What Should a Press Release Checklist Include?


8 min read

What Should a Press Release Checklist Include?

Table of Contents

What Should a Press Release Checklist Include?

To help you create an effective press release, we asked 18 business leaders and marketing professionals to share one essential item on their press release checklist and explain its importance. From writing a clear boilerplate to proper formatting, discover the top insights these experts shared to make your press release stand out.

  • Write a Clear Boilerplate
  • Ensure Accuracy and Adherence
  • Boost Credibility with Evidence
  • Plan a Comprehensive Distribution
  • Create a Media Kit for Impact
  • Maximize Value with Call-to-Action
  • Craft a Compelling Hook
  • Include an Interesting Quote
  • Share from a Reported Perspective
  • Do Your Due Diligence
  • Incorporate High-Resolution Visuals
  • Feature Key Stakeholder Statements
  • Lead with a Strong First Sentence
  • Streamline for Media Contact
  • Add Relevant Associated Links
  • Provide a Compelling Narrative
  • Leverage Social Media Promotion
  • Apply Proper Formatting

Write a Clear Boilerplate

Located under the last paragraph of every press release is the boilerplate, otherwise known as the “about us” statement. Depending on how you write your press release, the boilerplate is almost always written last.

The importance of a well-written boilerplate is an indispensable part of a press release. The “boilerplate” in a press release is essentially the “About Us” section, usually placed at the very end. It’s a standardized copy of information that explains what your company or organization is, what it does, and what it stands for. It provides readers—journalists, influencers, investors, customers, etc.—a quick, clear understanding of your company’s identity.

Kenneth PanganKenneth Pangan
Marketing Manager, Clark Staff

Ensure Accuracy and Adherence

When it comes to press releases, double-checking everything is essential. In the medical field, it’s especially important to ensure an accurate representation of products and results. We prioritize aligning our releases with medical guidelines for transparency and credibility.

By adhering to these standards, we can confidently communicate the benefits and limitations of our offerings, ensuring that our audience receives accurate and trustworthy information to help them make informed choices!

Diane HowardDiane Howard
Founder, Esthetic Finesse

Boost Credibility with Evidence

I think it would be a good idea to back up the main points of the press release with some sort of evidence. Providing evidence or figures can boost the announcement’s credibility and make it more newsworthy. Journalists frequently seek trustworthy information to bolster their reports, and including pertinent data assists them in comprehending the significance of the news.

Kenny KlineKenny Kline
President and Financial Lead, BarBend

Plan a Comprehensive Distribution

Developing a complete distribution strategy, in my opinion, is critical for properly circulating your press release.

To reach the correct target audience, use a combination of channels such as newswire services, media databases, industry-specific platforms, and social media. Customize your distribution list based on the nature of the announcement, and consider directly contacting journalists to foster relationships and stimulate interest.

, Communications Manager, Property Tax Loan Pros

Create a Media Kit for Impact

Garnering media attention through a press release can lead to very disappointing results. Instead of looking for immediate attention, think longer-term and create a media kit so that your press release campaign has an aftershock-like effect. Give media outlets an easy opportunity to continue talking about your company.

Jason VaughtJason Vaught
Director of Content, SmashBrand

Maximize Value with a Call-to-Action

Press releases aren’t just to inform the public. When I write press releases for my clients, I want to help them get as much value from their media exposure as possible.

One way I do this is to include a call-to-action at the end of each press release. This might be to visit their website or landing page for more information. Or, I might provide the contact information of their media person. Giving the readers a clear next step keeps the conversation going.

Alli HillAlli Hill
Founder and Director, Fleurish Freelance

Craft a Compelling Hook

One thing on a press release checklist is a compelling headline or hook. The headline plays a crucial role in capturing the attention of journalists and readers, making it a vital step in the press release process.

The headline should be concise, engaging, and effectively convey the main point or news angle of the press release. A well-crafted headline increases the chances of the press release being read and considered for coverage. A good hook draws the reader in and generates initial interest.


A strong headline sets the tone for the rest of the press release and can significantly impact the overall success of the communication.

Josh AmishavJosh Amishav
Founder and CEO, Breachsense

Include an Interesting Quote

Our digital media company has had extensive experience providing expert quotes to HARO (Help a Reporter Out), so we know that a good quote enhances a press release and the chances of our company receiving attention.

Since our platform helps consumers shop for insurance, we strive to feature a clear, concise, informative, and interesting quote in each press release. We also make sure to provide proper attribution, including our expert’s full name, their relevant expertise, and the homepage of the site in which our latest insurance-related report is available.

A good quote can provide depth and heighten interest when a reporter includes it as part of their write-up on the particulars of our press release.

Michelle RobbinsMichelle Robbins
Licensed Insurance Agent, Clearsurance

Share from a Reported Perspective

The most important thing on my checklist is ensuring the content of the PR is not written as if reported and not from a first-person point of view. This also helps in sharing information and not making the PR unnecessarily salesy. This can help reach audiences and create awareness around a topic or an organization’s brand in a better way.

Aquibur RahmanAquibur Rahman
CEO, Mailmodo

Do Your Due Diligence

A press release is an official and critical tool for information dissemination, hence doing your due diligence to ensure all facts presented are true is non-negotiable. So research, find credible sources, and present your facts in a clear and timely manner.

With its relevance and newsworthiness, one must be able to grab attention with a compelling headline and the 5Ws in the opening line of your story—who, what, where, when, and why. To reiterate, focus on stating facts, citing data, and quoting sources. Doing your due diligence is a vital part of the process as this becomes a key reference when writing or producing the news.

A creative presentation may not always be necessary, but rather, a good writing style should help more with clarity and conciseness as it will be published in news writing style after the careful vetting process.

Overall, getting your facts straight is what will make your press release effective.

Tristan HarrisTristan Harris
Demand Generation Senior Marketing Manager, Thrive Agency

Incorporate High-Resolution Visuals

Utilizing high-resolution graphics and photographs is one item on my checklist for press releases. High-resolution photographs will make your press releases look beautiful and professional, so it is imperative that you include this step in your press release checklist.


If you don’t force the journalist to download the pictures before seeing them, you win extra points! Images or even video should always be included in today’s press releases. They are simple to use, affordable, and have a history of boosting views.

When you distribute your press release on social media, images, and videos are even more effective. Your chances of engagement are increased by social networks’ automatic generation of a picture preview.

In order to cover your story, journalists don’t want to go looking for your assets. Include downloadable, high-quality assets immediately in your press release to make their jobs simpler, prevent the back-and-forth email threads, and avoid the dreaded Dropbox hell.

Joe LiJoe Li
Managing Director, CheckYa

Feature Key Stakeholder Statements

In my opinion, having statements from key stakeholders, such as company executives or subject matter experts, strengthens the news release’s credibility.

Quotes provide a personal touch, extra insights, and expertise to the announcement. Ensure that the quotes are meaningful, impactful, and complement the press release’s overall story.

Gerrid SmithGerrid Smith Gerrid Smith
Chief Marketing Officer, Joy Organics

Lead with a Strong First Sentence

In my opinion, the first sentence of a press release should elaborate on the headline and give a succinct summary of the key points. It should emphasize the importance of the news by answering the “who, what, when, where, and why” questions. You captivate the reader’s interest and compel them to continue reading by giving the crucial information upfront in a simple and interesting manner.

Edward MellettEdward Mellett
Co-founder, TestHQ

Streamline for Media Contact

Journalists may have follow-up questions or require more information, so it’s important to provide them with a way to get in touch with you.

Please include the name, title, email address, and phone number of a media contact. This allows reporters to simply request interviews or additional information, streamlining the flow of information and boosting the possibility of media coverage.

Andrew PriobrazhenskyiAndrew Priobrazhenskyi
CEO and Director, Discount Reactor

Add Relevant Associated Links

One important item on the press release checklist is adding associated links. This step is crucial as it provides additional context, supports fact-checking, and allows journalists to access more information if needed.

By including relevant links, you facilitate a deeper understanding of the news, enhance credibility, and provide journalists with the necessary resources to further investigate and validate the information presented in the press release.

Roy LauRoy Lau
Co-founder, 28 Mortgage

Provide a Compelling Narrative

One essential item on our press release checklist is effective storytelling. While providing necessary information about new products or company updates is crucial, it’s equally important to convey these messages in a compelling and engaging way.

By crafting a narrative that speaks to the audience’s interests and needs, we can effectively communicate the value of our offerings and differentiate ourselves from competitors. A story can evoke emotions, create connections, and leave a lasting impression on readers. It’s a powerful tool that can make or break the success of a press release. Ensuring that the storytelling element is present and polished is a critical step in our process.

Tarun SahaTarun Saha
Co-founder and CEO, StallionZo

Leverage Social Media Promotion

In my opinion, including social media promotion in your press release plan can greatly increase its reach and engagement. Create social media posts that highlight the most important aspects of your announcement and provide a link to the full press release.

To boost visibility and encourage sharing, create appealing language and add relevant hashtags. Use your company’s social media channels to spread the word, and consider involving industry influencers or key stakeholders.

Tiffany HaflerTiffany HaflerTiffany Hafler
Marketing Coordinator
 Blockchain Lawyer

Apply Proper Formatting

Proper formatting is essential. Applying techniques like subheadings, bullet points, and paragraphs enhances readability and helps readers navigate the content effectively.

This step is important because it makes the press release visually appealing, easy to skim, and allows readers to quickly find relevant information. Well-organized content increases the chances of the press release being read thoroughly, understood, and shared, thereby maximizing its impact and reach.

Jason CheungJason Cheung
Operations Manager, Credit KO

Submit Your Answer

Would you like to submit an alternate answer to the question, “What is one thing on your press release checklist? Why is this step important?”

Submit your answer here.

Up Next