How to Write a Press Release with AI

A press release follows a predictable format because journalists skim hundreds of them. The standard parts are: - A release line: 'FOR IMMEDIATE RELEASE', or an embargo date and time. - A headline, and optionally a subheadline. - A dateline, giving the city and date. - A lead paragraph that answers who, what, when, where and why. - Body paragraphs in 'inverted pyramid' order, most important first, so an editor can cut from the bottom. - One or two quotes. - A boilerplate 'About' paragraph describing the organization. - Media contact details. - An end mark, traditionally '###'. Many releases run about one page. AI handles this format well, which creates two risks. The first is canned language. Models default to phrases like 'We are thrilled to announce' and 'a leading provider of innovative solutions', which reporters ignore. A useful quote adds what the facts cannot: an opinion, a reason, a stake or a vivid detail from someone who was there. The second risk is fabrication. Never publish a quote attributed to a real person unless that person has reviewed and approved it. Check every date, figure and name against your fact sheet. Fit the story to the outlet. Local papers want local people and local impact. Trade publications want data and implications for the field. Broadcast outlets want visuals and interviewees. For a small nonprofit, a short personalized pitch to the right reporter often achieves more than paying a wire service to distribute the release widely. Wire distribution can help with visibility, but it does not guarantee coverage. The common misconception is that a release is the story. It is a tool that helps a journalist decide whether a story exists, and how easy you make that decision matters.