How to Write a Press Release Journalists Can Use

To write a press release that journalists can use, confirm the information is genuinely newsworthy, answer the five W's and H in the first paragraph, and format the document in the inverted-pyramid style with contact details and a boilerplate at the end.

Confirm the news value before you begin

Editors receive far more releases than they can run. A release earns space only when it delivers new or useful information that affects readers' lives or work. Ask whether the announcement changes something for customers, employees, or a community. If the answer is no, consider a different format such as a media alert or source advisory instead.

Core structural elements

Every usable release contains the same building blocks. Place "FOR IMMEDIATE RELEASE" or an embargo line at the top left. Follow with a headline that states the main fact, a dateline, and a lead paragraph that packs who, what, where, when, why, and how into one or two sentences. Subsequent paragraphs add supporting detail in descending order of importance. Close with a centered ###, then a short company boilerplate and full contact information for the person who can answer follow-up questions.

Quotes and attribution

Include one or two attributed quotes from a named spokesperson. The quote should add a human perspective or explain the significance of the news rather than repeat facts already stated. Write the quote in first person while keeping the rest of the release in third person.

Writing and editing steps

Answer the five W's and H from both the organization's perspective and the reader's perspective. Keep sentences short and paragraphs no longer than three or four lines. Use AP style for capitalization, numbers, and abbreviations. After drafting, have a colleague copyedit for clarity, accuracy, and tone. Remove any self-promotional language, exclamation points, or vague claims such as "revolutionary" or "game-changing."

Formatting and length rules

Limit the body to one or one-and-a-half pages when single-spaced. Use a standard business font and leave white space between sections. If the release will be distributed electronically, attach or link high-resolution images, logos, or infographics that journalists can download without extra requests. Indicate availability of multimedia at the end of the text.

Distribution and follow-up

Send the release early in the day to match newsroom deadlines. Maintain an updated list of local, regional, and niche outlets along with the correct reporter names and preferred delivery method. After publication, send a brief thank-you note to the journalist; this step helps maintain working relationships for future stories. Track which outlets received the release and whether coverage resulted so the list stays accurate over time.

Common variations

Some announcements suit a media alert rather than a full release. Alerts focus on event logistics and omit the full boilerplate. Source advisories list experts available for interviews on a breaking topic. Choose the format that matches the news and the outlet's needs.

Additional guidance appears in these references: Press Release Basics, Writing Press Releases - Purdue OWL, The Beginner's Guide to Press Releases, and An Insider's Guide to Writing & Sharing Press Releases.