How to write a captivating press release with AI

A proper press release concisely answers the questions: Who? What? Where? When? and Why? But if you’ve never written one before, it might feel like a huge undertaking. Thankfully, AI is here to help.

Man sitting on bench reading a newspaper

Why you need a press release

If you need to generate attention for your business, a smart way to do that is with a press release.

A press release is an official statement that a business sends out to the media to provide information or make an announcement. Getting the word out about a product launch or an event might happen on social media, but for broader coverage, it’s best to reach out to the media with a succinct press release.

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How to start writing a press release

Writing a press release is an exercise in restraint, since they’re usually two pages at the most and contain very few extraneous details. Answer the following questions within the first paragraph:

Who is this about?
What is happening?
Where is it going to be?
When will it occur?
Why is this important?

Then, give greater context for the story, starting with the most important details. Keep your verbiage clear and concise, and watch out for hyperbole.

Have your audience in mind as you think about who would be most interested in reading about what you and your organization are doing. This is essentially a short pitch that’s targeted to specific journalists and media outlets, so you want to make sure your writing captures their attention.

“Writing a press release is an exercise in restraint, since they’re usually two pages at the most and contain very few extraneous details.”

Using AI for your press release

If the idea of writing a press release stresses you out, but you don’t have the budget for a PR firm, there’s no need to despair. Generative AI tools help you construct your press release! They provide interesting angles for your story and give ideas to get you past writers’ block. You might instruct AI to make sure your essential information is appropriately emphasized so it has a greater chance of media coverage.

Press release ideas

Does finding a creative angle for your story feel tricky? New product launches happen all the time, so making yours stand out from the crowd might take some extra brain power. If all you need is a unique spin on your story to get started, turn to AI with prompts like these:

I’m writing a press release for my business and need a creative way to talk about our new product. It’s a machine that makes frozen drinks and ice cream. Come up with four unique angles to talk about this product.
My company is sponsoring an event to benefit a local animal shelter. Give me three creative angles for this story that would work in a press release.

Press release headline

A punchy headline grabs a reader’s attention, but if writing isn’t your strongest skill, this may feel like a slog through the mud. If all you need is a solid headline for your press release, ask AI. Upload the press release you’ve written and prompt it to create headline options. Here are more headline prompts to try:

I’m writing a press release about my new product, a zero-calorie soda that’s also a complete multivitamin. Provide 10 headlines that could work for this product. Use a lighthearted tone.
I’m writing a press release about an event my business is sponsoring to benefit a local family who lost their house in a fire. I run a specialty houseplant and gift shop. Come up with five professional headlines for this press release.

Press release outline

Sometimes, getting started is the hardest part. If you have all the information for your press release but don’t have the slightest idea how to organize it, let AI give it a try:

Create an outline for a press release aimed at our city-based magazine highlighting our products for their holiday issue and gift lists. We make stuffed animals that resemble people’s pets and donate 10% of our profits to charity. Be very specific about what information needs to be included and where it needs to go in the press release.

If you’re a small business owner looking to further your business, look no further than AI for your press release! Also use AI to write product descriptions and help design your logo.

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