A well-formatted professional press release can be the difference between your news getting picked up by media outlets or being overlooked. Proper structure, clear language, and attention to detail are crucial to presenting your message effectively. In this guide, we’ll walk through the key elements of formatting a professional press release to ensure your news stands out.
Begin with the Basics
Include Your Contact Information
Before diving into the body of the press release, it’s important to start with the essentials. Place your contact information at the top of the page, ensuring that media outlets can easily reach you for further inquiries. Your name, phone number, and email address should all be clearly listed.
Add the Release Date
Next, specify whether the press release is “For Immediate Release” or if it should be published at a later date. If you want the media to hold off on releasing the information until a certain time, indicate this with a clear embargo date, such as “Embargoed Until [Date].”
Create a Strong Headline
Capture Attention with a Powerful Headline
The headline of your professional press release is your first chance to grab attention. Make sure it’s concise, informative, and catchy. Your headline should summarize the key point of your news while drawing readers in. Keep it under 10 words, and use active voice to create urgency or interest.
Use a Subheadline (Optional)
If you need to provide more context, add a subheadline directly under the main headline. This can expand on the primary message or highlight a key aspect of the news. However, it should remain brief and to the point.
Write an Engaging Lead
Answer the Key Questions
In the first paragraph, or lead, answer the essential questions of who, what, when, where, and why. This paragraph sets the tone for the entire press release and should provide a clear overview of the announcement. Journalists often scan this section first, so ensure it’s concise and attention-grabbing.
Keep It Concise
A professional press release is typically one page long, about 400-600 words. Your lead should be around 2-3 sentences and give readers a clear idea of what the news is about.
Structure the Body for Clarity
Present the Main Details
The body of your professional press release expands on the details mentioned in the lead. Use short paragraphs to cover the most important information first, following the inverted pyramid structure, where the most critical details appear at the top. This structure helps journalists quickly find the information they need.
Add Relevant Quotes
Incorporating quotes from key individuals, such as company executives or subject-matter experts, can add credibility and humanize the news. Use quotes to offer insight into the significance of the announcement. Be sure the quotes are relevant and directly support the core message.
Use Bullet Points or Lists (If Necessary)
If your press release includes statistics, product features, or event details, consider using bullet points to present this information clearly. Bullet points make it easier for readers to digest complex data quickly and efficiently.
End with a Boilerplate
Summarize Your Organization
A professional press release often concludes with a boilerplate, a brief description of your organization. The boilerplate provides context and background information, typically 2-3 sentences long, that explains what your company does. This section should remain consistent across all of your press releases to reinforce brand identity.
Include a Call to Action
If relevant, end with a call to action. For example, if you’re announcing a product launch, you might direct readers to your website for more details. Calls to action can help drive engagement and direct your audience to take the next step.
Final Touches: Formatting and Contact Details
Proofread and Edit
Before distributing your professional press release, proofread it thoroughly. Check for any grammar mistakes, typos, or unclear sentences. A polished, error-free release not only looks professional but also increases the likelihood of media coverage.
Contact Information Again
At the very end of the press release, repeat your contact information. This ensures that even if someone skips to the end, they can still reach you for follow-up questions.
Conclusion
Formatting a professional press release requires attention to structure, clarity, and detail. Start with the essentials—contact information and a clear headline—then craft an engaging lead that summarizes your news. Use the body to expand on the details with relevant quotes, and end with a strong boilerplate and call to action. Following these steps ensures your professional press release is easy to read, informative, and ready for media coverage. By focusing on clear, concise formatting, you’ll boost your chances of getting your news in front of the right audience.
