I run a distribution service that reviews thousands of press releases. Here is the structure, a copy-paste template, and the five failures our editorial checks reject week after week.
A press release is a one-page news story about your company, written the way a journalist would write it, so editors, wire services, and AI assistants can run it with minimal rewriting. That is the whole job, and everything below serves it.
I run a press release distribution service. Thousands of releases cross our editorial review before publication, so I know what gets picked up, what gets ignored, and what gets refused before it reaches a newsroom. This guide covers the structure, a copy-paste template, and the five failures that get releases rejected in our review.
The fastest way to waste a distribution budget is to publish an announcement with no announcement in it. A release earns coverage when something changed: a launch, a funding round, a partnership, a milestone with a number attached, new data, an executive hire, an event. "We exist and we're great" is not news, and editors smell it from the headline.
A useful test: state your news in one sentence with a number or a date in it. "Acme raised $4M to expand into Europe" passes. "Acme is excited to share its vision" fails, and when it fails, the problem is the news itself. Fix that first.
Releases follow a standard skeleton because busy people extract facts from them at speed. Fight the format and you slow down the editor, the wire, and yourself.
Specific, active, under about 100 characters, and containing the news. Write the wire headline you hope to see: "Acme Launches First HIPAA-Compliant Scheduling Tool for Rural Clinics" beats "Acme Announces Exciting New Product." If you're stuck, borrow from our press release headline examples.
The dateline is the "CITY, State — Month Day, Year" that opens the first paragraph. The lead that follows must answer who, what, when, where, and why in one to two sentences. Journalists call this the inverted pyramid: the biggest facts go first, detail follows, and an editor can cut from the bottom without losing the story. An AI assistant quoting one paragraph will quote the right one for the same reason.
Two to four paragraphs of substance: context, numbers, what changed, who it affects. Write in third person throughout. Aim for around 400 words total; past 600 you are padding, and padding gets cut first.
One or two quotes from named people. The quote is the one place opinion belongs, so spend it on why this matters or what it makes possible, something a reporter couldn't write themselves. Read it out loud. If no person would say it at dinner, rewrite it until one would.
The short "About Acme" paragraph at the end: one to three sentences, consistent everywhere you publish, with a website link. This paragraph now does double duty, because AI systems build their picture of your company from repeated, consistent descriptions. Full guide: what is a boilerplate in a press release.
Name, title, email, phone. A release without a reachable human is a story a journalist can't verify, and editors move on from those.
Headline: Specific, active, contains the news.
Dateline: CITY, State — Month Day, Year.
Lead: One to two sentences answering who, what, when, where, why.
Body: Two to four paragraphs of context, numbers, and background.
Quote: One named attribution that adds perspective.
Boilerplate: One to three sentences about the organization, with a link.
Media contact: Name, title, email, phone, link to a folder of high-res assets.
Formatting conventions (AP style, spacing, the "###" end mark) are covered with a downloadable example in our AP-style press release template.
Releases distributed through Press Ranger get checked against our published publishing terms before they go to the wire. Promotional copy and superlatives are fine; a press release is a sales channel and we treat it like one. These five things get a release refused (with a full refund):
The full list (ticker spamming, co-branding without permission, investment opinions, and more) lives in the publishing terms. One more item from that page surprises people: there are no retractions. Once a release is on the wire it stays there, so review your facts before you submit.
Your release will be read by machines as often as people. Syndicated releases get quoted by AI assistants like ChatGPT and Perplexity when they answer questions about your market; we track those citations across customer releases. The pattern in that data matches the advice above: specific, extractable facts get quoted, and vague enthusiasm gets skipped. Clear numbers, a dated announcement, and a clean lead paragraph give your news a chance of surviving summarization. More on this in our generative engine optimization guide.
A perfect release nobody sees is a well-formatted diary entry. You have two options. Pitch journalists yourself: free, slow, and it works when you have real relationships (start with our email pitch samples). Or pay for wire distribution with guaranteed placements. If you go the wire route, insist on a guaranteed publisher list and flat pricing, because the industry's bad habits are upsells and vague reach claims. Our wholesale distribution runs $299–$399 flat with the placement list published. Hold any competitor to that standard.
Timing: midweek mornings perform best for general news. Avoid Friday afternoons and holiday weeks unless you're trying to bury something.
About 400 words, one page. Long enough to carry the facts, short enough that nothing needs cutting.
Yes. AI drafts the structure well, and our platform includes an AI writer trained on the format. AI can't invent the news itself: the real numbers, the real quote, the real angle. Feed it facts, then edit the quote until it sounds like your CEO.
Same skeleton. Your first release also introduces the company itself, so the boilerplate and angle deserve extra care: outlets and AI systems will use that release as the reference text for how they describe you afterward.
Spray-and-pray blasts don't. The format works better than it has in years, because journalists, search engines, and AI assistants are all built to consume it. A release remains the standard way to put verifiable news on high-authority pages, which is where all three go looking for facts.
Business Wire costs about $760 for a 400-word national release, plus $195 per extra 100 words and $425 per photo, with no annual membership. The documented rate card, what the invoice does not include, and the alternatives.
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