The Essential Components of a Press Release

 

 

A press release is the standard vehicle for sharing news with journalists and the public. Even strong stories can be overlooked if they don’t follow expected conventions. Reporters rely on a familiar structure to quickly find facts, quotes and contact details. Deviating from that structure can create friction and cost you coverage.

This guide outlines the core components of a press release and explains how each section works together to communicate news clearly and effectively.

Why the Anatomy of a Press Release Matters

Journalists Read Fast

Reporters receive hundreds of pitches daily. They don't have time to read long blocks of text; instead, they scan. When you use the standard components of a good press release, you make their job easier. They can glance at your headline and lead paragraph and know instantly if the story fits their needs.

Structure Helps Search Engines

Search engines also favor well-structured content. Proper formatting signals that your announcement is legitimate news, increasing the likelihood it appears in search results and helping your SEO strategy.

Clarity Builds Trust

A clean, organized release reflects professionalism and media literacy. Missing dates, unclear headlines or disorganized content can undermine trust before the story is even read.

The Core Components of a Press Release

Every press release is built from the same blocks, and each section has an important job. Here are the essential sections you need to include. 

Headline

The headline is the most important part of your release. It's the hook, determining if a reporter opens your email or deletes it. A strong headline is concise and factual. It explains the main news in 100 characters or fewer. 

  • Be direct: Tell the reader exactly what happened.
  • Use active verbs: "Company X Launches App" is stronger than "App Launched by Company X."
  • Focus on the value: Why does this news matter?

Dateline

The dateline sits at the start of your first paragraph. It tells the reader when and where the news is happening. This is essential for local reporters who only cover certain cities or regions. The standard format lists the city, the state abbreviation and the date. Separate the location and date from the rest of the text with an em dash.

  • Example: DALLAS, Jan. 15, 2026—

Lead Paragraph

The lead paragraph (or "lede") follows the dateline and is a summary of the entire story. If a reporter stops reading after this paragraph, they should still know the main points.

This section must answer the "5 Ws," including:

  1. Who is the news about?
  2. What is happening?
  3. When is it taking place?
  4. Where is it happening?
  5. Why is it important?

Keep this section factual. Save the opinions and extra details for later.

Body Content

The body is where you explain the details. You grabbed their attention with the headline and provided the facts in the lede. Now, tell them the rest of the story. Use short paragraphs. If you have a list of features or benefits, use bullet points to make the text easy to read:

  • Add context: Explain the problem your new product solves.
  • Share details: Include dates, prices or event schedules.
  • Mention visuals:  if photos or videos are available for download.

Multimedia

Multimedia (images, videos, infographics, etc.) boosts engagement with press releases and encourages users to share your information. It also helps people understand complex topics and better retain your message.

Quotes

Quotes add perspective and personality. While the body delivers facts, quotes convey opinion, insight or strategic context, often from an executive or subject-matter expert.

Boilerplate

The boilerplate is the "About Us" section. It goes at the bottom of the release. It stays the same on every release you send and gives reporters a quick snapshot of your company. It should include:

Media Contact Information

Always include a clear point of contact. Reporters need a name, phone number and email address to request interviews or follow-up information.

Call to Action (CTA)

Include a CTA in your release that tells the reader what to do. Keep it simple. Do you want them to visit a webpage, sign up for a newsletter or download a report? Provide a clear link to that page, with simple, descriptive text. Ensure that the CTA is above the fold, so it is not overlooked.

What Makes a Good Press Release?

Knowing what makes up a press release is the first step, and writing them well is the second. Here are the qualities that make a release effective.

Newsworthiness

Make sure your story has value for people outside your company. If the news is small, focus on how it affects your customers or community.

Concise Writing

Focus on why the story matters beyond your organization. If the announcement is modest, emphasize its impact on customers, partners or the community.

Real Data

Support claims with concrete facts and numbers. Specific data builds credibility and makes stories easier to report.

  • Vague: "Sales increased recently."
  • Specific: "Sales rose 15% in the last quarter."

Press Release Templates and Resources

Using a template helps you include all the key press release components without stress.

Use templates for standard announcements to ensure you meet industry expectations and include every necessary detail. Save custom formats for unique or highly visual stories that require a more creative approach.

Common Mistakes to Avoid

Watch out for these common mistakes when drafting your press release.

Using Promotional Language

A press release isn't an ad. Avoid using all capital letters or exclamation points. Don't tell the reader how to feel. Just give them the facts and let them decide.

Burying the News

Don't make the reader wait. The most important news belongs in the first sentence. If you hide the main point in the third paragraph, most people won't see it.

Missing Contact Info

Always double-check your contact section. A missing phone number or a typo in an email address can stop a story in its tracks. Make sure the person listed is ready to answer questions.

Ignoring Visual Format

Keep the font simple and the paragraphs short. Large blocks of text are hard to read. Use white space to make the document look inviting.

Structure Your Press Releases for Clarity 

A strong press release starts with the right structure. When you understand the anatomy of a release, you clear the path for your news. You make it easy for journalists to read, understand and share your story.