Professional presentation matters as much as compelling content. A well-formatted press release signals credibility and professionalism, while a poorly formatted one signals amateur hour. This guide covers every element of press release formatting that will make your announcements look polished and professional.
The Standard Press Release Format
Press releases follow a standardized format that journalists expect. Deviating from this format makes your release harder to read and signals you may not understand media conventions. The basic structure includes the following elements in order: release type indicator, headline, subheadline (optional), dateline, lead paragraph, body paragraphs, quote section, boilerplate, and end markers.
This format exists for practical reasons. Journalists process hundreds of releases weekly. Standardization lets them quickly identify the information they need. When you follow conventions, you respect their time and make their job easier—a sure way to earn positive consideration.
The Release Type Indicator
Begin your press release with "FOR IMMEDIATE RELEASE" or "FOR RELEASE ON [DATE]" centered at the top of the page in all caps. This tells journalists when they can publish your news. "For Immediate Release" means they can publish immediately. A delayed release date gives you control over timing but should be used sparingly—journalists prefer immediate news.
Headlines and Subheadlines
Your headline should be centered, bold, and in title case (major words capitalized). Keep it under 100 characters. The subheadline, if you use one, provides additional context in a slightly smaller font. Together, headline and subheadline should convey the essential news value clearly.
Never include your company name in the headline unless it's essential to the story (like a major acquisition or rebranding). The goal is to make journalists curious about the news itself, not who's announcing it.
Dateline and Lead Structure
The dateline appears at the beginning of the first paragraph and includes the city where the release originates (or where the news is happening) and the date. Standard format: "CITY, State — Month Day, Year —". This convention helps journalists quickly understand the geographic and temporal context of your announcement.
Your lead paragraph should be a single paragraph, approximately 25-35 words, containing the most newsworthy element of your story. Save supporting details for subsequent paragraphs. As I detail in my guide on writing press releases, the inverted pyramid structure serves readers best.
Body Paragraphs and Quotes
Format body text in a clean, single-spaced layout with double spaces between paragraphs. Use standard fonts like Arial, Helvetica, or Times New Roman in 11 or 12 point. Left-align all text. Avoid fancy formatting, multiple columns, or text boxes—these create problems when journalists try to work with your content.
Include at least one quote from a company executive. Format quotes with quotation marks and attribute them clearly: '"This is the quote text," said Jane Smith, CEO of Acme Corp.' Place quotes after your second or third paragraph to add credibility and perspective to the basic facts.
Boilerplate and Contact Information
Before your end markers, include a boilerplate—typically 3-4 sentences about your company. This standard "About" section helps journalists understand your organization quickly. Keep it factual: founding year, what you do, your mission in brief. Don't use marketing language or superlatives.
Include media contact information clearly: name, phone number, and email address. This makes it easy for journalists to follow up. If different from the media contact, include technical or executive contact information separately.
End Markers and Embedding
Signal the end of your press release with "-30-" or "###" centered below your final paragraph. This convention tells journalists there's nothing more to read. Some releases also include a two-column layout with contact information at the top, but the simpler single-column format works best for digital distribution.
When embedding multimedia, include photo captions and credit photographers. Videos should have rough scripts or summaries. For detailed guidance on multimedia elements, see my article on Visual Content for PR.
Common Formatting Mistakes
Even experienced communicators make formatting errors that undermine otherwise good releases. Common mistakes include using multiple font types or sizes, centering body text instead of left-aligning, including tables or complex graphics that don't translate to text, forgetting contact information, and running releases longer than two pages.
PDF format may seem professional, but it creates accessibility problems for journalists who use screen readers or want to copy text. Send your release as a plain text email or Word document unless specifically asked for PDF. For more on avoiding mistakes, read my guide on Common Press Release Mistakes.
Email Presentation Matters
How you send your press release affects reception. Your email subject line should mirror your headline. Include the full text in the email body, not just an attachment. If you must attach a document, paste the text in the email body as backup. Your subject line and preview text are prime real estate—don't waste them with "Press Release Attached."
Professional formatting demonstrates professionalism in all your communications. These skills transfer to media kits, executive communications, and stakeholder announcements. A well-formatted press release shows respect for journalists' time and makes them more likely to take your story seriously.
