A Format Press Release Sample That Gets You Noticed

Before you even start writing, it’s crucial to get the structure right. Think of it like this: a properly formatted press release is your blueprint for success. It’s not just a document; it’s a communication tool designed to give busy journalists the information they need, exactly where they expect to find it.

The Anatomy of a Winning Press Release

A press release isn't an article—it's a structured packet of information. Every single component has a job, from grabbing a reporter’s attention to providing the essential details they need to write their story.

Journalists get flooded with hundreds of pitches a day. A professional format instantly signals that you understand their world and respect their time. This structure isn't just about following old-school rules; it’s a proven system for making your news clear and impactful. When a reporter sees a familiar layout, they can immediately scan for the critical who, what, where, when, and why. No hunting required.

For a closer look at real-world examples, our guide on what a press release looks like breaks down several great samples.

Breaking Down the Core Components

Every press release is built from a few essential parts, and each one serves a specific purpose. Getting these elements right is the first step toward turning your announcement into a story someone actually wants to cover.

To make this crystal clear, here’s a breakdown of each part, what it does, and a quick tip for nailing it.

Anatomy of a Professional Press Release

Component	Purpose	Pro Tip
Release Date	Tells journalists if the news is for immediate release or embargoed.	Always specify "FOR IMMEDIATE RELEASE" unless you have a strict embargo agreement.
Headline	Grabs attention and summarizes the most newsworthy angle in 10-20 words.	Make it active and compelling. Think like a news headline, not a blog post title.
Dateline	Establishes the location (CITY, State) and date of the announcement.	This adds credibility and context, showing where the news originates.
Lede Paragraph	The first paragraph that answers the 5 Ws (Who, What, Where, When, Why).	Get straight to the point. This might be the only paragraph a journalist reads.
Body Paragraphs	Provide supporting details, context, statistics, and background information.	Use these paragraphs to build on the lede, adding depth and supporting facts.
Quotes	Add a human element and expert perspective from key stakeholders.	Quotes should add color and opinion, not just repeat information from the body.
Boilerplate	A short, standardized "About Us" paragraph at the end of the release.	Keep it concise and focused on what your company does and for whom.
Media Contact	Provides the name, email, and phone number for follow-up questions.	Make it a real person's contact info, not a generic "info@" address.
###	The traditional marker used to signify the end of the press release.	A small but professional detail that shows you know the standard format.

Putting these pieces together correctly creates a professional, easy-to-scan document that journalists can work with immediately.

A well-structured press release is the ultimate sign of respect for a journalist's time. It shows you've done your homework and are providing a story-ready package, not just a sales pitch.

Why Word Count Is Part of the Format

Believe it or not, length is a critical part of the format. You have to be concise. The sweet spot for a press release is between 300 and 500 words. The average tends to land right around 400.

This isn't an arbitrary number. It’s just enough space to deliver the essential information without burying a reporter in fluff. Mastering this structure ensures your news isn't just seen, but taken seriously. It’s all about building a foundation of professionalism that encourages journalists to actually engage with your story.

A Real-World Press Release Sample for a Tech Startup Launch

Theory is great, but seeing a real example in the wild is where it all clicks. Let's look at a complete, annotated press release I've drafted for a fictional tech startup, "Synth AI," which is launching a new productivity app.

This isn't just about filling in a template. I want to walk you through the thinking behind each section, showing how a simple announcement can be framed as a compelling story that a journalist will actually want to read.

Breaking Down the Tech Launch Example, Piece by Piece

We'll start right at the top and dissect each component to understand its purpose and why it’s placed where it is.

FOR IMMEDIATE RELEASE

• My Take: This is non-negotiable. It's the universal sign for journalists that the news is fair game the second it hits their inbox. Unless you've arranged a specific embargo with a publication, this line should always lead your document.

Synth AI Launches "Momentum," an AI-Powered App to Eliminate Distractions for Remote Teams

• My Take: The headline has to do the heavy lifting. Notice how it’s direct and packed with value. It immediately tells you the company (Synth AI), the product (Momentum), the hook (AI-Powered), and the core benefit for the reader’s audience (Eliminate Distractions). A busy journalist instantly knows the who, what, and why.

SAN FRANCISCO, CA – [Date] – Synth AI today announced the launch of Momentum, a new desktop application that uses artificial intelligence to help remote workers block digital distractions and reclaim up to 90 minutes of focused work time per day.

• My Take: This is your opening paragraph, the lede. It gets straight to business, answering the core questions: Who? (Synth AI), What? (launching Momentum), Where? (San Francisco), When? (today's date), and Why? (to help remote workers). That specific, punchy statistic—"reclaim up to 90 minutes"—is gold. It’s a concrete data point a reporter can latch onto.

"We saw the burnout happening in real-time," says Jane Doe, CEO of Synth AI. "Remote work offers incredible freedom, but the line between work and life has blurred. Momentum isn't another productivity tool; it’s a tool for mental clarity. We're giving people back control over their attention."

• My Take: A good quote adds the human element. This one avoids corporate jargon and speaks to a problem everyone understands: burnout. It’s authentic and, more importantly, it's easily "liftable"—a reporter can copy and paste this directly into their article, which makes their job a whole lot easier.

Expert Insight: Don't ever think of this structure as just a formality. It’s a shared language between PR pros and the media, built for speed and clarity. When a journalist sees this familiar format, it builds instant trust and shows them you know what you’re doing.

Adding the Necessary Depth and Closing It Out

Once you’ve hooked them, the body of the release builds on that introduction with more detail before you get to the standard closing elements.

Momentum integrates with popular work applications and learns an individual's work patterns to intelligently suggest "focus sprints." During these periods, it temporarily mutes non-essential notifications and archives distracting websites.

Here’s where you can get a bit more granular. I like to use a quick bulleted list for key features because it’s so scannable:

• Adaptive Focus Sprints: The app's AI learns user habits to recommend optimal times for deep work.
• Smart Notification Filtering: It can actually distinguish between an urgent message and a low-priority ping.
• Productivity Analytics: Delivers a clear report showing users exactly where their time is going.

About Synth AI
Founded in 2022, Synth AI is a technology company dedicated to building intelligent tools that improve well-being in the modern workplace.

Media Contact:
John Smith
Head of Communications
john.smith@synthai-example.com
(555) 123-4567

A Look at the B2B Software Update Press Release

https://www.youtube.com/embed/uaB5KFVjBpM

Announcing a brand-new product is one thing, but how do you handle the less glamorous (but often more critical) software update? This is where many companies drop the ball. A great update announcement can get you just as much, if not more, targeted attention than a full-blown launch.

For this next example, we’ll dive into how an established B2B SaaS company can generate real buzz around an incremental, yet vital, product enhancement.

The strategy here is completely different from a launch. You’re not introducing yourself to the world; you’re talking to people who already know you—your customers, industry analysts, and the trade journalists who cover your niche. Your goal isn't just to shout about a new feature. It's to prove its value and show everyone you’re still leading the pack.

Setting the Scene for an Update

Let’s invent a company for this scenario: "ConnectSphere," a well-known player in the project management software space. They're about to roll out a major update to their platform—a new analytics dashboard powered by AI.

The press release needs to be sharp, data-driven, and laser-focused on the tangible benefits. No fluff allowed.

Here’s a snapshot of how that release might look, followed by a breakdown of why it works.

FOR IMMEDIATE RELEASE

ConnectSphere Rolls Out AI-Powered Analytics Suite, Boosting Project Efficiency by an Estimated 25%

NEW YORK, NY – [Date] – ConnectSphere, the leading provider of project management solutions for enterprise teams, today announced the release of its new AI-Powered Analytics Suite. This major platform update provides project managers with predictive insights and resource allocation recommendations, which internal testing shows can increase project delivery efficiency by up to 25%.

From there, the body of the release would dig into the specifics. You'd want to explain how the new suite solves real-world pain points, like how the AI scans historical project data to flag potential bottlenecks before they derail a timeline. It’s also the place to differentiate your update from what’s already out there, hammering home the unique value of its predictive capabilities.

A strong quote is non-negotiable. Imagine the CEO, Maria Chen, saying something like this:

"Our customers aren't just managing projects; they're driving complex business outcomes. This update moves beyond simple reporting. We're giving leaders the predictive tools they need to make proactive decisions, saving them both time and budget. It’s about turning data into foresight."

See what that does? It’s not a generic "we're excited" statement. It connects the feature directly to a high-level business need: making smarter, faster decisions. This reframing elevates a simple software patch into a strategic business tool—which is exactly what a B2B audience actually cares about.

A B2B press release must speak the language of ROI. Journalists and customers in this space want to know how your update will impact efficiency, reduce costs, or provide a competitive advantage. Always lead with the tangible business outcome.

Breaking Down the B2B Angle

So, what makes this sample so effective for its intended audience? It comes down to precision and an obsession with measurable impact. Unlike a splashy consumer launch that aims for broad appeal, this release is crafted for a much more discerning reader.

Here are the key elements that make this a strong format press release sample for any B2B update:

• A Data-Driven Headline: The headline doesn't just announce a "New Feature." It smacks you with a hard number: "25%." For a business audience that lives and breathes metrics, that number is an incredibly powerful hook.
• Clear, Not Overly-Technical Language: It uses industry terms like "predictive insights" and "resource allocation" but immediately grounds them in a clear benefit (boosting efficiency). It shows you know your stuff without alienating the reader.
• A Benefit-Focused Quote: The CEO’s quote isn’t about the tech itself; it’s about the strategic value it unlocks ("proactive decisions"). It sells the outcome, not the feature list.
• A Polished Boilerplate: The boilerplate for ConnectSphere would be very specific, mentioning its target market ("enterprise teams") and reinforcing its credibility as a "leading provider." This isn’t just filler; it adds authority and context to the announcement.

By focusing relentlessly on quantifiable results and strategic value, this approach turns what could have been a routine update into a genuinely newsworthy event.

Crafting the Email Pitch That Actually Gets Opened

You’ve got a perfectly polished press release, but it’s all for nothing if it just sits in a journalist’s inbox. Your email pitch is the gatekeeper. It’s the first impression, and you’ve got about three seconds to convince someone to care before they hit delete.

The subject line is your one shot to make that impression. It has to be sharp, clear, and intriguing enough to stand out, but not so splashy that it triggers a spam filter. Something generic like "Story Idea" or "Press Release" is a one-way ticket to the trash folder. You have to be specific and tease the value right up front.

Writing Subject Lines That Earn the Click

Imagine a journalist juggling a hundred emails before their morning coffee. Your goal is to be a welcome signal, not just more noise.

• What not to do: Story Pitch for Your Tech Column
• What to do: Pitch: New AI App Helps Remote Teams Reclaim 90 Mins/Day

The second one works. Why? It's specific, it dangles a compelling stat (90 Mins/Day), and it uses the "Pitch:" tag that signals exactly what it is. Think of it as a headline for your email, not just a label.

The Anatomy of a Personalized Pitch

Once they click open, get straight to the point. Journalists are allergic to fluff. They don't have time for a novel; they need a quick, personalized note that shows you’ve actually done your homework.

A great pitch isn't about you; it's about the journalist's audience. Your email must quickly answer one question: "Why should my readers care about this right now?"

Start with a genuine, one-sentence nod to their work. Mentioning a recent article that’s relevant to your news shows you aren’t just spamming a purchased list. It proves you see them as a person, not just a contact.

After that quick opener, cut to the chase. Here's a simple flow that works:

1. The Personalized Hook: "Hi [Journalist Name], I really liked your recent piece on productivity tools for hybrid teams."
2. The Core News: "I'm reaching out because my company just launched an AI app that helps remote teams cut out digital noise, saving them up to 90 minutes of focused time every day."
3. The Clear Ask: "The full press release is attached with all the details. Does this sound like a potential fit for your tech coverage?"

This structure is built on respect for their time and intelligence. It connects the dots between your news and their beat, making their job easier. For a deeper dive into crafting these messages, take a look at our complete guide to writing a media pitch email.

This direct, human approach has never been more important. Even though 74% of journalists prefer getting news via press releases, they're also buried under nearly 100 pitches a day. That single stat tells you everything you need to know: a concise, newsworthy message isn't just a nice-to-have, it's the only way you'll get noticed.

Your Press Release Distribution Checklist

You’ve got a perfectly formatted press release and a sharp pitch. Now for the most important part: getting it into the right hands. A smart distribution plan is what separates a story that makes waves from one that just disappears.

Think of this as your battle plan for the entire outreach campaign. It’s not just about hitting "send"—it’s about strategic prep work before you launch and thoughtful amplification after.

Pre-Launch Essentials

Before your announcement even thinks about going live, you need to set the stage. Getting these assets ready ahead of time makes launch day smooth and professional.

• Build a Hyper-Targeted Media List: Forget those massive, purchased lists. Your goal is quality, not quantity. Identify 20-30 journalists and publications who actually cover your space. Go read their recent work. Does your news genuinely fit what they write about? If not, cut them from the list.
• Create an Online Media Kit: Make life easy for journalists. Set up a simple folder in Dropbox or Google Drive with your high-res logos, product shots, founder headshots, and the press release itself. Include this one link in your pitch email—they'll thank you for it.
• Draft Your Social Media Posts: Get your announcement posts for LinkedIn, X (formerly Twitter), and anywhere else you have a presence queued up. Write them, get them approved, and have them ready to publish the moment your news is public.

This whole process boils down to a few key actions: making the pitch personal, writing a subject line that gets opened, and then sending it out.

Nailing this flow is how you cut through the noise in a reporter's inbox.

Launch Day and Beyond

When it’s go-time, your focus shifts to execution.

Pro Tip: I've always had the best luck sending pitches on a Tuesday or Wednesday, somewhere between 9 and 11 AM in the journalist's local time zone. It avoids the Monday morning scramble and the Friday afternoon checkout.

But sending the email is just the beginning. The global PR market is projected to hit $133 billion by 2027, a number that shows just how much effort and capital is flowing into getting stories told.

Once your news is out, your job becomes amplifying it. Share every article on social media. Publicly thank the journalists who covered you. Set up alerts to monitor for new mentions. This turns a one-day announcement into a conversation that has legs.

For a much deeper dive into the nitty-gritty of getting your news out there, be sure to read our complete guide on how to distribute a press release.

Press Release FAQs: Your Questions, Answered

Even with a perfect template, a few nagging questions always seem to surface. These are the little details that often make the difference between a journalist hitting 'reply' or 'delete'. Let's clear up some of the most common things founders and marketing folks ask.

Getting these small things right isn’t just about looking professional; it’s about making a reporter’s life easier. When you do that, you make it easier for them to say yes to covering your story.

What’s the Magic Word Count?

Aim for 300 to 500 words. If you really want to hit the bullseye, 400 words is the sweet spot. It's just enough space to tell the whole story—who, what, where, when, why—without making a busy journalist's eyes glaze over.

Too short, and you might look like you don't have a real story. Too long, and you're practically begging to be ignored. Think of it this way: tight writing forces you to be crystal clear.

Should I Add Photos or Videos?

Absolutely, yes. Including high-quality photos, your logo, a sharp infographic, or even a quick product video can dramatically boost your chances of getting coverage. Visuals make the story tangible and save the journalist a ton of work.

Pro Tip: Never attach large files directly to your email. It’s a classic rookie mistake that clogs up inboxes. Instead, create a simple online media kit using a Google Drive or Dropbox folder and just include the link. It’s clean, professional, and much appreciated.

When’s the Best Time to Hit ‘Send’?

The middle of the week is your best bet—think Tuesday, Wednesday, or Thursday. Mondays are a frantic catch-up day, and on Fridays, everyone’s focus is already shifting to the weekend.

As for the time, try to land in their inbox between 9 AM and 11 AM, based on the reporter’s local time zone. Your announcement will arrive just as they’re digging into their day's work, putting you right at the top of the pile.

How Do I Write a Quote That Doesn’t Sound Like a Robot?

A good quote is all about adding a human touch. It should never, ever just rehash facts you've already mentioned elsewhere. It needs to sound like an actual person talking, not a statement drafted by a committee.

A strong quote should do one of three things:

• Reveal the “why” behind the announcement.
• Convey genuine passion and excitement.
• Explain how this news directly benefits your customers or shakes up the industry.

Keep it short, memorable, and conversational. The goal is to give the journalist a perfect little soundbite they can lift and drop directly into their article.

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