Last Updated on August 4, 2026 by Status.net Editorial Team
- Crafting Your Press Release Part 1
- Design and Formatting Part 2
- Examples and Templates Part 3
- The Press Release Distribution Process Part 4
- Promoting Your Press Release Part 5
A great press release grabs attention right from the start and makes your news interesting. To write a perfect press-release you need to follow a few key steps and stick to a clear format.
Part 1Crafting Your Press Release
Writing a Compelling Headline
The headline is the first thing people will see. It should be concise, clear, and grab attention.
- Keep it Short and Sweet: Aim for 6-10 words.
- Use Strong Verbs: Words like “launches,” “announces,” or “introduces” are effective.
- Be Specific: Include who, what, and why.
- Highlight What’s New: Use words like “new,” “first,” or “innovative.”
- Make it Relevant: Tailor the headline to your audience.
Examples:
- “TechCorp Launches New Tool for Developers”
- “City Hospital Introduces Modern Emergency Wing”
- “BestBurger Opens First Gluten-Free Restaurant”
- “GreenEnergy Announces Sustainable Partnership with EcoHomes”
- “ArtExpo 2024: The Must-See Event of the Year”
When you’re aiming for pickup by traditional outlets, keep an eye on capitalization conventions too. Many newsrooms follow AP style, which capitalizes only the first word and proper nouns in a headline rather than every major word. If you’re sending your release straight to journalists, matching their house style can make your headline feel like copy they can run with directly rather than sales language they need to rewrite.
A few more headline examples, across different types of announcements:
- “Local Bakery Chain Expands to Three New States”
- “National Bank Launches Fee-Free Checking Account”
- “University Names New Dean of Engineering”
Creating a Strong Lead
The lead answers the most important questions: who, what, when, where, and why.
- Start with the Basics: Clearly state the main news.
- Be Concise: Keep it to one or two sentences.
- Use Active Voice: Make the text engaging and direct.
- Include Key Details: Don’t leave out essential information.
- Grab Attention: The first few words should hook the reader.
Examples:
- “City Hospital opened its new emergency wing, equipped with the latest technology, on September 1, 2024.”
- “BestBurger unveiled its first-ever gluten-free restaurant in downtown Austin.”
- “GreenEnergy signed a partnership with EcoHomes to promote sustainable living solutions.”
- “ArtExpo 2024, featuring over 500 artists, kicks off next week at the Grand Convention Center.”
The ideal lead length can shift slightly depending on where the release will run. A lead written for a wire service or a journalist’s inbox often works best as one tight sentence, while a lead posted on your own newsroom page has a little more room to breathe. Either way, resist the urge to bury the news under adjectives. If a reader only sees your first sentence, they should still walk away knowing exactly what happened.
Developing the Body of Your Press Release
The body provides detailed information about your news.
- Expand on the Lead: Offer more details about the who, what, when, where, and why.
- Add Quotes: Add credibility with quotes from relevant people.
- Add Statistics or Facts: Make your release more convincing.
- Maintain a Neutral Tone: Stay factual and avoid opinions.
- Break Up Text: Use short paragraphs for readability.
Examples:
- “City Hospital’s emergency wing features 50 new beds and state-of-the-art equipment. ‘We are dedicated to providing the best care possible,’ said Dr. Jane Smith.”
- “The gluten-free restaurant in Austin by BestBurger is a response to rising demand for dietary-specific options. ‘We listened to our customers,’ said founder Mike Lee.”
- “GreenEnergy and EcoHomes will focus on solar panel installations. ‘Our partnership will help thousands switch to renewable energy,’ said EcoHomes CEO Sarah Green.”
- “ArtExpo 2024 will showcase modern and classic art. ‘We’re excited to bring together such diverse talent,’ said event organizer Patricia Rose.”
A good quote sounds like something a person would actually say out loud rather than a marketing tagline with quotation marks around it. Avoid stacking multiple quotes from the same person. One strong quote from your spokesperson and, when relevant, one from a partner, customer, or third-party expert usually carries more weight than several thin ones.
Concluding with a Boilerplate
The boilerplate is a brief paragraph about your company or organization. It often remains the same across different press releases.
- Brief Overview: Include the company’s history and core mission.
- Highlight Achievements: Mention major accomplishments or awards.
- Contact Information: Provide ways to reach you for more details.
- Update Regularly: Make sure it reflects any recent changes or updates.
- Keep It Short: Aim for about 2-3 sentences.
Examples:
- “TechCorp, founded in 2010, is a leading innovator in AI technologies. Our mission is to simplify tech for everyone. For more information, visit www.techcorpexample.com or contact us at contact@techcorpexample.com.”
- “City Hospital, established in 1965, provides top-tier healthcare services. We serve millions of patients each year. Learn more at www.cityhospitalexample.com or call (123) 456-7890.”
- “BestBurger, since 2005, has been committed to offering delicious, healthy options. We have over 200 locations nationwide. Visit www.bestburgerexample.com or email info@bestburgerexample.com.”
- “GreenEnergy is dedicated to renewable energy solutions since 1998. We have installed over 10,000 solar panels to date. For more details, check out www.greenenergyexample.com or reach us at (987) 654-3210.”
- “ArtExpo is the premier art show bringing together artists globally. Celebrating creativity since 1980, visit www.artexpoexample.com or contact us at events@artexpoexample.com.”
Because the boilerplate is meant to stay largely the same from release to release, it’s worth treating it the way you would an “About Us” page: something you revisit every few months rather than something you rewrite for each announcement. If your company changes its name, adds a major certification, or crosses a meaningful growth milestone, update the boilerplate everywhere at once so every release in circulation reflects the same story.
Common Press Release Mistakes to Avoid
Even a well-researched announcement can get overlooked if the release itself has avoidable problems. After the news itself, format and clarity are what separate a release a journalist can use from one that lands in the trash folder.
- Burying the news: If a reader has to reach paragraph three to find out what actually happened, the release needs to be restructured around the inverted pyramid.
- Writing like an advertisement: Words like “revolutionary,” “world-class,” or “game-changing” read as promotional rather than newsworthy. Let the facts and quotes carry the excitement instead.
- Skipping the dateline or contact information: A journalist who wants to follow up needs to know where the news is happening and who to call, and a missing contact section is one of the fastest ways for a story to be dropped.
- Overlong releases: Most press releases work best at 400 to 600 words. If you find yourself past a page, look for details that belong in a linked backgrounder instead.
- Sending as an image or a locked PDF only: Reporters often need to copy text directly into their own systems. Include the release as plain text in the email body in addition to any attached file.
- Forgetting to proofread names, dates, and titles: A factual error in the first paragraph can cost you credibility with an editor before they finish reading.
Part 2Design and Formatting
The Structure of a Press Release
A good press release starts with a compelling headline. This headline should be short, clear, and attention-grabbing. It’s the first thing readers will see, so make it count.
Next, include a subheading to provide more details about the press release. This should further entice the reader to continue.
The body of the press release should follow the inverted pyramid style. This means starting with the most important information at the top, then gradually adding more details.
Use short paragraphs and bullet points for clarity. It makes the release easier to skim, which is how most people read. Always include a boilerplate at the end with information about your company.
If you want a quick outline to follow every time, most standard press releases include the same core elements in the same order:
- “FOR IMMEDIATE RELEASE” (or an embargo date): This line sits at the very top, left-aligned, and tells the media when they’re free to publish the story. If you need outlets to hold the news until a specific date, replace it with “Embargoed until [date, time, time zone].”
- Headline: Bold, centered, or left-aligned depending on your house style, but always the most prominent line on the page.
- Subheadline (optional): A single sentence in a smaller font that adds context the headline couldn’t fit.
- Dateline: The city and state (or country) where the news originates, followed by the date, such as “AUSTIN, Texas, Sept. 1, 2025.” This opens the first sentence of the lead paragraph.
- Lead paragraph: The who, what, when, where, and why, in one to two sentences.
- Body: Supporting details, quotes, and context, ordered from most to least important.
- Boilerplate: The standing paragraph about your organization.
- Contact information: Name, title, phone number, and email of the person reporters should contact.
- End marker: A simple “###” or “-30-” centered below the contact information, a newsroom convention that signals there is no more content to follow.
This outline works whether you’re writing a traditional press release, a news release for a wire service, or a shorter media release meant for local outlets. The labels differ by region and industry, but the skeleton underneath stays consistent.
Adding Multimedia and Links
Visual elements can convey information quickly and keep the reader engaged. You can include high-quality images related to your announcement.
For example, if it’s a product launch, include photos of the product. Media links can provide additional information. Hyperlink key words that direct readers to more content, such as a product page or your company’s website.
(Make sure the media links are relevant and add value.)
If you have several assets to share, a linked online newsroom or media kit page works better than attaching everything to the email. Include your logo in a couple of file formats, a few high-resolution photos, and, if relevant, a short video or b-roll clip. Label each file clearly so a reporter under deadline pressure doesn’t have to guess what “IMG_4521.jpg” contains.
Formatting a Press Release in AP Style
Many newsrooms still write and edit using the Associated Press Stylebook, so a release that already follows AP conventions is easier for an editor to run with minimal changes. You don’t need to memorize the entire stylebook, but a few habits go a long way:
- Spell out numbers one through nine, use numerals for 10 and above: “five new locations” and “12 new hires” rather than “5 new locations.”
- Abbreviate most months when paired with a specific date: “Jan. 5, 2025” rather than “January 5, 2025,” though March, April, May, June, and July are always spelled out.
- Use one space after a period, not two.
- Avoid excessive capitalization: job titles are lowercase unless they come directly before a name, such as “chief executive Jane Smith” versus “CEO Jane Smith” when the title functions as part of the name.
- Keep the dateline format consistent: city name in capital letters, followed by the state abbreviation (using AP’s specific state abbreviations, which differ from postal codes) and the date.
- Write in third person throughout the body and save first-person language for direct quotes only.
AP style matters most when you’re pitching traditional newspapers, wire services, or broadcast outlets. If your release is going straight to your own blog or a niche industry newsletter, a lighter touch is often fine, since the receiving editor’s house style will take over anyway.
Press Release vs. Press Statement vs. Press Note
These terms overlap so often that many people use them interchangeably, but there are some useful distinctions worth knowing, especially if you’re writing for an international or government-adjacent audience.
- Press release / news release / media release: Functionally the same document. “Press release” and “news release” are the most common terms in North America, while “media release” is used frequently in Australia and parts of Europe. All three follow the same headline, dateline, body, and boilerplate structure.
- Press statement: Usually shorter and more reactive. A press statement often responds to a question, an event, or a piece of news that already broke, rather than announcing something new, and it may skip the boilerplate and formal dateline in favor of getting a position on record quickly.
- Press note: A term used often in India and in some government communications, functionally equivalent to a press release. If you’ve been asked for a “press note format,” the standard press release outline covered earlier in this guide will meet that request.
Part 3Examples and Templates
Examples and templates can help you understand what makes a strong press release. Below we’ll look at some specific examples and then move on to customizable templates for your use.
Press Release Examples
Example 1: Event Press Release
Title: Local Charity Marathon Raises Over $50,000 for Children’s Hospital
Body: The annual charity marathon held on Saturday attracted over 2,000 participants. The funds raised will be used to upgrade the pediatric wing at the local children’s hospital. Many community leaders attended the event, showing wonderful support.
What We Like: It clearly states the purpose and success of the event and mentions community involvement.
Example 2: Product Launch Press Release
Title: (…) Corp Introduces Revolutionary New Smartphone
Body: (…) Corp is excited to announce the release of its latest smartphone, which features cutting-edge technology and innovative design. The launch event will take place on September 15th and will include hands-on demonstrations.
What We Like: The excitement comes through in the writing, and it gives specific details about the product and its features.
Example 3: Company Milestone Press Release
Title: (…) Inc. Celebrates 20 Years in Business
Body: This year marks the 20th anniversary of (…) Inc., a leader in providing software solutions. The company plans to celebrate with a gala event, thanking all employees and clients for their support over the years.
What We Like: It focuses on the milestone achievement and includes plans for celebration, which adds a human touch.
Example 4: Partnership Announcement Press Release
Title: (…) Ltd. and (…) Corp. Announce Strategic Partnership
Body: (…) Ltd. and (…) Corp. are delighted to announce a new strategic partnership aimed at enhancing technology solutions for their clients. This collaboration combines (…)’s industry experience with (…)’s innovative tools.
What We Like: The announcement is clear about the partnership’s purpose and potential benefits.
Example 5: New Hire Press Release
Title: (…) Tech Welcomes New Chief Financial Officer
Body: (…) Tech is pleased to announce Jane Smith as the new Chief Financial Officer. Jane brings over 15 years of experience in financial management and has previously worked with top tech firms. Her expertise will help guide (…) Tech through the next phase of growth.
What We Like: The release provides information about the new hire’s background and expected contributions.
Customizable Press Release Templates
Template 1: Event Press Release
Title: [Event Name] Raises [Amount] for [Cause]
Body: [Event Name] held on [Date] saw [Number] participants gather to support [Cause]. The funds raised will be used for [Specific Purpose]. Key figures who attended included [Names], showing remarkable community spirit.
Template 2: Product Launch Press Release
Title: [Company Name] Unveils [Product Name]
Body: [Company Name] proudly announces the launch of [Product Name], featuring [Key Features]. The product will be available starting [Launch Date] and includes innovative attributes like [Unique Selling Points].
Template 3: Company Milestone Press Release
Title: [Company Name] Reaches [Milestone]
Body: [Company Name] is celebrating [Years in Business] years of service. To mark this occasion, a [Type of Event] will be hosted on [Date]. This milestone reflects our commitment to [Core Values].
Template 4: Partnership Announcement Press Release
Title: [Company A] and [Company B] Forge New Partnership
Body: [Company A] and [Company B] are excited to announce a partnership aimed at [Goals]. Combining [Company A’s Strengths] with [Company B’s Strengths], this collaboration promises to deliver [Benefits].
Template 5: New Hire Press Release
Title: [Company Name] Appoints [New Hire’s Name] as [Position]
Body: [Company Name] is thrilled to welcome [New Hire’s Name] as [Position]. With [Number] years in the industry, [New Hire’s Name] brings [Skills/Experience]. This addition comes at a pivotal moment in [Company’s Next Phase].
More Press Release Examples by Type
Not every announcement fits the “new product” or “new hire” mold. Here are a couple more formats worth having on hand.
Example 6: Press Statement
Title: Statement from (…) Corp Regarding Recent Service Outage
Body: “(…) Corp is aware of the service disruption affecting customers in the Midwest region beginning at 9:00 a.m. CT. Our technical team identified the cause and restored full service by 11:30 a.m. CT. We apologize for the inconvenience and are reviewing our systems to prevent a repeat occurrence.”
What We Like: It’s short, factual, and gets straight to what happened and what was done, with no extra promotional language.
Example 7: Media Alert
Title: Media Alert: Mayor to Unveil New Riverfront Park Friday at 10 a.m.
Body: “Members of the media are invited to attend the ribbon-cutting ceremony for the new Riverfront Park on Friday, June 6, at 10 a.m. at 400 River Road. Mayor Elena Ruiz and members of the City Council will be available for interviews following the ceremony.”
What We Like: A media alert focuses on logistics, who, what, when, and where to show up, rather than telling the full story, since the story is meant to unfold live.
More Press Release Templates by Type
Template 6: Press Statement Template
Title: Statement from [Company Name] Regarding [Situation]
Body: [Company Name] is aware of [Situation]. [Brief explanation of what happened and what action was taken]. [Optional line on next steps or ongoing commitment].
Template 7: Media Alert Template
Title: Media Alert: [Event Name] on [Date] at [Time]
Body: Members of the media are invited to attend [Event Name] on [Date] at [Time] at [Location]. [Names/Titles] will be available for [interviews/photos/comment] following the event.
Template 8: Blank Press Release Skeleton
FOR IMMEDIATE RELEASE
Headline: [Headline]
Dateline: [CITY, State, Month Day, Year]
Lead: [Who, what, when, where, and why in one to two sentences.]
Body: [Supporting details, quotes, and context.]
Boilerplate: [Company Name] is [brief company description]. For more information, visit [website] or contact [email/phone].
Contact: [Name], [Title], [Phone], [Email]
###
Part 4The Press Release Distribution Process
Selecting Media Outlets and Journalists
Send your press release to outlets and journalists who are likely to be interested in your story:
- Research the publications, blogs, and news sites that cover your industry or topic.
- Create a list of key journalists who have written about similar topics before.
- Personalize your emails to show you’ve done your homework.
- Highlight why your news would be of interest to their audience.
Targeting the right people increases the chances of getting media coverage.
A media list built for one campaign is worth keeping and updating for the next one. Note which journalists responded, which ignored your pitch, and which asked for exclusivity, and use that history to refine who you approach next time.
Email and Social Media Strategies
Once you’ve selected your targets, it’s time to send your press release. Email remains a powerful tool. Write a clear and engaging subject line to grab attention. Use a brief, compelling email body that summarizes your key points. Attach the full press release as a PDF or include it in the email body for easy access.
Don’t forget social media. Share your press release on platforms where your audience is active.
A short pitch email built around your release might look like this:
Subject: New Emergency Wing Opens at City Hospital Sept. 1
Body: “Hi [Reporter’s Name], City Hospital is opening a new 50-bed emergency wing on September 1, and I thought it might be a good fit for your coverage of local healthcare. I’ve attached the full release below, and I’m happy to set up an interview with Dr. Jane Smith if that’s useful. Thanks for considering it, [Your Name].”
Keep the email itself shorter than the release. The goal is to give a reporter enough to decide whether to open the attachment, not to repeat the entire announcement in the body.
Timing Your Release for Maximum Impact
Mornings are generally better because journalists start their day looking for fresh stories. Avoid sending it on weekends or holidays when fewer people are checking emails.
Consider the news cycle. If there are major events happening, your news might get overshadowed. Plan your release on a day when it can stand out. (Think about time zones if your target audience is international.)
Press Release Distribution Services and Wire Services
Reaching out to journalists directly works well when you already know who covers your industry. When you need broader reach, or you’re announcing something with national or industry-wide relevance, a paid wire service can be worth the cost.
- Wire services (the type used for major financial and corporate announcements) distribute your release to large networks of media outlets, financial terminals, and news aggregators, and they typically require a fee based on word count and distribution reach.
- Online distribution platforms push your release to a mix of media outlets and websites and often include some search engine visibility as a side benefit, though actual journalistic pickup varies widely by platform.
- Direct outreach costs nothing beyond your time and tends to produce more meaningful coverage, since it goes straight to a journalist who already covers your topic rather than into a general feed.
In most cases, a mix works best: send your release directly to the handful of reporters most likely to care, and consider a distribution service for the wider reach it adds on top.
Part 5Promoting Your Press Release
Leveraging Social Media and Influencers
Using social media platforms is a fast way to spread your press release. Share it on Facebook, Twitter, LinkedIn, and Instagram. Make your posts engaging by adding eye-catching images, videos, or infographics. Use relevant hashtags to make your posts easily discoverable.
Tag influencers in your posts and ask them to share it. This helps reach a wider audience. For instance, if your press release is about a new product, collaborating with an influencer who has expertise in that area can gain more media coverage.
Example: If your brand launches a new eco-friendly product, reach out to influencers who focus on sustainability. Partner with them to share your press release and create posts that highlight the product’s benefits.
Following Up with Reporters and Media Outlets
After sending out your press release, follow up with reporters who cover your industry. Let them know you sent the press release and highlight why it’s newsworthy.
Personalization is key. When you follow up, include a note on why your story is a good fit for their audience. Build relationships with reporters so they keep you in mind for future stories.
Example: If your press release is about a local event, reach out to reporters who cover community news. Mention how the event benefits the community and why it would interest their readers.
Measuring Success and Engagement
To know if your press release promotion works, you need to measure its success. Track metrics like the number of shares, likes, and comments on social media. You can also use tools like Google Analytics to see the traffic to your website from the press release.
Example: If your press release aims to drive action, such as signing up for a webinar, you can measure the number of sign-ups and compare this with your usual sign-up rate to see the impact of your promotion.
If your release includes links back to your website, keep an eye on referral traffic and, over time, on whether any outlets that picked up the story linked to your site directly. Those backlinks often carry lasting SEO value well after the initial news cycle fades.
Frequently Asked Questions
What are the key elements to include in a press release?
A press release should include a headline, dateline, introduction, body, company information, and contact details. Your headline should grab attention. The introduction should answer the who, what, when, where, and why. The body provides more details and context, while the company information and contact details tell readers who to reach out to for more information.
Can you provide an example of a press release for a new product launch?
Headline: “(…) Corp Launches Revolutionary Kitchen Gadget”
Dateline: “September 1, 2025 – New York, NY”
Introduction: “(…) Corp is excited to announce the launch of its new kitchen gadget, the SmartMix 5000, designed to simplify cooking and baking for everyone.”
Body: “The SmartMix 5000, featuring state-of-the-art technology, allows users to measure ingredients, mix doughs, and much more with ease. Available starting next month, it promises to change the way you cook.”
Company Information: “(…) Corp has been a leader in kitchen innovations for over a decade.”
Contact: “Jane Smith, Public Relations Manager, (555) 555-5555, janesmith@corpexample.com”
What is the best way to format a press release in a Word document?
To format a press release in Word, use 12-point Times New Roman or Arial font.
- Set one-inch margins on all sides.
- Start with a headline in bold, followed by the dateline.
- Keep paragraphs short, and use double-spacing between them.
- Include your contact information at the top or bottom of the document.
What’s the difference between a press release and a press statement?
A press release announces something new, such as a launch, hire, partnership, or milestone, and follows the full headline-dateline-body-boilerplate structure. A press statement typically responds to an existing situation, question, or event, is often shorter, and may skip the boilerplate and formal dateline in favor of getting a position on record quickly.
What is a press release boilerplate, and how long should it be?
A boilerplate is the standing paragraph at the end of a press release that describes your company, its history, and its mission. It usually runs two to three sentences and stays consistent across most of your releases, so readers and journalists always know who they’re reading about.
What is a dateline, and how should I format it?
A dateline is the short line that opens the first sentence of your lead paragraph, showing where and when the news originates. A standard format looks like “AUSTIN, Texas, Sept. 1, 2025,” with the city in capital letters, the state abbreviated per AP style, and the date following.
What does “FOR IMMEDIATE RELEASE” mean, and when should I use an embargo instead?
“FOR IMMEDIATE RELEASE” tells journalists and editors they’re free to publish the story as soon as they receive it. If you need media outlets to hold the story until a specific date and time, for example to coordinate a coverage window, replace that line with “Embargoed until [date, time, time zone]” instead.
Do I need to follow AP style when writing a press release?
AP style is not a strict requirement, but it helps when you’re targeting traditional newspapers, wire services, or broadcast outlets whose editors already write in that style. If your release is heading straight to your own blog, a niche newsletter, or a social channel, a lighter formatting approach is often fine.
How long should a press release be overall?
Most effective press releases run between 400 and 600 words, roughly one printed page. If your draft runs longer, look for background details that could move to a linked page or a separate fact sheet instead of staying in the release itself.
What is a press note, and is it different from a press release?
A press note is functionally the same as a press release. The term is used often in India and in some government and institutional communications. If you’ve been asked for a press note format, following the standard headline, dateline, lead, body, boilerplate, and contact structure covered earlier will meet that request.
Should I send a press release as a PDF, a Word document, or plain text in the email body?
Including the release as plain text directly in the email body is often the safest approach, since it lets a journalist read and copy it without opening an attachment. A PDF or Word document attached alongside the email text gives them a backup copy formatted for printing or forwarding.
What is a media alert, and how is it different from a full press release?
A media alert is a short notice focused on logistics: who, what, when, and where reporters can show up for an event. A full press release tells the complete story with quotes and context, while a media alert simply invites the media to witness the story as it happens.
What does the “###” or “-30-” symbol at the end of a press release mean?
Both symbols are traditional newsroom markers that signal the end of the document, so an editor or wire operator knows there is no additional content to follow. Including one is optional, but it’s a small, professional touch that traditional media outlets recognize immediately.