How to Write an Online Press Release

Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.

Today’s web-driven world makes it possible for companies large and small to create news simply by writing and publishing their own newsworthy content. The way to get started is by writing and sharing powerful press releases online. Thanks to the power of today’s social web, the elitism of public relations is gone. Nowadays, many organizations do their own PR. This article will explain how to write online press releases that build credibility, visibility and salability.

Press releases have a format that helps keep news pithy and powerful. Thanks to search engines, press releases are not just read by the media. Current and prospective customers, who want to be educated and empowered, also read them. Think of a press release as a way to spoon-feed news that is easily consumed. Here are the necessary components to writing an effective online press release.

Pick a Topic

Picking a topic may sound like a no-brainer. But this is the point where many businesses get stumped. They don’t realize how much of their day-to-day work is newsworthy. Understand what news really means. Merriam-Webster defines news as “something having a specified influence or effect” and “matter that is newsworthy.”

Think of news as information that is educational, helpful, or relevant to your target market. Online press release topics could include company news, new product releases, educational thought leadership about a current event — educating beyond what the media is sharing, while linking your brand to news that is being discussed and shared.  Press releases  communicate stories that help people understand your brand better.

For example, a nonprofit organization called Explore Ecology — which my company supports — specializes in environmental education and art discovery. An event last year called “One Night Stand” was such a success that it’s now held annually. Explore Ecology wanted a release that educated local journalists, the media at large, and potential attendees. The topic is event-focused to educate and build awareness.

7 Points to Address

After a topic is selected, and before you start writing, address the points below as it relates to your topic.

  1. Who
  2. What
  3. When
  4. Where
  5. Why
  6. How
  7. Who Cares

These points will need to be woven into your release. Having them all noted helps you plan and execute better.


The title of a press release is paramount. It needs to fit on one line and summarize the entire theme of the release. It should be descriptive and also capture a reader’s attention. It should be clear, concise, and interesting.

Here’s our title for the Explore Ecology event:

Sensational One Night Stand Art Event Returns for Second Year

Beneath the title there is a subhead, a critical section with two lines of italicized text to support the title, but provide more depth. Our subhead of the Explore Ecology press release is:

Santa Barbara art lovers to choose from the works of 200-plus professional artists to benefit Art from Scrap, a program of Explore Ecology


Most press releases include a quote, usually from a leader at the organization. Quotes in press releases originated to give the media or a journalist an approved statement from a company leader. Quotes in online press releases still provide an approved media statement, but also provide a human component. The quote needs to include who is saying it and usually his or her role within the organization. If people outside the organization are cited — like happy customers or board members — their connection to the company should be clarified. Any quotes need to be approved by the person before they go live.

Here is our quote in the Explore Ecology press release:

“Last year’s event was amazing, with so much great art and positive energy, and this year’s One Night Stand is shaping up to be even better,” said Executive Director Cay Sanchez. “We have a larger space to accommodate more art, more guests, and more excitement! This is just a fantastic way to raise awareness for the environment and creativity, and to keep our programs funded to spread the message even further.”


The body of the release is where you tell — and sell — your story. This is where you make sure your seven key points are addressed, starting with the location where the release was written. This is standard practice for most press releases.

A press release is a good way to share a focused piece of news.

Here is our entire release for Explore Ecology.

Sensational One Night Stand Art Event Returns for Second Year

Santa Barbara art lovers to choose from the works of 200-plus professional artists to
benefit Art from Scrap, a program of Explore Ecology

SANTA BARBARA, CA – For the second year in a row, on the evening of August 11, 2012, Santa Barbara’s Art from Scrap offers art lovers, collectors, and artists an exciting opportunity to participate in a One Night Stand at Brooks Institute of Photography’s Gallery 27 in downtown Santa Barbara. One Night Stand (ONS) is an art lover’s dream and an annual fundraiser for Art from Scrap at which, for one night only, more than 200 nine-by-nine-inch works of art will be exhibited for purchase. Last year’s sold-out event attracted in excess of 400 patrons and artists, many of whom purchased original artwork, raising $40,000 to support Art from Scrap’s mission of environmental education and creative art programming. This year’s incarnation of the ONS benefit is also in support of Art from Scrap, which is a program of Explore Ecology, a leading environmental education and art organization, now in its 21st year of encouraging creative expression in the arts and promoting a greater understanding of environmental issues.

Contemporary artists from around the country have been personally invited to contribute artwork in all mediums. The list of artists who have accepted the ONS challenge grows daily. Local art legends Nicole Strasburg, Jesse Alexander, Eric Beltz, Hilary Brace, Phoebe Brunner, and John Iwerks; environmental artist Laura Lynch; painter John Nava; actor/musician Jeff Bridges; architects Fred Sweeney and Barry Berkus, renowned artists Ann Hamilton, Charles Arnoldi, Nancy Monk, and J. Shea; and many more have already contributed their work for what promises to be the art event of the year. To accommodate the festivities this year, ONS is being held in an expanded area of Gallery 27 at Brooks Institute at 27 East Cota Street.

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