What Is a Press Release? Definition, Format & Examples
A press release is a written statement sent to journalists and media outlets announcing something newsworthy. It follows a standard format so reporters can quickly extract the key facts, quotes, and context they need to write a story.
Press releases remain one of the most effective ways to earn media coverage and editorial backlinks, but only when done right.
Press release vs. other content formats
| Format | Audience | Purpose | Length |
|---|---|---|---|
| Press release | Journalists | Announce news, earn coverage | 300–500 words |
| Media pitch | Specific reporter | Persuade them to cover your story | 50–150 words |
| Blog post | Your audience | Educate, drive organic traffic | 1,000–3,000 words |
| Brand mention | Third-party readers | Build authority via external sites | Varies |
| Guest post | Another site's readers | Earn backlink + thought leadership | 800–1,500 words |
Standard press release format
Every press release follows the same structure. Deviate from it and journalists will ignore you.
- Headline, clear, factual, under 80 characters. No clickbait.
- Dateline, city, state, and date (e.g., "SAN FRANCISCO, March 8, 2026").
- Lead paragraph, who, what, when, where, why in 2–3 sentences.
- Body, supporting details, data points, and context.
- Quote, a quote from a company spokesperson adding perspective.
- Boilerplate, standard company description (2–3 sentences).
- Contact info, name, email, phone of your media contact.
- ###, three hash marks signal the end of the release.
When to send a press release
Not everything deserves a press release. Your PR plan should map out which milestones warrant one. Reserve them for genuinely newsworthy events:
- Product launches, new product or major feature release
- Funding rounds, Series A and beyond (seed rounds rarely warrant one)
- Partnerships, strategic alliances with recognizable brands
- Original research, data studies, surveys, industry reports
- Executive hires, C-suite appointments from well-known companies
- Milestones, significant user counts, revenue figures, awards
Which of these events is most likely to get press coverage from a press release?
Right. Original research gives journalists a unique story angle with data they can cite. It's the type of content that earns coverage consistently.
Original research with surprising findings gives journalists a compelling story with citable data. Routine updates like page changes or junior hires aren't newsworthy enough for press coverage.
How to write a press release that gets coverage
1. Lead with the news
Your first paragraph should answer the core questions: what happened, who's involved, and why it matters. Journalists decide within seconds whether to keep reading.
2. Make it scannable
Use short paragraphs, bullet points for key stats, and bold text for important numbers. Reporters often pull quotes and data points directly from your release.
3. Include a real quote
Don't use generic corporate language. Write a quote that sounds like something a human would actually say and that adds context the facts alone don't convey.
4. Add supporting data
Numbers make stories credible. Include specific metrics: revenue growth percentages, user counts, survey sample sizes.
Skip the press release, get mentioned directly
MentionAgent finds relevant articles and earns editorial mentions of your product automatically, no press release needed.
Start Getting Mentioned For $99/moPress release distribution options
| Method | Cost | Best for | Pickup rate |
|---|---|---|---|
| Wire service (PR Newswire, Business Wire, and alternatives) | $500–$2,500+ | Public companies, regulatory filings | Guaranteed syndication, variable coverage |
| Targeted email | Free | Startups, niche stories | Higher engagement with curated media list |
| Done-for-you service (Pressfarm) | ~$90 one-time | Startups wanting hands-off PR | Their team writes and pitches for you |
| Digital PR agency | $2,000–$10,000/mo | Ongoing media campaigns | Depends on agency relationships |
| Social media | Free | Amplifying existing coverage | Low direct pickup, good for reach |
Common press release mistakes
- Burying the lead, putting the actual news in paragraph three
- Writing for your CEO, not journalists, skip the self-congratulatory language
- No news angle, "we exist" isn't news
- Too long, anything over 500 words loses attention
- Missing contact info, journalists can't follow up without it
- Generic subject line, your email pitch subject determines whether the release gets opened
What's the ideal length for a press release?
Exactly. 300–500 words gives journalists enough information without overwhelming them. Every sentence should earn its place.
The sweet spot is 300–500 words. Under 100 is too sparse to include the required elements. Over 600 means journalists will stop reading before they reach your key points.
What should the first paragraph of a press release do?
Correct. The lead paragraph should immediately convey the essential facts. Company background belongs in the boilerplate at the end.
The first paragraph must answer the five Ws: who, what, when, where, and why. Company history goes in the boilerplate. Quotes go in the body after the lead.
Frequently asked questions
What is a press release?
A press release is a written statement sent to media outlets announcing something newsworthy about a company, product, or event. It follows a standard format and is designed to give journalists the information they need to write a story.
How long should a press release be?
300–500 words is ideal. This fits on a single page and gives journalists enough information without wasting their time. If you go beyond 600 words, you're probably including unnecessary detail.
Do press releases help SEO?
Not directly, most distribution links are nofollow. But a good press release can lead to earned media coverage with editorial backlinks, which significantly help SEO.
How much does it cost to distribute a press release?
DIY email distribution is free. Wire services like PR Newswire cost $500–$2,500+ per release. For most startups, targeted email outreach to a curated media list delivers better results than wire services.
When should you send a press release?
Only for genuinely newsworthy events: product launches, funding rounds, major partnerships, original research, executive hires, or significant milestones. Routine updates dilute your credibility with journalists.