Are you wondering what should a press release look like?
What is a Press Release?
A press release is an official statement issued to news outlets providing information about a specific matter.
Creating an effective press release requires understanding the proper format, structure, and essential elements that make it professional and newsworthy.
Press Release Basics
Press releases should be concise and to the point. They typically include the company logo, contact information, and relevant details about the news being shared.
Essential Elements of a Professional Press Release
A well-formatted press release should include these key components in the following order:
- Company Logo/Letterhead – Positioned at the top if you are physically mailing the press release. If you are submitting through a press release distribution company they will take care of this for you if you provide a logo
- “FOR IMMEDIATE RELEASE” – Unless embargoed for later publication
- Compelling Headline – Clear, concise, and newsworthy
- Dateline – City, State, Date
- Lead Paragraph – Answers who, what, when, where, why
- Body Paragraphs – 2-4 paragraphs with supporting details
- Quotations – 1-2 sentences of quotations from a company spokesperson or manager (these are usually interwoven into the body paragraphs)
- Boilerplate – Brief company description
- Contact Information – Name, phone, email of media contact
- End Notation – Typically “###” or “-30-” centered at bottom
What Should a Press Release Look Like?
For a press release to be effective it needs to follow a certain format and style. Any time you deviate from that format, you risk your release being ignored and ineffective.
Let me start by giving you a sample of what a press release should look like including instructions in a standardized format:
| FOR IMMEDIATE RELEASE [Headline – Clear, attention-grabbing, and summarizes the news] [City, State] — [Date] — The first paragraph should contain the most important information (the who, what, when, where, and why) and hook the reader. This is called the lead paragraph. The second paragraph typically provides context and background information, explaining why this news matters to your audience. Include relevant details that support your main message. The third paragraph often includes a quote from a key spokesperson, executive, or relevant expert. “Quotes should add insight and personality to the release, not just repeat information,” said [Name], [Title] at [Company]. “They help make your news more credible and relatable.” Additional paragraphs can provide supporting details, statistics, or additional context, presented in descending order of importance. The final paragraph, known as the boilerplate, provides a brief description of your company or organization. It should be standardized and used consistently across all press releases. [Optional: Call to action or information about related events/resources] [Company Boilerplate – standardized “About Us” paragraph] [Media Contact Information] ### |
Remember these key formatting guidelines:
- Keep it to one page when possible
- Use standard margins and spacing
- Write in clear, concise language
- Include the ### or -30- to indicate the end of the release
- Proofread carefully for accuracy and proper grammar
Writing Effective Press Releases
Writing strong press releases is an important promotional tool for a business. Being able to showcase a business’s success and advancements is an important way to grab the media’s attention. However, the most important aspect of writing press releases is to report actual news and slowly build a rapport with journalists.
When you are writing a press release it’s important to think like a journalist. By giving a release that unique perspective you can sell a story to a media network. Having press releases written in-house allows you to ensure that your company’s brand is properly represented.
Elements of a Successful Press Release
Apart from a well-written release, following the template for a press release sample is important to gaining credibility with news networks.
Press Release Format: Step-by-Step Breakdown
Headline and Subheadline
Your press release should begin with a compelling headline in bold, typically centered at the top of the page. The headline should:
- Be attention-grabbing but factual
- Include your primary keywords
- Be 65-80 characters if possible
- Use title case formatting
Example:
ABC Company Launches Revolutionary Product to Transform Industry
Your headline is going to be no more than a single line of text. This typically allows you to make a lasting impression on the journalist. A well-executed headline acts as a hook for a potential news network.
A subheadline (optional) provides additional context and can be italicized.
A press release’s subheadline provides additional context to the release and expresses to the reader why they should continue reading. Any compelling factor that you can use to capture the reader’s attention can be used here, while still keeping this subheader to a line or two of text.
Dateline
The dateline format should be:
CITY, State, Month Day, Year — First sentence of the lead paragraph…
Lead
The lead of a press release is a traditional hook. These first few sentences help summarize the press release in its entirety. By providing a clear and concise direction for the release, the lead can be considered a parallel to the abstract of a research paper.
The lead paragraph must answer the five W’s (who, what, when, where, why) in a concise manner.
Body
The body of the press release is where you provide all of the details and quotes that are relevant to the story. This is the main part of the press release, the information shared in the body’s copy gives a reporter meat to back up their article.
Typically the body is written using the journalistic strategy of the inverted pyramid (Who, What, When, Where, and Why). The body starts off by providing facts, figures, and quotes from key shareholders. These pieces are useful for a journalist crafting a story.
The body of your press release should expand on the information presented in the lead paragraph. This section typically consists of 2-4 paragraphs that:
- Provide supporting details and context
- Include relevant quotes from key stakeholders
- Present facts, statistics, or data that strengthen your announcement
- Follow the “inverted pyramid” structure (most important information first)
Each paragraph should be 3-5 sentences long. The second paragraph often includes a quote from a company executive or relevant authority that adds credibility and a human element to the announcement.
Example:
“This innovative solution represents years of research and development,” said Jane Smith, CEO of ABC Company. “We’re proud to offer a product that addresses our customers’ most pressing challenges while setting new industry standards.”
Quotes
Quotes from company management or experts should intermixed within the body paragraphs portion of the content. This adds a softer slant to your message and provides an opportunity to get your side of the story in your words into the article.
Boilerplate
The term boilerplate is an old newspaper terminology that refers to standard text that is repeated. The closing paragraph or boilerplate will have a sentence or two that promotes your company and explains its purpose. Your boilerplate can be repeated for different press releases and does not need to be adjusted based on the story.
Boilerplates are a part of press releases to share more information about the source of the release. By sharing an organization’s purpose and mission, a reporter can determine its relevance for their desired audience.
Your boilerplate should:
- Be 3-5 sentences long
- Describe your company’s mission, founding date, and core offerings
- Include relevant achievements or company size
- Remain consistent across all press releases
- End with your company website URL
Example:
About ABC Company
Founded in 2010, ABC Company is a leading provider of innovative solutions for the manufacturing industry. With over 500 employees across 12 countries, ABC Company serves more than 10,000 customers worldwide. The company has been recognized with multiple industry awards for its commitment to quality and innovation. For more information, visit www.abccompany.com.
Contact Information
Every press release must include clear contact information for media inquiries. This section should appear prominently, typically at the top of the release (under the “FOR IMMEDIATE RELEASE” notation) or at the bottom before the boilerplate. Include:
- Contact person’s full name
- Their title
- Direct phone number (ideally mobile)
- Professional email address
- Company website
Format example:
Media Contact:
John Doe
Public Relations Manager
ABC Company
Phone: (555) 123-4567
Email: [email protected]
End Notation
The end notation signals to journalists that the press release has concluded. The standard notations are:
- Three hash symbols (###) centered on the page
- “-30-” centered on the page (traditional journalism mark)
- “END” centered on the page
Place this notation on its own line after the last paragraph of content.
Additional Multimedia Elements (for Digital Press Releases)
Modern digital press releases often include:
- Images: Company logo, product photos, or relevant imagery
- Videos: Product demonstrations or executive interviews
- Infographics: Visual representation of key data points
- Social Media Links: Company handles on relevant platforms
- Embedded Links: To product pages, registration forms, or supporting content
When including multimedia elements, ensure they:
- Are high-quality and professional
- Support the announcement directly
- Include proper alt text and descriptions
- Are sized appropriately for digital distribution
Formatting Guidelines
For a professional appearance:
- Length: 1-2 pages maximum (300-500 words)
- Margins: 1-inch margins on all sides
- Font: Standard, readable fonts (Arial, Times New Roman, Calibri)
- Font Size: 11 or 12 point for body text
- Spacing: Single-spaced with a blank line between paragraphs
- Alignment: Left-aligned (except for centered elements like headline and end notation)
- Paper: White paper, standard letter size (8.5″ x 11″) if printed
- File Format: Word document or PDF for attachments, plain text for email body
Embargo Information (When Applicable)
If your news should not be published until a specific date:
Place “EMBARGOED UNTIL [DATE AND TIME]” in all caps at the top of the release
Include time zone information
Reinforce the embargo in your distribution email
Example:
EMBARGOED UNTIL JUNE 15, 2024, 9:00 AM EDT
Press Release Distribution Best Practices
Once your perfectly formatted press release is ready, follow these distribution guidelines:
- Personalized Pitches: When sending directly to journalists, customize your email subject line and introduction
- Timing: Send between Tuesday and Thursday, preferably in the morning (9-11 AM)
- Follow-up: Wait 2-3 days before following up if you don’t receive a response
- Wire Services: Consider using eReleases.com for wider distribution
- Online Newsroom: Post the release on your company website
- Social Media: Share across relevant platforms with appropriate hashtags
Common Press Release Formatting Mistakes to Avoid
- Excessive Length – Keep your press release between 300-500 words
- Missing Contact Information – Always include complete contact details
- Burying the Lead – Put the most important information first
- Promotional Language – Maintain a professional, journalistic tone
- Poor Formatting – Follow standard press release structure
FAQ: What Should a Press Release Look Like?
How long should a press release be?
A standard press release should be 300-500 words (1 page). Anything longer risks losing the reader’s attention.
Should I include images in my press release?
While the traditional press release is text-only, modern digital press releases often include a relevant image or company logo. If including images, ensure they are high-quality and relevant.
What font should I use for my press release?
Use a professional, easy-to-read font like Arial, Times New Roman, or Calibri in 11 or 12-point size.
How should I distribute my press release?
Press releases can be distributed through:
- Press release distribution services (eReleases.com)
- Wire services (PR Newswire, Business Wire)
- Direct emails to relevant journalists
- Company website/newsroom
- Social media channels
Generate Media Attention Through Press Release Distribution
Press releases are a great tool to generate positive media and combat any negative PR. By following the outline of a press release sample you can easily generate high-quality press releases to distribute to news networks.
Once you are confident in your ability to write concise press releases, it’s just a matter of distribution to get your business media hits. Connect with us at eReleases to get started distributing your press releases.