{"id":16411,"date":"2021-05-18T09:00:04","date_gmt":"2021-05-18T09:00:04","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=16411"},"modified":"2024-06-26T12:42:31","modified_gmt":"2024-06-26T12:42:31","slug":"press-release-format","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/press-release-format\/","title":{"rendered":"How to Format a Press Release in 2023 (w\/ Examples)"},"content":{"rendered":"\n<p>Press releases are the cornerstone of any public relations strategy. You could even go so far as to say you <em>can\u2019t <\/em>do effective public relations without them.&nbsp;<\/p>\n\n\n\n<p>Press releases are a standard, universal medium for getting your message out and the expected format for media platforms that may be interested in covering the news you\u2019re sharing.<\/p>\n\n\n\n<p>The people you\u2019ll send your press releases to read <em>a lot <\/em>of them, so any mistakes, quirks, missing parts, or extreme deviations from the norm will stand out immediately.<\/p>\n\n\n\n<p>That\u2019s why we first recommend using an automated PR software platform to guide you through the press release creation process.<\/p>\n\n\n\n<p class=\"purplebox\"> You\u2019ll benefit from <strong>free press release templates based on common announcement types, such as a product launch, book launch, or a new hire<\/strong>. In addition, the software will build a targeted media contact database based on the keywords in your press release.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/04\/Prowlys-Press-Release-Templates-1-1024x512.png\" alt=\"\" class=\"wp-image-20699\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press release templates in Prowly<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\">USE FREE TEMPLATES IN THE APP<\/a><\/div>\n<\/div>\n\n\n\n<p>Or, if you prefer to build a press release from scratch, we have all the details here for what you need to include to meet the expected format.<\/p>\n\n\n\n<p>In this post, we will discuss:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"#automated PR software\" data-type=\"internal\" data-id=\"#automated PR software\">Taking the simple route: Automated PR software<\/a><\/strong><\/li><li><strong><a href=\"#the standard press release format\" data-type=\"internal\" data-id=\"#the standard press release format\">Manually building a press release: The standard format<\/a><\/strong><ul><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#headline\"><strong>Headline<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#lead\"><strong>Subheader \/ Lead<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#dateline\"><strong>Dateline<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#body\"><strong>Body<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#quote\"><strong>Quote<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#company\"><strong>Company info<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#logo\"><strong>Logo<\/strong><\/a><\/li><li><a href=\"https:\/\/prowly.com\/magazine\/press-release-format\/#contact\"><strong>Media contact information<\/strong><\/a><\/li><\/ul><\/li><li><strong><a href=\"#Getting help with press release writing\" data-type=\"internal\" data-id=\"#Getting help with press release writing\">Getting help with press release writing<\/a><\/strong><\/li><\/ul>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"anchor wp-block-heading\" id=\"Automated PR software\"><strong>Taking the simple route: Automated PR software<\/strong><\/h2>\n\n\n\n<p>We are always on the lookout for how to maximize the use of our time and output, especially in the busy world of PR.<\/p>\n\n\n\n<p>That\u2019s why we highly recommend writing press releases with an automated PR software platform like Prowly. The ease of working from pre-made templates is matched only by the software\u2019s ability to automatically move forward to the next step: building a corresponding media contact list from over 1 million contacts in its database.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/04\/Template-preview-1024x631.png\" alt=\"\" class=\"wp-image-20645\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press release template preview in Prowly<\/span><\/em><\/figcaption><\/figure>\n\n\n\n<p>Because it isn\u2019t enough just to write a great press release. Even more critical is getting it in front of the right journalists so you increase your odds of getting your news published.<\/p>\n\n\n\n<p>You can even use <em>Prowly\u2019s free 7-day trial to build your first press release<\/em> and test out the service!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\">CREATE A PRESS RELEASE FOR FREE<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"anchor wp-block-heading\" id=\"the standard press release format\"><strong>Manually building a press release: the standard press release format<\/strong><\/h2>\n\n\n\n<p>If you\u2019re building a press release on your own, remember that there is a standard, expected format for press releases.<\/p>\n\n\n\n<p><strong>While you might get creative and unconventional when it comes to the <em>content<\/em>, the format where you present it needs to follow the rules.<\/strong> This is not the time to get experimental\u2014remember that you\u2019re <a href=\"https:\/\/prowly.com\/magazine\/10-essential-elements-of-effective-pr-writing\/\">writing for an audience<\/a> that is used to a particular format because it works.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\">\"<em style=\"color: initial;\">By following a standard press release format, you\u2019re ensuring that a journalist knows how to find what they\u2019re looking for in your release, and allow them to quickly determine if they want to cover your announcement. It also shows them that you\u2019re a seasoned PR pro who knows the ins and outs of a press release, and signals that you\u2019re likely easy to work with.<\/em><span style=\"font-size: revert; color: initial;\">\" <\/span><strong style=\"color: initial;\">\u2013 Cassie Scher, <\/strong><a href=\"https:\/\/nahigianstrategies.com\/\"><strong>Nahigian Strategies<\/strong><\/a><\/p>\n\n\n\n<p><strong>Let\u2019s go through the boxes you need to tick when formatting a press release <\/strong>so you can make just the right impression on media contacts and provide them with everything they need to take your conversation to the next level.<\/p>\n\n\n\n<p>These are the elements of a standard press release:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong><a href=\"#headline\" data-type=\"internal\" data-id=\"#headline\">Headline<\/a><\/strong><\/li><li><strong><a href=\"#lead\">Subheader \/ Lead<\/a><\/strong><\/li><li><strong><a href=\"#dateline\" data-type=\"internal\" data-id=\"#dateline\">Dateline<\/a><\/strong><\/li><li><strong><a href=\"#body\">Body<\/a><\/strong><\/li><li><strong><a href=\"#quote\">Quote<\/a><\/strong><\/li><li><strong><a href=\"#company\">Company info<\/a><\/strong><\/li><li><strong><a href=\"#logo\">Logo<\/a><\/strong><\/li><li><strong><a href=\"#contact\">Media contact information<\/a><\/strong><\/li><\/ul>\n\n\n\n<p>Let\u2019s explore each element on its own.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"headline\"><br><strong>Headline<\/strong><\/h3>\n\n\n\n<p>No surprises here. <strong>Your headline needs to communicate the essence of what follows at a glance.<\/strong> Recipients of your press release are going to scan the headline in a fraction of a second, so this is the place to make your point. Convincing media contacts that your message is newsworthy can be a challenge when you have a limited number of characters to work with, so focus on the main takeaway.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>Don\u2019t use all capital letters or exclamation points in your headline. A reasonable font size and bolding, combined with the fact that it\u2019s the header, make it obvious to the reader that your news is somehow important.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"lead\"><br><strong>Subheader \/ Lead<\/strong><\/h3>\n\n\n\n<p>This is optional but recommended since it gives you a chance to pack some extra information right at the top. As a de facto extension of your headline, <strong>use your subheader or lead to expand on what makes your announcement worth the time and <\/strong><a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>attention of media contacts<\/strong><\/a><strong>.&nbsp;<\/strong><\/p>\n\n\n\n<p>As you write your subheader or lead, think of which aspects of your announcement are most likely to impress, inform or spark curiosity about the details. If your header is the high-impact message limited to just a few words, your subheader is an opportunity to expand on it with the top one or two ways that it\u2019s important or consequential.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong> Your header and subheader are not the places for mysterious, \u201cread more to see\u2026\u201d references to what\u2019s in your press release. Don\u2019t make readers \u201cwork\u201d by teasing what\u2019s further down the page. Stick with the facts and use the time and attention the reader gives you to convey the most information possible.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/02\/press-release-example-4-1024x744.png\" alt=\"Campaign launch press release sample - Divert\" class=\"wp-image-15930\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press release example from <\/span><\/em><a href=\"https:\/\/www.divert.co.uk\/bin-your-ex-partner-for-good-and-get-free-prosecco-this-valentines-day\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Divert<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"dateline\"><br><strong>Dateline&nbsp;<\/strong><\/h3>\n\n\n\n<p>Typically at the introduction of the main body of text, <strong>the dateline communicates basic info like the date and location of the announcement.<\/strong> Bold this information and separate it from the first sentence of the body with a dash.&nbsp;<\/p>\n\n\n\n<p>Be sure to change and update the dateline with any changes or updates in the press release itself.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong> Sure, the dateline is a very small piece of the press release but it\u2019s simply part of the expected format. Don\u2019t overlook this standard press release format element just because it\u2019s just a handful of characters!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"body\"><br><strong>Body<\/strong><\/h3>\n\n\n\n<p>Here\u2019s where all the who-what-when-where-why basics get covered. Never forget that you\u2019re trying to get media contacts interested in learning more, so the newsworthy angle should always be a priority.&nbsp;<\/p>\n\n\n\n<p><strong>Use a strong opening sentence, which will likely be a paraphrase of your headline. <\/strong>Remember that journalists will think in terms of \u201cHow is this relevant to my audience\u201d, so the body of your press release is where you answer that along with the top-level details that help them to start imagining what their story about you could look like.&nbsp;<\/p>\n\n\n\n<p>There\u2019s nothing wrong with adding a second paragraph, as long as all the information you include helps to meet the goal of explaining why your announcement is worthy of media coverage. The focus is always on how your message is interesting, valuable, relevant, etc. to those who might read about it, not how media coverage would be good for you.&nbsp;<\/p>\n\n\n\n<p><strong>Don\u2019t let the <\/strong><a href=\"https:\/\/prowly.com\/magazine\/press-release-length\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>length of the body of your press release<\/strong><\/a><strong> push the total length beyond a single page.<\/strong> If you push things to a second page, there is a 100% chance there is some fat to cut out on page one.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong> This is a press release, not a copy for an advertisement. Stay away from salesy language and remember that you\u2019re trying to ignite interest in a story, not a product or service.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/P5G6lbSnnnRJcTADO2aLKH8npbDC03-QS34z6ZODMmim9RqPsGuWfxIzA2YfaLC3mzjhiEo1YB7-u257XAotgjs-aeBPazlLj-46neUG4WI6DNl2WktHiNV_6Zq9Cb19CPqVkoqv\" alt=\"Press release example created in Prowly by Brydge\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press release example created in Prowly by <\/span><\/em><a href=\"http:\/\/news.brydge.com\/72127-brydge-102-keyboard-for-new-apple-ipad\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Brydge<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"quote\"><br><strong>Quote<\/strong><\/h3>\n\n\n\n<p>Another optional but recommended component of your press release layout quotes help to add a touch of credibility or detail to your announcement. Depending on the context, quotes can help to illustrate how much of a breakthrough you\u2019re announcing, how important your news is for the industry, how unique or game-changing it is, etc.&nbsp;<\/p>\n\n\n\n<p>Again, the same rule applies\u2014<strong>be sure that the information in any quote you use helps media contacts create a more complete conception of the story they could <\/strong><a href=\"https:\/\/prowly.com\/magazine\/how-to-write-press-release-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>write about your announcement<\/strong><\/a><strong>.&nbsp; <\/strong>Everything is about helping to facilitate the path from your press release to press coverage.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong> If possible, use a quote from the most high-profile, credible source associated with your organization. Also, the rule about avoiding salesly language applies to quotes as well.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"company\"><br><strong>Company info<\/strong><\/h3>\n\n\n\n<p>The last paragraph of your press release will include a basic but flattering description of your company. This is the press release equivalent of the \u201cAbout Us\u201d section on your website. <strong>Keep it short, keep it complimentary by mentioning your position in the industry, awards, etc. and provide a link to your website.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Like the press release generally, keep your company info section limited to the most essential, high-level kind of information and use later follow-ups to expand on the details. This is no time for the complete history of your company!<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>This boilerplate section of your press release can contain information you might be tempted to include elsewhere, like the subheader or the body. If you are \u201cCalifornia\u2019s leading supplier of building supplies\u201d or \u201cThe Southwest\u2019s largest medical research facility\u201d or whatever, say that in your Company Info section instead of repeating it. This will free up space in those other sections for additional information.<strong><em>&nbsp;&nbsp;<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/tdVySk2VV_Nru_YqzUTbTsRdFt8efUAQAGrOxN1M6lDGIhH7VWNh6Z9zWTPFT9hbo26OjjvnQlqYQdm5-6ro984Z9Km033OVu5zdUEGVQqwPCaHXSYiAwb_vi5tXDP8wfnscTIfR\" alt=\"Press release example from Prowly\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press release example from <\/span><\/em><a href=\"https:\/\/journal.prowly.com\/108846-semrush-acquires-fast-growing-saas-pr-tech-company-prowly\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Prowly<\/em><\/span><\/a><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"logo\"><br><strong>Logo<\/strong><\/h3>\n\n\n\n<p>Your company\u2019s or organization\u2019s logo is part of any professional press release. Search online and you\u2019ll find that there\u2019s plenty of disagreement of where exactly it should appear on the page but top-middle and bottom-middle are the two leading contenders. You can decide based on what you think looks best.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip:<\/strong><strong><em> <\/em><\/strong>Use a full-color logo and keep it down to a fairly small size. Remember, the logo is there for brand identity purposes, not to steal the show.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"contact\"><br><strong>Media contact information<\/strong><\/h3>\n\n\n\n<p>You\u2019ve put all this effort and planning into your press release because you want to generate interest among media contacts, so <strong>be sure that you make it easy for them to get in touch. <\/strong>This info will depend on who your contact is, of course\u2014the person writing the press release, a Marketing or PR representative, an outside agency, etc.&nbsp;<\/p>\n\n\n\n<p>A simple \u201c[Brand name] is happy to share more information\u2026\u201d or \u201cPlease direct all media inquiries to\u2026\u201d or some similar call to action is sufficient to make it clear that this is the person who will handle replies from the media.&nbsp;<\/p>\n\n\n\n<p class=\"purplebox\"><strong>Pro tip: <\/strong>A phone number and an email address is all the contact information you need to share for anyone responsible for handling replies to your press release. While you may have reached out to media contacts via their social media, you want their replies to go through your phone or email.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/2FukzzjJpH6KLZcYtdsfN7KFGmSkJ72iW8LUVwN02TmGTFMQRF9zjHX4MAEmn7PjQ6-oVXegYkGdpXfTSXLwYuV-667SAd6L5c4xckKi23mL0QceOtJhaSAyAYbiOTDh3UGgb_zd\" alt=\"Press release format explained by Prowly\"\/><figcaption><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Source: <\/span><a href=\"https:\/\/www.pinterest.com\/pin\/1030761433437026973\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">Pinterest<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"anchor wp-block-heading\" id=\"Getting help with press release writing\"><br><strong>Getting help with press release writing<\/strong><\/h2>\n\n\n\n<p>If you\u2019re feeling a bit overwhelmed by the steps of writing a press release, we\u2019re here to help.&nbsp;<\/p>\n\n\n\n<p>Prowly offers a wide range of <a href=\"https:\/\/prowly.com\/magazine\/press-release-templates\/\">press release templates<\/a> for every occasion, for example new hire, product update and <a href=\"https:\/\/prowly.com\/magazine\/press-release-for-small-business\/\">small business press releases<\/a>. Download them and work offline or work directly on the platform with no need to download a thing!&nbsp;<\/p>\n\n\n\n\n\n<p>Or, <a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\" target=\"_blank\">check out these great examples<\/a> of press release formatting and see where they take you.&nbsp;<\/p>\n\n\n\n<p>Who knows, maybe you\u2019ll be the next to contribute a winning press release template?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">CREATE A PRESS RELEASE FOR FREE<\/a><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Press releases are the cornerstone of any public relations strategy. You could even go so far as to say you can\u2019t do effective public relations without them.&nbsp; Press releases are a standard, universal medium for getting your message out and the expected format for media platforms that may be interested in covering the news you\u2019re [&hellip;]<\/p>\n","protected":false},"author":230,"featured_media":20640,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[350],"tags":[],"class_list":["post-16411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release-writing-and-content-creation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Format a Press Release in 2023 (w\/ Examples) - Prowly<\/title>\n<meta name=\"description\" content=\"By following a standard press release format, you\u2019re ensuring that a journalist knows how to find what they need. 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