A press release is a written announcement that shares news or important information about a company, brand, product, service, event, person, or organization with journalists, media outlets, and the public.

Businesses, startups, authors, nonprofits, and organizations use press releases to announce important developments and increase their visibility. A well-written press release can help attract media attention, generate online coverage, support brand awareness, and give audiences a clear and credible source of information.

If you are new to PR, this guide explains what a press release is, how a press release is formatted, what information it should include, and provides a complete press release example.

What Is a Press Release?

A press release is an official news announcement issued by a company, organization, individual, or public relations team.

Unlike a regular blog post or advertisement, a press release is written in a news-oriented format. Its purpose is to communicate a specific piece of news that may be relevant to journalists, publications, customers, industry professionals, or the general public.

Common reasons for issuing a press release include:

• Launching a new product or service
• Announcing a new company
• Publishing a new book
• Announcing an event
• Sharing a business milestone
• Announcing a partnership
• Introducing a new executive
• Expanding into a new market
• Announcing an award or recognition
• Sharing research or survey results
• Announcing an acquisition or merger
• Promoting an important company development

The key idea is simple: a press release should have something newsworthy to announce.

Why Do Businesses Use Press Releases?

Press releases can be part of a company's broader public relations and marketing strategy.

A press release can help a business:

Increase Brand Visibility

Distributing a press release can put your company, product, service, or story in front of a larger audience.

Reach Journalists and Media

A newsworthy announcement can give journalists and publications information they may use when researching or covering a story.

Build Online Presence

Press releases can create additional online mentions and pages associated with your brand or announcement.

Announce Important News

A press release provides a structured way to officially communicate an announcement rather than relying only on social media or a website update.

Support Brand Credibility

Being mentioned by relevant media outlets can contribute to brand awareness and provide third-party visibility. However, media coverage is never guaranteed simply because a press release is distributed.

What Is the Format of a Press Release?

A standard press release generally follows a recognizable structure. This makes it easier for journalists and readers to quickly understand the announcement.

A typical press release format includes:

1. Headline
2. Sub-headline (optional)
3. Dateline
4. Opening paragraph
5. Supporting paragraphs
6. Quote
7. Additional information
8. Call to action
9. Company boilerplate
10. Media contact information

Here is a simple structure:

FOR IMMEDIATE RELEASE

Headline

Optional sub-headline

CITY, State — Date — Opening paragraph explaining the most important information about the announcement.

Supporting paragraph explaining additional details.

Quote from a company executive, founder, author, expert, or relevant spokesperson.

Additional information about the announcement, product, event, organization, or development.

Call to Action: Visit the company's website to learn more.

About [Company Name]

A short description of the company or organization.

Media Contact

Name
Company
Email
Phone
Website

Press Release Example

Below is a fictional example showing how a press release can be formatted.

FOR IMMEDIATE RELEASE

BrightPath Publishing Announces New Guide Helping First-Time Authors Navigate Book Publishing

New resource provides practical guidance for independent authors preparing to publish and promote their first book

NEW YORK, NY — October 1, 2026 — BrightPath Publishing today announced the release of The First-Time Author's Guide to Publishing, a new resource designed to help aspiring authors understand the major steps involved in preparing, publishing, and promoting a book.

The new guide covers topics including manuscript preparation, editing, book cover design, publishing options, author branding, marketing, and building an audience.

"Publishing your first book can feel overwhelming when you don't know where to begin," said Emily Carter, Founder of BrightPath Publishing. "We created this guide to give first-time authors a practical roadmap and help them understand the publishing process."

The guide is designed for independent authors who want to better understand the publishing industry and develop a strategy for bringing their books to readers.

BrightPath Publishing plans to make the guide available through its website beginning October 1, 2026.

To learn more, visit:
www.brightpathpublishing.example

About BrightPath Publishing

BrightPath Publishing is an independent publishing company providing resources and services for authors, including publishing guidance, editorial support, author marketing, and book promotion.

Media Contact

Emily Carter
BrightPath Publishing
Email: [email protected]
Phone: +1 212-555-0100
Website: www.brightpathpublishing.example

Breaking Down the Press Release Example

The example above follows a traditional press release structure.

1. "FOR IMMEDIATE RELEASE"

This tells media professionals that the announcement is available for publication immediately.

For most standard announcements, this appears near the top of the release.

2. Headline

The headline should communicate the main news clearly and quickly.

Instead of writing:

BrightPath Publishing Has Something Exciting to Share

A stronger headline would be:

BrightPath Publishing Announces New Guide for First-Time Authors

The second headline tells the reader exactly what happened.

3. Sub-headline

A sub-headline provides additional context and supports the main headline.

It can explain who the announcement is for, what makes it important, or provide another key detail.

4. Dateline

The dateline normally identifies the location and date of the announcement.

For example:

NEW YORK, NY — October 1, 2026 —

The dateline introduces the main body of the press release.

5. Opening Paragraph

The first paragraph is one of the most important parts of the press release.

It should answer the basic questions:

• Who?
• What?
• When?
• Where?
• Why?

A reader should be able to understand the main announcement without reading the entire release.

6. Supporting Information

The following paragraphs provide additional details.

Depending on the announcement, this could include:

• Product information
• Company background
• Event details
• Statistics
• Research findings
• Partnership details
• Customer information
• Availability
• Pricing
• Important dates

Keep the information relevant to the announcement.

7. Quote

A quote can add a human perspective to the story.

The quote typically comes from someone directly connected to the announcement, such as a:

• CEO
• Founder
• Executive
• Author
• Product leader
• Industry expert
• Organization representative

A good quote should provide insight rather than simply repeat information already stated in the press release.

8. Call to Action

The call to action tells readers where they can find additional information.

Examples include:

Visit the company's website to learn more.

Register for the event at [website].

Download the full report at [website].

Learn more about the new product at [website].

9. Boilerplate

The boilerplate is a short "About" section describing the company, organization, or individual behind the announcement.

It is usually placed near the end of the press release.

10. Media Contact

The contact section gives journalists a way to request additional information.

It commonly includes:

• Contact person's name
• Company or organization
• Email address
• Phone number
• Website

How Long Should a Press Release Be?

There is no single required word count for every press release.

However, a press release should generally be concise and focused on the news. A common target is around 400–600 words, although the appropriate length depends on the complexity of the announcement.

A simple product announcement may require less information, while a research report, corporate announcement, or major event may require more.

The goal should not be to reach a specific word count. The goal is to provide enough information for the reader to understand the news without unnecessary filler.

What Makes a Good Press Release?

A strong press release usually has five important characteristics:

It Is Newsworthy

There should be a genuine reason for the announcement.

It Has a Clear Headline

The reader should immediately understand what the announcement is about.

It Starts With the Important Information

Do not make readers search through several paragraphs to discover the actual news.

It Uses Specific Information

Facts, dates, figures, names, locations, and relevant details make an announcement easier to understand.

It Is Easy to Read

Short paragraphs, clear language, and a logical structure make a press release easier for journalists and readers to review.

Press Release vs. Blog Post

A press release and a blog post are not the same thing.

A blog post is usually created to educate, inform, entertain, or engage an audience over a broader topic.

A press release is generally created to announce specific news or an important development.

For example:

Blog post:
"10 Tips for First-Time Authors"

Press release:
"BrightPath Publishing Launches New Publishing Guide for First-Time Authors"

The blog post provides educational content, while the press release announces a specific development.

What Should You Avoid in a Press Release?

Avoid turning your press release into an advertisement.

A press release should communicate news rather than simply promote a product with exaggerated claims.

Try to avoid:

• Excessive promotional language
• Unsupported claims
• Long introductions
• Repeating the same information
• Too many adjectives
• Irrelevant company history
• Excessive links
• Unnecessary jargon
• Headlines that hide the actual news

Instead, focus on what happened, why it matters, and the facts readers need to know.

Can Authors Use Press Releases?

Yes. Authors can use press releases to announce news related to their books or writing careers.

For example, an author might issue a press release to announce:

• A new book launch
• A publishing deal
• A major award
• A book adaptation
• An upcoming author event
• A speaking appearance
• A significant sales milestone
• A new series
• A charitable initiative connected to a book
• A major partnership or collaboration

For a book launch, the announcement should focus on the news surrounding the book rather than simply repeating the book description.

Can Small Businesses Use Press Releases?

Yes. Small businesses can use press releases when they have a meaningful announcement to share.

For example:

Local restaurant: Announces a new location.

Technology company: Launches a new software product.

Professional services company: Announces a new partnership.

Retail business: Opens a new store.

Startup: Announces a funding round.

Author: Announces a new book.

The important question is not whether the company is large or small. It is whether there is a relevant story worth announcing.

How Do You Distribute a Press Release?

Once a press release is written, a company can distribute it directly to relevant journalists and media contacts or use a press release distribution service.

A distribution service can help submit and syndicate a release across a network of media outlets and online platforms, depending on the service and package selected.

Different distribution services have different networks, geographic targeting options, editorial requirements, pricing, and reporting.

Before choosing a distribution service, review exactly what its distribution package includes and whether specific placements are guaranteed, submitted for consideration, or provided through a broader syndication network.

Press Release Checklist

• Before submitting your press release, check the following:
• Is there a clear news announcement?
• Does the headline explain the news?
  
• Does the opening paragraph summarize the announcement?
  
• Are the date and location correct?
  
• Have you included relevant facts and details?
  
• Is there an appropriate quote?
• Is the company or organization clearly identified?
  
• Is there a clear call to action?
  
• Is the boilerplate included?
  
• Is media contact information included?
  
• Have you checked spelling and grammar?
  
• Are your claims accurate and supportable?
  
• Have you reviewed all names, dates, links, and contact information?

Final Thoughts

A press release is more than a promotional announcement. It is a structured way to communicate news to journalists, media organizations, customers, and the public.

The most effective press releases are clear, concise, factual, and newsworthy. Start with the most important information, provide useful supporting details, include a relevant quote, and make it easy for readers to find additional information.

Whether you are launching a product, opening a business, publishing a book, announcing a partnership, or sharing an important company milestone, following a consistent press release format can make your announcement easier to understand and easier for media professionals to evaluate.

If you have a newsworthy story, the first step is simple: identify the news, write it clearly, and put the most important information first.