Press Release Layout
The image below shows what a press release looks like. Each press release contains several sections. These sections are enumerated on the image. This article includes a short description of each section. Whether or not some of these sections are included depends upon the distribution plan that you have chosen.
Image 1. Press release layout
1. The headline
The headline is the first part of the press release that the reader will see. It is usually no longer than 80-100 characters, and contains the main message of the press release. The headline should grab a reader’s attention, in order to ensure that they continue to read the entire press release. Journalists and editors are swamped with hundreds of news headlines every day - in order to attract their attention, a press release headline should be interesting and informative. There are methods, however, that should be avoided as you try to differentiate your headline from all of the others, such as adding a words like “urgent” or “for immediate publication”, entering all uppercase or all lowercase letters. The headline should comprise of more than two words. The headline should not include adjectives in their superlative form. The best headlines include key words from the press release, for example, the company's name and name of product or services.
2. The summary
The second section of the press release is the summary. While the headline includes the main message of the release, the summary offers more specific details. The summary is usually around 200 characters long. Avoid repeating text from the first paragraph of the press release in the summary.
3. The body of the press release
Тhe body of the press release is the main section. Usually the body of the press release begins with the location – town or city, and country - where the press release was written. This is followed by the date of publication. As a rule, press releases are written in the third person. If a quotation appears in the body of the press release, then it is written as direct speech.
In order to ensure that your press release is as convincing and credible as possible, try to strengthen any assertions by including links to relevant, authoritative sources. Refrain from using a large number of superlatives. Try also to refrain from using jargon that can only be understood by experts or specialists. The language used in the press release should be accessible and understandable to the greatest number of people possible. The standard length of a press release is 250-400 words.
The body of the press release is made up of formatting with special tags. Text links to relevant internet sites can also be inserted when appropriate. Each distribution plan allows for a different number of text links. A list of tags and syntax can be found on our website, on the How to add a text link and format text page. HTML tags are not allowed in the body of the press release.
4. A brief description of the company
While you do not necessarily have to include a brief description of the company, we do recommend that this is included. This section contains a brief description of the company behind the press release. Usually, this is a single paragraph and includes the company's name, location, and line of business. This description of the company is added on to the body of the press release.
It is possible to create a uniform description that is then inserted automatically into any future press releases. This is supported by text formatting with special tags, identical to those found in the rest of the body of the press release. A description of the tags can be found on our website, on the page How to add a text link and format text. HTML tags are not allowed.
5. Contact information
Contact information for the press release publisher is included for journalists and visitors. In order to protect this email account from spam, a special form is used to send your information to the publisher.
6. Video
Press releases may include video. At the moment, embedding video is only supported from YouTube. An explanation of how to insert video into a press release can be found in the article How to embed video in a press release
Some distribution plans do not allow for embedding video in press releases.
7. Logos and images
The press release may be accompanied by a logo or other relevant images. This image or logo is added also to the headline on the list of press releases found on the front and secondary pages on the website. It is possible to add a caption to an image.
8. Highlighted quotations
Quotations are not an obligatory part of a press release. A quotation serves to highlight an utterance, differentiating it from the rest of the body of the press release. The publisher uses his or her discretion to select which quotation will be highlighted. The highlighted quotation stands out from the rest of the surrounding text, and therefore serves as an additional means of attracting the reader's attention.
It is only possible to highlight quotations with certain distribution plans.
9. Keywords
Key words and key phrases must be separated by a comma, i.e. keyword1, keyword2, my key phrase 1, my key phrase 2. Enter keywords that relate to your press release. Good keywords will help journalists, editors, freelance writers, and readers find your news story on the website
10. Map
It is often useful to supplement any information included in the press release with a map, showing any relevant locations. For example, if you are opening a chain of restaurants, you can mark these restaurants on a map, labeling them with short descriptions, addresses and links to their websites. Alternatively, if you are trying to advertise an event, you can mark the location of this event on the map. You may also choose to label the location of your business, and its subsidiaries.
You can put up to ten labels on the map. Each label includes a short description, which may be formatted with special tags as in the body of the press release. You can find a description of the tags on our website, under How to add a text link and format text. HTML tags are not allowed.
The map is only available with certain distribution plans.
Image 1. Press release layout
The headline is the first part of the press release that the reader will see. It is usually no longer than 80-100 characters, and contains the main message of the press release. The headline should grab a reader’s attention, in order to ensure that they continue to read the entire press release. Journalists and editors are swamped with hundreds of news headlines every day - in order to attract their attention, a press release headline should be interesting and informative. There are methods, however, that should be avoided as you try to differentiate your headline from all of the others, such as adding a words like “urgent” or “for immediate publication”, entering all uppercase or all lowercase letters. The headline should comprise of more than two words. The headline should not include adjectives in their superlative form. The best headlines include key words from the press release, for example, the company's name and name of product or services.
2. The summary
The second section of the press release is the summary. While the headline includes the main message of the release, the summary offers more specific details. The summary is usually around 200 characters long. Avoid repeating text from the first paragraph of the press release in the summary.
3. The body of the press release
Тhe body of the press release is the main section. Usually the body of the press release begins with the location – town or city, and country - where the press release was written. This is followed by the date of publication. As a rule, press releases are written in the third person. If a quotation appears in the body of the press release, then it is written as direct speech.
In order to ensure that your press release is as convincing and credible as possible, try to strengthen any assertions by including links to relevant, authoritative sources. Refrain from using a large number of superlatives. Try also to refrain from using jargon that can only be understood by experts or specialists. The language used in the press release should be accessible and understandable to the greatest number of people possible. The standard length of a press release is 250-400 words.
The body of the press release is made up of formatting with special tags. Text links to relevant internet sites can also be inserted when appropriate. Each distribution plan allows for a different number of text links. A list of tags and syntax can be found on our website, on the How to add a text link and format text page. HTML tags are not allowed in the body of the press release.
4. A brief description of the company
While you do not necessarily have to include a brief description of the company, we do recommend that this is included. This section contains a brief description of the company behind the press release. Usually, this is a single paragraph and includes the company's name, location, and line of business. This description of the company is added on to the body of the press release.
It is possible to create a uniform description that is then inserted automatically into any future press releases. This is supported by text formatting with special tags, identical to those found in the rest of the body of the press release. A description of the tags can be found on our website, on the page How to add a text link and format text. HTML tags are not allowed.
5. Contact information
Contact information for the press release publisher is included for journalists and visitors. In order to protect this email account from spam, a special form is used to send your information to the publisher.
6. Video
Press releases may include video. At the moment, embedding video is only supported from YouTube. An explanation of how to insert video into a press release can be found in the article How to embed video in a press release
Some distribution plans do not allow for embedding video in press releases.
7. Logos and images
The press release may be accompanied by a logo or other relevant images. This image or logo is added also to the headline on the list of press releases found on the front and secondary pages on the website. It is possible to add a caption to an image.
8. Highlighted quotations
Quotations are not an obligatory part of a press release. A quotation serves to highlight an utterance, differentiating it from the rest of the body of the press release. The publisher uses his or her discretion to select which quotation will be highlighted. The highlighted quotation stands out from the rest of the surrounding text, and therefore serves as an additional means of attracting the reader's attention.
It is only possible to highlight quotations with certain distribution plans.
9. Keywords
Key words and key phrases must be separated by a comma, i.e. keyword1, keyword2, my key phrase 1, my key phrase 2. Enter keywords that relate to your press release. Good keywords will help journalists, editors, freelance writers, and readers find your news story on the website
10. Map
It is often useful to supplement any information included in the press release with a map, showing any relevant locations. For example, if you are opening a chain of restaurants, you can mark these restaurants on a map, labeling them with short descriptions, addresses and links to their websites. Alternatively, if you are trying to advertise an event, you can mark the location of this event on the map. You may also choose to label the location of your business, and its subsidiaries.
You can put up to ten labels on the map. Each label includes a short description, which may be formatted with special tags as in the body of the press release. You can find a description of the tags on our website, under How to add a text link and format text. HTML tags are not allowed.
The map is only available with certain distribution plans.
