How to Write a Great Press Release - A Practical
Most press releases don't get picked up. Not because the news is bad — because the release is written for the sender, not the recipient. An editor at a travel or business publication receives dozens a week. The ones that get coverage are the ones that make the editor's job easier: clear news angle, usable quote, no digging required.
Here's how to write one that works.
Start with the news angle
Before writing anything, answer one question: why does this matter to the reader of this specific publication today?
Not "we're excited to announce." Not "a leading provider of." The actual news — what changed, what's new, what happened that didn't exist yesterday.
If you can't state the news angle in one sentence, the release isn't ready. Write that sentence first, then build the release around it.
The headline
One sentence. Active voice. Specific.
Bad: Company Launches Exciting New Service for Travellers
Better: GetTransfer Expands to 15 New Markets, Adding Coverage Across Southeast Asia
The headline doesn't need to be clever. It needs to tell the editor immediately whether this is relevant to their readers.
The lead paragraph
The first paragraph answers: who, what, where, when, why it matters. Everything an editor needs to decide whether to keep reading — or to use this paragraph as the entire story if space is tight.
One paragraph. Three to five sentences maximum. No background, no context — just the news.
Example: GetTransfer.com announced on Tuesday the launch of fixed-price airport transfers in 15 new markets across Southeast Asia, expanding its network to over 195 countries. The rollout, effective from 1 June, gives travellers in Bangkok, Kuala Lumpur, and Jakarta access to pre-booked private transfers with upfront pricing and driver verification.
The body
Two or three paragraphs that support the lead. In order of importance, not in order of what you want to say.
What belongs here: data that backs the claim, context that explains why this matters now, one quote from a named spokesperson.
What doesn't belong here: company history, product descriptions that read like marketing copy, anything that was also true six months ago.
Quotes should say something a real person would say, not something that reads like it was written by a committee. One quote is enough. Two is the maximum. The quote should add perspective, not repeat what the previous paragraph already said.
Data and evidence
Specific numbers are more useful than vague claims. "Expanding to 15 new markets" is a fact. "Significant growth" is not.
If you cite research or external data, name the source. Editors can't use unsourced statistics — they create verification work that most won't bother with.
The boilerplate
Every press release ends with a short paragraph about the company — who you are, what you do, where you operate, any relevant scale information. Two to four sentences. This is the one section where a more promotional tone is acceptable.
About GetTransfer.com: GetTransfer.com is a global travel mobility marketplace connecting passengers with licensed transport providers in over 195 countries. The platform offers fixed-price private transfers, real-time flight tracking, and verified driver ratings across airport, intercity, and on-demand routes.
Contact details
Name, title, email, phone number. On a separate line at the end. Make it easy for the journalist to reach a human being who can answer follow-up questions today.
Multimedia
Attach a high-resolution photo — something that illustrates the news, not a stock image of a smiling person at an airport. Include a caption. If you have an infographic or short video that adds context, include it. Most publications can use assets directly from a well-organised press pack.
Timing and distribution
Send Tuesday through Thursday, mid-morning. Monday and Friday are the worst days — editors are catching up or wrapping up. Morning is better than afternoon.
Build a short, targeted list of publications and journalists who cover your beat. Twenty relevant contacts beats two hundred irrelevant ones. A personalised note to each editor explaining why the story fits their coverage area takes five minutes and meaningfully increases response rates.
Follow up once, three to four days after sending. One short email. Not a phone call, not multiple follow-ups.
Measuring what happened
Track: how many publications ran the story, estimated reach, any inbound enquiries generated, website traffic from coverage. Simple metrics, but they let you compare release performance over time and adjust what you send and to whom.
