Press Release Structure
Press releases are the standard format organizations use to share news with the media. They act as a bridge between your organization and journalists, giving reporters the information they need in a format they're already used to working with. Getting the structure and style right determines whether your release gets read or ignored.
Headline and Lead Paragraph
The headline is the first thing a journalist sees, so it needs to do three things: grab attention, summarize the main point, and make the reader want to keep going. Keep it brief (ideally under 10 words), clear, and informative. Think of it less like a creative writing exercise and more like a concise news summary.
Right below the headline comes the dateline, which includes the city, state (abbreviated in parentheses), and the date of the release. For example: CHICAGO (IL), June 15, 2024.
The lead paragraph follows the dateline and answers the five W's: who, what, when, where, and why. This is where you front-load the most important information. If a journalist only reads this one paragraph, they should walk away understanding the core of your story. A product launch lead, for instance, would name the company, the product, what it does, and when it's available.
Inverted Pyramid Style and Boilerplate
The inverted pyramid is a writing structure borrowed from journalism. You put the most newsworthy facts at the top, then layer in supporting details and background as you go down. The least essential information sits at the bottom. This matters because editors routinely cut content from the end to fit space constraints. If your key facts are buried in paragraph five, they might never see print.
At the very end of the press release sits the boilerplate. This is a standardized "about us" paragraph that stays roughly the same across all your releases. It typically includes a brief description of the company, its mission, and contact details like the website, phone number, and social media handles. Think of it as your organization's elevator pitch in paragraph form.
Press Release Style and Format
AP Style and Formatting Guidelines
Press releases follow Associated Press (AP) style guidelines because that's the standard most newsrooms use. Writing in AP style signals to journalists that you understand their world, which builds credibility.
A few core rules to remember:
- Write in third person with an objective tone. No opinions, no speculation.
- Keep paragraphs short (1-3 sentences) and use simple sentence structures for readability.
- Place "For Immediate Release" and the release date at the top of the document.
- Include media contact information (name, phone number, email) so journalists can follow up with questions.
Quotes and News Hooks
Quotes add credibility and a human voice to what is otherwise a straightforward factual document. Pull quotes from company spokespersons, industry experts, or customers. A good quote is concise, supports the main message, and says something a journalist couldn't just paraphrase from the rest of the release. For example, a CEO commenting on the significance of a new product should offer insight or perspective, not just restate facts already in the lead.
A news hook is the angle that makes your story timely and relevant. Journalists receive dozens of releases a day, so yours needs a reason to matter right now. The strongest hooks tie your announcement to current events, trends, or industry issues. If you're announcing a new collaboration tool, for instance, connecting it to the ongoing shift toward remote work gives a reporter a reason to cover it.
Press Release Distribution
Distribution Channels and Embargoes
Writing a strong press release only matters if it reaches the right people. Distribution is the process of getting your release in front of journalists, media outlets, and influencers who cover your industry.
Common distribution channels include:
- Newswire services like PR Newswire and Business Wire, which push your release to a wide network of outlets
- Targeted email pitches sent directly to specific journalists who cover your beat
- Company-owned channels like your website newsroom and social media profiles
Choose your channels based on your audience. A local fundraising event belongs in regional outlets, not a national wire. A major product launch might warrant both a newswire blast and personalized pitches to key tech reporters.
An embargo is a formal request asking media outlets not to publish the information until a specified date and time. Embargoes serve both sides: journalists get extra time to prepare more thorough, in-depth coverage, and your organization gets a coordinated wave of coverage when the news officially drops. For example, you might send advance copies of a release announcing a major acquisition, with an embargo set for the morning of the official announcement. Embargoes are built on trust, so only use them with journalists who have a track record of honoring them.