Best Practices for Press Release Submissions: What to Know Before You Hit “Send”

When your company has news to share, you want to ensure it lands where people actually see it. A press release can help you get your story in front of the right audience, but only if it’s clear, concise, and easy for the media to use. The last thing you want is to spend time writing something that gets buried, ignored, or stuck in endless rounds of revisions.

At Qwoted, we work with PR pros, small businesses, and industry experts daily as they build media relationships and collaborate on tomorrow’s headlines. We’ve seen firsthand what makes a press release sail smoothly through distribution and what slows it down. So, we put together this guide of best practices to help you navigate the process with fewer bumps and better results. 

If you’re new to creating press releases, we recommend reading our last guide on how to write a great one and then coming back to this blog to strengthen your draft.  

Why Press Releases Still Matter 

Press releases have been around for over 100 years, and they’re not going anywhere anytime soon. Even in the era of influencers and ever-changing media trends, press releases are still one of the best ways to tell your story and build real media connections. 

Here’s why they still work: 

They open doors with the media: When you consistently send out relevant and well-written news, you earn the media’s trust (and inbox priority). 

They give you control of your message: With press releases, there’s no angle or spin from outside sources; you decide the exact message you want to share. This gives you a direct line to authentically share your company’s voice and values. 

They boost your SEO and Visibility: Using the right keywords and links in your press releases will help you rank higher in search engines, ultimately driving more traffic to your site. 

Best Practices for Writing and Formatting Press Releases

Press releases follow a tried-and-true format for a reason: journalists work under tight deadlines, and the easier you make it for them to find the story, the more likely they are to pick it up. 

Here’s how to make yours stand out to the media: 

Tip #1: Keep It Newsworthy

It might sound like a no-brainer, but this is the #1 reason press releases get delayed or rejected. A good press release should center on timely, relevant updates such as product launches, major company milestones, event announcements, and strategic partnerships. 

If you have a smaller announcement, such as new hires or internal updates, it might be better suited for a company blog post, newsletter, or LinkedIn content. 

#2: Stick to Professional Formatting

A press release isn’t an op-ed or a sales pitch—it’s a formal announcement, and journalists expect it to follow professional formatting. 

Start with a clear, concise headline that tells them what your story is about. Follow with a short intro that answers the basics: who, what, when, where, and why. Then write a few brief paragraphs, adding more context and a quote from someone relevant. Don’t forget to include your company’s “About” info (aka your boilerplate) at the bottom so readers know who you are. 

Stick to an objective tone and avoid language directly addressing the reader, such as “you” and “we.” Also, keep your entire press release between 400 and 700 words to make it digestible for busy reporters. 

Tip #3: Nail the Details 

Even the most newsworthy press releases can be held back by easily avoidable mistakes. The fix? Slow down and review all the information before submitting it. 

Every press release should always include: 

 

• • Your desired publication date

• • Relevant contact info (name, email, and phone number)

• • Working hyperlinks that lead to relevant, high-quality web pages (limit one per 200 words; max five total)

• • Press-ready images (1200x720px preferred, JPG or PNG)

• • The full name, title, and company for anyone you’re quoting

These might seem like small details, but missing even one can lead to delays in distribution. Getting the details right the first time will make it easier for journalists to move forward with your story. 

Tip #4: Submit Original Content

If you’ve already published content on your website, in a blog post, or elsewhere, don’t include it in your press release. Your release should always offer something new, unpublished, and original. 

Due to the brief nature of these announcements, ensure each sentence adds value and that you can back up every claim. If something sounds like a stretch or too good to be true, journalists will flag it in their review. Also, remember to get their permission first if you’re mentioning another company, brand, or person. 

Tip #5: Avoid Prohibited Content

Even the best-written press releases won’t make it through if they include prohibited content. Here are some topics to avoid:  

 

• • Financial or investment promotions (including cryptocurrency)

• • Gambling
  • Adult or explicit content

• • Hate speech, violent content, or unresolved legal issues

• • Health claims 

• • Known scams and pyramid schemes

Including any of the above can lead to an automatic rejection. To be safe, always review editorial guidelines before you submit. 

Tip #6: Trust the Editorial Process

Once you hit submit, your press release goes through an editorial review. Based on this review, you may need to make minor edits to tighten things up, and if something’s missing or off, you’ll get feedback on how to fix it. 

It’s a good rule of thumb to submit your press release early and keep an eye on your inbox. Quickly responding to requested edits will help keep your news on schedule. 

Tip #7: Use the Press Release Template as a Foundation

Your content should be original, but your format doesn’t have to be. Using a template helps you avoid common formatting mistakes that slow down distribution. 

Not sure if you’ve formatted your press release correctly? Use this sample press release template to ensure you include everything journalists want to see. 

Headline: Write a Clear and Compelling Title

[Your headline should briefly and effectively summarize the main news of your press release.]

Short Description: A More Detailed Explanation or Supporting Statement
[This can elaborate on the headline or provide additional context.]

[Your Company Logo or Related Image]

City, State — (Date) January 1, 2024 – (Newswire Name <add website hyperlink>) 

[Begin with a strong opening paragraph that answers the “who, what, when, where, why, and how” of your news. Give the most important information upfront.]

[In the following paragraphs, include supporting details, background information, and other relevant information that provide context to your announcement. If needed, include statistics to back up your news.]

Quote from a Key Stakeholder
“[Include a relevant quote from a spokesperson or key stakeholder],” said [Name], [Title] of [Organization].

[Add additional details that support your news, such as related initiatives, partnerships, or industry trends.]

About [Your Company Name]
[Include a short boilerplate (2-3 sentences) about your company, what you do, and your mission.]

Media Contact:
[Name]
[Title]
[Company Name]
[Email Address]
[Phone Number]
[Company Website]

Common Types of Press Releases

If you’re wondering if your news is worthy of a press release, here are some common types of announcements: 

General News: Share company milestones or major achievements.

Product Launches: Announce new products or services, including pricing, availability, and features.

Product Updates: Share improvements or changes to existing products.

Event Announcements: Promote upcoming events, webinars, or conferences your company is hosting.

Grand Openings: Create excitement about new locations or major expansions.

How to Get Your Story in the Right Hands

You’ve written a solid press release—now what? Distribution is just as important as the following best practices in the writing process. Here’s how to get your news in front of the right audience: 

A distribution service can be your best friend if you want to reach the right people. Platforms like PR Newswire, Business Wire, and GlobeNewswire share your announcement with media outlets worldwide. 

Qwoted’s new press release distribution options can get your news featured in places like Yahoo! Finance, AP,  and more! It’s a quick, cost-effective way to get your story into the world. Every tier also automatically includes free distribution to our network of over 30,000 media professionals.

Ready to Share Your News? 

With Qwoted, you don’t have to guess when or where to share your story; our press release distribution options easily connect your story with the right outlets at the right time. Have an announcement that is ready to get out into the world? Join our community and submit your press release today!