Press Release Checklist
A press release checklist: newsworthy angle, structure, quotes, approvals, media list, embargo and distribution, plus follow-up and coverage tracking.
- Typical schedule per announcement
- The checklist 5 sections, 23 items
- Variables
{{announcement}}{{release_date}}
Use this checklist when your company announces something to the press: a launch, funding, a partnership, a key hire or research findings. Journalists receive many releases and read most of them only briefly. A release that gets covered is newsworthy, easy to scan, accurate, and sent to the right people at the right time. Small companies often skip the targeting and rely on a wire service alone, which rarely leads to real coverage.
Who owns it
A communications or marketing lead owns the run. The people quoted must approve their quotes, and a manager signs off the final version. If partners are named, their communications team must approve too.
Common pitfalls
- No actual news. "We are excited to announce" is not news. Lead with what changed and why it matters to the reader of the publication.
- Approval delays. Quotes and partner approvals take longer than writing. Start them early, especially for joint announcements.
- Mass emailing everyone. A short, personal pitch to a few relevant journalists beats a long list. Read what they have written before you pitch.
- Broken embargo handling. If you share news under embargo, state the date and time clearly, including the time zone, and only send it to people who have agreed to the embargo.
The run records who approved the release and when it was sent, which is useful for joint announcements.
The checklist: Press release: {{announcement}}
Angle and draft
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News angle defined: what is new, why it matters, and for which audience
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Headline and first paragraph cover who, what, when, where and why
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Quotes drafted that add opinion or context, not facts repeated from the text
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Facts, figures and names checked against the source
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Company boilerplate and press contact details up to date
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Links to supporting material added (e.g. press kit, images, product page)
Approvals
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Quotes approved by each person quoted
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Partner or customer approval obtained for named companies optional
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Final text signed off by the responsible manager
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Legal or compliance review completed for regulated topics optional
Media and assets
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Media list built with relevant journalists and publications
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Personal pitch email written for the key contacts
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High-resolution images, logos and headshots ready in a press kit
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Embargo date and time with time zone stated, if you use one optional
Distribution on {{release_date}}
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Release published on the company website or newsroom
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Pitches sent to the media list at the planned time
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Wire or distribution service used optional
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Announcement shared on company social channels and with employees
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Customers and partners informed directly where relevant
Follow-up
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Follow-up sent once to key journalists who have not replied
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Interview requests answered quickly
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Coverage tracked and links collected
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Results reviewed and media contacts updated for next time
Checklist as Markdown
Frequently asked questions
What should a press release include?
A clear headline, a first paragraph with the key facts, supporting details, one or two quotes that add context, company boilerplate, and press contact details. Add links to images and a press kit. Keep it short enough that a journalist can understand the story from the first paragraph.
Is a press release distribution service worth it?
A wire service can help with search visibility and reach for regulated or very large announcements, but it rarely replaces direct contact with journalists. For most small companies, a well-targeted pitch to a short list of relevant journalists brings more real coverage. Use a wire as an addition, not the whole plan.
What does embargo mean in a press release?
An embargo asks journalists not to publish before a set date and time. It gives them time to prepare a story. Only share embargoed news with journalists who have agreed to it, and state the exact date, time and time zone at the top of the release.
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