The press release is a powerful tool for businesses and individuals to share their news and announcements effectively.
Writing timely press releases can be the key to capturing the attention of media outlets, bloggers, and your target audience.
However, writing an effective press release requires a proper format. It is important to follow the standard press release format to ensure you get the structure and content right for effective media coverage.
So how do you format a press release correctly?
Get all the answers you need about press release formatting in this guide. Plus, you will also get examples and templates to follow.
So, let’s dive in!
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A press release format is a structured layout that conveys information in a clear and organized manner. This ensures that your news is presented in a way that captures attention and facilitates easy understanding.
This format serves as a blueprint for creating a professional and effective press release. It binds various elements of a press release in a standard structure, making it easier for journalists and readers to extract the essential details.
Crafting a well-formatted press release is crucial for ensuring your news receives the attention it deserves.
A press release includes different elements as shown in the free press release template below.
Your Logo FOR IMMEDIATE RELEASE MM. dd, yyyy Media Contact Name Post, Company Name Email: (add email address) Phone: (add phone number Headline Subheadline City Name, State, Month dd, yyyy – (Lead Paragraph)______________ _______________________________________________________________________ (Body paragraphs)________________________________________________ ______________________________________________________________________ ___________________________________________________________________________________________________________________________ ________________________________________________ (Boilerplate) ### |
Let's break down the key elements of formatting to guide you through the process. You can follow this steps-by-step guide to format any type of press release easily.
Begin with a clean, professional layout. Implement these points for your page settings:
Include your company or organization's logo at the top of the press release. This visual element not only adds professionalism but also helps establish brand identity, which is usually the main purpose of a press release.
Place the release date on the left side of your page after the logo. This provides context and indicates the timeliness of your news.
Moreover, the dateline indicates the time when you want it to be released. If you want it to be released immediately, add the words “FOR IMMEDIATE RELEASE” in the dateline.
Your Logo FOR IMMEDIATE RELEASE June 23, 2022 |
Similarly, if you want the media to retain your press release for a future release date while still providing it in advance for coverage, it’s called an "embargoed" release. To signal this, place the phrase "EMBARGOED FOR RELEASE" in the top left corner of the press release.
Additionally, include the specific date and time you've designated for the press release and any related media stories to be made public.
Your Logo EMBARGOED FOR RELEASE July 12, 2022 |
Make it easy for journalists to reach out by including contact information in the top right corner after the logo.
You should include your name, phone number, email address, and any other relevant details for inquiries. This ensures that media professionals can reach out to you for specific information about your press release.
Your Logo FOR IMMEDIATE RELEASE June 23, 2022 Media Contact Jerome Spencer PR Manager, XYZ Inc. Email: Jerome.spencer@xyz.com Phone: (123) 456-7890 |
Your headline should be attention-grabbing and to the point. Follow it up with a subheading that provides additional context. Together, they set the stage for the reader, giving them a glimpse of the story and its significance.
Whether it’s a product launch or an event announcement, you need to be clear and straightforward, Follow these guidelines to create a compelling headline:
For example:
XYZ Launches New Online Platform for Freelancers and Clients |
As for the subheadline, it should briefly elaborate on the main headline, providing additional context or supporting detail. For instance:
New platform connects freelancers and clients in various fields and industries |
Begin the lead paragraph with the location and date to establish the context of your news. The location of your press release should be the city you are based in.
Begin with the city name, and then provide the date in “MM dd, yyyy” format. This standard practice helps journalists understand the relevance and urgency of the information.
For example,
Berlin, Mar. 5, 2019 — (Lead paragraph content) |
The lead paragraph is your opportunity to answer the key questions: who, what, when, where, and why. Keep it concise and engaging, providing a snapshot of the most critical aspects of your news.
XYZ Launches New Online Platform for Freelancers and Clients New platform connects freelancers and clients in various fields and industries New York, NY, November 15, 2023 - XYZ, a leading online marketplace for freelancers and clients, announced today the launch of its new platform that aims to revolutionize the way people work online. The new platform offers a variety of features and benefits for both freelancers and clients. |
Divide the body of your press release into paragraphs, each focusing on a specific aspect of the news. Include quotes, statistics, and additional details to provide depth and credibility to your story. Let’s continue with the example:
The new platform offers a variety of features and benefits for both freelancers and clients, such as:
"We are very excited to launch our new platform, which is the result of months of research, development, and testing. Our goal is to create a platform that empowers freelancers and clients to work together in a fast, easy, and reliable way. We believe that our platform will help freelancers find more opportunities and clients find more talent, and ultimately, create a better online work experience for everyone," said John Smith, the founder and CEO of XYZ. XYZ is inviting freelancers and clients to join its new platform and enjoy a special offer of 20% off on their first project. To sign up, visit www.xyz.com and create a free account. |
Boilerplate is the last paragraph of the press release. Consider it as your “About section” placed at the end of your press release.
A brief company or individual profile. This boilerplate offers background information and context, ensuring that readers have a comprehensive understanding of the entity behind the news. Here’s an example:
XYZ is an online marketplace that connects freelancers and clients in various fields and industries. Founded in 2023, XYZ has grown to become one of the largest and most trusted platforms for online work, with over 10,000 freelancers and 5,000 clients from around the world. XYZ's mission is to provide a platform that enables freelancers and clients to work together in a fast, easy, and reliable way. |
Signal the end of your press release with a simple notation, that is "###" centered at the bottom. This industry-standard signifies that there are no further pages or content.
XYZ is an online marketplace that connects freelancers and clients in various fields and industries. Founded in 2023, XYZ has grown to become one of the largest and most trusted platforms for online work, with over 10,000 freelancers and 5,000 clients from around the world. XYZ's mission is to provide a platform that enables freelancers and clients to work together in a fast, easy, and reliable way. ### |
After writing and formatting your press release according to these guidelines, you will be ready for press release distribution. With these steps, you can have a professional press release that communicates your message effectively
Sometimes, incorporating multimedia and interactive elements into your press release can elevate your story to new heights. Optimize your formatting for these elements using the following strategies.
Insert high-quality images or graphics in the body of your press release. Ensure proper alignment and spacing to maintain a clean and professional look.
Embed videos with a clear and concise description. Use an appropriate width to avoid distortion, and consider placing them strategically within the text to enhance comprehension.
Include infographics for visual representation of complex data. Ensure they are well-sized within the layout and complement the text rather than overpowering it.
If including clickable elements, such as hyperlinks, make sure they are easily distinguishable. Clearly label interactive features to guide readers on their usage.
Integrate hyperlinks seamlessly into the text. Use descriptive anchor text and ensure they open in a new tab to keep readers engaged with your press release.
Incorporate social media icons or buttons for easy sharing. Place them prominently at the end of the press release, ensuring they don't overshadow the core content.
To better understand the principles of a proper press release format, let's explore some useful press release examples.
The style developed by the Associated Press is one of the most commonly used and accepted across media. Here is an AP Style press release format template that you can get help from.
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To finish it up,
Writing a press release format is more than just a technicality. It's a strategic step that can significantly impact the success of your message across the media landscape and generate interest. Whether you are a big or a small business, writing good PRs is your way to connect with your audience.
With the help of examples and formatting steps discussed above, you can craft an amazing press release and get the recognition your brand deserves.
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