Press Release Guidelines for Big Media / Tier 1 Outlets

1. Structure & Format

Headline

• Must be clear, compelling, and easy for journalists to grasp at a glance.

• Ideal length: ≤ 70 characters for email and search engine visibility.

• Use strong, informative wording. Examples: “First,” “Global,” “Results,” “Report.”

Subheadline (optional)

• Adds context or emphasis to the main headline.

Dateline & Lead Paragraph

• Begin with City, State – Date format.

• First 25–40 words should answer the 5Ws (who, what, when, where, why) and how.

Body

• Follow the inverted pyramid: most important info first, then supporting details.

• Include quotes (properly attributed) to add insight.

• Provide data, statistics, or context to support claims.

Boilerplate

• A concise “About the Company” section of 2–3 sentences summarizing mission, background, or value proposition.

Media Contact

• Include name, title, email, and phone number of a person available for media inquiries.

Closing Indicator

• Use “###” or “-30-” at the end to signal completion (optional; many modern writers omit this).

2. Technical Standards

Length

• Typically 300–800 words; most common range is 400–700 words—concise yet thorough.

Tone & Voice

• Write in third-person, objective news style.

• Avoid addressing readers directly (“you,” “we”).

SEO Practices

• Include relevant keywords organically in the headline, lead paragraph, and one subheading.

• Optimize visuals with alt text.

• Use one link per ~200 words (maximum of five total).

• Anchor links properly.

Timing & Distribution

• Distribute early morning (8–10 AM local time) to align with editorial schedules.

• Embargo major announcements for 24–48 hours to give journalists lead time.

• Tie your news with current media trends or events to increase relevance.

3. Content Quality & Ethics

Newsworthiness

• Focus on timely, impactful updates—major milestones, launches, or data.

• Smaller announcements may suit blogs or newsletters instead.

Accuracy & Verification

• All data and quotes must be verified.

• Avoid speculation without disclaimers.

Professional Formatting

• Clean layout, consistent fonts, and no unnecessary visuals or branding.

• Ensure hyperlinks and media assets are press-ready and functional.

Ethical Standards

• Avoid hype, exaggeration, hearsay, or confidential disclosures.

• Uphold journalism ethics—truthfulness, fairness, impartiality.

Originality

• The press release should contain new content—not reused blog posts.

4. Submission Best Practices

Use Standard Formats

• Stick to traditional structure—headline, dateline, lead, body, boilerplate.

Follow-Up Etiquette

• Wait 2–3 business days before sending a courteous follow-up to Tier-1 outlets.

Distribution Tools

• Use trusted distribution services (e.g., PR Newswire, BusinessWire) for maximum reach and visibility.