Writing a press release in English can feel intimidating when it's not your first language. But here's the truth: journalists and editors don't expect literary genius. They want clarity, speed, and the right information in the right order.
I've worked with non-native professionals for years. The ones who succeed aren't the ones with perfect grammar. They're the ones who follow a clear structure and avoid common traps. Let me walk you through exactly how to do that.
What makes a press release work
A press release has one job: get a journalist interested enough to write a story. That's it. It's not an advertisement. It's not a detailed report. It's a pitch.
To do that, you need to answer five questions immediately:
Cover these in the first paragraph. Journalists scan. If you bury the lead, they move on.
The exact structure to follow
Most press releases follow a simple template. Memorise it, and you'll never start from zero again.
Headline
Write a clear, active headline. Use the present tense. Avoid puns and wordplay — they rarely translate well.
Bad: "New Software Solution Helps Companies Save Money" Good: "GreenTech Launches Solar Tracker That Cuts Energy Costs by 40%"
Keep it under 15 words. If you can't summarise your news in one line, you're not ready to send it.
Dateline
Start the body with the city and date in all caps:
LONDON, 23 June 2026 — ...
Lead paragraph
Answer the five Ws in 2-3 sentences. This is the most important part of your press release.
LONDON, 23 June 2026 — GreenTech today launched the SolarPro 3000, a solar tracking system that reduces commercial energy costs by up to 40%. The system uses AI to predict weather patterns and adjust panel angles automatically. It will be available in Europe starting next month.
Body paragraphs
Add context and supporting details. Include a quote from a company executive or an industry expert. Quotes add personality and make the story more quotable.
"We wanted to make solar energy smarter," said Maria Torres, CEO of GreenTech. "The SolarPro 3000 doesn't just follow the sun — it anticipates it."
Keep each paragraph to 2-3 sentences. Short paragraphs are easier to read and harder to mess up grammatically.
Boilerplate
This is a standard paragraph about your company. Write it once, use it every time. Keep it to 3-4 sentences.
About GreenTech: Founded in 2020, GreenTech develops AI-powered energy solutions for commercial buildings. The company serves over 500 clients across 12 countries and is headquartered in London.
Media contact
Provide name, email, and phone number. That's it. Don't add social media links unless they're directly relevant.
A mini template you can copy
Here's a cleaner version you can adapt right now:
HEADLINE: [Company Name] Announces [News]
DATELINE: CITY, Date — [Lead paragraph with who, what, when, where, why]
[1-2 sentences adding context]
"[Quote from spokesperson]"
[1-2 sentences on impact or next steps]
About [Company]: [Standard boilerplate]
Media Contact: [Name] — [email] — [phone]
Three mistakes non-native writers make
1. Writing too formally
Business English doesn't mean old-fashioned English. Don't write "commence" when you mean "start", or "utilise" when you mean "use". Simple is stronger.
2. Forgetting the "so what"
You know your product inside out. Journalists don't. Always connect your announcement to something a reader would care about. Not "we launched a feature" but "this feature saves your readers 10 hours a week."
3. Overusing adjectives
"Groundbreaking," "revolutionary," "unique" — these words are invisible to journalists. They've seen them too many times. Stick to facts and numbers.
One last tip
Read your press release out loud. If a sentence feels awkward when spoken, rewrite it. Your ear catches problems your eyes miss. Especially for non-native writers, this simple habit catches grammar issues and unnatural phrasing.
Need a second opinion? Test your English level free on English Measure — you'll get a clear picture of your reading, writing, listening, and speaking skills. Then you'll know exactly which areas to polish before your next press release goes out.
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