How to Hire a Press Release Writer: What to Look For, Questions to Ask and Red Flags
How to Hire a Press Release Writer: What to Look For, Questions to Ask and Red Flags
Quick Answer: To hire a good press release writer, shortlist people with experience in your industry, check samples that were actually published (not just drafted), ask how they find a news angle and handle facts, run a small paid test or first release, and give them a complete brief. Avoid writers who guarantee coverage, cannot show live published work, skip fact-checking or will not agree revisions and confidentiality in writing.
Written by Sarah Whitfield, SEO & PR Strategist at King Newswire, specialists in press release writing, editorial review and distribution. (Last Reviewed: October 2026)
Once you have decided to bring in outside help, the hard part is choosing the right person. Press release writing looks simple from the outside, so the market is full of writers who can produce clean copy but not news that editors will run. This guide covers how to evaluate and hire a writer, step by step. If you are still deciding whether to outsource at all, read should you hire a press release writer or write it yourself first.
Key Takeaways
- Industry knowledge and a track record of published releases matter more than general writing talent.
- Verify samples: check they went live, read them as an editor would and confirm the writer actually wrote them.
- A short interview and a paid first release reveal more than any portfolio.
- The quality of your brief largely decides the quality of the release.
- Anyone who guarantees media coverage is a red flag.
Where to Find Press Release Writers
The usual sources each suit a different need:
- PR agencies: access to a team of writers, often with media relations and wider PR planning included, at a higher cost.
- Freelance marketplaces: sites such as Upwork, Fiverr and Freelancer let you review portfolios and ratings and compare budgets.
- LinkedIn: useful for finding writers with specific industry experience and checking their professional history.
- Writing-and-distribution services: providers that write, review and distribute the release in one place, so you are not managing separate suppliers.
Whichever route you take, the evaluation steps below are the same.
What to Look For in a Press Release Writer
1. Experience in your industry
A writer who already knows your sector understands its vocabulary, its trade publications and what counts as news there. That shortens the briefing process and makes the release more likely to be picked up by the outlets your audience reads.
2. A news sense, not just good prose
The core skill is turning company information into a story an editor will publish: a clear angle, the most important facts first and no promotional language. Ask candidates to explain the angle they chose in their samples.
3. Command of press release format and style
Look for headlines, datelines, a tight opening paragraph that answers the five Ws, attributed quotes, a boilerplate and a media contact. Familiarity with AP style is standard for releases aimed at U.S. media.
4. Accuracy and proofreading
A release goes out under your company’s name, so errors reflect on you. Strong editing and proofreading, plus a habit of checking every figure and claim, are non-negotiable.
5. SEO awareness
Releases are read by search engines as well as journalists. A good writer places relevant keywords naturally and uses links sensibly, without stuffing.
6. A verifiable track record
Recent client testimonials and releases that were published by real outlets give the best insight into what a writer can deliver.
How to Check a Writer’s Portfolio and Samples
- Ask for live links. Published releases show the work passed an editorial review and went out under a client’s name.
- Read them as an editor would. Is the news clear from the headline and first paragraph? Would you understand the story without the company’s context?
- Look for range. Product launches, partnerships, funding, leadership and event releases each need a different approach.
- Check the facts and tone. Hype words, unsupported claims or vague figures in samples will appear in your release too.
- Confirm authorship. Ask what the writer’s role was: original draft, heavy edit or final polish.
- Request a reference. A short conversation with a past client tells you about reliability, deadlines and revisions.
Questions to Ask Before You Hire
- What experience do you have in our industry, and which outlets have run releases you wrote?
- How do you decide on the news angle for a release?
- What information do you need from us, and who will you want to interview?
- How do you verify figures, claims and quotes?
- What style guide do you follow?
- How many revision rounds are included, and what is your turnaround time?
- Do you use AI tools, and how is the draft reviewed and fact-checked?
- Will you sign a confidentiality agreement for unannounced news?
- Who owns the copy once it is delivered?
- Can you prepare the release for our distribution platform’s submission guidelines?
Test Before You Commit
For an ongoing relationship, start with one paid release on a real but lower-stakes announcement. Judge the result on the questions that matter: did the writer find a genuine angle, ask good questions, meet the deadline, handle feedback well and deliver copy that needed little correction? That single project is a far better predictor than a polished portfolio.
How to Brief Your Press Release Writer
Even an excellent writer depends on the information you provide. A complete brief includes:
- The news: what is being announced, in one or two sentences.
- Key facts: dates, locations, figures, product details and names, all confirmed.
- Why it matters: the problem solved, the market context and who benefits.
- Target audience and outlets: customers, investors, trade media or local press.
- Quotes or interview access: a named spokesperson and their title.
- Supporting material: previous releases, the approved boilerplate, brand terms to use or avoid, and images.
- Logistics: deadline, approvers, embargo details and the media contact to list.
Agree in advance who approves the final draft, and keep that group small so feedback is consistent.
Red Flags to Watch For
- Guaranteed coverage. No writer can promise that journalists will write about your news. Distribution can guarantee publication on partner sites, but editorial coverage is the outlet’s decision.
- No live published samples, or samples that read like advertisements.
- No questions. A writer who does not ask about your news, audience or facts will produce generic copy.
- Unclear scope. No written agreement on price, revisions, turnaround or ownership.
- Unedited AI output or copy that repeats your website word for word.
- Casual handling of confidential information before an announcement is public.
Hiring a Writer Through King Newswire
If you would rather not run this process yourself, King Newswire’s in-house writers draft releases to AP style and journalistic format, every release passes editorial review before publication, and the finished release can be distributed through the same platform. See our press release writing service for what is included, and share King Newswire’s press release guidelines with any outside writer so their draft is ready for submission.
FAQs
1. What qualifications should a press release writer have?
Look for experience in PR, journalism or corporate communications, knowledge of your industry, command of press release format and AP style, strong proofreading, SEO awareness and a record of releases published by real outlets.
2. How do I verify a press release writer’s samples?
Ask for live links to published releases, read them for a clear news angle and factual tone, confirm the writer’s role in each one and speak to a past client if possible.
3. What should I include in a brief for a press release writer?
The news itself, confirmed facts and figures, why it matters, the target audience and outlets, spokesperson details, your boilerplate, supporting material, deadline, approvers and any embargo.
4. Should a press release writer guarantee media coverage?
No. Coverage decisions belong to journalists and editors. A writer can make your release more newsworthy and a distribution service can publish it on partner sites, but anyone promising editorial coverage is overselling.
5. Is it worth testing a writer before a long-term arrangement?
Yes. One paid release on a real announcement shows how the writer handles angle, facts, deadlines and feedback better than any portfolio.