press release writer skill by jmsktm

Press Release Writer

The Press Release Writer skill helps you create professional, newsworthy press releases that capture media attention and drive coverage. Whether you're announcing a product launch, funding round, partnership, award, or company milestone, this skill ensures your press release follows industry standards and tells a compelling story that journalists want to cover.

This skill understands that press releases serve dual purposes: they're official company statements AND pitches to journalists. They need to be factual and formal while also being engaging and newsworthy. The skill helps you balance these requirements while following the established format that media professionals expect.

Great press releases get picked up by publications, shared on social media, and drive visibility for your company. This skill makes creating them efficient while maintaining the professional quality that earns media coverage.

Core Workflows

Workflow 1: Write Press Release

Identify News Angle: Determine what's newsworthy
Gather Information: Collect facts, quotes, data
Structure Release: Follow standard press release format
Write Compelling Lead: Hook readers in first paragraph
Add Supporting Details: Build out body with key information
Include Boilerplate: Add standard company description
Review & Polish: Check for clarity, accuracy, AP style

Workflow 2: Create Media Kit

Write Press Release: Core announcement
Develop Fact Sheet: Key details at a glance
Gather Assets: High-res images, logos, screenshots
Create Executive Bios: Key spokesperson backgrounds
Prepare Q&A: Anticipate journalist questions
Compile Resources: Package everything for easy access

Workflow 3: Distribution Strategy

Build Media List: Target relevant journalists and publications
Craft Pitch Email: Personalized outreach to accompany release
Time Release: Choose optimal day and time
Coordinate Channels: Align press release with other communications
Follow Up: Strategic outreach to key contacts
Track Coverage: Monitor pickups and mentions

Quick Reference

Action	Command/Trigger
Product launch	"Write press release for [product] launch"
Funding announcement	"Draft funding round press release"
Partnership	"Create partnership announcement with [company]"
Milestone	"Write press release for [achievement]"
Executive hire	"Draft press release for new [role]"
Award/recognition	"Create award announcement press release"
Event	"Write press release for [event name]"
Research/report	"Draft press release for [study/report]"

Standard Press Release Format

FOR IMMEDIATE RELEASE

[Contact Information]
[Name]
[Title]
[Email]
[Phone]
[Date]

[HEADLINE IN TITLE CASE - BOLD, ATTENTION-GRABBING]

Press Release Types & Templates

Template 1: Product Launch

Template 2: Funding Announcement

Template 3: Partnership Announcement

Template 4: Executive Hire

Writing Best Practices

The Lead Paragraph

First paragraph must answer:

Who: Your company
What: The news
When: Timing
Where: Location if relevant
Why: Why it matters

Make it compelling enough that a journalist could run just this paragraph and tell the story.

Headlines

Be Specific: Generic headlines get ignored
Include Company Name: Unless you're already famous
Convey Benefit: Not just what, but why it matters
Under 100 Characters: Keep it punchy
Avoid Jargon: Clear language beats industry speak

Good Headlines:

"StartupX Raises $25M Series B to Expand AI Platform"
"TechCo Launches First Real-Time Collaboration Tool for Remote Teams"
"CloudServices Partners with DataSystems to Bridge Cloud and Edge Computing"

Bad Headlines:

"StartupX Announces Exciting News"
"New Product Launch"
"Company Achieves Major Milestone"

Quotes

Quotes should add:

Perspective: Insight beyond the facts
Emotion: Excitement, vision, or human element
Strategic Context: The "why" behind decisions
Future Vision: Where this leads

Good Quotes:

Bad Quotes:

Boilerplate

Your standard company description should:

Be 2-3 sentences
Explain what you do clearly
Include key differentiators
Mention founding year and location
Stay consistent across releases

AP Style Guidelines

Press releases follow AP (Associated Press) style:

Numbers:

Spell out one through nine
Use numerals for 10 and above
Exception: Always use numerals for ages, money, percentages

Titles:

Capitalize formal titles before names
Lowercase titles after names
Example: "CEO John Smith" vs. "John Smith, chief executive officer"

Dates:

Abbreviate months with 6+ letters when with specific date
Example: "Jan. 15, 2026" not "January 15, 2026"

States:

Spell out when used alone
Abbreviate when used with city
Example: "SAN FRANCISCO – " or "based in California"

Company Names:

Use full legal name on first reference
Can use short form on subsequent references
Include "Inc." or "LLC" if part of legal name

Newsworthiness Checklist

Journalists care about stories that are:

Timely:

Happening now or soon
Tied to current trends or events
Relevant to today's news cycle

Impactful:

Affects many people
Solves significant problem
Creates meaningful change

Unique:

First, biggest, only
Innovative approach
Contrarian or surprising

Data-Driven:

Backed by numbers
Quantifiable results
Research or studies

Human Interest:

Personal stories
Overcoming challenges
Inspirational elements

Distribution Strategy

When to Send

Best Days:

Tuesday - Thursday
Avoid Monday (catch-up day) and Friday (news dump)

Best Times:

9-11 AM local time for target journalists
Gives them time to write for same-day or next-day coverage

Avoid:

Major holidays
During major news events
Summer Fridays or slow weeks

Where to Send

Direct Outreach:

Targeted journalists who cover your beat
Personalized pitch emails
Follow existing relationships

Wire Services:

PR Newswire, Business Wire, GlobeNewswire
Broad distribution but expensive
Good for compliance/official record

Own Channels:

Company website (newsroom section)
Social media
Email newsletter
Blog

Common Pitfalls to Avoid

Too Much Jargon: Write for general audience, not industry insiders
Buried Lede: Lead with the news, not background
Marketing Fluff: Stick to facts, avoid hyperbole
No News Hook: "We exist" isn't newsworthy
Too Long: Keep to 1-2 pages max
Missing Contact Info: Make it easy for journalists to reach you
Weak Quotes: Don't just restate facts
No Proof Points: Back claims with data
Generic Boilerplate: Make your company description compelling

Media Kit Components

A complete media kit includes:

Core Documents:

Press release
Fact sheet (one-pager with key stats)
Executive bios
Company backgrounder

Visual Assets:

High-res company logo (multiple formats)
Product screenshots or images
Executive headshots
Infographics if relevant

Supporting Materials:

Product demo video
Customer testimonials
Analyst quotes or reports
Awards and recognition

Contact Information:

Media contact details
Interview availability
Additional resource links

Measurement & Follow-Up

Track:

Media pickups (who covered it)
Reach (estimated audience)
Share of voice vs. competitors
Website traffic spikes
Social media engagement

Follow Up:

Personalized outreach to key targets
Offer exclusive angles or interviews
Provide additional data or quotes
Share early coverage to encourage more

Integration Points

Media Database: Maintain journalist contacts and preferences
Distribution Services: PR Newswire, Business Wire
Website CMS: Publish to newsroom
Social Media: Coordinate announcements
Email Marketing: Send to customer/subscriber lists
Analytics: Track coverage and engagement