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How to Develop AI Prompts for Press Releases (with Examples)

Published: July 17, 2025       Updated: July 17, 2025

32 min read

Writing a good press release starts long before you type the first sentence. It begins with asking the right questions and gathering the key information that will shape your story. In the age of AI, press release writing is evolving – but strong prompts and preparation are essential to get quality output from an AI tool. This guide will show PR and marketing professionals how to develop effective prompts for writing a press release with AI, including what questions to ask your subject-matter experts (SMEs) and examples of good press release elements. Let’s dive in.

Why Press Releases (Still) Matter in 2025

Press releases remain one of the most widely used methods of mass communication for businesses. They help spread the word about your company, product, or service and can attract valuable press coverage (earned media) that builds your reputation. In fact, many journalists still rely on press releases as a primary source of information for news stories, pitches, and feature ideas. A well-written, compelling press release is a priceless piece of content – it can disseminate corporate news internally, boost SEO through online coverage, and inform external audiences of important developments.

However, not every announcement warrants a press release. One of the first questions to ask is: Do we even need a press release for this? Press releases are helpful, but they are not a cure-all for every PR need. For a single high-profile target or a very niche story, a personalized pitch or summary might work better. Always consider if a press release is the right vehicle or if a more tailored communication would be more effective.

If a press release is the right approach, you then need to clarify the story you want to tell. In simple terms, ask yourself: “What is the news, and why does it matter?” Identifying the core message (the what) and its importance or impact (the why) will focus your release on what the target audience truly cares about. For example, what might be the launch of a new product or a big partnership, but the critical part is why your audience should care – perhaps it solves a problem, represents a trend, or benefits the community in some way.

AI can help you craft the press release, but it’s only as good as the input you give it. A generative AI model won’t magically know why your news is important – you have to tell it. That’s why developing a strong prompt is crucial. A good prompt includes the key facts and messages, and often that information comes from talking to your internal experts first. In the next section, we’ll cover specific questions to ask during your SME call or briefing, to gather everything you need for a solid press release prompt.

chatgpt prompts for news releases

Step 1: Gather Key Information – Questions to Ask the SMEs

Before you even open an AI writing tool, you should collect all the relevant details about the announcement. This usually means interviewing your client or internal subject-matter experts (SMEs) who have the details. Come prepared and organizedhaving a list of questions ensures you don't miss important points. Here are some essential questions (categorized by announcement type) that will set you up with rich material for your prompt:

General Announcement (for any press release):

  • What exactly are we announcing, and why is it important? (This nails down the core news and its significance.)

  • Who is affected or who should care about this news, and why? (Identifies the target audience and stakeholders.)

  • What evidence or proof points support our claims? (Any data, statistics, case studies, or third-party validations that add credibility.)

  • How does this announcement fit into the larger company story or strategy? (Contextualize it within your company’s vision or ongoing narrative.)

  • Who will be quoted in the press release? (Decide on a spokesperson – usually an executive or expert – whose voice will add personality and authority.)

Momentum Announcement (growth or company milestones): A strong momentum press release highlights recent growth with metrics and milestones. Ask:

  • What growth metrics can we share? For example, year-over-year or month-over-month percentage increases in revenue, users, sales inquiries, etc. (“By what percent have key metrics grown?”).

  • What recent milestones have we hit? Consider notable achievements like new customer wins (even if you can’t name them, you might say “a Fortune 500 retailer” for example), major projects completed, big hires or team growth, or product usage milestones.

  • What is driving this momentum and why is it significant now? (This helps explain the why now for the press release – e.g. market demand, seasonal uptick, new strategy payoff, etc.)

Product Launch Announcement: If you’re announcing a new product or solution, get details that will matter to potential customers:

  • Who should care about this product, and why? (Identify the target customer or industry and the pain point this product addresses.)

  • What customer problem does this product solve? (Define the need or challenge out there that prompted your company to create this product.)

  • What are the top three benefits or business outcomes of using this product? (Think in terms of how it will help customers save time, save money, increase efficiency, boost security, etc.)

  • What are the key features or innovations of this product? (Any unique tech, patent-pending process, or standout feature set to highlight.)

  • How does this offering address a market challenge in a new way? (Establish what’s novel – why hasn’t this been solved before, or how are you doing it better?)

  • What’s the expected impact or goal for this product’s launch? (For instance, “We anticipate onboarding 50 new clients in the first quarter” or expanding into a new market segment.)

  • Who is the ideal buyer or target customer? (Specify roles or industries, e.g. “IT managers at mid-size retail companies.”)

  • Do we have a customer or analyst who can be quoted endorsing this product? (A testimonial can add weight – if yes, plan to include a quote from them with permission.)

New Executive Hire Announcement: When announcing a new executive (CXO, VP, etc.) joining the company, the press release often includes a quote from that person and highlights their background. Questions to ask the new exec:

  • What attracted you to join this company? (This helps craft a quote about why the company is a great fit and has strong prospects.)

  • Why do you feel this role/company is the perfect fit for you? (Gives insight into the company’s vision and the exec’s alignment with it.)

  • Can you share a few key successes from your career? (Pick accomplishments relevant to the new role that can be highlighted to build credibility.)

  • How will those past successes help you in this position? (Draw a line from their experience to how they’ll drive value at the new company.)

  • What strengths or unique perspectives do you bring to the table? (This might feed into the quote or the body to explain why this hire matters.)

  • What are your immediate priorities or next steps in the new role? (Gives readers a sense of momentum and direction – e.g. “First on my agenda is expanding the engineering team.”)

  • What’s your long-term vision for your area or department? (Shows strategic thinking and that the company is future-focused.)

  • What excites you about the industry right now? (This can be used to position the company in the context of industry trends: “I’m excited about the rise of AI in healthcare, and how [Company] is at the forefront of this trend.”)

Partnership Announcement: For partnerships (between two companies or organizations), ensure you understand both sides of the story:

  • What are the specifics of this partnership? (Describe the nature of the partnership – is it a technology integration, a co-marketing agreement, a distribution deal, etc.?)

  • Why was this partnership formed and how will it work? (The “why now” and any details on what each side is contributing.)

  • How will this partnership benefit customers of each organization? (Very important – press releases should stress customer impact. Will customers get a better product, combined services, wider reach, etc.?)

  • What impact will this have on the market or industry? (Is this a first-of-its-kind alliance? Does it address a larger trend or need in the market?)

  • Do we have a joint customer success story or quote to include? (If a client has benefitted from your collaboration already, a quote from them can illustrate real-world value.)

  • What is the next step now that the partnership is in place? (E.g., “The first phase of this partnership will be a pilot program in Europe...”). This helps readers know what to expect.

Funding Announcement: If you’re announcing a funding round (e.g. venture capital investment), be ready with these details:

  • How much funding was raised, and what round is this (Seed, Series A, Series B, etc.)? (Also mention if it’s an extension of a previous round, or follow-on funding.)

  • Who are the investors participating, and who led the round? (Name the venture firms or angels if possible; often the lead investor is quoted in the release.)

  • Can we cite any market data to demonstrate the market size or opportunity? (Investors and media love to see a stat like “X market is $Y billion in 2023, expected to grow to $Z billion by 2027,” to justify the opportunity.)

  • Since the last funding round, what growth or milestones have been achieved? (Show momentum: e.g., “revenue grew 300%” or “customer base doubled in the last year” since the previous round.)

  • What do you plan to do with the new funds? (Outline how the capital will be used – expanding the team, product development, market expansion, R&D, etc.)

  • What are the company’s future growth plans and next steps? (This could be expansion goals, new products in the pipeline, entering new markets, etc.)

  • How will this funding ultimately benefit your customers or users? (Connect the dots – e.g. better service, new features, expanded support.)

  • Will you include a quote from an investor in the press release? (Often the CEO is quoted and an investor from the lead firm is also quoted to add credibility. If so, coordinate with that investor for a statement.)

Acquisition Announcement: Announcing an acquisition is complex and usually requires answers in multiple areas – transaction details, messaging, significance, and communications plan. Be sure to ask:

  • Deal Details: Who or what company are you acquiring? Where are they based? When will the acquisition close, and when will it be announced publicly? Are you disclosing the purchase price or terms? Who are the key investors or backers of this deal (and can they be named or quoted)? Will the acquired team be integrated into yours, and are any of their executives joining your company? How will the products or services be integrated, and on what timeline? Essentially, gather the who, what, when, where, and how much of the deal.

  • Messaging and Audience: Which audiences do you want to reach with this news (e.g. customers of both companies, industry analysts, investors, general public)? What is the primary message about why this acquisition matters? (For example, “to accelerate our AI capabilities” or “to expand into new markets.”) Are there slightly different messages for different audiences (maybe investors care about market share, while customers care about new features)? What is your vision for the combined company’s future, and how does this move get you closer to that vision? What specific strengths of the acquired company do you want to highlight that complement your own?

  • Significance and Impact: Why is this acquisition significant? Why should anyone care? (Be ready to answer skeptics – e.g., does it make you a market leader, fill a crucial gap, signal something about the industry’s direction?) What does it say about the current state or needs of the market? How do you anticipate the market will react? Identify any potential negative perceptions and prepare to address them (for instance, job cuts, culture clash, etc., if applicable). Most importantly, what does this mean for customers of both companies – how will they benefit (e.g., access to more services, continuity of support, improved product)?

  • Communications Plan: (This might be more for internal planning, but it influences the press release and rollout.) How and when will employees of both companies be informed? How about customers and partners – is there a coordinated communications plan for them that aligns with the press release? Do you need to update websites or social media on announcement day? If so, who is handling that? Post-announcement, will you merge brands or operate separately? (Stakeholders may wonder, so if there’s an official word on it, include it or be ready to answer media inquiries.) Also, decide who the spokespeople will be for media interviews from both companies, and ensure they’re prepped/trained if needed.

As you can see, a thorough Q&A with the team will arm you with a wealth of facts and quotes. Take detailed notes from this SME call. These answers will form the raw content that you feed into your AI prompt.

Pro Tip: Many of the questions above map to the classic “5 W’s and How” of journalism – Who, What, When, Where, Why, and How – plus an extra “wow” factor. Keep these in mind. Your prompt to the AI (and the resulting press release) should clearly address those fundamentals. If any of the 5 W’s are unanswered, go back to your source for clarification before writing.

using AI for press releases

Step 2: Crafting the AI Prompt – Be Specific and Strategic

Once you have all the information, it’s time to craft your AI prompt. Remember, AI models are very literal with what you give them. A vague prompt will yield a generic press release. A detailed, well-structured prompt will guide the AI to produce something much closer to what you want. Here’s how to develop a prompt for writing a press release:

  1. Start with the basics – tell the AI it’s writing a press release and specify the angle or style if desired. For example: “Write a press release announcing [Company’s] new [product/service]…” It can help to mention the tone: “…in a professional, newsy tone suitable for industry journalists.” If you have a preferred press release style, you can even instruct it to mimic that: e.g., “Write a press release in the style of a Fortune 500 tech company announcement.”

  2. State the press release’s goal or key message. From your prep, you should know the main point (the what and why). Include a sentence in the prompt that summarizes the news and why it matters. For instance: “The press release should highlight that Acme Corp is launching a new AI-powered tool that reduces customer support response time by 50%, solving a major pain point in e-commerce.” This ensures the AI doesn’t bury the lede and understands the significance.

  3. Identify the target audience or media, if relevant. The original poster on a PR forum noted they add prompts about the reporter’s beat or audience that the release is aimed at. This can subtly influence tone and content. For example: “This press release is intended for tech industry media and business journalists, so emphasize the innovative technology and market impact.” If you want the style to appeal to a trade audience vs. general news, say so.

  4. Include the key facts – the who, what, when, where, how. Don’t assume the AI will fill gaps. Spell out all important details from your Q&A:

    • Company/organization names involved.

    • What is happening (product launch, event, hire, funding, etc.).

    • Dates or timing (when is it effective or happening).

    • Locations if relevant (“Omaha, NE –” dateline or expansion location, etc.).

    • Any figures (metrics, dollar amounts, growth percentages, funding amount, customer numbers).

    • Quotes you want to include (you can either provide a rough quote for the AI to integrate, or instruct the AI to generate a quote from a person using certain info).

    It can be effective to list these facts or bullet points in the prompt so the AI clearly sees the data to incorporate. For example:

    "Facts to include in the press release:
    – Acme Corp was founded in 2010 and now reaches 1 million users worldwide.
    – The new app launches March 1, 2025, and will be available on iOS and Android.
    – CEO Jane Doe will be quoted about why this launch is a “game-changer” for busy parents.
    – Include that Acme was recently named a top startup by TechCrunch."

    By enumerating facts, you minimize the chance of the AI ignoring or misrepresenting them.

  5. Define the structure if needed. Most press releases follow a standard structure (headline, dateline/city, lede paragraph with the 5 Ws, supporting paragraphs with details, a quote, maybe a second quote or additional context, an “About the Company” boilerplate, and contact info). You can instruct the AI to follow this format: “Structure it with: an attention-grabbing headline, a subheading (if your tool allows), a strong opening paragraph summarizing the news, a quote from [Name, Title], some additional info, and a brief company bio.” If you want bullet points in the release (sometimes used to highlight key features or stats), you can mention that too.

  6. Set the tone and any style preferences. For example, you might say: “Use a formal, third-person tone as is typical in press releases. The language should be clear and factual, not overly promotional or flowery.” If the AI tends to produce overly enthusiastic marketing language, you can remind it: “Avoid exaggeration; maintain a journalistic, objective voice.” On the other hand, if you want a bit of flair (say for a lifestyle brand press release), you could instruct: “tone should be upbeat and inspirational, reflecting the brand’s voice, while still remaining newsworthy.”

  7. Add perspective or narrative (to avoid a bland announcement). One common pitfall is focusing only on the “announcement” (what happened) and not the “story” (what changed or why it matters). As one PR agency head noted, “Most AI tools default to corporate fluff because people prompt for announcements, not narratives. ... Stop pitching what happened, and start pitching what changed in the world because of it.” You can incorporate this advice directly into your prompt: for example, “Emphasize what this development means for the industry or customers, not just that it happened. Explain the broader trend or problem that this news addresses.” This helps the AI produce a more compelling, reader-friendly release that a journalist would actually find interesting.

  8. Specify any must-have sections. If you definitely need an “About [Company]” section (boilerplate) at the end with a certain blurb, you can provide that text or at least instruct the AI to include it. You might paste your standard boilerplate into the prompt. Similarly, tell it to include contact information at the bottom (and provide the details, e.g. PR contact name, email, phone).

By incorporating all of the above into your prompt, you are essentially drafting the press release in outline form for the AI. The model will then do the job of fleshing out sentences, making it read well, and structuring it like a press release.

Here’s an example prompt to illustrate the point. Let’s say we gathered info for a fictitious announcement: Acme Corp is acquiring Beta Inc., a smaller AI startup. A prompt might look like:

“Write a press release announcing Acme Corp’s acquisition of Beta Inc., a San Francisco-based AI startup. The press release should be written in a professional, journalistic tone for tech industry media.


Facts to include: Acme Corp (NYC-headquartered, founded 2005) will acquire Beta Inc. (SF-headquartered, founded 2018) in a deal closing on March 1, 2025. Beta’s 20 employees will join Acme. This acquisition expands Acme’s portfolio in AI-driven customer service. Quote from John Doe, CEO of Acme: ‘By acquiring Beta, Acme is accelerating our AI strategy to deliver even better service to our clients.’ Quote from Jane Smith, CEO of Beta: ‘We founded Beta to revolutionize how businesses use AI in customer support. Joining Acme allows us to scale that vision globally.’ The press release should highlight how this deal makes Acme a leader in AI customer service, why this matters to Acme’s clients (faster support resolutions), and how it reflects a growing trend of consolidation in the AI industry. Include a boilerplate about Acme Corp at the end. Include Acme’s media contact (Sarah Jones, comms director, sjones@acme.com).”*

That’s a detailed prompt, but it would give the AI an excellent roadmap. You don’t always need to write one that lengthy; if your info is simpler (say a product launch), it might be shorter. The key is don’t leave important details to chance. If it’s critical, put it in the prompt.

A Note on Using AI Wisely: Some PR pros caution against relying on AI to fully draft press releases start to finish. They note that a purely AI-written release can sound formulaic and “like everyone else’s”. One effective approach is to use AI as a collaborator rather than a replacement. For example, you might draft a rough press release yourself (or at least the key points as above), then ask the AI to refine it, check for coherence, or suggest better wording. “I write the draft, feed the draft to the LLM for review and brainstorming, and iterate by editing the draft based on its feedback,” one professional says, adding that this approach has yielded exceptional press releases. In other words, don’t be afraid to guide the AI heavily – you can even give it a partially written release and say “polish this.” The more you treat the AI as an assistant with specific tasks, rather than an oracle, the better your results will be.

Step 3: Refining the AI-Generated Draft

Once the AI produces a draft press release, your work isn’t done. Editing and refining is crucial – either by yourself or with further AI prompting (or both). Often the first output might be grammatically sound but need tweaks in tone, emphasis, or brevity. Here are ways you can use prompts to refine the AI draft (or instructions for yourself while editing):

  • Improve Tone and Style: If the draft feels off in voice, you can prompt the AI: “Rewrite the press release in a more formal and professional tone to convey a sense of professionalism.” Or if it’s too stiff, maybe “Make the tone more upbeat and friendly while remaining professional.” Tailor the style to what you need.

  • Strengthen Clarity and Coherence: Ensure the message is crystal clear. You might say, “Simplify the following press release to ensure the key message is easily understood by a general audience, without jargon.” This can help cut out convoluted sentences.

  • Enhance Descriptive Language: Press releases shouldn’t be too flowery, but a little color can help, especially for product or lifestyle announcements. Try: “Enrich the descriptions with vivid but concise language to paint a more interesting picture (e.g., of the product or event).” For example, instead of “cutting-edge solution,” maybe it’s “an AI solution as intuitive as having a personal assistant on your device.”

  • Optimize the Headline: The headline is critical. Ask the AI to suggest alternatives: “Suggest a catchy, attention-grabbing headline for this press release that highlights the biggest benefit.” You could give it a couple of tries and pick the best, or refine one of its suggestions manually. (For instance, instead of a dull “Company Announces Product Launch,” something like “New AI Tool Promises to Cut Customer Wait Times by 50%” is more compelling.)

  • Review and Punch Up the Quotes: If the quotes in the draft sound generic or awkward, you can edit them or prompt: “Make the quote from the CEO sound more authentic and passionate (while still sounding like a real person).” Often AI quotes can be stilted; don’t hesitate to rewrite them in a more human voice that that executive would actually use. Make sure each quote actually adds insight or a new angle – it shouldn’t just repeat what’s already said.

  • Emphasize Key Points: You might notice the AI buried a crucial fact in the second paragraph. You can fix that yourself or prompt: “Move the key statistic (e.g., user growth or funding amount) to the first paragraph and highlight its significance.” Ensure the most newsworthy info isn’t lost.

  • Check the Call-to-Action (CTA): Not every press release has a CTA, but many do implicitly (visit a website, sign up for a demo, etc.) If your press release has one, make sure it’s clear. You can prompt, “Revise the last paragraph to include a compelling call-to-action inviting readers to learn more or take action.” For example, “Interested retailers can schedule a demo of the new platform today at [link].”

  • Tailor for Your Audience (if needed): If you feel the draft isn’t resonating with the intended audience, prompt adjustments: “Rewrite this sentence/paragraph to be more relatable to [target audience].” For instance, an announcement about a technical partnership might need a line on how it ultimately benefits everyday users if consumers are also reading.

  • Incorporate SEO Keywords (if relevant): If publishing online, identify a few keywords (from your earlier notes, e.g. “sustainable packaging,” “FinTech investment”) and ensure they appear in the text naturally. You could prompt: “Integrate the keyword ‘mobile security app’ a couple of times in the press release, in a natural way.” But avoid overdoing it – one or two mentions in a 400-word press release is plenty.

  • Proofread and Trim: Finally, read it critically (AI might make grammar mistakes or awkward phrasing). Check for any inconsistencies or facts that might have morphed (AI sometimes “hallucinates” or mis-states numbers if it wasn’t clearly given, so verify all figures with your source info). Ensure the length is about 300-500 words unless you have a specific reason to go longer. It’s often easier to do this last part manually – treat the AI’s output as a first draft that you refine by applying your human editorial judgment.

Think of the AI as a helpful junior copywriter: it can give you a solid draft, but you are the editor-in-chief. At the end of the day, you are responsible for the final content that goes out. Make sure it’s accurate, clear, and compelling. A polished press release that reads well and tells a story will stand out – even if AI helped write it, your human touch is what will make it truly effective.

Example an of Effective Press Release

To understand what good press releases look like – whether written by humans, AI, or a combination – let’s examine an example from two notable companies. We’ll highlight what makes it effective, which in turn can inform the prompts you create and the content you strive for.

Vodafone & Microsoft: 10-Year AI Partnership (2024)

Example: Press Release Headline: “Vodafone and Microsoft sign 10-year strategic partnership to bring generative AI, digital services and the cloud to more than 300 million businesses and consumers.”

Why this press release (a real announcement by Vodafone and Microsoft) is a masterclass in communication:

  • Compelling, Informative Headline: The headline immediately conveys the scope of the news – a decade-long partnership focused on hot topics like generative AI and cloud, impacting over 300 million users. It’s long, but it grabs attention by packing in the what and why it matters (huge scale, modern tech).

  • Quantifiable Impact: The release highlights concrete numbers that signal importance, e.g. reaching 300 million customers and a $1.5 billion investment by Vodafone into the initiative. Big numbers help journalists quickly grasp the scale and potential impact.

  • Specific Initiatives Outlined: Rather than staying vague, the press release lists key areas of collaboration (AI-powered customer experiences, scaling IoT platform, expanding services in Africa, etc.). This specificity shows readers how the partnership will work, turning abstract concepts into tangible projects. It basically answers “What exactly will they do together?” which is great for credibility.

  • Authoritative Quotes: The release includes strong quotes from both CEOs – Vodafone’s and Microsoft’s – adding a human voice and emphasizing the significance. For example, Vodafone’s CEO describes it as a “bold commitment to the digital future” and Microsoft’s CEO talks about unlocking “massive new opportunities” with AI. These quotes don’t rehash the facts; they add perspective and enthusiasm from the highest level, which lends weight to the announcement.

  • Context and Vision: It frames the news in a larger context. It mentions how the partnership will accelerate digital transformation for businesses and improve customer experience, positioning it as part of a bigger trend (AI transforming industries). It also references ethical AI principles, showing foresight. All this helps journalists see a narrative, not just two companies teaming up.

Takeaway: When prompting AI for a press release like this, ensure you include any impressive numbers, clearly state the joint goals, and ask for a quote from each key player that provides insight or a visionary statement. For instance, you might prompt: “Include a quote from the CEO about why this partnership is important for the future of [industry].”

idea for a prompt

Best Practices for Press Release Writing (and Prompting)

Whether written by AI, human, or both, a press release should follow certain best practices to be effective. Many of these align with how you should craft your prompts and edits. Keep these tips in mind:

  • Start with a Strong, Specific Headline: Your headline should capture attention while conveying the essence of the news. It should include the “what” and hint at the “why it matters.” Example: Instead of a bland “Company Announces New Partnership,” a stronger headline would be “Company X and Company Y Partner to Bring 5G Internet to Rural Communities.” The latter is specific about the outcome and audience. When prompting AI, provide the key elements for the headline. You can even ask the AI for multiple headline options and choose the best. (Remember to capitalize appropriately; most press release headlines use Title Case and do not end in a period.)

  • Make It Newsworthy (Not Just Noise): Always frame your press release in a broader context that makes it relevant. If possible, tie your announcement to a trend, problem, or current event that people care about. For example, if your product launch is a new eco-friendly cleaning gadget, you might mention the growing consumer demand for sustainable products, or link it to an upcoming Earth Day initiative. This can be part of your prompt: “Mention how this launch addresses the rising demand for eco-friendly home solutions.” It ensures the AI connects your news to the bigger picture, rather than sounding like a self-contained advertisement.

  • Keep it Concise and Focused: Ideally, press releases are about 300-500 words. They should be tight and factual. Avoid fluff, hype, or long-winded company history (unless directly relevant). Use short paragraphs (1-3 sentences) for easy reading. Bullet points can be helpful if you have multiple key stats or features – they break up text and draw the eye. When reviewing AI output, you might find it sometimes rambles; don’t hesitate to cut extraneous adjectives or superlatives. Every sentence should add value: either a new piece of information or a reinforcing quote/statement. (One technique: after drafting, read each sentence and ask, “What does this do for the story?” If you can’t answer, consider removing it.)

  • Craft an Engaging Lead (Opening Paragraph): The first paragraph is crucial. It should answer the main who, what, when, where, and a hint of the why/how. But it should also hook the reader’s interest. You can lead with a compelling statistic, an interesting angle, or a question. For instance: “Ever wonder how 10 minutes could save a life? [Charity] did – and that question led to the creation of their new CPR training app launching today…” That draws a reader in. In a more traditional sense, something like: “CityName’s tech sector just got a boost – [Startup] is opening 100 new jobs with the launch of their second office, announced today.” It combines a news fact with an implication of positive impact. When prompting the AI, you might say: “Open with a captivating statement or statistic about the impact of this news, before delving into the specifics.” Also, avoid starting with an empty phrase like “XYZ Company is pleased to announce…” – that’s wasted real estate. It’s okay for a quote, but not your lead. Get straight to the news.

  • Include a Relevant Quote (or Two): A quote from an executive, project lead, customer, or partner can humanize the press release and provide insight or opinion that straight facts can’t. Quotes are where you can be a bit more colorful or visionary. For example, a CEO quote might say, “This funding isn’t just fuel for our company – it’s an investment in the future of clean energy for everyone,” which adds enthusiasm and perspective. Make sure the quote actually adds something (why it matters, how someone feels about it, a future vision) rather than just repeats a fact. In prompts, explicitly instruct: “Add a quote from [Name, Title] about [some aspect].” If you have a draft quote from your SME interview, provide it to the AI to incorporate (or at least the gist of it). And double-check that any quote the AI writes sounds like something a real person in that role would say – feel free to edit for authenticity and tone.

  • Optimize for SEO (If Applicable): If the press release will be published online (on your site or a wire service) and discoverability is a goal, think about keywords. These should come naturally from your content (don’t force them). For instance, include the full product name, the category (“AI-powered analytics tool”), and maybe the industry. If location is important (e.g., a local news angle), include the city and state in the headline or first line. You can tell the AI: “Ensure the term ‘XYZ Software Suite’ appears in the release a couple of times, and that ‘cloud security platform’ is mentioned, as these are key terms.” But be wary of overdoing keywords – it can make the release sound awkward or spammy.

  • Add Visual Assets (for distribution): While the press release text itself is our focus, remember that editors appreciate having images, infographics, or video links that they can use. If you have a product photo, company logo, or relevant image, mention in the press release that it’s available (or include a link). For example: “Images of the new product and the Company X logo can be found here.” Some wire distribution services let you attach images. In AI tools, you obviously can’t generate the actual image asset (unless using an image AI separately), but you can include a placeholder or note in your draft to “[Embed product photo here]” if needed. In our context, just be mindful to supply visuals separately when you send out the release. A note in the prompt like “mention that high-resolution images are available upon request” could be included if that’s part of your standard practice.

  • Provide Contact Information and Boilerplate: At the very end, always list a media contact (or two). Typically: Media Contact: Name, title, phone, email. If it’s a public company or one with investors, include an Investor Contact similarly. Journalists often look straight for this if they need to follow up. Also, include the company’s boilerplate (“About [Company]”) – a few sentences about what the company does, its size or founding year if notable, maybe a tagline or mission snippet, and the company website. This is where you can repurpose marketing language a bit, since it’s standard background info. Make sure your AI prompt doesn’t forget the boilerplate; you might literally paste your pre-written boilerplate in or say “End with the following About section: [text].” In our examples above, Spotify and Beyond Meat included these sections. Pro tip: Keep your boilerplate updated and consistent across all releases.

In summary, an effective press release prompt for AI is basically an outline plus instructions covering all these best practices. If you feed the AI with a structure and the substance (the facts and angles) and even some wording ideas (quotes, headline angle), you’ll get a much stronger starting draft.

Finally, always remember to review the final press release as a whole. Ask yourself: If I were a journalist receiving this, would I think “this is interesting and well-structured” or would I groan at another piece of jargon-filled corporate drivel? Iterate until your answer is the former!

LLMs and press releases

Conclusion

Press release writing with AI is like having a capable assistant – it can greatly speed up the process and help polish the language, but you remain the strategist and editor. By asking the right questions of your SMEs, you gather the raw materials for your story. By crafting a detailed prompt, you guide the AI to shape those materials into a newsworthy announcement. And by applying best practices and thoughtful edits, you ensure the final press release will resonate with your target audience (be it journalists, customers, or investors).

In developing prompts for AI, think of it as programming the narrative: you are teaching the AI what story to tell and how to tell it. Be specific, be clear, and don’t be afraid to experiment with different phrasings or prompt structures if the first output isn’t spot on. With practice, you’ll find the right balance of AI-generated efficiency and human touch.

The result? High-quality press releases that hit the mark – compelling, concise, and impactful – helping you secure that valuable media coverage or stakeholder attention. So go ahead and leverage those AI tools as your press release writing partner. With the guidance from this article, you’re ready to prompt your way to PR success. Happy writing!

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