How to Create a Press Release Format for 2021

How to Create a Press Release Format for 2021

Have you ever looked at a press release, and thought there was something missing. These unfulfilled feelings are most likely due to not using the correct press release format.

Understanding the importance of press releases format is crucial to maximize the company’s reach and impact on the media.

Press releases that are properly formatted convey the most important information, while also displaying professionalism. This will allow your company to stand out from the rest and make your company stand out amongst your competitors.

Press releases with newsworthy and relevant content will help small and medium businesses increase traffic, improve SEO and ultimately, their bottom line in 2021 and beyond.

Our Media and Marketing specialists are industry leaders in press releases distribution. We have created a list of all the components required to format a press release.


The dateline contains the date and the place where the press release was published. If you are looking for local news coverage, the location is important. The dateline will look something like this: NEW YORK (NY), July 14, 2021

An embargo or immediate release

Press releases do not always include a release date. However, if you choose to include one, place it in the left margin below your logo. It should say either “For Immediate release” or “FOR REELEASE ON [Date] AT (Time)”. If it is important, include the time zone such as EST.


Did you know that the average internet user will only read 80 percent of headlines on the web? When formatting a press release, it is crucial to create compelling headlines.

It’s your reader’s first impression. Your headline will get them clicking to find out more. They’ll scroll onwards if the headline isn’t compelling enough.

Make sure that your headline has value.

Summary or subhead

This summarizes the headline of the press release and what readers can expect to find if they read it in its entirety.

First paragraph

These should contain the most relevant facts about the subject of the press release. This data is often referred to as the HTML5Ws + The of journalism

  • Who
  • What
  • Where
  • When
  • Why?
  • How

This can be used as a checklist to ensure that nothing is missed.

Inverted pyramid

The Inverted Pyramid is a great format for press releases. It ensures that the most important information is included.

The Inverted Pyramid is wide at the top and narrow at the bottom.

The most important information should be included in the headline, subhead and first paragraph. Below it, less important information will be included. The majority of press releases are between three and four paragraphs long, with 400 to 500 words.

Additional content

The second paragraph contains more information about the topic, along with an image, video and facts to prove that your release is worth reading.

The third paragraph can contain more data and/or quotes by topic experts from your company. These will give additional reasons why your information is important and how it relates with your industry or niche.


To get attention, your press release should contain at least one image or video of high quality. Images and/or videos are more likely to be picked up by media than those that do not.


You can use quotes to reinforce the authenticity of your press releases and to communicate the message that you are trying to convey. To show journalists that you are reliable and knowledgeable, include a quote from a senior executive of your company.

Goal Setting

Each press release that you distribute must have a clearly defined goal. Examples include, but are not limited to:

  • Traffic to websites
  • Subscribers
  • Sales
  • Brand Awareness

Once you have established a goal, use it as your North Star to guide all your messaging.


Your goal should be reflected in your call-to-action. If you are looking to get subscribers, your call-to-action might be “Visit URL” to obtain your free ebook on XYZ.

Keep it short and simple.


The last paragraph of your press release should contain the boilerplate. This section contains information about your company and what it does. It also explains how people can contact you if they have questions about the subject of your press release.


Your boilerplate can include a link to your media center, so journalists can find out more about you. To track the success of your press release, you can use a customized URL to link to a landing page that you have created in your call-to action.

Don’t forget to include SEO keywords in your press release.

The likelihood that both pieces of content rank for searches related to these topics can be increased by linking relevancy

Contact information

Include your contact information at the end of your press release. It should look like this:

Contact us today if you need help formatting your press releases.

They are available to assist you throughout the process to ensure that you make the most out of your press releases, and get the right message to all the right people at the right moment.


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