Press Release Guide

Press releases remain one of the most cost-effective, high-impact tools in any organisation’s marketing arsenal. Yet many companies still underestimate how far a well-written release, structured editorial pipeline and ongoing media relationships can push their brand. This comprehensive pillar page expands each topic of your original guide, adds new insights, and elevates the content into a fully optimised SEO foundation suitable for Highways.Today, Construction Intelligence, or any professional content hub.

Below is an expanded, in-depth, authoritative guide designed to educate businesses, marketing teams and PR professionals on how to craft high-performing press releases and long-form editorial campaigns.

1. Press Releases: The Backbone of Media Communications

Press releases supply the majority of publishable content for news sites, trade magazines and digital publishers. Whether launching a product, sharing project news or announcing strategic developments, press releases fuel the engine of B2B storytelling.

To stand out, always deliver a fully polished release that requires minimal intervention. Editors don’t have time to rebuild a half‑written narrative. Your goal: make publication as effortless as possible.

A press release should:

• Open with a strong, concise headline.
• Deliver immediate clarity in the first paragraph.
• Include readable, high‑quality quotes.
• Provide verifiable facts.
• Offer images and supporting assets.

A great press release saves editors time. A bad one wastes it — and goes straight in the bin.

2. Case Studies: Real‑World Narratives with Impact

Case studies outperform almost every other B2B content format. They prove capability, demonstrate ROI and build trust.

Strong case studies include:

• A clear problem or challenge.
• The solution your company provided.
• Quantifiable results.
• Quotes from client stakeholders.
• Images that show the project, equipment or outcomes.

Every completed project is an opportunity. Companies with an ongoing case‑study pipeline gain enormous compound value in credibility and SEO.

3. Product Articles: Explaining the Engineering Behind the Innovation

Product features perform well in publications where the audience wants specifications, diagrams and technical insights.

To elevate product articles:

• Avoid dry, catalogue‑style descriptions.
• Explain why the feature exists — what problem it solves.
• Introduce the engineers or designers behind the idea.
• Include user experiences or field results.
• Offer context: how does this fit into industry trends?

Readers remember stories and human perspectives far more than lists of specifications.

4. Promotional Articles: Subtle Messaging, Strong Results

While straightforward product pieces have their place, promotional articles can take many forms — thought leadership, market commentary, problem‑solution stories and narratives that circle back to your product.

The key is subtlety. Readers dislike sales pitches disguised as journalism. But they respond well to educational or informative content that naturally leads back to your capabilities.

5. Technical Articles: Deep Knowledge for Technical Audiences

Technical publications thrive on expertise. Engineers, designers and researchers want detail — not marketing fluff.

To succeed with technical content:

• Include diagrams, tables, charts and data points.
• Provide formulas or methodology where appropriate.
• Reference standards, certifications or test procedures.
• Use correct terminology for the industry.
• Avoid dumbing down complex explanations.

Technical articles reinforce authority and position your company as an industry leader.

6. Educational Articles: Teach, Guide and Position Your Expertise

Educational articles are vital when introducing new technologies or techniques. These pieces help customers understand emerging solutions, reducing friction in the sales process.

They work because they:

• Build authority.
• Expand your audience.
• Drive organic SEO traffic.
• Support long‑term brand positioning.

These articles should teach first, promote second.

7. List Articles: High‑Engagement, High‑Shareability Content

List‑based articles such as Top 10s or Best Practices generate strong engagement across social media.

Why they work:

• Easy to skim.
• Easy to share.
• Easy for editors to publish.
• Perform extremely well in SEO.

This type of content should appear regularly in your editorial calendar.

8. Research: Know Your Audience Before You Hit Send

Never send a press release without understanding the publication’s tone, audience and editorial style.

Ask yourself:

• Is this topic suitable for their readers?
• Is the level of detail appropriate?
• Does this match the publication’s format?
• Would their advertisers be interested?

Misalignment guarantees rejection.

9. Targeting: Quality Over Quantity

Never “spray and pray”. Tailor your press release to each publication’s sector, interests and writing style.

A tailored release dramatically increases acceptance.

10. Print vs Web: Understanding the Strengths of Each Medium

Print media:

• High credibility.
• Targeted distribution.
• Longer editorial cycles.

Web media:

• Immediate publication.
• Global reach.
• SEO longevity.
• Social media amplification.

Successful campaigns use both.

11. Brand Building: Purposeful Outreach Beyond Your Sector

Reaching mainstream media can boost brand recognition, but only when relevant.

Ask:

• Does this audience influence your buyers?
• Does it support investor relations?
• Is the story newsworthy beyond the industry?

Outreach without strategy wastes resources.

12. Length: Minimum Standards and Maximum Flexibility

Press releases must exceed 300 words to be SEO viable. Publications vary widely on maximum lengths, some prefer 500 words, others welcome long‑form 3,000‑word articles. Ask editors when in doubt.

13. Grammar: Professional Writing Matters

Poor grammar damages reputation. Complex content requires clarity, precision and consistency. Hiring a professional writer is often the smartest investment.

14. Error Checking: The Final Step Before Sending

Check for:

• Typos
• Incorrect measurements
• Broken links
• Mislabelled photos
• Formatting issues

Always use a second pair of eyes.

15. Local or International: Target the Right Geography

Regional readers need region‑specific messaging. Products, regulations and naming conventions may vary by market.

Web publications add complexity because global readers may see content intended for local markets.

16. Variants of English: Know Your Territory

Spelling and vocabulary vary across:

• UK English
• US English
• Australian English
• Indian English

Adapt to your audience. Also avoid SEO keywords with conflicting spellings.

17. Languages: Speak to Your Market in Their Language

Provide translations for regional markets where needed. Use professional translators to avoid inaccuracies.

18. Metric or Imperial: Precision Matters

Technical articles must respect the measurement traditions of the target audience.

Best practice: include both systems where helpful.

19. Currencies: Use the Appropriate Financial Reference

Use your home currency unless targeting a specific foreign market. USD is still widely used for global business.

20. Embargoes: Use Sparingly

Embargoes are rarely necessary and often discourage editors — use only for legal or highly sensitive announcements.

21. Time‑Sensitive Communications: Be Clear Up Front

Always make deadlines obvious. Editors need to know whether a release is time-critical.

22. SEO: Write for Humans and Search Engines

Every online article must:

• Include a primary keyword.
• Use supporting keywords naturally.
• Have structured headings.
• Include alt‑tag text for images.
• Deliver clear, readable paragraphs.

SEO turns a press release into a long‑term asset.

23. Internet Longevity: Your Digital Footprint Lives Forever

Once published, a web article can be found for years. This ongoing visibility compounds the value of every press release.

24. Images: Professional visual assets elevate your release

Include:

• At least one high‑resolution image.
• Multiple options when relevant.
• Clear usage rights.
• Credits.

Images drastically increase shareability.

25. Image Captions / Cutlines: Essential Metadata

Captions should:

• Identify locations, equipment or people.
• Be concise.
• Provide context.

26. Video: Growing Demand Across Media

Offer:

• Editing permissions.
• Clean footage.
• Links to YouTube/Vimeo.

Video dramatically increases engagement.

27. Email Subject Line: Your First Impression

Start with: PRESS RELEASE: [Compelling Hook]

Short, sharp, irresistible.

28. Email Message: Deliver Clarity, Quickly

State:

• What the release is.
• Why it matters.
• What action you want.

Editors appreciate brevity.

29. Press Release Text in Email: Reduce Barriers

Include the full text beneath your message so editors can preview without downloading attachments.

30. Credit: Make Attribution Easy

Always include company name, location and URL.

31. Social Media Links: Provide Immediate Access

Help editors verify your legitimacy by including official social media links.

32. Social Media Hashtags: Improve Article Reach

Suggest relevant, non‑spammy hashtags.

33. PDF or DOC: Avoid PDF Pitfalls

Word documents copy cleanly. PDFs often break formatting.

34. Relationships: Media Success Is About People

Build long‑term editor relationships through:

• Politeness
• Engagement
• Supporting their platforms
• Attending events
• Sharing published work

35. Keep It Going: Marketing Never Stops

Create:

• A press release calendar
• Writer and photographer schedules
• Internal deadlines

Consistency wins.

36. Market Your Articles: Amplify Visibility

Once published:

• Share across all channels
• Respond to comments
• Encourage staff engagement
• Add the article to your website’s newsroom

Amplification increases reach and authority.

Bringing It All Together

Elevate Your Communications with Professional Authority Content

Mastering press releases, case studies and editorial marketing takes time, strategy and consistency. Many companies understand the value but struggle to maintain quality, depth and frequency. That’s where professional support makes a measurable difference.

If you want to maximise the impact of your media presence, strengthen your brand narrative and ensure every article you publish delivers authority and SEO value, consider partnering with Highways.Today’s Authority Content service. From expertly crafted press releases to in-depth technical articles and case studies, you’ll gain content that editors trust, audiences value and search engines reward.

Discover how tailored, industry-specific writing can transform your visibility and credibility.