A press release template lays out the parts journalists expect, in order: a release line, the headline, an optional subhead, the dateline, a lead paragraph that says who, what, when, where and why, the body, a quote, practical details, a boilerplate, a media contact and the end mark (###). This free template gives guidance and a sample line for each. Download it as Word or plain text.
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Work through these in order. The sample lines use [Company] and [Name] as stand-ins, and a new-location announcement as the news.
- Release line. Write FOR IMMEDIATE RELEASE at the top. If journalists must wait, write EMBARGOED UNTIL with the date, time and time zone instead. Example: FOR IMMEDIATE RELEASE
- Headline. Say what happened in plain words, with an active verb. Unlike a feature story, a release can name the company in the headline, because the company is the news. Example: [Company] opens a second location in [City]
- Subhead (optional). One line with the most useful detail the headline could not hold. Example: The new location adds [service] for customers in [area].
- Dateline. The city the news comes from in capitals, then the state as AP style abbreviates it, then the date. AP lists some large cities that stand alone without a state. Example: [CITY], [State], [Month Day, Year] --
- Lead paragraph. One or two sentences that say who, what, when, where and why. A journalist who reads only this paragraph should have the story. Example: [Company], a [what the company does], today opened [what] at [where], [why it matters to the people it serves].
- Body. The details, most important first: what changes, for whom and from when. Keep paragraphs short, and make sure you can back up every fact if a journalist asks.
- Quote. One or two sentences from a named person at the company that add a view, not a fact. Give their full name and title. Example: "[What this means, in a person's words]," said [Name], [title] at [Company].
- Practical details. Dates, times, addresses, who it is for and where to learn more. Use a short list if there are several.
- Boilerplate. A short "About [Company]" paragraph: what the company does, for whom, since when and where it is based. Use the same wording on every release. Example: About [Company]: [Company] [does what] for [whom]. Founded in [year], it is based in [city, state]. Learn more at [website].
- Media contact. The name, email and phone number of someone who will answer a journalist on the day the release goes out. Example: Media contact: [Name], [email], [phone]
- End mark. Three hash marks, centered, show that the release ends here. Example: ###
Download the template
Pick the format you prefer. Both hold the same parts, guidance and sample lines.
Word (.docx) · Plain text (.txt)
When a press release is the right tool
Use a release when you have news with a date on it, such as a launch, an opening, a hire or results, or when your exact words need to be on the record. A release goes out in your words on the day you choose. Whether a journalist then writes about it is up to the journalist.
If you want readers to get advice or an explanation, and you want to know the story will run, that is a feature story. The six-question test tells you which one fits, and the feature story template lays out the other format.
Before you send it
- The news is real and dated: something happened, or will happen on a set day.
- The headline and the lead paragraph tell the story on their own.
- Every fact and claim has been checked, and you can back it up.
- The person quoted has approved the quote.
- The media contact will answer email and phone on the day.
- Names are spelled right, links work, and the date and time zone are correct.
- There are no superlatives and nothing you cannot prove.
How to send it
Most companies send a release through a wire service, straight to the journalists who cover their field, or both. PR Newswire alternatives and alternatives to a press release wire compare the options, each service in its own words.
Questions
What is the format of a press release?
A release line (usually FOR IMMEDIATE RELEASE), a headline, an optional subhead, a dateline, a lead paragraph that says who, what, when, where and why, the body, a quote, practical details, a short "About" paragraph called the boilerplate, a media contact and an end mark.
How long should a press release be?
Long enough to give the facts and short enough to read in a minute or two. Aim for about a page. Put everything that matters in the headline and the first paragraph, because many readers stop there.
What does ### mean at the end of a press release?
It marks the end of the release, so a reader knows nothing is missing. Some writers use -30- or END instead.
Is a press release the same as a feature story?
No. A press release announces something your company did, for journalists to use if they choose. A feature story gives readers advice or an explanation and names the company only when it introduces an expert and in the close. Mat release vs press release sets out the difference.
How this page was made
Template written by NewsUSA from general newsroom practice and AP style. NewsUSA figures (2,000+ US news sites within 30 days, live-only billing, the 2,637-site September 2026 campaign) come from NewsUSA and its campaign reports, which Todd Simon can show you on the call. How these guides are made.