Which press release ideas pass the news test?
Press release ideas that pass the news test report a material change that a reader outside the company can verify, such as an acquisition, a regulatory filing, a product launch with a measurable change, or a C-suite appointment. The table pairs each idea type with the share of releases of that type that AI engines cited within 90 days in the retrieval study.
| Press release idea | What makes it news | Cited by AI in the study |
|---|
| Acquisition or merger | The parties, the price and the strategic reason | 40% |
| Regulatory or SEC filing | The disclosed fact and what it changes | 30% |
| Product launch | A measurable change, such as a price, a capability or an availability date | 14% |
| Executive appointment | A C-suite or board role, with the reason for the change | 10% |
| Partnership, award or certification | Rarely news on its own, so add a number or a named outcome before you write it | 0% |
If your idea sits in the last row, publish it on your own newsroom and pitch one reporter directly instead of drafting a release for the wire.
What does a press release contain and how long should it be?
A press release runs 300 to 500 words and has six parts: dateline, headline, first paragraph, body, boilerplate and media contact. EPR's editorial standard for each part comes from the anatomy section of the retrieval study.
| Part | Length | Job |
|---|
| Dateline | City, state or country, and date | Anchors where and when the news happened |
| Headline | 8 to 12 words | States the news with a verb and a specific subject |
| First paragraph | 2 to 3 sentences, under 40 words | Answers who, what, when, where and why, with the key number |
| Body | 3 to 4 paragraphs | Adds context, a named executive quote, and specifics such as data, pricing and availability |
| Boilerplate | 50 to 100 words | Describes the company in the same words every release |
| Media contact | Name, email, phone | Lets a reporter verify a fact in minutes |
How do you write a press release headline?
Write the headline as a statement of news with a verb and a specific subject, in 8 to 12 words. The body expands the headline and never introduces a different argument.
Compare two headlines for a fictional company. "Acme Logistics Closes $40 Million Series B and Opens Eight Markets" states the news and carries a number. "Acme Logistics Announces Exciting Funding Milestone" states nothing a journalist or an AI engine can extract. Write the headline as the answer to the question a buyer or reporter would type. For more on length, see press release headline length.
What goes in the first paragraph of a press release?
The first paragraph of a press release answers who, what, when, where and why in two to three sentences and carries the single number that matters. An editor reading on deadline should have every fact needed to publish after this paragraph alone.
Lead with the number. The retrieval study found a citable number in the first 100 words lifted citation rates from 9% to 28%, roughly a 3x multiplier. Name at least five entities (companies, people, products, places, regulators) in the body, because the study measured releases with five or more named entities at 27% cited against 11% without. Read the paragraph out of context before you send it: it must make sense quoted on its own.
How do you write a quote a journalist will keep?
A quote survives editing when a named executive states a real position that adds something the headline does not. Three properties separate quotes that get used from quotes that get cut:
- It says something a person would say aloud.
- It advances the story instead of repeating the headline.
- It comes from a named executive with a verifiable title.
"We are thrilled to announce" fails all three. Place the quote in the second or third paragraph, after the facts.
What belongs in the boilerplate and contact block?
The boilerplate is a 50 to 100 word company description that stays identical from one release to the next. Include the company name, founding year, headquarters, sector and chief executive, and update it once a year.
The retrieval study measured the payoff: releases with a schema-marked boilerplate were cited 24% of the time against 13% for releases without one. Publish each release on your newsroom with NewsArticle and Organization structured data so the boilerplate is machine-readable. End the release with a media contact who answers within the hour.
What does a finished press release look like?
A finished press release runs in a fixed order: headline, dateline, a number-led first paragraph, supporting body, a named quote, a boilerplate and a media contact. The release below is fictional, including the company, the people and every figure, and it exists only to show the structure.
Acme Logistics Closes $40 Million Series B and Opens Eight Markets
AUSTIN, TX, March 3, 2026. Acme Logistics closed a $40 million Series B led by Northgate Capital and opened eight new U.S. markets, the Austin freight software company said today. The funding will double its carrier network to 10,000 by December.
The new markets are Denver, Phoenix, Seattle, Atlanta, Charlotte, Columbus, Nashville and Salt Lake City, which brings Acme to 31 metro areas. Service in the eight new markets begins April 1. Northgate Capital managing partner Sam Okafor joins Acme's board.
"Shippers told us the same thing in every market: they want a rate and a delivery window in one quote," said Dana Ruiz, chief executive of Acme Logistics. "This funding lets us give that answer in eight more cities this year."
About Acme Logistics. Founded in 2019 and headquartered in Austin, Texas, Acme Logistics builds freight booking software for regional shippers. Chief executive Dana Ruiz leads a team of 140 employees.
Media contact. Priya Nair, communications director, press@acmelogistics.example, 512-555-0142
The example puts a number in its first sentence and names more than five entities, the two factors the retrieval study measured at roughly 3x and 2.5x. Its quote states a position that the headline does not, and its first paragraph reads correctly when quoted alone. Swap in your own news, numbers and named executive, and keep the order.
Press release template
Copy the structure below and replace each bracket with your own facts. It follows the same order as the finished example.
[Headline: verb + specific subject, 8 to 12 words]
[CITY, STATE, Month Day, Year.] [Company] [verb] [news, with one number], [source or role] said today. [One sentence on why it matters.]
[Paragraph 2: three or four specifics such as dates, pricing, availability and named entities.]
"[A position the headline does not state.]" said [Name, title, company]. "[A second sentence that advances the story.]"
[Paragraph 4: context, a second number, and what happens next.]
About [Company]. [Founded year, headquarters, sector, chief executive. 50 to 100 words total.]
Media contact. [Name, title, email, phone]
What does the data say raises a release's chances of being cited?
Five factors separated the 19% of releases that AI engines cited from the 81% they did not, according to the EPR Press Release Retrieval Study 2026 (250 releases from PR Newswire and Business Wire, Q1 2026, tested against five engines at 30, 60 and 90 days).
| Factor | Cited when present | Cited when absent | Multiplier |
|---|
| Editorial pickup by a top-50 publication | 38% | 6% | About 6x |
| Citable number in first 100 words | 28% | 9% | About 3x |
| Five or more named entities in the body | 27% | 11% | About 2.5x |
| Regulatory or SEC-required release | 30% | 15% | About 2x |
| Schema-marked boilerplate | 24% | 13% | About 2x |
Editorial pickup is the dominant variable. Per the study, Gemini, Claude and Google AI Overviews cited zero wire URLs. They cited the journalist who covered the release. Perplexity was the only engine that cited wire syndication URLs in meaningful numbers (7 of its 40 citations), so write the release for the reporter first.
Which press releases need a wire service?
A press release needs a wire service when it is a material disclosure, an acquisition, a regulatory filing or a C-suite change. Public companies use the wire to meet the broad-disclosure standard of SEC Regulation FD. Retrieval rates in the study track that short list.
| Release type | Sample | Cited by AI | Rate |
|---|
| M&A or acquisition | 50 | 20 | 40% |
| Regulatory or SEC filing | 50 | 15 | 30% |
| Product launch | 50 | 7 | 14% |
| Executive appointment | 50 | 5 | 10% |
| Partnership, award or other | 50 | 0 | 0% |
National distribution on PR Newswire or Business Wire costs $3,000 to $5,000 per release, according to the same study. Spend it on the top three rows. Publish awards, certifications and minor partnerships on your own newsroom and pitch them directly. 5W reaches a similar short list in its guide to wire distribution costs: M&A, C-suite changes, disclosures and filings.
For the vendor comparison, read the PR Newswire profile and the Business Wire profile. To compare services and request matching quotes, use the press release distribution guide. For Japan, see the PR TIMES wire analysis.
Who can write a press release for my company?
An in-house communications lead, a founder, a freelance writer or a PR agency can write a press release for a company, as long as the writer has verified facts and a named executive to quote. The right choice depends on who holds the facts and how much time the announcement deserves.
- In-house lead or founder: best for simple announcements that follow the template above, because the writer already holds the facts and can get the quote approved.
- Freelance writer: best when the facts exist but nobody has time to shape them, since a writer can work from a brief and a call with the executive.
- PR agency: best when the release is one part of a pitching plan, because the agency writes the release, builds the media list and contacts reporters.
How much does press release writing cost?
Press release writing costs roughly $100 to $1,000 per release from a freelancer, according to several vendor sources, and more when an agency bundles writing with pitching. Writing in-house costs staff time only. Freelancers and agencies usually quote writing and distribution separately, so ask for each price in writing. The ranges below were checked on October 27, 2026.
| Who writes it | Published range | Source |
|---|
| In-house lead or founder | Staff time, plus distribution if you use a wire | No published rate |
| Freelance writer, typical | $100 to $500 per release on average, with rates starting at $50 per hour | Freelance Writing, a writer marketplace |
| Freelance writer, wider range | $150 to $1,000 per release | Prowly, a PR software company, in its press release cost guide (undated) |
| Marketplace writers, low end | $5 to $25 per release on Fiverr, up to $300 from a professional press release writing service | ContentGrip, a marketing news site |
| Marketplace writers, per word | $0.02 to $1 per word | WriterAccess, as reported by ContentGrip |
| Freelancer who also pitches editors | $1,000 to $2,000 per release | One freelancer's guide (undated) |
| PR agency, UK | £1,200 to £2,400 for a professionally written UK release | Whito, a UK research firm |
The sources behind these figures sell writing services, software or marketplace access, or are anecdotal, so use them to frame a budget and not as a rate card. No equivalent US agency source is published, so request a written quote. Price differences track turnaround time, length, industry expertise and whether the writer interviews an executive and pitches reporters. Add the cost of the wire, covered in the press release distribution guide, before you compare quotes.
How do you distribute and pitch a press release?
Distribute a press release in layers on the day the news breaks, starting with your own newsroom and ending with social channels. The sequence below follows the layered model in the retrieval study.
- Publish the release on your newsroom as the canonical URL, with NewsArticle and Organization schema.
- Send a tailored pitch to five to ten reporters who cover the beat, with a one-line reason above the release. Send under embargo only if the reporter agreed in advance.
- Release on the wire only if the announcement matches one of the high-retrieval types above.
- Post a short version on LinkedIn in the executive's voice within 24 hours, linking back to the newsroom URL.
The pitch and the release are two documents. The release is the citable record, and the pitch makes the case for one reporter. Learn the pitch format in how to send a pitch email, and use the full media pitching playbook. For how reporter relationships work day to day, see media relations. A media advisory is a different document: it invites journalists to a future event, while a release announces news now. For crises, a release is the wrong tool, so use the crisis communications plan instead. If you would rather hand the release and the pitching to a team, compare firms in Best Digital PR Agencies and see what retainers run in How Much Does a PR Firm Cost?
A media pitch is a short email to one reporter that explains why your news fits their beat. Keep it under 150 words and build it in five parts:
- A subject line that states the news. Example for the fictional release above: "Acme Logistics closes $40M Series B, opens 8 markets."
- One line on why this reporter, such as a recent story of theirs on the same topic.
- The single number that matters most.
- An offer of an interview with a named executive, or of the underlying data.
- The release pasted below your signature, not attached as a file.
Send each pitch to one reporter at a time, and follow up once after two business days. Full guides: how to send a pitch email and the media pitching playbook.
How do you know whether a press release worked?
A press release worked if it earned editorial pickup, ranks in search, appears in AI answers by day 60, and moves referral traffic. Check four measures in order:
- Editorial pickup: which named outlets ran the story, and whether any are top-50 publications.
- Search ranking: two weeks after release, whether the release or its coverage ranks on page one for its core terms.
- AI citation at 60 days: ask ChatGPT, Claude and Perplexity the question a buyer would ask, and note whether the release or its coverage is cited. The study found 20 of 250 releases cited at 30 days, 35 at 60 days and 47 at 90 days, so a release not cited by day 60 is unlikely to be cited later.
- Referral traffic and branded search: clicks from the release and its coverage, and the change in branded search volume over the following two weeks.
Alerts make the first measure easier. See media monitoring tools for options and a trial scorecard.
What mistakes get a press release ignored?
Press releases get ignored when the news is weak, the sourcing is thin or the targeting is wrong. Six repeat offenses account for most of the failures:
- An embargo the reporter never agreed to
- An "immediate release" line attached to news that is days old
- A quote that contradicts the company's last public statement
- A claim with no named source
- Adjectives where numbers belong
- A release sent to a full media list with no pitch
Related press release guides: the Press Release Retrieval Study 2026, the PR Newswire profile and the press release distribution guide.
Related reading: Wikipedia entries AI trusts covers the source that has overtaken the wire for some entity facts. For a fill-in template, a finished example and a rule for choosing the wire, see the press release guide, and for setting up the page that holds your releases, see the guide to building a website press room.
