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How to Write a Press Release with Claude

Writing an effective press release is a demanding exercise that requires rigor, clarity, and a sense of hook. With Claude, you can structure your message, find the ideal journalistic angle, and produce a professional text in minutes. This step-by-step tutorial guides you through transforming your raw information into a compelling press release, ready to be sent to newsrooms. Whether you're announcing a product launch, a strategic partnership, or an event, Claude helps you respect the genre's codes while capturing journalists' attention from the first lines. You will learn how to brief Claude effectively, structure your release according to professional standards, and refine it until you get a publishable result.

Prerequisites

  • 1.An active Claude account (free or paid)
  • 2.Key information about your announcement: who, what, when, where, why
  • 3.A quote from an executive or spokesperson to include
  • 4.Press contact details for your organization

Steps

1

Prepare the brief for Claude

Before soliciting Claude, gather all essential information about your announcement. List the key facts: company name, nature of the announcement, date of the event, important figures, people involved, and context. The more complete your brief, the more precise and usable the release will be for journalists. Organize these elements in a structured document that you can paste directly into your conversation with Claude.

I need to write a professional press release. Here are the key pieces of information:

  • Company: [COMPANY_NAME]
  • Industry: [INDUSTRY]
  • Announcement: [NATURE_OF_ANNOUNCEMENT]
  • Date: [DATE_OF_EVENT_LAUNCH]
  • Key figures: [RELEVANT_DATA]
  • Executive quote: [NAME_AND_ROLE] said: "[QUOTE]"
  • Target audience of the release: [TECH_JOURNALISTS_MAINSTREAM_PRESS_ETC]
  • Press contact: [NAME_EMAIL_PHONE]

Before writing, ask me questions if information is missing to produce a professional-quality press release.

Tip: Ask Claude to identify missing information before writing. A good press release is based on precise facts, not generalities.
2

Generate the first draft of the release

Ask Claude to write a complete release following the classic structure: catchy title, lead summarizing the essentials in two sentences, body text developing the announcement, integrated quote, context paragraph (boilerplate), and press contact details. Specify the desired tone (institutional, dynamic, sober) and target length (typically between 400 and 600 words).

Now write the complete press release following this structure:

  1. A punchy title of less than 15 words
  2. A complementary subtitle (optional)
  3. The opening: "[CITY], [DATE] –"
  4. A first paragraph (lead) summarizing the announcement, answering who, what, when, where, and why
  5. Two to three paragraphs developing details, context, and benefits
  6. The executive quote integrated naturally
  7. An 'About [COMPANY]' paragraph (boilerplate)
  8. Press contact information

Tone: professional and factual, without superlatives. Length: 400-600 words.

Tip: Always include 'without superlatives' in your prompt. Journalists immediately reject overly promotional releases.
3

Optimize the title and lead

The title and first paragraph determine whether a journalist will read on. Ask Claude to propose several title and lead variations to identify the most impactful wording. A good press release title is factual, informative, and contains an element of novelty. The lead should allow a journalist to write a brief without reading the rest.

Propose 5 title variations for this release, varying the angles:

  • A factual and direct title
  • A title focused on user benefit
  • A title with a key figure
  • A title highlighting the novelty
  • A title with an industry dimension

For each title, also propose a version of the lead (maximum 2 sentences) that summarizes the essence of the announcement. Indicate which title/lead combination you recommend and why.

Tip: The ideal title is under 15 words and contains an action verb. Avoid puns that only your internal teams will understand.
4

Refine the tone and check rigor

Reread the release with a critical eye and ask Claude to analyze it from a journalist's perspective. It must check that every claim is backed by a fact or figure, that the tone remains informative without being promotional, and that the structure facilitates quick reading. This is also the time to check consistency of dates, names, and data.

Reread this release as if you were an experienced journalist receiving 50 releases per day. Analyze it according to these criteria:

  1. Is the main information clear within the first 3 lines?
  2. Are there unsupported claims or superlatives to remove?
  3. Does the quote add real value or is it generic?
  4. Does the text contain internal jargon incomprehensible to an outsider?
  5. Could a journalist write an article from this release alone?

Propose a corrected version incorporating your recommendations.

Tip: An effective test: if you can replace your company's name with a competitor's and the release still works, it lacks specificity.
5

Adapt the release for different channels

The same press release may need adaptations depending on recipients and distribution channels. Ask Claude to generate variations: a short version for emailing (with optimized subject line), a version for your online newsroom, and possibly a summary for social media. Each version should retain the core message while adapting to the format.

From the finalized release, generate the following variations:

  1. Press email subject line: 3 punchy email subject line suggestions (under 60 characters) to maximize open rates
  2. Email version: a condensed version (250 words max) with essential info, suitable for the body of an email
  3. LinkedIn post: a 150-word post to announce the news on the company page
  4. Tweet/X post: a version in 280 characters max

Maintain a professional tone and key facts in each variation.

Tip: For email subject lines, avoid words like 'revolutionary' or 'unprecedented' that trigger spam filters and tire journalists.

Common mistakes to avoid

  • ✗Providing too vague a brief to Claude: without precise facts, figures, and real quotes, the release will remain generic and unusable by journalists
  • ✗Leaving superlatives and promotional language in the final text: expressions like 'global leader', 'revolutionary solution', or 'one of a kind' immediately discredit a release
  • ✗Not fact-checking what Claude generates: dates, figures, proper names, and roles must be systematically verified before sending, as Claude may invent plausible but incorrect details
  • ✗Forgetting to personalize the release for the target media: a tech journalist and a business journalist expect different angles and levels of technical detail
  • ✗Sending the first draft without critical review: even a good first draft needs at least one refinement pass to remove generic phrasing and strengthen differentiating elements

FAQ

Can Claude write a press release in a style specific to my industry?
Yes. Specify your industry and paste an example of a release whose style you like. Claude will adapt to the tone, technical vocabulary, and conventions of your industry. You can also ask it to adopt an institutional, startup, or corporate tone depending on your positioning.
What is the ideal length for a press release generated with Claude?
An effective press release is between 400 and 600 words, or one to one and a half pages. Ask Claude to respect this constraint in your prompt. Beyond 600 words, you risk losing the journalist's attention. Below 300 words, you likely lack substantial information.
How can I ensure the release doesn't sound like AI-generated content?
Integrate elements that only a human knows: precise figures, anecdotes, authentic quotes from executives, specific industry context. Then ask Claude to proofread the text, removing any generic phrasing. Finally, add your personal touch during the final review: it's this last human pass that makes the difference.
Can I use Claude to write a press release in multiple languages?
Yes, Claude is proficient in many languages. First write your release in French, validate it, then ask Claude to translate it, specifying to adapt it to local conventions of the target country rather than doing a literal translation. Press release structures vary by country.

Related tutorials

How to write a blog post with ClaudeHow to create a content strategy with ChatGPTHow to write a professional email with Claude

How to use this prompt

  1. Copy the prompt with the button above.
  2. Paste it into ChatGPT, Claude or your favorite AI assistant.
  3. Replace the bracketed variables with your details, then refine the result.

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