A press release announces newsworthy information such as product launches, partnerships, events or milestones. It follows a standard structure that journalists recognise. AI prompts can help draft clear releases, headlines and pitches quickly. Every fact, quote and figure must be accurate and approved before distribution.
Press Release Drafting
- Write a press release announcing [news] for [company] using these facts: [facts].
- Write five headline options for a press release about [announcement].
- Write a subheadline summarising the key benefit of [announcement].
- Write the opening paragraph covering who, what, when, where and why: [details].
Quotes
- Draft a quote from the founder about [announcement] that sounds natural (for approval).
- Draft a partner quote about our collaboration on [project] (for approval).
Supporting Sections
- Write a company boilerplate for [company] based on: [details].
- Suggest supporting details or statistics to include (I will provide verified data).
- Write a short media contact section.
Media Outreach
- Write a short pitch email to a journalist covering [beat] about [news].
- Suggest publications and journalist types who might cover [news].
- Write a follow-up email for a press release sent last week.
Editing
- Make this press release more concise and newsworthy: [text].
- Remove promotional language from this release: [text].
Press Release Structure
| — | — |
|---|---|
| Dateline and intro | Location, date, key facts |
| Body | Details, context, quotes |
| Media contact | Name, email, phone |
The Structure of a Strong Press Release
Journalists receive many releases each day, so structure matters. A standard format looks like this:
| Section | What it contains |
|---|---|
| Headline | The news in one clear line |
| Subheadline | One supporting detail |
| Dateline and lead | City, date and the who, what, when, where, why |
| Body | Details, context and a quote |
| Boilerplate | A short “About the company” paragraph |
| Media contact | Name, email and phone |
Prompt: “Write a press release using this structure for our new store opening. Keep it under 450 words and use a neutral, factual tone.”
Is It Really News?
Before writing, ask AI: “Is this announcement newsworthy for local journalists? What angle would make it more interesting?” Good angles include local impact, jobs created, a unique first, community benefit or interesting data you collected. Product launches with no story behind them rarely get coverage.
Writing Quotes That Sound Human
AI-written quotes often sound stiff. Prompt: “Write three versions of a quote from our founder about why we started this project. Make them conversational and specific, not corporate.” Always have the real person approve the quote before publishing.
Pitching Journalists
- “Write a 100-word email pitch for this press release to a local business reporter.”
- “Suggest subject lines that make the news value clear.”
- “Create a list of types of publications and blogs that might cover this story.”
- “Write a polite follow-up email for three days later.”
Common Mistakes
- Hype words like “revolutionary” or “game-changing” without evidence.
- Missing contact details or dates.
- Burying the news in the third paragraph.
- Sending attachments instead of including the text in the email.
A Press Release Timeline
| When | Task |
|---|---|
| 2–3 weeks before | Decide the news angle and gather facts, figures and photos |
| 2 weeks before | Draft the release and get quotes approved |
| 1 week before | Build a media list and personalise pitches |
| Launch day | Publish on your website and send pitches early in the day |
| 2–3 days after | Follow up once, politely, with any new detail |
| After coverage | Share articles on social media and thank journalists |
Publishing the Release on Your Own Website
Even if no journalist picks up the story, a press release on your website builds credibility. Create a “News” or “Press” page, publish each release with a clear date, add photos with captions and link to it from your About page. Ask AI to turn the release into a shorter blog post and a LinkedIn update so the announcement reaches customers directly as well as the media.
Checklist Before You Hit Send
- All names, titles and numbers verified
- Quotes approved by the people quoted
- Links tested and images sized correctly
- Media contact who will actually answer the phone
- A clear reason why this is news today
Frequently Asked Questions
Do small businesses need press releases?
For genuine news, yes; they help local media and partners share your story.
How long should a release be?
Often 300 to 600 words.
Can AI invent quotes?
Only as drafts; real people must approve or provide quotes.
Conclusion
AI prompts help draft professional press releases and pitches quickly. Provide accurate facts, keep the tone newsworthy and verify all details before sharing with media.
