How to Write and Distribute a Press Release

This guide covers how to write a press release step by step. It also covers when to send one and how to reach the right reporters. At the end, you’ll find two articles with more examples.

What is a Press Release?

Press releases have been around for over a century. Reporters and journalists use them to find stories worth covering. A good release can lead to an interview or a full news story.

Before the internet, a press release was one of the best ways to get a story in front of a newsroom.

The format traces back to 1906. PR pioneer Ivy Lee wrote the first one for the Pennsylvania Railroad after a deadly train accident. The New York Times printed it almost word for word. That approach set the pattern most releases still follow today.

What Is the Goal of a Press Release

The goal of a press release is simple. You want to alert a news outlet or reporter to your announcement.

If a journalist finds it interesting, they may want an interview. That can turn into a story that reaches their audience. And that’s what brings you media coverage.

What Makes A Press Release Work?

Newsworthiness:

Your press release must be newsworthy to gain any real traction. Someone may post it on the outlet’s website. But the real win is a reporter picking up your story and running with it.

An outlet serves an audience, whether that’s the general public or a specific niche. Focus on what matters to them, not just to you.

If your release reads like an advertisement, a reporter will skip it. It has to add value for their readers, not just promote your business.

Press Release Format:

Write your press release in the format reporters expect. Keep it to one page — about 300 to 500 words. Reporters are busy, and a tight release respects their time.

Remember, the goal is to land an interview, not to tell the whole story upfront. More on formatting is coming up.

When To Send a Press Release?

Sending a press release can help your business in several situations:

A New Product or Service Launch:

If you’re launching something newsworthy, a press release can help build awareness.

Product Relaunch:

Bringing back a discontinued product, or redesigning one, is worth announcing.

A Structural Change in Your Organization:

Leadership changes are worth sharing. For example, if you fired your CEO and someone new is stepping in, that’s news.

A Change In Operations:

Opening or closing a department or location, discontinuing a product, or completing a product line are all reasons to consider a release.

A New Joint Venture:

Partnerships and joint ventures are good opportunities for a release.

The Addition of a New Executive:

Hiring a high-profile executive is news worth sharing.

Awards:

If your business or an executive wins a prestigious award, tell that story. A reporter will often be interested in what led up to it, since a good backstory keeps readers interested.

To Manage a Crisis:

Sometimes a company sells a defective product that affects customers or the public. In cases like this, take responsibility quickly. Getting ahead of it matters most when health or safety is at stake.

You’ll find more reasons and examples further down this post.

Press Release Styles:

Reporters are accustomed to the Associated Press Stylebook. For the official rules, visit APStylebook.com.

How To Write A Press Release

Start by reviewing your message. Ask yourself:

Is my announcement newsworthy?
Would a reporter want to interview me about this?
Could I picture this on the 6 o’clock news or in print?

If your press release isn’t newsworthy, none of the formatting below will save it.

You can download a template from the resources below, or use a setup like this one:

CONTACT INFORMATION:
[Company Name]
[Media Contact Name]
[Phone Number]
[Email Address]

FOR IMMEDIATE RELEASE
or
HOLD FOR RELEASE UNTIL/Release Date

[HEADLINE IN CAPS]

Take time on your headline. It needs to grab the reporter’s interest. A clear, accurate headline gets the rest of the release read.

[Optional Subhead – Title Case AP Style/Italics]

Dateline: [CITY, STATE, Month Date]

Write 4 to 5 paragraphs here. This is where you give the details and make your case. Include a quote from a professional if you can.

Cut the fluff. Get to the point. Reporters skim through hundreds of releases a day, and they don’t have time for extra content.

Keep the goal in mind: getting a reporter to call you for an interview.

[Call to Action] — Tell the reporter what you want them to do. Usually, that’s to call you and set up an interview.

[Boilerplate] — Give a brief overview of your company here. Keep it to 3 to 5 sentences covering what you do and who you serve.

Using the ### Symbol

Reporters recognize the three-pound symbol, ###, at the end of a release. It’s a journalistic signal marking the end of the document. Using it shows you know their format.

AI tools are already part of the picture: a 2026 survey found 82 percent of journalists use AI somewhere in their own workflow. Write your release in clean, factual language so it holds up whether a person or a machine reads it first.

When and How to Send Your Press Release

Timing and targeting matter as much as the writing. Build a short list of reporters who actually cover your industry — 20 to 50 contacts is plenty to start.

Send your release Tuesday through Thursday, mid-morning, in the reporter’s own time zone. Paste it into the body of your email. Don’t send it as an attachment.

Follow up once, about 48 to 72 hours later, if you haven’t heard back.

That covers the basics of writing and sending a press release. Below are two more guides if you want additional examples, along with a quick-reference summary.

Key Points and Facts About Writing a Press Release

A press release alerts reporters to a newsworthy announcement — it isn’t an ad.
Keep it to one page, about 300 to 500 words.
Use AP Style throughout.
Include a headline, dateline, body, call to action, boilerplate, and contact information.
Close with ### to signal the end of the document.
Target reporters who cover your industry, not a mass list.

Action Steps for Writing a Press Release

Confirm It’s Newsworthy

Ask whether a reporter would want to interview you about it.
Check whether it fits one of the common reasons to send a release — a launch, a leadership change, an award, and so on.

Draft the Release

Write the headline first, then the dateline and body.
Add one quote from a professional or executive.
Keep the whole document to one page.

Format and Proof It

Check it against AP Style.
Read it three times for spelling and accuracy.
Add the boilerplate and contact information.

Send It

Build a short list of relevant reporters.
Send Tuesday through Thursday, mid-morning, in their time zone.
Follow up once after 48 to 72 hours.

Checklist for Writing a Press Release

Newsworthiness confirmed
- The announcement fits a real news reason, not just self-promotion.
Format follows AP Style
- Headline, dateline, body, boilerplate, and contact block are all in place.
Length is one page
- About 300 to 500 words, no longer.
Quote included
- At least one attributed quote appears in the body.
Proofed for accuracy
- Spelling, facts, and AP Style checked at least twice.
Media list ready
- A short list of relevant reporters is built and ready to go.

FAQ: Writing a Press Release

How long should a press release be?

Keep it to one page, about 300 to 500 words.

Do I need a quote in my press release?

Yes. A quote from an executive or professional adds credibility and gives reporters something they can use directly.

Can I use AI to write my press release?

Yes. Using AI for a first draft is common practice. Just have a person review the final version before sending it.

What does ### mean at the end of a press release?

It’s a journalistic symbol that marks the end of the document.

How do I find the right reporters to send it to?

Build a short, targeted list of reporters who already cover your industry, rather than sending to a large generic list.

Should I expect AI to be involved when a reporter reviews my press release?

Increasingly, yes. A 2026 survey found 82 percent of journalists use AI somewhere in their own workflow — another reason to keep your release clean, factual, and free of fluff.

References: