itsual Press Release
Overview
A press release packages news so it can be understood and reused quickly. It should be factual, scannable, and written in inverted-pyramid style.
When to Use
- Product or feature launches
- Funding or acquisition announcements
- Partnerships and major deals
- Executive appointments or organizational news
- Event announcements
Standard Structure
- Headline (and optional subheadline)
- Dateline + opening paragraph (who, what, when, where, why)
- Supporting details and context
- Quotes from relevant spokespeople
- Boilerplate about the organization
- Media contact information
Principles
- Put the news in the first paragraph
- Use concrete facts over hype
- Keep quotes substantive, not empty praise
- Write in third person
- Make it easy to copy and reuse
Verification
- The core news is clear in the first 2–3 sentences
- Essential facts (who/what/when/where) are present
- Contact information is included
- Tone is professional and credible