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Press release writing is a fairly straightforward process because you use a standard format to set it up. The information you provide will follow the inverted pyramid style used for writing newspaper articles. This means that the most important information comes first, followed by secondary and supplementary information provided in descending order of relevance.

For the “nuts and bolts” of press release writing, let’s first look at the elements contained in a standard press release, then see how it should look when completed. Be sure to read about each element though because it’s important you include what editors expect to see in each section.

1. Release date:
At the very top of the page, on the left-hand margin under your letterhead, in all capital letters and in bold, type:

FOR IMMEDIATE RELEASE [or] FOR RELEASE ON [put date here]

Obviously, you’ll leave out the words in brackets in the example above. Most releases are sent out “for immediate release.”

2. Contact information:
Skip two lines, then on the left-hand margin, type:

Contact name: [insert your name or person who can answer reporters' questions]
Contact info: [provide telephone numbers, including home phone since journalists are often on deadline and need to reach you after hours; fax number; website address; email address]

3. Headline:
Skip two lines, then type your headline, either centered or flush left, in bold. Some advertising and public relations professionals recommend putting your headline in all capital letters, but now that all caps signify yelling on the Internet, I prefer to use title case, meaning that only the first letter of each word starts with a capital letter. Prepositions and articles of less than three letters (words like “the,” “a,” “an”) should be all lowercase (no need to capitalize the first letter), like this:

The Headline of a Press Release Should Be Short, Ideally Not More Than 170 Characters, and in Title Case; Make Sure the Headline Is Catchy

You’ll notice you don’t use a period at the end of your headline, even if it’s a complete sentence.

4. Dateline:
Skip two lines after your headline and type your city, state, and the current date in italics.

5. Lead paragraph:
The lead paragraph is the most important paragraph. This is where you explain the purpose of your press release by answering the journalistic 5Ws: who, what, when, where, and why (and don’t forget “how” also, if it fits in with your story). You start your lead right after the dateline (space once or twice after the date).

Since this might be your only chance to grab the editor’s attention, you need to use a strong lead that summarizes your newsworthy story from your unique angle. Stick to the facts using action verbs and lively terms to describe the event or noteworthy item you’re relaying. Remember, you are writing for the media, not consumers. Your goal is to interest the media in your story so they will write about you. Save your sales pitch for your flyers, brochures, and sales letters.

6. Body of the press release.
The next paragraph or two should fully develop your angle, providing all the necessary, relevant information about:

Your product or service

How your business differs from your competitors

How the public will benefit from reading or hearing about you

Where or how your product or service can be obtained

Try to include your company’s positioning statement also, preferably in the lead paragraph. You could, for example, write:

“Little Tree Daycare, a full service childcare provider in Franklin Hills since 2002, announced today it will be offering a new drop-in service available seven days a week, from 7 a.m. to 7 p.m., beginning Monday, January 10.”

The body of your text would then provide background information on your business, what sets you apart from the competition, and how readers/viewers/listeners can benefit from your service. Try to include direct quotes also, preferably from an expert in the industry or from an end user. Direct quotes provide relevant details and lend credibility to your story.

In the daycare example above, for instance, you might include a quote from a parent, such as:

Jane Doe, mother of 3-year-old Benjamin, says, “I’m an emergency room nurse and I usually work nights, but I’m often on call during the day too, so it’s a relief to know that I can leave Benji in the care of a licensed professional if I’m suddenly called away while my husband’s at work.”

7. Concluding paragraph:
In this paragraph, you will recap the highlights of your announcement, including specific product or service attributes and a projected release date, if applicable. You don’t need to rewrite word for word what’s already been covered, just summarize the major points you want to make, then wrap it up.

8. Use ### to end the release:
Skip two spaces after the concluding paragraph, then type in the center of the page three hatch marks: ###, or -30- to signal the end of the press release.

That’s it! You’re good to go. Check out the example below to see how a completed press release should look.

Press Release Writing: Example

Here is a press release writing sample, formatted in standard style:

Your letterhead/logo

FOR IMMEDIATE RELEASE

Contact: Suzy Smith
Days: 505-555-1212
Evenings: 505-555-3366
Fax: 505-555-0078

Local Daycare Gives Parents a Time Out with New Drop-In Childcare Service

Santa Fe, NM, January 3, 2006: Start out with a strong lead paragraph that answers: who, what, where, when, why, and how. Try to make your paragraphs no more than 3 or 4 sentences long.

Your next two or three paragraphs will detail the information you’re providing in a newsworthy style. Make your announcement compelling using action words and short sentences. Try to avoid using passive voice, such as: “We intend to begin groundbreaking on…” instead of the weaker, “It is our intention to begin…”.

Provide company information also, including how your business differs from the competition. Try to include direct quotes from customers or experts if at all possible.

Remember to write for the media, and use proper grammar and punctuation. Make sure you proofread it at least twice before sending it out. Then have a friend or relative proofread it, just to be sure its meaning is clear and that it is error-free.

Your concluding paragraph will summarize your announcement, emphasizing the major points you want to make. Include specific attributes of your product or service without repeating what you’ve already said, then make your final concluding statement to wrap it all up.

###