Ever wondered how companies get featured in newspapers, blogs, or even on TV? It often starts with a well-crafted news release. Writing news releases is one of the most effective ways for businesses—especially startups and growing brands—to attract media coverage and public attention. But not every story makes it into the news. What matters is how you present it.
A compelling news release doesn’t just announce a product or event—it tells a story that’s relevant, timely, and worth sharing. Whether you’re launching a new service, announcing a partnership, or responding to a crisis, knowing how to structure and pitch your story can make all the difference.
In this article, I will break down What a news release is and why it matters, How to write a professional news release that gets noticed and The different types of news releases and when to use them.
Key Points
- Instead of waiting for the media to find you, news releases let you frame your own story and put the spotlight on what matters most to your business.
- Journalists receive hundreds of pitches a day. Writing news releases with a strong angle, clear structure, and relevant quotes gives your story a better chance of getting picked up.
- From product launches to executive appointments, choosing the right format and tone for your announcement is key to making it resonate with the right audience.
What Is a News Release?
A news release is a short, factual document written by a company or individual to share something newsworthy with the media. Think of it as a formal announcement crafted to grab the attention of journalists, editors, and media outlets. Whether you’re launching a new product in Lagos, hosting a tech event in Abuja, or announcing a major partnership, writing news releases allows you to share your story in a structured, professional format that helps reporters quickly understand what’s going on—and why it matters.
Unlike an ad or marketing message, a news release isn’t about hype. It’s about credible, concise communication that delivers value to the media. Most news releases are just one to two pages long and follow a standard format that includes a headline, subheading, dateline, body content, quotes, and contact information.
Types of News Releases
Whether you’re launching a new product or announcing a merger, tailoring the style of your release to match the nature of your news can significantly boost its effectiveness. Below are the most common types of news releases, along with when and how to use them:
#1. Breaking News Release
This is the most traditional and time-sensitive type of news release. It’s designed to inform the media about major company developments that are urgent or noteworthy—think surprise partnerships, viral campaigns, or company milestones. When writing news releases in this category, make sure your headline is sharp and your first paragraph hits the “5W+1H” immediately. Reporters want to know what’s happening, who it involves, when it’s unfolding, and why it matters—fast.
#2. Product Launch
One of the most effective ways of introducing a new product to the market is through a product launch news release. This format focuses on announcing new offerings, including pricing, specs, release dates, and availability. When writing news releases about a product launch, include high-quality images (if possible), a strong quote from the product lead or CEO, and clear user benefits.
#3. Mergers and Acquisitions
Organizational changes like mergers and acquisitions can create confusion if not communicated properly. Writing news releases in this category helps control the message and reassure investors, employees, and customers about the transition. Include the names of all parties involved, the motivation behind the merger/acquisition, what changes will take place, and how it affects stakeholders. Leadership quotes are essential here.
#4. Product Updates
Unlike a launch, product update releases highlight enhancements or changes to an existing product. This could include new features, improved design, or better pricing. When writing news releases for updates, explain what’s changed, why it matters, and how it improves the user experience. Use clear comparisons between the old and the new.
#5. Events
Event news releases are used to promote conferences, grand openings, webinars, workshops, or public appearances. The goal is to drive attendance and attract media coverage. When writing news releases for events, provide all the key details: who, what, when, where, and why. Consider using a bullet-point section for clarity. If notable guests or speakers are attending, mention them up front.
#6. New Partnerships
Business partnerships—whether with other companies, influencers, or NGOs—can be powerful PR opportunities. Writing news releases around partnerships helps both parties gain visibility and demonstrate shared values. Include a summary of each organization, the reason behind the partnership, what both parties hope to achieve, and a quote from both sides.
#7. Rebranding Announcements
Rebrands can be risky. Without proper communication, loyal customers may feel alienated. That’s where writing a news release becomes crucial—to control the story and create a smooth transition. Be transparent about what’s changing (logo, name, mission), why the rebrand is happening, and what customers should expect. Add a quote from a company leader to personalize the message.
#8. Executive Promotions or Appointments
Changes in leadership, especially at the C-suite level, are newsworthy. Writing news releases to announce these changes shows transparency and builds confidence among stakeholders. Include the person’s name, new role, background, and a quote about their vision. For bigger companies, also mention who they are replacing and why the change is taking place.
#9. Awards and Recognition
If your company wins a respected award or is nominated for industry recognition, don’t keep it to yourself. Use a news release to amplify the achievement and strengthen your credibility. When writing news releases for awards, mention who issued the award, why your company was selected, what it means for your team or customers, and any event or ceremony details.
How to Write a News Release (Step-by-Step Guide)
Whether you’re announcing a product launch, partnership, event, or executive hire, a well-crafted news release can attract journalists, drive traffic, and elevate your brand’s credibility. But to do that, the structure, tone, and relevance of your release must be spot-on.
Here’s how to approach writing news releases effectively—from identifying your story to hitting “send.”
#1. Evaluate the Topic: Is It Newsworthy?
Before you even start writing, take a moment to ask yourself, is this something a journalist—and their audience—would care about?
Writing news releases only works when the content is actually news. Reporters are bombarded with pitches daily, so you have to make yours count. Newsworthy topics might include:
- A new product or service launch
- A major business partnership or acquisition
- Hosting or sponsoring an event
- Executive promotions or leadership changes
- Receiving an award or industry recognition
- A customer success story that reflects brand impact
Example: If a Nigerian fintech company rolls out a payment app aimed at unbanked populations, that’s both timely and socially relevant—making it a strong angle for writing a news release.
#2. Craft a Clear, Attention-Grabbing Headline
The headline is the first thing anyone sees. It should be short, sharp, and instantly convey the value of the announcement. Avoid jargon and overly clever wordplay—clarity wins.
Pro tip: Journalists should understand the core of the story just by reading the headline. Think of your headline as a tweet—it should be scroll-stopping, even in a crowded inbox.
Example: “Lagos Startup Secures ₦2 Billion in Funding to Expand E-Payment Access Across Nigeria” tells the whole story at a glance.
#3. Use a Strong Subtitle or Summary Section
Right beneath the headline, include a short, one-sentence summary or a few bullet points that highlight the most important details. This section gives journalists a quick overview before they decide whether to keep reading. This is especially useful for writing news releases when targeting busy editors—they can skim the summary and immediately know if it fits their beat.
#4. Lead With Essential Information (The 5W + 1H)
Start your first paragraph by answering the critical questions: who, what, when, where,why, and how. This should include your company name, the nature of the news, and the core value for the reader. Avoid burying the lead—journalists may not make it past the first few lines, so make them count.
Example: LAGOS, NIGERIA – April 25, 2025 – NaijaGrocer, a leading e-commerce grocery platform, today announced the launch of its express delivery service in Abuja to reduce delivery times by 40%.
#5. Add Supporting Details, Quotes, and Context
After you’ve introduced the main idea, back it up with:
- Relevant stats
- Case studies or customer results
- Industry data
- Quotes from key stakeholders
Including a quote from a company executive adds authority and helps humanize the release. Quotes from partners, clients, or subject matter experts also build trust and credibility.
Example:
“This new service redefines convenience for everyday shoppers,” said Ifeanyi Obi, CEO of NaijaGrocer. “We’re proud to be making fresh groceries more accessible for busy families.” When writing news releases, use quotes to add depth—not just to repeat the facts.
#6. Insert Relevant Data and Trends
Don’t just make announcements—contextualize them. Tie your release to broader industry trends or public interest. Example: If you’re launching a children’s snack brand, include data on increasing demand for healthy school snacks in Nigeria or concerns about childhood obesity. This makes your story feel current and more appealing to the media. You can even use “newsjacking” to tie into trending events. For instance, if you’re releasing a wellness app during World Mental Health Week, that gives your story extra relevance.
#7. Guide the Reader on Next Steps
At the end of your news release, always include a call to action. Whether it’s visiting a website, downloading an app, or contacting your PR team, tell readers exactly what to do next. Example: For more information about the launch and how to sign up, visit www.naijagrocer.com/express.
#8. End with a Boilerplate and Contact Info
Wrap things up with a short boilerplate—a paragraph that briefly describes your company and its mission. Think of it as your business’s bio. Follow this with accurate, up-to-date media contact information. Also, don’t forget the traditional ### or –30– at the bottom. This signals the end of your news release.
Before you write and distribute your news release, use this planning checklist to make sure your message is newsworthy, timely, and strategically aligned with your goals.
News Release Planning Checklist.PDF
The Benefits of Writing News Releases
Whether you’re announcing a product launch, hosting an event, or responding to an industry trend, writing news releases helps you communicate clearly and credibly with the public, journalists, and potential customers. Below are key benefits of writing news releases and why every business, big or small, should make it a regular part of their communication strategy:
#1. Cost-Effective Marketing
For businesses working on a tight budget, especially startups, writing news releases is one of the most affordable ways to promote your brand. Unlike running expensive ad campaigns, a well-written news release can be distributed for free through your website, local news outlets, or online PR platforms. The beauty of writing news releases is that they live online, often long after they’re published. This means people can continue to discover your announcement through search engines, giving your message an extended shelf life at zero additional cost.
#2. Controls Your Narrative
In a fast-moving digital world, where anyone can say anything about your brand, writing news releases gives you the power to take control of your story. Instead of letting rumors or speculation shape public perception, a news release allows you to present verified facts in your own words.
Let’s say your company is facing negative attention due to a product issue. Rather than waiting for the media to spin their version, writing a news release allows you to explain what happened, the steps you’re taking, and what customers can expect moving forward. This approach not only reduces misinformation but also shows transparency and accountability.
#3. Boosts Website Traffic and SEO
When distributed through reputable channels, writing news releases can drive significant traffic to your website. By including backlinks, branded keywords, and optimized headlines, a single release can improve your online visibility and strengthen your search engine ranking.
For example, a fashion brand launching a new clothing line can write a news release that includes product links, social media tags, and quotes from the founder. Once picked up by online media or shared across blogs, that release becomes a steady source of referral traffic and engagement.
#4. Builds Credibility and Professionalism
Want journalists, influencers, or potential investors to take you seriously? Start by writing news releases. They show that your brand is structured, media-ready, and worth paying attention to. Having a dedicated “News” or “Press” page on your website, filled with well-crafted news releases, makes your business look more established. When a reporter visits your site looking for background information or a story angle, seeing a collection of timely, relevant releases increases the likelihood of them covering your brand.
#5. Opens Doors to Media Opportunities
Journalists are always on the lookout for credible sources and compelling stories. When you’re writing news releases consistently and distributing them strategically, you increase your chances of being noticed by the media.
This could lead to interviews, podcast features, guest article invitations, or inclusion in roundup stories. And once your brand becomes known as a reliable source of newsworthy content, you’ll likely receive inbound requests from media outlets looking for expert commentary or updates on industry trends.
What Is the Structure of a News Release?
The seven parts of a press release include the headline, dateline, introduction (lead or lead-in), body, boilerplate, call to action (CTA), and contact information
What Does ### Mean in a Press Release?
Three number signs/pound symbols (###), centered directly above the boilerplate or underneath the body copy in a press release, indicate to media that there is no further copy to come. The reporter or editor will know they have the full document in hand.
How Do You Submit a News Release?
Email distribution: Send your press release as an email attachment to the journalists or reporters on your distribution list. In your email, provide a brief introduction, mention the headline or news angle, and include a personal note if possible
Conclusion
At its core, writing news releases is about clear, strategic communication. It helps you tell your story, connect with your audience, and shape how the public and press perceive your brand. Whether you’re announcing a new hire, celebrating a major win, or responding to a challenge, a well-written news release is one of the most valuable tools in your PR toolkit.
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