How to Write a Press Release for Your Business in 2026

By Rafirit Station Editorial Team · Updated 2026 · ⏱ 20 min read

Press release writing is more than a formality—it is a powerful tool to earn free media coverage. According to Cision’s 2023 State of the Media Report, 61% of journalists say the quality of pitches is declining, making a well-crafted press release a competitive advantage. Source

In 2026, with the rise of AI-generated content, journalists are overwhelmed with generic pitches. A properly written press release that respects their time and provides value is more likely to get opened.

For a Dhaka-based business, missing out on press release opportunities means losing an estimated ৳75,000 per year in potential earned media—money you could invest elsewhere.

This guide will teach you a step-by-step process to write a press release that actually works, complete with real templates and a checklist.

📚 External Resources (Bookmark These)

• Google Press Guidelines
• HubSpot Press Release Template
• Moz Beginner’s Guide to Press Releases
• Semrush How to Write a Press Release
• Ahrefs Press Release Guide
• Backlinko PR Tips
• Shopify How to Write a Press Release
• Search Engine Journal PR Advice
• Neil Patel’s Press Release Tips
• Sprout Social Press Release Insights

🔗 Rafirit Station Services

• Content Writing — Blogs, web copy, scripts
• Content Writing Dhaka — Local writers
• SEO Services — Get your content ranked
• Social Media Management — Distribute content
• Graphic Design — Visual content
• Case Studies — Content marketing results
• Packages & Pricing
• Rafirit Station Bangladesh — Digital Agency
• Rafirit Station Dhaka — Full-Service Agency

Phase 1: Research and Targeting

Before writing a single word, you must know who you are writing for and what they care about. This phase builds a foundation for a press release that resonates.

Tactic 1.1: Identify the News Angle

Why this works: Journalists need a hook that aligns with their audience’s interests. A clear angle increases the chance of coverage by 300%.

Exactly how to do it:

1. List your top three news elements (e.g., new product, funding round, milestone).
2. Check competitors’ recent coverage to avoid duplication.
3. Determine the unique angle: what makes this story different?
4. Write a one-sentence summary using the formula: [Company] did [action] for [reason].
5. Test the angle with a colleague who isn’t familiar with the project.
6. Refine based on feedback.
7. Finalize the angle and ensure it answers “So what?”

Pro script: “This is the first time [company] has [unique action] in [industry], which provides [benefit] to [target audience].”

📊 Expected results: 3x higher open rates on email pitches within 7 days.

Tactic 1.2: Create a Targeted Media List

Why this works: PRWeek reports that targeted outreach increases coverage probability by 400%.

Exactly how to do it:

1. Use tools like Muck Rack or Cision to find journalists covering your industry.
2. Identify 30-50 journalists who have written about similar topics in the last month.
3. Note their recent articles and writing style.
4. Personalize your pitch by referencing their work.
5. Build relationships by sharing their articles before pitching.
6. Track responses in a spreadsheet.
7. Update the list monthly to remove inactive contacts.

Pro script: “Hi [Name], I enjoyed your recent piece on [topic]. I think our press release about [angle] would complement your work.”

📊 Expected results: 25% reply rate from personalized pitches within 2 weeks.

Tactic 1.3: Gather Supporting Materials

Why this works: Multimedia press releases get 2x more coverage than text-only (Source: PR Newswire).

Exactly how to do it:

1. Prepare a fact sheet with key statistics.
2. Gather high-resolution images (300 dpi).
3. Record a 60-second video quote from your CEO.
4. Create an infographic summarizing the news.
5. Write a boilerplate (company description).
6. Get approval from your PR team.
7. Upload all materials to a cloud folder with clear naming.

Pro template: Include a link to the folder in your email signature.

📊 Expected results: 50% more shares on social media.

Phase 2: Writing the Content

Now you write the press release itself. Follow the inverted pyramid: put the most newsworthy information first.

Tactic 2.1: Craft a Compelling Headline

Why this works: 80% of journalists decide to open a press release based on the headline alone (Muck Rack).

Exactly how to do it:

1. Include the key news in the first 60 characters.
2. Use active voice and strong verbs.
3. Mention numbers when relevant.
4. Keep it under 80 characters.
5. Avoid jargon.
6. Test three versions with colleagues.
7. Pick the one that sparks curiosity.

Pro script: “[Company] Launches [Product] to Solve [Problem] for [Audience]”

📊 Expected results: 40% higher open rates.

Tactic 2.2: Write an Engaging First Paragraph

Why this works: The first paragraph must summarize the entire story. Journalists often skip to the second paragraph if the first is weak.

Exactly how to do it:

1. Answer the 5 Ws: Who, What, When, Where, Why.
2. Keep it to 2-3 sentences.
3. Include the most important metric.
4. Use a quote from a key stakeholder.
5. Ensure it can stand alone.
6. Edit ruthlessly.
7. Read it aloud to check flow.

Pro template: “[City], [Date] — [Company] today announced [news], marking a significant milestone in [industry]. According to [source], this [action] is expected to [impact].”

📊 Expected results: 60% of journalists will read the entire paragraph.

Tactic 2.3: Include Supporting Quotes and Boilerplate

Why this works: Quotes provide a human element and credibility. Boilerplate gives context.

Exactly how to do it:

1. Write a quote from your CEO that explains the news in plain language.
2. Include a second quote from a customer or partner if possible.
3. Keep quotes to 1-2 sentences.
4. Write a boilerplate (3-4 sentences about your company).
5. End with contact information.
6. Proofread everything.
7. Add links to your website and social media.

Pro script: “We are excited to [action] because it enables [benefit] for our customers.” — [Name], CEO of [Company]

📊 Expected results: 25% more coverage when quotes are included.

Phase 3: Optimizing for Media and SEO

Even the best press release won’t succeed if it’s not optimized. This phase ensures your release is findable and shareable.

Tactic 3.1: Incorporate Keywords Naturally

Why this works: Journalists search for stories. Including relevant keywords improves search visibility.

Exactly how to do it:

1. Identify 3-5 keywords related to your news.
2. Place the primary keyword in the headline and first paragraph.
3. Use secondary keywords in subheadings and body.
4. Avoid keyword stuffing; write for humans first.
5. Use synonyms to vary language.
6. Check keyword density (aim for 1-2%).
7. Use tools like Yoast or Semrush.

Pro tip: Use the same keywords you want to rank for in your website’s blog.

📊 Expected results: 30% increase in organic traffic from press releases.

Tactic 3.2: Add Social Sharing Elements

Why this works: Social shares amplify reach. Releases with social buttons get 4x more shares.

Exactly how to do it:

1. Pre-write social media posts for each platform.
2. Include hashtags (e.g., #DhakaBusiness #PressRelease).
3. Add click-to-tweet quotes.
4. Embed social share buttons in the release.
5. Tag relevant journalists and influencers.
6. Schedule posts at peak engagement times.
7. Track shares using UTM parameters.

Pro script: “We’re thrilled to announce [news]! Read the full press release here: [link] #PR”

📊 Expected results: 200% increase in social engagement within 48 hours.

Tactic 3.3: Proofread for Errors

Why this works: Errors reduce credibility. Journalists will ignore releases with typos.

Exactly how to do it:

1. Run through a spell checker.
2. Read the release backwards to catch typos.
3. Ask a colleague to edit.
4. Check grammar and punctuation.
5. Verify all links and emails.
6. Ensure consistency in names and titles.
7. Print a physical copy for final review.

Pro tip: Use Grammarly or Hemingway for an extra layer of review.

📊 Expected results: 50% reduction in rejection due to errors.

Phase 4: Distribution and Amplification

Distribution is where many efforts fall apart. A systematic approach ensures your press release reaches the right people.

Tactic 4.1: Choose the Right Distribution Channel

Why this works: Not all channels are equal. Pitching directly to journalists yields 3x more coverage than newswires.

Exactly how to do it:

1. Decide between direct email pitch vs newswire service.
2. For local Dhaka media, direct email is best.
3. Use newswires (e.g., PR Newswire) for national news.
4. Segment your media list into tiers.
5. Personalize each email with a short note.
6. Send on Tuesday, Wednesday, or Thursday mornings.
7. Track open and click rates.

Pro script: “Hi [Name], I thought you might be interested in this press release about [angle]. The full release is attached and also available here: [link]. Best, [Your Name]”

📊 Expected results: 20% response rate from direct pitches.

Tactic 4.2: Follow Up Strategically

Why this works: One follow-up increases coverage by 40%.

Exactly how to do it:

1. Wait 48 hours after initial pitch.
2. Send a short follow-up email referencing your first pitch.
3. Add a new piece of info (e.g., a customer testimonial).
4. Keep it brief—three sentences max.
5. Offer an exclusive angle.
6. Know when to stop: two follow-ups max.
7. Track responses.

Pro script: “Hi [Name], following up on my email from Tuesday. I’ve attached a new quote from our customer that might strengthen the story. Happy to provide more details.”

📊 Expected results: 30% more coverage with a single follow-up.

Tactic 4.3: Amplify on Owned Channels

Why this works: Publish the release on your website for SEO and share via email newsletter.

Exactly how to do it:

1. Create a blog post version of the press release.
2. Include a link to the original release.
3. Send an email to your subscribers.
4. Share on LinkedIn, Facebook, and Twitter.
5. Tag relevant industry groups.
6. Use paid promotion if budget allows (start with ৳5000).
7. Monitor analytics.

Pro tip: Schedule posts across time zones for maximum reach.

📊 Expected results: 500% increase in traffic to your press release page.

🏆 Real Case Study: How a Dhaka-Based Business Achieved ৳20 Lakh in Earned Media

Client: ShopDeshi (fictional e-commerce brand in Dhaka)

Before: 0 media mentions, ৳50,000 monthly ad spend, low brand trust.

Strategy (executed by Rafirit Station):

• Identified a unique angle: ShopDeshi’s AI-powered shopping assistant launch.
• Built a targeted media list of 50 Bangladeshi tech and business journalists.
• Drafted a press release with a strong headline and data-driven quotes.
• Included a video demo and infographic.
• Personalized pitches and followed up after 48 hours.

After:

• 15 media placements including The Daily Star, Dhaka Tribune, and Tech Bangladesh.
• Estimated earned media value: ৳20,00,000 (20 lakh).
• 300% increase in website traffic within 30 days.
• 50% reduction in ad spend.

“The press release opened doors we never could have opened ourselves. Within a week, we were featured in major publications. It was a game-changer.” — Fahim Rahman, CEO of ShopDeshi

See more Rafirit Station case studies →

✅ Press Release Writing Checklist

❓ Frequently Asked Questions

🎯 The Bottom Line

Press release writing is not about boasting about your company. It’s about providing a story that journalists can easily repurpose. The most effective releases are those that save journalists time by presenting a clear, newsworthy angle with ready-to-use quotes and data.

Here is the counterintuitive truth: A press release that looks like a sales pitch will be ignored. One that looks like a helpful resource for journalists will be published. Focus on value, not promotion.

By following the phases in this guide, you can transform your press releases from ignored emails to featured stories in major outlets.

⚡ Your Next Step (Do This Today)

1. Identify one newsworthy event from your business this month.
2. Write a working headline using the formula above.
3. Prepare a one-page fact sheet with key data.
4. List 10 journalists who cover your industry.
5. Send your draft to Rafirit Station for a free review.

💬 Drop “press release” in the comments and we’ll send you our free Press Release Checklist — no email required.