I drafted my first press release on a caffeine high at 2 a.m. and fired it off to 50 reporters—only to realize I’d buried the actual news in paragraph four. Crickets.

Since then I’ve helped startups score local-TV spots and nonprofits land national write-ups, and I’ve learned that great press releases share three traits: clarity, newsworthiness, and zero fluff.

Below are seven straightforward steps to hit those marks every time. I’ll also highlight where Merlin AI can jump in and shave precious minutes off your workflow.

Why Press Releases Still Matter

• Credibility boost: Journalists trust well-formatted releases as fact-checked sources.
• Amplification: One wire distribution can syndicate across hundreds of sites.
• SEO juice: Optimized releases create backlinks and keyword authority.

Investing an hour in a polished release can turn a product launch or event into headline gold.

Step 1 – Gather Your Raw Materials

Must-Have Facts

• Who/What/When/Where/Why (the 5 Ws)
• Official company name & boilerplate
• Media contact (name, phone, email)

Nice-to-Have Extras

• Customer quotes, statistics, visuals
• CEO or expert sound-bite
• Link to demo, infographic, or video

Spend 10 minutes collecting these items before you write; it keeps you from chasing details mid-draft.

Quick Merlin Move Paste your bullet list into Merlin and prompt: “Organize these facts into 5 Ws, quote ideas, and supporting assets.” You’ll get a tidy outline ready for drafting—no sticky-note chaos.

Step 2 Craft a Compelling Headline and Subhead

Headline (≤ 12 words)

• Action verb + clear benefit:

  “Acme Launches Solar Backpack That Charges Phones in 90 Min.”

• Avoid jargon and hype (“Revolutionary!”). Aim for reporter-ready clarity.

Subhead (Optional)

• Adds a key detail: market impact, funding amount, award, or timeliness.

  “Device debuts ahead of Earth Day to promote everyday renewable energy use.”

Merlin Assist Enter the core news nugget and prompt: “Write 5 press-release headlines (≤ 12 words) and matching subheads.” Pick the sharpest combo and tweak tone.

Step 3 Write the Dateline and Lead Paragraph (The 5 Ws)

Dateline Format

CITY, State (Month Day, Year) —

Lead Paragraph Example

“SAN DIEGO, Calif. (June 20, 2025) — Acme Innovations today unveiled its SolarPak™ backpack, a portable solar-charging solution that powers smartphones to full battery in under 90 minutes, just in time for the summer hiking season.”

• Keep it under 40 words.
• Pack in the who, what, when, where, and why.
• No sales fluff.

Step 4 : Build the Body: Details, Data, and Quotes

Paragraph 2 – Key Details & Stats

• Explain how it works, scale of impact, pricing, or availability.
• Use numbers: wattage, funding raised, user growth, awards.

Paragraph 3 – Human Quote

“‘Our goal is to make clean energy as easy as strapping on a backpack,’ said Maya Patel, Acme CEO.”

• Quotes add emotion and context.
• Include name, title, and optional credential.

Paragraph 4 Broader Context

• Market trend or problem the release addresses.

• Example:

  “The portable-power market is projected to hit $27 billion by 2027…”

Paragraph 5 – Call to Action & Availability

“SolarPak ships globally on July 15; pre-orders open today at Acme.com.”

Quick Merlin Move Feed Merlin your body outline and prompt: “Draft 3 body paragraphs (≤ 120 words each) with a quote, market stat, and CTA.” Tweak for accuracy and voice.

Step 5 – Add Your Boilerplate and Contact Info

Place it at the end—after ###.

Boilerplate Example:

About Acme Innovations Acme Innovations is a San Diego–based cleantech startup dedicated to making renewable energy products accessible for everyday adventures. Since 2020, Acme has shipped 50,000 units across 18 countries. Learn more at acme.com.

Media Contact:

Name Lastname  
Title, Acme Innovations  
555-123-7890 · [email protected]

Keep boilerplate under 100 words; update numbers annually.

Step 6 – Format and Proof Like a Pro

• One page max (≈ 400 words)
• AP style: single spaces after periods; spell out numbers one-nine
• Bold the headline, italicize the subhead
• End with ### to signal close
• Read aloud—does it flow?
• Run Merlin’s grammar check for typos and passive voice
• Save as PDF & plain-text

Step 7 Distribute Strategically

• Embargo or pitch first: Email targeted journalists with a short pitch + the release pasted below (not attached).
• Wire services: GlobeNewswire, PR Newswire, or free options like PRLog.
• Own channels: Blog post, LinkedIn, Twitter thread.
• Timing: Tuesday–Thursday mornings; avoid holiday eves.
• Follow-up: One polite email or call 24 hours later; no spamming.

Merlin Distribution Helper Prompt: “Draft a 75-word email pitch for tech reporters, include top stat and CTA to join launch webinar.” Copy, personalize, and send.

How Merlin AI Saves You 40 Minutes

Conclusion – Your Next Press Release, Ready to Publish

Writing a persuasive press release boils down to:

• Gather your facts and assets.
• Hook with a clear headline and dateline.
• Front-load the 5 Ws in the lead.
• Add data, context, and quotes in tight paragraphs.
• Finish with boilerplate and contact info.
• Lean on Merlin AI for brainstorming, drafting, and polishing.
• Distribute smartly for maximum pickup.

Follow these seven steps and you’ll transform a blank doc into a newsroom-ready announcement that editors can’t ignore. Open Merlin, list your 5 Ws, and watch your press release take shape—ready for prime-time headlines.

FAQ

Do I need to include multimedia links? Yes if you have them—photos, logos, or a 30-second demo video boost pickup. Add a short sentence:

“High-res images available here.”

How formal should the tone be? Professional but plain English. Avoid jargon (“synergistic paradigms”). Reporters appreciate clarity.

Can I send the release as a PDF attachment? Always paste the text in the email body; attach or link to the PDF for formatting reference.