This KnowAnt manual is for anyone who needs how to write a press release that a journalist can actually use.
A press release is not a blog post and not an essay. It is a news memo: who, what, when, where, why, in that order of usefulness. If the first paragraph could sit in a paid ad, rewrite it.
At KnowAnt, we treat a release like any other high-stakes draft — specific facts, clean grammar, no filler. Use the grammar checker before you send. If the copy still sounds like a brochure, run tight sentences through the paraphrasing tool and then put the facts back in by hand. Never paste published coverage as if it were yours; paraphrase without plagiarism.
Table of Contents
- What Is a Press Release?
- The Inverted Pyramid Formula
- Headline, Dateline, Boilerplate
- Press Release Template
- Three Original Examples
- UK, Events, Books, and Music
- Common Mistakes
- Frequently Asked Questions
- Conclusion
What Is a Press Release?
A press release (news release) is a short official announcement written so a reporter can turn it into a story — or decide in 20 seconds that they will not.
It usually includes:
- A headline that states the news, not the brand mood
- A dateline (city and date)
- A lead paragraph with the news
- Two to four supporting paragraphs
- A quote from a named person
- A boilerplate (who the organisation is)
- Media contact details
It is not a Wikipedia page. Encyclopedic neutrality is a different skill; see how to write a Wikipedia article. It is also not a research question. Those belong in studies. A release belongs in an inbox.
Plan the announcement in a real meeting. A team meeting agenda template and meeting minutes templates keep quotes, embargo times, and who signs off from living only in chat.
The Inverted Pyramid Formula
News writing uses the inverted pyramid: most important facts first, colour last.
- Lead: the news in 1–3 sentences (who did what, when, where, why it matters)
- Proof: numbers, dates, named partners, what is new vs last year
- Quote: one human sentence, not a slogan
- Background: how to attend, buy, or verify
- Boilerplate + contact
If a sub-editor cuts from the bottom, the story should still stand. That is the test.
Open the lead the way you would any piece that must be read: no runway. How to write a strong introduction paragraph is the same discipline with a harder time limit.
Headline, Dateline, Boilerplate
Headline: subject–verb–object. “Pune clinic opens night pharmacy for shift workers” beats “An exciting new chapter.” Include a number if it is the news (jobs, dates, capacity).
Dateline: city in capitals or title case, then the date. UK desks often want day–month–year. Match the market; how to write the date covers US vs UK vs India so you do not send “03/04/2026” into the wrong country.
Boilerplate: 50–80 words on what the organisation is, where it operates, and one proof point. This is not a mission statement, though the two should not contradict. A mission is for staff and a business plan. A boilerplate is for a journalist who has never heard of you.
If you are pitching in person the same week, practise a 30-second version: how to write an elevator pitch. After a reporter covers you, a short thank-you note is professional; a second press release saying “thank you for the coverage” is not news.
Press Release Template
FOR IMMEDIATE RELEASE
[or: EMBARGOED UNTIL 00:01 BST, 10 September 2026]
Headline: [news in one line]
Subhead (optional): [one extra fact]
[CITY], [date] — [Lead: organisation + news + when + why it matters.]
[Paragraph 2: proof — numbers, partners, what customers or residents get.]
“[Quote],” said [Name], [title], [organisation].
[Paragraph 4: how to attend, buy, download, or register. URL.]
About [Organisation]
[Boilerplate.]
Media contact: [name], [email], [phone]
That is the press release template. Keep the whole file on one page when you can.
Three Original Examples
1. Event (community)
Headline: Ward 4 night market returns 20 September with 40 stallholders
Pune, 3 September 2026 — The Ward 4 Residents’ Trust will reopen the Sunday night market on 20 September from 5 p.m. to 9 p.m. on FC Road service lane, with 40 registered stallholders and a first-aid post. Last year’s market drew an estimated 6,000 visitors over four Sundays.
2. Book
Headline: Debut novel Shift Change to publish 14 October
Manchester, 3 September 2026 — North Dock Press will publish Anika Rao’s debut novel Shift Change on 14 October. The book follows two night-bus drivers over one winter and will be available in paperback and ebook. Rao will read at Central Library on 16 October, 6.30 p.m.
3. Product
Headline: Riverline Tools ships lockable bike crate for apartment blocks
Leeds, 3 September 2026 — Riverline Tools begins shipping a steel bike crate designed for shared basements on 8 September, priced at £189. The crate bolts to a floor plate and holds one adult bike. Pre-orders open to UK addresses only.
Song / album (brief): same pyramid. Lead with release date, format, and what is new (first album, first English-language EP). Do not recap the artist’s childhood. One quote about the work is enough.
UK, Events, Books, and Music
UK press release habits: spell in British English, put times in BST or GMT, include Companies House or charity number only if relevant, and put a UK phone number in the contact block. Embargo in a timezone a desk will recognise.
For an event: date, time, venue address, ticket price or free, accessibility, and a booking URL in paragraph four — not buried in the boilerplate.
For a book: title, author, publisher, pub date, ISBN if you have it, price, and one factual hook (award shortlist, data, setting). Plot spoilers are not news.
Common Mistakes
- Headline is a vibe. “Innovation unleashed” is not copyable into a news site.
- Lead starts with “We are delighted.” Start with the news.
- No dateline. Editors need a place and a day.
- Quote is a slogan. “We are passionate about excellence” is not a quote.
- Attachments only. Put the story in the email body as well.
- Wrong date format for the desk you are pitching.
Frequently Asked Questions
How do you write a press release for an event?
Lead with name, date, time, place, and who it is for. Add capacity or last year’s attendance if true. Put tickets and access in paragraph four.
How long should a press release be?
One page is the default. 300–500 words is plenty. If you need a second page, you probably need a fact sheet, not a longer lead.
Do I need a boilerplate?
Yes, unless you are a household name. Keep it short and factual.
Can I send the same release to every country?
You can share facts. Localise spelling, dates, currency, and contact hours. A US MM/DD date on a UK desk is an easy delete.
Conclusion
How to write a press release, in KnowAnt’s view, is how to make a reporter’s job shorter.
Use the inverted pyramid. Write a headline that states the news. Put a dateline on the lead. End with a boilerplate and a human contact. Whether it is for an event, for a book, or a short note for a song or album, the test is the same: could someone write a 120-word story from paragraph one alone?
Draft on KnowAnt, proof the lead with the grammar checker, and send one page, not a brand manifesto.