The press release remains one of the most effective tools in professional communications. Despite the rise of social media, influencer marketing, and direct-to-consumer content, press releases continue to serve as the standard format for announcing newsworthy events to journalists, media outlets, and the public. When written correctly, a press release can generate media coverage, improve search visibility, establish thought leadership, and create an official record of your organization's milestones.
The challenge is that most press releases fail. They fail because they are written as marketing copy rather than news, because they bury the lead under unnecessary corporate language, or because they ignore the formatting conventions that journalists expect. A poorly written press release does not just get ignored. It damages your credibility with the media contacts you need to cultivate over time.
This guide provides a complete press release template with every required section, AP style formatting guidance, examples for seven common press release types, and practical advice on distribution, timing, and building relationships with journalists. Whether you are issuing your first press release or refining your communications practice, this resource will help you produce releases that get read, get covered, and get results.
Standard Press Release Format
Every press release follows the same structural format. This standardization is not optional. Journalists process dozens of press releases daily, and they expect information to appear in specific locations within the document. Deviating from the standard format signals amateurism and increases the likelihood that your release will be discarded without being read.
The Required Elements
- Company logo (top of document)
- Release timing indicator ("FOR IMMEDIATE RELEASE" or embargo date)
- Headline (bold, title case, one to two lines)
- Subheadline (optional, provides additional context)
- Dateline (city, state, and date)
- Lead paragraph (who, what, when, where, why in one to two sentences)
- Body paragraphs (supporting details, two to four paragraphs)
- Quote (from company spokesperson, one to two quotes)
- Boilerplate (standard company description paragraph)
- Contact information (name, title, phone, email)
- End notation (### centered at the bottom)
Press Release Template
[COMPANY LOGO]
FOR IMMEDIATE RELEASE
Contact:
[Full Name]
[Title]
[Phone Number]
[Email Address]
HEADLINE IN TITLE CASE THAT COMMUNICATES THE NEWS
Optional Subheadline That Provides Additional Context
[CITY, STATE] -- [Month Day, Year] -- [Lead paragraph: One to two sentences
answering who, what, when, where, and why. This paragraph must communicate
the core news so that a reader who reads nothing else understands the
announcement.]
[Second paragraph: Supporting details that expand on the lead. Include
specific data, context, or background that strengthens the announcement.
This paragraph answers "how" and provides quantitative evidence.]
"[Quote from company executive or spokesperson that adds perspective,
communicates vision, or explains significance. The quote should say
something a human would actually say, not corporate jargon.]" said
[Full Name], [Title] of [Company Name].
[Third paragraph: Additional context, industry background, or details
about availability, pricing, timing, or next steps. Include any
information that journalists would need to write their own story.]
"[Optional second quote from a partner, customer, or industry figure
that provides external validation.]" said [Full Name], [Title] of
[Organization Name].
[Final paragraph: Availability information, call to action, or
forward-looking statement about what comes next.]
About [Company Name]
[Boilerplate: 75 to 100 word standard description of the company
including what it does, who it serves, key statistics like revenue,
customers, or locations, founding date, headquarters, and website URL.
This paragraph should be identical across all press releases.]
###
AP Style Guidelines for Press Releases
Associated Press style is the standard for press releases because it is the standard for American newsrooms. Following AP style reduces the editing work required for journalists to use your content and signals that you understand media conventions.
Essential AP Style Rules
Numbers: Write out numbers one through nine. Use numerals for 10 and above. Exceptions include ages, percentages, monetary amounts, and dates, which always use numerals.
Dates: Abbreviate months with six or more letters when used with a specific date: Jan., Feb., Aug., Sept., Oct., Nov., Dec. Spell out March, April, May, June, July. When used without a date, always spell out the month.
Times: Use figures with a.m. and p.m., lowercase with periods. Noon and midnight stand alone without 12. Example: "The event begins at 10 a.m. and concludes at noon."
Titles: Capitalize formal titles when they appear before a name. Lowercase titles when they appear after a name or stand alone. Example: "President Jane Smith" but "Jane Smith, president of the company."
States: Use AP state abbreviations in datelines and body text, not postal codes. Examples: Calif., Fla., Mass., N.Y., Texas (spelled out because it is five letters or fewer). Some states are always spelled out: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, Utah.
Company references: Use the full company name on first reference. On subsequent references, use a shortened version or the company's commonly known name. Do not use Inc., Corp., or Ltd. unless it is part of the company's formal name in a legal context.
Commas: AP style does not use the Oxford comma (serial comma). Example: "The product is available in red, blue and green." Exception: Use the serial comma when omitting it would cause confusion.
Percentages: Use the word "percent" rather than the % symbol. Always use numerals with percent: "3 percent" not "three percent."
Dollar amounts: Use the $ sign with numerals. For millions and billions, use the format: $4.2 million, $1.3 billion. Do not write $4,200,000 unless precision to the dollar is important.
Press Release Examples by Type
Product Launch Press Release
FOR IMMEDIATE RELEASE
Contact:
Sarah Mitchell
VP of Communications
(415) 555-0192
sarah.mitchell@meridiantech.com
MERIDIAN TECH LAUNCHES AI-POWERED SUPPLY CHAIN PLATFORM
FOR MID-MARKET MANUFACTURERS
New Platform Reduces Inventory Costs by Up to 35 Percent Using
Predictive Analytics
SAN FRANCISCO -- April 7, 2026 -- Meridian Tech, a supply chain
technology company, today announced the launch of MeridianPredict,
an artificial intelligence platform that helps mid-market manufacturers
optimize inventory levels, reduce stockouts and predict supply chain
disruptions before they impact production.
MeridianPredict analyzes data from more than 50 supply chain variables
including supplier lead times, commodity prices, shipping routes, weather
patterns and demand signals to generate real-time inventory recommendations.
In beta testing with 18 manufacturers, the platform reduced excess
inventory by an average of 35 percent while simultaneously decreasing
stockout incidents by 42 percent.
"Mid-market manufacturers have been stuck between two bad options:
enterprise platforms that cost millions and take years to implement, or
spreadsheets and gut instinct," said David Chen, CEO of Meridian Tech.
"MeridianPredict gives them Fortune 500 supply chain intelligence at a
price and implementation timeline that makes sense for their business."
The platform integrates with major ERP systems including SAP, Oracle
NetSuite and Microsoft Dynamics. Implementation typically requires four
to six weeks. Pricing starts at $4,500 per month for manufacturers with
up to $100 million in annual revenue.
"We reduced our raw materials inventory by $2.8 million in the first
90 days without a single production delay," said Maria Gonzalez,
VP of Operations at Pacific Coast Fabrication, a beta customer.
"The ROI was obvious within the first month."
MeridianPredict is available immediately for manufacturers in the
United States and Canada. Interested companies can request a demo at
meridiantech.com/predict.
About Meridian Tech
Meridian Tech builds supply chain intelligence software for mid-market
manufacturers. Founded in 2021 and headquartered in San Francisco, the
company serves more than 200 manufacturing customers across 14 industries.
Meridian Tech has raised $48 million in venture financing from Andreessen
Horowitz and Founders Fund. Learn more at meridiantech.com.
###
Event Press Release
FOR IMMEDIATE RELEASE
Contact:
James Wright
Director of Public Relations
(312) 555-0147
james.wright@globalfoodalliance.org
GLOBAL FOOD ALLIANCE ANNOUNCES THIRD ANNUAL SUSTAINABLE AGRICULTURE
SUMMIT IN CHICAGO
Three-Day Conference Expected to Draw 2,500 Agricultural Leaders
from 40 Countries
CHICAGO -- April 7, 2026 -- The Global Food Alliance today announced
that its third annual Sustainable Agriculture Summit will take place
Sept. 15-17 at McCormick Place in Chicago. The event brings together
farmers, food producers, policymakers, researchers and technology
providers to address the challenges of feeding a growing global
population while reducing agriculture's environmental impact.
The 2026 summit will feature more than 120 sessions across six tracks:
regenerative farming practices, agricultural technology innovation,
food supply chain resilience, climate adaptation strategies, policy
and regulation, and rural economic development. Confirmed keynote
speakers include Dr. Agnes Kalibata, former president of the Alliance
for a Green Revolution in Africa, and Tom Vilsack, former U.S.
Secretary of Agriculture.
"The conversations at this summit directly influence farming practices
and food policy around the world," said Dr. Elena Vasquez, Executive
Director of the Global Food Alliance. "Last year's summit produced
14 policy recommendations that were subsequently adopted by
agricultural agencies in six countries."
Registration opens May 1 at sustainableagsummit.org. Early-bird pricing
of $895 is available through June 30. Standard registration is $1,295.
Group rates are available for organizations registering five or more
attendees. A limited number of scholarships are available for farmers
and agricultural workers from developing nations.
About the Global Food Alliance
The Global Food Alliance is a nonprofit organization dedicated to
advancing sustainable food production worldwide. Founded in 2018 and
headquartered in Chicago, the Alliance works with more than 500
organizational members across 60 countries to promote research,
education and collaboration in sustainable agriculture. Learn more
at globalfoodalliance.org.
###
Partnership Announcement Press Release
FOR IMMEDIATE RELEASE
Contact:
Lisa Park
Head of Corporate Communications
(206) 555-0183
lpark@novahealth.com
Robert Finch
Senior Communications Manager
(617) 555-0129
rfinch@genomeresearch.org
NOVA HEALTH AND GENOME RESEARCH INSTITUTE FORM FIVE-YEAR PARTNERSHIP
TO ADVANCE PRECISION ONCOLOGY
Collaboration Combines Nova's Clinical Network with GRI's Genomic
Sequencing Capabilities
SEATTLE and BOSTON -- April 7, 2026 -- Nova Health, a 28-hospital
health system serving the Pacific Northwest, and the Genome Research
Institute (GRI), a leading nonprofit genomics research organization,
today announced a five-year strategic partnership to develop and
deploy precision oncology programs across Nova's cancer centers.
The partnership will establish genomic tumor profiling as standard of
care for all cancer patients across Nova Health's network, with the
goal of matching 80 percent of advanced-stage patients to targeted
therapies or clinical trials based on their tumor's molecular profile.
GRI will provide next-generation sequencing analysis and bioinformatics
support, while Nova Health will contribute clinical data from its
network, which treats more than 15,000 new cancer patients annually.
"This partnership represents a fundamental shift in how we approach
cancer treatment," said Dr. Katherine Reyes, Chief Medical Officer
of Nova Health. "Instead of treating cancer based solely on where it
appears in the body, we will increasingly treat it based on the genetic
mutations driving its growth. That precision translates directly into
better outcomes for our patients."
The organizations estimate the partnership will require a combined
investment of $45 million over five years, funded through existing
research budgets, federal grants and a joint application to the
National Cancer Institute. The first patients are expected to be
enrolled in the program by January 2027.
"Nova Health's clinical scale combined with our sequencing and analysis
capabilities creates something neither organization could build alone,"
said Dr. Michael Torres, Director of the Genome Research Institute.
"The data generated by this partnership will accelerate precision
oncology research for the entire field."
About Nova Health
Nova Health is a nonprofit health system operating 28 hospitals and
more than 300 clinics across Washington, Oregon and Alaska. Founded
in 1962 and headquartered in Seattle, Nova Health employs 42,000
people and serves 3.2 million patients annually. Learn more at
novahealth.org.
About the Genome Research Institute
The Genome Research Institute is a nonprofit research organization
dedicated to advancing genomic science and its clinical applications.
Based in Boston, GRI operates one of the largest genomic sequencing
facilities in the United States and has contributed to more than
1,200 peer-reviewed publications. Learn more at genomeresearch.org.
###
Award Announcement Press Release
FOR IMMEDIATE RELEASE
Contact:
Amanda Foster
Communications Director
(404) 555-0156
afoster@summitengineering.com
SUMMIT ENGINEERING NAMED TO FAST COMPANY'S 2026 LIST OF MOST
INNOVATIVE COMPANIES IN INFRASTRUCTURE
Firm Recognized for Modular Bridge Construction Technology That
Reduces Build Time by 60 Percent
ATLANTA -- April 7, 2026 -- Summit Engineering, a civil engineering
firm specializing in bridge and infrastructure construction, today
announced that it has been named to Fast Company's 2026 list of the
World's Most Innovative Companies in the infrastructure category.
The recognition highlights Summit's proprietary modular bridge
construction system, which reduces construction timelines by up to
60 percent compared to traditional methods.
Summit's modular system prefabricates bridge components in controlled
factory environments, then assembles them on-site in a fraction of
the time required for conventional construction. The approach has
been deployed on 34 bridge projects across 12 states since 2023,
reducing average construction time from 18 months to seven months
while decreasing total project costs by 25 percent.
"This recognition validates what our team has been building for the
past six years," said Robert Kang, CEO of Summit Engineering. "The
United States needs to replace or repair more than 42,000 structurally
deficient bridges. Traditional methods cannot address that backlog
fast enough. Our modular approach can."
Summit's technology has attracted attention from the Federal Highway
Administration, which selected the company for a $12 million pilot
program to demonstrate modular construction techniques on federally
funded bridge replacement projects in rural communities.
About Summit Engineering
Summit Engineering is a civil engineering and construction firm
specializing in bridge infrastructure. Founded in 2017 and
headquartered in Atlanta, the company has completed 34 modular bridge
projects with a combined construction value of $280 million. Summit
employs 340 engineers, project managers and construction specialists.
Learn more at summitengineering.com.
###
New Hire Press Release
FOR IMMEDIATE RELEASE
Contact:
Daniel Ortiz
VP of Corporate Communications
(212) 555-0167
daniel.ortiz@atlascapital.com
ATLAS CAPITAL MANAGEMENT APPOINTS FORMER SEC COMMISSIONER
DR. RACHEL WOODWARD AS CHIEF COMPLIANCE OFFICER
Appointment Strengthens Regulatory Expertise as Firm Expands
Digital Asset Offerings
NEW YORK -- April 7, 2026 -- Atlas Capital Management, a $14 billion
diversified investment firm, today announced the appointment of
Dr. Rachel Woodward as Chief Compliance Officer, effective May 1.
Woodward joins Atlas from the U.S. Securities and Exchange Commission,
where she served as Commissioner from 2021 to 2025.
During her tenure at the SEC, Woodward led the agency's efforts to
develop regulatory frameworks for digital assets and played a central
role in drafting the Commission's guidance on cryptocurrency custody
requirements for registered investment advisers. She previously served
as General Counsel at Fidelity Investments and as a partner at Sullivan
and Cromwell, where she chaired the financial services regulatory
practice.
"Rachel brings an unparalleled understanding of the regulatory
landscape at a critical time for our firm," said Thomas Kim, CEO
of Atlas Capital Management. "As we expand our digital asset and
alternative investment offerings, her experience at the SEC and in
private practice will be invaluable in ensuring we set the standard
for compliance excellence."
Woodward holds a Juris Doctor from Yale Law School, where she served
as editor-in-chief of the Yale Journal on Regulation, and a PhD in
Economics from the University of Chicago. She has authored more than
30 articles on securities regulation and financial market structure.
"Atlas Capital is building something that few firms have attempted:
a fully integrated investment platform that spans traditional and
digital assets with institutional-grade compliance," said Dr. Woodward.
"I am excited to help build the compliance infrastructure that makes
that vision possible."
About Atlas Capital Management
Atlas Capital Management is a diversified investment firm managing
$14 billion in assets across public equities, fixed income, private
credit and digital assets. Founded in 2008 and headquartered in
New York, Atlas serves institutional investors, family offices and
high-net-worth individuals. Learn more at atlascapital.com.
###
Financial Results Press Release
FOR IMMEDIATE RELEASE
Contact:
Christine Lee
Director of Investor Relations
(650) 555-0138
ir@canopycloud.com
CANOPY CLOUD REPORTS FOURTH QUARTER AND FULL YEAR 2025 RESULTS
Annual Revenue Grows 42 Percent to $318 Million; Annual Recurring
Revenue Reaches $365 Million
SAN JOSE, Calif. -- April 7, 2026 -- Canopy Cloud Inc. (NASDAQ: CNPY),
a provider of cloud data management solutions for enterprise customers,
today reported financial results for the fourth quarter and full year
ended Dec. 31, 2025.
Fourth quarter revenue was $92.3 million, an increase of 38 percent
compared to $66.9 million in the fourth quarter of 2024. Full year
2025 revenue was $318.4 million, an increase of 42 percent compared
to $224.1 million in 2024. Annual recurring revenue reached $365
million as of Dec. 31, 2025, representing year-over-year growth of
45 percent.
"2025 was a milestone year for Canopy Cloud," said Patricia Huang,
CEO. "We crossed $300 million in revenue, added 180 net new enterprise
customers and expanded our gross margins to 78 percent. More
importantly, our net revenue retention rate of 135 percent demonstrates
that our customers are finding increasing value in our platform."
Fourth quarter operating loss was $8.1 million compared to an operating
loss of $14.3 million in the prior year period. Full year 2025 operating
loss was $28.6 million compared to $52.1 million in 2024, reflecting
continued progress toward profitability. The company generated positive
free cash flow of $12.4 million in the fourth quarter, the third
consecutive quarter of positive free cash flow.
"Our path to sustained profitability is clear," said Michael Reeves,
CFO. "We expect to achieve full year operating profitability in 2026
while maintaining revenue growth above 30 percent."
For the first quarter of 2026, Canopy Cloud expects revenue in the
range of $96 million to $99 million. For the full year 2026, the
company expects revenue in the range of $420 million to $435 million.
A conference call to discuss the results will be held today at
4:30 p.m. ET. The call can be accessed at investors.canopycloud.com.
About Canopy Cloud
Canopy Cloud provides enterprise cloud data management solutions
that help organizations manage, protect and analyze data across
multi-cloud environments. Founded in 2016 and headquartered in
San Jose, Calif., Canopy Cloud serves more than 800 enterprise
customers in 24 countries. Learn more at canopycloud.com.
###
When to Issue a Press Release
Not every company announcement warrants a press release. Overusing press releases dilutes your credibility with journalists and conditions them to ignore your communications. Reserve press releases for events that pass the newsworthiness test.
Strong Candidates for Press Releases
- Major product launches or significant updates that change how customers use your product
- Funding rounds of Series A or larger, or significant debt financing
- Mergers and acquisitions that change the competitive landscape
- C-suite leadership changes including new hires, departures, and promotions
- Strategic partnerships with organizations your audience would recognize
- Industry awards from credible, widely recognized sources
- Major milestones such as revenue targets, customer counts, or expansion events
- Research or data that reveals new industry insights
- Responses to major industry events when your organization has a relevant perspective
Use Alternative Channels Instead
- Blog posts for product feature updates, company culture stories, and thought leadership
- Social media for event recaps, minor milestones, and community engagement
- Email newsletters for customer-facing updates and content distribution
- Internal communications for operational changes that do not affect external stakeholders
Press Release Distribution
Writing a strong press release is only half the job. Distribution determines whether your announcement reaches the journalists and outlets that can amplify your message.
Distribution Options
Wire services: PR Newswire, Business Wire, and GlobeNewsWire distribute your release to media outlets, financial terminals, and news aggregators. Wire distribution typically costs $400 to $2,500 per release depending on geographic reach and targeting options. Wire services are essential for publicly traded companies issuing material information and useful for organizations seeking broad visibility.
Direct media outreach: Sending your press release directly to targeted journalists is often more effective than wire distribution for generating actual coverage. Build a media list of 20 to 50 journalists who cover your industry and have written about similar topics. Personalize your outreach with a brief email that explains why the story is relevant to their specific beat.
Company newsroom: Post every press release on your website's news or press section. This creates a searchable archive that journalists reference when researching your company and provides SEO value for branded search queries.
Social media amplification: Share the announcement on your company's LinkedIn, Twitter, and other relevant social platforms. Tag journalists, partners, and organizations mentioned in the release to extend reach.
Industry-specific channels: Many industries have trade publications, newsletters, and online communities where press releases can be submitted directly. These niche channels often generate higher-quality coverage than broad wire distribution because the audience is already interested in your topic.
Timing Best Practices
Day of week: Tuesday, Wednesday, and Thursday are the strongest days for press release distribution. Monday releases compete with weekend news backlogs, and Friday releases risk being buried by weekend publication cycles.
Time of day: Distribute between 9 a.m. and 11 a.m. in your target audience's primary time zone. This gives journalists time to read the release and write a story for same-day publication.
Avoid conflicts: Check for major industry events, political developments, or seasonal news cycles that might overshadow your announcement. An earnings release on the day of a major Federal Reserve announcement will receive minimal attention.
Embargoes: If you want journalists to prepare coverage in advance of your announcement, offer the release under embargo. An embargo gives selected journalists early access to the information with the agreement that they will not publish until a specified date and time. Only use embargoes for significant announcements and only with journalists you trust.
What Journalists Want from Press Releases
Understanding the journalist's perspective is essential for writing releases that generate coverage. Journalists are not your marketing department. They serve their readers, and they evaluate press releases based on whether they contain a story worth telling.
What Makes a Story Newsworthy
- Timeliness: Is this happening now? Journalists cover news, not old information.
- Impact: Does this affect a significant number of people? The broader the impact, the stronger the story.
- Novelty: Is this genuinely new? "First," "largest," and "only" are powerful words when they are accurate.
- Conflict or tension: Does this announcement address a problem, challenge, or debate? Stories need tension to be interesting.
- Prominence: Does this involve recognizable organizations or individuals? Name recognition attracts readers.
- Proximity: Is this relevant to the journalist's geographic or industry audience?
What Journalists Need from You
- Accurate, verifiable facts with sources cited
- Access to spokespeople for follow-up questions and interviews
- High-resolution images, logos, and multimedia assets for visual storytelling
- Data and statistics that support the newsworthiness of the announcement
- Context that explains why this matters now and who is affected
- Quick response times when they reach out with questions on deadline
What Annoys Journalists
- Press releases that are thinly disguised advertisements
- Follow-up emails asking "Did you get my press release?" without adding new information
- Releases with no news, just self-congratulatory corporate language
- Inaccurate or unverifiable claims that waste their time
- Mass distribution to irrelevant journalists who do not cover your industry
- Releases with subject lines that overpromise and underdeliver
Building Media Relationships
Press releases do not exist in a vacuum. They are one component of an ongoing relationship between your organization and the media. The companies that consistently earn media coverage invest in these relationships long before they need them.
Before You Need Coverage
Research journalists who cover your space. Read their articles, understand their angles, and learn what stories they find interesting. Follow them on social media and engage thoughtfully with their work.
Offer yourself as a source. Journalists constantly need expert commentary for stories they are developing. Reach out proactively to reporters covering your industry and offer to serve as a background source or on-the-record expert when they need perspective. This builds goodwill and name recognition before you ask them to cover your news.
Provide data and insights. If your organization produces research, surveys, or data that journalists would find useful for their reporting, share it proactively. A reporter who uses your data in a story today is more likely to cover your press release tomorrow.
Attend industry events. Meet journalists in person at conferences and trade shows. A five-minute conversation at a reception creates a connection that dozens of cold emails cannot replicate.
When You Issue a Release
Personalize your pitch. When you email a press release to a journalist, include a brief personal note explaining why the story is specifically relevant to their beat and audience. Reference a recent article they wrote and connect it to your announcement. Generic blast emails are deleted unread.
Offer exclusives strategically. For your biggest announcements, consider offering one journalist an exclusive first look at the story. An exclusive motivates the journalist to invest time in a deeper piece because they know competitors will not have it first. Reserve exclusives for your most newsworthy announcements and your most important media relationships.
Be available and responsive. When a journalist expresses interest, respond within hours, not days. Arrange interviews quickly. Provide requested materials promptly. Journalists work on tight deadlines, and being responsive demonstrates professionalism and respect for their time constraints.
Accept rejection gracefully. Not every press release will generate coverage, and that is normal. Never argue with a journalist who decides not to cover your story. Thank them for their time and move on. The relationship is more important than any single placement.
Measuring Press Release Success
Track metrics that indicate whether your press release program is delivering value:
- Media mentions: Count the number of articles, broadcasts, and online publications that reference your announcement
- Share of voice: Compare your media coverage volume and sentiment to competitors
- Website traffic: Monitor referral traffic from media placements to your website
- Lead generation: Track whether media coverage drives measurable business inquiries
- Message pull-through: Evaluate whether journalists used your key messages and data points in their coverage
- Journalist engagement: Track response rates, follow-up interview requests, and the growth of your active media contact list
Press Release Writing Tips
Lead with the News
Your first paragraph must answer the fundamental question: what happened? Do not begin with company history, mission statements, or industry context. State the news immediately and provide context afterward.
Write in Inverted Pyramid Structure
Journalism follows the inverted pyramid: the most important information comes first, with details decreasing in importance through the document. A journalist cutting your release for length should be able to remove paragraphs from the bottom without losing the core story.
Keep Quotes Meaningful
Press release quotes should add perspective that cannot be communicated in straightforward reporting. They should explain the "why" behind the announcement, provide vision for the future, or offer a personal perspective from a leader. Avoid quotes that simply restate facts already presented in the body: "We are pleased to announce the launch of our new product" adds nothing.
Use Active Voice
"Meridian Tech launched a new platform" is stronger than "A new platform was launched by Meridian Tech." Active voice is clearer, more direct, and consistent with journalistic writing standards.
Avoid Superlatives Without Evidence
Claims like "world-class," "industry-leading," and "best-in-class" are meaningless without supporting evidence. Either provide the evidence or remove the claim. "Our platform processes transactions 3x faster than the industry average" is a claim that can be verified. "Our world-class platform" cannot.
Include Multimedia
Press releases with images receive significantly more engagement than text-only releases. Include at least one high-resolution image: a product photo, executive headshot, infographic, or relevant visual. Provide these as downloadable links rather than large email attachments.
Common Press Release Mistakes
Mistake 1: Writing an Advertisement Instead of News
The most frequent mistake is treating a press release as a marketing brochure. Journalists can spot promotional language in the first sentence and will discard the release immediately. Write in a neutral, factual tone. Let the news speak for itself without superlatives, exclamation points, or subjective claims about how revolutionary your product is.
Mistake 2: Burying the Lead
Some companies open their press releases with three paragraphs of company history and mission statements before mentioning the actual news. The lead paragraph must contain the core announcement. Everything else is context that supports the lead, not content that precedes it.
Mistake 3: Missing the Human Element
Press releases that read like they were written by a committee of lawyers lack the human perspective that makes stories compelling. Include at least one quote from a real person that adds genuine insight or emotion. A quote from a customer describing how a product changed their workflow is far more interesting than a CEO saying the company is excited about its latest innovation.
Mistake 4: Forgetting the Boilerplate
The boilerplate paragraph at the end of every press release provides essential context about your company. It should be consistent across all releases so that journalists who cover you regularly recognize it. Update it when significant facts change, such as employee count, revenue milestones, or new office locations, but maintain its core structure.
Mistake 5: No Follow-Up Plan
Issuing a press release without a plan for follow-up outreach is like mailing an invitation without including your address. Have your spokesperson prepared and available for interviews. Prepare a FAQ document anticipating journalist questions. Have supplementary materials, including high-resolution images, data sheets, and background documents, ready to send immediately upon request.
Press Release Checklist
Before distributing any press release, verify every item:
- "FOR IMMEDIATE RELEASE" or embargo date appears at the top
- Contact information is complete and accurate with a responsive person listed
- Headline communicates the news in 10 words or fewer
- Lead paragraph answers who, what, when, where, and why
- At least one quote from a company spokesperson is included
- All facts, statistics, and claims are accurate and sourced
- AP style has been followed for numbers, dates, titles, and punctuation
- Company boilerplate is current and consistent with previous releases
- The release is 400 to 600 words total
- High-resolution images or multimedia are available for download
- The release has been reviewed by legal, if applicable
- Distribution timing avoids major competing news events
- The "###" end notation appears centered at the bottom
A well-crafted press release is not a guarantee of media coverage, but a poorly crafted one is a guarantee of being ignored. Invest the time to write clearly, format correctly, and distribute strategically. The relationships you build with journalists through professional, newsworthy communications will compound over time into a reliable channel for amplifying your organization's most important stories.
Frequently Asked Questions
How long should a press release be?
A standard press release should be 400 to 600 words, which typically fills one page or one and a half pages when formatted correctly. This length is sufficient to communicate the essential news elements without overwhelming journalists who process dozens of releases daily. The headline and subheadline should total no more than two lines. The lead paragraph should be one to two sentences covering the who, what, when, where, and why. The body should include two to four paragraphs with supporting details, at least one quote from a company spokesperson, and relevant data or context. The boilerplate company description adds another 75 to 100 words. Anything beyond 700 words risks being ignored entirely. Journalists prefer concise releases that they can quickly evaluate for newsworthiness. If your story requires more detail, include a link to a press kit or media page with supplementary materials.
When should a company issue a press release?
Press releases should be reserved for genuinely newsworthy events that would interest journalists and their audiences. Strong candidates include major product launches or significant product updates, mergers and acquisitions, executive leadership changes at the C-suite level, significant funding rounds, strategic partnerships with recognized organizations, industry awards from credible sources, major milestone achievements like revenue targets or user counts, expansion into new markets, and responses to significant industry developments. Avoid issuing press releases for minor updates, routine hires, or incremental product changes as this dilutes your credibility with media contacts. Most companies issue between four and twelve press releases per year. Each release should pass the newspaper test. Would a journalist reasonably consider this story worth covering? If the answer is uncertain, consider alternative channels like blog posts or social media announcements instead.
What is AP style and why does it matter for press releases?
AP style refers to the writing guidelines established by the Associated Press, which serve as the standard for most American newsrooms, media outlets, and public relations professionals. Following AP style in press releases matters because it signals professionalism and makes it easier for journalists to use your content directly with minimal editing. Key AP style rules include writing out numbers one through nine and using numerals for 10 and above, using month abbreviations in specific date formats, avoiding the Oxford comma, writing state names in their abbreviated AP form rather than postal codes, and using titles before names only on first reference. AP style also requires specific formatting for times, percentages, monetary amounts, and addresses. Investing in an AP Stylebook and applying its guidelines consistently demonstrates that you understand how newsrooms work, which increases the likelihood that journalists will take your releases seriously.