What is a press release?
A press release is a short, factual news announcement that an organization sends to journalists, covering news such as a launch, partnership, or research. It is written in journalistic style, so an editor can publish it directly or use it as the basis for an article of their own.
Written by Timon Hendriks · Last updated on 12 July 2026
How it works in practice
A press release follows a fixed structure: a headline that sums up the news, a lead with the most important facts, a few paragraphs of detail with a quote, and a boilerplate about your organization at the bottom. Journalists decide in seconds whether something is news, so the actual news always comes first. Whatever you want to say about your company comes after that.
You send a press release to a media list of journalists for whom the topic is relevant. Timing matters: send it at a moment when newsrooms have room for it, and tie it to something current when you can. After sending, you follow up on where it gets published and which journalists show interest.
Example
A Bristol bicycle repair shop opens a second workshop where it trains people who struggle to find work. The owner writes a press release with the opening as the news, a quote about why he is doing this, and the date of the open day. He sends it to regional newspapers and cycling trade media. A regional daily runs the story and visits for an interview.
Common mistake
Opening with company history instead of the news. A journalist looks for the news in the first two sentences; if it is not there, your release is very likely to be closed unread.
Frequently asked questions
How long should a press release be?
Short: about one page is standard. Journalists scan quickly, so anything that does not support the news can go. Extra background can be attached or linked.
When do you send a press release?
When you have real news: a launch, partnership, research, or milestone. Send it early in the day and early in the week, so newsrooms can act on it the same day.