How to Write a Press Release for Digital PR

Written By Sophie Rhone

Why Press Releases Still Matter in Digital PR

Press releases have had a reputation problem for years. People assume journalists ignore them, or that they’re “old school”. The reality? A smart press release is still one of the most reliable ways to get your story picked up, and in Digital PR, it’s the engine behind coverage, links, and brand authority.

The difference in 2025 is that your release has to work harder. It needs to be written for journalists and for search engines, AI platforms, and entity recognition. That’s what makes a Digital PR press release different from a traditional one.

The Anatomy of a High-Impact Digital PR Press Release

Here’s the structure we use at Cupid PR when we’re writing releases that land in top-tier outlets and drive measurable SEO value.

Lead with the Headline a Journalist Would Actually Use

This isn’t the place for brand slogans. Your headline should:

  • Be instantly clear and newsworthy

  • Lead with the strongest stat, trend, or hook

  • Sound like it belongs in a newsroom

Think: “Brits waste £1.7bn a year on unused gym memberships” — not “Company X launches survey into gym habits.”

Open with the Hook, Not the Brand

The first line is where most releases lose momentum. If you open with who the client is, you’ve already lost the journalist. Start with the story:

  • A surprising stat

  • A timely trend

  • A cultural reference

Only after that do you weave in the brand naturally.

Make Data Your Anchor

Digital PR campaigns rise or fall on evidence. The strongest releases are built on:

  • Surveys with 2,000+ respondents (minimum for national credibility)

  • Official datasets (ONS, Gov.uk, industry bodies)

  • FOI requests

  • Internal client data, if robust and unique

Numbers talk. Adjectives don’t.

Use Quotes That Add Real Value

Most quotes are filler. In Digital PR, they should either:

  • Give expert analysis of the data

  • Provide actionable advice

  • Offer cultural or industry context

If your quote starts with “We’re delighted…”, cut it.

Keep It Journalist-Friendly

Press releases that land coverage are easy to lift from. That means:

  • Short paragraphs (two to three lines max)

  • Bullet points for key takeaways

  • Tables or rankings if relevant (journalists love these)

Always write with the mindset: “Could a journalist copy and paste this into a live article with no edits?”

Write for Search, Not Just the Newsroom

This is where a Digital PR press release earns its keep. You’re not just writing for today’s article, you’re writing for tomorrow’s search engine and AI results. At Cupid PR, we build in:

  • Branded mentions that read naturally

  • Anchor text that Google and LLMs can recognise

  • Entity-rich phrasing that connects your client with their topic

It’s not about keyword stuffing, it’s about future-proofing brand visibility.

Boilerplate: Short and Sharp

You still need a boilerplate, but keep it tight. Two or three sentences on who the brand is and what they do. No more.

Common Mistakes That Kill a Press Release

  • Too much brand focus: journalists don’t care.

  • Fluffy quotes: cut them and replace them with expert insight.

  • Overwriting: a release isn’t a blog; it’s a briefing doc for the press.

  • Weak data: Opinions won’t land links. Evidence will.

The press release isn’t dead. It’s just evolved. In Digital PR, it’s less about broadcasting and more about building the perfect bridge between brand, journalist, and search visibility.

If you can master the formula, hook first, strong data, sharp quotes, journalist-friendly structure then  your releases won’t just land headlines. They’ll earn backlinks, brand mentions, and authority that compounds long after the article goes live.

That’s the Cupid PR approach: releases that work in the newsroom, and work in search. Get in touch today and book a free Digital PR Strategy call.

Sophie Rhone
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