Most free press release templates on the internet are either paywalled, trapped behind email capture forms, or riddled with outdated formatting. This post has a clean template you can copy into a Word doc or Google Docs file and use immediately, along with the rules for using it well.
The template
Copy everything between the lines below into a blank Word or Google Docs file. Format the dateline (CITY, DATE —) in bold, the headline in large bold text, and the body in standard 11 or 12 point font.
FOR IMMEDIATE RELEASE
[Headline: One sentence, specific and active, stating the news]
[Optional subhead: One sentence with secondary context or supporting hook]
CITY, State, Month Day, Year — [Lead paragraph: Open with the dateline, then state the news in the most important sentence. Cover who, what, when, where, and why it matters in this paragraph. Lead with the strongest angle.]
[Second paragraph: Expand on the news with context. What’s the larger story this connects to? Why does this matter now? Include specific numbers, dates, or named entities where relevant.]
[Third paragraph: Additional details or secondary news. Supporting facts, additional context, or related announcements.]
“[First quote: One or two sentences from a named spokesperson. Should sound like something a real person would say, not marketing copy. Include specific observations, commitments, or data points.]” said [First Name Last Name], [Title] at [Company Name].
[Fourth paragraph: If you have a second quote or additional supporting content, include it here. Otherwise move to the next section.]
“[Second quote, if applicable: From a different spokesperson, ideally with a different perspective.]” said [Name, Title].
[Fifth paragraph: Practical details. For product launches, include pricing, availability, and where to buy. For events, include dates, venue, and registration information. For funding announcements, include the round size, lead investors, and planned use of funds.]
About [Company Name]
[Boilerplate: 60-90 words describing what the company does, when it was founded, where it’s based, and any relevant context about its size or market position. Keep this consistent across all releases.]
Media Contact:
[Name] [Title] [Email] [Phone] [Company Name] [City, State]
That’s the core structure. Every section has a purpose, and the template follows standard AP Style conventions that editors expect.
How to use the template
The template is a starting point, not a fill-in-the-blanks form. Treat it as structure and bring the substance yourself.
Write the headline first (and write it ten times)
The headline is the most important part of the release. Editors decide whether to keep reading based on the headline alone, and a weak one kills coverage before the story gets a chance.
Write at least 10 different headline options before picking one. The winning headline should:
- State the news clearly, not tease it.
- Lead with the most newsworthy angle.
- Be specific (names, numbers, places).
- Avoid marketing language (“innovative,” “cutting-edge,” “revolutionary”).
- Work as a standalone sentence that makes sense without context.
Bad: “Company Announces Major Milestone in Growth Journey” Good: “Allbirds Revenue Hits $300 Million in 2025, Up 40 Percent Year Over Year”
Lead with the hook, not the setup
The lead paragraph should state the news in the first sentence. Don’t build up to it. Don’t set the stage. Don’t explain the context before the news. Lead with the news and let context follow.
Bad: “In an increasingly competitive market for sustainable footwear, where consumers are demanding more environmentally responsible products, Allbirds today announced…”
Good: “Allbirds reported $300 million in revenue for 2025, up 40 percent from the prior year, on the strength of its new Tree Dasher running shoe.”
Write quotes that sound like real people
The quote section is where most press releases lose credibility. Generic quotes like “We are thrilled to announce this exciting milestone, which represents a significant step forward in our journey” mark the release as fake and promotional.
Real quotes:
- Come from actual conversations with actual people.
- Include specific observations or commitments.
- Sound like the person’s real voice, not a press release ghost.
- Reference specific numbers, events, or insights.
If you don’t have a real quote, go back and get one. If you can’t get one, leave the quote section out. An empty quote block is worse than no quote at all.
Include the practical details
Don’t make reporters hunt for the information they need. In the practical-details paragraph, include:
- For product launches: price, availability date, channels (direct, retail, online), and where to buy.
- For funding rounds: round size, lead investors, participating investors, total raised to date, and planned use of funds.
- For events: dates, venue, ticket prices or registration, expected attendance, and URL.
- For partnerships: deal structure, expected impact, and when the partnership takes effect.
- For hires: name, title, start date, prior role, and what they’ll work on.
Reporters need these details for their stories. Including them directly in the release saves time and increases the likelihood of coverage.
Keep the boilerplate consistent
The “About [Company]” paragraph should be identical across all your releases. Editors notice when boilerplate shifts from release to release, and consistency signals that you’re organized.
A good boilerplate:
- Is 60 to 90 words.
- States what the company does in plain language.
- Includes founding year, headquarters location, and one or two credibility markers.
- Ends with the company website URL.
Write it once, save it, and reuse it.
Include real contact information
The contact section should list a real person who actually checks the email address and phone number. Reporters who can’t reach their contacts give up and move on.
Include:
- Name of the person reporters should contact.
- Title (usually “Media Contact” or “Communications”).
- Direct email (not a generic “press@” alias unless someone monitors it actively).
- Direct phone number (cell is fine, and sometimes preferred).
- Link to a media kit if you have one.
Common mistakes to avoid
A few patterns that weaken even well-structured releases.
Too long. Press releases should be 300 to 600 words. Anything longer and reporters skim or skip. Cut anything that isn’t essential to the story.
Marketing language. “Revolutionary,” “innovative,” “world-class,” “industry-leading,” “unparalleled.” Cut all of them. Specific, concrete language always beats superlatives.
Burying the news. If the most newsworthy fact is in paragraph four, rewrite. The news goes in the lead.
No hook. If the release doesn’t answer “why should anyone care,” coverage won’t happen. Find the hook before writing.
Inconsistent formatting. Mixed fonts, weird spacing, inline colors, and other formatting noise distracts from the content. Use a clean, consistent format.
Forgetting the wire service quirks. If you’re distributing through Business Wire or PR Newswire, review their specific formatting requirements before submitting. Each service has slightly different preferences.
Distributing the release
Once the release is written, distribution options:
Direct to reporters. The highest-impact channel for most releases. Email the release to specific reporters who cover your beat. Personalize the pitch email, include the release as text in the body (not just an attachment), and follow up once after a week if you don’t hear back.
Wire service distribution. Services like PR Newswire, Business Wire, GlobeNewswire, and Cision distribute releases to thousands of outlets automatically. Expensive ($500 to $2,500 per release depending on reach), but the wire versions get picked up by financial data feeds and can trigger algorithmic coverage.
Your own website and newsroom. Publish the release on your website as a press release or news page. Include schema markup to help search engines understand the content.
Social media. Share the headline and a link to the full release on Twitter/X, LinkedIn, and any other platforms where your audience pays attention.
Most releases should combine direct outreach with publication on your own site. Wire service distribution is optional but worthwhile for major announcements.
The bottom line
The template in this post is the standard structure for a business press release in 2026. It follows AP Style, includes the sections editors expect, and gives you a starting point you can adapt to any announcement. The structure is the easy part. The hard part is bringing a real hook, real facts, and real quotes to the template and resisting the urge to pad it with marketing language.
Copy the template. Save it. Use it. Replace the placeholders with real content. Edit ruthlessly. Send it to the right reporters. That’s the whole process.