Writing a press release is about finding the balance between your business goals and the expectations of journalists. The goal of this guide is to provide you with a clear structure and concrete benchmarks to build press releases that are readable, useful, and easy for editorial teams to work with.

As a B2B-specialized PR agency, Linker writes press releases for its clients, either through co-creation with internal teams or by taking full charge of writing and distribution as part of a broader media strategy.

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1. What is a press release actually for?

A press release does not serve the same purpose as a LinkedIn post, a sales brochure, or an investor deck. It fulfills a specific need: to convey information with editorial value to journalists in a structured way.

A press release is used to:

• Announce information with journalistic value (funding rounds, launches, acquisitions, studies, appointments, etc.).
• Propose a clear angle: why this information should interest a specific media outlet or section.
• Make the journalist's job easier by gathering key elements: context, figures, quotes, and contact details.

Think of it as a source document that simplifies the process of turning your news into a published article.

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2. When should you write a press release?

Not everything necessarily calls for a press release, and that is often a good thing: some information is better suited for your own channels (website, newsletter, LinkedIn). Conversely, some moments clearly benefit from a structured press release.

The most common situations:

• Funding rounds : significant amount, identified investors, scaling up or shift in ambition.
• Product or service launch : major novelty for your market, disruptive usage, or notable innovation.
• Acquisition or merger : impact on your market position, expansion of offering or territory.
• Strategic partnership : structural collaboration between recognized players.
• Executive appointment : arrival or evolution of a key profile, involving governance or strategic stakes.
• Sector study / barometer : exclusive or insightful data on a specific sector.
• Major event : launch, conference, or large-scale initiative that goes beyond standard corporate communication.

These cases will subsequently be the subject of more targeted blog posts (fundraising, launches, startups, mid-sized companies, etc.), to which this guide can link as a pillar.

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3. The structure of an effective press release

Once the topic is identified, the question is: how do you organize the information so that a journalist can understand and reuse it quickly?

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3.1 The headline

The headline should be clear, factual, and informative. The goal is not to find the perfect slogan, but to ensure immediate understanding.

• Example: “Startup X raises €6M to automate customer relations for mid-sized industrial companies”

It includes the who, the what, and a preliminary angle (for whom, in what environment).

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3.2 The subheadline

The subheadline provides context and the momentum behind the announcement.

• Example: “This funding round from funds Y and Z will allow X to double its headcount and expand into three European countries.”

It prepares the reader for the lead paragraph by clarifying the stakes.

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3.3 The lead paragraph

The lead (4–6 lines) summarizes the main information: who, what, where, when, how, and why (the 5 Ws).

You can include:

• The nature of the announcement.
• Key figures (amount, growth, clients, markets).
• The intent or objective (expansion, recruitment, R&D, transition, etc.).

If a journalist reads only the lead, they should already grasp the potential interest of the story.

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3.4 The body text

The body allows you to go into detail while remaining structured:

• Market context : the problem or need you are addressing.
• Key figures : growth, number of clients, market share, volumes, etc.
• Key differentiators : what sets your solution, model, or positioning apart.
• Next steps : roadmap, new markets, hiring, products.

You can use an inverted pyramid approach: the most important information first, followed by the details.

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3.5 Quotes

Quotes give articles a voice and substance.

A few best practices:

• Give the executive an opportunity to express a vision, a point of view, or a market challenge, rather than just a generic "we are very happy...".
• If relevant, include a quote from an investor, client, or partner to provide an external perspective.

The goal is for these quotes to be easily reusable without requiring significant rewriting by the editorial team.

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3.6 Boilerplate (company overview)

The boilerplate is a short paragraph at the end of a press release that can be reused across different topics.

It answers four questions:

• Who you are.
• What you do.
• For which types of clients.
• With which markers (geographical presence, size, core business).

Once well-defined, this block can remain consistent across all your press releases.

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3.7 Practical information

A press release generally ends with:

• Press contacts (name, email, phone number).
• The website, and possibly a link to a media kit (photos, logo, product visuals).
• The date and location.

These are simple elements, but they concretely facilitate contact and the production of articles.

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4. Common pitfalls

Certain difficulties often arise when writing press releases, especially when teams are already juggling many other formats (website, social media, newsletters).

Among the points to watch out for:

• Length : text that is too dense or lacks hierarchy makes reading difficult.
• An overly marketing-oriented tone : slogans, superlatives, and highly promotional phrasing are better suited for your own channels.
• Lack of a clear angle : if the reader cannot see the point within a few lines, they will find it harder to cover the topic.
• Lack of concrete data : a few well-chosen figures add credibility and substance.
• Overly generic quotes : these can be difficult to use as they are.
• Timing : sending information at the right time (and sometimes adjusting it slightly) has a real impact on how it is received.

The goal is not to achieve theoretical perfection, but to improve on these few points to make your press releases easier to use.

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5. Press release: in-house writing or PR agency?

Depending on the organization, press releases can be written in-house (by the communications, marketing, or executive team) or entrusted to a PR agency, depending on available time and media objectives.

A PR agency can, in particular:

• Help identify topics with the most editorial potential.
• Develop the angle based on the media outlets and sections you are targeting.
• Provide access to their network of journalists and their knowledge of editorial lines.
• Handle distribution, follow-ups, and interview scheduling.

At Linker, a PR agency for B2B leaders, we write press releases for our clients: either through co-creation with internal teams or by taking full charge of writing and distribution as part of a PR strategy.

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6. Why a good press release is not always enough

A press release is a solid foundation. However, it works best as part of a broader approach: media strategy, consistent presence, and prepared spokespeople.

The complementary elements that make the difference:

• Distribution strategy : which media, which formats, and what timing.
• Journalist targeting : refining lists based on the topics each journalist actually covers.
• Personalized follow-ups : tailoring messages to the specific needs of each contact.
• Spokesperson preparation : anticipating questions, clarifying key messages, and refining delivery.

It is the combination of these dimensions—release, distribution, relationships, and preparation—that allows you to fully leverage significant news.

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7. Linker, a PR agency for B2B leaders

Linker supports B2B leaders (agencies, startups, mid-sized companies, and large corporations) who want to structure their media presence over the long term.

Our public relations services include:

• Identifying topics with media potential (funding rounds, launches, studies, appointments).
• Writing press releases tailored to editorial standards.
• Targeting and distribution to journalists relevant to your objectives.
• Follow-ups and interview coordination.
• media training to prepare executives for public speaking.

Discover how a PR agency supports executives in their communications.