How to Write a Press Release

A press release is a standard public relations tool created to share information about a company announcement or event with the media. The release should contain official information from the company to be used by the media to further promote the announcement. While there is no fixed template for a press release, it should contain the following elements:

Headline: The purpose of the headline is to grab attention. If the headline lacks an element of intrigue, it’s likely editors won’t continue to read it, and therefore won’t turn it into a story. Make the headline short, to the point and impactful. Extract the most relevant key words from the release and use them in the headline, telling the story in a concise manner.

Body: Start the first paragraph with the date and city from which the announcement is taking place. Then, use the first sentence to tell the who, what, where, when and why of your announcement. The first paragraph should sum up the high points of the press release, while the rest of the document expands upon it. The most important information should be shared early on in the release, with less important details shared near the bottom.

Boilerplate: A boilerplate is a general summary of your business in terms of what products and services it provides. A standard boilerplate should be used on each press release issued by your company, to ensure consistency. Links to the company website should be provided here to help journalists learn more about your company.

Contact Information: Always include contact information for the most appropriate communications contact in your organization. This will enable the journalists to easily contact you with questions they have about the release, or to request an interview with someone within your company. Provide the contact’s name, phone numbers and/or email address.

End the release: All press releases should include three # symbols located in the bottom center to indicate the press release is finished. This is a journalistic standard that signals that the release includes no additional pages.