How to Make a Press Release

Planning to pitch a story? We've got you covered with this guide on how to make a press release, including a complimentary downloadable template.

If you would like to submit your press release to Stockholm Valley, please send it to our Editor-in-Chief Daniel, daniel@stockholmvalley.com

What is a Press Release?

A press release is a short, factual news announcement issued by a company or individual to share noteworthy developments with the media and public. At Stockholm Valley, we use press releases to document important company updates, startup launches, funding rounds, partnerships, executive hires, or any significant story worth sharing with journalists, editors, and readers.

Press releases help startups grow by getting attention in the right places. They can build credibility, attract investor interest, and encourage media outlets to cover your story. In a crowded tech landscape like Stockholm's, a good press release can be the difference between being overlooked and being featured.

They’re used when you have something to say that holds news value. If the update could interest a journalist or editor, or if it’s the kind of story you could imagine reading on a publication like Stockholm Valley, then it’s a good candidate for a press release. The goal is to tell your story clearly so that others want to help you share it.

Real Example of a Press Release

We’ve included a downloadable example press release directly on this page. This file shows what a clean, professional release looks like. It’s worth downloading and reading. Study its tone, structure, and the way it flows. If you’re not familiar with how a press release is laid out, it will give you an immediate understanding of what works.

You’ll notice how it’s organized and easy to scan. Reporters and editors don’t have time to hunt for meaning, so clarity and structure are essential. We’ll break down each section of the example in the next part of this guide.

Download the Press Release Template

We’ve also attached a downloadable press release template in Word format. You can open it, edit it, and start drafting your own news in minutes. This is the same template we use internally at Stockholm Valley and recommend to any startup that wants to do things right.

Before jumping into editing the template, it’s a good idea to read through this full guide. You’ll gain a deeper understanding of each part, so when you write, you’re not just filling in blanks. You’re thinking like a journalist.

How to Write a Press Release

Headline of the Press Release

This is your attention-grabbing one-liner at the top. Think of it as the summary a journalist will read to decide if they want to keep reading. It’s also the line that might inspire the headline of the eventual news story.

Imagine you had one breath to tell the world what just happened. What would you say? That’s your headline. Keep it tight, direct, and specific. Avoid jargon or cleverness. Go for clarity and impact.

Subheadline of the Press Release

Underneath the headline comes a short, one-sentence subheadline that adds context. This subheadline should support the headline by answering the reader’s next question; it builds on what’s just been said and gives a clearer picture of what the press release is about.

It’s not a second headline. It’s more of an explainer that helps editors and journalists understand the importance of what they’re reading. If they had to pitch this story to their editor, this is the convincing line they might quote.

Date

Always add a date at the top of your press release. This can either be the date the press release is being issued or the date of the event it references. That choice depends on the timing.

For example, if you’re referencing something that happened 'last week', your press release should be dated when it was written. If the press release is announcing something scheduled for the future, the event date should be the focus. It gives your release a timestamp that grounds the rest of the text.

Opening Paragraph

This is your hook. The first paragraph should answer the "five Ws": Who?, What?, When?, Where?, and Why?. It should summarize the entire release in a short paragraph. As Jan Carlzon once described, the first 15 seconds matter most, this is your "moment of truth."

If someone only reads this paragraph, they should walk away knowing exactly what happened and why it’s relevant. Don’t bury the lead. Make your first paragraph count.

Second Paragraph

Here’s where you start expanding. This paragraph provides more context on why this news matters. Is it part of a bigger trend? Does it signal momentum? Is it a first for your company?

This is also a good spot to introduce a quote from someone in your company. Maybe your CEO, a team member, or an investor. The quote should sound human and highlight the importance of the announcement.

Quote

Quotes help put a face and voice to your story. A quote from the founder or key team member can express the vision or emotion behind the news. It also gives editors something to pull if they choose to cover your story.

Keep it short. Stick to one or two sentences. Avoid vague praise or marketing speak. Make it real and rooted in the context of your announcement.

If you want to include more than one quote, make sure they each add something new. Different perspectives can be helpful, like one from an investor and one from the founder.

Third Paragraph

Not always necessary, but useful when there’s more to say. This is where you add details that didn’t fit above. Maybe it’s related background on your company, the product, or the market. Or maybe you want to explain what led up to this moment.

Stick to simple, declarative sentences. Don’t over-complicate it. If your message is already clear, this section might not be needed. But if there’s helpful context you haven’t covered yet, this is the place for it.

Finishing Paragraph

This is your conclusion. Wrap things up with a reflection or a next step. Share what comes next or what you hope to achieve. If there’s more to the story down the road, hint at it. Remember, we want to hear your thoughts and reflections as you know your story better than anyone.

You should also offer an invitation to follow-up here. Let editors know you’re open to sharing additional quotes, offering product images, or setting up interviews. Make it easy for them to say yes to covering your story.

The Technicals

The bottom section of a press release is where you standardize your company’s information. This should always include a short, two-sentence biography about your company. Be specific. No vague phrases like "revolutionizing the industry" or "changing the world." Tell people clearly what you do and who you serve.

This boilerplate should be the same across all your press releases. It helps build recognition and consistency.

After that, list your media contact. This should be someone reachable who can quickly respond to press inquiries. Include their name, title, email, and phone number if possible. Make it easy for journalists to get what they need.

Finally, name your file correctly. Use the following format:

[CompanyName]-[Subject]-PressRelease-[YYYY-MM-DD].docx

For Stockholm Valley’s launch announcement, for example, the filename would be:

Stockholm Valley Launch Press Release 2025-05-11.docx

This ensures your file is easy to sort, understand, and find later.

Congratulations on your first press release! You can now share it with our Editor-in-Chief Daniel, daniel@stockholmvalley.com