How to Write a Press Release: Step-by-Step Guide with Examples

A press release is a formal written statement issued to the media to announce something newsworthy about your organization. Writing an effective press release is a skill that combines journalism, marketing, and strategic communication. This guide walks you through every section of a press release, provides writing tips for each part, highlights common mistakes, and includes a complete sample you can use as a template.

Whether you are writing your first press release or looking to improve your results, following a proven structure ensures your release is professional, complete, and ready for distribution.

The 7 Essential Parts of a Press Release

Every professional press release contains seven standard components. Journalists and editors expect this structure, and deviating from it can cause your release to be ignored or discarded. Here is what each part does and how to write it well.

1. Headline

The headline is the single most important element of your press release. It determines whether a journalist reads further or moves on. Your headline must communicate the core news in a clear, compelling way — typically in 10 to 15 words.

Writing tips for headlines:

• Lead with the most newsworthy element — what happened, who did it, or why it matters
• Use active voice and strong verbs ("launches," "acquires," "reveals," "secures")
• Include the company or brand name
• Avoid jargon, buzzwords, and superlatives like "revolutionary" or "groundbreaking"
• Write in title case (capitalize the first letter of major words)
• Do not use periods at the end of a headline
• Consider adding a subheadline for additional context or a secondary angle

Good example: "Acme Corp Launches AI-Powered Supply Chain Platform for Mid-Size Retailers"

Bad example: "Acme Corp Is Excited to Announce a Revolutionary New Product That Will Change Everything"

2. Dateline

The dateline appears at the very beginning of the first paragraph and establishes when and where the news originates. It follows a standard format: CITY, State (or Country) — Month Day, Year.

Format: CITY, STATE, Month Day, Year —

Example: NEW YORK, NY, June 2, 2026 —

Writing tips for datelines:

• Use the city where your company is headquartered or where the news event takes place
• Write the city name in ALL CAPS
• Use standard state abbreviations (NY, CA, TX) or full country names for international releases
• The dateline flows directly into the opening paragraph — it is not a separate line

3. Introduction (Lead Paragraph)

The lead paragraph is the most important paragraph in your press release. It must answer the five W's — Who, What, When, Where, and Why — in two to three sentences. Journalists who scan your release will often read only this paragraph, so it must contain the complete story in miniature.

Writing tips for the lead paragraph:

• Answer: Who is making the announcement? What is being announced? When is it happening? Where is it happening? Why does it matter?
• Keep it to 2–3 sentences and under 50 words if possible
• Put the most newsworthy information first
• Write in third person ("The company announced…" not "We are pleased to announce…")
• Avoid starting with the company name if possible — lead with the news
• Include a hook that makes the reader want to continue

4. Body Paragraphs

The body of your press release expands on the lead paragraph with supporting details, context, data, and quotes. Follow the inverted pyramid structure used in journalism: put the most important information first and progressively less critical details later. This structure allows editors to cut from the bottom without losing essential information.

Writing tips for the body:

• Use 3–5 paragraphs for the body, keeping each paragraph to 2–4 sentences
• Include at least one direct quote from a company executive, spokesperson, or relevant stakeholder
• Support claims with specific data, statistics, or concrete examples
• Provide context: Why does this news matter to the reader? What problem does it solve? What market need does it address?
• If applicable, include a second quote from a customer, partner, or industry expert to add credibility
• Write in third person throughout
• Avoid marketing language — write like a journalist, not an advertiser
• Keep the total press release between 400 and 600 words for optimal media pickup

5. Boilerplate (About Section)

The boilerplate is a standardized paragraph about your company that appears near the end of every press release. It provides background information for journalists who are unfamiliar with your organization.

Writing tips for the boilerplate:

• Keep it to 3–5 sentences (75–150 words)
• Include: what your company does, when it was founded, where it is headquartered, key metrics (customers served, revenue, team size), and your mission or differentiator
• Write it once and reuse it (with periodic updates) across all press releases
• Include your website URL
• Avoid subjective claims — stick to verifiable facts

Example:

About Acme Corp: Acme Corp is a supply chain technology company that helps mid-size retailers optimize inventory and reduce costs through AI-powered automation. Founded in 2020 and headquartered in New York, Acme serves over 2,000 retailers across North America. For more information, visit www.acmecorp.com.

6. Contact Information

Every press release must include contact information so journalists can follow up with questions. This section typically appears at the end, after the boilerplate.

Include:

• Contact person's full name
• Title / role
• Company name
• Email address
• Phone number
• Website URL

Tips:

• Use a real person's name and contact information — not a generic inbox
• The contact person should be available and responsive; journalists work on tight deadlines
• If you have both a media contact and a general contact, list the media contact first

7. End Notation (###)

The traditional end notation for a press release is three hash marks centered on a line: ###. This signals to editors that the press release is complete and no additional content follows.

Some organizations use "-30-" or "END" instead. All three are acceptable, but "###" is the most widely recognized standard.

Common Mistakes to Avoid

Even experienced communicators make these errors. Avoiding them significantly improves your chances of media pickup:

1. Writing an advertisement instead of news. Press releases should read like news articles, not sales pitches. Phrases like "the best product ever" or "an unparalleled solution" signal to journalists that your release is marketing material, not news.
2. Burying the lead. The most important information must appear in the first paragraph. If a journalist has to read four paragraphs to understand what your announcement is, they will not read four paragraphs.
3. Including too much jargon. Write for a general audience, even if your product or service is technical. If a smart person outside your industry cannot understand your release, simplify it.
4. Making it too long. The ideal press release is 400–600 words. Anything over 800 words is likely too long and will be cut or ignored.
5. Forgetting the quote. Every press release should include at least one direct quote. Quotes add a human element and give journalists something they can directly attribute.
6. Using first person. Press releases are written in third person. "We are thrilled" should be "The company announced" or placed inside a direct quote.
7. No clear news hook. If your press release does not answer the question "Why should anyone care about this today?" it is not ready to distribute.
8. Weak or missing headline. A vague headline like "Company Update" guarantees your release will be ignored. Invest time in crafting a headline that communicates specific news.
9. Skipping proofreading. Typos, grammatical errors, and factual mistakes destroy credibility. Have at least two people review your release before distribution.
10. Not including contact information. A journalist who wants to cover your story but cannot reach you will simply move to the next story.

When to Send a Press Release

Timing affects whether your press release gets media attention. Follow these best practices:

• Best days: Tuesday, Wednesday, and Thursday. These are the highest-engagement days for media and typically yield the most pickups.
• Best times: Between 8:00 AM and 10:00 AM in your target audience's time zone. This aligns with the start of the news cycle.
• Avoid: Fridays (news gets lost over the weekend), Mondays (inboxes are flooded), holidays, and days when major scheduled news events will dominate coverage.
• Embargoes: If your news is time-sensitive and you want to give select journalists advance access, consider distributing under embargo — providing the release early with a specified date and time when it can be published.

Sample Press Release

Below is a complete sample press release that demonstrates proper formatting and structure. Use it as a template for your own releases.

Press Release Format Checklist

Before distributing your press release, verify it includes all of the following:

Element	Required	Checklist
Headline	Yes	Clear, specific, 10–15 words, active voice
Subheadline	Optional	Adds context or secondary angle
Dateline	Yes	CITY, STATE, Date — format
Lead paragraph	Yes	Answers Who, What, When, Where, Why
Body paragraphs	Yes	3–5 paragraphs with supporting detail
Quote(s)	Yes	At least one executive or spokesperson quote
Data / statistics	Recommended	Specific numbers supporting claims
Boilerplate	Yes	3–5 sentences about the company
Contact information	Yes	Name, title, email, phone
End notation (###)	Yes	Centered at the end
Word count	—	400–600 words ideal, 800 max
Proofread	Yes	Reviewed by at least two people

Audit Your Press Release Before Distributing

Before you send your press release to any distribution service, run it through our free Press Release Auditor. This tool analyzes your release against industry best practices and provides specific feedback on your headline, structure, length, readability, and SEO optimization. It takes 30 seconds and can significantly improve your chances of media pickup.

Related Resources

• Free Press Release Auditor Tool — Analyze your press release before distributing
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