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The Layout of Press Releases

Every press release should follow a similar structure, containing a few essential components:

Date of Release

Use one of the following:

  • ‘For Immediate Release’
  • ‘For Release Before (date)’
  • ‘For Release After (date)’

Enter one of these instructions at the top of your press release so journalists know when the story can be released. Most press releases will use ‘For Immediate Release’ but if you are launching a new product you may wish to use ‘For Release After (date)’ or if you are holding a promotional event ‘For Release Before (date)’ may be more appropriate.

Headline

Naturally the heading should come next – it should be attention-grabbing and ideally 8 words or less in length.

Summary

Below the heading you should have a short summary or introduction, mentioning all the main aspects of the press release. Much like the heading, the aim of this section is to entice journalists into reading more.

Content

The main body of your press release comes next. Get straight to the point, include quotes, and avoid waffling.

For further information take a look at how to write a press release and for ideas on what ‘hook’ to use check out our public relations ideas article.
The End of Your Press Release

The end of a press release is usually denoted by:
—————-

Contact Information

Below the line signaling the end of the press release always include contact information.

Include a contact name, email address and phone number. Journalists work on tight deadlines so they may only have one opportunity to contact you for a quote – therefore make sure that you always provide a phone number. Before sending out your press release it’s also a good idea to do some essential PR preparation.

Related Articles:

The Cost of PR Activities and Hiring a PR Agency
Public Relations Ideas
Do You Need a PR Agency?
Writing Press Releases

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