A press release should be formatted to be clear, concise, and newsworthy, following a standardized structure that prioritizes the most critical information upfront. Utilizing the inverted pyramid structure is a highly effective way to ensure essential details are immediately accessible. This approach means the broadest, most important information (the "who, what, when, where, why") is at the top, narrowing down to less crucial details. Specifically, the headline, subhead (if used), and the first paragraph are where the most vital information should be included.
Here's a detailed breakdown of a standard press release format:
Essential Elements of a Press Release
A well-formatted press release guides journalists and readers quickly to the core message.
1. "FOR IMMEDIATE RELEASE"
At the very top, left-aligned, include "FOR IMMEDIATE RELEASE." This signals that the news can be published immediately upon receipt. If there's an embargo, it would state "EMBARGOED UNTIL [Date and Time]."
2. Media Contact Information
Place this information clearly at the top, usually below "FOR IMMEDIATE RELEASE" or to the side. It should include:
- Name: Of the primary contact person.
- Title: Their professional role.
- Organization: The company or entity issuing the release.
- Phone Number: Direct line for media inquiries.
- Email Address: Professional email for follow-up.
- Website (Optional): Link to the organization's main site.
3. Headline
The headline is arguably the most crucial part. It must be compelling, concise, and informative, grabbing attention and summarizing the key news.
- Action-Oriented: Use strong verbs.
- Benefit-Driven: Highlight the impact or significance.
- Keyword-Rich: Incorporate relevant keywords for SEO.
- Length: Aim for 8-15 words.
- Format: Typically bolded and larger font size than the body text.
4. Dateline
The dateline indicates where and when the news originates.
- Format: CITY, STATE – Month Day, Year – (e.g., NEW YORK, NY – October 26, 2023 –).
5. Lead Paragraph (First Paragraph)
This paragraph is the foundation of the inverted pyramid and must contain the most critical information, answering the 5 Ws:
- Who: Is involved?
- What: Is the announcement?
- When: Did or will it happen?
- Where: Is it taking place?
- Why: Is this news important or significant?
Keep it concise, ideally 1-3 sentences, providing a comprehensive overview.
6. Body Paragraphs
These paragraphs expand on the information presented in the lead.
- Paragraph 2: Provide additional context, details, and background. This is an excellent place to include a quote from a key stakeholder (CEO, product lead, customer) that adds credibility and human interest.
- Subsequent Paragraphs: Offer supporting facts, statistics, historical context, or a brief explanation of the problem the news addresses and the solution it provides. Maintain a journalistic, objective tone.
- Quotes: Integrate 1-2 compelling quotes from relevant individuals to add perspective and personality.
7. Boilerplate ("About Us")
This is a standard paragraph providing a brief, consistent description of the issuing organization.
- Content: Mission statement, what the company does, its values, and achievements.
- Length: Usually 3-5 sentences.
- Purpose: Provides essential background for journalists unfamiliar with the organization and helps maintain brand consistency. For an example, see HubSpot's guide to press releases.
8. Media Contact (Again)
Repeat the media contact information at the end of the release. This ensures journalists have easy access to it even if they print the document.
9. ### (End Mark)
The "###" symbol, centered at the bottom of the page, signifies the absolute end of the press release. This is a traditional journalistic practice.
Practical Formatting Checklist
| Element | Description | Key Considerations |
|---|---|---|
| FOR IMMEDIATE RELEASE | Top left, indicates immediate publication. | Always include, unless under embargo. |
| Contact Info | Name, title, org, phone, email. | Clear, accessible, for media inquiries. |
| Headline | Catchy, summarizes news, action-oriented. | Bold, larger font, 8-15 words, SEO-friendly. |
| Dateline | City, State – Month Day, Year – | Accurate location and date. |
| Lead Paragraph | Answers Who, What, When, Where, Why. | 1-3 sentences, most critical info first (inverted pyramid). |
| Body Paragraphs | Details, context, quotes, supporting info. | Logical flow, 1-2 powerful quotes, maintain objective tone. |
| Boilerplate | "About Us" section. | Brief, consistent company description. |
| Media Contact (Repeated) | Full contact details again. | Redundant for convenience. |
| ### | Centered end mark. | Standard journalistic practice. |
For additional insights into structuring your content, consider reviewing best practices from reputable sources like the Public Relations Society of America (PRSA).
By adhering to this structured format, your press release will be professional, easy to digest, and maximize its chances of being picked up by media outlets.
