How to Write a Press Release: Step-by-Step Guide (+ Template)

Quick Answer

Here's how to write a press release: confirm the news is newsworthy, write a factual headline and subheadline, add a dateline, answer who, what, when, where and why in the first paragraph, and build the body from most to least important with a quote and facts you can verify. Finish with a boilerplate, a media contact and ###. Write in the third person and keep it tight; many releases run roughly 400 to 600 words. Edit and fact-check every line before you send it anywhere.

How to Write a Press Release: The Process at a Glance

A press release is a short, factual announcement written in news style so editors and journalists can use it quickly. For the full definition and a breakdown of each part, see our explainer on what a press release is. This guide covers the process: what to do, in what order, and how to avoid the problems that get releases turned down.

Writing a press release is less about clever phrasing than about sequence. The most important facts go first, every claim can be checked, and each part has one job.

Before You Write: Is It Newsworthy?

The best-written release still fails if there is no news in it. Test your announcement against the questions an editor asks almost automatically.

• Timeliness: Is it happening now, or on a firm date soon? "Launching next week" is news; "launched last spring" usually isn't.
• Impact: Who is affected, and how much? Changes to what people pay, buy or do carry weight.
• Novelty: What is actually new? A reworded version of last year's news rarely counts.
• Relevance to a specific audience: Can you name the readers who care, such as a trade sector, a city or a type of customer? "Everyone" is not an audience.
• Human interest: Is there a person, a problem solved or a story a reader would remember?
• Verifiable data: Can you back up your facts and figures with a document, a date or a named source?

If you can't honestly check at least a couple of these, the announcement may work better as a blog post or social update. If you can, settle your angle and audience before drafting.

Define Your Angle

The angle is the one-sentence reason your news matters, seen from the reader's side. "Ferncastle Payroll releases version 4.2" is a fact. "Small businesses can now pay contractors the same day they approve an invoice" is an angle. Write it down first; it becomes the backbone of your headline and lead, and it keeps you from drifting into company history.

Know Your Audience

You are writing for the editors who decide whether to use the release and for the readers behind them. A trade editor wants specifics and correct industry terms, a local news desk wants the community angle, and a business reporter wants numbers and what they mean. Your audience decides which details rise to the top, how much jargon you can use and which outlets you target later.

Gather Everything Before You Draft

Much of learning how to prepare a press release is collecting the raw material first, so you don't stall halfway through waiting on a number or an approval. Have these ready:

• The core facts: who, what, when, where and why
• Dates, prices, availability and any figures, each with its source
• A quote from a named spokesperson, with their exact title and approval of the wording
• Your current company boilerplate
• A media contact who will be reachable on release day
• The page you want readers to visit, and any images you have the rights to use

How to Write a Press Release in 13 Steps

With your facts, angle and audience settled, work from the top of the page down. Each step below is one part of the finished release.

Step 1: Write the Headline

The headline states the news in plain words. Lead with the company or the action, use a strong verb and be specific about what happened and to whom. Leave out exclamation marks, all caps and words like "revolutionary" or "industry-leading," which editors read as advertising. A useful test: could a news site run your headline almost unchanged?

Weak: Ferncastle Payroll Is Excited to Unveil Its Revolutionary New Payments Solution!
Better: Ferncastle Payroll launches same-day payments for independent contractors

Title case and sentence case both appear in press releases. AP style uses sentence case for headlines, capitalizing only the first word and proper nouns. Follow your distributor's preference and be consistent.

Step 2: Add a Subheadline

The subheadline is one sentence that adds the most important detail the headline could not hold: a number, a date, a location or the benefit to a specific group. Don't repeat the headline in other words. Short news can skip it.

Step 3: Add the Dateline

The dateline opens the first paragraph and tells readers where the news comes from and when it was released. A common press release format is CITY, State, Month Day, Year, followed by a dash and the lead sentence, for example: AUSTIN, Texas, Sept. 22, 2026 —

• City: all capital letters, usually your headquarters or the event location.
• State: AP style uses its own abbreviations in datelines, not postal codes, so Calif. rather than CA. Eight states are never abbreviated: Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah.
• Standalone cities: AP lists 30 major U.S. cities that need no state name, such as CHICAGO, NEW YORK and SEATTLE.
• Month: with a specific date, abbreviate Jan., Feb., Aug., Sept., Oct., Nov. and Dec. Spell out March, April, May, June and July.

Some distributors add their own tags to the dateline, so follow their format when it differs. Our guide to AP style for press releases covers numbers, titles, times and the rest of the rules.

Step 4: Write the Lead

The lead is the first sentence or two after the dateline, and it carries the whole story: who, what, when, where and why, with the "why" reflecting your angle. Name the company with a short descriptor, use a concrete verb such as "launched," "hired" or "acquired," and put the most newsworthy fact near the front.

Publicly traded companies typically include the exchange and ticker symbol on first reference. Skip warm-ups like "In an effort to better serve its customers." An editor who reads only the lead should still understand the news.

Step 5: Build the Body in Inverted-Pyramid Order

In the inverted pyramid, the most important information comes first and each paragraph matters a little less than the one before. Editors often trim from the bottom, so nothing essential should sit at the end. A practical order:

1. Key details: how it works, who it's for and what changes.
2. Context: why now, meaning the problem, trend or event behind the news.
3. Quote: perspective from a named spokesperson.
4. Specifics: pricing, availability, dates and locations.
5. Next step: where readers can learn more.

Write in the third person throughout. "Ferncastle Payroll announced" belongs in the body; "we are proud to announce" does not. First-person language belongs only inside quotation marks.

Step 6: Add a Quote That Says Something

A quote should add what the facts cannot: a reason, a point of view or what the news means for customers. "We are thrilled to announce this exciting launch" says nothing. "Contractors told us slow payments were the main reason they turned down work from small firms" gives a journalist something to use.

• Attribute it with the person's full name and title on first reference.
• Use "said," which AP style favors over "stated" or "shared."
• Keep it to one or two quotes, and don't hide key facts inside them.
• Get approval of the final wording from everyone you quote.

Step 7: Add Supporting Facts You Can Verify

Specifics make a release credible and usable: dates, prices, locations, availability and figures. Include only what you can prove. If a number comes from a third party, name the source in the same sentence; if it comes from your own data, say so and be ready to explain how it was measured.

Avoid rounding up, vague comparisons such as "faster than ever" and projections dressed up as facts. Public companies should have their legal or investor relations team review any forward-looking statements before release.

Step 8: Tell Readers Where to Learn More

Near the end of the body, give one clear next step, such as a product page, a registration page or a report download. Point to the specific page rather than your home page, in a single sentence: "More information is available at [URL]." Save the sales pitch for your own website.

Step 9: Add the Boilerplate

The boilerplate is the short "About [Company]" paragraph near the end of the release. In a few sentences it says what the company does, who it serves, where it's based and, if useful, when it was founded, and it usually ends with your website. Reuse it across releases, but review it each time, because details such as team size or locations go stale quickly.

Step 10: Add the Media Contact

List a real person a journalist can reach: full name, title, company, email address and phone number. A generic inbox with no name, or no contact details at all, makes a release harder to use and can keep it from being published. Make sure the contact can answer questions on release day. Some distributors place the contact block at the top instead; follow their format.

Step 11: Close With ###

Three pound signs, traditionally centered below the last line, tell editors the release is over. You may also see -30- or END used the same way; all three do the same job.

Step 12: Add Multimedia and Links Sparingly

A relevant image, such as a product photo, a headshot for a new hire or your logo, can help a release get noticed and used. Use only images you own or have permission to use, with a caption that says who or what is shown.

Treat links the same way: include a few that genuinely help, with descriptive anchor text. A link in every paragraph looks like spam, and many distributors and news sites limit how many links a release may carry, so check the rules before you submit.

Step 13: Edit and Proofread

Editing is where a draft becomes a publishable release. Set it aside for a few hours if you can, then work through this checklist:

• The headline states the news plainly, with no hype words or exclamation marks.
• The lead answers who, what, when, where and why.
• The dateline follows AP style or your distributor's format.
• Everything outside quotation marks is in the third person.
• Every name, title, date, price and figure matches its source.
• Each person quoted has approved their words.
• Company and product names are spelled the same way every time.
• All links work and go to the right pages.
• The boilerplate is current and the media contact is reachable.
• The release ends with ###.

Then read it aloud and ask someone who hasn't seen it to read it too. If they can't sum up the news in one sentence, go back to your lead.

How Long Should a Press Release Be?

Many releases run roughly 400 to 600 words. That's common practice rather than a rule: a short executive appointment may need less, while research findings or a complex acquisition may need more.

Cut any sentence that doesn't add a fact, context or a useful quote. Also check your distributor's limits, since some cap the word count or charge more for longer releases.

What Gets Press Releases Rejected by News Sites

Most rejections come down to the same handful of problems, and the most useful press release writing tips are really about avoiding them. News sites want releases that read like news and can be verified.

For a longer list, read our breakdown of common press release mistakes. If you plan to use a distribution service, check your draft against its standards before you submit; the RedPress writing guidelines are one example of what editors look for.

Press Release Template You Can Copy

Replace everything in square brackets, delete any line you don't need and keep the order, which follows the 13 steps above.

FOR IMMEDIATE RELEASE

[HEADLINE: COMPANY NAME + ACTION VERB + WHAT HAPPENED, IN PLAIN WORDS]

[SUBHEADLINE: ONE SENTENCE WITH THE MOST IMPORTANT DETAIL THE HEADLINE COULDN'T FIT]

[CITY, STATE], [MONTH DAY, YEAR] — [COMPANY NAME], [SHORT DESCRIPTOR, SUCH AS "A PAYROLL SOFTWARE PROVIDER FOR SMALL BUSINESSES"], today announced [WHAT HAPPENED]. [WHEN AND WHERE IT TAKES EFFECT], [WHY IT MATTERS TO THE AUDIENCE].

[KEY DETAILS: HOW IT WORKS, WHO IT'S FOR AND WHAT CHANGES. TWO OR THREE SENTENCES.]

[CONTEXT: WHY NOW. THE PROBLEM, TREND OR EVENT BEHIND THE NEWS, WITH A NAMED SOURCE FOR ANY OUTSIDE FIGURE.]

"[QUOTE THAT ADDS PERSPECTIVE OR MEANING, NOT A REPEAT OF THE FACTS]," said [FULL NAME], [TITLE] of [COMPANY NAME]. "[OPTIONAL SECOND SENTENCE.]"

[SPECIFICS: PRICING, AVAILABILITY, DATES, LOCATIONS, ELIGIBILITY.]

More information is available at [SPECIFIC PAGE URL].

About [COMPANY NAME]

[BOILERPLATE: WHAT THE COMPANY DOES, WHO IT SERVES, WHERE IT'S BASED, FOUNDING YEAR. THREE OR FOUR SENTENCES.] Learn more at [WEBSITE].

Media Contact

[FULL NAME], [TITLE], [COMPANY NAME]

[EMAIL ADDRESS]

[PHONE NUMBER]

###

When writing a press release from a template, replace every placeholder with something specific to your news, or the result will read as generic. To see finished releases across different announcement types, browse our collection of press release examples.

Annotated Press Release Example

Here is a short example for a fictional company, with bracketed notes showing which step each part covers.

[Headline] Ferncastle Payroll launches same-day payments for independent contractors

[Subheadline] Small businesses can approve and pay contractor invoices in one step starting Oct. 1

[Dateline] AUSTIN, Texas, Sept. 22, 2026 — [Lead: who, what, when, where, why] Ferncastle Payroll, a payroll software provider for small businesses, today launched Same-Day Pay, a feature that lets employers pay independent contractors on the day they approve an invoice. The feature will be available to all U.S. customers starting Oct. 1, removing the wait between approving work and paying for it.

[Body: key details first] Once an invoice is approved in the Ferncastle dashboard, payment is sent to the contractor's bank account the same business day. Employers can also schedule payments or approve several invoices at once, with no new setup required.

[Quote that says something] "Our customers told us slow payments were costing them good contractors, because freelancers take the clients who pay first," said Rowan Ashcombe, co-founder and CEO of Ferncastle Payroll. "Same-Day Pay lets a five-person business compete with much larger companies on that point."

[Supporting facts you can verify] Same-Day Pay is included at no extra cost in Ferncastle's Standard and Plus plans, which start at $39 a month. Payments submitted by 2 p.m. Central time on a business day arrive the same day.

[Where to learn more] More information is available at ferncastlepayroll.example/same-day-pay.

[Boilerplate] About Ferncastle Payroll

Ferncastle Payroll makes payroll and contractor payment software for businesses with fewer than 50 employees. Founded in 2019 and based in Austin, Texas, the company handles payroll, tax filings and contractor payments in one account. Learn more at ferncastlepayroll.example.

[Media contact] Priya Castellan, communications manager, Ferncastle Payroll

press@ferncastlepayroll.example

512-555-0147

###

Notice what the example leaves out: no "we" outside the quote, no superlatives, no claim that can't be checked and no call to "sign up today."

After You Write: Distribution, Timing and Pitching

A finished release only works once the right people see it.

Choose How to Distribute It

You can send a release to journalists yourself, post it in your online newsroom or use a distribution service that publishes it on news sites. Many companies do both: a service for broad publication, plus personal outreach to the reporters who matter most.

If you use a service, look for editorial review and clear reporting. At RedPress, editors review each release against editorial guidelines and can rewrite it to meet outlet requirements, and you approve the final version before distribution. Each campaign comes with a placement report listing the live links, and RedPress plans start at $169, priced per campaign with no membership fee.

Pick the Right Timing

When a release goes out affects who sees it, so avoid moments when your audience or the reporters who cover your field are likely to be focused elsewhere. If you share news with reporters before the release date, agree on the embargo terms with them in advance. Our guide to the best time to send a press release covers scheduling in more detail.

Pitch Journalists Directly

Distribution gets your news published; a pitch gets a specific journalist interested. Send a short, personal email to reporters who cover your topic and explain why the story fits their beat. Learn how to send a press release to journalists, and borrow structure from these media pitch email examples.

FAQ — How to Write a Press Release

How do you write a press release for the first time? Confirm the news is timely and relevant to a specific audience, then gather your facts, quote, boilerplate and contact details. Write in this order: headline, subheadline, dateline, lead, body, quote, supporting facts, where to learn more, boilerplate, media contact and ###. A template keeps you from missing a part.

How long should a press release be? Many releases run roughly 400 to 600 words, but that's common practice rather than a rule. Use as many words as the news needs and no more, and check any limits your distributor sets.

Should a press release be written in first or third person? Third person. Refer to the company by name, as in "Ferncastle Payroll announced," and keep words like "we" and "our" inside quotes from named spokespeople.

Can I make a press release myself without a PR agency? Yes. Plenty of businesses write their own. Follow the standard structure, keep the tone factual, verify every claim and have someone else proofread before it goes out.

Does every press release need a quote? It isn't strictly required, but most releases include at least one because it adds a human voice journalists can use. It should come from a named person with a title and say more than "we're excited."

Can I use AI to help write a press release? AI tools can help you outline or tighten a draft, but they can also invent facts, figures and quotes. Verify every detail, have quoted people approve their words and check your distributor's policy on AI-generated content.

What does ### mean at the end of a press release? It marks the end of the release. Some writers use -30- or END instead; all three tell editors there is no more copy to come.

Summary

Knowing how to write a press release comes down to confirming you have real news, then putting the facts in the order editors expect. Structure and accuracy matter more than style.

Key takeaways:

• Test the news first: timeliness, impact, novelty, a specific audience, human interest and verifiable data.
• Define your angle and audience before drafting, because they shape the headline and lead.
• Answer who, what, when, where and why in the lead, then build the body from most to least important.
• Use a quote that adds perspective, include only facts you can verify, and finish with a boilerplate, a media contact and ###.
• Many releases run roughly 400 to 600 words; cut anything that doesn't serve the news.
• Superlatives, first person outside quotes, unverifiable claims, missing contacts and too many links are common reasons releases get rejected.

Bottom line: A press release that gets used is factual, well ordered and easy to verify. Follow the 13 steps, start from the template, edit hard, then plan distribution, timing and pitching so the finished release reaches the people it was written for.

Finished your release and ready to get it onto news sites? See RedPress plans from $169 →