AP Style for Press Releases: The Ultimate Guide

When your small business has news to share with the world, a press release is often your best communication tool. But not all press releases are created equal.

The difference between one that gets picked up by journalists and one that gets ignored often comes down to a single factor: AP style.

Table of Contents

The Importance of Writing Press Releases in AP Style

The Associated Press (AP) Stylebook has been the gold standard for journalistic writing since 1846. Updated annually, it provides consistent guidelines for grammar, spelling, punctuation, and language usage that journalists rely on daily. For small businesses targeting a national audience, mastering AP style isn’t just about looking professional—it’s about speaking the same language as the media professionals you’re trying to reach.

Why does this matter? Media outlets receive hundreds of press releases daily. When yours follows AP style, it demonstrates professionalism and credibility while making journalists’ jobs easier. They can quickly scan your release and, if interested, even use portions of it verbatim in their coverage without extensive editing. This increased efficiency dramatically improves your chances of getting media coverage.

The Most Important AP Style Fundamental For Press Releases – The Inverted Pyramid Structure

Before diving into specific style rules, it’s important to understand the structural approach that AP style embodies. The “inverted pyramid” structure places the most important information at the beginning of your press release, with supporting details following in descending order of importance.

This means your first paragraph should answer the five essential questions: who, what, when, where, and why. This approach ensures that even if journalists only read the first few paragraphs, they’ll still capture the essential news value of your announcement.

Anatomy of an AP-Style Press Release

A properly formatted AP-style press release follows a specific structure that journalists immediately recognize.

Header Elements

At the top of your press release:

• Center your business logo at the very top
• Place “FOR IMMEDIATE RELEASE” in all caps on the left side (or “EMBARGOED FOR RELEASE UNTIL [DATE AND TIME]” if applicable)
• Include contact information (name, phone, email) for your media contact

Headline and Subheadline Best Practices

Your headline should be concise, attention-grabbing, and in AP style:

• Capitalize only the first word and proper nouns in headlines
• Aim for headlines under 80 characters for digital distribution
• Include a subheadline (also called a dek) that provides additional context if necessary
• Balance SEO keywords with natural language that follows AP style

Dateline Format

The dateline appears at the beginning of the first paragraph:

• Use all caps for the city name, followed by the state abbreviation if needed
• For the 30 major cities listed above, no state name is required in the dateline
• Use a long dash after the dateline (CHICAGO — The CEO announced…)
• Include the date if it’s essential to the news value

For example: “NEW YORK — Company X today announced…” or “PORTLAND, Ore. — Company Y revealed…”

Lead Paragraph

The opening paragraph is critical:

• Answer who, what, when, where, and why in the first paragraph
• Keep it under 35 words if possible
• Lead with the news, not background information
• Avoid starting with phrases like “Today, the company announced…”

Body Content Organization

The remainder of your press release should:

• Follow the inverted pyramid structure (most important to least important)
• Keep paragraphs short (2-3 sentences)
• Use transition words between paragraphs for logical flow
• Include 400-500 words total (one page)

Quote Formatting and Attribution

Quotes add credibility and personality:

• Always attribute quotes to specific individuals with their full names and titles on first reference
• Use “said” rather than “says,” “stated,” or other alternatives
• Put the attribution after the quote: “We’re excited about this development,” said Jane Smith, CEO of Company X.
• Use only one attribution per quote

Boilerplate Section

The “About” section appears at the end:

• Title it “About [Company Name]”
• Keep it under 100 words
• Include founding date, mission, key achievements, and website URL
• Write in third person
• Use the same boilerplate consistently across all press releases

Media Contact Information

At the very bottom, include:

• “Media Contact:” followed by the contact person’s name
• Title of contact person
• Phone number with area code
• Email address
• Company website

End Mark

Traditionally, press releases end with ###, -END- or -30- centered on the page

This symbol tells journalists they’ve reached the end of the release

Example Press Release Template in AP Style

Below is an annotated example of a properly formatted AP style press release:

Key elements to note:

• Headline uses AP style capitalization (only first word and proper nouns capitalized)
• Chicago doesn’t need state name in dateline (one of the 30 cities that stand alone)
• Numbers follow AP style (spelled out “three” but uses figures for “50,” “72 percent,” etc.)
• Months abbreviated properly (Sept.)
• Proper attribution for quote (person’s full name and title on first reference, “said” as the attribution verb)
• Boilerplate section kept to under 100 words
• Uses ### to mark the end of the press release

See more specific AP Style rules here.

AP Style for Digital Press Releases

While traditional AP style was developed for print, digital press releases require some adaptations:

Balancing SEO Needs with AP Style Requirements

Strategic keyword placement is essential for digital visibility:

• Include primary keywords in headline and first paragraph
• Use secondary keywords throughout but avoid keyword stuffing
• Maintain AP style even while incorporating keywords
• Consider using keywords in subheadings where appropriate

Hyperlinking Guidelines

AP style for hyperlinks:

• Hyperlink text should make sense out of context
• Don’t hyperlink entire paragraphs
• Avoid phrases like “click here”
• Don’t hyperlink the company name in the boilerplate section

Formatting for Email Distribution

When sending press releases via email:

• Include the release in the body of the email, not just as an attachment
• Use plain text or limited HTML formatting
• Create a compelling subject line that includes your company name
• Don’t use all caps or excessive punctuation in the subject line

AP Style for Multimedia Elements

When including multimedia assets:

• Provide captions for all images following AP style (brief, factual descriptions)
• Include photo credits where appropriate
• Don’t embed videos directly in email releases; instead, provide links
• Offer a downloadable press kit with high-resolution images

Mobile Optimization

With journalists and readers increasingly consuming content on mobile devices, ensuring your AP style press releases remain properly formatted for mobile viewing is essential:

Text Formatting for Mobile

• Shorter Paragraphs: Limit paragraphs to 2-3 sentences maximum for better readability on small screens
• Bulleted Lists: Use bulleted lists for key points, which are more mobile-friendly than dense paragraphs
• Subheadings: Incorporate brief subheadings to break up text and improve scannability
• White Space: Increase white space between elements to improve mobile readability

Technical Considerations

• Responsive Design: When distributing via email, use responsive email templates that adapt to screen size
• File Size: Keep any attached images under 1MB to ensure quick loading on mobile devices
• Plain Text Alternative: Always include a plain text version alongside HTML for email distribution
• Link Formatting: Make sure hyperlinks have sufficient space around them to prevent “fat finger” mis-clicks

Mobile-Friendly Multimedia

• Image Dimensions: Optimize images to display properly on mobile (800px width maximum)
• Alt Text: Include AP style descriptions as alt text for all images
• Video Links: Instead of embedding videos, provide links to mobile-friendly platforms
• Infographics: Create mobile-specific versions of infographics with larger text and simpler layouts

Testing

• Device Testing: Preview your press release on multiple devices before distribution
• Email Client Testing: Check formatting across major email clients used by journalists
• Download Speed: Test download time for any attachments on typical mobile connections

Incorporating SEO into AP Style Press Releases

One important strategic advantage of press releases is their tendency to improve your search engine ranking (SEO.) Balancing search engine optimization with AP style requirements requires strategic integration of keywords while maintaining journalistic standards:

Headline Optimization

AP Style Only:
Company launches new software platform

AP Style with SEO:
Company launches new AI-powered inventory management software

The SEO version incorporates specific keywords (AI-powered, inventory management) while maintaining AP style capitalization rules.

Lead Paragraph Optimization

AP Style Only:
NEW YORK — A technology company released a new platform today aimed at helping businesses improve operations.

AP Style with SEO:
NEW YORK — XYZ Technology released its new cloud-based inventory management software today, designed to help small businesses reduce stockouts and overstock situations.

The SEO version naturally incorporates target keywords (cloud-based inventory management, small businesses, stockouts) while maintaining the essential AP style elements.

Boilerplate Optimization

AP Style Only:
About Company X:
Company X provides software solutions for businesses. The company was founded in 2020 and is based in New York.

AP Style with SEO:
About XYZ Technology:
XYZ Technology develops cloud-based inventory management software for small and medium-sized retailers. Founded in 2020 and headquartered in New York, the company helps more than 500 retailers optimize their inventory processes and reduce operational costs. Learn more at xyztechnology.com.

The SEO version naturally incorporates target keywords and phrases throughout while maintaining AP style formatting.

Balancing SEO and AP Style Tips

• Place primary keywords in the headline and first paragraph without forcing them
• Use secondary keywords in subsequent paragraphs where they fit naturally
• Maintain proper AP style for numbers, dates, and titles even when incorporating keywords
• Use industry-specific terms that journalists and searchers would both recognize
• Avoid keyword stuffing, which violates both SEO best practices and AP style’s emphasis on clear writing

Frequently Asked Questions (FAQ) About Using AP Style for Press Releases

General Questions

How strict should I be about following AP style in my press releases?

For press releases intended for media distribution, you should follow AP style as closely as possible. Journalists are accustomed to this style and may view inconsistencies as unprofessional. That said, it’s acceptable to have a few company-specific style preferences (such as how your company name is styled) as long as they’re applied consistently.

What’s the most important AP style rule to follow in press releases?

While all AP style rules matter, the inverted pyramid structure (most important information first) is perhaps the most crucial element. Beyond that, proper formatting of dates, numbers, titles, and attributions will cover the most visible elements that journalists will notice immediately.

Do journalists actually care if my press release follows AP style?

Yes. Journalists receive dozens or hundreds of press releases daily. Those that follow AP style require less editing and signal professionalism. Many journalists will immediately notice style errors, which can detract from your message or even lead them to dismiss your release entirely.

If I don’t have an AP Stylebook, where can I find reliable AP style information?

While purchasing the AP Stylebook is the best option, the Purdue Online Writing Lab (OWL) offers a free summary of AP style basics. Many journalism schools and media organizations also publish free AP style cheat sheets online. Just ensure you’re looking at current information, as AP style rules are updated annually.

Should I follow AP style for press releases distributed internationally?

Yes, but consider including additional context for international audiences. For example, you might include metric conversions in parentheses after U.S. measurements or clarify regional terms. The core AP style principles of clarity and conciseness are universally valuable.

Formatting and Structure

How long should an AP style press release be?

Ideally, an AP style press release should be one page (about 400-500 words). This length follows the journalistic principle of brevity while providing enough detail for a complete story. If additional information is necessary, consider adding it in a “Notes to Editors” section or as a separate attachment.

Is there a specific font or formatting required for printed AP style press releases?

AP style doesn’t specify exact font requirements, but the industry standard is to use Times New Roman or Arial at 12-point size with single spacing and left alignment. Avoid decorative fonts, colored text, or excessive formatting that might distract from your message.

Should I include images with my AP style press release?

While AP style doesn’t address image inclusion specifically, it’s beneficial to include relevant high-quality images with your press release. Provide these as separate attachments (not embedded) with AP style captions that identify people from left to right and include relevant context.

How should I format quotes in an AP style press release?

Attribute quotes to specific individuals with their full name and title on first reference (just last name on subsequent references). Use “said” rather than “says,” “stated,” or other alternatives. Place the attribution after the quote, and remember that periods and commas go inside quotation marks.

How should I structure the headline in AP style?

AP style headlines capitalize only the first word and proper nouns. Keep headlines concise (ideally under 80-100 characters) and focused on the key news element. Avoid clickbait, questions, or excessive punctuation.

Common AP Style Questions for Press Releases

Should I use the Oxford comma in my press release?

AP style generally avoids the Oxford comma (the comma before “and” or “or” in a series), but allows it when necessary for clarity. For example: “The company offers services in marketing, social media and web design” (no Oxford comma) vs. “The CEO thanked her parents, Oprah Winfrey, and Michelle Obama” (Oxford comma used to clarify that her parents are not Oprah and Michelle).

How do I format dates in AP style?

In AP style, abbreviate only certain months (Jan., Feb., Aug., Sept., Oct., Nov., Dec.) when used with specific dates. Do not use ordinal indicators (st, nd, rd, th) with dates. Include a comma after the year when it appears mid-sentence. For example: “The event will take place Jan. 15, 2025, at the convention center.”

How should I handle numbers in my press release?

Spell out numbers one through nine, use figures for 10 and above. However, always use figures for ages, percentages, dimensions, speeds, temperatures, times, dates, monetary amounts, measurements, and addresses. For example: “The five-year-old company increased production by 12 percent.”

How do I properly format my company’s name if it doesn’t follow AP style rules?

AP style generally respects a company’s preferred styling of its name, even when it breaks standard rules. If your company name includes unusual capitalization (SalesForce), no spaces (LinkedIn), or special punctuation (Yahoo!), maintain that styling throughout your press release.

Should I spell out acronyms on first reference?

In general, spell out acronyms on first reference followed by the acronym in parentheses, then use just the acronym for subsequent references. Widely recognized acronyms like FBI, NASA, or CEO don’t need to be spelled out. Industry-specific acronyms should always be spelled out on first reference.

Digital Considerations

How do I adapt AP style for digital press releases?

For digital press releases, all core AP style rules still apply. Additional considerations include using SEO-friendly headlines while maintaining AP style capitalization, creating shorter paragraphs for screen readability, and properly formatting hyperlinks (use descriptive anchor text, not “click here”).

Can I include hashtags in an AP style press release?

AP style doesn’t address hashtags specifically, but they can be included sparingly in digital press releases, particularly at the end of the document. Use camel case for multi-word hashtags to improve readability (#SmallBusiness rather than #smallbusiness). Don’t overuse hashtags in the main body text.

Should hyperlinks be styled differently in an AP style press release?

AP style doesn’t provide specific guidance on hyperlink formatting, but best practices include:

• Don’t hyperlink entire paragraphs or sentences
• Use descriptive anchor text rather than raw URLs or phrases like “click here”
• When sharing raw URLs in a press release, include the http:// or https:// prefix

How should I handle multimedia elements in digital press releases?

For digital press releases, describe available multimedia elements at the end of the release rather than embedding them. For example: “High-resolution images, B-roll footage, and executive headshots are available in this digital press kit: [link].” Provide captions for all visual elements following AP style guidelines.

Industry-Specific Questions

How do I format product names that don’t follow standard capitalization?

Follow the company’s official styling of product names, even when they break AP style rules (iPhone, WordPerfect). If the product name begins a sentence, either rewrite the sentence or capitalize normally: “IPhone users will notice improvements” would be incorrect; instead write “iPhone users will notice improvements” or “Users of iPhone will notice improvements.”

Are there specific AP style guidelines for technical press releases?

For technical press releases, avoid jargon when possible and spell out industry acronyms on first reference. Define technical terms if they would be unfamiliar to general journalists. Maintain standard AP style formatting for numbers, dates, and other elements, even when discussing technical specifications.

How should financial figures be handled in AP style press releases?

Use figures for all monetary amounts. Use the $ sign for dollars, spell out “cents” for amounts under a dollar, and use decimals for even dollar amounts only when they appear with amounts that include cents. For example: “$5,” “50 cents,” “$5.25,” and “$5 million” are all correct AP style.

Is AP style different for crisis communication press releases?

The core AP style rules remain the same for crisis communications, though these releases typically emphasize straightforward, factual information with less marketing language. Attribution becomes particularly important; clearly identify who is making statements about the crisis situation.

How should I handle job titles in an AP style press release?

Capitalize job titles when they precede a name, but lowercase when they follow a name or stand alone. For example: “Chief Executive Officer Jane Smith announced…” but “Jane Smith, chief executive officer, announced…” or “The chief executive officer announced…”

Working with eReleases

How does eReleases ensure my press release follows AP style?

eReleases has editors who review all press releases for AP style compliance before distribution. They can catch common errors and suggest corrections to ensure your release meets professional standards, saving you from potential embarrassment and improving your chances of media pickup.

Will eReleases edit my press release if it doesn’t follow AP style?

eReleases offers professional editing services that include AP style corrections. For minor issues, their editors may make adjustments automatically. For more significant revisions, they’ll work with you to bring your release into compliance with AP style guidelines while preserving your key messages.

Can eReleases help create an AP style press release from scratch?

Yes, eReleases offers press release writing services from experienced writers who are well-versed in AP style. Their team can craft professional press releases that adhere to all relevant guidelines while effectively communicating your news to target media.

How important is AP style for press release distribution success?

Very important. eReleases distributes to journalists who expect professionally formatted content. Press releases that follow AP style demonstrate media savvy and respect for journalists’ time, significantly increasing the likelihood of coverage. eReleases’ data shows that properly formatted releases typically receive more media attention than those with style inconsistencies.

Does eReleases offer resources to help me learn AP style?

eReleases provides clients with style guides and tips for creating effective press releases. Their blog also features articles about AP style best practices. Additionally, their editing team can provide feedback that helps you improve your understanding of AP style for future releases.

Professional Press Release Distribution with eReleases

Creating an AP-style press release is only half the battle—the other half is getting it into the right hands.

Why Professional Distribution Matters

Even the most perfectly formatted press release won’t generate coverage if it doesn’t reach the right journalists. eReleases solves this problem by:

• Targeting industry-specific journalists who cover your niche
• Providing access to premium distribution networks typically only available to large corporations
• Offering placement on major news sites and industry publications
• Including guaranteed distribution through PR Newswire, reaching thousands of newsrooms

How eReleases Maximizes Your AP-Style Press Release

eReleases ensures your carefully crafted press release achieves maximum impact:

• Expert editors review your release to confirm AP style compliance
• Strategic distribution to relevant journalists based on your industry and target market
• Detailed reports showing who received and engaged with your release
• Syndication across online news platforms to boost SEO and visibility

Special Offer for Small Businesses

Get your AP-style press release in front of the right journalists with eReleases’ small business package:

• Professional distribution to targeted media lists
• AP style review and editing assistance
• Guaranteed placement on major news sites
• Comprehensive reporting on your release’s performance

Take the Next Step

Visit eReleases.com today to ensure your AP-style press release gets maximum visibility with the journalists who matter to your business. With eReleases, your small business can achieve the media coverage it deserves.