Professional Writing Practice: How to Draft a Press Release

Contents

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Introduction: How to Approach This Writing Workout

Hi everyone! Today, we’re shifting gears to a more formal type of writing often needed in professional contexts and sometimes tested indirectly in exams (e.g., writing formal emails, reports): the press release. It might seem specialized, but the skills involved – clarity, conciseness, conveying key information – are valuable everywhere.

Here’s our game plan for this session:

Understand the Challenge: We’ll define what a press release is and its purpose in today’s task.
Map Out the Structure: Press releases have a standard format. We’ll outline the key components.
Walk Through the Drafting Process: We’ll go step-by-step, from gathering info to writing and refining each section, highlighting common pitfalls.
Review the Checklist: Summarize the essential elements of a good press release.
Take the Optional Challenge: Put your new skills to the test with a different scenario!

Ready to sound professional? Let’s draft!

The Challenge: Announcing an Eco-Friendly Product Line

Imagine you work for a company called “GreenLiving Essentials.” Your task is to draft a press release (approx. 300-400 words) announcing the launch of a new line of biodegradable, bamboo-based kitchenware (e.g., plates, cutlery, cups). The goal is to inform the media (and potential customers) about this launch, highlighting its key features and benefits.

This requires a specific structure and tone – factual, informative, and slightly promotional but still professional.

Our Plan: The Standard Press Release Structure

A press release generally follows this structure:

FOR IMMEDIATE RELEASE: Standard header.
Headline: Catchy, informative title summarizing the news.
Dateline: City, State/Country – Release Date.
Introduction (Lead Paragraph): The most important info (Who, What, When, Where, Why) in one concise paragraph.
Body Paragraphs: Expand on the details – product features, benefits, quotes from key people, market context.
Boilerplate: Standard short paragraph about the company.
Contact Information: Media contact details.
### (End Mark): Signals the end of the release.

Step-by-Step Walkthrough: Drafting the Press Release

Step 1: Gather Key Information (Pre-computation/Analysis)

Before writing, what info do we need for GreenLiving Essentials’ bamboo kitchenware?

Who: GreenLiving Essentials.
What: Launching a new line of biodegradable, bamboo-based kitchenware. Let’s call it the “TerraWare Collection.”
When: Announcing the launch now, maybe available from next month.
Where: Available online at [website] and perhaps select retail partners.
Why: To offer sustainable alternatives to single-use plastics, meet consumer demand for eco-friendly products.
Key Features: Biodegradable, made from sustainable bamboo, durable, reusable (for a time), stylish design.
Quote: Need a quote from someone like the CEO or Product Manager about the company’s commitment or product vision.
Company Info: Brief description of GreenLiving Essentials’ mission.
Contact: A fictional media contact.

Step 2: Craft the Headline & Dateline

The headline needs to grab attention and state the core news. The dateline sets the context.

Weak Headline: New Products Launched
Better Headline: GreenLiving Essentials Launches “TerraWare Collection”: Sustainable Bamboo Kitchenware for Eco-Conscious Consumers
Dateline Example: BEIRUT, LEBANON – May 4, 2025

Step 3: Write the Introduction (Lead Paragraph)

Get the crucial 5 Ws (Who, What, When, Where, Why) in here immediately.

Drafting the Lead:

GreenLiving Essentials today announced the launch of its innovative “TerraWare Collection,” a new line of biodegradable kitchenware crafted from sustainably sourced bamboo. Available online starting June 1, 2025, the collection offers consumers stylish and durable alternatives to single-use plastics, reinforcing the company’s commitment to environmental responsibility.

Critique: This covers the basics well. It’s clear and concise.

Step 4: Develop the Body Paragraphs

Now expand on the details: features, benefits, the ‘why’, and include a quote.

Common Mistake: Making it sound too much like a sales pitch with overly enthusiastic language (“Amazing! Revolutionary!”). Keep it factual and professional, letting the benefits speak for themselves. Another mistake is burying key information deep in the body.
Drafting Body Paragraph 1 (Features/Benefits):

The TerraWare Collection includes plates, bowls, cups, and cutlery, all designed for both functionality and aesthetic appeal. Made entirely from fast-growing, renewable bamboo fiber, the products are fully biodegradable and compostable, offering a significantly reduced environmental footprint compared to traditional plastic or paper disposables. Despite their eco-friendly nature, TerraWare items are durable enough for repeated use and suitable for various occasions, from picnics to daily meals.

Drafting Body Paragraph 2 (Quote & Vision):

“We believe sustainable living shouldn’t require compromising on style or convenience,” said [Fictional CEO Name], CEO of GreenLiving Essentials. “With TerraWare, we aimed to create beautiful, practical kitchenware that aligns with our customers’ values and contributes positively to the planet. This launch marks a significant step in our mission to make eco-conscious choices accessible to everyone.”

Step 5: Write the Boilerplate

This is a standard ‘About Us’ paragraph.

Boilerplate Example: About GreenLiving Essentials: GreenLiving Essentials is dedicated to providing high-quality, sustainable, and ethically sourced products for everyday life. Founded in [Year], the company strives to empower consumers to make environmentally responsible choices without sacrificing quality or design.

Step 6: Add Contact Information & End Mark

Crucial for media follow-up. The ### indicates the end.

Contact Example:

Media Contact:

[Fictional Name]

[Fictional Title]

GreenLiving Essentials

[Fictional Email Address]

[Fictional Phone Number]

[Company Website]

###

Step 7: Review and Refine

Read through the whole thing. Check for:

Clarity & Conciseness: Is the language clear? Are there unnecessary words?
Accuracy: Are all the key facts included and correct?
Tone: Is it professional, informative, and objective (even while highlighting benefits)?
Structure: Does it follow the standard press release format?
Grammar & Spelling: Proofread carefully! Errors undermine credibility.
Polished Sample Press Release (approx. 330 words):

FOR IMMEDIATE RELEASE

GreenLiving Essentials Launches “TerraWare Collection”: Sustainable Bamboo Kitchenware for Eco-Conscious Consumers

BEIRUT, LEBANON – May 4, 2025 – GreenLiving Essentials today announced the launch of its innovative “TerraWare Collection,” a new line of biodegradable kitchenware crafted from sustainably sourced bamboo. Available online at [company website] starting June 1, 2025, the collection offers consumers stylish and durable alternatives to single-use plastics, reinforcing the company’s commitment to environmental responsibility.

The introduction of the TerraWare Collection addresses the growing consumer demand for sustainable products and provides a tangible way for individuals to reduce their reliance on conventional plastics. GreenLiving Essentials ensures ethical sourcing and production processes for all its products.

About GreenLiving Essentials:

GreenLiving Essentials is dedicated to providing high-quality, sustainable, and ethically sourced products for everyday life. Founded in [Year], the company strives to empower consumers to make environmentally responsible choices without sacrificing quality or design.

Media Contact:

[Fictional Name]

[Fictional Title]

GreenLiving Essentials

[Fictional Email Address]

[Fictional Phone Number]

[Company Website]

###

Wrap-up: Key Press Release Takeaways

Writing an effective press release involves:

Standard Format: Following the expected structure (Headline, Dateline, Lead, Body, Boilerplate, Contact, End Mark).
Clarity & Conciseness: Getting straight to the point, avoiding jargon and fluff.
Key Information First: Putting the most important details (5 Ws) in the lead paragraph.
Factual & Professional Tone: Presenting information objectively, even when highlighting benefits. Using quotes strategically.
Proofreading: Ensuring accuracy in facts, grammar, and spelling.

Optional Writing Challenge!

Think you’ve got the hang of it? Try this:

Draft a short press release (around 300 words) for a local library announcing a new series of free digital literacy workshops for senior citizens.

Focus on including the key information (what, when, where, why, who it’s for), adding a quote from the librarian, and following the standard format. Remember, practice is the only way to build writing fluency and confidence! Good luck!