The Do’s and Don’ts of Creating Excellent Press Releases

When it comes to marketing, press releases are some of your most valuable assets. You can easily get an excellent press release written for a few hundred dollars, and you can publish your press release online for about as much with a high-quality press release platform.

As with all things, however, there are some rules you want to follow to create the best possible press release for yourself or your business.


Press releases are actually supposed to announce newsworthy events. So, a press release isn’t written like an advertisement. It’s written more like a news article.

Answering the proverbial Who, How, Where, When, and Why in a press release is very important! Without these questions being addressed, your release will be uninteresting and not really worth publishing.

You’ll also want to get a competent writer to write your press release for you. Your fifth grader who made an A+ in English isn’t going to cut it.

Although you don’t have to be Ernest Hemingway to write a good press release, there’s a certain style, flow, and format that they all follow. Easier to hire someone than learn those skills yourself, if you don’t already know them.

Finally, you’re going to want to include your website, your social media profiles and pages, and your phone number, or at least a phone number of some sort in the press release. You do want people to contact you, right?


Accuracy is very important with press releases. Although according to the industry, a certain amount of hyperbole might be acceptable, it certainly isn’t with press releases.

Try not to use overused, emotional words like “excited”! That’s a sure-fire way to create a boring, hackneyed press release.

Try for more emotional accuracy, and especially work towards factual accuracy. Is your product the absolute best? Normally, that’s debatable! If you’ve won an award, sure, that’s a factual standard. But, if you’re just tooting your horn, save that for your ads!

If you want to find out more about writing newsworthy press releases, or you’d like to contact me about writing a press release for you, then sign up for my free report: Press Release Marketing for Local Business. You’ll find all my contact details there, and you’ll get my best information on how to write a newsworthy press release.