A well-formatted press release is crucial for conveying your message effectively to the media and your target audience. If the format is off, your news can get lost, and the chance of securing media coverage decreases.
Understanding how to format a press release ensures your content is presented clearly and professionally, which can significantly boost its success.
In this guide, we’ll take you through the step-by-step process of how to format a press release, highlighting all the essential components that make it stand out.
How to Format a Press Release – Overview
Formatting a press release goes beyond just writing your company’s news. The structure and presentation of your press release affect how it is perceived by journalists and editors. When properly formatted, your press release becomes easy to read, and the most important information is highlighted clearly for quick reference.
A well-structured press release typically follows a consistent format that includes essential elements such as a headline, contact information, release date, lead paragraph, body, and a company boilerplate.
Proper formatting also ensures that journalists can quickly identify the main story and contact details without searching through disorganized content.
Key Components of a Press Release
Every press release should contain specific components that work together to deliver your message in a coherent manner. Each part plays a significant role in engaging the reader and providing them with the necessary information. Let’s take a closer look at these components and how to format them.
Header and Contact Information
The header and contact information are the first elements that appear on a press release and are critical for setting the tone and ensuring the press knows where to reach you for follow-up questions.
The header includes the title of your press release, written in bold and typically centered at the top of the page. Contact details should be placed either at the top right or left corner, ensuring they are easy to spot. Include the contact person’s name, phone number, and email address.
Additionally, some press releases include a company logo at the top of the page to reinforce brand identity.
Release Date and Location
Just below the contact information, the release date and location are essential for indicating when and where the news is coming from.
There are two common release date options: “For Immediate Release” and “Embargoed Until.” “For Immediate Release” means that the information can be published immediately, while “Embargoed Until” indicates that the news should not be published before a specific date.
The location should be written as the city and state where the news is originating from, followed by the release date.
The Headline
Your headline is arguably the most important part of the press release. It should grab attention while summarizing the key message of the release.
When formatting the headline, make sure it’s brief, to the point, and descriptive. Use bold text and avoid all caps, which can appear unprofessional.
Aim for a headline that is 60-80 characters in length to ensure it fits well in emails and online listings. The headline should clearly state the news being announced without being vague or overly promotional.
Subheadline (Optional)
In some cases, a subheadline may be used to provide more context or detail to the main headline. This is particularly helpful when the headline is brief and cannot fully capture the essence of the news.
The subheadline, if included, should be formatted directly below the main headline in italics or a smaller font size. It typically elaborates on the headline and adds value by giving the reader more information before they dive into the main content.
Note: Subheadlines should be concise but informative.
The Lead Paragraph
The lead paragraph is the opening paragraph of your press release and should deliver the core information about your news. It answers the “5Ws”—Who, What, Where, When, and Why—ensuring that readers immediately understand the basics of your story.
Formatting the lead paragraph involves keeping it brief and clear. Use short sentences and avoid jargon. Since this is the most important part of the press release, make sure it stands out by keeping it focused and direct. Aim for 2-3 sentences that encapsulate the essence of the news.
Body of the Press Release
The body of your press release should expand on the details introduced in the lead paragraph. This is where you provide supporting information, background details, and quotes that add depth to the story.
When formatting the body, maintain a logical flow of information. Keep paragraphs short, with no more than 3-4 sentences, and use subheadings to break up the content when necessary.
Bullet points can also be useful for highlighting key facts or figures. Make sure your tone remains objective and informative throughout.
Quotes and Statistics
Quotes and statistics can greatly enhance the credibility and engagement level of your press release. Proper formatting ensures these elements are easily readable and attributed correctly.
When including quotes, place them in quotation marks and provide attribution to the speaker. Make sure the quote adds value by offering insight or a unique perspective on the news.
Statistics should be presented clearly, with proper sources cited. For readability, you can bold or italicize important statistics to make them stand out in the text.
The Boilerplate Section
The boilerplate section is a brief paragraph that provides information about your company, typically placed at the end of the press release. It acts as an “About Us” section, giving journalists a quick overview of who you are.
To format the boilerplate, use a consistent paragraph structure that summarizes your company’s history, mission, and key achievements. The boilerplate should be written in third-person and kept to around 100 words. It’s also a good idea to include your website URL for easy access to further information.
The Call to Action (CTA) and Final Notes
A well-placed Call to Action (CTA) encourages readers to take the next step, whether it’s visiting your website, contacting you for more information, or attending an event.
In terms of formatting, the CTA should be a clear, action-oriented statement, typically placed before the closing of the press release. It should stand out, so you may want to bold it or use a different font size.
Examples include, “For more information, visit [website URL]” or “Contact us today to schedule an interview.”
Press Release Formatting Tips
When it comes to formatting, there are several technical guidelines to follow that enhance readability and professionalism. These include:
- Font and Spacing: Use a clean, legible font like Arial or Times New Roman, typically in size 12. Keep the document single-spaced with a space between paragraphs.
- Standard Length: A press release should generally not exceed one page (400-500 words). If more information is necessary, ensure the most critical details are on the first page.
- Hyperlinks and Multimedia: Incorporate hyperlinks for easy access to your website, and consider embedding images or multimedia to make your press release more engaging for online platforms.
Common Mistakes in Press Release Formatting
Poor formatting can lead to your press release being overlooked or discarded. Avoid these common errors:
- Overly Promotional Language: Press releases should focus on delivering news, not on selling products or services directly.
- Long Headlines: Headlines that are too long can be confusing or cut off in emails and web listings.
- Cluttered Layout: Avoid large blocks of text, too many fonts, or distracting elements that detract from the readability of the press release.
Conclusion
Proper formatting is key to ensuring your press release is effective and well-received. By following the guidelines above, you’ll create a press release that looks professional and captures attention, increasing the likelihood of securing media coverage.
Consistency is crucial, so make sure every press release you send follows the same structure and formatting rules. This not only helps the reader but also strengthens your brand’s image across all communications.