Press Release Writing
Parent: Writing and Documentation · Published reference · snapshot 2026-09-08 · skill content-and-marketing-writing/references/press-release-writing.md
↓ Facts as markdownall context files
A press release is a short, journalist-facing news document with a single goal: make it so easy to publish your news that a busy reporter (or a wire-service automated feed) can run it nearly verbatim.
These notes link each claim to its source. Some citations identify archived research reports that are no longer hosted on this site. A published reference means the content is available; it does not certify independent review or accuracy.Read the editorial policy and follow the sources before relying on a claim.
Overview
- A press release is a short, journalist-facing news document with a single goal: make it so easy to publish your news that a busy reporter (or a wire-service automated feed) can run it nearly verbatim. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- The defining traits of a press release: [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- Third person, past or present tense, never "we" [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- Inverted-pyramid structure [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- AP Style dateline at the top of the body [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- Stable boilerplate at the bottom (the "About" paragraph) [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- Quote attribution that is publication-ready [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- End mark: ### centered on its own line [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
- 400–600 words is the sweet spot [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#overview]
1. The headline (and the subhead)
- Under ~100 characters. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#1-the-headline-and-the-subhead]
- No marketing puffery: avoid "industry-leading," "revolutionary," "best-in-class." [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#1-the-headline-and-the-subhead]
- State the news, not the spin. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#1-the-headline-and-the-subhead]
2. Release-type tag
- FOR IMMEDIATE RELEASE - the default [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#2-release-type-tag]
- EMBARGOED UNTIL: [Day, Month Day, Year, HH:MM TIME ZONE] [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#2-release-type-tag]
- MEDIA ADVISORY - for an upcoming event/availability [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#2-release-type-tag]
3. The dateline (AP Style)
- City name in ALL CAPS [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#3-the-dateline-ap-style]
- AP state abbreviation (not USPS!) [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#3-the-dateline-ap-style]
- Date written out: Nov. 12, 2026 (AP uses abbreviated months for Jan., Feb., Aug., Sept., Oct., Nov., Dec.) [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#3-the-dateline-ap-style]
- Em dash (—) before the lede [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#3-the-dateline-ap-style]
4. The lede (and the five Ws)
- The first sentence must contain Who, What, When, Where, Why. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#4-the-lede-and-the-five-ws]
- Bad lede: > Acme Corp, a leading provider of analytics solutions, is excited to announce today an important new milestone in its ongoing growth journey. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#4-the-lede-and-the-five-ws]
- Good lede: > Acme Corp today announced it has acquired Beta Analytics, a Boston-based real-time data platform, for $400 million in cash and stock. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#4-the-lede-and-the-five-ws]
5. The body (inverted pyramid)
- Paragraph 2: amplification - the size, the scope, the differentiator. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Paragraph 3: the executive quote. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Paragraph 4–5: supporting detail. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Paragraph 6: optional second quote. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Paragraph 7: practical info - availability, pricing, link. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Boilerplate: stable "About" paragraph(s). [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
- Media contact block. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#5-the-body-inverted-pyramid]
6. Quote attribution
- Standard pattern: > "We chose Beta because their real-time architecture is the strongest in the market," said Jane Doe, CEO of Acme Corp. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#6-quote-attribution]
- Attribution after the first sentence of the quote. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#6-quote-attribution]
- said is the AP-standard verb. Avoid stated, commented, noted, exclaimed. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#6-quote-attribution]
- Full name + title + company on first reference. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#6-quote-attribution]
7. The boilerplate
- 60–120 words. Updated when a hard fact changes. [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#7-the-boilerplate]
9. The end mark
- The release ends with ### centered on its own line (or the older -30-). [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#9-the-end-mark]
References
- How to Write an AP Style Press Release - PR Newswire [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#references]
- AP Stylebook [archived source: https://llms-explorer.com/sources/mdb-context-hub/press-release-writing/#references]
Where this helps
- Announcing a funding round, acquisition, product launch, or executive hire in a format a wire service or reporter can run nearly verbatim. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Distinguishing between a genuine news release and a marketing blog post dressed up with a dateline, when the audience is journalists rather than customers. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Preparing an embargoed release ahead of a scheduled announcement, where the timing and time zone details matter as much as the content. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Coaching an executive whose quote reads like ad copy into something that sounds like something a person would actually say in an interview. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
How to apply this
- Write the lede as one sentence covering Who, What, When, Where, and Why before drafting anything else, then build the inverted-pyramid body outward from it. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Draft the headline under 100 characters stating the news itself, stripped of marketing puffery like "industry-leading" or "revolutionary." [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Format the dateline in AP style — city in ALL CAPS, AP state abbreviation (not USPS), abbreviated month where AP requires it — before the em dash and lede. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Keep the boilerplate to 60–120 words and update it whenever a hard fact about the company changes, since it's reused verbatim across releases. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
Antipatterns
- Opening with a "we're excited to announce" lede instead of stating who did what, when, where, and why in the first sentence. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Using "we" or first-person voice anywhere in the release body — press releases are third person throughout, even when quoting the company's own executive. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Choosing a quote-attribution verb other than "said" (stated, commented, noted, exclaimed) — AP style expects "said" as the default. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Padding the release past the 400–600 word sweet spot with detail that belongs in a follow-up briefing, making it harder for a reporter to run close to verbatim. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
Known issues
- A press release's success depends on wire pickup and journalist judgment, not just correct formatting — a technically perfect release can still go unpublished if the news itself isn't newsworthy. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- Embargo dates depend on every recipient honoring them; a release marked "EMBARGOED UNTIL" has no technical enforcement mechanism, only the norm that reporters and wire services respect it. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- AP Style state abbreviations differ from USPS abbreviations (for example "Calif." not "CA"), which is an easy error for anyone used to postal addressing conventions. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
- The 400–600 word target is a norm for general business news, not a hard rule for every release type — a product-availability notice or media advisory may legitimately run shorter. [source] — AI-suggested, synthesized from this pack's existing facts — not extracted from a source document.
Children
- No children recorded.