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Even though there are many different types of
press releases, all press releases should include
several common components. Here are the basic
components of a press release, and what should
be included in each section:
Release Time – The release time of a press
release is where you would note “For Immediate
Release” or “Embargoed Until” followed
by a specific date (for releases that aren’t
permitted to be published immediately).
Headline – The headline, or press release
title, should be attention-grabbing while still
telling journalists the essence of the news contained
in the press release.
Summary – The press release summary should
be a brief paragraph presenting more details about
the actual news contained in the body of the press
release. In online press release distribution,
the summary is often displayed in listings with
the headline.
Dateline – This will include the distribution
date of the press release, followed by the hometown
of the person or company presenting the news,
and finally followed by the start of the first
body paragraph.
Press Release Body – The body of the press
release will go into further detail about the
news. The who, what, when, where, and why questions
should all be answered in the first paragraph
if possible, followed by any quotes and supporting
facts.
Boilerplate – A press release boilerplate
is a paragraph after the press release body, often
preceded with a line saying “About CompanyXYZ,”
which gives general background (not usually directly
related to the news angle) about the person, organization,
or company issuing the press release.
Call to Action – Generally a one-sentence
closer following the boilerplate of the news release,
and starting with something like “For more
information about CompanyXYZ or this news angle...”
followed by a media contact person’s name
and phone number, and sometimes email address.
Contact Info – Full contact info, or at
least as much as possible, including a full media
contact name, phone number, and email address.
A mailing address, fax number, and cell phone
number can also be included.
Closing – To close a press release (to let
the journalist know there isn’t a second
page), center ### or -30- at the bottom of the
page.
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