Introduction
A press release is still one of the fastest ways to get your news in front of journalists, bloggers, and news outlets. When you launch a product, open a new location, win an award, or hit a milestone, a well-written press release tells the media exactly why they should care — in a format they already know how to use.
But most press releases fail before anyone reads past the first line. They bury the news, ramble for pages, or read like an advertisement. Journalists receive dozens of pitches a day, so yours needs to be clear, factual, and easy to turn into a story.
In this guide, you will learn the standard press release format section by section, see a complete example you can model, and pick up practical tips for getting your release read instead of deleted.
What Makes Something Newsworthy?
Before you write a single word, ask yourself: is this actually news? Good reasons to send one include:
Launching a new product or service
Opening a new office, store, or location
Announcing a partnership, merger, or acquisition
Releasing a study, report, or survey with interesting findings
Winning an award or reaching a major milestone
Appointing a new executive or key hire
Hosting or sponsoring a notable event
The Standard Press Release Format
Journalists expect a specific structure. Follow it exactly:
1. Headline
Keep it under 15 words, lead with the news, write it like a newspaper headline — not a slogan. Weak: "Innovative Solutions Provider Excited to Announce Amazing New Platform" Strong: "Brightline Launches Free Tool That Turns Meeting Notes Into Action Items"
2. Subheadline (Optional)
One sentence that adds context or a key detail the headline could not fit.
3. Dateline
The city and date where the news originates, in capital letters, followed by an em dash. For example: AUSTIN, Texas — March 4, 2026 —
4. The Lead Paragraph
The first paragraph must answer the five Ws: who, what, when, where, and why. Put the most important fact first.
5. The Body
The next two to four paragraphs add supporting details in descending order of importance — the inverted pyramid. Include facts, numbers, dates, and specifics.
6. Quotes
Include one or two quotes from a founder, executive, or customer. Quotes are the only place where opinion and enthusiasm belong. A good quote explains the why behind the news.
7. Boilerplate
A short "About" paragraph describing your company — what you do, who you serve, when you were founded. Three or four sentences.
8. Media Contact
End with a contact block: name, title, phone, email. Add "###" centered on its own line at the very end.
A Complete Press Release Example
Here is a full example following the format above — use it as a template:
Brightline Launches Free Tool That Turns Meeting Notes Into Action Items
The new Meeting Recap Generator extracts tasks, owners, and deadlines from raw notes in seconds
AUSTIN, Texas — March 4, 2026 — Brightline, a productivity software company, today launched its free Meeting Recap Generator, a tool that converts messy meeting notes into organized action items with assigned owners and deadlines.
"Small teams lose hours every week turning meeting notes into tasks," said Maya Chen, Brightline's co-founder. "We built this tool to give them that time back."
About Brightline: Brightline builds simple productivity tools for small teams. Founded in 2023. Media Contact: Jordan Ellis, Head of Communications, (512) 555-0148, jordan@brightline.example.com
5 Tips for Getting Your Press Release Read
Write the headline last. Draft the body first, then distill it into a headline.
Keep it to one page. Aim for 300 to 500 words.
Avoid jargon and hype words. Cut "revolutionary," "cutting-edge," "excited to announce."
Include a real quote with a real opinion. Generic praise wastes space.
Time your send. Tuesday through Thursday mornings tend to work best.
Common Mistakes to Avoid
Burying the lead. If the news is not in the first paragraph, rewrite it.
Writing an ad. A press release informs; it does not sell.
Forgetting the contact info. A journalist who cannot reach you will move on.
Attaching huge files. Link to a media kit instead.
Sending to everyone. A focused list of twenty beats a blast to two thousand.
Frequently Asked Questions
How long should a press release be?
Aim for 300 to 500 words on a single page: the news, key details, a quote, company background, and contact information.
When should I send a press release?
When you have genuine news. Tuesday through Thursday mornings generally get the best open rates.
Do I need to pay to distribute a press release?
Not necessarily. Emailing targeted journalists directly is free and often works better for small businesses.
What is a boilerplate in a press release?
A short "About" paragraph at the end describing your company in three to four sentences.
Should a press release be written in first or third person?
Third person — like a news article. The only exception is direct quotes.
Write Your Press Release Faster
Try the free AI Press Release Generator — enter your announcement details and get a properly formatted draft with headline, lead paragraph, quotes section, and boilerplate in seconds.