How to Format a Press Release

Struggling to get the attention your news deserves? It could be that your press release formatting is holding you back.

Besides telling a powerful story (the content itself), proper press release formatting helps you create an impactful release.

In this blog, we’ll look at how to format a press release and highlight the best practices to help you drive coverage!

How to Format a Press Release: Why Is Proper Formatting Important?

Journalists receive many releases each day from public relations pros. And to stand out from the noise, it's necessary to ensure your news is properly formatted.

Correct formatting not only makes your story more attractive and easier to follow, but it also increases the chances of grabbing a reporter’s attention.

Here are a few more reasons why proper formatting is so essential:

1. First Impression. A good first impression is crucial for journalists. If it's a massive block of text, they may ignore it. Keep it concise and break up the text into paragraphs.
   
   
2. Readability. Journalists are busy. If your press release is a puzzle, they won't bother. Keep it organized using the inverted pyramid writing style. Help them quickly get the important details.
   
   
3. Branding. Make sure your press releases are consistent (i.e. logo, boilerplate, contact info etc.) It helps build relationships with journalists who will get to know your brand and trust you.

To ensure your stories make a lasting impact, let's dive into the key elements of press release formatting.

How to Format a Press Release: Key Elements

These elements include the headline, subheading, body content, quotes, multimedia, contact information and boilerplate.

Let's explore each of these elements in detail.

Headline and Subheading Formatting

The headline is the first thing journalists and readers see, so it's crucial to make it eye-catching.

Follow these formatting guidelines to create an impactful headline:

1. Keep It Short and Compelling. Aim for a headline that is no more than 80 characters long. Use action verbs, strong adjectives and numbers to make it engaging and informative.
   
   
2. Use Title Case. Capitalize the first letter of each major word in the headline while excluding articles, conjunctions and prepositions.
   
   
3. Avoid Excessive Punctuation. Avoid using multiple exclamation marks or excessive punctuation that may make your headline appear unprofessional.

The subheading, also known as the “dek,” provides additional context and supports the headline. It should be written in sentence case and give a summary of the press release.

Body Content Formatting

The body content is where you provide the details of your story.

To ensure it’s easily readable, follow these formatting tips:

1. Use Short Paragraphs. Break your content into short paragraphs to improve readability. Each paragraph should focus on a single idea and contain no more than 3-4 sentences.
   
   
2. Include Subheadings. Divide your writing into sections with subheadings. It makes it easy for people to scan and find what they want to read.
   
   
3. Use Bullet Points and Numbered Lists. When listing key points or important information, consider using bullet points or numbered lists.

Formatting Quotes and Attributions

Quotes and attributions add credibility and build trust with your company/organization.

When adding quotes, it's important to format press releases correctly by:

1. Using Quotation Marks. Enclose quotes within double quotation marks to indicate direct speech or statements.
   
   
2. Attributing Quotes. Always attribute quotes to the appropriate person or source. Include the full name, title and affiliation of the person being quoted.
   
   
3. Separating Quotes. Place each quote on a new line to make it visually distinct from the surrounding text. This formatting technique makes quotes more noticeable and easier to read.