What Is a Press Release?
A press release is a short, factual announcement of news about a company, person or organization, written in the style of a news story so journalists, news sites and the public can pick it up and publish it.
Press release definition
A press release (also called a news release or media release) is an official written statement that announces something newsworthy. It is usually 300–600 words, written in the third person, and structured like a news article: the most important facts first, supporting details after.
The key idea is that a press release is written for the news. It is not an advert. A good one reads like a story a reporter could publish with only light edits — which is exactly how many news sites use them.
What is a press release used for?
Businesses and organizations send press releases whenever they have news they want on the record. The most common reasons are:
- Launches — a new product, app, service, book or album.
- Company news — a new location, a funding round, a merger or partnership.
- People — a new CEO or executive hire, an award or recognition.
- Events — a grand opening, a conference, a fundraiser.
- Milestones and results — an anniversary, a customer milestone, research findings.
Today a press release does three jobs at once:
- Coverage. When it's published on news sites, your announcement appears on pages people already trust.
- Credibility. You can show "As seen on" coverage on your website and sales pages.
- Search and AI visibility. News pages about your brand show up when people search your name, and AI assistants such as ChatGPT and Google's AI Overviews often draw on published news when they describe a business.
What goes in a press release?
Almost every press release follows the same structure. You can see each part laid out on our press release format guide.
| Part | What it does |
|---|---|
| Release line | "FOR IMMEDIATE RELEASE", or an embargo date if the news can't be published yet. |
| Headline | One line that states the news. Under about 100 characters. |
| Subheadline (optional) | One sentence of extra context. |
| Dateline | City, state and date, e.g. "HOUSTON, Texas, Sept. 23, 2026 —". |
| Lead paragraph | Who, what, when, where and why, in two or three sentences. |
| Body | Details, background and at least one quote from a named person. |
| Boilerplate | A short standard "About [Company]" paragraph. |
| Media contact | Name, email and phone for follow-up questions. |
| End mark | "###" to show the release is finished. |
Press release example
Here is a short example for a fictional business, showing every part above in about 200 words.
Coastal Dental Group Opens Third Tampa Location, Adding Evening and Saturday Hours
TAMPA, Fla., Sept. 23, 2026 — Coastal Dental Group today opened its third Tampa clinic, at 1200 Westshore Blvd., adding evening and Saturday appointments for patients who can't take time off during the workweek.
The 3,500-square-foot clinic has six treatment rooms and offers general, cosmetic and emergency dentistry. It will employ 14 people, including four dentists.
"Our patients kept telling us the hardest part of seeing a dentist was finding a time that worked," said Dr. Lena Ortiz, founder of Coastal Dental Group. "Westshore lets us stay open until 8 p.m. and on Saturdays."
Appointments can be booked at coastaldentalgroup.example or by calling the clinic.
About Coastal Dental Group
Founded in 2014, Coastal Dental Group is a family-owned dental practice with three clinics in Tampa, Florida.
Media contact: Jamie Reed, [email protected]
###
Fictional example for illustration. See more on our press release samples page.
What a press release is not
- Not an ad. Phrases like "the best in the world" or "don't miss out" get releases rejected by editors. Keep it factual.
- Not a blog post. It announces one piece of news, not general tips or opinions.
- Not a pitch email. A pitch is a personal note to one journalist. A press release is the public, official version of the news.
Our editors write your press release, publish it across our network of news sites, and send you a report with every live link. One-time price, live within 5 business days.
Start My Order — From $195 See pricing »Frequently asked questions
How long should a press release be?
Most are 300–600 words. One page is enough for most news; go longer only if you have real data or several quotes worth including.
Who writes press releases?
Company founders, marketing staff, PR agencies or professional press release writers. Every BrandInTheNews package includes writing by our editors.
Is a press release the same as a news release?
Yes. "Press release", "news release" and "media release" all mean the same thing. See our news release template.
How do I send a press release?
You can email it to journalists yourself, post it on a free press release site, or use a distribution service that publishes it on news sites for you. We compare the options in free vs. paid press release distribution.
How much does a press release cost?
Writing it yourself is free. Paid distribution ranges from under $100 to several thousand dollars. See how much a press release costs.