Press release : guideline and tips

Last Updated on 1 August 2026 by Francois Marsteau

Francois Marsteau

CEO 24presse

PR Professional since 2010 and CEO of 24presse.com. Press release distribution, Media relations, Digital PR , Earned media, Press release writing, SEO, AI visibility, Media monitoring, Online reputation, Corporate communication, Journalist databases, Public affairs.

Business School Degree – INSEEC Undergraduate Program in Business Ethics – Fordham University Classe préparatoire HEC

13 article(s) published — Press relations, Corporate communications, Press release, Press release distribution, Media relations, Journalism, Media visibility, SEO, GEO, Artificial intelligence, Digital communication, Online reputation,

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Reviewed by Antoine Cassagne-Latute, Consultant RP

Press release: quick answer

A press release is a concise, factual announcement written for the media. It normally contains a headline, a lead paragraph answering the main questions, supporting facts, one or more attributable quotes, a company boilerplate and a media contact. Its purpose is to help journalists decide whether the announcement is relevant to their audience.

Recommended working length: approximately 400–600 words for most announcements, with one clear news angle.

A press release is an official, news-focused document used to communicate a timely announcement to journalists, editors, media outlets and relevant online publications. An effective press release gives the essential facts quickly, explains why the news matters and provides everything a journalist needs to assess, verify and cover the story.

This practical guide explains the definition, purpose, format, writing process and distribution of a press release. It also includes a reusable template, editorial checks, examples and advice drawn from 24Presse’s experience in press release writing and distribution.

Press release distribution service for reaching media outlets and journalists worldwide

What is a press release

A press release, also called a news release or media release, is a structured communication document that announces information considered relevant to the media. It is written on behalf of a company, institution, association, public body, agency or individual and is sent to journalists who may decide to investigate, quote or publish the news.

The press release is an external communication tool for journalists, not a guaranteed article and not an advertisement disguised as editorial content. Its job is to present verifiable facts in a format that can be understood quickly. A journalist must remain free to assess the news, request evidence, interview the organization and choose an independent editorial angle.

A good press release answers the most important questions immediately:

Who is making the announcement?
What has happened or will happen?
When does it take effect?
Where is it relevant?
Why does it matter?
How does it work, when that detail is useful?

For a complementary explanation, see what a press release is and how it differs from promotional copy.

What is a press release used for

A press release is used to place a factual announcement on the media agenda. Its value comes from the quality of the news, the clarity of the document and the relevance of the journalist targeting—not from repeating promotional claims.

Organizations commonly use press releases to announce:

a product, service or technology launch;
a company creation, expansion or important milestone;
a partnership, acquisition, merger or funding round;
research findings, survey results or a new report;
an event, exhibition, conference or public initiative;
an executive appointment or organizational change;
a certification, regulatory authorization or award;
a crisis response, correction or official company position;
a cultural release, book, film, album or performance;
a local project with a clear community impact.

A press release can support media visibility, credibility and discoverability, but it should be part of a broader public relations process. That process may include direct journalist outreach, interviews, a press kit, supporting visuals, media monitoring and follow-up.

What makes a press release newsworthy

Newsworthiness is the main condition for an effective press release. Before writing, identify the fact that is new and explain why it is relevant now. A weak announcement does not become stronger simply because it is placed in a press release format.

How to Evaluate the News Value of a Press Release

Use these five criteria to determine whether an announcement is relevant, credible and sufficiently newsworthy for journalists.

News value	Question to ask	Possible evidence
Timeliness	Why should this be covered now?	Launch date, event date, new regulation or newly published result.
Impact	Who is affected, and how?	Figures, geographic scope, audience size or measurable consequences.
Novelty	What is genuinely new or different?	New feature, first result, original method, innovation or discovery.
Relevance	Why will the target publication’s readers care?	Sector trend, local connection, audience need or public interest.
Credibility	Can the main claims be independently verified?	Named sources, supporting documents, reliable data and expert contacts.

24Presse tip: the strongest press releases combine several news-value criteria and support every important claim with verifiable facts.

24Presse recommends testing the central angle in one sentence: “This announcement matters because…” If the answer is vague, promotional or unrelated to the target audience, refine the angle before drafting. Reviewing press release examples and models can help distinguish a real news angle from ordinary company promotion.

Press release structure and format

A professional press release follows the inverted pyramid: the most important information appears first, followed by supporting detail and background. This format lets a journalist understand the story quickly and shorten the text from the bottom without losing the essential facts.

Inverted pyramid structure for a press release

24Presse practical guide

Essential Elements of a Professional Press Release

A clear press release structure helps journalists identify the news, verify the claims and find the information they need without delay.

Element	Purpose	Best practice
Release status and date	Clarifies when the information may be published.	Use “For immediate release” or state a clear embargo agreed in advance.
Headline	States the news.	Be specific, factual and understandable without additional context.
Optional subheadline	Adds a useful consequence or supporting detail.	Add new information rather than repeating the headline.
Dateline and lead	Answers the main 5W questions.	Put the strongest and most newsworthy fact in the first sentence.
Supporting paragraphs	Provides evidence, context and implications.	Use short paragraphs, precise language and verifiable details.
Quote	Adds attribution, interpretation or human context.	Use a named spokesperson and avoid empty praise or generic corporate language.
Boilerplate	Explains who the organization is.	Keep the description factual, concise and consistent across releases.
Media contact	Enables verification and interview requests.	Include a monitored email address, a contact name and, where appropriate, a phone number.

How to write a press release in 10 steps

1. Define one primary announcement

Choose one main piece of news. Combining unrelated announcements weakens the angle and makes the press release harder to summarize. Additional information can be placed in a press kit or linked supporting material.

2. Identify the target audience and media

Decide who needs to know and which journalists cover that subject. A local opening, a medical authorization and a technology partnership require different media lists, evidence and vocabulary.

3. Gather verifiable facts

Confirm names, dates, locations, figures, responsibilities, product details and source documents before writing. Separate facts from projections and opinions. A strong press release makes verification easy.

4. Write a factual headline

The headline should state the announcement, not merely describe a topic. Prefer “Company X launches Y to solve Z” to vague wording such as “Company X is changing the future.” Clear terminology also helps search engines and AI systems understand the entity, action and subject.

5. Write the lead paragraph

The first paragraph should provide a complete summary in two or three sentences. Include the organization, the announcement, the date or timing, the location or scope and the main reason it matters.

6. Add evidence and context

Support the lead with concrete details: specifications, numbers, previous milestones, the problem being addressed, relevant context and what happens next. Link to supporting documents when they genuinely help the reader.

7. Add a meaningful quote

A quote should explain significance, intention or impact. It should sound like a person speaking, not like an advertising slogan. Attribute it to a named individual with a clear role.

8. Add the boilerplate and contact

Close with a short factual description of the organization and a media contact who can answer questions promptly. Journalists should not have to search the website to verify who issued the release.

9. Edit for clarity and neutrality

Remove superlatives, repetition, jargon and unsupported claims. Use short sentences, active voice and descriptive vocabulary. Professional press release writing should make the news easier to assess, not make the language louder.

10. Check links, formatting and distribution readiness

Test every URL, confirm contact details, proofread names and figures, compress images and preview the release on mobile. Then choose the most relevant distribution method rather than sending the same generic message to every media contact.

Press release template

The following structure can be copied into a document or the WordPress editor and adapted to the announcement.

For immediate release

Professional press release template by 24Presse

Clear headline stating the announcement

Optional subheadline explaining the main benefit, result or consequence

Location: City, Country Date: Day Month Year

CITY, Country — Date — Organization name today announced the main news. Explain who is affected, why it matters and when it becomes effective.

Provide the strongest supporting facts, figures, context or evidence. Explain precisely what is new, how it works and what distinguishes the announcement from existing alternatives.

A useful quotation that explains the significance, impact or wider context of the announcement. Add a second sentence that provides perspective rather than simply repeating the lead paragraph. — Full name, Job title at Organization

Add relevant background information, availability, next steps, eligibility conditions, geographic scope or a link to useful supporting material.

About Organization

Write two or three factual sentences describing the organization, its principal activity, location, history and relevant expertise. Avoid promotional superlatives and claims that cannot be verified.

Media contact

Name Full name
Role Role or department
Email name@example.com
Phone +00 000 000 000
Website www.example.com

For additional formats, review these press release examples and models.

Professional press release guidelines

Keep the release focused

One press release should communicate one primary announcement. A focused angle improves comprehension, targeting and the likelihood that the story can be summarized accurately.

Use an appropriate length

Most routine releases can be covered in approximately 400–600 words. Complex research, legal or technical announcements may need more context, but extra detail should remain relevant and easy to scan. The principle behind “the shorter the better” is not to omit evidence; it is to remove everything that does not help the journalist understand or verify the news.

Write for journalists, not for advertising

A press release should inform. Avoid claims such as “revolutionary,” “world-class,” “unique” or “best” unless they are precisely defined and supported. An older but still useful external writing reference is Marketing Donut’s guide to an effective press release.

Make the release easy to read

Use descriptive headings, short paragraphs, bullets and tables where they improve comprehension. Do not hide the key fact halfway down the page. A person unfamiliar with the organization should understand the announcement within a few seconds.

Use links selectively

Link to a landing page, report, image library, registration page or source document only when it supports the announcement. Too many links make the document look promotional and distract from the central story.

Send accessible material

When pitching by email, place the essential message in the email body or provide an accessible web version. Attachments can create friction, particularly when they are large or unexpected. High-resolution assets can be offered through a clearly labelled media link.

Date and identify the issuer

Make the issuing organization, publication date, release status and media contact visible. An undated or anonymous document creates unnecessary doubt about authenticity and freshness.

Press release vs media pitch, article and press kit

Format	Main purpose	Typical content
Press release	Present a complete, official announcement.	Headline, lead paragraph, verified facts, quotation, company boilerplate and media contact information.
Media pitch	Persuade a specific journalist to consider a relevant story angle.	A short, personalized email explaining why the proposed angle is relevant to the journalist, publication and audience.
Press kit	Provide detailed supporting resources for journalists.	Company facts, spokesperson biographies, photographs, logos, reports, background documents, videos and frequently asked questions.
News article	Inform readers through independent editorial work.	Original reporting, wider context, several sources, verification and independent editorial judgment.
Sponsored article	Publish paid branded content on a media or specialist website.	Promotional, informative or educational branded content that is clearly identified as sponsored or paid.

A press release may support a pitch, while a press kit provides the deeper material that cannot fit in the release itself. These formats are complementary but should not be confused.

How to distribute a press release

Press release distribution means delivering the announcement to the journalists, media outlets and online audiences most likely to consider it relevant. Distribution quality depends on targeting, timing, deliverability, presentation and follow-up.

1. Publish a stable web version

Host the release on a permanent, indexable page with a clear title, publication date, organization name, contact details and shareable URL. This gives journalists and search engines a reliable source to reference.

2. Build a relevant media list

Select journalists by subject, outlet, geography, language and audience. Relevance is more valuable than list size. A carefully selected group of contacts usually produces better conversations than a mass email sent without editorial matching.

3. Personalize the outreach

Explain briefly why the announcement fits the journalist’s beat or recent work. This does not require a long email; it requires a relevant reason. See these practical tips for contacting journalists and the media.

4. Choose an appropriate distribution channel

Depending on the announcement, distribution may combine direct outreach, a PR agency, a specialist platform, a newsroom page, social media and sector-specific publications. The complete process is described in the five steps of press release distribution and in this complementary guide to press release distribution.

5. Time the release carefully

Avoid sending important news without checking deadlines, time zones, events, holidays and competing announcements. Embargoes should be used only when there is a clear reason and when recipients have agreed to the restriction.

6. Follow up professionally

A short, relevant follow-up can be appropriate when the journalist has not responded. Repeated generic reminders are counterproductive. Be available to provide evidence, visuals, an interview or clarification.

Ready to distribute an announcement?

Use 24Presse to send your press release, or access the dedicated page to send it to journalists.

For a broader overview, read how to send and distribute a press release.

How to measure press release results

Do not measure success only by page views or the number of emails sent. Evaluate whether the release reached relevant media, generated qualified interest and supported the organization’s communication objective.

Delivery: successful sends, bounces and inbox placement.
Engagement: journalist replies, requests for information and interview opportunities.
Media coverage: articles, broadcasts, newsletters, podcasts and specialist mentions.
Quality: relevance of outlets, accuracy of coverage, message inclusion and audience fit.
Referral activity: visits, registrations, downloads or enquiries attributable to coverage.
Long-term visibility: citations, branded search, backlinks and discoverability of the announcement.

Build a press coverage record after distribution. A media clipping tool can centralize coverage, while Bookizer can help organize and present a media coverage report.

Industrial partnership Théa and Unither Pharmaceuticals announce an industrial partnership for a new ophthalmic manufacturing facility Read press release
FDA clearance Cercare Medical receives FDA 510(k) clearance for AI-powered brain tumor segmentation Read press release
Medical technology Cercare Medical receives FDA 510(k) clearance for cone-beam CT perfusion Read press release
Global collaboration Siemens Healthineers and Cercare Medical announce a global collaboration Read press release

European growth ADVANS Group accelerates its growth in Europe and strengthens its expertise Read press release
International expansion ADVANS Group expands into Italy with a new presence in Milan Read press release
Executive appointment Ricardo Kaufmann joins Lior Global Partners as managing director Read press release

Digital platform Made-in-US.com launches a U.S. vehicle purchasing platform Read press release
Original soundtrack The Samurai and the Prisoner original soundtrack, with music by Yoshihiro Hanno Read press release
Book and culture “Princesse Emma,” by Stéphane Sassi Read press release

Common press release mistakes

No real news: the document promotes ordinary activity without a timely, relevant development.
A vague headline: the reader cannot identify the organization, action or consequence.
A promotional lead: the first paragraph uses claims instead of facts.
Too many topics: several unrelated announcements compete for attention.
No evidence: numbers, awards, comparisons or market claims cannot be verified.
Generic quotes: the spokesperson says the organization is “delighted” without adding information.
Poor targeting: the release is sent to journalists who do not cover the subject or location.
Missing contact details: there is no clear person available for questions.
Heavy attachments: the recipient must download large files before understanding the story.
No proofreading: incorrect names, dates and links damage credibility.
No follow-up plan: the organization cannot provide an interview, image, document or clarification.

Journalists have more potential stories than they can publish. This older Forbes discussion of what journalists think of press releases reinforces a durable principle: clarity, relevance and usability matter more than hype.

24Presse editorial checklist

Based on day-to-day work with press release writing and distribution, 24Presse recommends completing this check before publication.

Check	Pass criterion
01 News	The announcement is new, timely and relevant to a clearly defined audience.
02 Headline	The organization and main action are understandable without reading any further.
03 Lead	The first paragraph answers the essential 5W questions: who, what, when, where and why.
04 Evidence	Important claims are supported by facts, named sources, figures or verifiable documents.
05 Neutrality	Unsupported superlatives, advertising language and excessive promotional claims have been removed.
06 Quote	The quotation adds interpretation, context or perspective and is attributed to a named person.
07 Entities	People, organizations, products, brands and locations are named clearly and consistently.
08 Contact	A genuine and monitored media contact can answer questions or arrange an interview promptly.
09 Links	Every internal and external link works correctly and has a clear editorial purpose.
10 Targeting	The media list matches the announcement’s topic, industry, geographic area and intended audience.

Press release FAQ

What is a press release?

A press release is an official, factual announcement prepared for journalists and media outlets. It summarizes news in a standard format and provides supporting information, attribution and contact details.

Why are press releases important?

Press releases help organizations communicate verified news consistently, make information easier for journalists to assess and create a permanent source that can support media outreach, public information and online visibility.

How do you write an effective press release?

Start with one newsworthy fact, write a clear headline and summarize the 5W questions in the lead. Add evidence, useful context, an attributable quote, a factual boilerplate and a media contact, then edit for clarity and neutrality.

What is the ideal length of a press release?

Approximately 400–600 words is suitable for many announcements. The correct length is the shortest version that communicates the news accurately and provides enough evidence for a journalist to evaluate it.

What makes a press release newsworthy?

A press release is newsworthy when it contains timely and relevant information with a clear impact, novelty, public interest or connection to the target audience. Product launches, partnerships, research, funding, appointments, events and regulatory decisions are common examples.

What is the inverted pyramid method?

The inverted pyramid places the most important information at the beginning, followed by supporting facts, quotes and background. It improves scanning and lets editors shorten the release from the bottom without removing the core news.

Should a press release be optimized for SEO?

It should use clear, natural terminology, descriptive headings, meaningful links and accurate entity names. However, the primary audience is still journalists and readers. Repeating a keyword unnaturally or adding irrelevant links reduces quality.

Can AI write a press release?

AI can help create an outline, identify missing information or improve clarity, but a responsible editor must verify every fact, quote, name, date and claim. Confidential information, legal risk, tone and newsworthiness require human judgment.

How do journalists evaluate a press release?

Journalists typically assess relevance to their audience, news value, credibility, clarity, supporting evidence and the availability of a useful contact. A well-formatted release cannot compensate for irrelevant or unverifiable information.

How do you distribute a press release?

Publish a stable online version, identify relevant journalists, personalize the outreach and use the appropriate combination of direct email, a distribution service, a PR agency and owned channels. Track replies and coverage, then follow up only when there is a useful reason.

Should a press release be sent as an attachment?

The essential announcement should be readable without opening an unexpected attachment. Place the main information in the email or link to an accessible web version, and provide downloadable images or documents separately when needed.

What should appear at the end of a press release?

Include a factual company boilerplate and media contact details. Depending on the announcement, you may also include a link to supporting assets, registration information or a source document.

Conclusion: a press release should make credible news easy to use

An effective press release combines a genuine announcement, a clear journalistic structure, verifiable information and relevant distribution. It should help a journalist understand what happened, why it matters, who can confirm it and where to find supporting material.

The strongest improvements rarely come from adding more promotional language. They come from sharpening the news angle, improving evidence, simplifying the headline and lead, choosing the right media contacts and making follow-up easy.

Continue with these practical resources:

Press Release Guidelines: How to Write and Distribute One