What a press release really is
A press release follows a simple logic: providing a journalist with the information they need to decide if a topic is worth an article. It is not intended for your customers, investors, or team. It is intended for an information professional whose job is to sift through dozens of pitches every day.
The structural constraints of a press release stem directly from this reality. The journalist reads the first paragraph. If the information isn't there, they move on.
The 4 essential elements
An effective press release always contains:
- The first paragraph in an inverted pyramid : it answers the 5 Ws (Who, What, When, Where, Why) in 3 to 5 lines. This is the hook. If it doesn't promise a compelling story, nothing else matters.
- The body of the release : context, figures, and details. It expands on the information without repeating the hook.
- The leadership quote : a sentence attributed by name to the founder or relevant director. It should express a point of view, not paraphrase facts already stated.
- The boilerplate : the standardized company presentation paragraph, identical from one release to the next. It informs the journalist about who you are in 5 to 8 lines.
Standard press release structure (template)
A press release always follows the same structure:
- The header : the words "Press Release," the city, and the date.
- The headline : a factual hook containing the main information, not a slogan.
- The lead (intro) : the first paragraph in an inverted pyramid style, answering the 5 Ws.
- The body : two to four paragraphs providing context, figures, and details.
- The executive quote : a named quote that provides a specific perspective.
- The boilerplate : the paragraph presenting the company.
- Media contact : name, email, and phone number of the person to contact.
Example of an inverted pyramid lead: "Paris, March 3, 2026. [Startup], a [category] platform, announces a €5 million funding round led by [fund] to accelerate its expansion in Europe." The essential information is captured in one sentence, and the rest provides the details.
Common mistakes to avoid
- Burying the lead in a promotional introduction: the journalist needs to find the core fact in the very first sentence.
- A marketing headline rather than an informative one: "A revolution for the sector" says nothing; "[Startup] raises €5M to..." says it all.
- Mass, untargeted outreach : sending the same press release to 200 addresses rarely generates quality coverage.
- No quotes, or a quote that simply repeats the facts instead of providing a unique perspective.
- Forgetting the press contact : without a clearly identified point of contact, the journalist will move on to the next story.
What we see with our clients
80% of press releases sent without PR support go unanswered. The reason is rarely the quality of the writing. It’s the angle: the information being announced doesn't interest the targeted journalist, either because it isn't newsworthy for their readership or because it arrives at the wrong time in their editorial calendar.
A press release about a Series A funding round sent to a consumer-focused journalist will yield no results, no matter how well it is written. Tools cannot replace a targeting strategy.
When to send a press release
A press release is justified when the information is objectively newsworthy: funding rounds, significant product launches, strategic partnerships, the appointment of a high-profile executive, or public financial results. Outside of these cases, other formats like op-eds or direct pitches are often more appropriate.
Learn more: How to write a press release and What is the best time to send a press release. See also the full definition of public relations.
