9.1 Press Release Structure and Format

Press releases are crucial tools for businesses to communicate news and updates. They follow a specific structure and format to convey information efficiently to journalists and the public. Understanding these elements is key to crafting effective press releases.

Writing techniques for press releases focus on presenting information clearly and concisely. The inverted pyramid style ensures the most important details are front-loaded, while well-crafted headlines and subheadings guide readers through the content.

Press Release Structure

Components of press releases

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• Headline grabs attention with concise summary of main news usually in bold or larger font (New Product Launch Revolutionizes Industry)
• Dateline indicates city, state of origin and date of release (New York, NY - January 15, 2023)
• Lead paragraph answers who, what, when, where, why, and how containing most crucial information
• Body paragraphs provide additional details, supporting information, and quotes from relevant sources
• Boilerplate offers brief company description typically at the end (About XYZ Corp)
• Contact information lists name, phone number, and email of media contact person
• End notation signals conclusion of release (###, -30-)

Formatting guidelines for releases

• Use standard font (Arial, Times New Roman) set to 10-12 points
• Double-space entire document with 1-inch margins on all sides
• Keep release to one or two pages max
• Include company logo at top
• Use "FOR IMMEDIATE RELEASE" at beginning if applicable
• Align text to left, avoid paragraph indentation
• Use short paragraphs (3-4 sentences max)

Press Release Writing Techniques

Inverted pyramid in releases

• Start with most important information gradually moving to less critical details
• Ensure first paragraph contains key facts (who, what, when, where, why, how)
• Use subsequent paragraphs for context and background
• Place least essential information at end
• Enable editors to cut from bottom without losing core message

Headlines and subheadings for releases

• Create headlines under 10 words using active voice (Company X Launches Groundbreaking App)
• Include relevant keywords, avoid jargon or technical terms
• Use subheadings to break up text and highlight key points
• Ensure consistent tone between headlines and subheadings
• Make headlines specific and newsworthy (500 Jobs Created by New Factory Opening)
• Use numbers or statistics when applicable (Company Reaches 1 Million Customers)
• Consider questions or how-to formats (How This Startup Raised $10M in 24 Hours)