2.2 Press release structure and format
8 min read•august 21, 2024
Press releases are essential tools in public relations, conveying crucial information to media and stakeholders. Understanding their key elements helps PR pros craft compelling messages that capture attention and drive desired outcomes.
Mastering press release structure enhances the chances of media coverage and successful information sharing. From headlines to boilerplates, each component plays a vital role in creating impactful releases that resonate with target audiences.
Elements of press releases
- Press releases serve as crucial communication tools in public relations, conveying important information to media outlets and stakeholders
- Understanding the key elements of press releases enables PR professionals to craft compelling and effective messages that capture attention and drive desired outcomes
- Mastering press release structure enhances the likelihood of media coverage and successful information dissemination
Headline and subheadline
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- grabs attention and summarizes the main news angle in 10 words or less
- Uses active voice and strong verbs to create impact (New Product Launch Revolutionizes Industry)
- provides additional context and key details
- Typically 15-20 words long
- Expands on the headline's main point (Innovative Features Set to Disrupt Market and Boost Company Growth)
Dateline and lead paragraph
- includes city, state, and release date (NEW YORK, NY, April 15, 2023)
- answers the five W's (who, what, when, where, why) in 25 words or less
- Captures the most newsworthy information to hook readers
- Sets the tone for the entire press release
Body paragraphs
- Provide supporting details, background information, and context
- Follow , presenting information in descending order of importance
- Include quotes from key stakeholders (CEOs, experts, customers)
- Incorporate relevant statistics, facts, and data to support claims
- Typically consists of 2-4 paragraphs, each 2-4 sentences long
Boilerplate information
- Brief company description placed at the end of the press release
- Includes company mission, key products or services, and notable achievements
- Remains consistent across all press releases from the organization
- Usually 3-5 sentences long, written in third-person perspective
Contact details
- Provides media with a point of contact for follow-up questions or interview requests
- Includes name, title, phone number, and email address of PR representative
- Placed at the top or bottom of the release, depending on company preference
- May include additional resources (website, social media profiles)
Press release format
- Proper formatting enhances readability and professionalism of press releases
- Adhering to standard formats increases the likelihood of media pickup and accurate reporting
- Understanding format requirements helps PR professionals create polished, industry-standard documents
Inverted pyramid structure
- Organizes information from most important to least important
- Allows readers to quickly grasp key points without reading the entire release
- Helps editors cut from the bottom if space is limited
- Consists of:
- Lead paragraph with crucial information
- Supporting details and quotes
- Background information and context
- and contact information
AP style guidelines
- Follows Associated Press Stylebook rules for consistency and professionalism
- Key elements for press releases:
- Use of numerals for numbers 10 and above
- Proper capitalization and abbreviation of titles
- Correct formatting of dates and times
- Ensures clarity and reduces the need for editing by journalists
Length and word count
- Ideal length ranges from 300 to 500 words
- Keeps content focused and concise to maintain reader interest
- Longer releases may be necessary for complex topics or major announcements
- Use of bullet points or short paragraphs improves scannability
White space and readability
- Incorporates ample white space to improve visual appeal and readability
- Uses short paragraphs (2-4 sentences) to break up text
- Employs subheadings to organize information and guide readers
- Utilizes bullet points for lists or key takeaways
Components of effective releases
- Effective press releases combine key elements to maximize impact and media coverage
- Understanding these components helps PR professionals craft compelling narratives that resonate with target audiences
- Incorporating these elements increases the likelihood of press release success and achieving communication objectives
Newsworthy angle
- Identifies a unique, timely, or significant aspect of the story
- Aligns with current trends, issues, or events to increase relevance
- Answers the question "Why should readers care?"
- Examples of newsworthy angles:
- Industry-first innovations or breakthroughs
- Significant company milestones or achievements
- Responses to current events or societal issues
Clear and concise language
- Uses simple, jargon-free language to ensure broad understanding
- Avoids unnecessary adjectives and superlatives
- Employs active voice to create a sense of immediacy and impact
- Keeps sentences short and focused (15-20 words on average)
Quotes from key sources
- Adds credibility and human interest to the release
- Provides insights or opinions from relevant stakeholders
- Follows proper attribution format (Name, Title, said, "Quote.")
- Includes at least one quote in the release, typically in the second or third paragraph
Supporting facts and statistics
- Strengthens claims and adds depth to the story
- Provides context and demonstrates the significance of the news
- Uses reputable sources and cites them properly
- Presents data in easily digestible formats (percentages, comparisons)
Digital press release considerations
- Digital press releases require additional elements to maximize online visibility and engagement
- Understanding digital considerations helps PR professionals adapt traditional releases for online distribution
- Incorporating these elements enhances the reach and effectiveness of press releases in the digital age
SEO optimization
- Incorporates relevant keywords throughout the release
- Uses descriptive, keyword-rich headlines and subheadings
- Optimizes meta descriptions and title tags for search engines
- Includes alt text for images and
Multimedia elements
- Enhances visual appeal and engagement with images, videos, or infographics
- Increases likelihood of media pickup and social sharing
- Provides additional context or visual representation of key points
- Ensures all multimedia elements are properly formatted and optimized for web viewing
Social media integration
- Includes social media-friendly content (tweetable quotes, shareable images)
- Adds social media handles and hashtags related to the news
- Creates accompanying social media posts to promote the release
- Considers platform-specific formatting (character limits, image sizes)
Hyperlinks and calls-to-action
- Incorporates relevant links to company website, product pages, or additional resources
- Uses anchor text that is descriptive and keyword-rich
- Includes clear calls-to-action to guide reader behavior
- Ensures all links are functional and lead to appropriate landing pages
Press release distribution
- Effective distribution strategies maximize the reach and impact of press releases
- Understanding various distribution methods helps PR professionals choose the most appropriate approach for their goals
- Proper distribution planning increases the likelihood of media coverage and engagement
Wire services vs direct pitching
- Wire services (PR Newswire, Business Wire) offer broad distribution to multiple outlets
- Pros: Wide reach, automated distribution
- Cons: Less personalized, potential for information overload
- Direct pitching involves sending releases to specific journalists or publications
- Pros: Targeted approach, opportunity for relationship-building
- Cons: Time-consuming, requires extensive maintenance
Timing of release
- Considers optimal days and times for distribution based on industry and target media
- Avoids major holidays, weekends, or times of low media activity
- Coordinates release timing with other marketing efforts or company announcements
- Accounts for different time zones when distributing internationally
Target audience identification
- Defines primary and secondary audiences for the release
- Researches media outlets and journalists most relevant to the news
- Tailors distribution strategy to reach specific demographics or industries
- Considers both traditional media and online influencers in audience targeting
Follow-up procedures
- Develops a plan for contacting key media outlets after distribution
- Prepares additional materials (fact sheets, images) for follow-up requests
- Monitors media coverage and responds promptly to inquiries
- Tracks and analyzes distribution results to inform future strategies
Legal and ethical considerations
- Understanding legal and ethical aspects of press releases is crucial for maintaining credibility and avoiding potential issues
- PR professionals must navigate various regulations and industry standards when crafting and distributing releases
- Adhering to these considerations protects both the organization and its stakeholders
Accuracy and fact-checking
- Verifies all information, statistics, and claims before inclusion in the release
- Cross-references multiple sources to ensure data reliability
- Avoids exaggeration or misleading statements that could damage credibility
- Implements a thorough review process involving subject matter experts
Disclosure requirements
- Complies with SEC regulations for publicly traded companies
- Includes necessary disclaimers for forward-looking statements
- Discloses any material relationships or conflicts of interest
- Adheres to industry-specific (pharmaceutical, financial)
Embargo policies
- Sets clear embargo dates and times when applicable
- Communicates embargo terms explicitly to all recipients
- Ensures all parties understand and agree to embargo conditions
- Prepares for potential embargo breaches and has a response plan in place
Copyright and fair use
- Obtains necessary permissions for use of copyrighted material
- Properly attributes quotes, data, or information from external sources
- Respects trademark usage guidelines when mentioning other companies or products
- Understands fair use limitations for incorporating third-party content
Measuring press release impact
- Evaluating the effectiveness of press releases is essential for improving future strategies
- PR professionals use various metrics to assess the reach, engagement, and impact of their releases
- Understanding these measurement techniques helps demonstrate the value of PR efforts to stakeholders
Media pickup tracking
- Monitors news outlets, blogs, and other media for coverage resulting from the release
- Uses media monitoring tools to track mentions across various platforms
- Analyzes the quality and tone of media coverage generated
- Calculates earned media value based on coverage received
Social media engagement
- Tracks social media mentions, shares, and comments related to the release
- Measures engagement rates on social posts promoting the release
- Analyzes sentiment of social media discussions surrounding the news
- Identifies key influencers or amplifiers of the release content
Website traffic analysis
- Monitors increases in website visits following release distribution
- Tracks specific landing page views related to the release topic
- Analyzes user behavior and time spent on release-related pages
- Measures conversions or goal completions resulting from release traffic
Conversion metrics
- Tracks lead generation or sales inquiries stemming from the release
- Measures downloads of associated whitepapers or resources
- Analyzes changes in brand sentiment or perception following the release
- Calculates ROI by comparing release costs to measurable outcomes
Key Terms to Review (44)
Accuracy and fact-checking: Accuracy refers to the precision and correctness of information presented in public relations writing, while fact-checking is the process of verifying facts to ensure their reliability. Both concepts are crucial in maintaining credibility, trust, and ethical responsibility in communication, helping organizations avoid misinformation and enhancing the quality of their messaging.
AP Style: AP Style, or Associated Press Style, is a standardized writing format used by journalists and public relations professionals to ensure clarity, consistency, and brevity in communication. This style guide is widely recognized and helps writers maintain professionalism across various platforms by providing rules on grammar, punctuation, and word choice. Understanding AP Style is crucial for effective public relations writing as it influences how press releases, news articles, and other communications are structured and presented.
Body paragraphs: Body paragraphs are the core sections of a written piece that elaborate on the main ideas introduced in the introduction. In the context of press releases, body paragraphs provide essential information, context, and details that support the key messages, engaging the reader while maintaining clarity and coherence.
Boilerplate: A boilerplate is a standardized text or statement often included at the end of a press release that provides essential background information about the organization issuing the release. It serves to give readers context about the company’s mission, history, and any relevant details that support the news being shared.
Brand messaging: Brand messaging refers to the communication and narrative that conveys the essence, values, and personality of a brand to its audience. It encompasses key messages, slogans, and the overall tone used in various forms of communication, such as press releases, to create a consistent image and emotional connection with the target audience.
Call to Action: A call to action (CTA) is a prompt designed to elicit an immediate response or encourage a specific action from the audience. It often directs the audience towards a desired behavior, such as making a purchase, signing up for a newsletter, or engaging with content. An effective CTA is clear and compelling, connecting closely with the target audience's interests and motivations, which is crucial for driving engagement and achieving communication objectives.
Clear and Concise Language: Clear and concise language refers to the use of straightforward, unambiguous wording that conveys a message effectively without unnecessary complexity. This approach is crucial in writing, especially in press releases, where the aim is to deliver information quickly and clearly to the audience, ensuring that the key messages stand out and are easily understood.
Contact details: Contact details refer to the specific information that allows individuals or organizations to communicate with a person or entity, such as phone numbers, email addresses, and physical addresses. In press releases, including accurate contact details is essential for journalists and readers to reach out for further inquiries, interviews, or additional information, ensuring effective communication.
Conversion metrics: Conversion metrics are quantitative measurements used to assess the effectiveness of marketing efforts in turning potential customers into actual customers. These metrics provide insights into how well specific strategies, like press releases, drive desired actions, such as clicking a link or making a purchase. In the context of communication strategies, particularly press releases, understanding conversion metrics helps to evaluate the impact of the content and its structure on audience engagement and response.
Copyright and Fair Use: Copyright is a legal protection granted to the creators of original works, giving them exclusive rights to use, reproduce, and distribute their creations. Fair use is a legal doctrine that allows limited use of copyrighted material without obtaining permission, particularly for purposes such as criticism, comment, news reporting, teaching, scholarship, or research. In the context of press releases, understanding copyright and fair use is essential to ensure that content is created ethically while also being mindful of the rights of original creators.
Crisis Communication: Crisis communication is a strategic approach that organizations use to manage and mitigate the impact of a crisis on their reputation and operations. This involves timely and transparent communication to stakeholders, ensuring that accurate information is shared while addressing concerns and maintaining trust. Effective crisis communication plays a vital role in public relations, especially during emergencies, where the right messaging can significantly influence public perception and organizational credibility.
Dateline: A dateline is a line of text that indicates the date and location of a news event, typically found at the beginning of a press release or news article. This essential element helps readers quickly understand when and where the news was generated, setting the context for the information that follows. It is crucial for providing timely and relevant information, as well as adhering to formatting standards in public relations writing.
Digital press release considerations: Digital press release considerations refer to the specific elements and strategies that need to be taken into account when crafting press releases for online distribution. This involves understanding how online audiences consume content, optimizing for search engines, and ensuring that the press release is formatted for easy sharing and engagement across various digital platforms.
Disclosure Requirements: Disclosure requirements refer to the legal and ethical obligations organizations have to provide clear and accurate information to stakeholders about their operations, financial status, and any material events that could affect their reputation or financial performance. These requirements are essential for maintaining transparency and trust, especially in the context of managing a company's reputation, preventing deceptive practices, and structuring effective press releases that convey necessary information without misleading the audience.
Double-spacing: Double-spacing refers to the formatting style in which there is a full blank line between each line of text. This is commonly used in various types of written documents, including press releases, to enhance readability and provide space for annotations or corrections. In the context of press releases, double-spacing is essential as it presents information clearly, making it easier for journalists and editors to review and edit the content.
Embargo policies: Embargo policies are governmental regulations that restrict or prohibit trade and commerce with specific countries or entities, often imposed for political reasons. These policies can impact how information is shared, especially in public relations, as organizations must navigate the legal and ethical implications of releasing news or press materials that may be affected by such restrictions.
Engagement rate: Engagement rate is a key metric that measures the level of interaction an audience has with content, typically expressed as a percentage of total followers or impressions. This metric helps gauge the effectiveness of social media strategies, content quality, and audience connection, influencing decisions in content creation and distribution.
Follow-up procedures: Follow-up procedures refer to the actions taken after a press release has been distributed to ensure that the message is received, understood, and acted upon by the intended audience. These procedures often include monitoring media coverage, responding to inquiries, and engaging with journalists to reinforce relationships. Proper follow-up can enhance visibility, address any misunderstandings, and leverage opportunities for further communication.
Headline: A headline is a brief, attention-grabbing statement that summarizes the main point or essence of a piece of content. It serves as the first impression, drawing readers in and making them want to engage further with the material. A strong headline is essential across various formats, including press releases, blog posts, and reports, as it sets the tone and context for what follows.
Hyperlinks and calls-to-action: Hyperlinks are clickable elements that connect users to additional content or resources online, while calls-to-action (CTAs) prompt readers to take specific actions, such as visiting a website, signing up for a newsletter, or making a purchase. Both of these elements are crucial in press releases, as they guide readers toward further engagement and interaction with the brand or organization. Effective use of hyperlinks and CTAs can enhance the reach and impact of the press release by encouraging recipients to explore more about the subject matter.
Impressions: Impressions refer to the number of times content is displayed or viewed by users, regardless of whether it was clicked or engaged with. This metric is crucial in understanding the reach and visibility of content across various platforms, particularly in social media and digital marketing. Impressions help gauge audience awareness and can indicate how effectively messages are being communicated to the target audience.
Inverted pyramid structure: The inverted pyramid structure is a writing format used primarily in journalism and public relations where the most important information is presented at the beginning, followed by supporting details in descending order of significance. This approach allows readers to quickly grasp the essential facts before delving into the less critical information, making it particularly effective for press releases that aim to capture attention and convey messages efficiently.
Lead paragraph: A lead paragraph is the opening section of a press release that summarizes the most important information and captures the reader's attention. It typically answers the who, what, when, where, and why of the story, providing a concise overview that encourages further reading. The lead paragraph is crucial for establishing context and engaging journalists or readers right from the start.
Length and Word Count: Length and word count refer to the specific number of words and overall size of a written document, particularly in press releases. In the context of writing for public relations, adhering to optimal length and word count is crucial for ensuring clarity, engagement, and adherence to industry standards while effectively delivering the intended message.
Media advisory: A media advisory is a brief communication tool used to inform journalists about an upcoming event or news opportunity, encouraging them to cover it. It serves as a precursor to a press release and provides essential details such as the who, what, when, where, and why of an event, capturing the attention of media professionals. Media advisories are crucial in the writing process and help shape the tone and style of PR communications while effectively pitching newsworthy stories.
Media list: A media list is a comprehensive document that contains contact information for journalists, editors, and influencers relevant to an organization or campaign. This tool is essential for targeting the right audience when distributing press materials and helps in establishing relationships with media contacts, ensuring effective communication and outreach.
Media outreach: Media outreach refers to the strategic effort of communicating with journalists, bloggers, and other media representatives to share newsworthy information about an organization or brand. This process is essential for gaining media coverage and building relationships with key media contacts, which can enhance public visibility and credibility. Effective media outreach often involves crafting tailored press materials, such as press releases, that adhere to specific structure and format guidelines to ensure they resonate with various types of media outlets.
Media pickup tracking: Media pickup tracking refers to the process of monitoring and analyzing how often and in what contexts press releases, articles, or other content generated by a public relations effort are picked up by various media outlets. This practice helps PR professionals assess the effectiveness of their communication strategies and understand the reach and impact of their messaging across different platforms.
Multimedia elements: Multimedia elements are diverse components such as text, images, audio, video, and graphics that combine to create engaging and informative content. In the context of press releases, these elements enhance the message, making it more appealing and accessible to a wider audience by providing various ways to engage with the information presented.
News release: A news release is a written communication that reports specific but brief information about an event, circumstance, or other newsworthy item, intended to be shared with journalists and media outlets. Its primary goal is to inform the public and generate interest in a particular subject, often promoting an organization's achievements, products, or services. A well-crafted news release adheres to a specific structure and format that makes it easy for reporters to quickly understand the key details and potentially cover the story.
Newsworthy angle: A newsworthy angle refers to the specific perspective or aspect of a story that makes it appealing and relevant to media outlets and their audiences. This angle helps highlight the significance of the information being presented and determines how the story is framed, influencing what details are emphasized in a press release.
Press release distribution service: A press release distribution service is a platform or service that helps organizations send their press releases to a wide audience, including media outlets, journalists, and other stakeholders. These services are designed to amplify the reach of a press release by ensuring it reaches the right people in the right formats. They often provide additional features like tracking and analytics to measure engagement, which can be crucial for assessing the effectiveness of communication efforts.
Quotes from Key Sources: Quotes from key sources refer to the direct citations or paraphrased statements taken from influential individuals or authoritative figures relevant to a specific topic. These quotes enhance the credibility of a press release by providing expert opinions, facts, or testimonials that support the message being conveyed.
SEO Optimization: SEO optimization refers to the process of enhancing a website's visibility and ranking on search engine results pages (SERPs) through various techniques and strategies. This practice involves optimizing content, structure, and performance to align with search engine algorithms and user intent, making it crucial for attracting organic traffic. Effective SEO optimization not only improves a website's visibility but also ensures that the content resonates with target audiences, thereby maximizing engagement and conversion rates.
Social media engagement: Social media engagement refers to the interactions that users have with content on social media platforms, such as likes, shares, comments, and mentions. This engagement is a critical metric for measuring the effectiveness of communication strategies, especially in press releases, as it reflects how well the audience resonates with the message and encourages further interaction or action.
Social media integration: Social media integration refers to the process of combining social media platforms and their functionalities with other communication channels, especially in the context of public relations efforts. This involves embedding social media elements into press releases, websites, and other communications to enhance engagement, drive traffic, and increase visibility. By connecting various platforms, organizations can create a cohesive message that resonates across different audiences and maximizes the reach of their communication strategies.
Subheadline: A subheadline is a secondary headline that provides additional context or information about the main headline of a press release. It often expands on the key message or theme presented in the main headline, helping to grab the reader's attention and encourage them to read further. This component is crucial in establishing clarity and interest, supporting the overall structure and format of press releases.
Supporting facts and statistics: Supporting facts and statistics are pieces of evidence that enhance the credibility of a message by providing concrete data and information. They serve to back up claims made in communication materials, such as press releases, making the information more persuasive and trustworthy.
Target audience: A target audience is a specific group of people identified as the intended recipients of a communication or marketing message. Understanding the target audience is crucial for tailoring messages and strategies that resonate with their needs, interests, and behaviors, which enhances the effectiveness of public relations efforts.
Target Audience Identification: Target audience identification is the process of determining and understanding the specific group of people that a communication effort aims to reach. This involves analyzing demographics, interests, behaviors, and needs of potential audiences to tailor messages effectively. Recognizing the target audience is crucial for strategic planning in communication, as it influences content creation, messaging style, and distribution channels, ensuring that communications resonate with those intended.
Timing of Release: Timing of release refers to the strategic selection of when to distribute press materials, such as press releases, to maximize visibility and impact. This concept is crucial for ensuring that news is timely and relevant, aligning with media cycles and audience engagement patterns.
Website traffic analysis: Website traffic analysis is the process of measuring and evaluating the number of visitors to a website, as well as their behavior and interaction with its content. This analysis provides valuable insights that help organizations understand how effectively their online presence is attracting and engaging audiences. It includes metrics such as page views, unique visitors, bounce rates, and conversion rates, which are crucial for optimizing content and improving overall digital communication strategies.
White Space and Readability: White space refers to the empty space around and between elements on a page, which can enhance the visual appeal and clarity of a press release. It plays a crucial role in readability by helping to create a clean layout that guides the reader's eye, allowing for easier navigation through the content. By utilizing white space effectively, writers can improve the overall presentation of their press releases, making them more engaging and accessible to readers.
Wire services vs Direct pitching: Wire services are news distribution organizations that send out press releases and news stories to various media outlets, allowing for broad dissemination of information. Direct pitching, on the other hand, involves personally contacting journalists or media representatives to present newsworthy information, often tailored to their specific interests. Both methods serve the purpose of promoting information, but they differ in approach and engagement level with the media.