Introduction: Why Structure Matters More Than Style

Press releases remain one of the most powerful tools in public relations. Even in an age dominated by social media and influencer marketing, a well-structured press release continues to be the currency of credibility in the media world.

But here’s the catch: journalists, editors, and bloggers receive hundreds—sometimes thousands—of press releases every day. Only a small fraction ever make it past the inbox. The difference between one that gets deleted and one that becomes tomorrow’s headline often comes down to structure, clarity, and professionalism.

A strong press release isn’t written like a sales pitch or blog post—it’s crafted in a precise format that makes it immediately usable for journalists. In other words, you must write like a reporter, not a marketer.

Let’s break down exactly how to do that—step by step.

1. The Purpose of a Press Release

Before you write a single word, you need to be clear on why you’re writing it.

The purpose of a press release is to inform, not to sell. Its goal is to:

• Announce something newsworthy,

• Provide accurate, concise information,

• Enable journalists to build a story quickly, and

• Help your organization maintain credibility with the media.

Think of a press release as a bridge between your organization and the press. It translates your internal news into something that fits external, public-interest storytelling.

2. Standard Structure of a Press Release

Every professional press release follows a similar framework, which journalists recognize instantly. Here’s the typical layout:

1. Headline

2. Subheadline (optional)

3. Dateline (city and date)

4. Lead paragraph

5. Body paragraphs (details, quotes, background)

6. Boilerplate (“About the company”)

7. Media contact information

Now let’s examine each section in detail.

3. The Headline: Your First and Only Chance to Capture Attention

Your headline is the most critical element of your press release. If it doesn’t grab attention, the rest of your content won’t even be read.

Best Practices for Press Release Headlines

• Be clear, not clever. Journalists look for clarity and substance.
  Example:
  ✅ “XYZ Corp Launches AI-Powered Platform to Simplify Remote Work”
  ❌ “The Future of Work Just Arrived (and It’s Smarter Than You Think!)”

• Include keywords and specifics.
  Headlines with numbers, names, and data feel more concrete.
  Example: “ABC Nonprofit Raises $1 Million to Support Rural Education.”

• Keep it short (under 12 words).
  If it can’t fit in an email subject line or social post, it’s too long.

• Avoid promotional adjectives.
  Words like amazing, groundbreaking, or revolutionary sound like hype and reduce credibility.

Your headline should communicate what happened, who’s involved, and why it matters—in one crisp line.

4. Subheadline: Optional, but Powerful

A subheadline provides a little more context or a secondary hook. Think of it as your “elevator pitch in one sentence.”

Example:

“New partnership aims to expand affordable access to mental health care for students nationwide.”

This line should expand on your headline—not repeat it.

5. Dateline: Setting Time and Place

The dateline appears at the start of the first paragraph, usually formatted as:

CITY, STATE — Month Day, Year — followed by the lead sentence.

Example:

SAN FRANCISCO, CA — October 28, 2025 — XYZ Technologies today announced the launch of its AI-powered task manager designed to help hybrid teams boost productivity.

This format gives journalists immediate context for where the news originates and when it’s valid.

6. The Lead Paragraph: The Heart of the Story

The lead paragraph is the single most important part of your press release. It answers the five Ws and one H:

• Who is involved?

• What is happening?

• When does it occur?

• Where is it happening?

• Why does it matter?

• How does it work or impact the audience?

This is known as the “inverted pyramid” approach: start with the most important facts, then add supporting information.

Example of a Strong Lead Paragraph

SAN FRANCISCO, CA — October 28, 2025 — XYZ Technologies today announced the launch of FocusFlow, an AI-powered platform that helps hybrid teams plan, prioritize, and manage work more efficiently. The platform uses predictive analytics to optimize workflows, reducing meeting time by up to 30 percent.

Within one sentence, the journalist knows the who, what, when, where, and why—all in a news tone.

7. The Body Paragraphs: Details, Quotes, and Context

Once the core facts are stated, the rest of your release provides depth, explanation, and credibility.

A. Provide Supporting Details

Use the second and third paragraphs to expand on features, statistics, or background.
Example:

FocusFlow integrates seamlessly with tools like Slack and Asana. The system’s predictive engine identifies patterns in team behavior to suggest optimal schedules and task assignments.

B. Include Quotes from Key People

A press release without quotes feels flat. A quote adds emotion and authority.

Best practices for quotes:

• Use quotes from credible sources—CEO, founder, project lead, or relevant expert.

• Keep them natural, not robotic or promotional.

• Ensure they add perspective—not just repeat facts.

Example:

“As hybrid work becomes the new norm, teams need smarter systems that help them focus on results, not meetings,” said Jane Kim, CEO of XYZ Technologies. “FocusFlow gives them time back by making collaboration truly intelligent.”

Avoid generic or self-congratulatory quotes like:

“We’re thrilled to announce this amazing new product that revolutionizes teamwork.”

Journalists can spot fluff instantly.

C. Add Supporting Data or Context

Include relevant facts or background to give your story weight:

• Industry trends

• Independent research or market statistics

• Customer testimonials or early results

This transforms your release from company news into industry news—something journalists actually want to cover.

8. The Boilerplate: “About the Company” Section

Every press release ends with a boilerplate, a short paragraph describing the issuing organization.

It should be consistent across all your communications and answer:

• Who you are

• What you do

• Who you serve

• When you were founded

• A link to your website

Example:

About XYZ Technologies
Founded in 2015, XYZ Technologies is a San Francisco-based software company that helps distributed teams work smarter through AI-driven workflow solutions. With customers in over 40 countries, XYZ is redefining productivity for the hybrid era. Learn more at www.xyztech.com.

Keep it factual, timeless, and under 100 words.

9. Media Contact Information

Always include clear contact details at the end. Journalists won’t chase you down for clarification.

Example format:

Media Contact:
Sarah Lee
Director of Communications
XYZ Technologies
Email: press@xyztech.com
Phone: (415) 555-1212

You can also include social media handles or a link to a press kit for multimedia resources.

10. Formatting and Presentation Standards

Presentation plays a big role in whether journalists will take your release seriously.

Formatting Guidelines:

• Keep it to one page (400–600 words).
  Journalists value brevity. If you need more space, add a link to a detailed media kit.

• Use plain fonts (Arial, Calibri, Times New Roman).
  Avoid colorful designs or branding—it’s not a brochure.

• Single-space text, add one line between paragraphs.

• Mark the end of the release with “###”.
  This is a traditional newsroom signal meaning “end of copy.”

• Include links sparingly.
  Too many links look like spam. One or two relevant URLs are enough.

• Attach multimedia carefully.
  Images, videos, or infographics can enhance the story—but ensure they’re properly labeled and compressed.

11. Bonus Section: Writing Style and Tone

Your tone determines whether journalists perceive your release as professional news or marketing noise.

Keep It:

• Objective

• Third-person

• Clear and concise

• Informative rather than persuasive

Avoid:

• Exclamation points

• Superlatives (best, leading, world-class)

• Buzzwords (synergy, innovation, disruption)

Your job isn’t to “sell” the news—it’s to report it effectively.

12. Common Mistakes to Avoid

Even experienced PR teams make avoidable errors that kill their credibility.

1. Burying the lede — putting the most important information in paragraph three instead of paragraph one.

2. Using a sales pitch tone — journalists aren’t your customers.

3. Omitting contact details — makes follow-up impossible.

4. Failing to proofread — typos and errors destroy professionalism.

5. Ignoring formatting conventions — if it doesn’t look like a press release, it won’t be treated like one.

6. No real news value — not everything your company does deserves a release.

13. The Inverted Pyramid: Your Structural Blueprint

This journalistic model is the foundation of all professional press releases.

How It Works:

1. Top: Most important information — what’s happening, who’s involved, when, where, and why.

2. Middle: Supporting details — data, quotes, and background.

3. Bottom: Company info and context — boilerplate and contact.

Why it works:
Journalists can quickly cut from the bottom up without losing critical information, allowing your release to fit their column space easily.

14. Incorporating Multimedia: The Modern Press Release

Today’s releases often include visuals and links for richer storytelling.

Effective Multimedia Elements:

• Product images or demos

• Video clips

• Infographics with statistics

• Logos and event photos

Pro Tip:

Include links to downloadable assets via a media kit page rather than large attachments, which can trigger spam filters.

15. Sample Template

Here’s a concise professional template to model:

FOR IMMEDIATE RELEASE

[Headline: Clear and Compelling Statement of News]

[Subheadline: Optional, Supporting Line of Context]

[CITY, STATE — Month Day, Year] — [Lead paragraph answering the who, what, when, where, and why.]

[Supporting paragraph with background details and stats.]

“[Quote from company executive or spokesperson adding context and emotion],” said [Name, Title, Company].

[Additional paragraphs as needed: details, impact, context.]

About [Company Name]
[Boilerplate: concise description of company, mission, location, website.]

Media Contact:
[Name]
[Title]
[Email / Phone]

16. Why Journalists Love Properly Structured Releases

When your press release follows professional standards:

• It signals credibility and trustworthiness.

• It saves journalists time.

• It increases the chance of direct pickup or minimal editing.

Remember: journalists aren’t obligated to cover your story. Your job is to make it as easy as possible for them to say yes.

17. Conclusion: Form Is Function in PR

A well-written press release isn’t flashy—it’s functional. The structure exists to make your message clear, accessible, and journalist-friendly.

Every section serves a purpose:

• The headline captures attention.

• The lead delivers the story.

• The body supports with facts and quotes.

• The boilerplate and contact make it official.

When you master this structure, you stop writing announcements and start producing news. That’s the difference between self-promotion and public relations.