What Is a Press Release?
A press release is a written, attributable statement from an organisation that announces news in a form journalists can verify and use.
Merriam-Webster defines it as “an official statement that gives information to newspapers, magazines, television news programs, and radio stations” (Merriam-Webster). Today a release has three audiences: journalists, who may use it as the basis of a story; the public and investors, who read it on a wire or newsroom page; and search engines and AI systems, which index it. It is not an advertisement. EIN Presswire puts the line plainly: “If your press release is primarily aimed at selling a product or service, then it is an advertisement and not a press release” (EIN Presswire editorial guidelines). Whether releases still earn attention is covered in do press releases still get read.
How to Write a Press Release at a Glance
| Step | Action | Expected result |
|---|---|---|
| 1 | Confirm the news and write it as one sentence | A clear, timely angle that is not a sales message |
| 2 | Write a headline that names the source and the news | A factual headline with no hype |
| 3 | Write the dateline and lead paragraph | City, date and the whole news in the first paragraph |
| 4 | Add supporting facts in descending importance | Figures, dates and context a journalist can check |
| 5 | Add one or two attributed quotes | Opinion clearly attributed to a named person |
| 6 | Add a small number of useful links and images | Working links; images with captions and alt text |
| 7 | Add the boilerplate and media contact | “About” paragraph; name, phone and email |
| 8 | Review, approve, schedule and distribute | Approved release on your newsroom, the wire or in pitches |
Time: two to four hours to draft a 400 to 600 word release, plus approval time (our estimate). Tools: a word processor; optionally a wire account. Cost: writing is free; wire distribution is paid, and GlobeNewswire, for one, says pricing “depends on your distribution requirements, geographic reach, and service package” rather than publishing a list price (see PR Newswire vs Business Wire). Skill level: beginner to intermediate.
What You Need Before Starting
- The news itself, with dates, figures and names confirmed.
- Approval from whoever must sign off: legal, leadership, any partner named in the release.
- A named spokesperson for quotes, who has approved their words.
- A media contact who will answer the phone and email on the day.
- Your current “About” boilerplate, and a logo and photos you have the rights to distribute.
- For public companies: your disclosure counsel or investor relations team, and your usual disclosure channel.
Step 1: Confirm the News and Write It as One Sentence
Write one sentence that says what happened, who did it and why it matters now. If you cannot, there is no release yet.
What counts: EIN Presswire lists common angles as “a new product or service, business expansion or recent event, an organizational or a community milestone like an anniversary or award or the issuance of a tip sheet or expert opinion on a topic currently in the news” and requires “a clear, timely and newsworthy angle” (EIN Presswire editorial guidelines). GlobeNewswire's FAQ lists product launches, leadership appointments, partnerships, research reports, awards, financial announcements and milestones (GlobeNewswire FAQ). Expected result: a single factual sentence. How to verify: it would still be true and interesting with every adjective removed. Common mistake: announcing something that has not happened yet in vague terms (“plans to explore”), which gives a journalist nothing to report.
Step 2: Write a Headline That Names the Source and the News
Write a headline that states the organisation and the news in plain words. Put the most specific fact in it: the product, the figure, the place or the person.
Rules from a wire's own guidelines: EIN Presswire says “The news announcement must be clearly stated in the headline”, requires “a clear news source to be identified in the headline” (the client, not the agency), and treats exclamation points, superlatives and capitals used for emphasis as “hype flags” that “challenge the credibility of your news announcement” (EIN Presswire editorial guidelines). AP style generally follows a company's preferred spelling of its name but capitalises the first letter, with exceptions such as eBay (AP Stylebook, Ask the Editor).
Example: “Northwind Freight Opens 200,000-Square-Foot Warehouse in Reno, Adding 150 Jobs”, not “Northwind Freight Announces an EXCITING New Chapter!”. Expected result: a headline a journalist could almost run. How to verify: it answers “who did what?” on its own. Common mistake: a headline about the company's feelings (“is thrilled to announce”) instead of the news.
Step 3: Write the Dateline and the Lead Paragraph
Start the body with a dateline (city, and state or country where needed, then the date) and a first paragraph that contains the whole news: who, what, when, where and why it matters.
The dateline is one of the elements GlobeNewswire says a release should typically include (GlobeNewswire FAQ). For dates, AP style capitalises months and, with a specific date, abbreviates only Jan., Feb., Aug., Sept., Oct., Nov. and Dec. (AP Stylebook, Ask the Editor). Write the lead so that a reader who stops after one paragraph has the story; put detail after it in descending order of importance. Expected result: a first paragraph of one to three sentences. How to verify: paste the first paragraph alone into an email; it should make sense. Common mistake: opening with company history, which pushes the news down.
Step 4: Add Supporting Facts in Descending Importance
Add the details a journalist needs to write the story: figures, dates, locations, prices, availability, the source of any data, and context that explains why it matters.
Rules: keep an objective, third-person tone. EIN Presswire says releases should be free of “direct addresses (i.e. ‘you,’ ‘I,’ ‘we,’ etc.)” outside quotations, because direct address “is a flag that the content is an advertisement”; that releases must “Be accurate and free of potentially libelous material”; and that jargon should be defined “so the average person can understand” (EIN Presswire editorial guidelines). Its standard length is “between 300 and 800 words”. Expected result: every claim checkable. How to verify: each figure has a source you could hand a journalist. Common mistake: unsupported superlatives such as “industry-leading” or “first-ever” with no evidence.
Step 5: Add One or Two Attributed Quotes
Add a quote from a named spokesperson that adds a view, reason or consequence the facts cannot carry, and attribute it with full name and title.
Why: a quote is where opinion belongs. EIN Presswire requires releases to “Clearly identify opinions in quotes or attribute these statements as opinions belonging to the organization, and not state them as fact” (EIN Presswire editorial guidelines). GlobeNewswire lists “relevant quotes” among typical elements (GlobeNewswire FAQ). A partner or customer quote can add a second voice, with their approval. Expected result: one or two quotes of two to three sentences. How to verify: the quote says something a reporter might reuse, not only “we are delighted”. Common mistake: putting facts in the quote and opinions in the body; it should be the other way round.
Step 6: Add a Small Number of Useful Links and Images
Link only to pages a reader needs, such as the product page, the report or the newsroom, and attach images you have the right to distribute.
Links: EIN Presswire asks you to “limit your link count to 1 per 100 words” and does not allow releases to promote or link to “Black Hat SEO” services such as keyword stuffing and link buying (EIN Presswire editorial guidelines). Google's spam policies list “links with optimized anchor text in articles, guest posts, or press releases distributed on other sites” as link spam (Google spam policies), and in our September 2026 check of 70 PR Newswire releases every external body link was nofollow. Write links for readers, with plain anchor text such as the company or report name. Images: EIN accepts .jpeg, .gif and .png; GlobeNewswire supports images, logos and multimedia. Add a caption, a credit and alt text. Common mistake: links stuffed with keywords (“best freight company Reno”), which helps nobody and can breach Google's policy.
Derived by Media Morpheus, not a measurement: maximum number of links, calculated from EIN Presswire's limit of 1 link per 100 words, read October 10, 2026
Source: EIN Presswire, Editorial Guidelines: “between 300 and 800 words” and “limit your link count to 1 per 100 words”.
Counts are simple arithmetic from EIN's stated rule; other wires set their own limits. Fewer, plainly anchored links remain the safer choice under Google's spam policies.
Step 7: Add the Boilerplate and the Media Contact
End with a short “About [Organisation]” paragraph and a media contact block with a named person, phone number and email address.
Why: EIN Presswire says releases “must contain a valid contact name, phone number, and email address”, and GlobeNewswire lists media contact information as a standard element. The boilerplate is a stable three-to-five-sentence description: what the organisation does, where it is based, a scale fact, and the website. Keep it identical across releases and on your online newsroom. Expected result: a journalist can reach a person on publication day. How to verify: call the number and send a test email. Common mistake: a generic info@ address that nobody monitors.
Step 8: Review, Approve, Schedule and Distribute
Have the release fact-checked and approved, decide the release time and any embargo, then publish it on your own site and send it by the channels you chose.
Public companies: Regulation FD requires material information disclosed to certain market professionals or shareholders to be made public, by Form 8-K or another method “reasonably designed to provide broad, non-exclusionary distribution of the information to the public” (Regulation FD, 17 CFR 243.101(e)). The SEC's 2013 Netflix report shows the practical point: the CEO's Facebook post “was not accompanied by a press release, a post on Netflix's own web site or Facebook page, or a Form 8-K” (SEC report on Netflix, 2013). Agree the channel with counsel; this guide is not legal advice. Embargoes: an embargo is an agreement, not a property of the document; see do press embargoes still hold. Timing: GlobeNewswire says distributing “during regular business hours on weekdays helps maximize visibility” (GlobeNewswire FAQ). Common mistake: sending a release to a wire and never pitching anyone directly; distribution is not the same as a pitch to the reporter who covers you.
Press Release Template
This template follows the elements above. Replace every bracket.
FOR IMMEDIATE RELEASE [or: EMBARGOED UNTIL 9 a.m. ET, Oct. 15, 2026]
[Organisation] [Does Specific Thing] [With Specific Result]
[Optional subhead: one more fact, e.g. figure, place or date]
[CITY, State/Country] – [Month Day, Year] – [Organisation], [short
descriptor], today [announced/opened/released] [the news]. [Why it
matters, in one sentence, with a figure where possible.]
[Second paragraph: the most important supporting facts: who, how
many, how much, where, when available.]
"[Quote that adds a view or consequence, not a fact]," said [Full
Name], [title] of [Organisation]. "[Optional second sentence.]"
[Further detail: background, data source, availability, partners.]
About [Organisation]
[Three to five sentences: what it does, where it is based, one scale
fact, website.]
Media contact
[Name], [title]
[Phone]
[Email]
###“###” and “For immediate release” are print-era conventions; many online releases omit them. Wires apply their own formatting, and EIN Presswire, for example, does not accept HTML tags, tables or forced line breaks.
How to Verify It Worked
- Pre-publication: a colleague who did not write it can state the news after reading only the headline and first paragraph.
- Wire review: the release passes the wire's editorial review without edits for tone, links or contact details.
- Publication: the release is live on your newsroom page with a visible date, and on the wire if used; the headline returns the release in a search of the wire.
- Response: replies or requests from journalists on your list, interview requests, or coverage that uses facts from the release.
- Contact works: calls and emails to the media contact are answered on the day.
How to Choose a Distribution Route
| Situation | Recommended route | Why |
|---|---|---|
| Public company, material news | Your established disclosure channel (wire and/or Form 8-K), agreed with counsel | Regulation FD requires broad, non-exclusionary distribution |
| Story aimed at a handful of trade reporters | Newsroom post plus individual pitches from a media list | Fit and personal pitches matter more than reach |
| Broad consumer or business news with many audiences | Wire distribution plus targeted pitches | Wires reach many outlets and sites at once; pitches reach the reporters who matter |
| Minor update (small hire, minor feature) | Newsroom post or blog only | A wire fee and a pitch may not be justified |
| Sensitive or embargoed news | Embargoed pitches to named journalists who agree first | An embargo only holds if the recipient agreed to it |
Common Problems and Fixes
| Problem | Likely cause | Fix |
|---|---|---|
| Wire rejects or edits the release | Advertising tone, direct address, missing contact, too many links | Apply the wire's editorial guidelines; remove “you” and hype |
| No journalist picks it up | No real news, or sent only to a wire | Re-test Step 1; pitch the reporters who cover the beat |
| Journalists call for basic facts | Lead paragraph missing who, what, when or where | Rewrite the first paragraph to carry the whole story |
| Quote reused nowhere | Quote states facts or generic enthusiasm | Give the quote a view, reason or consequence |
| Release contradicts the website | Boilerplate or figures out of date | Keep one approved boilerplate; update the newsroom too |
| Legal concern after publication | Unattributed claims about others, or unreviewed financial information | Attribute claims; route market-moving news through counsel |
What Not to Do
- Do not write an advertisement. Consequence: rejection by wires and journalists. Correction: state the news; keep opinions in quotes.
- Do not stuff keyword links. Consequence: Google treats optimised anchor text in distributed releases as link spam. Correction: few links, plain anchors.
- Do not disclose market-moving news selectively. Consequence: possible Regulation FD problems. Correction: use your recognised disclosure channel.
- Do not invent or round up figures. Consequence: corrections and lost trust. Correction: source every number.
- Do not list a contact who is unavailable on the day. Consequence: missed stories. Correction: a named person with phone and email.
Frequently Asked Questions
How long should a press release be?
There is no universal rule. EIN Presswire's guidelines set a standard length of 300 to 800 words. Our own suggestion is 400 to 600 words; the test is whether the first paragraph carries the whole news and the rest supports it.
Do press releases need to follow AP style?
No law or wire requires it in general, but AP style is widely used in US news writing, so following it reduces the editing a journalist must do. Examples include abbreviating Jan., Feb., Aug., Sept., Oct., Nov. and Dec. with a specific date.
What is a boilerplate in a press release?
The boilerplate is the standard “About [Organisation]” paragraph at the end of every release: what the organisation does, where it is based, one scale fact and its website. Keep it identical across releases and your newsroom.
Should I write “For immediate release” at the top?
It is optional. It is a print-era convention that tells journalists the news can be used now. Use an explicit embargo line instead only when journalists have agreed to an embargo in advance.
Can I include links in a press release?
Yes, sparingly and for readers. EIN Presswire limits links to one per 100 words, and Google's spam policies cite optimised anchor text in distributed press releases as link spam. In our September 2026 check of 70 PR Newswire releases, every external link in a release body was nofollow.
Do I need a wire service to publish a press release?
No. You can publish it on your own newsroom page and pitch it directly. Wires add broad distribution, which public companies may need for disclosure, and reach many sites at once, at a cost.
Can I use AI to write a press release?
You can draft with it, but you remain responsible for accuracy. Every figure, name and quote must be checked and approved by the people quoted. Wires such as GlobeNewswire offer AI drafting tools, and none of them change the review the release must pass.
What is the difference between a press release and a pitch?
A press release is a public, formal statement of news. A pitch is a short, personal email to one journalist explaining why the story suits their audience. Muck Rack's 2026 survey found 69% of journalists prefer pitches under 200 words.
Sources and Methodology
No single body sets the format of a press release, so this guide draws on primary references read on October 8, 2026: wire services' own published guidance (GlobeNewswire's FAQ, EIN Presswire's editorial guidelines dated December 2, 2025, and a PR Newswire guide), Google's spam policies, the Securities and Exchange Commission's Regulation FD and its 2013 Netflix report, the public sample of AP Stylebook's Ask the Editor guidance, and Merriam-Webster (read via an Internet Archive copy of October 5, 2026). Most AP Stylebook entries are behind a subscription; we cite only guidance visible on its public pages. Business Wire's help pages refused our requests, so we did not use them. The 72% figure is Cision's own vendor survey data, reported by PR Newswire, which Cision owns; we could not read the gated report itself. Length and time suggestions not attributed to a source are our own recommendations. We did not submit a release to any wire for this guide. Time estimates are ours. This is not legal advice.
- vendor GlobeNewswire, PR Distribution Platform FAQ. Read October 8, 2026.
- vendor EIN Presswire, Editorial Guidelines, version dated December 2, 2025. Read October 8, 2026.
- vendor PR Newswire, Four Easy Steps to Write a Press Release (cites Cision's 2025 State of the Media Report). Read October 8, 2026.
- official Google Search Central, Spam policies for Google web search (last updated August 28, 2026). Read October 8, 2026.
- official US Code of Federal Regulations, 17 CFR Part 243, Regulation FD. Read October 8, 2026.
- official US Securities and Exchange Commission, Report of Investigation: Netflix, Inc., and Reed Hastings, Release No. 69279, April 2, 2013 (read via Internet Archive). Read October 8, 2026.
- reference AP Stylebook, Ask the Editor: style guidance (public sample). Read October 8, 2026.
- reference Merriam-Webster, press release. Read October 8, 2026.
- vendor Muck Rack, FAQs from Muck Rack's State of Journalism, 2026. Read October 8, 2026.