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What Should a Press Release Look Like?
A press release is a one-page, approximately 600-word document that is concise, and to the point. They typically include the company logo, contact information, and relevant details about the news being shared.
Essential Elements of a Professional Press Release
A well-formatted press release should include these key components in the following order:
- Company Logo/Letterhead – Positioned at the top if you are physically mailing the press release. If you are submitting through a press release distribution company they will take care of this for you if you provide a logo
- “FOR IMMEDIATE RELEASE” – Unless embargoed for later publication
- Compelling Headline – Clear, concise, and newsworthy
- Dateline – City, State, Date
- Lead Paragraph – Answers who, what, when, where, why
- Body Paragraphs – 2-4 paragraphs with supporting details
- Quotations – 1-2 sentences of quotations from a company spokesperson or manager (these are usually interwoven into the body paragraphs)
- Boilerplate – Brief company description
- Contact Information – Name, phone, email of media contact
- End Notation – Typically “###” or “-30-” centered at bottom
Let’s expand on each of the above in more detail:
Standard Press Release Format
A press release follows a fixed structure that the journalism industry has used for decades. Every element has a specific purpose and a specific position — deviating from the standard format signals to editors that the writer is unfamiliar with how newsrooms work.
The standard press release format, in order from top to bottom:
- 1. Release notation: Appears at the very top of the page in all caps: FOR IMMEDIATE RELEASE. If the news is embargoed, replace this with EMBARGOED UNTIL [DATE] [TIME] [TIME ZONE].
- 2. Headline: Centered, bolded, written in title case. One line if possible, never more than two. The headline should identify the specific news — who did what, or what happened — in 65–80 characters.
- 3. Subheadline: (optional) A single line of supporting context beneath the headline, usually italicized. Use it when the headline alone doesn’t fully convey the significance of the news.
- 4. Dateline: The opening of the first paragraph: CITY, State, Month Day, Year — followed immediately by the first sentence of the lead. Example: AUSTIN, Texas, June 15, 2025 —
- 5. Lead paragraph: The most important paragraph in the release. It must answer all five W’s — who, what, when, where, and why — in 3–5 sentences. If a journalist only reads this paragraph, they should have everything they need to decide whether the story is worth pursuing.
- 6. Body paragraphs: Two to three paragraphs expanding on the lead. Follow the inverted pyramid structure — most important details first, background and context last. Include at least one quote from a company executive or relevant authority, attributed with full name and title.
- 7. Boilerplate: A standardized 3–5 sentence paragraph beginning with “About [Company Name]” that describes your organization. It stays the same across every release you send.
- 8. Contact information: The full name, title, phone number, and email address of the media contact. Some organizations place contact information at the bottom instead — either is acceptable, but placing it at the top means a journalist never has to search for it.
- 9. End notation: Three hash marks (###) or “-30-” centered on the page on their own line. Signals to the editor that the release is complete.
Formatting specifications at a glance:
| Element | Specification |
| Length | 300–600 words, one page |
| Font | Times New Roman, Arial, or Calibri |
| Font size | 12pt body, 14pt headline |
| Spacing | Single-spaced, blank line between paragraphs |
| Margins | 1 inch on all sides |
| Alignment | Left-aligned body; headline centered |
| File format | PDF or .docx for attachments; plain text for email body |
Sample Press Release
Below is an example of a correctly formatted press release. A news release following this structure is ready to submit to a wire service or pitch directly to journalists.
| FOR IMMEDIATE RELEASE Greenfield Technologies Launches Free Energy Monitoring App for U.S. Homeowners New app gives households real-time visibility into electricity usage and projected monthly costs AUSTIN, Texas, June 15, 2025 — Greenfield Technologies, an Austin-based clean energy software company, today launched PowerTrack, a free mobile app that lets homeowners monitor their real-time electricity consumption and receive personalized recommendations to reduce their utility bills. The app is available immediately on iOS and Android and requires no additional hardware beyond a smartphone. PowerTrack connects directly to a home’s smart meter through participating utility providers and displays live energy data in a dashboard accessible from any device. Users receive automated alerts when usage exceeds a set threshold and can view a projected monthly bill that updates throughout the billing cycle. The company says early beta users reduced their electricity costs by an average of 18% in the first 60 days. “Most homeowners have no idea how much energy their home is using until the bill arrives — by then it’s too late to do anything about it,” said James Ortega, CEO of Greenfield Technologies. “PowerTrack gives people the information they need in real time, so they can make small changes that add up to real savings.” PowerTrack is currently compatible with smart meters from 47 utility providers across 22 states, with additional integrations planned for Q3 2026. A premium tier offering deeper analytics and multi-property monitoring will be available for $4.99 per month beginning in August. The free version carries no usage limits and will remain free permanently. The app is available for download at greenfieldtech.com/powertrack. About Greenfield Technologies: Founded in 2018, Greenfield Technologies develops energy management software for residential and commercial customers across the United States. The company’s products are used by more than 200,000 households and 3,000 businesses in 38 states. Greenfield Technologies has been recognized on the Inc. 5000 list of fastest-growing private companies for three consecutive years. For more information, visit greenfieldtech.com. Media Contact: Sarah Mitchell Director of Communications, Greenfield Technologies |
A few things to notice in that example: the headline is specific and factual, naming the company, the product, and the audience in one line. The lead paragraph answers all five W’s without using the word “excited” or any other promotional language. The quote adds a point of view rather than restating the announcement. The boilerplate is exactly four sentences and ends with the website URL. The whole release is 387 words.
Remember these key formatting guidelines:
- Keep it to one page when possible
- Use standard margins and spacing
- Write in clear, concise language
- Include the ### or -30- to indicate the end of the release
- Proofread carefully for accuracy and proper grammar
Press Release Distribution Best Practices
Once your perfectly formatted press release is ready, follow these distribution guidelines:
- Personalized Pitches: When sending directly to journalists, customize your email subject line and introduction
- Timing: Send between Tuesday and Thursday, preferably in the morning (9-11 AM)
- Follow-up: Wait 2-3 days before following up if you don’t receive a response
- Wire Services: Consider using eReleases.com for wider distribution
- Online Newsroom: Post the release on your company website
- Social Media: Share across relevant platforms with appropriate hashtags
Common Press Release Formatting Mistakes to Avoid
- Excessive Length – Keep your press release between 300-500 words
- Missing Contact Information – Always include complete contact details
- Burying the Lead – Put the most important information first
- Promotional Language – Maintain a professional, journalistic tone
- Poor Formatting – Follow standard press release structure
FAQ: What Should a Press Release Look Like?
How long should a press release be?
A standard press release should be 300–600 words, or roughly one page. Anything longer risks losing a journalist’s attention. Editors receive dozens of releases daily and will move on quickly if the core news isn’t clear within the first few paragraphs. If your announcement genuinely requires more detail, keep the release itself to one page and link to a separate backgrounder, fact sheet, or product page for additional context. For digital press releases distributed via wire services, one page is still the ideal length, even though there is technically no page limit.
Should I include images in my press release?
While the traditional printed press release is text-only, modern digital press releases benefit from including at least one high-quality image: typically a company logo, product photo, or headshot of the quoted executive. Images increase the likelihood that journalists will engage with your release and give publications something to run alongside a story without having to request assets separately. If you include images, make sure they are at least 300 DPI for print use, clearly labeled with captions, and available in a standard format like JPEG or PNG. Avoid stock photography: original, specific imagery is far more useful to an editor.
What font should I use for my press release?
Use a professional, easy-to-read font such as Times New Roman, Arial, Georgia, or Calibri in 11 or 12 point size. Body text should be single-spaced with one blank line between paragraphs. The headline can be bolded and slightly larger; 14-point is common, but the rest of the document should be uniform. Avoid decorative or condensed typefaces, and never go below 10 point. For press releases submitted as email attachments, a PDF or Word document in Times New Roman 12pt is the industry default. For releases sent directly in the body of an email, Arial or Calibri 11pt tends to render most reliably across email clients.
What should a press release headline include?
A press release headline should identify the specific news in plain language: who did what, or what happened. It should be 65–80 characters long, written in title case, and strong enough to stand alone without a subheadline. The best headlines are specific and factual rather than clever or vague: “ABC Company Launches Free Financial Planning Tool for Small Businesses” outperforms “ABC Company Announces Exciting New Product.” Include your primary keyword naturally if it fits, but prioritize clarity over optimization. A subheadline directly below the main headline is optional, but useful when the news requires a second line of context to make sense.
How do you write a quote for a press release?
Press release quotes should add perspective, not just repeat facts. A quote like “We are excited to announce this product” says nothing a journalist can use. A stronger quote gives a point of view, explains significance, or conveys a human reaction: “This tool addresses a problem we’ve heard from thousands of small business owners over the past decade,” said [Name], [Title]. Quotes should be attributed to a specific person with their full name and title, placed in the body paragraphs rather than at the end, and written to sound like something a real person would say. Two quotes per release is generally the maximum: one from a company executive and, if relevant, one from a customer, partner, or industry expert.
What is a press release letterhead?
Press release letterhead is the company branding; typically, a logo, company name, address, and contact information that appears at the top of a physically printed or mailed press release. It serves the same purpose as letterhead on any formal business document: it immediately identifies the source and adds credibility. If you are distributing your press release through a wire service or press release distribution company, they will typically handle branding presentation on your behalf as long as you provide a logo. For press releases emailed directly to journalists, the letterhead is usually simplified to a logo at the top of the document with contact information at the bottom.
When is the best time to send a press release?
Tuesday, Wednesday, and Thursday mornings between 9 and 11 AM in the recipient’s local time zone are generally the most effective times to send press releases directly to journalists. Mondays tend to be crowded with backlog from the weekend, and Fridays see lower engagement as newsrooms wind down. Avoid sending on or immediately before major holidays. If you are distributing via a wire service for broad pickup, morning releases on Tuesday through Thursday also perform best for same-day coverage. For embargoed releases, send at least 48–72 hours before the embargo lifts to give journalists time to prepare their stories.
Does a press release need to be on the company letterhead?
No, a press release does not need to be on formal company letterhead, and most modern press releases are not. What matters is that the release is clearly identified: include your company name or logo at the top, complete contact information for the media spokesperson, and a boilerplate at the bottom describing your organization. If you are mailing a physical press release, using branded letterhead adds a professional touch. If you are submitting through a press release distribution service or emailing directly to journalists, a clean header with your logo and contact details is sufficient. The content and newsworthiness of the release will always matter more to an editor than the stationery.
What does ### mean at the end of a press release?
The ### symbol, three hash marks centered on the page, signals to journalists and editors that the press release has ended. It originated in wire service journalism to prevent confusion about whether additional pages were missing. The traditional alternative is “-30-“, which carries the same meaning. Always place one of these notations on its own line after your final paragraph.
What is the difference between a press release and a news release?
A press release and a news release are essentially the same thing. The two terms are used virtually interchangeably across the industry. “Press release” is the more widely used term in the United States, while “news release” is common in broadcasting and some international markets. The format, structure, and distribution process are identical regardless of which term you use.
What is a dateline in a press release?
The dateline is the line at the beginning of your lead paragraph that identifies the originating city, state, and release date. It follows the format: CITY, State, Month Day, Year — and is immediately followed by a dash and the first sentence of your lead paragraph. For example: NEW YORK, June 15, 2025 — ABC Company today announced…
What is the inverted pyramid style in press releases?
The inverted pyramid is a journalistic writing structure in which the most important information comes first, with supporting details following in descending order of importance. In a press release, this means your lead paragraph answers who, what, when, where, and why, and each subsequent paragraph adds context, quotes, and background. The structure mirrors how journalists write news stories, which makes your release easier for editors to cut from the bottom up without losing the core message.
How many paragraphs should a press release have?
A standard press release contains 4–6 paragraphs: a lead paragraph, 2–3 body paragraphs, a quote paragraph, and a closing boilerplate. The total length should be 300–600 words, or roughly one page. Anything longer risks losing a journalist’s attention. If your announcement requires more detail, consider linking to a backgrounder document rather than extending the release itself.
How should I distribute my press release?
Press releases can be distributed through:
– Press release distribution services (eReleases.com)
– Wire services (PR Newswire, Business Wire)
– Direct emails to relevant journalists
– Company website/newsroom
– Social media channels
Generate Media Attention Through Press Release Distribution
Press releases are a great tool to generate positive media and combat any negative PR. By following the outline of a press release sample you can easily generate high-quality press releases to distribute to news networks.
Once you are confident in your ability to write concise press releases, it’s just a matter of distribution to get your business media hits. Connect with us at eReleases to get started distributing your press releases.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn