How to Write a Press Release: Format, Template, and Distribution Guide
A practical guide to writing press releases that journalists actually read — covering the inverted pyramid, AP style, essential sections, distribution strategy, and a pre-send review checklist.
Journalists receive hundreds of press releases daily. They spend 3-5 seconds deciding whether to read past the headline. If your press release doesn't communicate the news in the first two sentences, it goes in the bin — along with the 90% of press releases that read like marketing brochures rather than news.
A press release is not an advertisement. It's a structured news document written in journalistic style that gives a journalist everything they need to write a story — or to run it as-is with minimal editing.
Press Release Structure
Every press release follows the same format. Deviating from this format signals to journalists that you don't understand media relations.
1. Headline
Clear, factual, present tense. States the news, not the spin.
Weak: "Exciting New Partnership Revolutionises Content Quality Industry" Strong: "TeamBench Partners With University of Melbourne to Integrate AI Content Review Into Academic Assessment"
| Rule | Why |
|---|---|
| Present tense | Journalistic convention — news happens now |
| Under 80 characters | Displays fully in email subject lines and wire services |
| No hype words | "Revolutionary," "ground-breaking," "world-class" get ignored |
| Factual | States what happened, not how you feel about it |
2. Subheadline (Optional)
One sentence that adds context to the headline.
"The three-year partnership will provide AI-powered content review tools to 45,000 students across six faculties."
3. Dateline
City, state/country — date. Always includes the city of origin.
MELBOURNE, Australia — 10 February 2026
4. Lead Paragraph
The most important paragraph. Contains the who, what, when, where, why in 2-3 sentences. A journalist should be able to publish this paragraph alone as a news brief.
The test: If the journalist reads only this paragraph and nothing else, do they have the full story? If not, rewrite.
Example:
TeamBench, an AI content review platform, has partnered with the University of Melbourne to integrate automated content quality review into academic assessment across six faculties. The three-year agreement, effective from March 2026, will provide AI-powered review tools to 45,000 students and 3,200 academic staff. The partnership is the first of its kind in Australia.
5. Body Paragraphs (Inverted Pyramid)
Each paragraph adds detail in decreasing order of importance. Journalists cut from the bottom — the least important information goes last.
Paragraph 2: Expand on the most newsworthy aspect Paragraph 3: Context — why this matters, industry impact Paragraph 4: Specifics — numbers, timeline, scope Paragraph 5: Background — company/product context for readers who don't know you
6. Quote
At least one quote, attributed to a named person with title. Quotes add the human element and allow the journalist to include a voice without conducting their own interview.
Weak quote: "We're thrilled about this exciting opportunity and look forward to a productive partnership." Strong quote: "Academic assessment is one of the most document-intensive processes in higher education. Currently, 40 academics mark the same essay with no systematic quality checking. This partnership gives students AI-powered feedback against their actual rubric criteria before submission." — Dr. Sarah Chen, VP Academic Partnerships, TeamBench
| Quote Rule | Why |
|---|---|
| Named person + title | Attribution is required |
| Specific, not generic | Generic enthusiasm quotes add nothing |
| Says something the journalist can't paraphrase | If it could be a body paragraph, it shouldn't be a quote |
| No marketing language | Quotes should sound like a person talking, not a brochure |
7. Boilerplate
A standard company description paragraph, used at the end of every press release.
About TeamBench TeamBench is an AI content review platform that helps teams score, review, and improve content against custom quality criteria. Used by content teams, agencies, educational institutions, and compliance professionals across 30+ countries, TeamBench provides automated quality scoring, multi-reviewer panels, and quality gates. For more information, visit teambench.ai.
8. Contact Information
Name, title, email, phone number of the media contact. Not a generic inbox — a real person who can answer journalist questions.
9. End Mark
Three hash marks (###) or "-30-" to signal the end of the press release. This is a journalistic convention.
The Inverted Pyramid
The inverted pyramid is the organising principle of all news writing. Most important information first, least important last.
┌─────────────────────┐
│ HEADLINE + LEAD │ ← The full story in brief
│ (Most important) │
├─────────────────────┤
│ KEY DETAILS │ ← Expands on the lead
│ │
├─────────────────────┤
│ CONTEXT/BACKGROUND │ ← Industry context, history
│ │
├─────────────────────┤
│ ADDITIONAL DETAIL │ ← Nice to have, not essential
│ │
└─────────────────────┘
Why it matters: Journalists and wire services cut from the bottom. If your key information is in the last paragraph, it gets cut first. If your lead paragraph contains the full story, even a heavily edited version communicates your news.
Press Release Types
| Type | News Hook | Key Element |
|---|---|---|
| Product launch | New product/feature available | What it does, for whom, availability |
| Partnership | Two organisations working together | What the partnership delivers, for whom |
| Funding | Investment round closed | Amount, investors, what the funding enables |
| Executive hire | Key leadership appointment | Who, their background, why this matters |
| Research/data | Original data or survey results | Key finding, methodology, implications |
| Event | Hosting or sponsoring an event | What, when, where, who should attend |
| Award | Received recognition | What award, who gives it, what it recognises |
| Milestone | Significant company achievement | What was achieved, scale, significance |
| Crisis | Response to an incident | What happened, what you're doing, how to get updates |
AP Style Basics for Press Releases
Journalists expect AP (Associated Press) style. Key rules:
| Rule | Example |
|---|---|
| Numbers: spell out one through nine, use numerals for 10+ | "Three partners" / "12 countries" |
| Dates: month day, year (no ordinals) | "10 February 2026" not "February 10th, 2026" |
| Titles: capitalise before name, lowercase after | "CEO Jane Smith" / "Jane Smith, chief executive officer" |
| Percentages: use numerals + "percent" (not %) | "12 percent" not "12%" |
| States: abbreviate after city names using AP abbreviations | — |
| Company names: full name on first reference, can shorten after | "TeamBench Pty Ltd" first, "TeamBench" after |
| Oxford comma: AP does NOT use it | "Red, white and blue" not "red, white, and blue" |
Common Press Release Mistakes
Mistake 1: It's Not News
A press release without news is spam. "We updated our website" is not news. "We raised $10M to expand into three new markets" is news. Before writing, ask: "Would a journalist cover this?" If the answer is no, don't send a press release — write a blog post instead.
Mistake 2: Marketing Language
"Revolutionary," "best-in-class," "world-leading," "cutting-edge" — these words signal that the press release is an advertisement, not news. Journalists delete it. State facts and let the journalist form their own superlatives.
Mistake 3: Burying the News
The news must be in the headline and the first paragraph. If the journalist has to read four paragraphs of company background before reaching the actual announcement, they won't reach it.
Mistake 4: No Data
Numbers make press releases publishable. "Significant growth" is vague. "Revenue grew 47% year-over-year to $12M" is concrete and quotable. Include specific numbers wherever possible.
Mistake 5: Too Long
Target 400-600 words. Under 400 feels thin. Over 600 loses attention. Journalists will request more detail if they want it — that's a good thing.
Mistake 6: Generic Quotes
"We're excited about this partnership" adds nothing. Quotes should contain information or perspective that can't be communicated in the body text.
Distribution Strategy
Tier 1: Direct Journalist Outreach
Identify 10-20 journalists who cover your industry and send personalised pitches with the press release attached. This has the highest success rate.
Tier 2: Wire Services
Submit to a wire service (PR Newswire, Business Wire, GlobeNewsWire) for broad distribution. This ensures the release reaches journalist databases and news aggregators.
Tier 3: Owned Channels
Publish on your website's press/newsroom page, share on social media, and include in your newsletter. This creates a permanent, linkable record.
Tier 4: Industry-Specific
Submit to industry publications, trade association newsletters, and relevant online communities.
Pre-Send Review Checklist
| Check | Done? |
|---|---|
| Headline is factual, present tense, under 80 characters | ☐ |
| Lead paragraph contains who, what, when, where, why | ☐ |
| Lead paragraph works as a standalone news brief | ☐ |
| Inverted pyramid structure (most important first) | ☐ |
| At least one specific, attributed quote | ☐ |
| No marketing/hype language ("revolutionary," "best-in-class") | ☐ |
| Specific numbers and data included | ☐ |
| AP style followed | ☐ |
| Boilerplate present and current | ☐ |
| Media contact with name, email, and phone | ☐ |
| 400-600 words total | ☐ |
| Proofread — names, titles, dates, and numbers verified | ☐ |
Frequently Asked Questions
When should I send a press release vs a blog post?
Press release: when you have genuine news that a journalist might cover (funding, partnership, major product launch, data). Blog post: when you have information, opinions, or updates that matter to your audience but aren't newsworthy to media.
How do I find journalists to send press releases to?
Search for journalists who cover your industry on the publications you want to appear in. Read their recent articles to verify relevance. Use media databases (Cision, Muck Rack) for contact information. Follow them on social media to understand what they're interested in.
What's the best day and time to send a press release?
Tuesday through Thursday, 9-10am in the journalist's time zone. Avoid Mondays (inbox overload), Fridays (already checked out), and weekends. Avoid major news days and holidays.
Should I follow up with journalists?
One follow-up, 2-3 days after sending, is appropriate. Keep it brief: "Wanted to make sure you saw the release about [news]. Happy to provide additional detail or arrange an interview." Don't follow up more than once — it damages the relationship.
Can I include images or video?
Include a link to a media kit with high-resolution images, not attachments (which get blocked by email filters). Video links are welcome for product demonstrations or event coverage.
Key Takeaways
- A press release is a news document, not a marketing document. No hype language, no superlatives, no spin.
- Inverted pyramid: most important information first. Journalists cut from the bottom.
- The lead paragraph must contain the full story in 2-3 sentences.
- Include specific numbers — they make the release quotable and publishable.
- Quotes should add value — specific perspectives, not generic enthusiasm.
- Target 400-600 words and follow AP style.
- Review before sending — check for newsworthiness, factual accuracy, and journalistic style.
This article is for informational purposes. Press release conventions vary by region, industry, and publication. Always research the specific preferences of the journalists and publications you're targeting.