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The Complete Press Release Guide

Everything you need to know about writing, formatting, and distributing professional press releases.

What Is a Press Release?

A press release is an official statement delivered to members of the news media for the purpose of providing information, creating an official statement, or making an announcement. Press releases are typically written by a company's PR team and distributed to journalists, editors, and news outlets.

The best press releases follow a specific structure known as the inverted pyramid - the most important information comes first, with supporting details following in order of decreasing importance.

The Anatomy of a Press Release

1. Headline

Your headline is the most critical element. It should be clear, compelling, and contain the core news. Aim for 60-80 characters. Use active voice and include specific data points when possible.

2. Subheadline (Optional)

A subheadline provides additional context that doesn't fit in the headline. It's your chance to add a secondary angle or supporting data point.

3. Dateline

The dateline includes the city, state/country, and date of the release. Format: SAN FRANCISCO, CA - April 14, 2026 -

4. Lead Paragraph

The first paragraph must answer the five W's: Who, What, When, Where, and Why. A journalist should be able to write a complete story from your lead paragraph alone.

5. Body Paragraphs

Expand on the news with supporting details, data, and context. Include at least one direct quote from a company spokesperson. Each paragraph should add value - if it doesn't, cut it.

6. Boilerplate

A standardized "About" paragraph that describes your company. This remains consistent across all press releases.

7. Contact Information

Include the name, email, and phone number of your media contact person.

Formatting Rules

  • Use AP (Associated Press) style for all formatting
  • Keep the total length between 400-600 words
  • Use "FOR IMMEDIATE RELEASE" at the top
  • End with "###" to signal the end
  • Double-space between paragraphs
  • Never use exclamation marks
  • Spell out numbers one through nine, use numerals for 10+

Common Mistakes to Avoid

  1. Burying the lead: Put your most newsworthy information first
  2. Using jargon: Write for a general audience, not your industry peers
  3. Being too promotional: Stick to facts and let the news speak for itself
  4. Missing a quote: Every release needs at least one human voice
  5. Weak headline:If your headline doesn't compel someone to read more, nothing else matters

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Pressly applies all of these best practices automatically. Just enter your details and get a broadcast-ready release.

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