As a press release distribution agency, we’ve seen hundreds of press releases for every niche and type you can think of. And while no two press releases are the same, certain features are consistent in the standard press release format.

If you’re a business that intends to put out press releases, you should be aware of the standard procedures, as they help your business come off as more professional. Specifically, you should be aware of the 5 Ws of press release writing as PRs are considered incomplete without them, and they make them more engaging to read.  The five Ws are as follows:

•  Who 

One of the very first things to be included in a press release is the who. The who, in this case, refers to the relevant parties to whom the development pertains. This is not limited to just companies, but also individuals. Say you issue a press release announcing the launch of a brand-new product. The who, in this case, is the company that is launching the product. 

Imagine going through a press release and discovering that an amazing development is happening, but you have no idea which company or individuals it is happening to or with. You’ve basically wasted your time, and the company has wasted money putting out their press release. 

This is why the very first thing to appear in a press release after the heading and the date is the name of the relevant parties. Besides just stating the name, it is also worth stating what the company does so as to give more context. Unless you’re Google or Microsoft, most people will not immediately know what your company does just based on the name. As such, giving more context in the same sentence will help.

An example of a well-written opening sentence is, “ABC, a top microchip manufacturer, has announced the launch date of its next line of microchips”.

In this case, the who has been very properly explained, as we know what the name of the company is and what they do.

•  When

Virtually every development that a business could report on will take place at a specific point in time, and customers need to know this. Just like with our earlier point, there is no benefit in telling customers that you are launching a new product, but not telling them when the product is going to hit the market. Because, ultimately, you want the people who read your press release to act on the information within it, and one of the ways they will act on it is by making a purchase, engaging with your business, and so on. However, they have to know when this is happening.

This is why, ideally, the dates and times of the development and question should be mentioned in the first paragraph, if not the first sentence. Using our example sentence, you could say, “ABC, a top microchip manufacturer, has announced the launch date of its next line of microchips  on July 1st 2025.” 

One thing to keep in mind is that some people might only read the first few sentences of the press release, and you want to make sure the most important information is included.

•  Where

Beyond when the development is happening, a press release should also include where it is taking place. This helps customers know where to go to engage with your business or simply gives more context about the development. If your new line of microchips is going to be available via your website or via specific retailers, you should state this plainly in the press release. And just like our other Ws, they should be said in the first paragraph of the press release, ideally. If the development is going to take place on a website, you should ideally link to it within the press release.

Always keep in mind that you are more invested in your business than anyone else, and for the most part, people are not going to scour the internet trying to find out where your product or service is going to be sold and will simply leave without taking action. So, whether it is in the material or virtual world, make sure this is dated.

•  What

After your readers know who the business is, they then need to know what exactly is happening. After all, there’s not much benefit in simply knowing that a business is doing something, but not knowing the actual thing. So, your next step will be to specify what exactly is happening. Are you launching a new product? Is your business getting new leadership? Are you collaborating with another company? State plainly what exactly is going on in a single sentence and then expand on it later in the press release.

•  Why

Within the press release, you also need to explain why certain developments are taking place and, even more, why the reader should care. So you are launching a new line of microchips. Why is this relevant? Are these microchips the latest in an ongoing series? Are they especially efficient? Later on in the press release, you can expand on the details of the development to explain why it is relevant, why your business is doing it, and why people should care.

Bonus: How

If there is space within the press release and you feel it’s necessary, you can also explain how this development is taking place. Say you’ve announced a collaboration with another company. You could explain how it came to be if you think it is relevant for the reader to know. If done well, this can make the press release more robust.

Conclusion

Press release writing can be a tricky affair, but it is made much simpler by knowing the relevant factors to include. As we’ve noted in this article, the five Ws:  who, what, when, why, and where, along with how, should be included. These will keep your press releases relevant and aid you throughout the writing process. If you find yourself struggling with this at any point, feel free to reach out to a service like what we offer here at XpressWire to get you started.