Press Release Format

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Editors are very set in their ways. Yes, it is their job to read press releases, but they are accustomed to receiving them in a standardized press release format. So, if you want to ensure that your press releases get read and printed, you need to give them what they want and expect
. . . or suffer the consequences.

There are three basic, approved, press release templates; depending on which you choose, the format will vary slightly. However, all three have a number of key elements in common: They all feature a Header, a Headline, and a Main Body Section.

If you want to impress editors with your press release, follow these simple format rules:

• Use only one side of each sheet of paper.

• Write in a journalistic style; never say "I" - rather "he/she."

• Keep the release neat and attractive ("easy on the eyes").

• Double space the release, with 1" inch margins or more.

• Indent paragraphs and use jagged right margins, not justified.

• Keep it short. Two pages is maximum, and one page is best.

• To conclude your release, type "(END)" centered on the page.

• Proofread the release several times before submission.

Step 1: HEADER

The HEADER needs to contain basic demographic information about the release that is not part of the actual product or service news.

• Start with a blank sheet of white paper or company letterhead.
  
  
• Centered at the top, type "Press Release" in Times Roman font 72 point. You can always reduce it down to as low as 24 point if you need to squeeze a few extra lines into the release.
  
  
• Next, move a couple of lines down and to the left include your name, company name, address, phone number, cell phone (if applicable), fax number, email and web site URL.

Press Release Format Insider Tip!
Use a blank sheet of paper. Most corporate logos take up too much space and distract the editor from your key message.

Step 2: HEADLINE

The HEADLINE is centered a few lines below the header and appears in a bigger typeface, usually 14-26 point size.

Press Release Format Insider Tip!
The headline can take up more than one line, even up to three is okay. If possible, include the benefit to the media audience in the headline.

Step 3: MAIN BODY (OPENING PARAGRAPH)

The first paragraph should answer all the important questions - Who, What, Where, When, Why & How? You only have a few seconds to keep an editor's or reporter's interest. Here's your chance.

• Start by writing the city and state for the story's origin, which in most cases is where you're located.
  
  
• Remember the biggest facts and most important elements are first, and the rest of the paragraph supports or explains the first facts with less important information.

Press Release Format Insider Tip!
When using the Benefits-First Release, mention the product or service briefly, immediately following this with the biggest one or two benefits it offers readers. The rest of the press release format continues normally.

MAIN BODY (HUMAN INTEREST QUOTE OR ADDITIONAL FACTS)

A quote (if applicable) is found in the second paragraph and adds human interest, believability and involves the reader in the story. Otherwise you can report additional facts that back up whatever claims were made in the opening paragraph and headline.

• Quote someone like the company president; the originator of the product, or service; a satisfied customer; or someone who carries special weight with your target audience.

• Make sure the quote is enthusiastic and very specific.

• Limit the quote just to two powerful sentences.

Press Release Format Insider Tip!
When using the Human Interest Press Release, this is a great way to plug your product or service, because you can write, "blah blah blah," said (your name), distributor or inventor of (your product or service).

MAIN BODY (CALL TO ACTION)

The call to action (ordering information and address) should be included as part of the story right in the middle of the release.

• Include whatever details are necessary for your target audience to contact you (price, where to order, phone number, etc.)

• Don't sound too commercial. You can't say: "Ohio residents please add 7% sales tax. Visa and MasterCard accepted! Operators are standing by right now! Call toll-free 1-800-".

Press Release Format Insider Tip!
Never add your ordering information on as an individual paragraph at the bottom of the page or else it may be cut. Editorial matter is usually shortened by starting at the end and working backward.

MAIN BODY (CLOSING)

The final paragraph(s) may contain one last quote; biographical information about your company/product/service; or, supporting data and statistics related to growth in your product segment or industry.

• Only include research data and statistics that further support your story, and don't detract from it. You can find this kind of information online.

• Don't be afraid to list past accomplishments in your market segment, industry awards, etc. This will add credibility.

Press Release Insider Tip!
When using the Problem-Solving Tips Press Release, include a bulleted list of specific how-to tips or observations. These are just like "mini-headlines". Editors often include these tips with very little editing.

If you need additional help with your press release format or writing a press release for your project, our working together may be the best answer. I offer many years of expert writing assistance.

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