A press release is more than just company news—it’s a strategic document meant to secure media coverage, shape public perception, and drive organic visibility. But without proper structure, even the most newsworthy announcement will fall flat. In this guide, we break down the press release structure that grabs attention, satisfies journalists, and ranks in search engines.
Why Structure Matters
Most journalists decide within seconds whether to keep reading. Poor formatting, lack of hierarchy, or missing key details lead to instant rejection.
With proper structure, you achieve:
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Immediate clarity
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Faster media adoption
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Enhanced readability
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Stronger SEO
Avoiding structural press release mistakes can mean the difference between impact and invisibility.
1. Headline: Short, Powerful, and Clear
This is your hook. It should communicate the main point instantly while enticing readers to continue.
Best Practices:
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Max 60 characters
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Active language
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Includes a keyword (e.g., “launch,” “report,” “funding”)
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Anchored with an SEO phrase like press release writing
Example: “AgroNova Secures $5M to Expand AI Crop Tech”
2. Subheadline (Optional): Add Context
Placed directly under the headline, this line expands on the story in one sentence.
Example: “Funding will help company scale sustainable farming solutions across West Africa.”
3. Dateline: Location + Date
Standard format: City, Country – Date
This helps journalists immediately identify relevance and region.
Lagos, Nigeria – June 18, 2025
4. Lead Paragraph: The 5Ws
Your opening paragraph should answer:
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Who
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What
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When
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Where
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Why
It’s the TL;DR for journalists and readers alike. Keep it to 2–4 sentences, packed with facts, not fluff.
5. Body Paragraphs: Expand the Story
Use the middle section to provide more context, data, quotes, and relevance. Break this into:
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A deeper explanation of the announcement
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Market context or stats
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Quotes from executives or clients
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Supporting facts (e.g., product specs, growth numbers)
Be sure to bold keywords like press release structure for readability and SEO value.
6. Quotes: Add Authority and Voice
Well-placed quotes make your release feel authentic and newsworthy.
“This partnership enables real-time shipping updates for over 400 e-commerce brands,” said Kemi Adebayo, CTO of TransPort Africa.
Avoid vague fluff. Make quotes specific, value-driven, and tied to the news angle.
7. Multimedia (Optional but Valuable)
Press releases that include visuals get up to 6x more engagement.
Include:
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Headshots
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Product images
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Charts or infographics
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Embedded video links
Multimedia turns your press release writing into a full storytelling asset.
8. Boilerplate: Company Overview
This is your standard “About” section. Keep it brief, factual, and updated.
Boilerplate Template:
About TradeFlow
TradeFlow is a Lagos-based fintech company offering real-time B2B payment solutions across Africa. With over 2,000 enterprise clients, TradeFlow is a leader in financial automation for cross-border trade.
9. Contact Information
Never forget this. A journalist must be able to reach you fast.
Include:
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Full name
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Title
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Phone number
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Email
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Website URL
Example:
Press Contact:
Nnenna Ugochukwu
Media Relations, AgroNova
press@agronova.ai | +234-810-555-9347
10. Call to Action (CTA)
What’s the next step you want the reader to take?
Options:
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Visit a landing page
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Download a report
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Schedule an interview
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Attend an event
“Download the full whitepaper at www.agronova.ai/climate2025”
A press release without a CTA is a missed opportunity—and one of the most frequent press release mistakes.
11. Formatting Checklist
✅ Headline under 60 characters
✅ Subheadline (optional)
✅ Location and date
✅ One clear message
✅ Two strong quotes
✅ Bold subheadings
✅ Keyword links to source
✅ Contact and CTA
Conclusion: Build Releases That Get Results
Your press release must be easy to read, newsworthy, and structured for speed. Editors receive hundreds daily—only those with proper formatting and relevant content will break through. Use this proven press release structure to command attention and get your story published.
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