Press Release Writing
Framework
IRON LAW: Inverted Pyramid — Most Important First
Journalists scan, not read. The headline + first paragraph must contain
the COMPLETE story (who, what, when, where, why). Every subsequent
paragraph adds LESS important detail. If an editor cuts from the bottom,
the core message survives.Press Release Structure
1. Headline (< 10 words)
- Verb + Number + Value: "CloudPOS Raises NT$100M to Expand Across Southeast Asia"
- No jargon, no self-congratulation ("We're excited to announce...")
2. Sub-headline (optional, 1 sentence)
- Adds context the headline couldn't fit
3. Dateline
- City, Date — "TAIPEI, April 6, 2026 —"
4. Lead Paragraph (5W1H in 2-3 sentences)
- WHO did WHAT, WHEN, WHERE, WHY, and HOW
- This paragraph must stand alone as the entire story
5. Quote (1-2 quotes)
- From CEO or relevant executive
- Must add insight, not restate the lead: "This expansion reflects our belief that..." not "We are excited to announce..."
6. Supporting Details (2-3 paragraphs)
- Data, context, background, market information
- Ordered by decreasing importance
7. Boilerplate (company description, ~50 words)
- Standard "About [Company]" paragraph used across all releases
8. Contact Information
- PR contact name, email, phone
Headline Writing Rules
| Do | Don't |
|---|---|
| Use active verbs | "Company X Launches..." |
| Include numbers | "$5M funding", "50% growth" |
| Be specific | "AI Resume Tool for Healthcare" |
| Front-load keywords | "[Brand] [Action] [Object]" |
Distribution Strategy
| Channel | Reach | Cost | Best For |
|---|---|---|---|
| Wire service (PR Newswire, BusinessWire) | Broad | $$$ | Major announcements, SEO |
| Direct media pitch | Targeted | Free | Specific journalists, exclusive stories |
| Company newsroom/blog | Owned | Free | SEO, reference, always available |
| Social media | Followers | Free | Amplification, engagement |
| Taiwan-specific: 中央社, 經濟日報 | Local | $-$$ | Taiwan market announcements |
Media Pitch Email Template
Subject: [Specific, newsworthy hook — not "Press Release"]
Hi [Name],
[One sentence: why this matters to THEIR readers]
[One sentence: the news]
[One sentence: the unique angle or data point]
Full release attached / below. Happy to arrange an interview with [person].
[Your name, contact]Output Format
# Press Release: {Announcement}
## Headline
{< 10 words, verb + number + value}
## Sub-headline
{Context sentence}
## Body
{City}, {Date} — {Lead paragraph: 5W1H}
"{Quote}" said {Name}, {Title} of {Company}.
{Supporting detail paragraph 1}
{Supporting detail paragraph 2}
## About {Company}
{Boilerplate ~50 words}
## Media Contact
{Name, title, email, phone}
---
## Distribution Plan
| Channel | Timing | Notes |
|---------|--------|-------|
| {channel} | {when} | {notes} |Gotchas
- Journalists ignore 90%+ of press releases: Make yours survive the 3-second scan test — headline + first paragraph must be compelling and newsworthy.
- "We're excited" is not news: Nobody cares that you're excited. What's the impact? What's the number? What's different?
- Timing matters: Tuesday-Thursday, 9-11 AM local time gets best pickup. Avoid Friday afternoons, holidays, and days with major competing news.
- Exclusive vs wide distribution: Offering an exclusive to one key journalist can get better coverage than blasting to 500. Use for major announcements.
- Taiwan media specifics: Taiwan journalists respond well to LINE messages (not just email), appreciate Chinese-language releases (don't just translate from English), and value data/infographics that can be directly used in articles.
References
- For journalist database and pitch tracking, see
references/media-database.md