How to Write an Effective Press Release: Content, Style, and Format

What Is a Press Release?

This reading is adapted from the open educational textbook “Elements of Political Communication” (2018) by Wikibooks,
https://en.wikibooks.org/wiki/Elements_of_Political_Communication

Substantial revisions and additions were made by Glen Farrelly (2020). Written permission of Glen Farrelly is required for distribution of this reading outside of Athabasca University.

A press release (also known as a news or media release) is an official document from an organization regarding specific news, issues, events, or product launches. The purpose of a press release can vary widely. Some organizations post their press releases on their own website, but most often the purpose of a press release is to alert the media of something that you would like them to cover in their own publication (whether that is radio news, television broadcast, magazine, or digital publication). Corporations, non-profit organizations, and government agencies all issue press releases. Press releases can be sent directly to individual media professionals, to email subscribers, and/or to a distribution or “wire” service. Press releases are often written in a style that mimics that of local and major publications (such as a news website) with the hope that the recipient will use the release verbatim. Even if the release is not used verbatim, it may influence the coverage of a particular topic or event.

This reading covers the following topics:

1. Content and style
2. Use of images
3. Format
4. Required elements
5. Template
6. Example of a press release

As with all professional communication, before you start to write, think about the needs of your audience and what will be useful for them. Journalists and editors choose which stories to include in their publication. These media professionals are busy, and they receive many press releases daily, so it is essential to capture their interest quickly and to indicate at a glance how your press release would be suitable for their publication. Therefore, an accurate and descriptive headline and engaging lead section are absolutely crucial.

 

In writing a press release, avoid editorial comments, hype, or any advertising type copy. That does not mean that your writing needs to be dry or that you should not proudly extoll the virtues of your event or issue. Explicitly state what would be the news value or “hook” for the publication by answering such questions as what is new or different, or how will this change or help the publication’s audience. Use the inverted pyramid style of writing and keep sentences and paragraphs short. State the facts and pertinent information regarding the issue, such as the time, date, and location of an event.

Always include one individual’s contact information in the release as a journalist may contact them for additional information. This contact should be an individual within your organization that has an excellent understanding of the topic, will be available, and is skilled at communicating with the media.

Finally, include a very brief boilerplate, which is a final paragraph that contains basic information about your organization. This should include a broad description of your organization, what it does, its market position, its activities, and its products. 

Using images are not required. If you do use images, ensure that any images you include in the release are prepared for publication. Use a popular digital format, such as .PNG or .JPG. Since most digital cameras take larger pictures than are necessary for publication, resize the image to no more than 700 pixels wide. Include attribution information for the image, and only include images that you have explicit permission to use, both from the photographer and the subjects photographed.

Although there is no required length, the average press release is between 300 and 500 words long. The importance and complexity of your subject will determine the length of your release. In general, the entire document should be able to fit on a single page.

Use one readable, 12-point typeface in a widely accepted font throughout the release. Use standard margins and line spacing. Avoid bolding or italics for emphasis except where noted in the template.

To be accepted for distribution by a service and to greatly increase the chance of your press release being noticed and used, it is essential that a press release contain the elements that a media professional will need. This means the press release must be presented in a standard manner. There are variants on the order of required elements, but the following order is recommended:

1. Organization’s logo or name
2. Release date (either “For Immediate Release” or the desired date)
3. Headline (generally no more than 10 words, use all uppercase letters)
4. Date
5. Location (city and province)
6. Lead paragraph (the summary of event or issue – generally 1 or 2 sentences)
7. Body paragraphs
8. Boilerplate (description of organization)
9. Media contact information
10. Closing (a centered "# # #" at the end, or “-30-“)