Journalists and editors skim hundreds of press releases a week, which means yours has roughly one sentence to earn a second look. Structure matters more than most businesses realize.
Lead with the news, not the company
Your headline and opening line should state what's newsworthy immediately — a launch, a milestone, a partnership — not a paragraph of company background before getting to the point.
Answer the basic questions early
Who, what, when, where, and why should all be answerable within the first two short paragraphs. Reporters are deciding whether to keep reading within seconds.
Use a real quote, not corporate filler
A quote from a founder or executive should sound like something a person actually said, not a marketing slogan dressed up with quotation marks. Specificity beats polish.
Include contact information clearly
Make it effortless for a journalist to follow up — a name, email, and phone number should be impossible to miss at the bottom of the release.
Keep it short
A press release is a pitch for a story, not the story itself. If it's longer than half a page, you're probably including details that belong in a follow-up conversation instead.
Invoxaco's Press Release generator keeps this structure built in — headline, dateline, body, and contact info — so you can get a release out the door the same day the news happens.