Ahh, the press release—one of the industry’s most iconic tools. For over 100 years, public relations professionals have used press releases to provide accurate, from-the-source, noteworthy information to the media and the public. While the distribution method has changed over the years, the bones of the humble press release have remained remarkably consistent.
Before delving deeper into what makes an effective press release, let’s explain what a press release is.
What is a press release?
For the uninitiated, the textbook definition of a press release (see also news release, media release, press statement) is “a written statement about a matter of public interest which is given to the press by an organization concerned with the matter.”
Ironically, the broad nature of this definition can sometimes lead to confusion. It should be noted that not all press releases are written statements—video press releases exist as well. To expand the textbook definition a bit, a press release is also:
- An official statement prepared by an organization and sent to the media to secure press coverage based on the information in the release.
- A message meant to be shared widely with stakeholders and the public.
Why has this PR tool withstood the test of time? Because press releases continue to give PR practitioners the opportunity to:
- Tell the story their way
- Present the facts
- Distribute news quickly and cost-effectively
- Secure media coverage and publicity
- Expose the brand and message to a broader audience
All using one piece of content.
So how does it work?
Press release format: What is included in a press release?
Before starting to write your own, you’ll want to have a solid understanding of the components and decide which to include in your release.
While most of the components described below are standard press release practices, there is much room for flexibility based on personal preference.
Logo
Anyone reading your press release should be able to tell who it’s about and who it’s from without reading a single word on the paper. Your company’s logo should be nice and visible. Most people opt to put it in the banner at the top of the page, but if your branding or release design requires that it be placed somewhere else, that’s fine, too. Just make sure it’s easily spotted.
Header
You’ll also want people to be able to tell with little to no effort that what they are reading is, in fact, a press release. While it may seem obvious or redundant, an easy way to do that is to include the physical words “Press Release” or “News Release” as a header at the top of the release.
Release time
You need to let the reader know when the information in this release can be made public. This is where you’ll most often see “For Immediate Release.” This means anyone reading your release has the green light to discuss or publish the information publicly.
However, you may not want journalists to publish immediately in some cases. Perhaps your company will be doing an official launch in a few days, but you wanted to give journalists time so they can have a story ready to go when your organization makes the information public. If so, you’re writing an “under embargo” release. This means that journalists cannot publish anything until the time you’ve specified.
Ensure this crucial info is prominently included on your release, usually right at the top. Some companies even watermark the document with “Embargoed” and include it at the top of their release.
Title/headline
Your headline is perhaps the most crucial aspect of getting your press release picked up. It must grab the journalist’s attention while conveying the most essential part of the release’s message.
Dateline
This indicates the date and location your release is being made public. This lets journalists know when and where their information comes from and helps them determine whether it will be relevant to them.
Contact information
Contact information should be prominently displayed on the press release to ease any media outreach towards your company if they have questions, want to request interviews, or require more information.
Body paragraphs
This is where the crux of the information is. While the headline summarizes the key takeaway, the body paragraphs dish out the details and convey what the press release is all about.
There are two key points to keep in mind when writing your press release:
- Look to answer the 5Ws for the reporter: Who? What? When? Where? Why?
- Don’t bury the lede! Your press release should reveal the most important information upfront. A journalist should be able to understand what you’re trying to communicate after reading your headline and first paragraph.
Quotes
Quotes allow you to add mass appeal to your press release by adding a human perspective to your story. Subject matter experts, C-suite executives, and customers can lend credibility to the press release by reiterating the relayed information.
Quotes are generally introduced in the second or third paragraph and usually reflect the tone of the piece. Think, “We’re very excited about this announcement…” or “We’ve been looking forward to this …”.
End notation
This symbol signals the end of the press release. Two common end notations are -30—and ###. Consult your regional style guide to determine what is most appropriate.
Boilerplate
A boilerplate section towards the end informs the reader more about your company, including industry experience, awards and other information relevant to the audience.
It is a brief section, typically under 100 words, including a call to action and a link to your website or contact page.
Additional components
Subheading
While the headline is meant to be catchy and engaging, the subheading is used to offer more insight into what the release holds for the reader.
Summary bullet points
Some organizations like to include bullet points at the beginning of the release that journalists can skim if they don’t want to read the entire document. The bullet points give the reader a good overview of the most crucial information included in the release.
Multimedia
Photos, videos, GIFs, hyperlinks, or any other multimedia can also be included in your release to make it more engaging. Multimedia is particularly effective at grabbing journalists’ interest and providing visual cues they can use in their piece.
Stock market abbreviation/ticker symbol
Publicly traded companies will include their stock market ticker symbol in brackets following the first mention of the company name in the first paragraph.
Basic press release template
The press release lifecycle
A successful press release undergoes three key stages:
1. Write your press release
A successful press release resonates with the audience, engaging them in your offer and leaving more to be desired. You must ensure the right tone and optimal length to increase your chance of getting accepted. Easier said than done, right?
Simplify writing press releases with AI
With stringent deadlines and last-minute announcements, PR professionals struggle with writer’s block to finalize a press release. That’s where AI can help you ideate the first draft, filling in the spaces while conveying the same takeaway.
Introducing: PR CoPilot
Agility PR Solution’s Newsroom
With 64% of PR professionals utilizing AI for writing tasks, generative AI allows PR professionals to focus on their core competencies and delegate writing to intelligent AI assistants – like PR CoPilot. Designed by PR industry professionals, the tool is integrated into the Agility platform, allowing you to finalize your draft without switching between tools.
So, do you know what you want to convey but don’t know how to start? We have you covered!
PR CoPilot allows you to input up to ten key messages and include quotes from company employees. It then generates a draft of the entire press release around those critical points.
Leverage expert writing features
The AI-powered PR CoPilot features various content prompts tailored to your needs. Not just press releases, PR CoPilot aids you in writing media outreach emails, adjusting the tone, and managing the draft’s length, too.
Refine your copy for the best version
Getting the angle right can be tricky, and every draft requires editing. Luckily, PR CoPilot allows you to regenerate multiple drafts to get a refreshing perspective.
If you’re still looking for tips on how to format your press release, download our Microsoft Word template —simply plug your information into this pre-formatted, customizable template, and voila!
2. Distribute your press release
Once the press release is written, it must be distributed to the right journalists and media.
You might be wondering, “How to send a press release?”. There are multiple channels that help disseminate information to the right audience.
I. Targeted media pitches
- Send the press release to targeted journalists along with a personalized pitch to encourage them to read the release and turn the information into a published news story. This can be done by researching contacts individually or with the help of a media database.
II. Wire services
- Newswire services distribute their clients’ press releases to a large, broad network of journalists. Like a job board, the wire provides a platform where press releases can be posted and found by journalists who have subscribed to that newswire for information.
III. Social media and owned channels
- Organizations will often post their press releases on social media channels like Twitter and Facebook and send them to their internal distribution lists (i.e. email newsletters).
Depending on your goals, you can use any method. Most organizations utilize a combination of distribution channels to distribute the press release effectively.
Whatever you choose, once your release is out there, it’ll be up to you to do any necessary follow-up with the media. Ideally, you’ll be busy responding to journalist requests and eagerly conducting media monitoring to track your coverage!
3. Post your press release
Once the press release is distributed, give it a permanent place in your online library where anybody looking for information can access it. Many organizations have a “Media” or “News” section of their website where all their releases are posted.
If a company wants to support its distribution and SEO efforts or doesn’t have the resources to post to its website, it may also decide to post its release to an external newsroom.
Types of press releases
Now that we’ve covered the basic logistics of a press release, let’s explore the question, “When should I write and share a press release?”
Organizations can use press releases to communicate messages, but they generally fall into one of several categories. Browse through this section to learn about some of the most common press releases and specific examples to familiarize yourself with their content and style. Then, download our Anatomy of a Press Release Guide and Template to create your own.
Breaking news
This is anything the organization wants (or needs) to announce formally to the public. Whether it’s news that will boost their brand reputation, provide practical information to stakeholders, or introduce the public to a new initiative, these press releases offer all the essential information needed to help journalists break the story and keep organizations transparent.
Intel announces termination of tower semiconductor acquisition – Intel, 2023
Crisis communications
Being open, honest, and proactive is essential when a crisis strikes. Organizations can use press releases as part of a crisis management strategy to clarify the facts, issue an apology, and emphasize their actions.
Many organizations will also issue a statement to support these efforts. A statement is not the same thing as a press release. Statements are reactionary and immediate and do not follow a particular format. Think of a quick, “We know this happened, we are sorry, we are working on it” from a company’s CEO. Many companies will use a two-pronged approach by issuing a statement to apologize and address the situation immediately, followed by a press release to focus entirely on how the company is moving forward.
Johnson & Johnson Consumer Inc. Issues Voluntary Recall of Sunscreen Products– Johnson & Johnson, 2023
Product launch
An organization has been complex at work and is excited to share its efforts. Press releases are widespread in the tech and auto industry to announce new gadgets and models, but they are used across industries for all new offerings.
Apple debuts iPhone 15 – Apple, 2023
Events
While most journalists receive a heads-up about events from media advisories (sent before an event as a sort of invitation, with only the most basic details), press releases are also used to provide event highlights to journalists who may not be able to attend and to provide supporting info to those who do. Event press releases can be released before, after, or on the day of an event.
Apple’s Worldwide Developers Conference returns June 5– Apple, 2023
321 feature films in contention for 96th academy awards – The Academy of Motion Picture Arts and Sciences, 2024
Partnerships
Partnerships are a popular way for organizations to boost their corporate social responsibility (CSR), create unique offerings, and generate mutually beneficial buzz for all the parties involved. Known as joint press releases, organizations will work together to create a single press release, including information and branding from all participating groups.
Netflix to become new home of WWE ‘RAW’ beginning 2025 – Netflix, 2024
Corporate Social Responsibility
Similar to publicizing partnerships, organizations are often eager to formally announce charitable giving or other CSR initiatives. These press releases aim to publish stories to garner goodwill and demonstrate CSR.
Nestle is empowering communities in Côte d’Ivoire’s cocoa industry – Nestle, 2023
Awards
Award recognition and accolades allow organizations to flaunt their stuff and share their successes with the world. Whether trying to attract talent and customers or simply bolster their brand and reputation, organizations often use a press release to help spread the good news.
Announcing the Winners of the 2023 Bulldog PR Awards – Bulldog Reporter (Agility PR Solutions), 2023
The Nobel Prize in Physics 2023 – NobelPrize.org, 2023
Research
Whether released by research institutions like universities and research foundations or brands who got curious and took it upon themselves to conduct a consumer or industry survey, releasing exciting research is a great way to cultivate brand interest, drive action, and position an organization as a thought leader.
Generative AI can boost productivity – Science.org, 2023
New hires
When companies make a significant senior management change, they often leverage their new hires as a marketing tool. An organization’s senior management is usually tied closely to its brand, and new blood or even a shakeup can create opportunities for publicity, brand awareness, reaching new audiences, and more.
WHO executive board appoints regional directors – WHO, 2024
Rebranding
Organizations often issue press releases when they undergo a visual rebranding to make a formal declaration and help customers and stakeholders transition. This allows them to prepare audiences and let them know what to look for moving forward.
Pepsi unveils new logo and visual identity – Pepsico, 2023
Trivago announces brand refresh with new logo and ad campaign – Trivago, 2023
How to use AI (Artificial Intelligence) for writing press releases
Generative AI can help you overcome writer’s block, discover fresh perspectives and personalize content for your audience. However, it is essential to have a plan to guide the AI program on how you want your press release to be written.
For instance, a product update press release will have technical data and a professional tone, while a rebranding press release might sound more persuasive and include more qualitative information.
Here are a few tips that will help you create an engaging press release using AI:
Identify your core objective
What are you looking to convey using this press release? This should be the first question you answer before putting the AI to work.
Suppose you are writing a press release for a brand launching in a new market. If your press release aims to raise product awareness in France, it will be written in French, have a conversational tone, and be medium in length. Finding the purpose behind the press release will help define what prompts you will provide for the AI assistant.
Describe your key message
Usually, AI press release generators allow users to input key messages that form the basis of what the tool will write. As the heart of the press release, it should include essential business information that is vital to the readers.
Continuing the same example as above, let’s assume that the company launching a new product is named Jonathon Inc. Here’s what a good ‘key message’ prompt should look like:
“Jonathon Inc. is thrilled to announce the launch of its premium skincare product line to the European market. Their flagship store, located in Paris, will open to the public on Friday, April 31st, 2023.”
You can also include the organization’s stock symbol, location or any other valuable information you want the press release to communicate. Advanced tools allow you to input several key messages to address every point you want to convey through the press release.
Name of the organization
The key message should always include the name of the organization creating the press release. In case of a merger, acquisition, or partnership, you also need to specify the second company. Companies usually mention their name along with their stock market symbol for more clarity.
Example:
“Vodafone (VOD: NASDAQ) and Microsoft Corp. (VOD: MSFT) announced a strategic partnership that leverages their respective strengths in offering scaled digital platforms to more than 300 million businesses, public sector organizations, and consumers across Europe and Africa.”
Key intent
What is the reason behind creating the press release?
The key message should highlight the driving reason behind the release, such as a rebranding, new product, dividend announcement, etc. This serves as the foundation for your key message, guiding the AI on the tone and verbiage to be used in the press release.
Example:
“Zillion today unveiled a new identity, including a new name and logo, as part of an extensive rebranding initiative. The company has officially rebranded to HealthFleet Inc, to better reflect its core service: offering a fleet of products and technologies that support individuals in achieving their health goals.”
Target audience
It is essential to mention your audience or the industry in your key message. Typically, the target audience is clearly outlined in the critical intent. However, you can also include a targeted benefit in the key message.
Example:
“HEINZ® announces today Open Kitchen, a new event series from the brand’s Black Kitchen Initiative. Open Kitchen gives up-and-coming Black chefs new opportunities, experiences, resources, and exposure for their culinary businesses.”
Date
If your press release includes time-sensitive information, such as when the new feature will be available to the public, it is important to mention that in the key message. Remember that this differs from the dateline that says where and when the information was reported.
Key statistics or product information
Think of this as a subtitle to your main heading (key intent). While the key intent highlights ‘what’ the press release is about, key product information emphasizes the ‘how.’
It illuminates the benefits of the features or critical findings. Imagine an organization announcing a ‘groundbreaking’ feature or an ‘unparalleled’ dividend return.
Example:
“Building on the success of long-distance carpooling, BlaBlaCar continues to innovate with the launch of BlaBlaLines, a new app for shorter-distance trips. The new feature enables sharing trips to reduce costs while lowering cars’ environmental footprint and alleviating congestion.”
Reader Takeaway
This applies to press releases that aim to increase brand awareness and entice consumers to contact the brand. This may be by checking the website for a new launch or visiting a newly opened store.
Example:
“Caravel Autism Health, a leader in treating autistic children, is hosting a ribbon-cutting ceremony for their new clinic. Located at 2055 Holliday Drive in Dubuque, Iowa, the new state-of-the-art therapy clinic will accelerate the diagnosis and treatment of young children on the autism spectrum.”
Add credibility with quotes
Quotes add authenticity to your press release by adding a human perspective. AI-powered press release tools ensure the quote is added organically to the press release, making it appear genuine.
Whether you include a customer review for social proof or a C-suite executive to highlight a product USP – make sure to have their information (name, designation, organization) right when inputting it into the tool.
Tweak your content format
Once you’ve identified the key message and quotes, advanced AI-powered tools also enable you to customize your press release further. Depending on the target audience, you might require a shortened press release or adopt a different tone. Additionally, you might need to adjust the language.
Let’s go back to the example we discussed. Launching a product in France requires reaching the audience in their native language, so we would have the AI write the press release in French.
You can instruct the AI on several content parameters to tailor the press release to your requirements. To create an impactful press release, ensure you tailor your preferences to your target audiences.
Refine the final version
So, you’ve followed all the steps, but the final product isn’t quite what you envisioned?
That’s where generative AI provides unparalleled feasibility. AI-powered press release tools allow you to regenerate multiple versions of the press release, each tackling the subject from a slightly different angle. This gives you numerous options to review the version that meets your vision.
Human review is crucial to ensure your final draft possesses the contextual and emotional cues needed in your press release. Despite the ever-evolving advancement of AI, it is important to remember that while it is effective in augmenting human ingenuity, it cannot replace it.
AI press release tools can use existing data to generate innovative ideas and write a draft, but your manual review is required to ensure it reflects the human touch.
Creating a press release: 6 tips for putting it all together
Now that you understand the individual pieces of a press release and how they’re laid out, how do you start writing one (and a good one)?
Step 1: Ask yourself, “Is your story newsworthy?”
And be ruthless in your answer! Think long and hard about the message you’re putting out and whether or not it is actual news. If you start sending press releases to journalists for every bit of information coming out of your organization, you’ll quickly find yourself in their “spam” folder, and you can kiss goodbye to future media relations efforts.
There are many other venues for communicating information with your target audiences, including blog posts, a social media thread, or an announcement in your weekly newsletter…
Is a press release the best tool for this message? If the answer is emphatically yes, then you’ll want to…
Step 2: Find your “Big Why”
Why should anybody care about the message in your press release? And more specifically, why would a journalist and their audience care? The answer to this question is crucial, as it gives you your hook or story angle that will pique a journalist’s attention and help them decide whether they want to cover your story.
Some things to consider:
- Does your story have a local aspect?
- Is it relevant to a particular topic or theme that’s been popular in the news lately?
- Does it coincide with a related event, date, or holiday?
- Does it deal with a subject that an outlet frequently covers?
These questions will help you write your headline, position the release’s messaging, craft your individual pitches, and increase your chance of being picked up by the media.
Step 3: Write the body of your press release first
Once you’ve found your “Big Why”, you can start on the body of your press release. You can try writing your headline first, but generally speaking, it’s easier to write the headline once the release is done and you have all the info in front of you.
Step 4: Write your headline
Now, you can start thinking about your headline. How do you take all the juicy info you’ve just written and boil it down to something that conveys precisely what your release is about and why anybody should care? Revisit your “Big Why” and the body paragraphs for inspiration.
Step 5: Get your quotes
Often, you will be writing quotes on behalf of your organization, so you’ll want to be familiar with your organization’s policies. For most PR pros, quotes are drafted and sent to senior management for approval. Once you’ve got the green light, the release can include them.
Step 6: Style your press release
Once you’ve got the meat of your press release (headline, body, and quotes), you can add all the other components and style them to suit your needs. Style will often dictate the placement of the logo, header, contact information, release date, and multimedia.
Where your press release is being posted should also be considered. Is your website going to look different? In your email pitches? Some format components are remnants of when paper copies were the way to go. In our digital world, this is less common. However, many organizations will have a PDF copy that is fully formatted according to the guidelines above and an online copy where not all the components are necessary. For example, in a copy posted on your website in a “Press Releases” section, you can probably remove the “Press Release” header. You may also decide that an end notation and logo aren’t necessary. Whatever works!
To finish it all off, it’s a good idea to consult your regional style guide to double-check and match your grammatical and stylistic writing standards to those used by journalists in the area.
Some standard style guides include:
- United States: The Associated Press Stylebook
- Canada: The Canadian Press Stylebook
- United Kingdom: BBC News Style Guide
Go forth and distribute!
And there you have it—everything you need to write your press release and chase well-deserved publicity.
Need some more help? Agility offers many tools to help you make the most of your press release, including a media database to tailor pitches and do specific outreach, a newsroom to help boost your SEO efforts and give your release a place to live, a built-in newswire service for broader distribution, and media monitoring and social listening solutions to track your coverage. Let us show you!