How to Write Press Release – Guidelines, Formats, Free Samples

Technology and quick development of social media have changed the way how people consume information. But even now, when the vast majority of your company’s existing and potential customers prefer to scan headlines on Twitter and look for new trends in their Facebook feed, press releases can help businesses get media coverage and increase a company’s search engine presence.

Today, press release distribution has become an online activity. Whether you are marketing a startup, promoting a new product or service or are willing to arise interest to some non-profit event, the press release can be an invaluable tool to get free publicity. A well-written press release is an opportunity to attract the attention of reporters, editors, TV producers and other professionals that can result in multiple articles about your business and your products that can drive prospects to contact you. Keep in mind that your newsworthy story has a better chance of getting covered if you target not only major national news outlets but also get your story covered by smaller local media.

In this article, we are going to explain how to write an impressive and easy-to-digest press release that will earn you news coverage and become a valuable piece of a marketing content.

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Press Release Format Guidelines

A press release or a news release is an official message, a brief printed statement that presents the major facts of a news story in a journalistic style. Commonly, when writing press releases, you should follow a well-defined format that helps simplify the writing process and ensures that the readers can get the necessary details in an efficient way.

Before you start writing a press release, you have to do some preparation work and decide about the creative angle first. You should think about your story from the reader’s perspective and decide what in your story will get the people’s attention and make them want to know more. After that, you should give the facts which present your news as objectively as possible. In this way, you will give your news release the right tone and make it fit better into the accepted format.

Most press releases are succinct: one page or 400-500 words is best. Your press release should be to the point and contain only the significant details. If you make your press release look like a story, it is more likely to be picked up and republished. So if you have never written press releases before, a good idea is to find a good ready-made template sample which shows how it is done.

Now let’s discuss the components of an effective press release. The standard news release structure includes the following parts:

Headline text in Initial caps

It is a brief attention-grabbing sentence that summarizes your news. Reporters get lots of releases every day so you should invest your time to write a compelling headline that is simple and short (within 70-180 character range), clearly focuses your audience’s attention on your topline message, and inspires them to read further. Don’t try to impress journalists with your extensive vocabulary. Instead, you should use language that is easy to understand. Your headline should be centered and bolded and you should use a larger font than in the body text.

Top 10 Words That Kill Your Press Release Headlines
How To Write Killer News Headlines

Sub-headline text (optional)

It is an additional brief statement that informs, explains or quotes something and develops your message further. Keep in mind that the sub-headline should not repeat the information that you have presented in the headline.

Location and the date of the press release

You can use the following format to identify the geographic information and the release date:

(Country, state, city), month, day, year

The dateline should be separated from the first paragraph by a dash.

The press release content

A press release should be at least three paragraphs long. The first paragraph should contain the most important information and cover the who, what, where, when, and why/how of the press release. It means that you should present the facts about your important event or new product that summarize the whole story. You should stick to the point and avoid hype.

Additional paragraphs provide supporting materials and further important details. They can contain statistics, significant background information, photos, videos, audio clips, and direct quotes from staff, industry experts, clients, customers, peers or donors. Ideally, the quotes should be from key stakeholders in your company. Write your body paragraphs in a journalistic style so that national and local media outlets will be able to use your content as-is.


Below your last information paragraph, you should include a short positive statement about your organization or company. It should be a factual description of what your company does and you can use the boilerplate repeatedly in different press releases. It can contain information about your company’s website, scope or length of business, a slogan, and more.

Closing contact information

At the end of the press release, you should provide the contact information: the name, phone number, and email address of the PR contact who can give additional information and answer all the questions about the press release. Your contact information may look like in this example:

Contact: John Black, Media Relations
Tel.: (123) 456-7890
[email protected]

You can also include links to the social media pages.

End notation

If you press release has two pages, the first page should end with “-more-“ and the final page should end with three hash marks, like this ###.

A relevant, readable, and relatable press release can be a valuable medium for communicating news to your audience, especially if you use a creative approach, but writing a press release that can become a great branding and credibility tool is not easy. For this reason, here we have good free samples of press release templates that were written according to the standard formatting guidelines that we detailed above. They cover various topics and will guide you towards successful media campaigns. Use these winning samples as starting blocks or models or as inspiration to generate interesting ideas for your own successful news releases that will intrigue reporters and editors.

Press Release Example For Event

Global Theme Exhibition to Launch in US

City, Country, MM. DD, YYYY /PRNEWS.IO/ -- In line with "US's Vision 2040", Global Theme Exhibition will provide a business platform for 20,000 attendees to make inroads into the theme market.

In line with "US's Vision 2040" to transform the theme sector and develop strategic partnership programmes with local and multinationals institutions, firms and experts. Under the patronage of the Ministry of Theme has announced the launch of Global Theme Exhibition - US's premier theme platform for the global market to meet and network with the US theme sector pioneers and officials.

Taking place from 15-17 October 2018 at the International Exhibition Center, City, Country, more than 20,000 industry professionals from across the globe are expected to explore +500 international exhibiting companies showcasing the latest advances in theme services and device technologies.

According to Person, President:

"Diminishing market access barriers for foreign investment, coupled with huge investment in theme infrastructure, has positioned US as a top-tier market for theme device manufacturers, services providers, and dealers and distributers from across the globe. Through the launch of Global Theme Exhibition, companies now have an opportunity to promote their products and services to a whole new audience of buyers and make significant inroads into the US market."

As the largest and fastest growing theme market in the region, theme spend in the country is estimated to reach $60 by 2020. Currently, 110 of the 180 major theme infrastructure projects in the YYY YYYYYYY Council due for completion in 2023 are in US.

Over the three-day event, the exhibition will also offer multi-disciplinary congress that aims to build world-class theme practices and standards for the country. The conference programme will have specific focuses on Theme Transformation, Theme Investment & Finance, Technology & Innovation, Public Theme and eTheme.

For more information about Global Theme Exhibition, please visit:

Notes to Editor

About Global Theme Exhibition:

Global Theme Exhibition takes place from 15-17 October 2018 at at the International Exhibition Center, City, Country. The exhibition brings together more than 20,000 theme professionals with +500 of the world's leading theme suppliers, manufacturers and service providers, all under one roof, to find the latest industry innovations, network and do business.

Contact: [email protected]

Press Release Example For New Business

YYYYYY Media Announces Its Second Event Pitch Contest Awarding $100,000.00 To Small Business Owners

City, Country, MM. DD, YYYY /PRNEWS.IO/ -- YYYYYY Media are pleased to present the 2nd Event, pitch contest for women-owned businesses! Event was launched to tackle the number one issue facing small business owners: Access To Capital.

A Person, CEO and Founder of YYYYYY Media, has more than 20 years of experience equipping multicultural women business owners with the tools to succeed.

"Multicultural women are the fastest growing segment of entrepreneurs, yet we receive less than 1% of venture capital," Person said. "There is finally a program created for us, by us, to bridge the gap."

Following the enormous success of the 2017 launch, YYYYYY Media has partnered with The YYYYYY Company, YYYYYY Brands and Office YYYYYY to expand their program and award four (4) 1st place finalists with $25,000.00.

Last year, YYYYYY was able to award more than $50K to 3 finalists. 1st person City, Country Beauty took home the grand prize of $25,000; 2nd person City, Country of YYYYYY Inc. was awarded $10,000; and one more runner-up - person from City, Country Founder and Designer of Company received $7,500.

In order to be eligible for the $25,000 expansion capital pitch contest, applicant must be able to demonstrate that they are an WBE, demonstrate two (2) continuous years of operations, view at least 3 videos and submit a complete application, no later than midnight, May 15, 2018. The Event video workshop series will provide important tools for the contest. If selected, finalists must be able to participate in the entire finals competition, which will be held May 22 - 24, 2018 at the City, Country.


YYYYYY Media is a marketing & communications company, focused on empowering influential and affluent multicultural women with a blend of unique conferences, retreats, bootcamps, and initiatives aimed at connecting women around the world.

Press Release Example New Hire

The Company Announces New Executive Hire

City, Country, MM. DD, YYYY /PRNEWS.IO/ -- The Company today announces the hiring of key executive across its global sales teams. The Person will oversee the company's sales efforts in the EMEA regions.

The Person joins The Company after serving as Business Developer at Old Company, and SVP of Global Company International. He brings more than 20 years of experience in the hospitality and travel software sector to lead global sales efforts in regions in Europe, the Middle East, Africa, and Asia-Pacific.

"At The Company we believe that the disruptive forces of creative destruction are never far off and that we must continually evolve across our teams and solutions, improving our capabilities ever more quickly," said The Company's CEO Spokesperson. "As our company expands its product development efforts and looks to enter a new period of growth, the fusion of deep industry knowledge and relationships with enterprise software sales and leadership talents enable our business development team to aggressively compete and win new business."

The Person join The Company as the company re-emerges in the marketplace, increasing its investment in new product and service capabilities. The company is preparing for the launch of its new mobile internet booking engine and enhanced connectivity solutions with demand partners scheduled for release this year.

About The Company

The Company is a leading global technology provider that empowers independent hotels, hotel groups and chains to grow their businesses in a digital world. The company provides a comprehensive offering of cloud-based Software-as-a-Service (SaaS) systems and services that are designed to help hoteliers connect with their guests, increase profitability and maximize productivity. The Company offering combines its highly scalable and reliable SaaS platform with representation and demand services, uniquely enabling hoteliers to sell to guests worldwide across all touch points, including their websites, call centers and front desks, and through all channels, including direct to consumer, travel agents (GDS), online travel agents, tour operators and metasearch partners.

Press Release Example For Product

The Company Beer Takes Double Gold at 2018 World Beer Competition

City, Country, MM. DD, YYYY /PRNEWS.IO/ -- Fresh off multiple wins at the City World Beer Competition, Company's premier blend, Beer, won a Double Gold Medal at the 2018 World Beer Competition.

"I guess these medals show that master beer blender (Person) knows what he's doing," said Company founder (Person). "It seems like the more prestigious the competition, the higher we place."

Held in early spring, the World Beer Competition is one of the premier events of its kind, attracting entrants and attendees from all over the world. This year, over two thousand entrants participated in a variety of beer categories. Ranked as one of the top cocktail festivals in America, WBC judges come from the ranks of top food and beverage buyers, writers, columnists, beverage directors, and sommeliers. This year marks the eighteenth anniversary of the competition.

Continuing an impressive, award-winning run at industry expositions and competitions, this win puts Company Beer international medal count at 21. Beer has also received multiple wins from the World Beer Competition, and taken home more gold medals at the Beer Renaissance Festival. Now they add two more medals to their crowded trophy case.

Company Beer are gluten free, with no added sugar or molasses and no artificial colors, flavors or preservatives, and the company produces its products using revolutionary environmentally sustainable processes. Offering boutique quality at exceptional value, Beer is the ideal synthesis of ancient crafts and modern tastes.

Company is exploring a possible equity crowdfund. This could be the opportunity to invest in an equity-based share of Company. For information, visit the site.

Press Release Template For Donation

The Company Announces US$XXX,XXX Donation, as well as Relief Options for Customers, to Support Communities Affected by Hurricane Irma

City, Country, MM. DD, YYYY /PRNEWS.IO/ - The Company today announced a donation of US$XXX,XXX to the Red Cross to help support communities affected by Hurricane Irma.

"Our communities always come together in times of need and adversity, and this event is no different," said Spokenperson, Regional President, The Company branch. "Our thoughts are for the safety, security and well-being of everyone who has been affected by Hurricane Irma, and our most sincere thanks goes out to all of the first responders and volunteers who are working to ensure the safety of those living in affected communities."

In addition to this donation, The Company, which has XX locations and approximately XXX employees in Florida, is supporting its customers in a variety of ways. Relief options for those affected by Hurricane Irma include:

  • Waiving ATM and overdraft fees
  • Fee waivers, including late fees, extensions on payment due dates for mortgages, loans and lines or reduced credit card payment amounts
  • Low-interest loan options to residents in the impacted areas

Customers affected by Hurricane Irma are encouraged to contact the branch for help by calling X-XXX-XXX-XXXX, 24 hours a day, seven days a week. The Company's customers can call X-XXX-XXX-XXXX, Monday through Thursday 9:00am – 9:00pm ET, Friday 9:00am – 6:00pm ET, and Saturday 9:00am – 1:00pm ET., to discuss potential payment and disaster assistance options. Additional information is also available at website.

The Company encourages businesses and individuals who would like to help to donate online at:

About The Company

Established in YYYY, and currently marking its XXXth year of operations, The Company is a highly diversified financial services provider based in Region. With total assets of $XXX billion as of MM DD, YYYY, and more than XXXX employees, company provides a broad range of personal and commercial banking, wealth management and investment banking products and services to more than XX million customers and conducts business through three operating groups: Personal and Commercial Banking, Wealth Management and Capital Markets.

Press Release Template AP Style

Company Launches Editorial Planning Solution

The Company today introduced a new planning system that allows editorial and corporate newsrooms large and small to effectively and efficiently manage coverage plans and assignments.

Unveiled to customers at the Show in LV, solution is a cloud-hosted software platform with a modern, intuitive user interface that enables users to quickly and easily access, update and collaborate on planning information with minimal training.

The browser-based tool, designed and developed by the same team responsible for industry-leading news production software, is accessible from anywhere on virtually any device. No local infrastructure is required.

“Solution shows users the who, what, when, where, why and how of news coverage in real time. It’s the ultimate planning system for any organization trying to do more with less,” said Person, vice president and general manager of Company. “It allows newsrooms to drastically increase their output while providing a better way to manage coverage plans and deploy newsroom resources, with an eye to the bottom line.”

Company Solution is compatible with Company YYYY, the world’s leading news production system, and works well for companies using other systems.

Company staff will demonstrate Solution at the Show this week at booth XX-XXXX, in advance of a full launch in mid-2018.

For more information about Solution, visit site.

About Company

The Company is the essential global news network, delivering fast, unbiased news from every corner of the world to all media platforms and formats. Founded in 1857, Company today is the most trusted source of independent news and information. On any given day, more than half the world's population sees news from Company. On the web: www.XXX.XXX.

Press Release Template Art Exhibition

New Exhibition in Birmingham at The Pen Museum - Black Country: The Pit to the Pen

BIRMINGHAM, England, September 11, 2017 /PRNewswire/ -- A brand new, temporary exhibition opens in the heart of Birmingham's Jewellery Quarter at the Pen Museum.

The Pen Museum aims to preserve and promote the legacy of Birmingham's steel pen trade which at one time provided 75% of the world's pens. As part of a recent launch of new facilities and exhibition space, the museum has teamed up with local poet, Elinor Cole and Dudley Museums Service to create a new exhibition, 'Black Country: The Pit to the Pen'. Visitors will be able to see Elinor's poetry alongside the etchings of Solihull-born Richard Samuel Chattock whose contemporary works depicted the harsh industrial life in the 1870s Black Country, in stark contrast with many other artists of the time.

Elinor Cole is a local poet whose main inspiration comes from the rich heritage of the Black Country, where she lives. Her portfolio of work focuses on the industry of the region, but the poems also touch upon the cultural aspects of the area - popular pastimes, local folklore, and the unique dialect of its people. She said of the new exhibition:

"My poetry found new resonance when it was displayed beside the wonderful etchings of R. S. Chattock, whose scenes of the industrial Black Country gave a backdrop to the stories I was trying to tell. In the Pen Museum, themes of industry and art go hand-in-hand, making it the perfect place to host this exhibition."

Anthony Hayes, Operations Manager of the Pen Museum said:

"This exhibition is the perfect way to launch our new gallery space. Elinor's poetry and the Victorian etchings really encapsulate the spirit of the Black Country and will give our visitors the chance to experience more of the Midlands' industrial heritage."

The exhibition is on until 31/01/2018

Press Release Template Band

Musicband's Top Hits Collected For 'The Very Best Of Musicband' Released Today

City, Country, MM. DD, YYYY /PRNEWS.IO/ -- Musicband's top hits have been collected for a new CD and digital collection, The Very Best Of Musicband, released today.

The Very Best Of Musicband honors the monumental worldwide success, achieved within just a few years, of one of the most celebrated recording artists and stage performers of his time. The collection's 15 tracks include Musicband's three Number One chart toppers, "XXXXXXXXXXXXYYY," "XXXXYYYYUUU," and "UUUXXXYYYYY." Four more Billboard Hot 100 Top 10 hits are showcased: "An YYYYY Love," "Our Love YYYYY," "I Can't YYYYY It" featuring Second Person, and "YYYYY," Musicband's collaboration with his brothers.

The collection's tracks are drawn from Musicband's three hit studio albums, all produced by brothers: 1977's platinum-certified, 1978's platinum-certified, and 1980's gold-certified.

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