What Is The Most Effective Press Release Format?

There are a number of different press release formats, but since most press release distribution services give you various fields to fill in to make sure your release is complete, it’s a good idea to follow their formula.


Be sure it is newsworthy

Before you get started, make sure your press release is genuinely newsworthy, something journalists will want to hear about and also pass along to their readers.

Set a goal

What do you want to accomplish? Sales of a new product? More subscribers through a new free incentive such as an e-book? This will help you formulate your press release effectively.

An effective press release format

1. The headline

This should be brief and command attention. It should include at least one keyword related to your niche or industry and a strong verb.

2. The subheadline

This gives additional information about the headline and summarizes what the story is about. Keywords are important here, as well.

3. The Dateline

Add the city and state where your press release is being issued from – New York, NY.

Add the date to show when the press release was issued – August 10, 2018

So the dateline would read: New York, NY, August 10, 2018

4. The opening paragraph

The opening paragraph of a good press release should be “front-loaded” with the most important information. Journalists use a checklist known as the 5Ws:

  1. Who
  2. What
  3. When
  4. Where
  5. Why

These are the essential facts for most news stories, so including them in your press release can help you get more media pickups.

5. The second paragraph

The second paragraph can include any of the 5Ws that didn’t fit into the first paragraph, and any additional information which supports your story and gives background, extra information and so on. For example, statistics could provide a context for why your new product is so useful.

6. The third paragraph

The third paragraph can include more additional information, and perhaps a quotation or two that also help explain why your product or the news you are providing is worth paying attention to. For example, if you were planning a live event at a local convention centre, you might get the head of your company, and a leading person in your niche or industry, to discuss why the event is important, and what attendees will get from taking the time to go.

7. The call to action

What do you want people to do after they have read your release? Examples might include going to X URL to learn more about the product or Y URL to get their tickets for your live event. If you’re trying to get more subscribers, send them to a page where they can sign up for your list and download their free e-book or other valuable incentives.

8. The media

Every press release should have at least one image that supports the story. This will help you get more media pickups. If you are announcing a new product, you could also include a demonstration video, and/or someone being interviewed about the product and why it is so useful.

9. The boilerplate

The boilerplate can be added to any press release you publish. The first part is a brief description of your company. It should be interesting enough to show why your company is worth paying attention to.

The second part should be your contact information, such as:

  • Name
  • Phone number
  • Email address
  • URL of your media center at your site

to help journalists with any questions the might have about the release or your company.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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