This free press release template turns a short form into a properly formatted release in standard press release format. You fill in the headline, lead, quote, boilerplate and contact details, and the tool builds the layout and checks your headline and lead length as you type.
- How to use the press release template
- Press release format: the parts in order
- How to write a press release
- Before you send: a short checklist
- Sending and following up
- Common press release mistakes
- FAQ
- Related tools
How to use the press release template
- Choose the release type: For immediate release, or Embargoed until the date you set.
- Write a headline. The hint under it shows the character and word count and tells you if it is too long or too short. Add an optional subheadline for one extra line of detail.
- Enter the city and region, such as London, UK, and pick the date. These make up the dateline at the start of the first paragraph.
- Write the lead paragraph, then the body. Leave a blank line between body paragraphs.
- Add a quote without quote marks, the speaker name and the speaker title and company. The tool adds the quote marks and the said line.
- Fill in the company name, boilerplate and media contact, one detail per line.
- Check the preview on the right and the word count above it. Then press Copy as text, Download .txt or Download .html.
Press Fill with an example to see a finished release for a fictional coffee roaster. Anything you leave blank shows as a placeholder in square brackets, such as [Headline], so you can see what is missing. The tool does not write the text for you. It lays out what you write and gives guidance on length.
Press release format: the parts in order
Journalists see many releases each day, and a familiar layout helps them find the facts fast. This is the order the template follows.
| Part | What goes in it | Guide |
|---|---|---|
| Release line | For immediate release, or embargoed until a date | One line, in capitals |
| Headline | The news in plain words | Under 100 characters, 10 to 14 words |
| Subheadline | One more detail, optional | One short line |
| Dateline and lead | City, date, then who, what, when, where and why | 25 to 40 words |
| Body | Supporting facts, in order of importance | Short paragraphs |
| Quote | A person saying something worth quoting | 1 or 2 sentences |
| Boilerplate | About the company, the same each time | Two to four sentences |
| Media contact | Name, email, phone and website | One person who answers |
| End mark | Three hash marks to show the end | ### |
The tool builds the release in exactly this order. The dateline is set in capitals for the city, then the date, then a dash and the lead. The whole release is best at 300 to 500 words. The word count above the preview warns you if you are under 250 or over 600.
How to write a press release
Start with the news. A release needs a reason to exist, such as a launch, an opening, a new hire, a result, an award, a partnership or a report. If you cannot say what is new in one sentence, a release is probably the wrong tool.
Put the most important facts first, then add detail in order of importance. This is called the inverted pyramid. A reader, or an editor who stops after two paragraphs, should still have the story. The lead should answer who, what, when, where and why.
Write the headline last if you find it hard. State the news in plain words, in the present tense, and avoid hype words such as revolutionary or game changing. Then use the case style you prefer, and if you need to switch it, the Case Converter can do it.
Use a real quote. A good quote adds opinion or colour, such as why the change matters, instead of repeating facts already in the text. Name the speaker and their role. Keep the body factual, and avoid claims you cannot support. If you quote a number, say where it comes from.
Keep it short, usually one page. Add links to photos, a media kit or a longer report instead of pasting everything in the body.
Before you send: a short checklist
A new product, place, person, result or event that matters to the reader of the outlet you are writing to.
Names, spellings, dates, prices and numbers. A wrong date in the lead can spoil a good story.
The person named can answer the phone or email today and has the extra facts and images to hand.
Send each release to a person who covers that topic, not to a general list.
The word count and the headline hint are guides, not rules. A very technical release may run longer, and a simple announcement can be much shorter. What matters is that every sentence earns its place.
Sending and following up
Paste the release into the body of your email rather than sending an attachment, with a short note on top that says why the story suits that reporter. Use a clear subject line that states the news. Link to images stored online so the message stays small.
Follow up once, a few days later, with a polite message. Do not call to ask if a journalist got your email. If you set an embargo, make sure the date and the time zone are clear, and only share embargoed news with people who agree to respect it.
A release is one part of a wider approach to getting coverage. Journalists also look for expert comments, data and stories that fit what they are already writing about, and links from the coverage can help your search visibility. Our digital PR services plan the story, pitch it to the right writers and track what is published.
If you need to add the release to your own site, download the .html file and use it as a starting point, or copy the text into your editor.
Common press release mistakes
The first mistake is burying the news. If the point is in paragraph four, most readers will not reach it. The second is writing like an advert. Words such as best, leading and unique make an editor stop reading. Use facts and let the reader decide.
The third is a headline that is too long or too vague. The headline hint in the tool warns you if it goes over 100 characters. The fourth is skipping the boilerplate or the contact details, which leaves a journalist with no easy way to follow up. The fifth is sending the same release to everyone with no personal note.
Last, keep the facts consistent across the release, your website and your social channels. If you need to compare two drafts, the Diff Checker shows exactly what changed, and the Character Counter is handy for checking a short pitch or subject line.
Frequently asked questions
What is the correct press release format?
Start with a release line, then the headline, an optional subheadline, a dateline and lead paragraph, the body, a quote, the boilerplate and the media contact. End with three hash marks. The template builds this layout from your form.
How long should a press release be?
Aim for 300 to 500 words, usually one page. The tool shows a live word count and warns you if the release is shorter than 250 words or longer than 600. Put the key facts in the first two paragraphs.
How long should the headline be?
Keep it under 100 characters, or about 10 to 14 words. The hint under the headline box shows your current count and tells you if it is too long or a little short. Say what is new in plain words.
What is a boilerplate?
A boilerplate is the short About paragraph at the end of the release. It describes your company in two to four sentences and stays the same from one release to the next. Update it when the facts change.
What does embargoed mean?
An embargo asks the press to wait until a stated date before publishing. Choose Embargoed in the release type and set the date. The release then starts with the words EMBARGOED UNTIL and that date.
Can the tool write the press release for me?
No. It does not generate text. You write the content, and the tool puts it into the standard layout, adds the dateline and quote marks, and gives you guidance on headline, lead and total length.
Is my press release saved?
No. The release is built in your browser, and nothing is uploaded or stored. There is no sign-up. When you close the page the text is gone, so copy it or download the .txt or .html file first.
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