89% of journalists prefer press releases in AP format. Yet most companies send releases that require complete rewrites before publication. Below: the exact AP-style template journalists want, plus 3 complete examples you can adapt.
The Complete Press Release Template
FOR IMMEDIATE RELEASE [HEADLINE: Active Verb, Key News, Under 100 Characters] [Subhead: Secondary detail or context - optional] [CITY, STATE] — [Month Day, Year] — [ORGANIZATION] [ANNOUNCED/ LAUNCHED/REVEALED] [KEY NEWS] today, [SIGNIFICANCE OR IMPACT]. [Second paragraph: Supporting details - who, what, when, where, why, how. Include key numbers and specifics.] [Third paragraph: Quote from key spokesperson providing perspective, not just restating facts.] "[QUOTE THAT ADDS INSIGHT OR EMOTION]," said [FULL NAME], [TITLE] at [ORGANIZATION]. "[SECOND SENTENCE OF QUOTE]." [Fourth paragraph: Additional context, background, or secondary details.] [Fifth paragraph: Second quote from different stakeholder if relevant - customer, partner, industry expert.] [Sixth paragraph: Forward-looking statement or call to action. What happens next?] For more information, visit [WEBSITE]. ### About [ORGANIZATION] [2-3 sentences: What you do, key stats, founding date. No promotional language.] Media Contact: [NAME] [TITLE] [EMAIL] [PHONE]
Section-by-Section Breakdown
| Section | Length | Purpose | Common Mistakes |
|---|---|---|---|
| Headline | <100 chars | Summarize key news | Vague, no verb, too long |
| Lead paragraph | 40-60 words | Answer who/what/when/where/why | Burying the news |
| Supporting details | 50-80 words | Expand on key facts | Promotional language |
| Quote 1 | 30-50 words | Add perspective/emotion | Restating facts from lead |
| Context | 40-60 words | Background, history | Irrelevant information |
| Quote 2 | 30-50 words | External validation | Generic praise |
| Next steps | 20-40 words | What happens next | Hard sell/promotion |
| Boilerplate | 40-60 words | Company background | Promotional adjectives |
Example 1: Product Launch Press Release
FOR IMMEDIATE RELEASE Acme Software Launches AI-Powered Analytics Platform for Small Business Owners New tool provides enterprise-grade insights at fraction of enterprise pricing SAN FRANCISCO — January 15, 2026 — Acme Software today launched DataPulse, an artificial intelligence analytics platform designed specifically for small businesses with annual revenues under $10 million. DataPulse automatically connects to common small business tools including QuickBooks, Shopify, Square, and Mailchimp, then generates weekly reports highlighting sales trends, customer behavior patterns, and operational inefficiencies. Pricing starts at $49 per month, compared to $500-2,000 for comparable enterprise solutions. "Small business owners don't have time to become data scientists," said Maria Chen, CEO of Acme Software. "DataPulse gives them the same insights Fortune 500 companies get, but in plain English and at a price that makes sense for a 10-person company." The company developed DataPulse over 18 months, testing with 200 small businesses across retail, restaurants, and professional services. Beta users reported identifying an average of $14,000 in annual savings or revenue opportunities within the first month of use. "I found a pricing problem that was costing me $2,000 a month—something I never would have noticed in my spreadsheets," said David Park, owner of Park's Auto Repair in Seattle. "The tool paid for itself in the first week." DataPulse is available immediately at databyacme.com with a 14-day free trial requiring no credit card. ### About Acme Software Acme Software builds analytics tools that make data accessible to non-technical business owners. Founded in 2022 and based in San Francisco, the company has raised $4.2 million in seed funding and serves 3,500 small businesses across the United States. Media Contact: Sarah Johnson Head of Communications press@acmesoftware.com (415) 555-0123
Example 2: Funding Announcement Press Release
FOR IMMEDIATE RELEASE ClimaTech Raises $25 Million Series A to Scale Industrial Carbon Capture Technology LED BY SEQUOIA, ROUND WILL FUND DEPLOYMENT AT 10 ADDITIONAL MANUFACTURING FACILITIES AUSTIN, TX — February 3, 2026 — ClimaTech, developer of modular carbon capture systems for manufacturing facilities, announced today it has raised $25 million in Series A funding led by Sequoia Capital, with participation from Breakthrough Energy Ventures and existing investor Climate Capital. The funding will enable ClimaTech to deploy its carbon capture technology at 10 additional manufacturing facilities by the end of 2026, scaling from its current three installations. The company's modular approach reduces installation time from 18 months to 6 weeks and cuts capital costs by 60% compared to traditional carbon capture systems. "Industrial facilities account for 30% of global carbon emissions, but most carbon capture solutions are too expensive and complex for mid-sized manufacturers," said James Liu, CEO and co-founder of ClimaTech. "Our technology makes carbon capture economically viable for the 400,000 manufacturing facilities that want to reduce emissions but couldn't afford it until now." ClimaTech's three existing installations have captured over 15,000 tons of CO2 in the past year, with the captured carbon sold to concrete manufacturers for permanent sequestration. Facility operators report an average 94% capture rate and ROI within 3 years through carbon credit sales. "ClimaTech has cracked the code on making carbon capture accessible to the industrial middle market," said Michael Wang, Partner at Sequoia Capital. "Their unit economics work today, not in some theoretical future." The company plans to expand its team from 35 to 80 employees over the next 12 months, with hiring focused on field engineers and sales representatives across the Midwest and Gulf Coast manufacturing regions. ### About ClimaTech ClimaTech designs and installs modular carbon capture systems for industrial facilities. Founded in 2023 by former Tesla and ExxonMobil engineers, the Austin-based company has deployed systems capturing over 15,000 tons of CO2 annually. Media Contact: Emily Rodriguez PR Director media@climatech.com (512) 555-0199
Example 3: Partnership/Event Press Release
FOR IMMEDIATE RELEASE City of Denver and Local Nonprofits Launch $12 Million Affordable Housing Initiative 500 new units for families earning under $45,000 annually DENVER — March 8, 2026 — The City of Denver today announced a partnership with three local housing nonprofits to develop 500 new affordable housing units, representing the city's largest single investment in affordable housing since 2018. The $12 million initiative combines $8 million in city funds with $4 million in federal tax credits and private donations. Development will occur at three sites across the city: a 200-unit complex in Montbello, 175 units in Westwood, and 125 units in Globeville-Elyria-Swansea. "Denver has added 50,000 jobs since 2020, but housing costs have pushed working families out of the neighborhoods where those jobs are," said Mayor Karen Mitchell. "This initiative keeps families in their communities, close to schools and workplaces." All units will serve families earning 60% or below the area median income—approximately $45,000 annually for a family of four. Rents will range from $650 to $1,100 per month, compared to the current Denver average of $1,850 for comparable units. The three nonprofit partners—Denver Housing Authority, Habitat for Humanity Colorado, and Mile High Community Development—will manage construction and ongoing operations. Groundbreaking is scheduled for June 2026, with first units available by December 2027. "We've been working on the Montbello site for three years," said Maria Santos, Executive Director of Mile High Community Development. "This city partnership finally makes the numbers work to serve families who've been priced out of their own neighborhood." Denver residents can sign up for housing updates and eventual lottery notifications at denver.gov/affordablehousing. ### About the Denver Office of Housing Stability The Office of Housing Stability leads Denver's efforts to preserve and expand affordable housing options. Since 2015, the office has supported development of 4,200 affordable units and provided rental assistance to 12,000 families. Media Contact: John Martinez Denver Mayor's Office john.martinez@denvergov.org (303) 555-0142
Headline Formulas That Work
| Formula | Example | Best For |
|---|---|---|
| [Company] Launches [Product] | Acme Launches AI Analytics Platform | Product launches |
| [Company] Raises $[X] for [Purpose] | ClimaTech Raises $25M for Carbon Capture | Funding announcements |
| [Company] Partners with [Partner] on [Initiative] | Denver Partners with Nonprofits on Housing | Partnerships |
| [Company] Announces [Result/Milestone] | TechCorp Announces 1 Million Users | Milestones |
| [Company] Appoints [Name] as [Role] | Acme Appoints Sarah Chen as CEO | Executive hires |
| [Company] Acquires [Target] for $[X] | BigCo Acquires StartupX for $50M | M&A |
Quote Writing Guide
Bad Quote (Just Restates Facts)
"We are excited to announce our new product which will launch today and costs $49 per month," said the CEO.
Good Quote (Adds Perspective)
"Small business owners don't have time to become data scientists. This gives them Fortune 500 insights in plain English," said Maria Chen, CEO.
| Quote Type | Purpose | Example Opener |
|---|---|---|
| Vision quote | Explain why this matters | "We believe that..." |
| Customer impact quote | Show real-world benefit | "This helped us..." |
| Industry context quote | Position in market | "For too long, [industry] has..." |
| Future outlook quote | What's next | "This is just the beginning of..." |
Boilerplate Templates
Startup Boilerplate
About [COMPANY] [COMPANY] [WHAT YOU DO IN ONE SENTENCE]. Founded in [YEAR] and based in [CITY], the company has [KEY METRIC: raised $X, serves X customers, etc.]. Learn more at [WEBSITE].
Nonprofit Boilerplate
About [ORGANIZATION] [ORGANIZATION] is a 501(c)(3) nonprofit dedicated to [MISSION]. Since [YEAR], the organization has [KEY IMPACT METRIC]. For more information, visit [WEBSITE].
Government Boilerplate
About [DEPARTMENT/OFFICE] The [DEPARTMENT] [PRIMARY FUNCTION]. The department serves [CONSTITUENCY] through [KEY PROGRAMS/SERVICES]. Visit [WEBSITE] for more information.
Frequently Asked Questions
How long should a press release be?
400-600 words is ideal. Journalists can read it in 2-3 minutes and extract what they need. Under 300 words often lacks sufficient detail. Over 800 words rarely gets read completely. The inverted pyramid structure means journalists can stop reading at any point and still have the key news.
Should I include the word "announces" in the headline?
Generally no—it wastes characters. "Acme Launches New Product" is tighter than "Acme Announces Launch of New Product." Use active verbs: launches, raises, partners, acquires, appoints. Exception: "announces" works when the announcement itself is the news (policy changes, major initiatives).
How many quotes should I include?
Two quotes is standard—one internal, one external. Internal quote from CEO/founder provides company perspective. External quote from customer, partner, or industry expert provides validation. More than three quotes clutters the release.
When should I send press releases?
Tuesday, Wednesday, or Thursday between 9-11am in your target journalists' time zone. Monday mornings are chaotic. Friday releases get buried over the weekend. Morning timing catches journalists planning their day. Avoid major holidays and breaking news days.
Should I use "For Immediate Release" or embargo dates?
Use "For Immediate Release" unless you have a strategic reason for embargo. Embargoes make sense when coordinating exclusive coverage or timing with a specific event. Most releases should be immediate. If you embargo, honor it—breaking embargoes burns journalist relationships.
What makes journalists ignore press releases?
Promotional language, missing facts, no news angle. Journalists delete releases that read like ads ("revolutionary," "best-in-class," "game-changing"). They ignore releases missing basic facts (who, what, when, where). They skip releases with no actual news ("Company continues to exist").
Use this template to write press releases journalists will actually use. For faster drafting, try River's press release generator to create AP-style releases in minutes.