A press release is one of the most effective tools used in public relations (PR) to share important news, updates, or announcements with the media and the public. It is a written statement that provides the essential details of an event or development in a concise, formal, and structured format. If you’re wondering “What does a press release look like?” or how to create one, you’re in the right place. This blog will walk you through the anatomy of a press release and its key components. By understanding the structure, you can create a press release that communicates your message clearly and attracts attention from journalists, bloggers, and media outlets.
Table of Contents
1. The Heading and Subheading
A press release typically starts with a strong heading and subheading. The heading should be concise yet descriptive, grabbing the attention of the reader immediately. It needs to convey the core message of the press release in one line. The subheading follows and provides a brief explanation of the news in more detail. It serves as a teaser, encouraging the reader to continue reading the full release.
For example: Heading: “Tech Giant Launches Revolutionary Smartwatch at CES 2025” Subheading: “The New Gadget Promises Groundbreaking Features and Unmatched Performance”
The headline should not exceed 10-12 words to ensure that it remains attention-grabbing and clear.
2. The Dateline
The dateline is an essential part of any press release and typically includes the city and state where the release is being issued, along with the date of release. It helps establish the timing and geographic relevance of the announcement.
For example: New York, NY – January 10, 2025
The dateline is positioned just before the body of the press release, often in bold or capitalized letters. It allows the reader to immediately understand the geographical origin of the release and when the news was made public.
3. The Lead Paragraph
The lead paragraph is one of the most critical sections of a press release. It provides the most important information about the news or event, answering the key questions: who, what, when, where, why, and how. The lead should be concise yet detailed enough to summarize the essence of the press release.
For instance: “Tech Giant Inc. today announced the launch of its new smartwatch at CES 2025 in Las Vegas. The innovative product is set to revolutionize the wearable tech industry with its unique design and cutting-edge features, including a 72-hour battery life and an AI-powered health tracker.”
The lead should ideally be no longer than 2-3 sentences, ensuring that it is impactful and to the point.
4. The Body Paragraphs
Following the lead, the body paragraphs of a press release delve deeper into the details of the announcement. These sections provide additional background information, quotes, statistics, and other relevant content that give context and depth to the story. The body is typically broken up into several short paragraphs, each focused on a single aspect of the release.
The body paragraphs may include:
- Background on the company or event
- Detailed explanation of the product, service, or announcement
- Quotes from key figures involved in the announcement (e.g., CEO, experts, or event organizers)
- Statistical data or market insights that support the announcement
- Any relevant multimedia content, such as images or video links
The tone of the body is typically formal and professional. Each paragraph should flow logically from one idea to the next, maintaining clarity and readability.
5. The Boilerplate
A boilerplate is a standard paragraph that provides general background information about the company or organization issuing the press release. It is typically included at the end of the release. The boilerplate offers context to the media about the organization, including details about its history, mission, and vision.
For example: “Tech Giant Inc. is a leading global technology company that specializes in developing cutting-edge products and services in the tech and wearable devices industries. Founded in 2010, the company has revolutionized the way people interact with technology, making it more accessible and user-friendly.”
The boilerplate should remain the same across all press releases from the organization, offering a succinct overview of the company.
6. The Call to Action (CTA)
A press release typically ends with a call to action (CTA), inviting the reader to take the next step. This could be visiting the company’s website, attending an event, scheduling a product demo, or contacting a media representative for more information.
For example: “For more information about the new smartwatch and to schedule a product demonstration, visit www.techgiant.com.”
The CTA should be clear, direct, and encourage the reader to act immediately.
7. Contact Information
At the end of a press release, it’s crucial to provide contact information for the PR or communications department. This allows journalists, bloggers, and other media representatives to follow up for more information or interviews.
For example: Contact: Jane Doe
PR Manager
Tech Giant Inc.
Phone: (123) 456-7890
Email: [email protected]
Including this information ensures that the press release reaches the right people and makes it easy for the media to get in touch.
8. Style and Formatting Tips
When preparing a press release, it’s important to maintain a professional tone and use proper formatting. Here are a few key tips to keep in mind:
- Length: A press release should be no longer than one page (400-500 words) unless the information is complex and requires more space.
- Language: Use clear, simple language. Avoid jargon and overly technical terms unless the press release is intended for a niche audience.
- Third-Person Perspective: Write in the third person, avoiding the use of “we” or “I.” This maintains an objective tone and keeps the focus on the news rather than the organization.
- Formatting: Use a standard font (such as Times New Roman or Arial) and keep the font size at 12-point for readability. Make sure the text is aligned left, and there is no excessive spacing.
- Keep It Newsworthy: Focus on real news that is relevant and timely. A press release should provide information that is interesting and valuable to journalists and their readers.
Conclusion
Understanding “what does a press release look like” is the first step toward mastering this vital PR tool. By crafting an attention-grabbing headline, a compelling lead, and well-structured body paragraphs, you can ensure that your press release conveys your message effectively. Whether you’re announcing a product launch, an event, or a corporate milestone, a well-written press release can help you get the attention your news deserves.
A press release serves as a bridge between your organization and the media, enabling you to control the narrative and build relationships with key stakeholders. By adhering to the right structure, tone, and style, you can maximize the impact of your press release and achieve your communication goals.
