Press releases are traditionally structured in four parts. To ensure you maximise your chances of getting published, keeping to this structure makes it easier for journalists to understand right from the beginning what your press release is about, and if it is relevant to them. We recommend that you use the following structure.

1. The Headline
2. Introductory paragraph
3. The Body Copy
4. Notes to editor

Create a Great Headline 

If the headline doesn’t grab attention there is a high chance it will be missed by the journalists.

We suggest leaving the headline to write after you have created your press release content. It’s the most important part of the press release and worth spending time on and taking team members' opinions on.

You can use statistics in your headline to catch the attention of the journalist and in the content itself.

You can use alliteration, humour and any form of words that are arresting. But don’t worry if you’re not a born copywriter. It is perfectly adequate to write a straight headline so long as it draws attention to the story.

Try to keep it to less than 80 characters including spaces, and the shorter the better.

The Introductory Paragraph

All press releases need a short opening or introductory paragraph explaining the news you’re going to share in the release.

Don’t expect the journalist to scan through several paragraphs to discover the news you’re sharing. The journalist might just move on to the next press release if you’re not clear with your intentions from the beginning.

In the introductory statement (often called the teaser) try as best as you can to cover the 5W’s and 1H – Who (did) What (activity or event) Where (the bounds of your business or sector) When (time frame of your story) Why and How. With that, the journalists know what the news is and how worthy of their time it is.

The Body Copy

Having shown the reader that your news is newsworthy in the introduction, the next paragraphs, or the Body Copy, need to expand and give additional information.

It is important to share your news in as few words as possible, we suggest staying between 300 – 400 words. Don’t worry if you don’t write like a top journalist. This is where you tell your story. Giving and sharing facts is more important than creativity.

Include real-life experiences and tell a story which expands on your introduction. This instantly makes the news more compelling and relatable. Readers will put themselves in the writer’s shoes and compare their own experiences to those of the storyteller. If you explain a challenge and how the company overcame it, readers will value the article further as it has educated them.

Add Quotes

Adding quotes by a qualified individual to quickly explain the significance of the facts shared in the release, makes it more relevant and interesting to the reader. In addition, quotes instantly ‘humanise’ the story and guide the reader in their interpretation.

If possible, add two quotes from an authoritative source. We recommend adding at least one quote. Make sure your quote is from someone who has some authority either in your company or in your field. 

Notes to editors

The next item is the ‘Notes to Editor’ section in which you provide all the details that would get in the way of your narrative but are necessary to share, in case the journalist wishes to find out more information.

Working down the press release you are giving information as and when it’s needed. The ‘Notes to Editor’ section goes at the very end, not at the front when the decision is yet to be made, but at the end when the journalist really needs it.

This section should highlight a contact who is available for an interview or further comment. Include their job role, email and details of how they can be contacted by phone.

Add details and useful links that enable the journalist to perform further research on the company or subject, such as background information, sources for any data used and the company’s website. If you wish to send multiple or large files include a Dropbox or WeTransfer link in the Notes to Editor.

Here is a short video about what to include in Notes to editors:

Press release sample

Note: This press release is entirely fictional, created for the purpose of this exercise. Any resemblance to actual entities or events is purely coincidental.

ABC Ltd Launches Revolutionary Fresh Ingredient Jam

London, 28/02/2025 - ABC, a leading name in the food industry, is thrilled to announce the launch of its latest product - a revolutionary new type of jam made from the freshest ingredients and crafted to order. This groundbreaking creation is set to redefine the way jam lovers indulge in their favourite spread.

ABC has always been committed to delivering the highest quality, freshest products to its customers. With this new offering, the company has once again surpassed expectations by creating a jam that is not only delicious but also made-to-order, ensuring maximum freshness.

Unlike traditional jams found on supermarket shelves, ABC's fresh ingredient jam is meticulously crafted using the finest fruits and ingredients sourced locally. The hand-picked fruits are carefully blended and combined with just the right amount of sweetness to create a tantalizing flavour that will leave taste buds tingling with delight.

"Our team at ABC is always pushing the boundaries of innovation, constantly striving to find new ways to delight our customers," said Joe ABC, founder and CEO. "With the launch of our new fresh ingredient jam, we have taken the traditional concept of jam and transformed it into something truly exceptional."

In addition to its remarkable taste, ABC's fresh ingredient jam offers a unique customisation experience. Customers have the option to choose their preferred fruit combination, allowing them to create a personalised flavour profile. Whether it's the classic strawberry and kiwi or a more adventurous combination like blueberry and lavender, ABC's fresh ingredient jam caters to all taste preferences.

Furthermore, ABC's commitment to freshness extends to its production process. It is made only after receiving an order, ensuring that each jar of jam arrives at the customer's doorstep as fresh as possible. This direct-to-consumer approach guarantees that ABC's fresh ingredient jam reaches the consumer within a short span, taking advantage of peak freshness and flavour.

"We believe that food should be enjoyed at its best, and freshness is of paramount importance," added Jane Abc, Head of Taste at ABC. "Our made-to-order approach not only guarantees the freshest product but also allows us to minimise waste, making it an environmentally friendly choice."

ABC's fresh ingredient jam is now available for pre-order on the company's website. Visit www.abcjamfictional.com to explore the wide range of Flavours.

Notes to Editor

For media inquiries and interview requests, please contact:

Joe ABC – Founder and CEO

joeabc@abcjamfictionalemailaddress.com

Phone number: 01 1111111111

About ABC:

ABC is a renowned name in the food industry, dedicated to offering high-quality, fresh products to its customers. With a commitment to innovation and customer satisfaction, ABC continues to push boundaries and delight taste buds with its delicious creations.