Key Takeaways
- A press release is a one-page, news-style statement sent to journalists. A professional press release is usually between 400–600 words covering the 5 Ws (who, what, when, where, why, and how in the first two paragraphs.
- As a standard, press releases follow a similar structure or outline, starting with the Headline, Dateline, Lead Paragraph, and body, the boilerplate, contact details, and an end notation like ###.
- For a piece of content to undergo editorial checks as a press release, it must be newsworthy, announcing events, product launches, funding rounds, acquisitions, and major milestones in general.
- We recommend you use AP-style language, a neutral third-person tone, and short paragraphs to improve readability and pass journalistic or editorial review.
- To achieve maximum impact, you need an effective press release distribution service to either syndicate your press release across different media sites or send your release to a targeted media list.
Writing press releases remains one of the most effective ways to earn media attention for your company. While social media has drastically changed how journalists gather and disseminate news, about 92% of journalists still use press releases as a source for their stories.
Now, not all press releases are designed or written to succeed. Most press releases get ignored as they are either too long, too promotional, or miss the key details reporters need. Journalists are one of the busiest people, and they sometimes only need to see the key details of a news release, not salesy or overtly promotional content.
What is a Press Release?
First written in 1906 by Ivey Lee, a press release is an official statement written by companies to be sent to journalists or published online via a company’s website or through a press release distribution wire service. We recommend a standard word count range of 400-600, in most cases, not more than two pages. A press release should cover the 5 Ws (What, Where, Who, When, Why) with a quote and boilerplate at the end.
A press release is clearly different from other forms of marketing-oriented content, as it should not read like a news article. It must be written in third person with the AP Style recommended as the standard style. Instead of “We are thrilled to announce our new product,” you write “Acme Corp announced the launch of its new product line on Tuesday.”
What is the difference between a press release and other forms of articles?
| Element | Press Release | Blog Post | Advertisement |
|---|---|---|---|
| Tone | Neutral, factual | Conversational | Promotional |
| Voice | Third person | First/second person | Second person |
| Goal | Earn coverage | Educate/engage | Sell |
| Audience | Journalists | Customers | Customers |
| Format | Standardized | Flexible | Creative |
While a press release is not a marketing copy, in some cases it can help you with search visibility especially when people search for “Brand + Product Launch/Event” type of query. When published on your company website’s “News” page, they can rank in Google and contribute to search engine rankings, making them valuable for both public relations and SEO.
Why Press Releases Still Matter in 2025
While social media, AI and short sideos and other forms of content are the biggest rave, press releases will continue to stay relevant, and it is a crucial part of how journalists gather new sources. Journalists and media channels still rely on well-crafted and data-rich press releases for accurate and timely news creation.
What are the Benefits of writing a Press Release?
Earn free media coverage
Earned media is a powerful form of media coverage showing how your brand is both authoritative and a well-trusted source by the media. Earned media is a rare form of media coverage, so imagine your press release being picked up as a form of earned media. While other forms of media can give reach, earned media helps build trust and credibility.
Build brand reputation
Looking to build or boost your brand reputation? Consistent and factual releases establish trust during new product launches, crises, mergers or leadership changes. In most cases, when media outlets need to report on a company, they rely on official press release announcements.
Improve search visibility
While this is not the primary reason for writing press releases, a lot of smart people use keyword-optimised releases with links to their company website. This can further increase the chance of the press release on Google News and organic search results.
Simplify journalists’ work
Data-rich press releases are a powerful example in this case. Imagine a press release written by a travel company covering “The Best Hotels in Rural US” with unseen or surprising data. It could even be common data with a new twist. When such releases are sent to travel journalists towards the summer holiday, you can be sure it makes the job of any interested journalist easy.
When to Write a Press Release (and When Not To)
Not every development or update in the company deserves a press release. The question to ask: Would a journalist’s audience care about this? However, you should always be on the lookout for newsworthy events in your company to write press releases about when possible. Not all press releases are for the “public”; some are done as part of a regulatory process or to provide more information to a company’s shareholders.
When to use a press release:
- New product launch
- Funding round announcement (Series A, seed round, etc.)
- Acquisition or merger
- Market expansion
- Major event or conference
- Award wins or significant recognition
- Large partnership with a named company
- Executive appointment (C-suite level)
When not to use a press release:
- Minor discounts or sales
- Small feature tweaks
- Routine hires below the executive level
- Purely internal news
- Content that’s better suited for email, in-app messages, or social posts
When is the best time to publish a press release?
Choosing the optimal time to send out a press release can be a tricky task. We recommend sending out a press release within 4-6 weeks if you are making an event announcement. If it is a product launch press release, sending out the release 2 weeks before the launch can be effective.
You should always send out a follow-up release as well as a few days (not more than 7 days) after the event. Avoid sending out your PR on Mondays, as you can imagine, a lot of people will be busy planning for the week or scanning through loads of emails. The best time to send out a release is on Thursday between 10 am and 2 pm.
What are the Key Elements of a Press Release?
While all press releases follow a standard structure, there are key elements that make it easy for journalists to scan through faster and decide on newsworthiness.
Here are the core components in the order they appear:
- Headline
- Subheadline (optional)
- Dateline (location + date)
- Lead paragraph
- Body paragraphs
- Supporting quote(s)
- Boilerplate
- Contact information
- End notation
Every element mentioned is important as they are a part of a structure that helps in improving the effectiveness of your press announcement.
Headline
We recommend that you ensure your headline is concise and under 70 characters. Ensure you avoid any use of jargon and hype-filled adjectives like “revolutionary” or “groundbreaking.” Do not use words like “our, we, I, my, offer, promotion, sales” as they will be rejected at the editorial stage.
Readers will typically read just about 20% of the text in any given article, so if you want to learn how to write a press release, you need to master the art of writing a compelling headline.
Subheadline
In most cases, this is optional. The subheadline is an optional one-sentence line under the headline that adds a key detail the headline can’t fit, like a specific date, target audience, or impact statement.
Example: “AI-powered fintech platform aims to cut small-business payment delays by 40% in 2025”
We advise that you keep the headline in sentence case and ensure it is slightly smaller in text size compared to the headline. Avoid repeating words from the main headline; instead, add context, numbers, or a benefit that provides more context for the reader.
Dateline (Location and Date)
Dateline is used to mark the place where the news originates. So, for example, if the company publishing the press release is based in London, then the deadline would start with London.
Format: CITY, STATE — Month Day, Year —
Example: “NEW YORK, Jan. 15, 2025 —“
The city is written in all caps, followed by the abbreviated state or country if needed, a comma, the month (abbreviated or spelt out per AP Style), day, year, and an em dash.
This part of the press release relays the location or geographical source of the news. This can be very important for local or national media outlets, but less for international outlets.
Lead Paragraph
Your first or lead paragraph must cover the 5 Ws (who, what, when, where, why) plus “how” in the first one or two sentences immediately after the dateline. This is where you capture attention and deliver your key message.
Ensure that any reader can understand your press release in the first paragraph.
Example structure: “NEW YORK, March 12, 2025 — CloudSync Inc., a business automation platform, today announced the launch of its AI-powered invoice processing tool designed to help small businesses reduce payment delays by up to 40%”
Keep the first paragraph within 50–75 words using short, simple sentences. You can not add things like quotes to this part of the press release. Structure this as a single, concise paragraph, with the most newsworthy detail presented first (inverted pyramid style).
Body Section
Now that the introduction is done, the next step is the body. The body section of the press release covers important details, expanding on the introduction part of the press release. You should cover background information in this section, providing key features, supporting data, and relevant information that adds more depth to your story.
Potential data that you can include:
- Revenue figures or user counts
- Growth percentages
- Market size statistics
- Event capacity or attendance numbers
- Timeline details (e.g., rollout in Q3 2025)
Within the body, cover 2–3 concrete subtopics: what is changing, how it works, who it affects, and any timelines. The body section is the longest and is where most readers stop or bounce off. To improve retention, ensure key details are added to the body section so people spend a longer time reading through the body section.
The tone should read like a straightforward news article rather than marketing copy. Use neutral verbs: “announced,” “launched,” “opened,” “expanded.”
Quotes
Add at least one quote from a key person in your company or a spokesperson—the CEO, founder, project lead, or external partner. Use this to add a more personal feel to the press release. It can help you add emotion or vision instead of facts or data already mentioned or to be mentioned in the press release.
Quotes should add opinion, emotion, or vision rather than restate facts already mentioned.
Strong quote example: “This launch represents three years of development focused on one goal: helping 10000 small retailers improve cash flow before the end of 2025,” said Jane Smith, Chief Executive Officer of CloudSync Inc.
Attribution format: “said [Name], [Title] of [Company].”
Quotes are used as standard paragraphs within the body, helping you to inject an authoritative voice into the PR. We recommend a limit of two quotes in a single press release.
Boilerplate (“About” Section)
Boilerplates are the last paragraph in press releases. When you see “About [Company Name]” at the end of a PR, that is the boilerplate. Stick to a maximum of 100 words to ensure brevity and clarity.
What to Include in your boilerplate:
- Founding year
- Headquarters city
- One-sentence description of what the company does
- Typical customers or markets served
- One or two credibility markers (user count, funding total, key markets)
Example of a boilerplate
About CloudSync Inc.
Founded in 2019, CloudSync is a New York-based company that builds automation tools for small and medium-sized businesses across North America. The platform serves more than 15,000 active users and has processed over $2 billion in invoices. For additional information, visit www.cloudsync.com.”
Contact Information
The contact block appears below the boilerplate and includes a real person’s name, title, email address, and direct phone number.
Format: Media contact: Sarah Johnson, Director of Communications, CloudSync Inc., sarah@cloudsync.com, +1 (212) 555-0199
The contact info should be up to date and monitored on the release date, especially around big events or financial news. Do not include marketing CTAs like “Sign up now”—only practical press contact details.
Layout: left-aligned, one or two short lines, with clear labels so journalists can spot it immediately.
End Notation
Close the press release with a traditional end marker on its own line, centered:
Alternative notations include “-30-“ or “XXX,” but “###” is the most common modern standard. Leave a blank line before the end notation to separate it visually from the contact info.
This small formatting detail signals that no more content follows and makes the release look professional to media professionals.
Step-by-Step: How to Write a Press Release
The easiest way to write a release is to follow a clear sequence, then revise for clarity and length. Here’s the process:
Step 1: Define your news angle
Ask yourself: What is new? Why does it matter now? Who is affected? If you can’t answer these clearly, you may not have a press release-worthy announcement.
Step 2: Gather your facts
Collect all key details before writing: dates, names, titles, statistics, and quotes. Having accurate information upfront prevents errors later.
Step 3: Draft the body first
Write the facts and structure before worrying about the headline. This approach helps you understand what the story actually is.
Step 4: Write in third person
Avoid “we” and “you” in the body paragraphs. The only first-person usage should be inside direct quotes from spokespeople.
Step 5: Craft the headline and subheadline
Once the body is clear, write a headline that captures the core news in under 70 characters.
Step 6: Add your boilerplate and contact details
Pull from your template or update as needed.
Step 7: Final editing pass
Check AP Style basics (dates, numbers, titles), aim for one page total length, and verify the accuracy of all statistics, names, and dates.
Types of Press Releases (and How Writing Changes for Each)
Different announcement types require small adjustments in emphasis, structure, and data. The basic structure stays the same, but your lead and body should prioritize details that matter most for each scenario.
Common types to know:
- Product launch
- Event announcement
- Funding or investment
- Merger, acquisition, or partnership
- Award or recognition
- Leadership change
For each type, gather at least one concrete figure or milestone to avoid vague, generic statements. Press releases, depending on the announcement type, will emphasize different elements.
Product Launch Press Release
Focus the lead on what the product is, who it’s for, and when it becomes available. Include specific launch dates and regions.
Body content to include:
- 3–5 core features or benefits linked to real problems (saving time, reducing costs, improving security)
- Pricing tiers or free trial information
- Where to purchase (website, app stores, retail locations)
- One quote from a product leader framing why this matters in 2025
The overall tone should be factual and spec-driven, with one short, benefits-oriented paragraph that potential customers could easily understand.
Event Press Release
Your event press release should clearly state the event name, date, time, venue, city, and target audience in the opening paragraph.
Body content:
- Headlining speakers (by name)
- Agenda highlights and key sessions
- Ticket prices and tiers
- Registration links and deadlines
- One quote from the event organizer or a notable speaker
This type should feel like an invitation combined with a news announcement, ending with clear instructions on how to register or request media credentials.
Funding or Investment Press Release
The lead must mention the round type (seed, Series A), total amount raised (e.g., “$12 million”), date, and key investors.
Body content:
- How funds will be used (hiring, R&D, market expansion)
- 1–2 year outlook
- Quotes from both the CEO and a lead investor
- Hard metrics: revenue growth, user numbers, milestones achieved
The tone should be confident but restrained. Avoid exaggerated claims—focus on verifiable facts that justify the investment.
Merger, Acquisition, or Partnership Press Release
Clearly state which organizations are involved, the type of deal (full acquisition, strategic partnership, merger), and when it takes effect.
Include:
- How customers, employees, or partners will be affected in practical terms
- At least one quote from each side highlighting synergies
- Brief summaries of both organizations before the standard boilerplates
The layout should make the relationship between companies easy to understand at a glance, without complex legal jargon.
Award or Recognition Press Release
Name the award, the granting organization, the category, and the date received in the lead.
Body content:
- Short paragraph explaining why this award matters in the industry
- Quote from the CEO or relevant leader expressing appreciation
- Connection to specific achievements that earned the recognition
Avoid self-congratulatory language. Focus on customer value or innovation recognized by the award, with one paragraph pointing to future goals.
How to Write a Press Release: Formatting Your Press Release for Editors
Good formatting speeds up newsroom workflows and increases the chance your release is used as-is.
Layout guidelines:
| Element | Specification |
|---|---|
| Layout | Single-column, clean |
| Font | 11–12 pt, readable (Arial, Times New Roman) |
| Margins | Generous (1 inch minimum) |
| Graphics | Company logo only, at top |
| Paragraphs | Short, 2–4 sentences |
Header format: Add “For immediate release” or “Embargoed until [date/time]” at the top in small caps above the headline. For embargoed releases, be very clear about the date and time zone.
Avoid complex tables or nested bullet lists that can break in email clients or CMS systems. Keep the document simple enough that it looks professional when pasted into an email body.
Distributing Your Press Release
Even a perfectly written release fails if it isn’t seen by the right journalists at the right time. Distribution matters as much as writing.
Three main channels:
- Direct email to a curated media list — Most effective for targeted coverage
- Wire services (PR Newswire, Business Wire, EIN Presswire) — Best for broad reach or public companies
- Your own channels — Company website, LinkedIn, X, email newsletter
Building your media list
Create a segmented list with reporters’ names, outlets, beats (tech, finance, local news), and email addresses. Update it at least quarterly. Research shows tailored outreach yields 3x more coverage than mass blasts.
Timing best practices:
- Send Tuesday through Thursday
- Between 10:00 and 14:00 in the recipient’s time zone
- At off-hour minutes (10:07 rather than 10:00) to stand out
- Avoid Mondays, Fridays, and weekends
Email pitch structure
Write a short, personalized email pitch (a few sentences) that summarizes the angle and either attaches or links to the full press release. Never send the release as an attachment alone—paste the full text below your pitch.
Most companies find that combining direct outreach with a newswire service gives the best results, though many startups succeed with email outreach alone.
Common Mistakes to Avoid
Here’s what makes journalists ignore or delete a release:
Vague headlines — Headlines that don’t communicate what actually happened fail to capture attention. Be specific.
Missing basics — No date, location, or contact info makes a release useless to editors.
Long, blocky paragraphs — Journalists skim on mobile. Keep paragraphs short and add white space.
Sales language — Phrases like “buy now,” “limited time offer,” or excessive exclamation points make your release read like advertising. Research shows overly salesy releases get 70% less pickup.
Generic quotes — Executives quoted saying “We’re excited about this exciting development” add nothing. Quotes should provide insight or vision that facts alone cannot.
Too many buzzwords — Avoid jargon that sounds impressive but means nothing. If you can’t explain it simply, rewrite it.
Factual errors — Double-check names, titles, numbers, and dates. One mistake undermines credibility with editors who may never trust your releases again.
Example Structure: What a Finished Press Release Looks Like
Here’s the order of elements from top to bottom:
- Company logo (top left)
- “For Immediate Release” (small caps, above headline)
- Headline (bold, larger font)
- Subheadline (optional, smaller than headline)
- Dateline and lead paragraph (first paragraph begins with dateline)
- Body paragraphs (2–4 paragraphs with key details)
- One or two quotes (integrated into body)
- Optional bullet list of key facts
- Boilerplate (“About [Company Name]”)
- Contact details (name, title, email, phone)
- (centered, as end notation)
Visual description: Imagine a March 2025 SaaS launch announcement. The page has generous white space, clear section breaks, no distracting colors, and consistent font usage. The logo sits at the top left. The headline stands out in 14-16pt bold. Body text runs in 11-12pt with ample line spacing. The boilerplate is clearly separated with a heading. Contact info appears in a simple, scannable format.
Following this structure allows journalists to recognize and navigate the release in seconds, regardless of the topic.
Using AI and Tools to Speed Up Press Release Writing
AI tools and free templates can help you draft faster, but they still require human review and fact-checking.
How to use AI effectively:
- Generate first-draft headlines or alternate phrasings
- Get suggestions for subheadline variations
- Overcome writer’s block in body paragraphs
- Check for grammar and style consistency
Recommended tools:
- Style-checking tools for AP Style basics
- Grammar checkers for professional tone
- Document templates with pre-formatted structures
Time-saving practices:
- Maintain a reusable boilerplate
- Keep a standardized contact block template
- Create a format template in your document system
- Build a swipe file of press release examples from your industry
Important caution: Sensitive releases involving legal issues, financial results, or acquisitions should always be reviewed by legal and compliance teams before distribution. AI can help with drafts, but human judgment is essential for accuracy and regulatory compliance.
For companies without internal PR expertise, consider consulting a PR agency for high-stakes announcements—they can handle media relations and distribution strategy.
FAQ
How long should a press release be?
Most effective press releases are 400–600 words and fit on a single A4 page. Going longer is only justified for complex financial or regulatory news where additional information is legally required. Journalists appreciate brevity—aim to communicate your key message concisely rather than padding with unnecessary details.
How far in advance should I send a press release?
For product news or funding announcements, send 2–3 days before the public date (under embargo) so journalists have time to prepare. For events, aim 4–6 weeks ahead for the initial announcement, with a reminder closer to the date. Breaking news should go out immediately, but most announcements benefit from giving reporters lead time.
Do I always need to use a wire service?
Wire services are optional and most useful for major national news or publicly listed companies with regulatory requirements. Many startups and small businesses succeed with targeted email outreach and their own channels only.
Should I write in first person or third person?
Use third person in the body (“the company announced,” “CloudSync launched”) to match newsroom style. First person (“we,” “our”) can appear inside quotes attributed to a spokesperson.
Can I reuse the same boilerplate for every press release?
Yes, the boilerplate should stay mostly the same for consistency across releases. Update it a few times per year to reflect new milestones, markets, or product lines. This saves time and ensures your company’s PR remains consistent across all announcements.
