Template · Public Relations
Press Release Template & Format Guide (Free Download)
Free press release template with proper format, structure, and examples. Download professional PR release samples for events, product launches, and company announcements.
A well-written press release follows a specific format that journalists expect and media outlets require. This comprehensive guide provides free press release templates, format guidelines, and real examples to help you craft announcements that get published.
Whether you're announcing an event, launching a product, or sharing company news, using the proper press release format increases your chances of media coverage. Our templates include all essential elements: headline, dateline, lead paragraph, body content, boilerplate, and contact information.
Standard Press Release Format
Every professional press release follows this structure:
Header Section:
- "FOR IMMEDIATE RELEASE" or release date
- Contact information (name, phone, email)
- Headline (bold, attention-grabbing)
- Subheadline (optional, provides context)
- Dateline (city, state, date)
Body Section:
- Lead paragraph (who, what, when, where, why, how)
- Supporting paragraphs with quotes and details
- Additional context and background
- Boilerplate (company description)
- Closing notation (### or -END-)
Event Press Release Template
Use this template for announcing conferences, galas, product launches, or community events:
FOR IMMEDIATE RELEASE Contact: [Your Name] [Your Title] [Phone Number] [Email Address] [Your Organization] Announces [Event Name] on [Date] [Brief subheadline describing the event's significance] [CITY, STATE] – [Date] – [Organization name] today announced [event name], a [event type] taking place on [date] at [location]. The event will [primary purpose/benefit] and features [key highlights]. "[Quote from executive about event significance and what attendees will gain]," said [Name, Title]. "[Additional context about why this event matters now]." The [event name] will include [specific activities, speakers, or experiences]. Attendees will have the opportunity to [key benefits]. [Additional relevant details about agenda, speakers, or unique aspects]. [Second quote from partner, sponsor, or participant providing different perspective or additional excitement]. Registration is now open at [website]. [Pricing information if applicable]. For more information, visit [website] or contact [contact details]. About [Organization Name] [2-3 sentences describing your organization, mission, and credentials]. ###
Product Launch Press Release Template
FOR IMMEDIATE RELEASE Contact: [Your Name] [Your Title] [Phone Number] [Email Address] [Company] Launches [Product Name]: [Key Benefit] [Subheadline explaining what makes this product different or significant] [CITY, STATE] – [Date] – [Company name], a leading [industry descriptor], today launched [product name], a [product category] designed to [primary problem it solves]. The new [product] is available [where and when]. "[Quote from executive about the problem the product solves and its unique value]," said [Name, Title]. "[Additional context about market need or customer demand]." [Product name] features [key feature 1], [key feature 2], and [key feature 3]. [Explain how these features benefit customers]. The product is designed for [target audience] who [specific use case or pain point]. Key features include: - [Feature 1 and benefit] - [Feature 2 and benefit] - [Feature 3 and benefit] [Customer or partner quote providing validation or testimonial]. [Product name] is available [where to purchase/access] starting [date] for [pricing]. For more information, visit [website]. About [Company Name] [2-3 sentences about company, industry position, and relevant credentials]. ###
Company Announcement Press Release Template
FOR IMMEDIATE RELEASE Contact: [Your Name] [Your Title] [Phone Number] [Email Address] [Company] Announces [Milestone/News] [Subheadline providing key detail or significance] [CITY, STATE] – [Date] – [Company name] today announced [the news/milestone/change]. This [announcement type] [explain the impact or significance]. "[Executive quote explaining the significance and what it means for the company and stakeholders]," said [Name, Title]. [Provide specific details about the announcement]. [Include relevant context like timeline, scope, or numbers that make the news concrete and credible]. [Additional details or background information that supports the announcement]. [How this fits into the company's broader strategy or mission]. [Optional second quote from another stakeholder providing different perspective]. For more information about [company] and [topic], visit [website]. About [Company Name] [2-3 sentences describing the company and its position in the industry]. ###
Press Release Format Best Practices
Length: Keep press releases to 400-600 words (1-2 pages). Journalists receive hundreds daily—respect their time with concise, newsworthy content.
Headlines: Use action verbs and include key information. Make it clear and specific, not clever or vague. Example: "TechCo Launches AI Platform Reducing Customer Service Costs by 40%" not "TechCo Unveils Game-Changing Innovation."
Lead Paragraph: Answer who, what, when, where, why in the first 2-3 sentences. Journalists often publish the lead verbatim—make it complete and compelling.
Quotes: Include 2-3 quotes from different perspectives (executive, customer, partner). Quotes should provide insight, emotion, or context—not repeat information already stated.
Boilerplate: Keep company description to 2-3 sentences. Include industry position, key offerings, and relevant credentials. Update this across all releases for consistency.
Contact Information: Make it easy for journalists to reach you. Include name, title, direct phone, and email. Respond within hours, not days.
Distribution Timing: Tuesday-Thursday mornings (9-11 AM local time) get best pickup. Avoid Mondays (busy catching up) and Fridays (weekend news dies). Never distribute major news during holidays or major breaking news events.
Style Guidelines:
- Use AP Style (periods in U.S., percent spelled out under 10, etc.)
- Write in third person, not first person
- Include full company name on first mention, then shortened version
- Spell out acronyms on first use
- Use present tense for recent events, future tense for upcoming
Common Press Release Mistakes to Avoid
Too promotional: Press releases are news announcements, not advertisements. Focus on newsworthy information, not sales language.
Burying the lead: Put the most important information first. Journalists may only read the first paragraph—make it count.
Missing contact info: Always include a real person's direct contact information. Generic info@ emails get ignored.
No real news: Don't issue releases for non-news. "Company continues to exist" isn't newsworthy. Save releases for genuine announcements that affect your audience.
Poor timing: Distributing releases at 5 PM Friday or during major holidays ensures they'll be ignored. Time releases when journalists are working and news cycles are active.
How to Use These Templates
- Choose the right template based on your announcement type (event, product, company news).
- Customize all bracketed fields with your specific information. Don't leave placeholders.
- Write compelling quotes that provide insight, not just repeat the facts. Quotes should sound like actual people talking.
- Verify all details including dates, names, titles, and URLs before distribution.
- Proofread carefully for typos, grammar errors, and AP Style compliance. Errors undermine credibility.
- Distribute strategically through wire services, media databases, or directly to targeted journalists.
Distribution Options
Once your press release is written, you need to distribute it:
Wire Services: PR Newswire, Business Wire, GlobeNewswire distribute to thousands of media outlets. Cost: $300-$1,000+ per release.
Direct Pitching: Send personalized emails to targeted journalists covering your industry. More work, but better results for niche stories.
Media Databases: Use Cision, Meltwater, or similar to identify and pitch relevant journalists. Combine with press release for maximum impact.
Company Newsroom: Post releases on your website press page and share via social media. This creates a permanent record and SEO benefits.
Need Professional Press Release Help?
While these templates provide a solid foundation, professional PR agencies bring media relationships, distribution expertise, and strategic counsel that maximizes coverage. If your announcement is critical, consider partnering with PR professionals who can craft and distribute releases that journalists actually publish.
AMW's PR services include press release writing, media relations, and strategic distribution that drives real coverage in target publications. Our publicists know what journalists want and how to position your news for maximum impact.
Frequently asked questions
What is the proper press release format?
Standard press release format includes: "FOR IMMEDIATE RELEASE" at top, contact information, compelling headline, dateline (city, state, date), lead paragraph answering who/what/when/where/why, 2-4 supporting paragraphs with quotes and details, company boilerplate, and closing notation (### or -END-). Keep to 400-600 words total.
How long should a press release be?
Press releases should be 400-600 words or 1-2 pages. Journalists receive hundreds daily and won't read lengthy announcements. If you can't communicate your news concisely in 600 words, the news isn't clear enough or you're including too much promotional content.
What should I include in an event press release?
Event press releases should include: event name and type, date and location, purpose and key benefits, notable speakers or activities, target audience, registration information and pricing, quotes from organizers explaining significance, and company boilerplate. Answer why this event matters now and who should attend.
How do I write a compelling press release headline?
Great headlines use action verbs, include key information, and make news immediately clear. Be specific, not vague: "Company Launches AI Tool Reducing Costs 40%" not "Company Unveils Innovation." Put the most newsworthy element first. Avoid jargon, hype, and clever wordplay that obscures the actual news.
When is the best time to send a press release?
Tuesday-Thursday mornings (9-11 AM local time) get best media pickup. Avoid Mondays (journalists catch up from weekend), Fridays (weekend news dies quickly), and major holidays. Never distribute during breaking national news that will dominate coverage. Time zone matters—send when your target journalists start their day.
Do I need to hire a PR agency to write press releases?
Simple announcements can be written in-house using templates. However, PR agencies provide media relationships, strategic positioning, professional writing, and distribution expertise that significantly increase coverage chances. For critical announcements, product launches, or when media coverage is essential, agencies deliver better ROI than DIY efforts.
How do I distribute my press release?
Distribution options include: wire services like PR Newswire ($300-$1,000+ per release reaching thousands of outlets), direct email pitching to targeted journalists (more work, better results for niche stories), media databases like Cision for journalist targeting, and posting on your company newsroom. Combine methods for maximum reach.
What makes a press release newsworthy?
Newsworthy releases announce something genuinely new, interesting, or impactful: product launches solving real problems, major company milestones, industry-first innovations, significant partnerships, research findings, or events providing value to the community. "Company continues operating" isn't news. Ask: would a journalist's audience care about this?
Want help getting press coverage?
Our PR team writes your release, finds the journalists who cover your field and pitches them for you.
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