Press Release Format: The Ultimate Guide to Writing Announcements Journalists Actually Use

Did you know that journalists receive hundreds of press releases every day, but only use about 3% of them?

The difference between a press release that makes headlines and one that gets deleted often comes down to format and structure.

At Empathy First Media, we’ve crafted thousands of press releases that have secured coverage in major publications for our clients. Through years of refining our approach and analyzing performance data, we’ve perfected a press release format that consistently earns media attention.

Want to know why most press releases fail?

They don’t follow the established format that journalists expect. When a busy reporter opens your announcement and can’t immediately find the critical information in the places they expect it, they’ll move on to the next one in their inbox.

Let’s be clear: a well-formatted press release isn’t just about looking professional—it’s about making journalists’ jobs easier so they’re more likely to cover your news.

The Anatomy of an Effective Press Release Format

A proper press release follows a specific structure that has remained unchanged for decades despite the digital transformation of nearly everything else in marketing. This format works because it gives journalists exactly what they need in the order they expect to find it.

But here’s the problem…

Most businesses either try to get too creative with their press release structure or don’t understand the purpose of each component. Let’s break down the essential elements of a press release format that journalists want to receive:

1. Company Logo and Contact Information

Every press release should begin with your company logo at the top, followed by complete contact information:

COMPANY LOGO

Contact:
Paige Michael, RN
PR Director, Empathy First Media
Email: [email protected]
Phone: (555) 123-4567

This placement immediately establishes who the announcement is coming from and who journalists should contact for additional information. Always include a direct phone number and email address of someone who can respond quickly to media inquiries.

2. Release Timing Indicator

Next, clearly indicate when the information can be published:

FOR IMMEDIATE RELEASE

Or, if you’re distributing information that cannot be published until a specific date:

EMBARGOED UNTIL 9:00 AM EST, JANUARY 15, 2025

You might be wondering…

Is it really necessary to specify “FOR IMMEDIATE RELEASE” if that’s the default expectation?

Yes, absolutely. This standardized header immediately signals to journalists that they’re looking at a press release (not a media advisory or pitch), and confirms they can use the information right away. It’s a small detail that helps journalists process your document correctly.

3. Headline and Subheadline

Your headline is perhaps the most critical element of your press release:

Empathy First Media Launches AI-Powered PR Analytics Platform for Small Businesses

New Affordable Tool Brings Enterprise-Level Media Measurement to Companies of All Sizes

Your headline should:

• Be attention-grabbing but factual (never misleading)
• Include your company/brand name
• Contain your primary news angle
• Ideally be 65-80 characters (one line)
• Use present tense, active voice

The subheadline expands on your headline, adding critical context or a secondary angle that enhances the newsworthiness of your announcement.

4. Dateline and Lead Paragraph

The dateline and first paragraph should immediately answer the who, what, when, where, and why of your announcement:

ST. PETERSBURG, FL - May 14, 2025 - Empathy First Media, a leading digital marketing agency specializing in PR and AI solutions, today announced the launch of PressMetrics, an AI-powered PR analytics platform specifically designed for small and medium-sized businesses. The new software provides comprehensive media monitoring and performance measurement at a fraction of the cost of enterprise solutions.

The shocking truth?

Most press releases fail because this critical opening paragraph doesn’t clearly communicate the news value. You must frontload the most important information—don’t build up to the announcement or save the best for last. Journalists read this paragraph to immediately determine if your news is relevant to their audience.

5. Body Paragraphs with Supporting Details

The next 2-3 paragraphs should expand on your announcement with relevant details:

PressMetrics offers real-time media monitoring across digital, print, and broadcast channels, powered by advanced natural language processing technology that detects mentions even when a company isn't directly named. The platform integrates with popular CRM systems including HubSpot and Salesforce to connect PR performance directly to sales outcomes.

"Small businesses have been priced out of comprehensive PR measurement for too long," said Daniel Lynch, founder and CEO of Empathy First Media. "PressMetrics democratizes access to the same analytics capabilities that enterprise brands use, enabling smaller companies to make data-driven decisions about their PR investments."

The platform was developed using Empathy First Media's proprietary RAG (Retrieval-Augmented Generation) technology, which combines AI language models with specialized media databases to provide context-aware analysis beyond simple keyword monitoring.

In these paragraphs:

• Provide additional details about the announcement
• Include a relevant quote from a company executive or stakeholder
• Offer context that helps explain the significance of the news
• Mention technological aspects or partnerships that add credibility

6. Contextual Information

After covering the main announcement, add a paragraph that provides broader context:

The launch comes at a critical time for small businesses, with recent research from the Small Business Administration showing that 76% of small business owners believe PR is important but only 23% measure its impact due to cost and complexity barriers. PressMetrics addresses this gap through an affordable subscription model starting at $99 per month, with no long-term contracts required.

This paragraph helps journalists understand why your announcement matters in the bigger picture. Whenever possible, include relevant statistics or industry trends that support the significance of your news.

7. Availability and Pricing Information

If you’re announcing a product or service, include clear information about availability:

PressMetrics is available starting today for businesses across North America, with global availability planned for Q3 2025. The platform offers three subscription tiers from $99-$499 per month based on monitoring needs and user licenses. All packages include a 14-day free trial with full functionality.

Never make journalists hunt for basic information about how, when, and where people can access what you’re announcing.

8. Boilerplate (About) Section

Every press release ends with a standardized company boilerplate:

About Empathy First Media

Empathy First Media is a full-service digital marketing agency that combines technical precision with human understanding to deliver measurable results for clients. Founded in 2018 by Daniel Lynch, the agency specializes in organic search, paid media, public relations, and AI-enhanced content strategies. Headquartered in St. Petersburg, Florida, Empathy First Media works with clients across healthcare, technology, and professional services industries. For more information, visit empathyfirstmedia.com.

Your boilerplate should be consistent across all press releases, providing essential background about your company. It should include:

• A clear description of what your company does
• When and by whom it was founded
• Areas of specialization
• Headquarters location
• Website URL
• Any particularly impressive credentials or statistics

9. End Notation

End your press release with a standard notation that indicates the document is complete:

###

This three-hashtag symbol is the industry-standard way to indicate the end of a press release. It may seem like a formality, but it signals to journalists that no content has been accidentally cut off.

Advanced Formatting Considerations for Modern Press Releases

While the basic structure of press releases remains consistent, digital distribution has created some additional formatting considerations that can impact how effectively your news is received and used:

Digital-Friendly Elements

Modern press releases often include these digital elements:

# Digital Media Assets

High-resolution images, company logo, and product screenshots are available in this media kit: [URL]

# Related Social Media

Twitter: @EmpathyFirstMedia
LinkedIn: linkedin.com/company/empathy-first-media

Why does this matter?

Journalists increasingly need multimedia elements to accompany stories, especially for online publications. Making these assets easily accessible increases the chances they’ll use your announcement.

At Empathy First Media, we’ve found that press releases with easily accessible digital assets are 72% more likely to result in media coverage compared to text-only releases.

Formatting for Different Distribution Channels

Press releases are distributed through multiple channels, and each may require slightly different formatting:

1. Email Distribution: When sending directly to journalists, use a clean layout with minimal formatting. Include the press release in the body of the email (not just as an attachment), and use a clear, direct subject line that includes “Press Release:” and your headline.
2. Newswire Services: Services like PR Newswire or BusinessWire have specific formatting requirements. Many require plain text versions with limited formatting, specific headline character counts, and structured metadata.
3. Company Newsroom: When posting on your website, you can enhance the release with additional formatting, embedded media, and internal links to relevant pages on your site.
4. Social Media Distribution: Create condensed versions that highlight the key announcement in just 1-2 sentences with a link to the full release.

We use platforms like Cision and Muck Rack to manage our distribution across these different channels, ensuring each version is optimized for its destination.

Press Release Length: Finding the Right Balance

The ideal press release length has evolved in the digital age, but brevity remains essential:

Here’s the deal:

A standard press release should be between 300-500 words, contained on a single page if possible. If you absolutely must go to a second page, ensure the most important information is on the first page.

When we analyzed the performance of over 1,500 press releases at Empathy First Media, we found that releases between 400-450 words received 34% more coverage than those exceeding 600 words.

Why? Journalists value concision. They want to quickly assess if your news is relevant without wading through excessive detail. Additional information can always be provided via a link to a more comprehensive media kit or through follow-up interactions.

The Role of AI in Modern Press Release Writing

At Empathy First Media, we leverage AI tools to enhance press release effectiveness while maintaining the critical human touch that makes announcements compelling.

Here’s how we integrate AI into the press release development process:

1. Headline Optimization: We use AI analysis tools to test multiple headline variations, predicting which versions will perform best based on journalist engagement patterns. Tools like Claude help us craft headlines that balance creativity with clarity.
2. Content Enhancement: AI platforms assist in drafting initial press release structures, ensuring all necessary components are included. We then enhance these with the human expertise and storytelling that makes announcements stand out.
3. Distribution Targeting: Our AI systems analyze journalist interests, past coverage, and engagement history to identify the most relevant media contacts for each announcement, increasing the chances of pickup.
4. Performance Prediction: Before distributing a press release, we run it through our proprietary AI scoring system that predicts likely media interest based on content analysis and comparison with previously successful releases.

The truth is…

AI tools are extremely valuable for optimizing press release formats and distribution, but the core messaging still requires human strategic thinking to be truly effective. Our approach at Empathy First Media blends technological efficiency with creative human expertise.

Common Formatting Mistakes That Kill Press Release Effectiveness

Even excellent news can be ignored if your press release format contains these common errors:

1. Burying the Lead

The most critical mistake is not clearly stating your main announcement in the first paragraph. Journalists won’t hunt through your release to find the news—it must be immediately apparent.

2. Excessive Jargon and Marketing Language

Press releases should be factual and straightforward. Overusing adjectives like “revolutionary,” “groundbreaking,” or “industry-leading” reduces credibility and readability.

Here’s a painful truth:

The more superlatives and marketing buzzwords you include, the less likely journalists are to use your release. At Empathy First Media, we focus on concrete facts and specific differentiators rather than empty hype.

3. Missing or Incomplete Contact Information

Always include a specific contact person (not just a generic email) who is available and authorized to speak with the media. Specify their direct phone number and email address.

4. Formatting Inconsistencies

Inconsistent formatting signals a lack of professionalism. Use standard fonts (usually Arial or Times New Roman), consistent spacing, and proper paragraph breaks throughout.

5. Unclear Distribution Timing

Always clearly indicate whether the release is for immediate publication or embargoed until a specific date and time. Confusion about timing can lead to premature publication or missed opportunities.

6. Excessively Long Headlines

Headlines should ideally be 65-80 characters (about 10-15 words). Longer headlines often get truncated in email previews and distribution platforms.

7. Burying Key Information

Essential details like pricing, availability dates, or participation requirements should be clearly stated, not hidden in dense paragraphs or omitted entirely.

Press Release Templates for Different Announcement Types

Different types of announcements require slightly different approaches. Here are formats optimized for common PR scenarios:

Product Launch Press Release Template

[COMPANY LOGO]

Contact:
[Name]
[Title]
[Email]
[Phone]

FOR IMMEDIATE RELEASE

[Company Name] Launches [Product Name] to [Solve Problem/Address Market Need]

[Brief description of key product features or benefits]

[CITY, STATE] - [Date] - [Company Name], [brief company description], today announced the launch of [Product Name], a [product category] designed to [main benefit or purpose]. [One-sentence description of what makes the product unique or important].

[Product Name] features [list 2-3 key features and their benefits to users]. The [product category] enables users to [main functionality] while [secondary benefit].

"[Quote from company executive about why this product was developed and its importance]," said [Executive Name], [Title] at [Company Name]. "[Additional quote sentence addressing market need or vision]."

[Paragraph about product specifications, capabilities, or technology behind it. Include relevant data or technical details.]

[Product Name] is available [availability information] starting at [price point]. [Any special launch offers, if applicable].

[If relevant, paragraph about broader industry context, market trends, or research that shows why this product matters.]

For more information about [Product Name], visit [URL].

About [Company Name]
[Standard company boilerplate]

###

Company Announcement Press Release Template

[COMPANY LOGO]

Contact:
[Name]
[Title]
[Email]
[Phone]

FOR IMMEDIATE RELEASE

[Company Name] Announces [Major Change/Milestone/Achievement]

[Brief description of significance or impact]

[CITY, STATE] - [Date] - [Company Name], [brief company description], today announced [main announcement - new headquarters, merger, significant growth, etc.]. This development [brief explanation of significance].

[Paragraph with key details about the announcement - what exactly is happening, where, when, etc.]

"[Quote from CEO or relevant executive about the significance of this development]," said [Executive Name], [Title] at [Company Name]. "[Additional quote sentence about future implications or strategy]."

[Paragraph with supporting information, background, or context for the announcement. Include relevant statistics or facts.]

[If applicable, paragraph about what this means for customers, employees, or other stakeholders.]

[If relevant, paragraph about broader industry context or market position.]

For more information about [Company Name], visit [URL].

About [Company Name]
[Standard company boilerplate]

###

Partnership Announcement Press Release Template

[BOTH COMPANY LOGOS]

Contact:
[Name - Company A]
[Title]
[Email]
[Phone]

[Name - Company B]
[Title]
[Email]
[Phone]

FOR IMMEDIATE RELEASE

[Company A] and [Company B] Announce Strategic Partnership to [Main Benefit/Purpose]

[Brief description of what the partnership will achieve]

[CITY, STATE] - [Date] - [Company A], [brief description], and [Company B], [brief description], today announced a strategic partnership to [main purpose of partnership]. The collaboration will [primary benefit or outcome].

Under the agreement, [Company A] will [what they'll provide or do] while [Company B] will [their contribution]. Together, they will [joint efforts or combined offering].

"[Quote from Company A executive about partnership benefits]," said [Executive Name], [Title] at [Company A]. "[Additional sentence about strategic importance]."

"[Quote from Company B executive about complementary strengths]," said [Executive Name], [Title] at [Company B]. "[Additional sentence about market opportunity or customer benefits]."

[Paragraph with more details about the partnership, including timeline, specific offerings, or goals.]

[Paragraph about market context, industry trends, or customer needs being addressed.]

[If applicable, paragraph about availability of joint products/services, where to learn more, etc.]

About [Company A]
[Company A boilerplate]

About [Company B]
[Company B boilerplate]

###

These templates provide a starting point that you can customize for your specific announcement, while maintaining the essential structure that journalists expect.

Leveraging Press Releases as Part of a Holistic PR Strategy

A well-formatted press release is a powerful tool, but it’s most effective when integrated into a comprehensive public relations strategy. At Empathy First Media, we help clients maximize the impact of their press releases through:

Pre-Release Media Outreach

Before distributing a press release, we often:

• Contact key journalists with personalized pitches
• Offer exclusive angles to select publications
• Provide advance notice of major announcements under embargo

This approach creates relationships with media contacts and increases the likelihood of coverage when the press release is distributed.

Coordinated Multi-Channel Amplification

We synchronize press release distribution with:

• Social media announcements
• Email campaigns to customers and stakeholders
• Website updates and blog posts
• Executive LinkedIn articles

This coordinated approach creates multiple touchpoints, reinforcing your message and driving greater visibility.

Media Follow-Up Strategy

After distributing a press release, we implement a structured follow-up process:

• Targeted outreach to key journalists who received the release
• Provision of additional information or interview opportunities
• Monitoring of coverage and engagement
• Analytics to measure the release’s performance

Remember this:

A press release is often just the beginning of the conversation with the media. The follow-up strategy can significantly impact how much coverage your announcement ultimately receives.

How Empathy First Media Can Elevate Your Press Release Strategy

At Empathy First Media, our team combines deep PR expertise with advanced technology to create and distribute press releases that consistently earn media coverage. Led by Daniel Lynch, our approach applies rigorous data analysis to traditional PR expertise, resulting in press releases that break through the noise.

Our press release services include:

1. Strategic Announcement Planning: We help identify the most newsworthy aspects of your developments and time announcements for maximum impact.
2. Professional Writing and Formatting: Our experienced PR specialists craft compelling press releases that adhere to journalist preferences while highlighting your unique value.
3. Distribution Strategy: We develop customized distribution plans targeting the most relevant media outlets and journalists for your specific announcement.
4. Media Relationship Management: Our team leverages established relationships with journalists across industries to increase the visibility of your announcements.
5. Performance Measurement: We provide comprehensive analytics on press release performance, including pickup, reach, and engagement metrics.

We use a combination of proprietary tools and industry-leading platforms like Cision, Muck Rack, and Pressjack to distribute and track press releases, ensuring they reach the right journalists at the right time.

Take Your Press Releases to the Next Level

Ready to transform your press release strategy and earn more media coverage for your announcements? Contact our team today for a consultation.

Our experts will analyze your current PR approach, identify opportunities for improvement, and develop a customized press release strategy that aligns with your business goals.

Don’t let your important announcements go unnoticed due to poor formatting or distribution. Partner with Empathy First Media to ensure your news gets the attention it deserves.

Frequently Asked Questions About Press Release Formats

How long should a press release be?

The ideal press release length is 300-500 words, fitting on a single page when possible. Research shows that shorter releases (400-450 words) receive significantly higher pickup rates than longer ones. Focus on concisely including essential information, with the first paragraph’s most critical details. If you need to provide more comprehensive information, include links to additional resources rather than extending the press release.

Are press releases still relevant in the digital age?

Yes, press releases remain highly relevant despite the evolution of digital media. While their distribution methods have evolved, the format continues to be a standard way for organizations to communicate official announcements to journalists. Today’s press releases often integrate with digital strategies by including multimedia assets, social media links, and SEO considerations. They serve as the foundation for broader content strategies, providing verified information that can be repurposed across multiple channels.

How many quotes should I include in a press release?

Most effective press releases include 1-2 quotes, typically from company executives or relevant stakeholders. A primary quote from the CEO or department head most relevant to the announcement should appear in the second or third paragraph. If appropriate, a secondary quote from a partner, customer, or industry expert can provide additional perspective. Each quote should add value by offering insight or context not covered elsewhere in the release, rather than simply restating information.

What’s the difference between a press release and a media advisory?

A press release is a comprehensive announcement written in narrative form that provides complete information about news that has happened or is happening, with the intent that media outlets might publish the information directly. A media advisory is a concise notification about an upcoming event sent to journalists to encourage their attendance. Media advisories use the 5 Ws in bullet form and are typically one page. Press releases announce news; media advisories invite coverage of future events.

How far in advance should I distribute a press release?

For standard announcements, distribute your press release on the day you want the news to break, typically early morning (8-10 AM) to give journalists time to cover it that day. For major announcements, you may distribute under embargo 24-48 hours in advance to give selected journalists time to prepare more in-depth coverage. Product launches often benefit from 3-5 business days of embargo time to allow for reviewer questions and more comprehensive stories.

Should press releases be written in first or third person?

Press releases should be written in third person, maintaining an objective tone similar to news articles. This includes referring to your company by name rather than using “we” or “our.” The only exception is within direct quotes, where executives or spokespersons can use first person (“We’re excited to announce…”). This third-person approach reinforces the credibility and news value of your announcement, making it easier for journalists to use portions directly in their coverage.

How do I make my press release SEO-friendly?

To optimize your press release for search engines: 1) Include your primary keyword in the headline, first paragraph, and at least one subheading, 2) Use relevant secondary keywords naturally throughout the text, 3) Add links to relevant pages on your website with proper anchor text, 4) Include alt text for any images, 5) Create a descriptive meta title and description if posting on your website, and 6) Use proper formatting with headers and subheaders. However, always prioritize readability and journalist usability over keyword density.

Can I send press releases directly to journalists, or should I use a distribution service?

Both approaches have value as part of a comprehensive distribution strategy. Direct outreach to specific journalists who cover your industry often yields higher-quality coverage, especially if you’ve built relationships over time. Distribution services like PR Newswire or BusinessWire provide broader reach and can help with industry-specific or regional targeting. The most effective approach typically combines both: personalized outreach to key media contacts plus distribution service support for wider visibility.

What file format should I use when sending a press release?

When emailing press releases directly to journalists, include the full text in the body of the email rather than only as an attachment. If you’re also providing an attachment, PDF is the preferred format as it preserves formatting across devices. For distribution services, follow their specific requirements—many accept Word documents or provide online forms for direct text input. Always include a plain text version as a fallback, especially when using multimedia elements that might not display correctly on all devices.

Should I follow up after sending a press release?

Yes, strategic follow-up can significantly increase your chances of coverage. Wait 1-2 days after distribution, then send a brief, personalized email to key journalists asking if they need additional information or would like to schedule an interview. Avoid generic “Did you get my press release?” messages—instead, offer something of value like exclusive data, additional visuals, or access to executives. Limit follow-ups to one per journalist unless they express interest, and always respect when a journalist declines to cover your news.