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How to Write a Press Release Journalists Can Use

Writing a press release that journalists can use requires following a standard format built around a clear headline, a lead that answers the five W's and H, supporting facts and quotes in the body, and company background at the end.

Confirm the news value first

Before drafting, determine whether the information qualifies as news. Releases succeed when they show timeliness, impact on a group or sector, original data, an unexpected development, or a human-interest angle. If the story would not appear in the target outlet on its own merits, treat it as an advertisement rather than a release.

Apply the inverted-pyramid structure

Place the most important facts at the top so an editor can trim from the bottom without losing essential content. The headline states the news in one factual sentence. The subheadline adds context or identifies the sender. The lead paragraph, usually three to five sentences, covers who, what, where, when, why, and how. The body supplies depth through numbers, quotes, and background in short paragraphs that each address one idea.

Include required elements

Every release needs a dateline with the release date and, when relevant, the city. One or two attributed quotes introduce a key person and add perspective. A boilerplate of two to four sentences under the heading “About [organization]” supplies standard background. End with a centered ### to signal the close, followed by contact details that include a reachable phone number, email, and website.

Follow writing and formatting rules

Write in the style of the outlet’s journalists: objective language, no superlatives, and no jargon. Keep the entire document to one page or one and a half pages at most. Use short paragraphs of two to four sentences, standard non-italic fonts, and single spacing. Verify every fact and have a second reader check spelling and clarity before distribution.

Prepare supporting materials

Supply royalty-free, high-resolution images via a link rather than an attachment. Maintain an up-to-date media list that distinguishes local, regional, niche, and national contacts. Send releases early in the day to meet deadlines and remain available for follow-up questions.

Recognize related formats

When the goal is to alert journalists to an upcoming event rather than announce news, use a media advisory instead. When the goal is to offer experts as sources, issue a source advisory. These shorter documents follow similar contact and formatting standards but omit the full news lead and boilerplate.

Track and refine distribution

Record when each release was sent, to whom, and whether coverage resulted. Update contact information regularly and cultivate relationships by acknowledging published stories. This record helps refine future targeting and timing.

Sources