A press release isn’t just a marketing task; it’s a strategic business move. When done correctly, it can build investor confidence, manage public perception, and solidify your position as an industry leader. Your direct involvement is what makes it powerful. The announcement carries your vision and authority, making it a reflection of your leadership. That’s why knowing how to release a press release as a CEO is a critical skill for any founder or executive. In this guide, we’ll break down the process into clear, actionable steps, from crafting a compelling message to ensuring it reaches the right people.
Key Takeaways
- Own the Narrative: A press release is your tool to guide the public conversation. Your direct involvement—from providing authentic quotes to aligning the news with your business goals—is what gives the announcement strategic power and credibility.
- Prepare for What Comes Next: The real work starts after you hit “send.” Maximize your announcement’s impact by having a media kit ready, preparing for interviews, and tracking specific metrics to understand what truly resonated with your audience.
- Combine Structure with Story: A press release that gets noticed follows a professional format while telling a compelling story. Focus on crafting an attention-grabbing headline and using authentic quotes to transform a simple announcement into a newsworthy event journalists want to cover.
What Is a Press Release? A Guide for CEOs
As a leader, you’re constantly shaping your company’s story. A press release is one of the most powerful tools in your communications arsenal to do just that. Think of it not as an advertisement, but as an official announcement to the media about something genuinely newsworthy happening in your business. Whether you’re launching a book, announcing a new executive, or hitting a major milestone, a press release gives you a direct line to journalists and helps you control the narrative from the very beginning.
Getting this right is about more than just sending an email. It’s a strategic move to build credibility, manage public perception, and secure valuable media coverage that money can’t buy. When done correctly, a press release establishes your authority and ensures your big news makes the impact it deserves. It’s your story, and a press release helps you tell it on your terms.
What It Is and Why It Matters for Your Brand
At its core, a press release is a formal announcement of news designed to capture media attention. The key word here is news. It’s an informative document, not a sales pitch. This distinction is crucial because it’s what gives the press release its credibility with journalists. For your brand, this matters immensely. A well-crafted release can manage public perception during critical moments, like a CEO transition, by reassuring investors and employees. It’s your chance to frame the conversation, highlight your company’s strengths, and build the kind of authority that positions you as a leader in your field.
Your Role in Shaping the Narrative
Your involvement as CEO is non-negotiable. A press release is a reflection of your leadership and vision, so your voice needs to be at the center of it. Your role is to ensure the message is clear, strategic, and authentically represents the company’s future direction. This often means providing a powerful quote that adds a human element and reinforces the announcement’s key takeaway. Including quotes from you and other key figures helps add credibility and shows a united front. You are the ultimate guardian of your brand’s voice, and your guidance ensures the tone of the release perfectly aligns with your company’s identity and industry standing.
How to Craft an Impactful Press Release
Once you understand the strategic value of a press release, the next step is to actually write one. This isn’t just about announcing news; it’s about telling a story that resonates with journalists, stakeholders, and your audience. A well-crafted press release can manage public perception and build confidence in your leadership. The key is a clear structure that presents your message in a way that’s both professional and compelling. Think of it as building the perfect vehicle for your announcement—every component has a purpose, and when they all work together, the message travels much farther. Let’s break down exactly how to build a press release that commands attention and gets your story heard.
The Anatomy of an Effective Press Release
Every impactful press release follows a standard format that journalists instantly recognize. Sticking to this structure ensures your announcement is taken seriously and is easy to scan for key information. Think of it as the blueprint for your message.
Here are the essential components:
Contact Information: Clear details for the media contact who can handle inquiries.
Headline: A clear, attention-grabbing title that summarizes the news, like “Global Tech Inc. Appoints Dr. Evelyn Reed as New CEO.”
Lead Paragraph: The first paragraph should immediately answer the most important questions: who, what, when, where, and why.
Body: This is where you provide the details, including the new CEO’s background, key achievements, and vision for the company.
Quotes: Include a quote from the new appointee and a board member to add a human element and credibility.
Boilerplate: A short, standardized paragraph at the end that describes your company. Your company’s About page is a great place to pull this from.
Contact Information: Clear details for the media contact who can handle inquiries.
Develop a Compelling Message
With the structure in place, it’s time to focus on the message itself. Your headline is the first—and sometimes only—thing a busy journalist will read, so make it count. Aim for something concise and informative that clearly states the news. In the body of the release, you’re not just listing facts; you’re building a narrative. Why is this change happening now? What does it mean for the future of the company? Use this space to highlight the new leader’s unique qualifications and their vision. Powerful quotes are your best tool for adding personality and authority, giving journalists memorable soundbites to use in their stories. The press we secure for our clients always features strong messaging that tells a compelling story.
Strike the Right Tone for Your Audience
The tone of your press release should be a direct reflection of your company’s brand. A press release from a playful consumer startup will sound very different from one issued by a legacy financial firm, and that’s exactly how it should be. Consistency is key. Your announcement should feel authentic to who you are as a company. This is also a critical tool for maintaining transparency. Even if you’re announcing an interim CEO or an internal promotion, a formal press release shows respect for your employees, investors, and customers by keeping them informed. It demonstrates that you are in control of the narrative and committed to open communication, which builds trust with every stakeholder. We help our diverse clients find the perfect tone for their unique brands.
Write a Press Release That Gets Noticed
Okay, you’ve defined your core message and the right tone. Now comes the fun part: putting the words on the page in a way that makes journalists stop scrolling. A press release is your direct line to the media, but it’s competing with hundreds of other announcements in a reporter’s inbox. Simply having news isn’t enough; you have to present it in a way that’s impossible to ignore. This means paying close attention to the details that separate a press release that gets deleted from one that gets published. From a magnetic headline to authentic quotes, every element plays a role in capturing attention and making your story stand out.
Think of it as building a bridge between your announcement and the journalist’s audience. If the bridge is weak—riddled with clichés, typos, or a boring headline—no one will cross it. But if it’s strong, clear, and compelling, you’re giving them a direct path to a great story. This isn’t about tricking anyone; it’s about respecting their time and intelligence by delivering a professional, newsworthy document that makes their job easier. Let’s get into the specifics of how to write a press release that truly lands and builds that bridge effectively.
Write Headlines That Grab Attention
Your headline is the single most important sentence in your entire press release. It’s your first impression, and often your only chance to convince a busy journalist that your news is worth their time. Aim for a headline that is concise, informative, and compelling—think 10 to 15 words, max. It should clearly state the news without any fluff. Use strong, active verbs and include your company’s name and the core of the announcement. For example, instead of “A New Leadership Change at Our Company,” try “Tech Innovator Jane Doe Appointed CEO of [Your Company] to Drive Global Expansion.” It’s direct, specific, and immediately tells the reader why they should care. Check out some of the headlines from our recent press features to see this in action.
Use Powerful Quotes and Testimonials
Quotes are your opportunity to inject personality and a human element into a factual announcement. They provide context and perspective that the rest of the press release can’t. A great quote gives journalists a ready-made soundbite they can easily pull for their story, making their job easier. For a major announcement like a new CEO, include a quote from the incoming leader sharing their vision, as well as one from a board member or the outgoing CEO to add credibility and show unified support. The key is to make them sound authentic, not like they were written by a committee. Avoid corporate jargon and instead, offer genuine insight and excitement. This is where you can let the personalities of your leadership team shine through.
Avoid These Common Writing Mistakes
Even the most newsworthy announcement can be sunk by a poorly written press release. To make sure your message is received loud and clear, steer clear of a few common pitfalls. First, avoid generic language and corporate buzzwords; they obscure your message and make you sound like everyone else. Be specific and direct. Second, ensure your release is free of typos and factual errors. Nothing damages credibility faster than a mistake. Finally, pay attention to formatting. Use short paragraphs, clear headings, and include your contact information prominently. A clean, well-organized document shows professionalism and respect for the journalist’s time. If you want to ensure your press release is polished and effective, our team can help you craft a message that avoids these mistakes and gets results. You can explore our PR packages to see how we support leaders like you.
Time and Distribute Your Release for Maximum Reach
Once you’ve perfected your press release, the next step is just as critical: getting it into the right hands at the right time. A brilliant announcement that no one sees is a missed opportunity. Your distribution strategy is what turns a well-written document into actual news coverage. Think of it less like hitting “send” on an email and more like a coordinated launch. The goal is to create a ripple effect that reaches journalists, investors, employees, and customers.
A scattershot approach just doesn’t cut it. Sending your release out randomly and hoping for the best is a recipe for getting lost in the noise. Instead, a strategic plan that considers the best day and time to publish, the right channels to use, and how to personally connect with key media contacts will make all the difference. This is a core part of any effective public relations strategy. By being intentional about your timing and distribution, you control the narrative, minimize speculation, and give your announcement the momentum it needs to make a real impact.
Choose the Best Time to Publish
Timing can make or break your announcement. You want to release your news when journalists are actively looking for stories, not when their inboxes are overflowing or they’re heading out for the weekend. While every industry has its own rhythm, industry data points to a general sweet spot for press releases: Thursday between 9 a.m. and 2 p.m.
Why then? You avoid the Monday morning scramble and the Friday afternoon wind-down. By Thursday, reporters are often working to fill space for their end-of-week stories. Releasing your news during this window gives you a better chance of capturing their attention. Of course, this is a guideline, not a rule. Pay attention to major industry events or breaking news that could overshadow your announcement and be prepared to adjust your timing accordingly.
Use Multiple Distribution Channels
To get the most visibility, you need to share your press release across several platforms. Don’t just rely on one method. A multi-channel approach ensures your news reaches different audiences where they are. Start by using a press release distribution service to send your announcement to a wide network of news outlets and online services.
At the same time, publish the release on your own company website, typically in a “News” or “Press” section. This creates a permanent, easily shareable record for investors, potential partners, and customers. Finally, amplify your message on your company’s social media channels. Craft posts that link back to the full release on your website, making it easy for your followers to read and share the news with their own networks.
How to Pitch the Media Directly
While distribution services provide broad reach, nothing beats a personal touch. For the outlets and journalists that matter most to your brand, a direct pitch is essential. This involves creating a curated list of reporters who cover your industry and sending them a personalized email. Keep your message brief and to the point. Introduce yourself, explain why this news is relevant to their specific audience, and include the press release either in the body of the email or as a direct link.
A strong, clear subject line is crucial for getting your email opened. This targeted approach shows you’ve done your homework and respect their work, making them far more likely to consider your story. Building these media relationships takes time and effort, but it’s often the key to securing high-value features. If you’re ready to connect with top-tier media, our team can help you build a strategy that gets results.
Prepare for What Comes After You Hit “Send”
Sending out a press release can feel like the finish line, but it’s actually the starting gun. The moment your announcement hits the wire is when the real work begins. All the effort you put into crafting the perfect message is about to pay off, and you need to be ready to capitalize on the attention it generates. Being prepared for the aftermath is what separates a press release that makes a splash from one that just disappears into the digital ether. It’s about having the right assets on hand, knowing how to handle incoming interest, and keeping your key stakeholders informed.
Think of it as hosting a party. You wouldn’t send out invitations without planning the menu or tidying up the house. Similarly, you shouldn’t send out a press release without preparing for the guests—in this case, journalists, customers, and investors—who will soon be knocking on your door. Having a clear plan for what comes next ensures you can guide the conversation with confidence and make the most of your moment in the spotlight. Our PR team specializes in helping leaders like you manage this entire process, ensuring you’re not just seen, but seen in the right way.
Build Your Comprehensive Media Kit
Before a single journalist reads your press release, you should have a media kit ready to go. A media kit is a digital folder containing everything a reporter needs to write a story about you and your company. It makes their job easier and gives you more control over how your brand is presented. A well-prepared kit shows you’re professional and serious about working with the press.
Your kit should be easily accessible and include essentials like a company backgrounder, your official logo in various high-resolution formats, and professional headshots of you and other key executives. This simple step prevents reporters from pulling outdated logos or low-quality photos from a Google search. Having these assets prepared helps you secure the kind of polished media placements that build credibility.
Handle Media Inquiries and Interviews with Confidence
Once your press release is out, you can expect inquiries to start coming in. The key is to handle them with poise and professionalism. Designate a single point of contact—whether it’s your internal communications lead or your PR firm—to field all media requests. This ensures a timely, organized response and prevents any mixed messages.
When it’s time for an interview, preparation is everything. Work with your team to anticipate potential questions and refine your key talking points. Your goal is to stay on message, reinforcing the core announcement from your press release while adding personal color and authority. This is your chance to shape the narrative directly. If you need help mastering this skill, we can schedule a call to discuss media training and interview preparation.
Manage Expectations with Stakeholders
While your press release is aimed at the public, don’t forget your internal audience. Your employees, investors, and board members should always hear major news from you first, not from a news alert. Brief them just before or as the release goes live to maintain trust and ensure everyone is aligned. This transparency is crucial for morale and confidence.
It’s also important to set realistic expectations for what the press release will achieve. While a feature in a top-tier publication is a great goal, the primary purpose is to communicate a specific message clearly and officially. Success isn’t just measured in headlines; it’s measured in how well you control the narrative and support your company’s long-term vision. We’ve helped many clients achieve this by integrating press releases into a broader, strategic communications plan.
How to Measure Your Success
Once your press release is out in the world, your work isn’t over. In fact, one of the most important phases is just beginning. Sending a release without tracking its performance is like giving a speech with your eyes closed—you have no idea if anyone is listening or how your message is landing. Measuring your success is about more than just vanity metrics; it’s about gathering the intelligence you need to refine your strategy, prove your ROI, and make smarter decisions for your brand moving forward.
This isn’t just about seeing your name in lights. It’s about understanding the tangible impact of your story. Did it reach the right people? Did it prompt them to act? Did it shift perception? As a leader, you need to know if your communications are hitting the mark and contributing to your larger business objectives. By focusing on the right metrics and analyzing the results, you can turn every press release into a valuable learning opportunity that strengthens your overall PR efforts. It’s how you move from simply making announcements to strategically shaping your public narrative. Let’s look at what you should be tracking to make that happen.
Key Metrics to Track
Success looks different for every announcement, but you need a clear way to gauge your impact. Start by looking at media pickups—how many outlets ran your story? More importantly, consider the quality of those placements. A single feature in a top-tier industry publication is often more valuable than dozens of mentions on unknown blogs. From there, you can track media coverage and social media engagement to see how the story is spreading. Look at referral traffic to your website to see if the release is driving interest, and monitor social media for shares and sentiment. The ultimate goal is to connect these efforts to business outcomes, like new leads or sales.
Analyze the Results and Take Action
Gathering data is just the first step; the real value comes from analysis. Look at the results and ask what they tell you. Did the outlets that picked up your story include your key messages and your quote? What was the tone of the conversation on social media? This qualitative feedback is just as important as the numbers. By monitoring and measuring results, you can evaluate what worked and what didn’t. Perhaps a different headline would have performed better, or maybe your timing was slightly off. Use these insights to refine your approach for the next announcement and share them with your team to keep everyone aligned.
Overcome Common Press Release Challenges
Even the most carefully planned press release can hit a snag. From unexpected media questions to managing internal reactions, challenges are part of the process. But don’t let that discourage you. With a proactive mindset and a clear strategy, you can handle these hurdles gracefully and turn potential problems into opportunities to strengthen your brand’s narrative.
Address a Potential PR Crisis Head-On
When facing a potential PR crisis, your first instinct might be to stay quiet. However, silence can often be more damaging than the issue itself. A press release allows you to control the narrative and address the situation on your own terms. This is especially true during sensitive moments like a leadership change. A well-written announcement for a new CEO can manage public perception, reassure investors, and keep employee morale steady. By being transparent and direct, you build trust and show that your company is leading with integrity, even when the news is difficult. It’s about getting ahead of the story before someone else tells it for you.
Maintain a Consistent Message
Every press release you issue is a piece of your brand’s identity. That’s why maintaining a consistent message is non-negotiable. The tone and style should always align with your company’s voice, whether you’re announcing a major product launch or a minor internal update. This consistency builds recognition and trust with both journalists and your audience. To achieve this, make sure every release is concise, relevant, and accurate, with a strong headline and clear call to action. By ensuring every communication reflects your core values, you create a cohesive and powerful brand story. Our past clients have seen firsthand how a steady, consistent voice reinforces their authority and market position.
Fit Press Releases into Your Broader PR Strategy
A press release should never exist in a silo. Think of it as a single, powerful move in a much larger chess game—your overall public relations strategy. When you treat it as an isolated announcement, you get a momentary blip on the radar. But when you integrate it into your broader brand narrative and business objectives, it becomes a strategic asset that builds momentum over time. Each release is an opportunity to reinforce your company’s mission, showcase your leadership, and steer the public conversation in a direction that serves your long-term vision.
Your role as a CEO is to ensure that every piece of communication, especially one as visible as a press release, is intentional. It’s not just about getting your news out there; it’s about what that news accomplishes for your brand. Does it build credibility with investors? Does it attract top talent? Does it position you as an innovator in your field? By connecting each press release to a larger purpose, you transform a simple communication tool into a cornerstone of your company’s growth and reputation management. This strategic mindset is what separates a forgettable announcement from a story that captures attention and drives real results.
Align Each Release with Your Core Goals
Before your team drafts a single word, you need to answer one critical question: What is the primary goal of this announcement? Every press release must be directly tied to one of your core business objectives. For example, announcing a new CEO isn’t just about sharing a name; it’s a strategic move to manage public perception, maintain investor confidence, and ensure employees feel secure. Similarly, a new product launch release aims to drive sales, while a partnership announcement might be designed to build market credibility. By defining the specific outcome you want, you ensure the message is sharp, focused, and measures up to your strategic goals. This clarity will guide the tone, content, and distribution of your release.
Work With Your PR Team for Maximum Impact
You are the visionary, but you don’t have to be the entire communications department. Crafting and distributing a press release is a team effort. Your expert public relations team is your most valuable partner in this process. They ensure the messaging is compelling and aligns with your brand voice. They also work with other key departments, like legal and investor relations, to make sure every statement is accurate and compliant. Once the release is finalized, your PR team handles the critical work of distributing it to the right channels and pitching it to journalists who will connect with your story. Leaning on this expertise is how you get your message in front of the right audience and achieve the greatest possible impact.
How to Maximize Your Impact as a CEO
A press release is more than just a formal announcement—it’s a powerful tool for you, as a leader, to shape your company’s story and solidify your own influence. While the release speaks for the organization, your voice and vision are what bring it to life. Every announcement, from a new product launch to a strategic partnership, is an opportunity to reinforce your leadership and connect with your audience on a deeper level.
Think of it this way: the company provides the news, but you provide the narrative. By actively participating in the press release process, you ensure the message is not only heard but also felt. This is your chance to manage public perception, inspire your team, and build confidence among investors and customers. Maximizing your impact comes down to strategically using your personal brand and making sure your message reaches every corner of your network.
Leverage Your Personal Brand
As the CEO, your personal brand is inextricably linked to your company’s reputation. A press release is a prime opportunity to put your unique leadership style and vision front and center. When announcing a major company milestone, for example, your quotes shouldn’t sound like they were written by a committee. They should reflect your authentic voice and clearly articulate your perspective on why this news matters. This is how you build trust and create a genuine connection with the public.
A well-crafted release helps you steer the conversation, especially during critical moments like a leadership transition or a new funding round. It’s your platform to reassure stakeholders and get everyone excited about the future. The tone you strike should align perfectly with both your personal brand and the company’s identity. With expert guidance, you can ensure every press release reinforces a consistent and compelling narrative that strengthens both your brand and the company’s.
Amplify Your Message on Your Platforms
Once your press release is sent out to the media, your work isn’t finished. The next step is to amplify it across your own channels to extend its reach and add a personal touch. Share the news on your personal LinkedIn, X (formerly Twitter), and other relevant social media profiles. Don’t just post the link; add your own commentary explaining why you’re excited about the announcement. This personal endorsement encourages your network to engage with and share the news.
Your company’s platforms are just as important. Post the press release in the news or blog section of your website and share it through your company’s social media accounts and email newsletters. To make the announcement more engaging, include strong visuals like a professional headshot or a short video of you discussing the news. By distributing the message across multiple channels, you create a surround-sound effect that leads to more visibility and successful media placements.
