Even in the age of AI-driven news and viral social media, a well-crafted press release remains a cornerstone of effective publicity and digital PR. But with saturated inboxes and ever-changing news cycles, how do you write a press release that journalists actually notice and audiences share?
This practical guide shares:
- The essential structure for modern press releases
- Writing tips for 2025: what’s changed, and what still works
- SEO, multimedia, and AI advice for maximum impact
- Real examples and a free template
Start turning your story into real coverage, authority, and search visibility—step by step.
What Is a Press Release (in 2025)?
A press release is a news-style article written by a brand or agency and shared with media to:
- Get news coverage
- Announce launches, funding, milestones, or events
- Improve search visibility via online syndication
- Build trust and backlinks for SEO
Modern press releases are not just text—they often include images, videos, quotes, and links for richer storytelling and better pickup.
The Structure of a High-Impact Press Release
| Section | Purpose |
| Headline | Grab attention; clear, concise, newsworthy |
| Sub-headline | Adds compelling detail/angle |
| Dateline + City | Shows relevance and immediacy |
| Opening paragraph | 5Ws: Who, What, When, Where, Why |
| Body (1–2 paragraphs) | Deeper background, stats, quotes |
| Key quote | Humanizes and adds authority |
| Boilerplate | About the company/brand |
| Contact details | For journalist follow-up |
Pro tip: Use bullet points for launches, stats, or feature lists—journalists and readers scan, not read!
10 Writing Tips for Press Releases in 2025
- Lead with the real news — Don’t bury your announcement.
- Keep headline under 15 words — Make it searchable and “journalist-friendly.”
- Write for humans AND algorithms — Use clear, jargon-free language, but add natural keywords.
- Integrate multimedia — Always include at least one high-quality image; embed a video/link if possible.
- Add an executive quote — Provides story credibility and makes republishing easier.
- Include data or proof — Numbers/statistics/research increase newsworthiness and trust.
- Link to landing pages — For SEO and to drive reader action; use UTM codes for tracking.
- Use AI for a draft, but always human-edit — AI tools speed up writing, but manual edits are needed for tone and accuracy.
- Optimize for mobile — Keep sentences short and format for readability on small devices.
- Close with a call to action — Encourage next steps (visit, download, contact, RSVP).
SEO & Digital Distribution: What’s New in 2025?
- Target conversational keywords in headline/subhead (e.g., “How Brand X Solves Y Problem in 2025”).
- Embed multimedia—modern media outlets prefer press releases ready for social platforms (Instagram, LinkedIn, short video clips).
- Schema markup & structured data for “news” content improve Google News indexing.
- Personalize pitches—journalists are using AI assistants, so tailored intros work better for earned coverage.
Press Release Template (2025)
| text [FOR IMMEDIATE RELEASE] [Compelling Headline: Under 15 Words, Newsworthy!] [City, Date] — [Opening paragraph: The 5Ws in 2 sentences.] [Body: Add unique value, stats, key details. Why should this matter now?] [Quote: “Key statement from a leader or spokesperson,” said Name, Title.] [More context or call to action. Include media links/attachments.] About [Company]: [3–4 lines about what makes your brand unique.] Media Contact: Name | Email | Phone | Website |
Example: Startup Launch Release
[FOR IMMEDIATE RELEASE]
Zepto Raises $100 Million to Expand 10-Minute Grocery Delivery Across India
Mumbai, July 23, 2025 — Zepto, India’s fastest-growing instant grocery platform, has secured a $100M Series D from Y Combinator and Glade Brook Capital, fueling plans to reach 50 more cities by year end.
“In 2025, Indian consumers expect speed and reliability. Our mission is to deliver both, at scale,” said Aadit Palicha, CEO & Co-founder, Zepto.
About Zepto:
Founded in 2021, Zepto is India’s leading instant delivery startup, providing groceries, snacks, and essentials in under ten minutes.
Media Contact:
Ritika Sharma | media@zepto.com | 9876543210
FAQs — Writing Press Releases in 2025
Q: Should I use AI to draft my press release?
Yes, but always personalize, fact-check, and human-edit for tone.
Q: Is multimedia really necessary?
Absolutely. Releases with images and video are 3X more likely to be picked up by media or shared online.
Q: How long is too long?
1 page (300–400 words) is ideal in today’s fast-paced media environment.
Ready to Write a Press Release That Works?
Download the free template above
Follow the structure and checklist
Use multimedia and SEO best practices for max reach
Want advanced help?
Press release writing and distribution experts can review, edit, and guarantee Google News pickup in 72 hours—just ask for a quote!
