AP Style for Press Releases: The Ultimate Guide

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AP Style for Press Releases

When your small business has news to share with the world, a press release — sometimes called a news release — is often your best communication tool. But not all press releases are created equal. The difference between one that gets picked up by journalists and one that gets ignored often comes down to a single factor: the proper usage of AP style.

Table of Contents

What Is AP Style?

AP style — short for Associated Press style — is a standardized set of rules for grammar, punctuation, spelling, capitalization, and language usage developed by The Associated Press and published annually in the AP Stylebook.

Originally created to ensure consistency across wire service reporting, it has become the default writing standard for journalists, press release writers, and communications professionals across the United States and much of the world.

AP style governs practical decisions like when to spell out numbers versus use figures, how to abbreviate months and state names, how to capitalize job titles, and how to attribute quotes — always with “said” rather than “stated” or “noted.”

Its underlying philosophy is clarity and brevity: every rule exists to make copy easier to read and faster to edit on deadline.

For businesses writing press releases, following AP style is vital because it speaks the same language journalists use every day, reducing the editing burden on reporters and improving the chances that your release gets picked up and published.

The Importance of Writing Press Releases in AP Style

The Associated Press (AP) Stylebook has been the gold standard for journalistic writing since 1846. Updated annually, it provides consistent guidelines for grammar, spelling, punctuation, and language usage that journalists rely on daily. For small businesses targeting a national audience, mastering AP style isn’t just about looking professional—it’s about speaking the same language as the media professionals you’re trying to reach.

Why does this matter? Media outlets receive hundreds of press releases daily. When yours follows AP style, it demonstrates professionalism and credibility while making journalists’ jobs easier. They can quickly scan your release and, if interested, even use portions of it verbatim in their coverage without extensive editing. This increased efficiency dramatically improves your chances of getting media coverage.

The Most Important AP Style Fundamental for Press Releases – The Inverted Pyramid Structure

Before diving into specific style rules, it’s important to understand the structural approach that AP style embodies. The “inverted pyramid” structure places the most important information at the beginning of your press release, with supporting details following in descending order of importance.

This means your first paragraph should answer the five essential questions: who, what, when, where, and why. This approach ensures that even if journalists only read the first few paragraphs, they’ll still capture the essential news value of your announcement.

Anatomy of an AP-Style Press Release

A properly formatted AP-style press release follows a specific structure that journalists immediately recognize.

Header Elements

At the top of your press release:

• Center your business logo at the very top
• Place “FOR IMMEDIATE RELEASE” in all caps on the left side (or “EMBARGOED FOR RELEASE UNTIL [DATE AND TIME]” if applicable)
• Include contact information (name, phone, email) for your media contact

Headline and Subheadline Best Practices

Your headline should be concise, attention-grabbing, and in AP style:

• Use title case for headlines. This means capitalizing the first word, the last word and all major words in between.
• Aim for headlines under 80 characters for digital distribution
• Include a subheadline (also called a dek) that provides additional context if necessary
• Balance SEO keywords with natural language that follows AP style

AP Style Headline Capitalization Rules

AP style uses title case for press release headlines. That means capitalizing the first word, the last word, and all major words in between — regardless of their length.

Words that are not capitalized in AP style headlines (unless they are the first or last word):

• Articles: a, an, the
• Short conjunctions: and, but, or, nor, for, so, yet
• Short prepositions: in, on, at, by, to, up, as, of, off

Words that are always capitalized, even if short:

• Verbs, including short ones: Is, Are, Be, Do, Go
• Nouns and pronouns: He, She, It, We, They
• Adjectives and adverbs: New, Fast, Now, Well

Incorrect capitalization	Correct AP style capitalization
Company Launches a New Tool for small businesses	Company Launches a New Tool for Small Businesses
How to write a press release in ap style	How to Write a Press Release in AP Style
CEO named to Inc. list of fastest-growing companies	CEO Named to Inc. List of Fastest-Growing Companies
New software Is now available to download	New Software Is Now Available to Download

Subheadlines (also called deks) follow the same title case rules. Keep both headline and subheadline under 80 characters combined for optimal digital display. Avoid punctuation at the end of headlines unless a question mark or exclamation point is grammatically necessary — in practice, use neither.

Dateline Format

An AP style dateline is the city name, written in all caps, that opens the first paragraph of a press release, separated from the body text by a long dash. It tells readers where and, optionally, when the news originates. Getting the dateline right signals to journalists that the rest of your release was written with the same care.

Follow these rules for every dateline:

• Use all caps for the city name (CHICAGO, NEW YORK, PORTLAND).
• Add the state abbreviation if the city is not on the AP standalone list (PORTLAND, Ore. — not PORTLAND).
• Separate the dateline from the body text with a long dash and a single space on each side: CITY — Body text begins here.
• For the 30 major cities listed in the table below, no state name is needed — AP style recognizes them as unambiguous on their own.
• Include the date in the dateline only when it adds meaningful context to the news value of the release.

Examples:

NEW YORK — Company X today announced…

PORTLAND, Ore. — Company Y revealed…

MIAMI — The organization confirmed…

AP Style Cities That Stand Alone

The following 29 U.S. cities and Washington (D.C.) do not require a state name in AP datelines. Any city not on this list must include the abbreviated state name.

Cities that stand alone (no state required)
Atlanta	Minneapolis
Boston	New Orleans
Chicago	New York
Cincinnati	Oklahoma City
Cleveland	Philadelphia
Dallas	Phoenix
Denver	Pittsburgh
Detroit	Portland
Honolulu	Salt Lake City
Houston	San Antonio
Indianapolis	San Francisco
Las Vegas	Seattle
Los Angeles	St. Louis
Miami	Washington
Milwaukee

State abbreviations follow AP style — not the two-letter postal codes used by USPS. For example, Oregon is Ore., California is Calif., and Massachusetts is Mass. A full list of AP state abbreviations can be found here.

Lead Paragraph

The opening paragraph is critical:

• Answer who, what, when, where, and why in the first paragraph
• Keep it under 35 words if possible
• Lead with the news, not background information
• Avoid starting with phrases like “Today, the company announced…”

Body Content Organization

The remainder of your press release should:

• Follow the inverted pyramid structure (most important to least important)
• Keep paragraphs short (2-3 sentences)
• Use transition words between paragraphs for logical flow
• Include 400-500 words total (one page)

Quote Formatting and Attribution

Quotes add credibility and personality:

• Always attribute quotes to specific individuals with their full names and titles on first reference
• Use “said” rather than “says,” “stated,” or other alternatives
• Put the attribution after the quote: “We’re excited about this development,” said Jane Smith, CEO of Company X.
• Use only one attribution per quote

Boilerplate Section

The “About” section appears at the end:

• Title it “About [Company Name]”
• Keep it under 100 words
• Include founding date, mission, key achievements, and website URL
• Write in third person
• Use the same boilerplate consistently across all press releases

Media Contact Information

At the very bottom, include:

• “Media Contact:” followed by the contact person’s name
• Title of contact person
• Phone number with area code
• Email address
• Company website

End Mark

Traditionally, press releases end with ###, -END- or -30- centered on the page.

This symbol tells journalists they’ve reached the end of the release.

Example Press Release Template in AP Style

Below is an annotated example of a properly formatted AP style press release:

Key elements to note:

• Headline uses AP style capitalization (capitalizing the first word, the last word and all major words in between)
• Chicago doesn’t need state name in dateline (one of the 30 cities that stand alone)
• Numbers follow AP style (spelled out “three” but uses figures for “50,” “72 percent,” etc.)
• Months abbreviated properly (Sept.)
• Proper attribution for quote (person’s full name and title on first reference, “said” as the attribution verb)
• Boilerplate section kept to under 100 words
• Uses ### to mark the end of the press release

AP Style Format Example: Product Launch

The example below shows AP style applied to a product launch announcement. Compare it with the service launch example above to see how the same structural rules apply across different announcement types.

Key elements to note in this example:

• Dateline: San Francisco stands alone — no state name needed (it is on the AP standalone cities list above)
• Date format: “Oct. 1” — AP abbreviates October as Oct. when it appears with a specific date.
• Percentage: “61%” — not “61 percent” — per updated AP style guidance.
• Job title: “chief executive officer” is lowercase because it follows the name: “said Maria Reyes, chief executive officer.”
• Numbers: “three core modules” (below 10, spelled out); “12-month,” “61%,” “38%,” “800,” “$1,200,” “$500,000” all use figures as required.
• Attribution: “said Maria Reyes” — past tense, name before title, placed after the quote.

See more specific AP Style rules here.

AP Style for Digital Press Releases

While traditional AP style was developed for print, digital press releases require some adaptations:

Balancing SEO Needs with AP Style Requirements

Strategic keyword placement is essential for digital visibility:

• Include primary keywords in headline and first paragraph
• Use secondary keywords throughout but avoid keyword stuffing
• Maintain AP style even while incorporating keywords
• Consider using keywords in subheadings where appropriate

Hyperlinking Guidelines

AP style for hyperlinks:

• Hyperlink text should make sense out of context
• Don’t hyperlink entire paragraphs
• Avoid phrases like “click here”
• Don’t hyperlink the company name in the boilerplate section

Formatting for Email Distribution

When sending press releases via email:

• Include the release in the body of the email, not just as an attachment
• Use plain text or limited HTML formatting
• Create a compelling subject line that includes your company name
• Don’t use all caps or excessive punctuation in the subject line

AP Style for Multimedia Elements

When including multimedia assets:

• Provide captions for all images following AP style (brief, factual descriptions)
• Include photo credits where appropriate
• Don’t embed videos directly in email releases; instead, provide links
• Offer a downloadable press kit with high-resolution images

Mobile Optimization

With journalists and readers increasingly consuming content on mobile devices, ensuring your AP style press releases remain properly formatted for mobile viewing is essential:

Text Formatting for Mobile

• Shorter Paragraphs: Limit paragraphs to 2-3 sentences maximum for better readability on small screens
• Bulleted Lists: Use bulleted lists for key points, which are more mobile-friendly than dense paragraphs
• Subheadings: Incorporate brief subheadings to break up text and improve scannability
• White Space: Increase white space between elements to improve mobile readability

Technical Considerations

• Responsive Design: When distributing via email, use responsive email templates that adapt to screen size
• File Size: Keep any attached images under 1MB to ensure quick loading on mobile devices
• Plain Text Alternative: Always include a plain text version alongside HTML for email distribution
• Link Formatting: Make sure hyperlinks have sufficient space around them to prevent “fat finger” mis-clicks

Mobile-Friendly Multimedia

• Image Dimensions: Optimize images to display properly on mobile (800px width maximum)
• Alt Text: Include AP style descriptions as alt text for all images
• Video Links: Instead of embedding videos, provide links to mobile-friendly platforms
• Infographics: Create mobile-specific versions of infographics with larger text and simpler layouts

Testing

• Device Testing: Preview your press release on multiple devices before distribution
• Email Client Testing: Check formatting across major email clients used by journalists
• Download Speed: Test download time for any attachments on typical mobile connections

Incorporating SEO into AP Style Press Releases

One important strategic advantage of press releases is their tendency to improve your search engine ranking (SEO.) Balancing search engine optimization with AP style requirements requires strategic integration of keywords while maintaining journalistic standards:

Headline Optimization

AP Style Only:
Company launches new software platform

AP Style with SEO:
Company launches new AI-powered inventory management software

The SEO version incorporates specific keywords (AI-powered, inventory management) while maintaining AP style capitalization rules.

Lead Paragraph Optimization

AP Style Only:
NEW YORK — A technology company released a new platform today aimed at helping businesses improve operations.

AP Style with SEO:
NEW YORK — XYZ Technology released its new cloud-based inventory management software today, designed to help small businesses reduce stockouts and overstock situations.

The SEO version naturally incorporates target keywords (cloud-based inventory management, small businesses, stockouts) while maintaining the essential AP style elements.

Boilerplate Optimization

AP Style Only:
About Company X:
Company X provides software solutions for businesses. The company was founded in 2020 and is based in New York.

AP Style with SEO:
About XYZ Technology:
XYZ Technology develops cloud-based inventory management software for small and medium-sized retailers. Founded in 2020 and headquartered in New York, the company helps more than 500 retailers optimize their inventory processes and reduce operational costs. Learn more at xyztechnology.com.

The SEO version naturally incorporates target keywords and phrases throughout while maintaining AP style formatting.

Balancing SEO and AP Style Tips

• Place primary keywords in the headline and first paragraph without forcing them
• Use secondary keywords in subsequent paragraphs where they fit naturally
• Maintain proper AP style for numbers, dates, and titles even when incorporating keywords
• Use industry-specific terms that journalists and searchers would both recognize
• Avoid keyword stuffing, which violates both SEO best practices and AP style’s emphasis on clear writing

The 10 Most Common AP Style Mistakes in Press Releases

Even careful writers make predictable errors when adapting AP style for press releases. Here are the ten mistakes journalists notice most — and how to fix them.

1. Writing out “percent” instead of using the % symbol.

AP style updated its guidance on this in 2019. Use the % symbol in all cases except at the start of a sentence. Correct: “Sales increased 14% year over year.” Incorrect: “Sales increased 14 percent year over year.”

2. Using ordinal indicators with dates.

AP style never uses 1st, 2nd, 3rd, or 4th with dates. Write “The event takes place Jan. 15” — not “January 15th.” The month abbreviation rules also catch many writers off guard: only Jan., Feb., Aug., Sept., Oct., Nov., and Dec. are abbreviated. March, April, May, June, and July are always spelled out.

3. Capitalizing job titles that follow a name.

Capitalize titles only when they directly precede a full name: “Chief Executive Officer Jane Smith announced…” But lowercase when the title follows the name or stands alone: “Jane Smith, chief executive officer, announced…” or “The chief executive officer said…” This rule trips up nearly every first-time press release writer.

4. Using “says” instead of “said” in quote attribution.

AP style uses past tense for attribution. Write “said Jane Smith” — not “says Jane Smith,” “stated,” “noted,” “explained,” or “exclaimed.” The word “said” is invisible to readers in a way that fancier attribution verbs are not, which is exactly why AP style insists on it.

5. Spelling out numbers 10 and above.

Spell out one through nine; use figures for 10 and above. However, always use figures — regardless of size — for ages, percentages, dimensions, temperatures, speeds, monetary amounts, and addresses. A sentence like “The five-year-old company employs 12 people across three offices” is fully correct AP style.

6. Using the Oxford comma.

AP style omits the serial comma (the comma before “and” or “or” in a list) unless it is needed to prevent confusion. Write “The company offers services in marketing, social media and web design” — not “marketing, social media, and web design.” The exception: use the Oxford comma when omitting it creates genuine ambiguity.

7. Abbreviating state names incorrectly.

AP uses its own state abbreviations — not the two-letter USPS postal codes. California is Calif., not CA. Texas is Texas (never abbreviated). Florida is Fla., not FL. These are distinct from postal codes, and journalists will notice the difference immediately.

8. Starting the lead with the company name.

A dateline-style press release should open with the news, not the company. “CHICAGO — Acme Corp. today announced…” buries the news behind the brand. Stronger: “CHICAGO — A new cloud accounting tool designed for sole proprietors launches today…” Lead with what happened; attribute it in the second or third sentence.

9. Writing the boilerplate in first person.

The “About [Company]” section should always be written in the third person. Avoid “We are a digital marketing agency.” Write instead: “Acme is a digital marketing agency founded in 2012.” Journalists may lift boilerplate language directly, and first-person language sounds odd in a news context.

10. Forgetting the end mark.

Every press release ends with ### centered on its own line. This is not decorative — it is a signal to journalists (and wire services) that the release is complete and that nothing was cut off in transmission. Omitting it looks amateurish to anyone who has read a press release before.

Press Release Best Practices for 2026

AP style rules are the foundation of an effective press release, but following them alone does not guarantee coverage. These best practices reflect both journalistic standards and how press releases are distributed and discovered in 2026.

Before You Write

• Determine whether your news is genuinely newsworthy. Ask: Would a journalist covering your industry care about this if they heard about it from someone other than your company? If the honest answer is no, consider whether a blog post or social update is a better fit than a press release.
• Identify your target audience before writing. A release for a trade publication requires different framing than one aimed at the general business press.
• Choose one angle and build the release around it. Trying to announce multiple things in one release dilutes both the news value and the SEO focus.

Writing the Release

• Lead with the most important information. Journalists scan releases in seconds — if the news is not in the first sentence, many will not find it.
• Write the headline last. Once the body is complete, you will have a clearer sense of the single strongest angle.
• Use one quote per release, with a maximum of two. Quotes should add perspective that the body copy cannot — not restate facts that are already there.
• Keep the release to 400-600 words. Longer releases are read less frequently and are harder to repurpose for news coverage.
• Use active voice. Passive constructions slow down the read and are more likely to be rewritten or cut by a journalist on deadline.

Distribution and Timing

• Send press releases on Tuesday, Wednesday, or Thursday, between 10 a.m. and 2 p.m. in the target journalist’s time zone. Mondays and Fridays see lower pickup rates, and releases sent after 3 p.m. are more likely to be missed before the end of the day.
• Embargo releases strategically. If you need to give journalists lead time, an embargo can be appropriate, but set a specific embargo lift time and honor it exactly.
• Follow up once, not repeatedly. A single follow-up email 48 to 72 hours after distribution is professional; multiple follow-ups damage the relationship.

SEO and Digital Visibility

• Place your primary keyword naturally in the headline and the first paragraph. Do not force it. If it reads awkwardly, rewrite the sentence.
• Include at least one internal link to a related resource on your website. This supports both SEO and the journalist’s ability to learn more about your company.
• Add alt text to any images distributed with the release. Image search drives meaningful referral traffic, and AP style image captions make good alt text with minor adaptation.
• Update evergreen press release content — like this page — when guidance changes. Stale examples and outdated rules reduce credibility with journalists and search engines alike.

General Questions

Formatting and Structure

Common AP Style Questions for Press Releases

Digital Considerations

Industry-Specific Questions

Working with eReleases

Professional Press Release Distribution with eReleases

Creating an AP-style press release is only half the battle—the other half is getting it into the right hands.

Why Professional Distribution Matters

Even the most perfectly formatted press release won’t generate coverage if it doesn’t reach the right journalists. eReleases solves this problem by:

• Targeting industry-specific journalists who cover your niche
• Providing access to premium distribution networks typically only available to large corporations
• Offering placement on major news sites and industry publications
• Including guaranteed distribution through PR Newswire, reaching thousands of newsrooms

How eReleases Maximizes Your AP-Style Press Release

eReleases ensures your carefully crafted press release achieves maximum impact:

• Expert editors review your release to confirm AP style compliance
• Strategic distribution to relevant journalists based on your industry and target market
• Detailed reports showing who received and engaged with your release
• Syndication across online news platforms to boost SEO and visibility

Special Offer for Small Businesses

Get your AP-style press release in front of the right journalists with eReleases’ small business package:

• Professional distribution to targeted media lists
• AP style review and editing assistance
• Guaranteed placement on major news sites
• Comprehensive reporting on your release’s performance

Take the Next Step

Visit eReleases.com today to ensure your AP-style press release gets maximum visibility with the journalists who matter to your business. With eReleases, your small business can achieve the media coverage it deserves.