How to Write a Press Release Using AI in 2023

You don't have to spend hours crafting your press release anymore. In this guide, we'll show you how to write every part of the press release using AI.

Did you know that press releases have a specific structure? This structure includes:

Headline.
Summary.
Date and location.
Body.
Company description.
Boilerplate.
End or close.

Press release 101

Every business looking for exposure wants media coverage. To stand out from the competition and impress editors, you must learn how to write a persuasive press release.

In this article, I will share my experience in crafting press releases as an online magazine editor, and teach you how to share your story.

Here are several key points to know before getting started:

A press release is a news story sent out to specific members of the media, such as journalists, reporters, bloggers, and influencers. Stories that link to trending news, impact many people, or stir emotion are usually the most successful. If you are struggling to connect your press release to current news, check if there are any relevant upcoming national awareness days.
News editors don’t have a lot of time. Keep your press release to one page and no more than 500 words.
Focus on the facts. Editors are rarely interested in promoting your brand. Ensure your press release speaks to actual facts and events and doesn’t come across as an advertisement.
Ask yourself “Why?” As you write your press release, be sure it explains your story and why it should be published.

Press release template

The template below offers a simple way to format your press release. I recommend inserting an image after your opening paragraph. This helps draw the reader’s attention to your content.

Adding an infographic can make statistics and detailed research easier to understand. If you do not have high-quality images to add, simply include your business logo.

"FOR IMMEDIATE RELEASE" in capitals in the top left-hand corner. If you don’t want your story in the news yet, write "HOLD FOR RELEASE UNTIL… [add date]"
[Catchy headline that announces your story]
[Short subheading explaining your headline]
[Opening – Location, date, company name, brief description. Answer who, what, when, where and why.]
[Context – Share additional information that might be useful to a journalist. Consider facts, statistics, case studies, company milestones, etc.]
[Add personal quotes from experts, employees and/or the main subject in your story]
[A mini company bio and call to action]
[Contact details – Website, name, email, telephone…]
[Write ENDS or ### to signify the end of the press release]

How to get journalists to write about your business

From an attention-grabbing headline to an interesting quote, here are the most important things to get right.

Writing a compelling headline using AI

You know your news story is interesting enough to warrant a press release. Now you just need to summarize why in one line. Here are some tips for creating an effective headline:

Keep it short and sweet.

Your headline should explain the purpose of your press release. Too many words can lose a reader’s interest and take away the focus. A helpful reference point is no more than ten words. A sub-heading below helps to keep your headline short.

Include numbers and statistics.

Journalists love statistics because they add credibility. Did your business grow by a certain percentage? Have you received a specific number of five-star ratings? Be sure to include these.

Avoid using generalizations and exaggerated language.

Unless you can prove that your brand is “innovative” or “pioneering” etc., it is better to err on the side of modesty.

Avoid using puns, jokes or colloquial language.

Press releases are formal documents and should be written in a professional tone.

Use keywords.

Include relevant keywords in your headline that will help journalists and other industry influencers find your press release.

Use an active voice.

“Facebook finalizes merge with Instagram” is more concise and impactful than “A merger was finalized with Facebook and Instagram.” Include action words such as “announces”, “launches”, “reveals”, “introduces”. This will make your headline more compelling.

Ask yourself, “Does my headline sound like a news piece?”

Editors are looking for engaging and original features that are relevant to their readership. Try to come up with a unique angle or headline that will make your press release stand out.

Write a summary with AI

Once you have your headline, create a sub-heading to summarize your entire content.

For example, let’s say my headline is: “ABC Company Launches New App to Make Home Cleaning Easier”
My sub-heading could be, “ABC Company adds convenience to the home cleaning process with their new app.

Demonstrating value to the press

With your news angle decided, introduce your opening paragraph with the most relevant facts:

After your introduction, write no more than two paragraphs of supporting copy to share more details on your story. Use bullets to highlight key points.

You could include case studies, specific product knowledge, research, events, or celebratory moments. Every sentence within these paragraphs should link back to your headline.

As you write your press release, pay attention to any content fluff. If a sentence does not get to the point quickly, it probably needs editing or cutting.

Providing valuable or crucial background information on the subject

An editor may reject a press release if it fails to include the necessary information. As well as answering the “5 Ws” (who, what, where, when, why), consider other questions a journalist may have.

Let’s say your press release highlights a recent company award. Have you mentioned who created the award and why, how the winner is chosen, and who else received a nomination?

Being honest and unbiased

Editors are trained to separate truth from fiction. Don't try to sell your story to an editor using self-praise or hyperbolic language. For example, calling your product the "best" or "the strongest" may make you come across as inauthentic and biased.

Add a quote using AI

As well as adding some zest to your copy, a well-chosen quote can add a human touch and demonstrate credibility.

The source of the quote is just as important as its contents.

A quote from somebody within the business offers you an opportunity to expand on your story in a more human and relatable way. The higher up the individual (e.g. CEO), the more impact it’s likely to have.

End with a call to action

The end of your press release provides space for you to share a summary of who you are and what your company offers.

Resist the urge to copy and paste from your company's “About” page. Instead, write something that draws a clear link between your company and the target audience for this specific press release.

Follow this with a “call to action” (CTA). A CTA is a prompt that encourages your readers to take a desired action. For instance, you can tell people to visit your website to book a consultation or to sign up to your newsletter for exclusive offers.

Conclusion

Press releases remain one of the most cost-effective and strategic ways to reach the media and gain press coverage.

Be concise, stick to the facts, and consider your news angle carefully. Your credibility can be damaged if you repeatedly send out press releases that are not relevant to a publication. The key to an impactful press release is a compelling headline, an informative, engaging story that promises value to the reader, and an unbiased and honest voice. A strong quote and call to action will help seal the deal.