How to Write a Press Release with ChatGPT (That Journalists Actually Want to Read)
Press releases are tricky. They need to feel urgent, relevant, and so polished that a journalist can copy, paste, and hit publish faster than you can say, “Soap that smells like gasoline.”
ChatGPT is great at getting you halfway there—but you still have to guide it. Writing a press release isn’t just about dumping information; it’s about crafting a story that hooks the journalist and their readers.
Let’s break down how to write a press release that’s not only good but irresistible.
The Email Pitch: Keep It Skimmable
Before the press release itself, you need to send a killer pitch email. Think of this as your elevator pitch—short, direct, and packed with highlights.
Subject Line: Keep it sharp and intriguing.
“Finally: A Candle That Smells Like a Pit Stop”
“Breaking: New Tech Platform Helps Dog Owners Decode Barks”
Email Body:
First line: Why this matters—“This is perfect for your readers who love [X].”
Highlights: Quick bullet points on the product/service/event’s key features.
CTA: Clear and direct—“Full press release below, and I’m happy to provide more info or quotes.”
The journalist is asking one question: “Will this get clicks?” Make it easy for them to say yes.
How Can ChatGPT Help Write the Press Release?
When it’s time to draft the release, ChatGPT can handle a lot of the heavy lifting. Just give it detailed prompts, like:
“Write a press release for a soap launch. The soap smells like gasoline and motor oil. It’s targeted at car enthusiasts.”
“Draft a press release for a new app that helps pet owners find local dog-friendly restaurants.”
It’ll give you a decent framework, but you’ll need to refine it to include these essential elements:
1. How to Write an Interesting Headline: Your First (and Sometimes Only) Shot
This is what grabs the journalist’s attention. It needs to be clear, snappy, and newsworthy.
BAD: “Company Launches New Soap Product.”
GOOD: “Car Enthusiasts Rejoice: A Soap That Smells Like the Open Road.”
Use ChatGPT to brainstorm:
“Give me five headline options for a press release about a gasoline-scented soap.”
“Make this headline punchier: ‘App Helps Dog Owners Find Dog-Friendly Spots.’”
Push it until the headline feels irresistible.
2. The Lead Paragraph in a Press Release: Why Should Anyone Care?
Your lead is the “grab-and-go” section for journalists. Answer the 5 Ws—Who, What, Where, When, Why—and do it with flair.
Example:
“[Your Company], a brand known for making the mundane exciting, has launched Pit Stop Soap—a handcrafted soap that smells like gasoline and exhaust. Designed for car lovers who want to take the spirit of the open road home, the soap is available nationwide starting [date].”
Punchy, clear, and intriguing.
3. A Press Release with your Features and Benefits: The Fast Facts
Make this part skimmable. Use bullet points to list out exactly what the journalist (and their readers) need to know:
Features:
Handcrafted with high-quality ingredients.
Signature scents: gasoline, exhaust, and leather interior.
Inspired by classic car culture.
Benefits:
Perfect gift for car enthusiasts.
Unique scent profile unlike any other soap on the market.
Nostalgic, fun, and guaranteed to spark conversation.
This section is where ChatGPT can help you draft, but you’ll need to inject the personality. ChatGPT might write “Features a unique scent,” but you write “Smells like the thrill of a freshly paved racetrack.”
4. You Need A Quote Written by a Human
Every press release needs a quote, ideally from someone important at your company. Use ChatGPT to draft a quote and then make it sound like something a real human would say.
Example:
ChatGPT’s first attempt: “We are excited to bring this innovative product to market.”
Your revision: “Car culture isn’t just about vehicles—it’s a lifestyle. With Pit Stop Soap, we’re giving car lovers a way to bring the smell of the open road into their everyday routine.”
5. The About Section: Your Company in a Nutshell
This is where you introduce yourself to the journalist and their audience. Keep it short and to the point.
Example:
“Founded in 2023, [Your Company] creates niche lifestyle products designed to celebrate individuality. From gasoline-scented soap to vintage-inspired candles, we’re redefining how people connect with the things they love.”
(And yes, ChatGPT can help write this, but make sure it feels personal and specific.)
How to Find the Right Journalists to Pitch
A great press release is useless if it ends up in the wrong inbox. You need to target the journalists who actually care about your news.
Here’s how:
Do Your Research: Look for writers who’ve covered similar topics. If you’re launching a foodie product, pitch food bloggers, not tech writers.
Use Tools Like HARO and Qwoted: These platforms let you connect directly with journalists looking for stories.
Stalk (Politely) on Social Media: Many journalists are on Twitter/X. Follow them, engage with their posts, and pitch them directly if your news is relevant.
The Bottom Line: What ChatGPT Can Help You Do
ChatGPT is an incredible tool for writing press releases, but it’s only as good as the person using it. You’ll still need to:
Refine the tone.
Add compelling details.
Target the right journalists.
If you want to go even further, I can help you create a personalized ChatGPT that understands your voice—and your audience—so your press releases always stand out.
Because when it comes to PR, you’re not just writing—you’re competing for attention. Make it count.
