At Digital Estate, we believe a well-crafted press release can be a powerful tool for building authority and driving media attention. But to be effective, it must meet professional standards for style, tone, and substance.
Here’s a complete guide to crafting a press release that meets editorial best practices and is suitable for broad distribution.
What Makes a Press Release Newsworthy?
A press release should announce something important, timely, and relevant. Whether it’s a new development, a company milestone, or an event, the release must offer genuine value to the reader. Strong headlines and summaries are essential — they should clearly convey the core message at a glance.
Tone and Language
Keep the tone professional and objective. Avoid hype, promotional language, jargon, or exclamatory words. First-person or second-person language (like “you” or “we”) should be reserved only for direct quotes from official spokespeople. The rest of the release should remain third-person and factual.
Word Count Matters
Ideal length: 450 to 800 words. Anything shorter may not be eligible for inclusion on key news platforms, while anything much longer risks losing reader attention.
Ensure proper spelling and grammar throughout. If you use industry-specific acronyms or terminology, explain them briefly so the content remains accessible to a general audience. Mistakes or vague writing can damage credibility.
Add a Graphic (required for Google News)
We recommend including a clean and simple image (optional but encouraged) that helps reinforce your brand identity. A 400px x 300px graphic featuring your logo and brand colors works best. This visual can help your release stand out in media feeds and provide additional context to your announcement. Avoid overly busy designs — clean, professional graphics are ideal. Without this graphic, your release will not have a chance of being picked up by Google news.
Keywords for Visibility
Including tagged keywords helps your press release get picked up by search engines and news aggregators. These can include your company name, industry terms, or relevant themes associated with your announcement.
Use of Links
You may include HTML links to relevant web pages or media (like videos) within the body of your release. Email addresses can be linked, but note they may not be protected against spam, unlike contact fields in dedicated forms.
Legal Responsibility
It’s your responsibility to ensure all claims and facts presented in your release are accurate and current. If your content references legal matters or criminal activity, these must be supported by verifiable documentation, properly cited and authorized.
Contact Details Required
Every press release must include valid contact information — a phone number and email address — so that journalists or interested readers can follow up for more details.
Formatting Guidelines
- Headline: Short and clear, summarizing the core news. Only capitalize the first word and any proper nouns.
- Summary: A 250-character snippet that includes your company name and key terms, with no links.
- First Paragraph: This is your hook. Clearly state who you are and what the news is — many readers may only read this section.
Unacceptable Content
Certain topics and types of content are not allowed. These include:
- Overly promotional or misleading material
- Content that violates laws or includes unsubstantiated claims
- Allegations, threats of legal action, or defamatory content
- Any form of hate speech, bigotry, or content inciting violence
- Spammy language like “Click here,” “Great opportunity,” or excessive capitalization
Restricted Topics
To maintain quality and compliance, press releases must not include or promote:
- Drugs (including cannabis, kratom, THC, etc.)
- Crypto trading, ICOs, or buying/selling tokens (blockchain tech is acceptable)
- Political content
- Weapons, explosives, or firearms
- Alcohol, tobacco, or illicit substances
- Cosmetic surgery or body modifications
- Adult or sexual content
- Dating services
- Explicit music, audio, or podcasts
- Pseudo-religious items (e.g. charms, amulets)
- Vulgar or obscene language
- Services related to permits or licenses
Also prohibited:
- Adult/nudity-related content
- Gambling or betting
- Services selling social media likes or followers
- Affiliate links, HopLinks, or “get-rich-quick” content (e.g. Forex schemes, miracle cures, weight-loss pills)
- Links flagged as malware
- Content about payday loans or credit score/report services
- Bail bonds
- Derogatory statements about companies
- Erectile dysfunction or breast enhancement content
- Phone unlocking services
Need Help Writing Your Press Release?
Only press releases that meet these editorial standards will be accepted and distributed. Keeping your content professional, factual, and relevant is key to successfully getting coverage and building trust with your audience.
Need help writing or distributing your press release? Check out our Press Release distribution and writing packages here.
