Press Release Format: Examples + Tips That Get Results in 2025

By Intelligent Relations Team

September 28, 2022

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When it comes to crafting an effective press release, proper formatting is the name of the game. 

Regardless of how newsworthy your announcement is, a bad format will resign your announcement to the dreaded realm of unread emails. 

Crafting a press release that actually gets noticed is easier than you think. With the right tips and tricks, you’ll catch more eyes than a sticky optometrist.

Whether you’re announcing a revolutionary tech gadget or your office goldfish winning Employee of the Month, here’s how to make your press release as compelling as your C-suite’s favorite Gary Vee speech.

To help you get the industry-standard press release format right, and the best chances of media attention, we’ll walk you through the following:

• What is a press release?
• Types of Press Releases
• Industry-standard Press Release Format
• Common Press Release Format Mistakes to Avoid
• How to Send a Press Release

What is a Press Release?

A press release is a brief, written announcement designed to share newsworthy information with the media and the public. 

Companies and organizations might issue a press release in an attempt to alert the public to a new product, a new merger, a new hire, or an important event or distinction.

Getting your press release covered by media outlets has many benefits, such as:

• Reaching a Wider Audience
• Gaining Credibility
• Boosting Sales
• Improving SEO
• Attracting Website Traffic

Here’s a press release format sample from a press release we did on behalf of Keona Health:

Types of Press Releases

While there’s a standard press release format, not all are the same, and require slightly different structural approaches. If you want to see examples of specific press release formats check out this list:

• Event Press Release: Announcement that notifies the public about a special upcoming or past event. It could be regarding a closed event or one that is open to the public.

• New Hire Press Release: Announces new executive-level hires or distinct promotions within a company —only if relevant or impactful in some way.

• Product Launch Press Release: Announces a new product or a product update that warrants an announcement explaining its significant disruption to a particular market.

• Mergers/Acquisitions/New Partnerships Press Release: This notifies the media about mergers, acquisitions, or partnerships that could impact the industry.

• Award Press Release: This announces a newsworthy award or recognition that a company or organization has received.

• Rebranding Press Release: A press release that announces a familiar brand has changed its name, logo, look and feel, or even core products or services.

• Book Launch Press Release: A book press release announces the release and launch of a new book and explains why it’s interesting or relevant to a larger context.

• The Grand Opening Press Release: A public notification about a special opening event for a business, for example—especially in a new state, country, or continent.

Here’s a template of a general press release format that you can use for any type of press release:

If you’re not sure how to write a press release to begin with, start with our full guide here: How to Write a Press Release for Great Results [Examples + Tips]

Industry-standard Press Release Format

There are many occasions for a press release. Depending on the type of press release or a publication’s guidelines, some structural elements may change, but the basic layout is more or less the same.

As a general rule, you should write your press release like a news article — cover the most important information first. Follow the Inverted Pyramid structure, answering The 5 W’s in the first paragraph and elaborating in the second. 

Subsequent paragraphs should include quotes and any additional, relevant information.

Where does each point of information go in a press release? Here’s a quick glance:

Now, let’s break down the industry-standard press release format with real examples from this recent Houseplant announcement:

1. Title

Keep your title short and to the point. Explain clearly what is being announced and include your company logo in the header. 

2. Intro 

In the first paragraph, clearly and concisely cover The 5 W’s.

3. Second and Third Paragraphs

Elaborate on the relevance of the announcement and include important details about the news.

4. Quotes

Include quotes from key people to lend credibility and generate excitement. For example, a product launch announcement may include a quote from the CEO while an event or award press release may use comments from keynote speakers or recipients. 

5. Additional Paragraphs 

Use additional paragraphs to cover any extra info relevant to the type of announcement you’re writing. For example, a product launch press release should provide details about regional availability while an event or award press release might include background on the event organizer and expected attendees. 

6. Boilerplate

Conclude with a brief description of your organization. This is similar to the “About” section on your website and includes the history, mission, and other important details. Try to keep it under a hundred words.

7. Contact Info

Don’t forget to include media contact information below the boilerplate. This typically includes the names, numbers, and email addresses of those handling press queries.

Pro Tip: Journalists like to skim. The easier your press release is to read, the more likely it will get covered. Keep your paragraphs short and stick to the facts.

Struggling with your boilerplate? Check out our complete guide: Crafting a Press Release Boilerplate: A Step-by-Step Guide (+3 Examples)

3 Common Press Release Format Mistakes to Avoid

We’ve covered how to format a press release. Now, let’s dive into some common mistakes. Here are the most common pitfalls that lead to rejection.

1. The Press Release Wasn’t Objective

On a non-format side note, remember to write your press release in the third person. Your content should be objective. Throwing in your two cents, so to speak, will only make journalists cringe and send your pitch straight to the trashcan.

2. The Press Release Format Wasn’t Standard

One of the main reasons a press release doesn’t get picked up is that it isn’t formatted. The industry-standard press release format is time-saving for journalists who sift through a sea of pitches per day. A properly formatted press release helps them identify key information quickly and determine if the announcement is newsworthy.  

A journalist will quickly dismiss your press release if it doesn’t follow length recommendations, or misses the mark on publication guidelines.

3. The Press Release Announcement Wasn’t Newsworthy

A generic announcement is no reason to issue a press release, but companies often forget that “business as usual” is not newsworthy in and of itself. 

Successful press releases have a “hook” to interest the reader, putting the announcement in a larger context, like a community issue or a trending news cycle.

Pro Tip: Aside from formatting, writing your press release in the industry-preferred AP style is crucial for garnering coverage. Journalists expect this as it simplifies the task of skimming through and publishing announcements.

Learn more about AP style press releases here: How to Write an AP Style Press Release 2024 (+ Examples and Tips)

How to Send a Press Release

Congratulations! You’ve written an announcement according to the industry-standard press release format. Now, you just need to figure out where to submit your press release to get coverage. 

When it comes to sending a press release, there are two main options: 

1. Use a Press Release Distribution Service

A press release distribution service lets you submit to a large database of targeted media outlets simultaneously. It’s a great way to reach a wide audience without having to put in very much effort. 

The downside is that these services are often expensive. Also, you may be limited by database or syndication agreements, and there’s no guarantee your news will get picked up once it’s submitted.

2. Pitch Relevant Journalists Directly

Pitching a press release to media contacts directly doesn’t cost any money, and it’s a way to better hone in on your target audience. Also, when done right, you can build relationships with journalists and editors for future press release submissions.

The disadvantage is that creating personalized pitches takes time. Once you nail the art of pitching, however, your coverage success rate increases significantly.

While press release distribution services have benefits, personal connection can get you further.

Here’s how to use a media database for find contacts that cover press releases:

A. Search for Relevant Journalists 

Use keywords to find journalists who cover beats relevant to topic of your press release.

B. Create a Relevant Media List

Select journalists whose coverage attributes lean toward press releases and add them to your media list.

Pro Tip: Organize media lists based on coverage attributes. For example, compile a list of journalists in your industry with a high press release coverage attribute. 

C. Reach Out

After selecting a journalist that suits your announcement and audience, it’s time to contact them. 

Pro Tip: Building relationships with journalists in your industry makes it easier to get future coverage. Be polite and concise, but don’t forget to follow up. Organize your media contacts into lists for quick access and a streamlined pitching process. 

For more information on how to craft the perfect PR pitch, read our article: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

Key Takeaways

Knowing the industry-standard press release format is crucial to getting your news covered by media outlets. As mentioned, not every press release is the same, but this standard format is essential for various types of announcements and media outlet guidelines.

Garnering media coverage with a press release is extremely beneficial for your company, but writing, formatting, and pitching one takes time to master. 

If you need help getting started, give us a call! Simply book a free consultation with us to get expert insight into how to format your press release.