What are the best practices for formatting and structuring your press release?

1 The headline

The headline is the first thing that journalists and readers will see, so make it catchy, clear, and concise. It should summarize the main point of your press release and entice the audience to read more. Use active verbs, avoid jargon, and include keywords that relate to your topic and target market. You can also use a subhead to add more detail or context to your headline.

2 The dateline

The dateline is a short line that indicates the date and location of your press release. It usually comes before the first paragraph and follows the format of City, State/Country, Month Day, Year. For example, New York, NY, June 15, 2021. The dateline helps journalists and readers know when and where your news is happening or has happened.

3 The introduction

The introduction is the most important part of your press release, as it should answer the five Ws: who, what, when, where, and why. It should also include a hook that grabs the reader's attention and explains why your news is relevant, timely, or beneficial. The introduction should be concise and factual, and avoid exaggeration or hype. It should also include a link to your website or landing page where readers can find more information.

4 The body

The body is where you provide more details, facts, quotes, and supporting evidence for your news. It should follow the inverted pyramid style, which means that you start with the most important information and then move on to the less essential ones. The body should be divided into short paragraphs that are easy to read and scan. You can also use bullet points, subheadings, or images to break up the text and highlight key points.

5 The boilerplate

The boilerplate is a short paragraph that gives some background information about your company or organization. It should include your mission, vision, values, products, services, awards, achievements, or any other relevant facts that showcase your credibility and authority. The boilerplate should be consistent and updated across all your press releases and other communications.

6 The contact information

The contact information is where you provide the name, title, phone number, email address, and social media handles of the person or team that can answer any questions or inquiries from the media or the public. It should be clear and visible, and preferably at the end of your press release. You can also include a call to action that invites readers to visit your website, sign up for your newsletter, or follow you on social media.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?