How to Write a Press Release That Gets Published: Step-by-Step Guide with Free Template (2026)

A press release that journalists publish has four essential components: a headline that communicates clear news value in one line, an opening paragraph that answers who, what, when, where, and why within two to three sentences, body content written for the publication's readers rather than the brand's marketing objectives, and an executive quote that adds genuine perspective beyond what the factual content already states. The most common reason press releases are rejected is that they read as advertising copy rather than news. Every professional journalist recognises the difference immediately and discards promotional content regardless of how large or well-known the brand is.

Table of Contents

1. What a Press Release Actually Does and Does Not Do

2. Hook Headline Formula: Writing Headlines Journalists Want to Read

3. The Standard Press Release Structure Media Expects

4. Mistakes That Get Press Releases Rejected Immediately

5. Thai vs International Press Release Style Differences

6. Free Press Release Template You Can Use Now

7. What to Do After You Send the Press Release

8. Frequently Asked Questions

What a Press Release Actually Does and Does Not Do

Before writing a single word, understand what function a press release serves, because misunderstanding this is the root cause of most press releases that fail to generate coverage.

A press release is a briefing document. Its purpose is to give a journalist everything they need to decide whether there is a story worth writing and, if there is, to write it quickly and accurately. It is not an article that gets published verbatim. It is not an advertisement with a news label on it. It is not a company blog post reformatted with a dateline.

Journalists at professional publications in Thailand and internationally virtually never publish a press release as received. They read it, assess its news value, and if they decide to cover the story, they write their own version using the information in the press release as a source document. The press release does its job when it makes a journalist's decision to cover your story and their ability to do so as easy as possible.

This functional understanding changes how you write. Every decision about what to include, how to frame it, and how to structure it should be made from the journalist's perspective, not the brand's perspective.

For businesses that want professional press release writing and distribution handled by a team with active media relationships, PR agency services in Thailand through Clout Media Agency are available for both project-based and ongoing retainer engagements.

Hook Headline Formula: Writing Headlines Journalists Want to Read

The headline is the first decision point. If it does not communicate clear news value immediately, nothing else in the press release gets read. Journalists scanning their inbox make keep or delete decisions on press releases in seconds and the headline is the primary input to that decision.

What a Strong Headline Must Do

Communicate what is new and why it matters in the first reading. A reader should not need to read the body to understand what the announcement is. If the news requires context before it makes sense, find a way to compress that context into the headline itself.

Be specific rather than generic. A headline like "Company Launches New Product" provides almost no information. "Thai Startup Launches AI Health Diagnostic Tool That Reduces Diagnosis Time by 60 Percent" is a headline that gives a journalist immediate material to work with.

Stay within 10 to 15 words for most press release headlines. Long enough to carry the essential information, short enough to be scanned immediately.

Use active voice without exception. "Company Announces Partnership" is stronger than "Partnership Is Announced by Company" every time.

Four Headline Formulas That Work

Formula one: Number plus result plus context Example: "[Company] Grows Online Revenue Three Times in Six Months Using [Method or Technology]"

Formula two: First plus what plus where Example: "[Company] Launches [Product or Service] for the First Time in Thailand"

Formula three: Problem plus solution plus impact Example: "[Company] Solves [Industry Pain Point] for [Target Group], Delivering [Measurable Outcome]"

Formula four: Partnership plus shared objective Example: "[Company A] and [Company B] Partner to Expand [What] Across [Geography or Sector]"

The Standard Press Release Structure Media Expects

Journalists work faster and more comfortably with press releases that follow the standard format because they know where to find every piece of information they need. Deviating from the format without a good reason signals inexperience and adds friction to the journalist's workflow.

Section One: Header Information

Label the document clearly as a Press Release at the top. Include the release date or the words "For Immediate Release." Provide the name, phone number, email address, and any relevant messaging contact for the media relations person handling the story. Journalists who want to follow up need this information immediately visible without searching.

Section Two: Headline and Subheadline

The primary headline following one of the formulas above. Followed by a one-sentence subheadline that adds a significant detail the headline could not fit, extending the reader's understanding without simply repeating the headline in different words.

Section Three: Lead Paragraph

This is the most important paragraph in the press release and should be written last after everything else is clear. The lead must answer the five journalistic questions of who, what, when, where, and why within two to three sentences.

Example of a strong lead: "[Company name], [brief description such as Thailand's leading provider of X], announced [what] on [date] at [location if relevant], becoming [what is new, such as the first, the largest, or a specific differentiator] in [market]. The [announcement] addresses [specific problem or market need] facing [target audience]."

Section Four: Body Paragraphs

Subsequent paragraphs add supporting detail in order of importance, following the inverted pyramid structure where the most critical information comes first and secondary details follow. This is because editors cutting for length remove from the bottom, so anything essential must appear high in the release.

Body paragraphs typically cover additional detail about the announcement such as features, pricing, or availability, data or third-party research that supports the story's significance, market context that explains why the announcement matters now, and timeline or next steps information.

Section Five: Executive Quote

A quality quote from the CEO or a relevant senior executive adds human perspective to the announcement and allows journalists to attribute a viewpoint without conducting a separate interview. The quote must add genuine value beyond what the factual content already states.

Strong quote example: "This launch reflects our long-term commitment to [mission or strategic goal] and represents a meaningful step toward [specific outcome for customers or market]. We believe [product or service] will fundamentally change how [target audience] approaches [the problem being solved]," said [Name], [Title], [Company].

Weak quote example: "We are very excited and proud to announce this new product which we believe will benefit our customers in many ways." This contributes no information and reads as filler, which many journalists will simply delete before using the press release.

Section Six: Boilerplate

A short standardised paragraph at the end of every press release that introduces the organisation briefly. Include company name, what it does, when it was founded, notable scale or achievements, and website. Close with the symbol ### to indicate the press release content has ended.

Mistakes That Get Press Releases Rejected Immediately

Writing as advertising rather than news is the primary cause of press release failure. If your draft contains phrases like "revolutionary," "industry-leading," "best-in-class," "excited to announce," or "proud to introduce" without any factual substance behind them, you are writing a promotional document rather than a news story. Rewrite every section that reads as marketing copy.

No identifiable news angle means there is nothing for a journalist to cover regardless of how well-written the press release is. "Company releases new version of existing product" is not a story unless the new version does something genuinely different that matters to readers. Every press release must answer the question: why would the readers of this publication care about this today?

Excessive length without justification reduces the probability that the press release is read fully. A standard press release should be 400 to 600 words. Research findings and major corporate announcements can justify up to 800 words. If your press release is longer, every sentence beyond the standard length should earn its place.

Sending to journalists who do not cover your topic wastes distribution and damages your sender reputation with every journalist who receives irrelevant content. A technology product launch sent to an entertainment journalist is deleted immediately and marks your organisation as a source of irrelevant pitches.

Missing or unclear contact information means that a journalist who wants to follow up cannot do so. This is an easily preventable failure that costs placements.

Sending too close to publication deadlines for the announcement timing you need. Print and broadcast media work on production schedules with hard deadlines. Understanding the lead times of your target publications and sending press releases with sufficient advance notice is essential for time-sensitive coverage.

Thai vs International Press Release Style Differences

Understanding how to adapt your press release for different media environments improves your placement rate across both markets.

Language and Tone

Thai-language press releases for Thai publications can carry a slightly more formal register than international press releases while still being clear and readable. The best Thai press releases avoid government bureaucratic language while maintaining the professional tone that Thai media editorial standards expect.

English-language press releases for Bangkok Post, The Nation, and international publications need a more compressed lead with no scene-setting before the news, consistent active voice throughout, and quotes that sound like natural speech rather than prepared statements.

Headline Construction

Thai press release headlines can be slightly longer and more descriptive. English headlines should be a maximum of 10 words and in active voice without exception.

Quote Style

Thai-language press releases often include longer, more formal quotes that are appropriate for the publication's editorial style. International and English-language press releases require quotes that are concise, conversational, and free of corporate jargon. If a quote sounds like it was written by a committee, rewrite it.

Dateline and Format

English press releases follow the convention of opening with the city and date in the lead paragraph: "BANGKOK, [Date]." Thai press releases often place the date in the header rather than the dateline, but including it in both locations is safe practice.

Free Press Release Template You Can Use Now

Copy this template and replace the bracketed fields with your own information.

PRESS RELEASE For Immediate Release

Media Contact: Name: [Media relations contact name] Phone: [Phone number] Email: [Email address]

[HEADLINE: What happened and why it matters in 10 to 15 words, active voice]

[SUBHEADLINE: One sentence adding a significant detail the headline could not carry]

BANGKOK, [Date] — [Company name], [brief description such as Thailand's leading provider of X], today announced [what] [when and where if relevant]. The announcement marks [what is new about this, such as first, largest, or specific differentiator] and addresses [specific market need or problem] facing [target audience].

[Second paragraph: Additional detail about the announcement. Features, pricing, availability, scope, or reach. Write from the perspective of what the reader of the target publication needs to understand the full picture of the news.]

[Third paragraph: Market context. Data, industry trends, or third-party research that explains why this announcement is significant now. This is where you answer the "so what" question for readers who do not know your industry well.]

"[Executive quote that adds perspective or vision beyond the factual content. Write it as the executive would actually say it, not as a legal or marketing department would write it]," said [Name], [Title], [Company Name].

[Fourth paragraph if needed: Next steps, availability, how readers can access the product or service, or any additional call-to-action information relevant to the journalist's readers.]

"[Optional second quote from a partner, customer, or external expert that adds third-party credibility to the announcement]," said [Name], [Title], [Organisation].

About [Company Name] [Company name] [founding year if relevant] [what it does in one sentence] [notable scale metric such as serving X customers or operating in X markets] [website URL]

How to Adapt This Template for Different Announcement Types

For a product launch: The second paragraph should explain what the product does and the specific benefit it delivers to the user, not technical specifications. Specifications belong in a separate fact sheet for journalists who want technical detail.

For a partnership or expansion announcement: The second paragraph should explain the scope of the partnership, the shared goal, and the specific benefit to customers or the market that the partnership creates.

For an award or achievement: The second paragraph should explain what the award or recognition is, what criteria determine it, and why receiving it is meaningful in the context of your industry.

For research or data findings: Lead with the most compelling data point, use the second and third paragraphs for additional findings and implications, and include a methodology note in a separate section for journalists who need to verify the research methodology.

What to Do After You Send the Press Release

Sending the press release is the midpoint of the process, not the end.

Review from the journalist's perspective one final time before sending. Ask honestly whether you would find this story worth covering if you were a journalist writing for the target publication. If the answer is uncertain, the press release needs more work.

Verify every factual claim before sending. Incorrect statistics or dates in a press release damage your organisation's credibility with journalists and are difficult to correct once the release is in circulation.

Prepare supporting materials in advance including high-resolution images cleared for publication, a background fact sheet for journalists who want additional context, and a prepared Q&A for questions the announcement is likely to generate.

Follow up appropriately as described in our guide on how PR distribution works in Thailand. A single polite follow-up through the journalist's preferred channel one to two days after sending is standard professional practice.

Amplify coverage when it appears. Share editorial coverage through your own social media channels, website, and internal communications to maximise the reach of each placement and signal engagement to search engines, which contributes to the SEO value of any links in the coverage.

For businesses that want professional support with press release development, targeted distribution, and media follow-up, Clout Media Agency provides PR services in Thailand covering the full process from story development to coverage monitoring. Contact us at cloutmediaagency.com.

Frequently Asked Questions

What is a press release?

A press release is a document an organisation distributes to journalists and media outlets to communicate information that has news value for their readers. It serves as a briefing document that gives journalists the information they need to decide whether to cover the story and to write their own version if they do. It is not published verbatim by professional media.

How long should a press release be?

Standard press releases should be 400 to 600 words, fitting comfortably on one page. Research announcements and major corporate events can justify up to 800 words. Anything longer should be questioned carefully because every word beyond what is necessary reduces the probability the press release is read in full.

What is the best time to send a press release?

Research on journalist email behavior consistently shows Tuesday and Wednesday mornings between 9am and 11am produce the strongest open and response rates. Avoid Monday mornings when journalists are catching up from the weekend, Friday afternoons when attention is leaving the week, and the day before or after public holidays.

Should I send the press release by email or through a wire service?

Direct email to specific journalists who cover your topic is the most effective distribution method for most press releases and requires no cost beyond the time to prepare the list and write the pitch. Wire services are appropriate for major corporate announcements where simultaneous broad distribution is important, such as IPOs, mergers, or crisis communications. For typical brand PR, direct targeted outreach consistently outperforms wire distribution in terms of actual placement rates.

Does a press release need a quote?

Not technically, but quotes are strongly recommended. A well-written executive quote adds human perspective to the announcement, allows journalists to attribute a viewpoint without conducting a separate interview, and makes the resulting article more compelling for readers. Press releases without quotes tend to generate shorter, less developed coverage when they are covered at all.

What is the difference between a press release for Thai media and international media?

Press releases for Thai-language media can carry a slightly more formal tone and somewhat longer quotes than international releases while still requiring a clear news angle and factual lead. Press releases for English-language international media and for Bangkok Post or The Nation require an extremely compressed active-voice lead with the news value in the first sentence, concise quotes that sound like natural speech, and no scene-setting or context before the news. The structural format is the same for both.

This article was written by the Clout Media Agency team, a PR agency and Digital Marketing agency based in Bangkok providing PR, Digital PR, Content Marketing, and SEO for businesses across Thailand and Southeast Asia.