article. Your press headline must command and attract the attention of anyone who sees it. 

Craft an appealing headline that is irresistible for anyone to pass. Your headline is the first thing people see and most people will read a written piece when the headline is appealing and exciting enough. You can model any good press release title when writing yours.

The headline of your press release must capture the attention of the media agency and everyone that reads it. It should be direct, comprehensive and contain action verbs. This will drive huge engagements and user interactions.


3. Answer the “5Ws”

In the body of your press release, add the very important details of your brand by answering the 5Ws. The 5Ws are What, When, Who, Where, and Why? You should answer these in a format that makes it impossible for your press release to be ignored by the reporter or media agency you send it to. 

Answer questions like who is involved? What is the news about? When did it happen or when is it going to happen? Why should the news be published? And where is the event taking place? This will provide essential information in the body of your news content.

This press release writing strategy works irrespective of the type of press release you are writing.

There are basically 8 types of press releases and all of them follow the same fundamental procedures. These types of press releases are event hosting, book launch, product announcement, new business, new hire, rebranding, partnership, and award/dinner press releases.

4. Boilerplate Text 

Apple Boilerplate for press release writing
Apple Boilerplate

This will come after you have narrated what the news is about. The boilerplate text is a summary of what your business or brand is about. 

In your boilerplate text, you are giving important, must-know facts about your business and your aspirations as an organizational body all in a summary. This part is one of the two qualities that actually promote your business in your press release. 

When people read your boilerplate text, they get to know in clear terms what you and your business are about. 

5. Contact Details 

The final part of your press release should have your business contact details so that the news reporter or editor can get back to you and if published, interested members of the public can reach out to you.  Your business email address, phone number, website or any other means through which you can be reached should be added to your press release. 


How Many Press Releases Should I Send?

The question of how often should companies hoping to maximize press releases to grow their business send it has now become rampant.

Press releases that have a time-sensitive topic should be sent at least once a week while those that are not time-sensitive. For example, if you are a company that is set to launch a new e-commerce product, you would want to send releases weekly or daily around the date of the product launch and shortly after the launch.

Once you are able to spy on your competitors and understand what they are not doing but what you are doing that makes your product unique, do not fail to include it in your press release.

When Is the Best Time and Day to Send a Press Release?

According to the experts at Prowly, a tech tool for reaching journalists more effectively, the best day of the week to send a quality press release that is guaranteed to convert is Thursday. Press releases sent out to journalists on Thursday receive a 26% more open rate.

The best time of the day to send a press release is between the hours of 10am to 2pm. It’s not advisable to send a press release on Friday because the writers you are trying to get their attention are already in a haste to close.

Is it a bad idea to send a press release on Friday? The answer is yes. Do not send a press release on Friday and Monday. You wouldn’t want your interesting press content to be lost in the crowd of thousands of other press releases. This rule stays the same whether you are publishing it on your niche company blog or you are sending it out to journalists.

You can as well hire professional journalists with a little background in marketing or freelance copywriting agencies to handle the writing of all your press releases so that through their effort, you can promote your business seamlessly.

How Do You Write a Press Release of an Award?

The best person to write a press release for an award is an experienced PR professional. This is because they can help you communicate the message in a way you could never imagine. But what happens when you can’t afford an experienced and expensive PR agent? Then you will have no option but to do it yourself.

Before it becomes urgent, let us show you exactly how to write an effective press release for an award that will be accepted.

A good press release of an award should have the following:

  • The contact information of the awarding company or companies to help make the job of the journalists easier. The faster these journalists can access the information they need, the more likely your press release will be published.
  • A quote from someone at the awarding organization. This can improve the quality of the press release, and increase its acceptance.
  • A brief explanation of the amazing things the award says about your business. This is help boost your brand reputation, and attract more customers to your business.


Remember, how to write a successful press release for an event like a fashion show, product launch or music concert are entirely different even though they may have some of the characteristics we listed above. 

You need to understand your industry and the kind of news you think media houses in the United States, Canada, Australia, Dubai, or Europe are dying to publish. Most startup founders in Europe who are doing amazingly well will agree with me that a good press release contributed immensely to their success in just a short time in addition to the ease of doing business made available through the government policies.

Meanwhile, because a particular media company rejected your press release doesn’t mean you can’t tweak it and take it to other authority media platforms like blogs with high domain authority and traffic volume and still get noticed and published.

You can as well check online or consult a freelance copywriting agency journalist for some press release templates and examples to help you a glimpse of all you need to know to write a great press release for your new product.

Emenike Emmanuel
Emenike Emmanuel is a multiple award-winning blogger, CEO of Entrepreneur Business Blog, Chief Evangelist of Ebusinessroom Ventures, and the Lead Coach of an online community of over 12,000 business owners called, The Excellent Entrepreneurs' Network. He’s here to help you start, manage and grow a profitable and sustainable business using digital marketing strategies. Follow him on Facebook, Twitter, Instagram, LinkedIn & Pinterest with this handle, @emenikeng. Telegram group - | Email: [email protected]

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