How to Write an AP Style Press Release 2024 (+ Examples and Tips)

By Intelligent Relations Team

August 26, 2022

Author's Page

For a press release to be considered for publication, it needs to grab the reader’s attention and then clearly present information in an unbiased way. This isn’t as easy as you might think.

More importantly, a press release needs to follow a particular format before any self-respecting journalist will even glance at it.  One of the most widely accepted formats is the Associated Press (AP) style format.

Crafting a compelling AP style press release requires finesse and precision. You must blend journalistic integrity with promotional flair. From an impactful headline to concise body paragraphs, each word is strategically placed to convey the news briefly and effectively.

In this guide, we’ll uncover the art of succinct storytelling that attracts eyes and informs with brevity. Whether announcing a product launch or a corporate milestone, mastering AP style ensures your message is not just heard but understood. Dive into our expert tips and transform your press releases into irresistible invitations for media coverage.

Here’s what’s covered: 

• What is AP Style?
• What is an AP Style Press Release?
• How to Write an AP Style Press Release + Examples
• How to Send an AP Style Press Release

AP Style Press Release – What is it? Why is it important?

AP style, or Associated Press style, is a set of guidelines for writing and formatting in journalism and professional communication. Developed by the Associated Press, it is widely used by newspapers, magazines, and other media outlets to ensure consistency, clarity, and professionalism. 

Key aspects of AP style include:

• Grammar and Punctuation: AP style has specific rules for using commas, abbreviations, and capitalization. For example, it prefers lowercase job titles when appearing after a person’s name.

• Numbers: Numbers under 10 are generally spelled out, while 10 and above are written as numerals.

• Dates and Times: AP style specifies formats like abbreviating months with more than five letters and avoiding “st,” “nd,” or “th” in dates.

• Names and Titles: The first reference to a person typically includes their full name and title, with shorter forms used in subsequent mentions.

Pro Tip: Whether you’re writing an article for The New York Times or a press release, AP style is the standard that helps writers communicate effectively with a broad audience.

If you’re submitting a press release to The New York Times, read our guide: Submitting a Press Release to The New York Times

What is an AP Style Press Release?

An AP style press release is crafted according to AP style guidelines. It ensures the content is clear, concise, and formatted consistently for media outlets. This makes it easier for journalists and editors to use the information in their reports.

Key features of an AP style press release include:

• Headline: A brief, attention-grabbing title that summarizes the main point of the release. For example, X Energy Announces New Smart Can That Refills Itself 

• Lead paragraph: The first paragraph answers the “who, what, when, where, and why” of the news, giving the reader the essential facts quickly. Who is X Energy? What have they done? When is it happening? Where is it happening? Why does it matter? 

• Inverted pyramid: The most important information appears at the top, with details following in order of importance.

• Quotes: Statements from key figures are included to add credibility and human interest. For example, X Energy CEO Marty Muffin says, “Our new smart cans will revolutionize the beverage energy industry, reduce waste, and take a big ol’ gulp out of global carbon emissions.” 

• AP style rules: Consistent formatting for numbers, dates, abbreviations, and punctuation according to AP guidelines.

Why Use AP Style for Press Releases?

Using an industry-standard press release format makes it easy for journalists and editors to quickly read your press release and assess whether it’s newsworthy. If a press release doesn’t follow these standards, it’s more likely to end up in the trash than on an editor’s desk.

AP style applies to any kind of announcement. Below are different types of press releases that follow AP style guidelines:

1. Event Press Release

Any company or organization planning to host or sponsor a special event will issue an event press release as an invitation for the media to cover the event. 

Some events that call for an announcement include:

• Grand Openings
• Conventions
• Fundraisers
• Initiatives

It’s important to note that while any event may warrant a press release, the event itself must be newsworthy to be published.

2. Book Launch Press Release

To generate continuous coverage, professional writers will put out a press release that announces a new book launch. 

However, media outlets might not be interested unless the book launch is part of a broader context or is impactful in some way (e.g., if a major public figure releases a memoir).

3. New Hire Press Release

One of the most common types of press releases is the new hire press release. 

This announcement typically covers executive hires or promotions, and board member appointments. The target audience would be shareholders, customers, and journalists who cover that particular industry.

Pro Tip: When writing various types of press releases in AP style, always tailor the format to match the news — product launches should focus on features and benefits, while event announcements need clear dates, times, and locations.

For more info on press release formatting, read our article: The Must-use Industry Press Release Format

How to Write an AP Style Press Release + Examples

Writing an AP style press release ensures your news is communicated clearly, professionally, and in a format that journalists prefer. But what does it actually look like?

In this section, we’ll walk you through the essential elements of an AP style press release with examples, from crafting the perfect headline to structuring content that engages and informs. 

Whether you’re announcing a new hire, product launch, or corporate event, mastering AP style will help you capture attention and gain media coverage.

AP Style Press Release Format

Writing press releases follows the “inverted pyramid” we covered in the previous section. The most important information comes first and the least important comes last. 

It’s used because it works. Readers are more likely to finish a press release that follows this structure. Let’s take a more detailed look using this recent IBM announcement as an example. 
Title: Also called the “headline,” this is what a reader sees first, so it needs to be short, clear, and attention-grabbing.

• First Paragraph: This is where the most crucial information in the press release will appear (i.e., the 5 W’s). Keep it under 80 words.

• Second and Third Paragraphs: Any additional information relevant to the announcement is included here. These paragraphs provide a broader context that media outlets may use as a basis for any coverage.

• Quote(s): All good press releases include at least one quote from someone involved in the focus of the announcement. It should have a positive and optimistic tone.

• Additional Paragraphs: Include extra details and bring a formal end to your announcement with a few words about what the announcement means and why it might be relevant.

• Boilerplate: The boilerplate is a brief description of the issuer of the announcement, whether an organization or an individual. This should be no longer than 100 words.

• Contact Info: Contact information for press inquiries appears below the boilerplate. For a company or organization, this would be a media manager. For an individual, it might be either personal contact information or an agent’s.

Press Release Basics

While proper format is the most crucial element of a press release, there are several fundamentals to keep in mind:

• Write it Like a News Article: A press release isn’t a pitch. It should come across like a news article written by a professional — stick to the facts.

• Write in the Third Person: Keep the point of view in the third person throughout, like an independent observer. Quotes are the exception.
• Keep it Short: Press releases are typically one page of copy, so keep yours within this limit.

• Stay Neutral and Avoid Hyperbole: Remember, you’re not trying to sell a reader, you’re trying to generate interest in the announcement. Keep the prose unbiased, and free of embellishment.

• Consider the Target Audience: Think about who the press release is for — shareholders, partners, customers, etc. Ask yourself what information your target audience would be most interested in.

• Consider the Media Outlets: Media outlets need to see the announcement as relevant to their readership. Target journalists whose beats align with the information you want to convey.

Crafting a Hook

The hook is the first impression your AP style press release makes, so it needs to be both attention-grabbing and informative. To craft a compelling hook, start by focusing on the core news you want to convey — a product launch, a major hire, or an event — and then distill it into a concise and impactful statement. 

Here are some useful tips:

• Highlight the most newsworthy element right away. 
• Be direct and clear about why this news matters.
• Avoid jargon and vague phrases
• Use strong, active language.

The hook often appears in the headline or the first sentence of your release. For example, a headline like TurkeyClub Tech Partners with Starry-VR for a Virtual Sandwich Experience That’s Out of This World immediately tells the reader what’s happening and why it’s important. 

Follow up with a lead paragraph that expands on the hook, providing essential details while keeping the writing tight and engaging.

Pro Tip: A well-crafted hook sets the tone for the rest of the release and helps ensure that your news gets noticed.

Want to learn more about crafting an impactful press release? Read our article: How to Write a Press Release for Great Results [Examples + Tips]

How to Send an AP Style Press Release

Once you’ve written a polished AP style press release, the next crucial step is getting it into the hands of the right audience. Whether you choose to send it directly to journalists and media outlets or use a press release distribution service, your approach will influence how widely your news is shared. 

Here are some tips for each to maximize your reach.

Sending Directly to Journalists and Media Outlets

One of the most effective ways to distribute your AP style press release is by sending it directly to journalists that are relevant to your industry. Personalizing your outreach to target specific individuals or publications improves your chances of getting coverage. 

• Make sure you research the focus of each journalist, ensuring your press release aligns with their beat or audience. When emailing, include a brief, compelling subject line and a short, personalized note introducing the release.

Pro Tip: Building relationships with media professionals increases the likelihood of future coverage. Follow up politely and provide any additional information, if requested. This shows that you’re proactive and willing to support their needs.

Using a Press Release Distribution Service

For wider distribution, using a press release distribution service can be an efficient way to get your news in front of multiple media outlets at once. Services like PR Newswire, Business Wire, and GlobeNewswire have established networks that amplify your press release’s visibility across various platforms, including:

• News Websites
• Trade Publications
• Social Media

These services also offer analytics, allowing you to track who is viewing and engaging with your release.

Pro Tip: This broad, automated approach is ideal for reaching a larger audience, but it may not provide the personalized touch that direct outreach offers.

For more information on press release distribution services, read our article: Your Guide to Press Release Distribution Services

Wrapping Up

Using AP style for a press release simplifies structuring and formatting. It’s also a quality signifier for journalists whose inboxes are already overflowing with announcements. 

Crafting your AP style announcement is a bit like assembling the perfect sandwich — layer your facts neatly, add some enticing quotes, and top it off with a flavorful headline that packs a punch. 

Just follow the rules laid out in this guide, keep it concise, and your news will be so irresistible that journalists will hunger for seconds.

If you’re still not sure how to use AP style guidelines, book a free consultation with us to get expert insight into how to format and improve your press release.