Before you write a single word, ask yourself: "Is this actually news?"
Press releases should announce something new, significant, or timely. If your announcement isn't newsworthy, distribution networks will reject it—and we can't help with that.
Funding & Financial News:
Product & Service Launches:
Partnerships & Collaborations:
Company Milestones:
Awards & Recognition:
Executive Appointments:
Research & Reports:
Events & Conferences:
Routine Business Operations:
Overly Promotional Content:
Personal Opinions:
Minor Updates:
Vague Announcements:
Press releases follow a standard format that journalists and news sites expect. Stick to this structure for best results.
Requirements:
✅ Good Headlines:
❌ Bad Headlines:
Requirements:
Example: "The funding round, led by Cape Town-based venture capital firm Knife Capital, will be used to expand PayFast's AI-powered payment processing platform across sub-Saharan Africa and hire 50 additional engineers."
Format: CITY, Country - Month Day, Year
Examples:
Rules:
Requirements:
Example: "CAPE TOWN, South Africa - January 15, 2025 - PayFast, a Cape Town-based fintech startup, announced today it has closed a R25 million Series A funding round led by Knife Capital. The funding will be used to expand PayFast's AI-powered payment processing platform across sub-Saharan Africa and hire 50 additional engineers over the next 12 months."
Structure:
Paragraph 2: Expand on the announcement with key details
Paragraph 3: Add supporting information
Paragraph 4: Include a quote from company leadership
Paragraph 5: Explain impact and future plans
Writing Tips:
Requirements:
Example: "About PayFast: Founded in 2020, PayFast is a Cape Town-based fintech company that provides AI-powered payment processing solutions for African businesses. The company currently serves over 5,000 merchants across South Africa and has processed over R500 million in transactions. For more information, visit www.payfast.co.za."
Requirements:
Example: "Media Contact:
Sarah Johnson
Head of Marketing, PayFast
sarah@payfast.co.za
+27 21 123 4567
www.payfast.co.za"
Ideal Length: 400-600 words
Minimum: 300 words
Maximum: 800 words
Why this matters:
Use Third-Person Perspective:
Be Factual, Not Promotional:
Avoid Direct Address:
Keep It Professional:
Grammar Requirements:
Formatting Requirements:
Common Mistakes to Avoid:
Press releases are powerful SEO tools when done right. Here's how to optimize your hyperlinks for maximum benefit.
Recommended Distribution:
Link 1: Homepage (Brand Anchor)
Link 2: Main Product/Service Page (Keyword Anchor)
Link 3: About Page or Company Info (Mixed Anchor)
Link 4: Specific Landing Page (Contextual Anchor)
Link 5: Blog Post or Resource (Natural Anchor) (Premium and above)
✅ Good Anchor Text:
Examples:
❌ Bad Anchor Text:
Where to Place Links:
Where NOT to Place Links:
✅ Good URLs to Link:
❌ URLs to Avoid:
Images make your press release more engaging and shareable. Here's how to include them properly.
File Format:
File Size:
Dimensions:
Quality:
✅ Good Image Choices:
Product Photos:
Team Photos:
Infographics:
Company Assets:
Charts & Graphs:
❌ Images to Avoid:
Image 1: Featured Image (Hero Shot)
Image 2: Supporting Visual
Image 3: Company Logo or Team Photo (Premium and above)
Image 4: Additional Context (Premium and above)
Why Alt Text Matters:
Alt Text Best Practices:
Examples:
✅ Good Alt Text:
❌ Bad Alt Text:
You Must Have Rights to Use All Images:
Where to Get Images:
Free Stock Photos (with attribution):
Paid Stock Photos:
Custom Photography:
❌ Never Use:
Embed Videos for Maximum Engagement
Videos significantly increase engagement and time-on-page. Here's how to include them in your press release.
All Packages: 1 video embed supported
✅ Supported:
❌ Not Supported:
Length:
Quality:
Format:
Accessibility:
✅ Good Video Content:
Product Demos:
Announcement Videos:
Explainer Videos:
Customer Testimonials:
Behind-the-Scenes:
❌ Video Content to Avoid:
Video Title:
Video Description:
Video Tags:
Thumbnail:
How to Embed:
Video Placement:
Content We Cannot Distribute
Distribution networks have strict guidelines about what content they'll accept. If your press release contains prohibited content, it will be rejected—and we can't override that.
Not Accepted:
Why: News networks must remain politically neutral.
Not Accepted:
Why: Distribution networks serve diverse audiences.
Not Accepted:
Why: Must maintain professional standards.
Not Accepted:
Why: Legal liability concerns.
Not Accepted:
Why: Distribution network policies.
Not Accepted:
Why: Legal restrictions vary by jurisdiction.
Exception: Medical cannabis companies with proper licensing may be considered on case-by-case basis.
Not Accepted:
Why: High risk of fraud or misleading claims.
Not Accepted:
Why: Securities regulations and fraud prevention.
Not Accepted:
Why: Regulatory restrictions.
Exception: Major licensed casinos or betting companies with legitimate news may be considered.
Not Accepted:
Why: Press releases must be newsworthy, not advertisements.
Not Accepted:
Why: Health misinformation concerns.
Exception: Legitimate medical companies with FDA/regulatory approval may be considered.
Not Accepted:
Why: Lack of scientific basis.
Not Accepted:
Why: Distribution network policies.
Exception: Mainstream dating apps or relationship counseling services may be considered.
Not Accepted:
Why: High fraud risk and regulatory uncertainty.
Exception: Established blockchain companies with legitimate news (funding, partnerships, technology breakthroughs) may be considered on case-by-case basis.
Special Requirements:
Why: Legal and regulatory compliance.
When You Need Additional Documentation
In certain situations, we require proof or clearance before distributing your press release.
If you're an agency submitting on behalf of a client:
If your press release includes:
We may request:
If your press release includes:
We may request:
If your press release includes:
We may request:
If announcing partnerships with:
We may request:
