In a world where news breaks on social media before it hits traditional newsrooms, you might be tempted to think that the press release is obsolete. You’d be wrong.
The press release, now nearly 120 years old, has evolved—but it hasn’t died. In fact, in 2025, it’s as relevant as ever. It’s the official voice of a company. It’s the document that shapes media narratives, populates Google search results, gets picked up by AI summarizers, and still lands on the desks (or inboxes) of journalists looking for credible sources.
But here’s the catch: writing a press release today isn’t the same as it was in 2015—or even 2020. You’re not just writing for journalists anymore. You’re writing for humans, algorithms, automated newsfeeds, and digital platforms that reward clarity, speed, and structure.
So how do you craft a compelling, clickable, quotable press release in 2025? Let’s break it down.
1. Know Your Purpose (and Your Audience)
Before you open a blank Google Doc and type “FOR IMMEDIATE RELEASE,” you need to ask yourself one essential question: Why are you writing this press release?
There are many valid reasons:
- Announcing a product launch
- Sharing news about funding, partnerships, or acquisitions
- Responding to a crisis
- Promoting an event or initiative
- Highlighting thought leadership or survey data
Each of these requires a different tone, structure, and level of detail. A press release about a $25M Series B round is going to look different from one about your upcoming sustainability webinar.
And don’t forget: your audience isn’t just the media. Press releases are indexed by search engines, scraped by AI news bots, shared on social media, and read by customers, investors, regulators, and competitors. So you’re writing for a multi-channel, multi-platform world.
Tip: Before you start drafting, list the three audiences you care most about. Write with them in mind.
2. Nail the Headline and Subhead
In 2025, headlines are currency. They determine whether your release gets opened, shared, or ignored. Journalists are scanning hundreds of pitches and press releases a day—so your headline has to pop.
Headline rules:
- Be clear, not clever.
- Use active voice.
- Include data or specifics if possible.
- Stay under 100 characters.
Subheads are your secret weapon. This is your chance to add color, context, or a teaser of what’s inside. Keep it to one sentence. Use it to answer “why should I care?”
3. Lead With the News (Not the Fluff)
The first paragraph of your press release should contain all the essential information. Who, what, when, where, and why. Don’t bury the lede.
A strong opening paragraph:
- Summarizes the announcement in plain English
- Includes the most newsworthy detail
- Is no more than 3-4 lines
Example:
San Francisco, CA — April 26, 2025 — GreenLoop, a climate-tech startup using AI to optimize recycling, announced today it has raised $30 million in Series B funding led by EarthFund Ventures. The investment will accelerate its expansion intoEurope and scale its AI-powered waste-sorting robots.
By the end of that paragraph, I know what happened, who’s involved, and why it matters.
4. Layer in Quotes and Context
Quotes bring humanity to your press release. Use them to add emotion, vision, or credibility. Don’t waste them stating the obvious.
Bad quote:
“We are thrilled to receive this funding,” said CEO Jane Smith.
Better quote:
“This funding allows us to bring our AI recycling technology to cities that are drowning in waste. We’re not just scaling acompany—we’re scaling a movement,” said CEO Jane Smith.
Also, layer in background and data in the second and third paragraphs:
- How does this fit into a larger trend?
- Why is this news now?
- What makes it unique?
- Who are the partners or backers?
And don’t forget to hyperlink when it makes sense—especially for referencing studies, product pages, or previous milestones.
5. Optimize for SEO and AI Discovery
In 2025, press releases must be searchable and machine-readable. That means SEO and structure matter more than ever.
SEO checklist:
- Use relevant keywords in the headline and lead
- Add descriptive alt-text to any images or charts
- Include backlinks to your website or announcement page
- Use proper headers (H1, H2) if posting to your site
- Keep sentences short and digestible
Pro tip: AI-powered aggregators (used by tools like Notion AI, Mem, and ChatGPT plugins) often extract summaries from press releases. Make sure yours has clear bullet points or a TL;DR section so these bots get it right.
6. Add Visuals and Interactive Elements
A 2025-ready press release is more than just a wall of text.
Embed:
- High-res images or logos
- Infographics
- Short video clips (like a 30-second product demo)
- Interactive charts or data visualizations
- Links to social media posts or campaign hashtags
This isn’t just for aesthetics. Reporters want assets they can drop straight into their stories. Readers engage more with visuals. And search engines reward multimedia-rich content.
Note: If you’re using a wire service like Business Wire or PR Newswire, check their image/video guidelines in advance.
7. Include a TL;DR Summary Box
This is a new but powerful trend: putting a short summary box at the top or bottom of your release. Think of it like the back-of-the-book blurb.
Example:
TL;DR
- GreenLoop raises $30M Series B led by EarthFund Ventures
- Funds will expand AI-powered recycling tech into Europe
- Growth expected to double headcount by end of year
- Full release: greenloop.ai/press/seriesb2025
This helps AI summarizers, journalists on deadline, and investors looking for the high-level scoop.
8. Make the Boilerplate Useful
The boilerplate (that “About Us” section at the end) is often phoned in. Don’t waste this real estate.
A good boilerplate answers:
- What does the company actually do?
- When was it founded?
- Where is it based?
- What’s its scale or impact?
- How can people learn more?
If you’re announcing a partnership, include boilerplates for both organizations.
9. Don’t Just Send It—Launch It
Press releases aren’t standalone documents anymore. They’re part of a launch moment.
Coordinate your release with:
- Social media posts (with short snippets from the release)
- Blog posts or op-eds from leadership
- An embargo pitch to select reporters the day before
- A LinkedIn post from your CEO
- Newsletter mention to your audience
Also, consider creating a press kit: a Google Drive or Dropbox link with your release, images, executive bios, product screenshots, and other media assets.
10. Measure and Iterate
Last but not least, track how your press release performs. Use:
- Wire service analytics (opens, downloads, views)
- Website referral traffic from the release
- Coverage hits (Google Alerts, Meltwater, etc.)
- Engagement on social media
- Backlinks earned
Look at what worked—and what didn’t. Over time, you’ll get smarter about what your audience (and the press) actually care about.
Final Thoughts
The press release isn’t dead. It’s just grown up.
In 2025, the best press releases are fast, visual, structured, and strategic. They work across platforms. They serve humans and algorithms alike. And they cut through the noise not by shouting louder, but by speaking clearly and authentically.
If you want to make headlines, build trust, and shape the conversation—start by writing a better press release.