A press release is a structured news announcement distributed to journalists and media outlets to generate earned media coverage. Write one by leading with a newsworthy headline, following the inverted pyramid, and answering who, what, when, where, and why in the opening paragraph. Close with a spokesperson quote, boilerplate, and media contact section.
Key Highlights:
A press release earns media coverage only when the news passes the editorial test before writing begins.
The inverted pyramid serves journalists and search engines for the same reason: both prioritize the most important information first.
Every element from headline to boilerplate has a defined function and skipping any of them costs credibility.
A well-crafted press release generates free publicity, builds journalist relationships, and drives target audience attention at no media buy cost.
FOR IMMEDIATE RELEASE and embargoed variations serve different distribution purposes and are not interchangeable.
Press release length varies by announcement type and has no single correct answer.
What Is a Press Release and Why Does It Matter?
A press release works because it gives a journalist everything needed to evaluate, assign, and report a story in a single document.
According to the Reuters Institute Digital News Report 2024, press releases remain among the most cited primary sources journalists use when developing stories. The format survives because it works. The execution is what determines whether yours gets covered or deleted.
The Editorial Test Every Release Must Pass First
Before a single word gets written, one question has to be answered honestly.
Would a journalist at a relevant publication cover this story without being asked?
If the answer is no, the writing does not matter. No amount of polish on a non-story will turn it into coverage. The editorial filter is not a journalism standard you work around. It is the entire logic of the channel.
Content that consistently passes this filter shares specific characteristics:
It announces something genuinely new: a product launch, a funding round, an acquisition, or a measurable outcome.
It connects to a trend or topic journalists are already actively covering in your industry.
It includes a named expert perspective that adds something a reporter could not find elsewhere.
It has a specific, concrete angle rather than a vague company update dressed up as news.
It serves the journalist's target audience, not just the company's marketing goals.
Types of Press Releases and When to Use Each
Not every announcement calls for the same approach. Understanding which type of PR announcement fits the situation is part of writing a press release well.
Type | Purpose | What to Lead With |
Product launch | Announce a new product or major update | Customer outcome, not product features |
Event press release | Promote upcoming or recap past events | Significance to the target audience |
Funding announcement | Share investment rounds with stakeholders | Amount, investor, and growth implication |
Merger and acquisition | Inform stakeholders about organizational changes | What it means for customers and operations |
Award press release | Highlight company recognition and credibility | Why the recognition matters to the industry |
Each type follows the same structural rules. What changes is the news angle and the opening frame. A compelling product launch announcement shifts from internal corporate language to news-driven storytelling that is specific, concise, and AI-friendly.
Press Release vs. News Release vs. Media Statement
A press release is a proactive announcement. A news release is the same document in institutional contexts. A media statement is reactive, issued in response to a journalist inquiry rather than to generate coverage.
The differences between a press release and a news release are worth understanding before choosing which format the situation calls for.
Press Release Format: Structure, Elements, and Standards
Press release format follows a fixed 10-element structure: release status line, headline, subheadline, dateline, lead paragraph, body, spokesperson quote, end mark, boilerplate, and media contact - ordered to match how journalists read and how search engines extract content.
To help you apply these guidelines, you can use the press release template below as a structural guide for your next announcement. The following press relea example illustrates how to effectively integrate each of these ten components into a cohesive, professional press release.
The Standard Press Release Format at a Glance
Element | Position | Purpose |
Release status line | Very top, left-aligned | Signals timing and availability |
Headline | Below release status | Captures attention, signals the story |
Subheadline (optional) | Below headline | Adds context, supports SEO |
Dateline | Opens lead paragraph | Establishes location and date |
Lead paragraph | First paragraph | Answers the five Ws |
Body paragraphs | Middle section | Supporting detail, data, context |
Spokesperson quote | Inside body | Adds authority and human perspective |
End mark | After body or after contact | Signals completion to editors |
Boilerplate | After end mark or end of document | About the company, E-E-A-T signal |
Media contact | Final section | Journalist follow-up information |
The essential elements of a press release each carry a specific job. Remove any one of them and the document loses something a journalist or search engine was relying on.
Every Press Release Element Explained: Headline to Contact Details
Release Status Line: FOR IMMEDIATE RELEASE and Its Variations
The release status line appears at the very top left and tells the journalist when the story is available to publish. There are three common variations:
FOR IMMEDIATE RELEASE: The standard. The story is cleared for publication the moment the journalist receives it. This is used in the vast majority of press releases.
EMBARGOED UNTIL: [Date and Time] - The journalist receives the release in advance but agrees not to publish until the specified date and time. Used for coordinated multi-outlet launches, earnings announcements, or major product reveals where timing across publications needs to align.
NOT FOR RELEASE UNTIL: [Date and Time] - A stricter version of the embargo. Used when the organization wants explicit written acknowledgment that the journalist has agreed to the hold date before sharing the content.
Most business press releases use FOR IMMEDIATE RELEASE. Embargoes are reserved for situations where the timing of the announcement across multiple journalists needs to be carefully controlled.
Headline
The headline carries more weight than any other part of the release. It determines whether a journalist keeps reading and whether search engines can categorize the content accurately. A strong PR headline is specific, concrete, and outcome-focused.
Weak headline: Local Tech Company Announces Exciting New Product Launch
Strong headline: Austin SaaS Startup Cuts Customer Onboarding Time by 60% With AI-Powered Platform
The second version gives a journalist a story. The first gives them nothing to work with. Understanding the full craft behind writing a compelling press release headline matters because the headline determines click-through rates across every syndicated version of the release. A bank of headline frameworks for different announcement types is worth having ready before you need them.
Subheadline
Optional but useful when the headline is tight on space. The subheadline adds one layer of supporting context, typically a secondary keyword or a clarifying detail the headline could not carry.
Dateline
The dateline opens the first paragraph and establishes where and when the news originates. Standard AP style: CITY, State Abbreviation, Month Day, Year. For example: NEW YORK, NY, May 19, 2026. It signals immediacy and geographic relevance to both journalists and wire services.
Lead Paragraph
The most important paragraph in the release. It answers the five Ws: who is making the announcement, what is being announced, when it is happening, where it applies, and why it matters. All of this within the first 50 to 80 words. If a journalist read only the lead paragraph and nothing else, they should have enough to decide whether the story is worth pursuing.
Body Paragraphs
The body expands on the lead in descending order of importance. Data, research, context, and background belong here. Each paragraph adds something new rather than restating what came before. Short paragraphs of two to three sentences work better than dense blocks. The tone stays factual, neutral, and free of promotional language throughout.
Spokesperson Quote
Every news release needs at least one attributed quote from a named individual with a complete title. A quote from "a company spokesperson" carries no authority. A quote without a name signals that no one is willing to own the statement, which is a credibility problem before the release reaches an editor's desk.
Quotes from named executives consistently outperform generic attribution; a Cision 2024 report found 72% of journalists say a compelling quote increases their likelihood of covering a story. That is why how to use quotes in press releases is worth studying as its own discipline.
"The quote is not decoration. It is the only part of a press release that carries a human voice. A named executive with a specific, forward-looking perspective gives a journalist something they cannot manufacture on their own. That is what turns a release into a source." - Michael Smart, Media Relations Coach and Founder, MichaelSMARTPR
End Mark: Placement Conventions
The end mark, typically three centered pound signs (###), signals to an editor that no more content follows. There are two accepted placement conventions:
After the body, before the boilerplate: The more common modern format. The ### signals the end of the news content. The boilerplate and contact details that follow are supplementary reference material rather than part of the story itself.
At the very end, after all contact details: An older convention still used by many organizations, particularly in corporate communications. It signals the end of the entire document rather than just the editorial content.
Both are professionally acceptable. The first convention is more common in digital press release distribution today. What is not acceptable is leaving the end entirely unmarked, which leaves editors wondering whether they received the complete document.
Some organizations also use "-END-" or "-30-" as alternatives. All carry the same meaning. The full guidance on how to end a press release correctly, including which format works best for different distribution scenarios, covers the practical differences between each approach.
Boilerplate
The boilerplate is the About Us section that closes every release. Most companies write it once and paste the same paragraph onto every release they ever send. That is a significant missed opportunity.
A well-written boilerplate is an E-E-A-T signal. It builds brand entity recognition quietly across every distribution. A strong boilerplate includes:
When the company was founded
What it does in specific, industry-relevant terms
Any notable recognition, certifications, or credentials
A link to the official website
Written like an objective description rather than a sales pitch, kept consistent across every release, and held to 50 to 100 words, it does more long-term credibility work than most brands ever give it credit for.
The full strategy behind writing an effective press release boilerplate is worth getting right once and applying consistently across every release you distribute.
Media Contact and Contact Details
The final section provides a named contact person, a direct email address, and ideally a phone number. This exists purely for journalist follow-up. When a reporter wants to verify a claim, request an interview, or get additional information, these contact details are where they look.
Ready to distribute your announcement?
Now that you understand the full structure and every element that belongs in a professional news release, the next step is getting it in front of the right journalists. EasyPRwire distributes to 200+ premium media outlets, guarantees Google News indexing within 24-48 hours, and gives you a real-time dashboard to track every pickup.
How to Write a Press Release Step by Step
Writing a press release step by step means: finding the news angle first, writing the headline second, building the lead with the inverted pyramid, expanding the body with data and a quote, writing the boilerplate, and finalizing contact details before distribution.
Step 1: Find the news angle before opening the document
An announcement is a fact. A story is a fact with context or consequence attached to it. "Company launches software" is an announcement. "Company launches software that reduces onboarding time by half, addressing a retention problem that costs businesses $1,500-$2,500 per hourly worker replaced (Gallup, 2019)." Ask what problem the news solves, who it affects, and what would change without this announcement. That answer is your headline.
Step 2: Write a headline that earns attention from journalists and search engines simultaneously
For journalists, signal a specific outcome using numbers, named entities, or concrete results. For search engines, place the primary keyword in the first six words and keep the character count between 60 and 80. Test every headline with one question: would a reporter use this line as the title of their own article? If not, rewrite it.
Step 3: Open with the inverted pyramid
The lead paragraph answers all five Ws within 80 words, structured as a self-contained unit. Weak: "XYZ Company, founded in 2018, is pleased to announce its new platform has launched." Strong: "XYZ Company today launched a project management platform that reduces cross-team reporting time by 60%." These two press release examples show the same announcement at two different levels of execution. The structure determines which one gets covered.
Step 4: Build the body with supporting detail and one attributed quote
Paragraph two carries the most significant data point. Paragraph three adds industry context. Paragraph four is the spokesperson quote with full name and title. The quote must add something the headline and lead do not already say. Press releases with multimedia content earn significantly more reader engagement than text-only releases according to Visme's Content Marketing Report (2023), which is why adding visual elements to a press release is a standard part of the writing process.
Step 5: Add contact details, finalize, and distribute strategically
The media contact section includes the contact person's full name, title, direct email, and phone number. Tuesdays through Thursdays between 10 a.m. and 2 p.m. produce the highest journalist open rates (Ragan Communications PR Industry Survey, 2024). Distribute to multiple journalists simultaneously rather than staggering. Understanding the full press release distribution process from draft to media pickup is what turns a single well-written release into consistent coverage over time.
You wrote the release. Now get it in front of the journalists who cover your beat. Here is what EasyPRwire delivers when you hit send:
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Press Release Writing Mistakes That Kill Coverage Before It Starts
The most common press release mistakes are writing in promotional language instead of news language, burying the announcement past the first paragraph, using anonymous or empty quotes, ignoring AP style, and distributing a story that has no real news angle.
Writing a Promotional Document Instead of a News Story
Journalists are trained to identify promotional copy and discard it reflexively. Every sentence in the release must pass one test: could this appear in a news article without editing? If the answer is no, rewrite it.
Burying the News in the Opening Paragraph
Starting with company history or background before stating what is being announced is a structural error that costs coverage. Editors scan quickly. If the news is not in the first two sentences, they move on.
Using a Quote That Says Nothing
"We are thrilled to announce this exciting development" is filler. A useful quote adds a named perspective, a specific insight, or a forward-looking statement that the rest of the release does not already contain. Nothing less is worth including.
Sending a Non-Story Through a Premium Wire Service
No wire service can manufacture editorial interest in an announcement that has none. The writing step and the distribution step are sequential for a reason. Distributing a weak story wastes the budget and trains journalists to ignore future releases from your brand.
Press Release Writing Best Practices Checklist
A press release checklist covers six areas before distribution: news angle, format and structure, headline and keywords, body and quote quality, links and media, and closing sections including boilerplate and media contact.
News and Angle
News angle passes the editorial test: a journalist would cover this without being asked
Format and Structure
Release status line appears at the top left: FOR IMMEDIATE RELEASE or correct embargo format
Dateline is formatted correctly: CITY, State, Month Day, Year
Lead paragraph answers who, what, when, where, and why in under 80 words
Headline and Keywords
Headline is specific, outcome-focused, and under 80 characters
Primary keyword appears in headline and within first 100 words
Opening paragraph is 50 to 70 words and written as a self-contained factual statement - this is what makes the release eligible for Google AI Overview extraction
Body and Quote
Body length is appropriate for the announcement type
One attributed spokesperson quote with full name and complete title
Quote adds perspective not already stated elsewhere in the release
Consider embedding 3 to 5 brief FAQs in the body where they genuinely help readers - structured Q&A content also tends to surface well in AI-driven search results
Links and Media
One to two contextual links with neutral or brand-name anchor text
At least one image included, minimum 1,200 pixels wide, with keyword-relevant alt text
Closing Sections
Boilerplate includes founding year, core expertise, credentials, and website link
Media contact section includes a named person and a direct email address
All statistics cited with source name and year
No promotional language, superlatives, or unattributed claims
Distribution
Distribution scheduled for Tuesday, Wednesday, or Thursday between 10 a.m. and 2 p.m.
Document reviewed for grammar, broken links, and factual accuracy
Put This Into Practice
A news release written this carefully deserves a distribution network that matches the effort. EasyPRwire places your release on authoritative wire services and editorially-reviewed platforms where media pickup actually happens.
Key Takeaways
A news release earns coverage only when the news passes the editorial test first.
The inverted pyramid is the functional reason news releases get read by journalists and indexed by search engines at the same time.
Every element from the release status line to the media contact details has a defined purpose and none of them are optional.
FOR IMMEDIATE RELEASE and embargo variations are not interchangeable and using the wrong one creates confusion before a journalist reads past the first line.
Announcement length should match the announcement type rather than a fixed word count.
Spokesperson quotes need a full name, a complete title, and a statement the rest of the release does not already contain.
Writing the release well and distributing it through the right network are two separate decisions that both determine whether the release generates anything.
Frequently Asked Questions
What are the 7 parts of a press release?
The seven parts are: the release status line, headline, dateline, lead paragraph, body paragraphs with spokesperson quote, end mark, and boilerplate with media contact section. Some formats add a subheadline between the headline and dateline. Each part has a specific function and removing any of them reduces the credibility of the release in the eyes of both editors and search engines.
What is the format of a press release?
The standard format follows the inverted pyramid: release status line, headline, optional subheadline, dateline opening the first paragraph, body in descending order of importance, spokesperson quote, end mark, boilerplate, and media contact. Looking at press release examples across industries shows the same format applied consistently regardless of announcement type or sector.
What are the five Ws in a press release?
The five Ws are who, what, when, where, and why. Every lead paragraph must answer all five within the first 50 to 80 words. A lead that answers all five Ws gives a journalist enough information to decide whether the story is worth pursuing without reading the rest of the release.
How long should a press release be?
Press release length depends on the announcement type. Standard business announcements run 400 to 600 words. Event releases are often shorter at 300 to 500 words. Technical announcements with significant data may run up to 800 words. The practical rule: every sentence must earn its place. If removing it does not hurt the story, cut it.
Where should I distribute my press release after writing it?
Distribution through a credible, editorially-reviewed wire service is the standard for releases intended to generate both media coverage and search visibility. EasyPRwire distributes to authoritative platforms where indexed mentions and editorial coverage actually happen. For anyone needing a structural starting point before writing, free press release templates keep the format compliant with professional standards.
