Format a Press Launch Utilizing This Free Press Launch Template

An efficient press launch garners the proper media consideration, generates widespread protection, and impacts model notion. So what makes a press launch stand out? What’s the distinction between a press launch that’s picked up and the one ignored?

All of it begins with understanding the important thing press launch parts. Realizing what to say — and the best way to say it — will enable you safe the eye of influential media shops. Whereas many press launch distribution providers have editorial groups that can assist you write press releases, creating your personal press launch pays off in the long term.

For those who’re struggling to determine what must go in a press launch, fret not. We’ll break down the weather and have you ever creating the right information launch format very quickly.

Sorts of press releases

Technically, a press launch may be about something an organization considers “newsworthy”. That stated, patterns have emerged in the most typical eventualities the place a press launch can work nicely.

Listed here are some commonplace press releases that companies use:

  • Award press launch: Proclaims any wins like ISO certifications, famend organizations that award an organization’s product or answer, recognition for a enterprise’ work, and so forth.
  • New rent announcement: Informs the target market and buyers about each C-level member who joins an organization in some capability.
  • Partnership announcement: Declares a strategic alliance between two or extra organizations and the way it could affect the trade.
  • Funding announcement: Proclaims rounds of funding and explains what the corporate plans to do with the funding.
  • Occasion press launch: Promotes a newsworthy occasion an organization hosts, attends, or sponsors.
  • Product launch press launch: Reveals details about an organization’s newest answer, product improve, or product-line enlargement.
  • Rebranding press launch: Proclaims an organization’s new company identification (new title, merger and acquisition, or new brand and model colours).
  • Charitable initiative information launch: Proclaims the causes a enterprise is captivated with and its actions to additional these causes.

Understanding the essential parts and format of press releases will take you far. Journalists usually tend to reward you with media protection when the content material you submit is structured to seize their consideration.

Whereas not each press launch must comply with this format, some essential parts shouldn’t be forgotten when crafting your press assertion.

Talking of parts, let’s take a look at every component that makes up a press launch.

Parts of a press launch 

press launch follows an inverted pyramid format of itemizing data. An inverted pyramid is vast on the high and tapers on the backside.

inverted pyramid format

Data in a media launch must also comply with an analogous sample with an important data on the high and different information that doesn’t essentially add to the primary level however can nonetheless be talked about on the backside.

Begin a press launch with an attention-grabbing headline in daring font. Start the physique copy with the date and metropolis that the discharge is from. Your lead sentence must be a concise abstract of the discharge’s topic.

The remainder of the physique tells all of the vital particulars of your story: who, what, when, the place, why, and the way. Put an important data first, adopted by extra normal data, and do not forget to incorporate your contact data on the finish.

Let’s take a look at a pattern press launch to know it higher. Right here’s a press launch instance asserting G2 turning into a startup unicorn after elevating Sequence D funding. This pattern press launch makes use of seven key parts.

elements in a press release

Supply: G2

1. Title

Consider your title as a headline in a significant newspaper. The concept is to speak the primary level of your information launch and intrigue the reader sufficient to wish to know extra.

There’s an artwork in writing nice press launch headlines, mastered solely after sufficient follow. When doubtful, brainstorm a number of choices to select from and ask your workforce which is probably the most compelling.

For the perfect headline, quick and candy is the way in which to go. Your title should not be for much longer than a tweet. ballpark determine for any title is 170 characters or much less.

Listed here are just a few examples of headlines you should utilize for inspiration:

2. Subheading

Consider the subheading as your title’s extra attention-grabbing brother. It expresses an analogous however barely extra in-depth message.

This is not the time to disclose each final element. Your aim is so as to add a bit extra context and pique curiosity resulting in the center of the discharge — 350 characters must be greater than sufficient.

A fantastic title will get individuals to learn the subheading, however an excellent subheading will get them to the physique copy: the majority of your press launch.

Your subheading ought to inform and intrigue, nevertheless it probably gained’t be the deciding issue —whether or not or not the media covers your launch. That’s what the physique paragraphs are for.

3. Dateline

Subsequent up is your dateline, which covers two of the “5 W’s” of journalism: when and the place your newsworthy occasion is occurring.

The dateline is the place to begin of your first physique paragraph. Dates and places must be written in daring, with the placement spelled out in all capital letters.

The Related Press (AP) model information is most popular by information shops, so its guidelines apply right here. Be careful for places specifically. Among the largest cities are standalone, so that you needn’t specify a state after. Assume CHICAGO or SAN FRANCISCO. Others require a state abbreviation, akin to SACRAMENTO, Calif. or MEMPHIS, Tenn.

4. Physique paragraphs

Your physique paragraphs are the majority of your media launch, particularly while you go into the main points, akin to your new government rent’s skilled background, the brand new options your newest product affords, and extra.

Keep in mind the 5 Ws from journalism: who, what, when, the place, and why. The most effective press releases embody all 5, some with loads of time dedicated to the why. It’s the “why” that can get the media excited and improve your possibilities of protection.

Your press launch ought to have a powerful lead explaining your newsworthy content material in a single sentence. Then elaborate on the primary level within the first paragraph and embody the next particulars: 

  • Who is part of this information 
  • How this information got here to be 
  • Who’re the important thing stakeholders 
  • What this implies for the group

Add details about what this information may imply for the group’s prospects or buyers. Keep in mind, press releases must be quick paragraphs not longer than three to 4 strains.

On the tail finish of the press launch, begin by itemizing particulars that weren’t included initially however appear vital. Embody background details about the corporate, their journey, and any supporting information. 

All paragraphs within the press launch ought to comprise data in descending order of precedence, with an important piece of stories initially and the much less vital one towards the tip. Don’t overlook that press releases will likely be revealed on-line. Subsequently, it’s good to undertake search engine marketing (search engine marketing) finest practices when making a launch.

You possibly can incorporate photos, quotes, and hyperlinks into your physique paragraphs to make them extra compelling.

5. Hyperlinks

Whereas media protection is vital, the last word aim of your launch is to drive model consciousness. Ideally, your press launch is simply the place to begin for a long-lasting relationship. By together with alternatives for interplay, you’re taking an additional step to make sure you gained’t be forgotten.

Consider hyperlinks as a method to proceed the connection. By linking again to related pages in your web site, your reader can construct that relationship with a click on of the mouse. It additionally provides media shops straightforward avenues for extra data and analysis.

Simply ensure you play by the foundations and don’t embody extra hyperlinks than the newswires enable. Do not add hyperlinks simply so as to add hyperlinks — level them to helpful pages related to the story and provides them supplemental data.


All parts have to this point been goal. Like all nice information story, press releases give attention to the info. It is who, what, when, and so forth — fairly formulaic.

Quotes are the one space of your press releases the place you may add some emotional attraction. They’re your alternative to place the info in a context that’ll get readers excited.

There is not any one higher than the individuals who have labored tirelessly getting ready your newest product launch, partnership deal, or charitable initiative on the subject of including quotes. Together with a brief assertion from a key particular person will assist convey your pleasure.

Embody quotes from related stakeholders and trade consultants — influencers and large names whose opinions would curiosity individuals. You need to clearly point out the particular person’s title, present designation, and firm earlier than starting their quote. “Do not forget so as to add citation marks to mark the start and the tip of the quote.”

Listed here are just a few examples of quotes used within the pattern press launch above:


  • “Software program spending will high $4 trillion this yr and is rising shortly with the necessity for digital transformation. Clients anticipate dependable, trusted evaluations for every little thing they store for, and that is more and more true for B2B software program purchases the place complexity is at an all-time excessive and belief is low.” – CEO and Co-Founding father of G2, Godard Abel.
  • “We’re thrilled to be backing G2 and stay up for leveraging our in depth expertise in backing and rising enterprise software program and best-in-class expertise platforms to additional its market-leading place.” – Accomplice and Head of the Menlo Park workplace at Permira, Tom Eggemeier.

7. Boilerplate

Also called an “about us” part or “company abstract,” the boilerplate is the place you supply a high-level background in your firm. In about 100 phrases or fewer, you may embody:

  • Awards, honors, and recognitions
  • Spectacular metrics (variety of prospects, workers, and capital raised)
  • Hyperlinks to your web site pages
  • Inventory symbols (if publicly traded on an trade)
  • The viewers your services or products serve
  • Distinctive positioning or benefit over opponents
  • What your organization does
  • Your organization tagline, slogan, or catchphrase

Not like different parts in your press launch, you solely have to write down your boilerplate as soon as. You possibly can reuse it in each launch to stay constant along with your messaging. Nonetheless, often replace numbers, like income and worker rely, to remain updated.

Further press launch parts

Moreover the weather we have coated to this point, there are just a few others that must be included in a press launch earlier than it’s despatched out to information shops, together with:

  • Photos
  • Contact data
  • Launch date
  • Ending your press launch


Photos break up partitions of textual content, add visible aptitude, and usually make your launch a bit extra attention-grabbing. Everyone knows the cliche “an image’s value a thousand phrases?” Whereas that might not be solely true, a picture lets you elaborate in your story uniquely.

Most organizations perceive that photos are highly effective and determine to incorporate them of their press releases. Sadly, too many overlook that it must be related to be highly effective.

Let’s be sincere — no one needs a press launch with a inventory picture. At the beginning, are you able to say ‘boring’? But it surely may even backfire for those who’re coping with media shops that obtain the discharge after it’s revealed. Utilizing a inventory picture nearly ensures your press launch will mix in with the remaining.

Related photos, nonetheless, will catch the attention and amplify the message you are conveying. For instance, let’s say your rebranded brand is prepared, or you could have an excellent headshot of your new government rent. If that’s the case, don’t overlook to incorporate the visible.

Lastly, in case your press launch is distributed on-line, tagging photos with correct key phrases will improve your visibility. Somebody googling “new Chicago residences,” as an illustration, would possibly land on the picture of your groundbreaking improvement subsequent to Wrigley Area.

Contact data

Together with contact data looks like a no brainer. That stated, it may be a deal-breaker if forgotten. If a reporter is all in favour of your story and desires to comply with up however cannot discover a method to attain out to you, they will transfer on to the subsequent press launch within the pile.

It’s essential so as to add a media contact (PR professionals, media coordinators, or communications executives) as the primary level of contact for journalists for extra data. Embody the next to profit from each alternative:

  • Title
  • Designation
  • Cellphone quantity
  • E-mail handle
  • Firm title
  • Firm brand

Ensure you obtain each message by maintaining your telephone quantity and e-mail handle up to date. As for who to incorporate, it relies upon. Some corporations have a devoted media liaison, whereas some favor to vary it up based mostly on the character of the discharge.

Launch date

The primary component (and arguably, probably the most vital) of your press launch is the discharge date. This offers media shops your timeline — mainly while you plan to make the knowledge public.

Press releases give attention to newsworthy objects, so timing is every little thing. Some launch dates point out “for rapid launch,” signaling to media shops that you simply’re able to publicize the knowledge straight away.

However what about each PR skilled’s nightmare? Secretly planning a brand new product launch, solely to have an keen journalist spill the beans a bit too early. To forestall this, you may regulate your launch date to “embargoed till 2021-10-08T18:16:08Z.” This prohibits media shops from sharing your press launch till the date you specify.

Do you know? A media embargo is issued when an organization (the information supply) distributes newsworthy data to media publications earlier than it’s launched to most of the people. The embargo is a requirement from the corporate that prohibits the shops from publishing the information till a sure date or set situation is met.

Getting your press releases ready early, and embargoing them till a later date, makes it straightforward to coordinate the large reveal. It additionally provides media shops time to arrange in-depth protection or search extra data as a substitute of scrambling.

Whether or not to launch now or embargo till later depends upon the respective state of affairs. There in all probability is not a very good purpose to delay information about your newest charity initiative. Then again, maintaining your new CMO rent below wraps till the contract is signed makes lots of sense.

Ending your press launch

Transitioning pages inside a press launch — or ending them — is commonly complicated. It is simple to assume {that a} press launch has ended when there’s extra data. Or somebody assumes they’re lacking one thing regardless that the discharge has ended.

Over time, media shops have developed a standardized format to keep away from confusion. It is easy. In case your press launch continues on a subsequent web page, finish the present web page with the “extra” command (shows one display screen at a time when the textual content file is massive).

Nonetheless, in case your press launch is completed, point out the tip of the doc with three hash symbols (###).

The subsequent step in studying to write down a press launch is knowing the press launch format.

In case your press launch is in a format a journalist is acquainted with, your odds of getting it revealed are greater.

Necessary: Earlier than you write a press launch, you could do one thing newsworthy. In different phrases, have information which journalists really wish to cowl! Your hook for the story or the discovering that you simply’re pitching should be based mostly on a trending matter that journalists are presently protecting.

Free press launch template

Now that you’ve got realized the fundamentals of a press launch and what goes in it, it’s time so that you can create your personal. Right here’s a free press launch template to get you began.

free press release template

The content material in your press launch may be structured in a different way relying on the kind of press launch and the occasion surrounding the information.  It’s impractical to have press launch templates prepared for any potential state of affairs. Nonetheless, it is a good follow to create generic templates for crucial events.

Whereas the press launch format varies based mostly on the event, a normal rule applies to all: prioritize key messages and don’t allow them to get misplaced in a flurry of phrases. By maintaining the press launch format as an integral a part of your PR plan, you may keep away from last-minute hiccups that are inclined to crop up throughout a PR marketing campaign.

Persist with the established order

Codecs aren’t at all times binding. Relying on the channel you want to goal and the content material itself, the weather you embody in your press launch will fluctuate from story to story. What’s extra vital is to current your message and knowledge in the easiest way potential in order that readers and journalists can digest the content material and retain it successfully.

Now that you already know the format, it’s time to study the best way to write a press launch.

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