A press release is one of those pieces of communication that can look deceptively simple.
A headline. A few paragraphs. A quote. Some contact details.
Done.
Except it isn't quite that simple.
A good press release needs to communicate the story quickly and clearly, while giving a journalist enough information to understand why the story matters.
Whether you're announcing a new service, launching a campaign, celebrating an achievement or sharing an important development, the structure of your press release can make a significant difference.
In this guide, I'll look at the key elements of an effective press release and then put them together in a fictional worked example.
What is a press release?
A press release is a formal news announcement distributed to journalists, editors and media organisations.
Its purpose is to communicate the essential facts about a story and give journalists enough information to decide whether it may be relevant to their audience.
Press releases can be used for things such as:
New products or services
Events
Campaigns
Awards and achievements
Research findings
Partnerships
Community initiatives
Organisational developments
The key word is news.
A press release shouldn't simply tell people what an organisation is doing. It should explain why the information is relevant or interesting now.
What makes something newsworthy?
Before writing a press release, ask yourself a simple question:
Why would someone outside the organisation care about this?
There might be a new development, a significant achievement, an interesting statistic, a community impact or a genuinely useful announcement.
If the only answer is "because we want people to know about it", there may not yet be a strong enough news angle.
The job of the communications professional is to identify the story and present it clearly.
1. Writing a strong headline
The headline is one of the first things a journalist will see, so it needs to communicate the main story quickly.
Think less like an advertisement and more like a news headline.
Instead of:
Exciting New Developments at Our Organisation
Try:
Local Community Garden Opens to Create New Space for Residents
The second headline tells the reader what has actually happened and gives them an immediate reason to continue reading.
Avoid unnecessary hype, jargon and vague claims.
2. The dateline
The dateline establishes where and when the announcement is being issued.
For example:
LINCOLN — 8 October 2026
The format can vary between organisations and media markets, but the principle is simple: give the journalist the basic location and date information they need.
3. The opening paragraph
The opening paragraph is arguably the most important part of the release.
It should communicate the main news quickly and answer the essential questions:
Who? What? Where? When? Why?
This is often referred to as the 5 Ws.
Don't make the journalist search through several paragraphs to discover what has actually happened.
For example:
A new community garden has opened in Lincoln this week, creating a shared green space for local residents and volunteers to grow plants, learn new skills and take part in community activities.
In one sentence, the reader has a clear understanding of the announcement and why it matters.
4. Supporting information
Once you've established the main story, use the following paragraphs to provide useful context.
This could include:
What has happened
Why it has happened
Who is involved
Relevant facts or figures
How people can participate
What happens next
Keep it concise.
A journalist doesn't need the entire history of a project. They need enough accurate information to understand the story and potentially develop it further.
5. Using quotes effectively
A good quote gives the story a human voice.
It should add something to the factual information rather than simply repeating the opening paragraph.
For example:
"The garden gives local people somewhere to meet, learn and contribute to something that will benefit the community for years to come," said Sarah Williams, Community Projects Manager.
The quote provides perspective and gives journalists material they may be able to use in their reporting.
6. Notes to editors
Notes to editors sit outside the main story and can provide useful background information.
This might include:
Additional background
Organisation information
Previous initiatives
Relevant research
Photo opportunities
Links to supporting material
The key is to keep this separate from the main news story.
7. Media contact information
A press release should make it easy for a journalist to ask questions or request further information.
Include an appropriate contact name, role, email address and telephone number.
A journalist working to a deadline shouldn't have to search for someone to speak to.
8. Proofreading and accuracy
A press release represents the organisation sending it, so accuracy matters.
Before distributing a release, check:
Names and job titles
Dates
Locations
Statistics and figures
Spelling and grammar
Links and contact details
Quotes
Organisation names
Any technical terminology
It can also help to read the release as though you know nothing about the subject.
Would an external reader understand it?
If not, simplify it.
9. Confidentiality and sensitive information
Good communications isn't simply about deciding what to say. It's also about recognising what shouldn't be shared publicly.
This becomes particularly important when working with personal, confidential, commercially sensitive or otherwise restricted information.
Before publishing or distributing a press release, consider:
Does it contain personal information?
Could someone be identified from the information?
Is any confidential information included?
Has the information been checked and appropriately approved?
Are you sharing more information than is necessary?
Are there organisational, legal or regulatory considerations?
Where there is uncertainty, seek appropriate advice rather than making assumptions.
This is particularly important in sectors such as healthcare, where communications professionals may work with highly sensitive information.
Press Release Template
The following is a generic communications template designed to demonstrate the structure of a press release. It contains no patient information, NHS information, identifiable individuals or confidential organisational details.
FOR IMMEDIATE RELEASE
[NEWSWORTHY HEADLINE]
[LOCATION] — [DATE]
[Opening paragraph: briefly explain the main news. Aim to answer who, what, when, where and why.]
[Second paragraph: provide further context. Explain why the announcement matters and who it affects.]
[Third paragraph: include relevant background information, facts or figures that can be publicly shared.]
"[INSERT QUOTE FROM APPROPRIATE SPOKESPERSON]," said [NAME], [JOB TITLE].
[Add any further information about what happens next, where people can find more information, or how they can get involved.]
"[OPTIONAL SECOND QUOTE]," said [NAME], [JOB TITLE/ORGANISATION].
ENDS
Notes to editors
[Include relevant background information for journalists. Only include information that has been approved for publication.]
For further information:
[Communications contact]
[Organisation]
[Email]
[Telephone]
Media enquiries:
[Press office/contact details]
Why this structure works
The example follows a simple principle:
News first. Detail second. Background last.
The headline communicates the main story.
The opening paragraph provides the essential information and establishes the news angle.
The following paragraphs add context and supporting information.
The quote introduces a human voice without simply repeating the facts.
The final sections provide background and make it easy for a journalist to request further information.
This approach also reflects the way press releases are commonly structured, with the key information placed towards the beginning so that a journalist can quickly understand the story.
The journalist test
Before sending a press release, imagine you're a journalist receiving it alongside dozens of other emails.
Ask yourself:
Can I understand the story quickly?
If not, the opening probably needs work.
Then ask:
Why would my audience care?
If you can't answer that, you may not have found the strongest news angle yet.
Finally:
Could a journalist easily contact someone, verify the information and develop this into a story?
If the answer is yes, you're much closer to having a useful press release.
Five mistakes to avoid
1. Making it sound like an advert
A press release should communicate news rather than read like promotional copy.
2. Burying the story
Don't spend several paragraphs explaining the organisation before revealing what has actually happened.
3. Using jargon
Write for the audience, not just people who already understand the subject.
4. Writing enormous quotes
A quote should add personality, insight or perspective. It shouldn't simply repeat the first paragraph.
5. Forgetting practical details
Make sure journalists know who they can contact for further information.
The simple formula
If you remember nothing else, remember:
Headline → News → Context → Quote → What's next → Contact
The template is useful, but the real skill isn't simply filling in the boxes.
It's finding the story.
A press release becomes much more powerful when you stop asking:
"What do we want to tell people?"
and start asking:
"What would people actually want to know?"
That's where good communications begins.