Press Release Writing Tips: What to Do When You’re Lacking Inspiration
Writing a press release sounds simple in theory. You have news, you write it up, you send it out. But in reality, even seasoned communications professionals hit creative blocks. Whether you’re an in-house marketer, a startup founder, or working in a busy agency, there are days when the blank page feels impossible.
If you’re struggling to write a press release when you’re not feeling inspired, here are practical, expert-backed tips to help you refocus and create compelling media content.
1. Go Back to the Core Message
When inspiration is low, complexity is your enemy.
Start by asking yourself three simple questions:
- What is the actual news?
- Why does it matter now?
- Who does it impact?
Many press releases stall because we overcomplicate the message. Strip it back to the core announcement. Whether it’s a product launch, partnership, award win, or company milestone, clarity is what journalists value most.
Search engines also reward clarity. From an SEO perspective, ensure your primary keyword appears naturally in your headline, subheadings, and opening paragraph
2. Focus on the Audience, Not Yourself
One of the biggest causes of creative block in PR writing is internal focus. When you’re staring at a blank screen thinking about what your company wants to say, you’re stuck in the wrong mindset.
Instead, think like a journalist.
Publications consistently emphasise relevance and audience value. Ask yourself:
- Why would a journalist care?
- What’s the broader trend?
- Is there a human angle?
Reframing your press release around audience value instantly makes it easier to write. It also improves media pickup and SEO performance because your content better aligns with real search intent.
When creativity fails, rely on structure.
A strong press release format looks like this:
- Headline (clear, keyword-rich, benefit-led)
- Subheading (adds context)
- Opening paragraph (who, what, when, where, why)
- Supporting detail and data
- Quote from a spokesperson
- Boilerplate about the company
There’s a reason this format is standard across organisations like the Public Relations Society of America. It works.
Structure removes decision fatigue. Instead of wondering what to write next, you simply fill in each section with relevant information.
4. Pull Inspiration from Data and Trends
If you’re feeling uninspired, look outside your organisation.
Industry reports, surveys, and trending topics can add a fresh angle to even the most routine announcement. Check what competitors are doing, explore LinkedIn conversations, or review recent headlines in your sector.
Adding one strong statistic or tying your story to a wider market trend can instantly elevate a flat press release into something newsworthy.
From an SEO standpoint, incorporating relevant keywords linked to current trends can also improve your visibility in search results.
5. Draft First, Edit Later
Perfectionism is the enemy of productivity.
When you’re stuck, give yourself permission to write a “bad” first draft. Don’t worry about tone, grammar, or whether the quote sounds perfect. Just get the information down.
Once you have content on the page, editing becomes significantly easier. In fact, most great press releases aren’t written. They’re rewritten.
The truth is, even experienced PR experts struggle with press release writing from time to time. The key difference is that professionals don’t wait for inspiration; they create systems that make writing easier.
By focusing on clarity, audience relevance, proven structure, and SEO optimisation, you can turn even the most uninspired day into a productive one.
And if you are really struggling, we have a team of experts who can help. When you submit your press release to us for distribution, our team will make edits and suggestions to ensure it has the best chance of organic pick-up.
Or we offer a full press release writing service, so you can focus on other areas of your business while we handle the PR.
Whether you need support refining your message or ensuring your press release gets published and seen, our expert help can make all the difference. Order your next campaign online here, or book a call with us, and we can give you some FREE advice on your Digital PR.