The Press Release Format

Press releases follow a rigid format because journalists scan hundreds of them. Deviation from the expected structure reduces the chance of your release being read or used.

Structure and How to Write Each Section

  1. 1

    FOR IMMEDIATE RELEASE (or embargo date)

    At the top, left-aligned. “FOR IMMEDIATE RELEASE” means journalists can publish immediately. If you need to control timing (announcing something before an event): “EMBARGOED UNTIL [date and time].”

  2. 2

    Headline

    Bold, centred, in title case. The most important element — write it last when you know exactly what your story is. Make it newsworthy and specific: “Sydney Start-Up Secures $5M to Bring Same-Day Medicine Delivery to Regional Australia” not “Company Announces Funding Round.” Tell the story in the headline.

  3. 3

    Subheadline (optional)

    One line of supporting context below the headline. Expands on the headline with an additional angle or detail.

  4. 4

    Dateline and lead paragraph

    Start with CITY, Date — (e.g. SYDNEY, 3 June 2026 —). The first paragraph answers Who, What, When, Where and Why in 2–3 sentences. This paragraph alone should tell the complete story — many journalists will not read further. Write the most important information first, not last.

  5. 5

    Body paragraphs with quotes

    2–3 paragraphs expanding on the details. Include at least one quote from a relevant spokesperson (CEO, founder, spokesperson) that adds perspective or context that a factual sentence cannot. Quotes should sound human and provide genuine insight, not corporate speak: “We have always believed regional Australians deserve the same access to healthcare as city residents — this funding lets us make that real” is better than “We are pleased to announce this exciting milestone.”

  6. 6

    Boilerplate

    End with ### (signals end of release). Below this: “About [Company]” — a 3–4 sentence standard paragraph describing the organisation. Then media contact details: name, email, phone number.

What makes a press release newsworthyJournalists ask: why does this matter to my readers today? The strongest angles: genuine firsts (“first in Australia”, “largest ever”), significant numbers (funding, users, impact), timely relevance to current events, human interest stories, and genuine controversy or tension. Avoid: self-congratulatory announcements with no external hook, vague claims without specifics, and product launches with no news angle.

Frequently Asked Questions

One page is ideal — 400–600 words maximum. Journalists are busy and will not read a three-page press release. If your announcement requires more context, provide it in supplementary materials (fact sheet, backgrounder) attached separately. The press release itself should be concise enough that a journalist could write their story from it alone in 10 minutes.
Build a media list of journalists who cover your industry — email them directly (personalised emails outperform mass distribution). AAP (Australian Associated Press) Medianet and PR Newswire are paid wire distribution services that reach many outlets simultaneously. For local news: contact local papers and radio stations directly. Social media (LinkedIn, Twitter/X) can amplify reach. A well-targeted email to 10 relevant journalists outperforms a mass send to 1,000 irrelevant ones.