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A well-crafted press release can be the difference between landing major media coverage and watching your announcement disappear into journalists’ overflowing inboxes. Studies show that journalists receive dozens of press releases daily, yet only a small fraction make it to publication. The secret? Understanding exactly what to include—and what to leave out.
Whether you’re announcing a product launch, company milestone, or major event, every effective press release follows a proven structure. This guide breaks down the 10 essential components that will help your press release stand out and secure the media attention your news deserves. Looking for more inspiration? Browse through 10 press release examples organized by industry and type to see these principles in action.
The 10 Essential Components to Include in Every Press Release
1. Attention-Grabbing Headline
Your headline is your first—and sometimes only—chance to capture a journalist’s attention. A compelling headline should be concise, informative, and include relevant keywords for SEO purposes.
Best practices for headlines:
- Keep it under 10 words when possible
- Use action verbs to convey energy and movement
- Include your main keyword naturally
- State the news clearly without being overly clever
- Avoid clickbait or misleading language
Example: “TechCorp Launches AI-Powered Platform to Streamline Remote Work for Small Businesses”
This headline clearly states who (TechCorp), what (launches AI platform), and why it matters (streamlines remote work for small businesses).
2. Dateline
The dateline appears at the start of your press release and includes two critical pieces of information: when the release can be published and where your company is based.
Standard format: CITY, State – Month Day, Year
Most press releases include “FOR IMMEDIATE RELEASE” at the top, indicating journalists can publish the information immediately. Alternatively, if you need coverage to wait until a specific date, use an embargo: “EMBARGOED UNTIL [Date and Time].” Learn more about proper press release formatting to ensure your release meets industry standards.
Example: “FOR IMMEDIATE RELEASE – San Francisco, CA – October 15, 2025”
3. Strong Lead Paragraph
Your opening paragraph (lead paragraph) must answer the five W’s: Who, What, When, Where, and Why. Journalists should be able to understand your entire story from this single paragraph without reading further.
Think of the lead as your elevator pitch. In 2-3 sentences, convey the most newsworthy information in a way that makes reporters want to keep reading. The lead should focus on how your news impacts people outside your organization—that’s what makes it newsworthy.
Example lead: “Acme Corporation, a leading provider of sustainable packaging solutions, today announced a $50 million Series B funding round led by GreenTech Ventures. The investment will accelerate the company’s expansion into European markets and fund the development of biodegradable packaging alternatives that could reduce plastic waste by 40% in the food service industry.”
4. Body Paragraphs
The body of your press release expands on the information in your lead using the inverted pyramid structure—presenting information in descending order of importance. This approach ensures that even if a journalist only skims your release, they’ll catch the most critical details first.
Your body should include:
- Supporting facts and statistics that validate your news
- Context about why this announcement matters now
- Background information that helps journalists understand the bigger picture
- Specific details like pricing, availability, or event logistics
Keep it concise: Aim for 300-400 words total for your body paragraphs. Use short paragraphs of 3-4 sentences each for easy scanning. Most importantly, avoid promotional language. Your press release should inform, not advertise. Facts speak louder than superlatives like “revolutionary” or “game-changing.”
5. Compelling Quotes
Every press release needs at least one quote from a relevant stakeholder—typically your CEO, founder, or project lead. Quotes add a human element and provide journalists with ready-made soundbites they can use in their coverage.
What makes a good quote:
- Conversational language, not corporate jargon
- Opinion or insight, not just facts (facts belong in the body)
- Explains why the news matters or what inspired it
- 2-4 sentences in length
Weak quote: “We’re excited to launch this new product and believe it will be very successful.”
Strong quote: “Small businesses told us they were drowning in disconnected tools and spending hours on tasks that should take minutes. This platform brings everything into one intuitive workspace, giving entrepreneurs back their most valuable resource: time,” said Jane Smith, CEO of TechCorp.
Include 1-2 quotes maximum. If announcing a partnership, consider including a quote from both organizations.
6. Multimedia Elements
Press releases that include visual elements are 45% more likely to be picked up by media outlets. Journalists need compelling visuals to accompany their stories, and providing these assets upfront makes their job easier.
Include when possible:
- High-resolution images (300 DPI minimum)
- Product photos or executive headshots
- Infographics that visualize data or statistics
- Short videos (especially effective for product launches or events)
Link to a media kit or folder where journalists can download these assets in various formats and resolutions.
7. Boilerplate
The boilerplate is your standard “About Us” section that appears at the end of every press release. It provides journalists with context about your company without cluttering the main announcement.
Your boilerplate should include:
- Company name and what you do
- Founding date or key milestone
- Mission or value proposition
- Notable achievements or credentials
Keep it to 2-3 sentences and update it periodically to reflect your company’s growth.
Example: “About Acme Corporation: Founded in 2018, Acme Corporation develops sustainable packaging solutions for the food service industry. The company’s innovative materials have helped over 5,000 restaurants and catering businesses reduce their environmental impact while maintaining product quality. Acme is headquartered in Seattle, Washington.”
For more guidance on crafting the perfect boilerplate, explore our collection of press release examples organized by industry and type.
8. Contact Information
Make it easy for journalists to follow up with questions or interview requests. Include a dedicated PR contact separate from your boilerplate.
Essential contact details:
- Full name and title
- Direct email address
- Phone number (including mobile if available)
- Company website
Optional additions:
- Link to full media kit
- Social media handles
- Best times to reach you
Place this information prominently at the top or bottom of your release.
9. Call-to-Action
Every press release should guide readers toward a next step. Your call-to-action (CTA) might direct journalists to your website for more information, or it might provide a registration link for an upcoming event.
Effective CTAs are:
- Specific and actionable
- Relevant to your announcement
- Easy to find and click
Examples:
- “To learn more about the new platform, visit www.techcorp.com/product”
- “Register for the conference at www.industry-summit.com”
- “Download the full research report at www.company.com/research”
Keep your CTA brief—one sentence is usually sufficient.
10. Closing Symbol
Traditional press releases end with a symbol that signals to journalists they’ve reached the end of the content. While this convention dates back to telegraph days, many PR professionals still use it out of respect for tradition and clarity.
Common closing symbols:
- ### (three pound signs)
- -30- (journalism tradition)
- -END-
Place your chosen symbol centered on its own line after your boilerplate and contact information.
Quick Guide: What to Include for Different Types of Press Releases
While all press releases share the same core structure, certain announcements benefit from specific additional elements:
Product Launch: Include detailed product specifications, pricing information, availability dates, and multiple high-quality product images from different angles. Check out our guide on writing a product launch press release for templates and examples.
Event Announcement: Provide complete details, including date, time, venue address, ticket prices, registration links, and information about keynote speakers or special guests. Learn how to write an effective event press release with proven templates.
Company News: When announcing executive hires, promotions, or partnerships, include background information on key players, their relevant experience, and what they bring to the role or collaboration. See examples in our new hire press release guide.
Awards and Recognition: Explain the award’s significance, selection criteria, and what sets your company apart from other candidates. Include industry context to demonstrate why this achievement matters. See examples of award press releases.
5 Common Mistakes to Avoid
Even experienced communicators can fall into these traps:
1. Being too promotional: Your press release should read like news, not an advertisement. If every sentence sounds like marketing copy, journalists will delete it immediately.
2. Burying the lead: Don’t save your most important information for the third paragraph. Lead with your strongest, most newsworthy angle.
3. Poor formatting and typos: Grammatical errors and inconsistent formatting signal unprofessionalism. Always proofread multiple times, and consider having a colleague review before distribution. If writing isn’t your strength, consider using professional press release writing services to ensure quality.
4. Missing or weak quotes: Generic quotes add no value. If your quote could apply to any company or product, rewrite it to be more specific and insightful.
5. Exceeding 600 words: Respect journalists’ time. If you can’t tell your story in 400-600 words, you’re including information that isn’t essential.
Frequently Asked Questions
How long should a press release be?
A press release should be 400-600 words maximum, fitting on one to two pages. Journalists receive dozens of releases daily and need to scan them quickly. Every word should serve a purpose. If your announcement requires more space to explain technical details, include a link to a full white paper or report rather than expanding your press release length.
What are the 5 W’s in a press release?
The 5 W’s are Who, What, When, Where, and Why. Your lead paragraph should answer all five: Who is making the announcement? What is being announced? When is it happening or when was it decided? Where is it taking place or relevant? Why does it matter? These questions form the foundation of newsworthy content and help journalists quickly assess whether your story fits their coverage areas.
Do I need to include quotes in every press release?
Yes, at least one quote from a relevant stakeholder adds credibility and humanity to your announcement. Quotes provide perspective that goes beyond facts—they explain motivations, express enthusiasm, or offer expert insight. Choose your most articulate spokesperson, whether that’s your CEO, project lead, or department head. For partnership announcements, include quotes from both organizations to show alignment and mutual benefit.
What is a boilerplate in a press release?
A boilerplate is the standard company description that appears at the end of every press release, usually 2-3 sentences explaining what your organization does, when it was founded, and key achievements. Think of it as your company’s “About Us” section condensed to its essence. The boilerplate remains largely consistent across all your press releases, though you should update it periodically as your company grows or achieves new milestones.
Should I include images or multimedia in my press release?
Yes, press releases with visual elements are approximately 45% more likely to be picked up by media outlets. Journalists need compelling visuals to accompany their stories, and providing high-quality images, infographics, or videos makes their job easier. Always include at least one high-resolution image (300 DPI minimum) when possible. For product launches, include multiple angles. For announcements about people, include professional headshots. Host these assets in an easily accessible location and provide download links in your press release.
What to Include in Every Press Release
Mastering what to include in a press release comes down to understanding two fundamental principles: the inverted pyramid structure and the 5 W’s. Lead with your most newsworthy information, present facts in descending order of importance, and always answer who, what, when, where, and why in your opening paragraph.
By incorporating these 10 essential components—from your attention-grabbing headline to your closing symbol—you’ll create press releases that journalists actually want to read and publish. Remember, your goal isn’t to advertise; it’s to provide genuinely newsworthy information in a format that makes journalists’ lives easier.
Start implementing these guidelines in your next press release, and watch your media coverage improve. The difference between a press release that gets ignored and one that generates buzz often comes down to following these proven best practices. For expert assistance with press release distribution to journalists, consider partnering with a service that specializes in getting your news in front of the right media contacts.
Get Your Press Release in Front of Real Journalists
Now that you know what to include in a press release, the next critical step is getting it distributed to the right people. eReleases has been helping small businesses, startups, and organizations gain media attention since 1998.
As the only press release distribution service with an exclusive partnership with PR Newswire, eReleases provides custom national distribution to Cision’s PR Newswire, the leading press release newswire which distributes them to over 1.7 million journalists, bloggers, and influencers—all at affordable small-business pricing starting at just $399.
Every release includes professional editing by experienced journalists, targeted distribution to your industry, and comprehensive WireWatch™ reporting showing exactly where your release appears online. Whether you need help writing your press release or simply want expert distribution through PR Newswire, eReleases makes professional PR accessible. Explore eReleases’ distribution packages and take advantage of our 30% first-time customer discount today.