We often get asked, “What is the best press release format?” This article explores the issue and offers some insights into why press release formatting matters, what your options are, and how you might want to approach the topic.
What is press release formatting? Press release formatting refers to a combination of graphical, typographic, and linguistic elements of a press release. There is a standard, traditional press release format that publicists generally adhere to, though there are many variations on it within the conventional press release framework.
A standard/traditional press release will have certain instantly recognizable elements:
There can be some confusion about the word “format” means when referring to a press release. We get a lot of requests for press release formatting, but what the customer actually wants is a Word document converted to the PDF file format. That is not what most people mean when they talk about press release formatting.
Or, the customer wants a document put into a text layout that aligns with the traditional press release format. (This process usually involves some editing, however.)
Alternatively, the request for press release formatting means the application of a particular style guide. For example, someone writes a draft press release and wants it put into the Associated Press (AP) style, which has certain conventions for capitalization, punctuation, etc.
Does a standard press release always include the ### at the end? What’s that about, anyway? The simple answer is that it’s optional because the ### is an artifact from the olden days of newspapers, when Linotype operators needed to insert a physical marker between press releases that were sitting trays (galleys) of lead type. The person responsible for laying out the newspaper would see the ### and know it was the end of the press release. We keep it in there as a reminder that we honor tradition.
There are many different ways to format a press release. You have the basic “old school” approach, which contains the elements described above. Sometimes, this means strict adherence to AP or Gregg style, but that’s less common today. And, now, we have a host of new approaches to press releases. These may involve looser lede styles that read more like blog posts. There should be limits, though. A press release should be written in the third person, i.e., he/she/it, not first person I/we/us. Breaking that stylistic rule makes you look like an amateur.
Press release formatting matters because there are expectations and norms in the media industry. Reporters, editors, and producers generally expect to see a press release that aligns with what they’ve worked with for years. If you don’t use a traditional format, or something close to it, you may not get taken seriously as a professional PR person. And, press release distributors may reject your press release.
Are new types of press release formatting good or bad? It may depend on your brand. If you’re an artist, then an artsy press release might be okay. Indeed, it may be preferable as it doesn’t make you look like a stiff. Plus, there’s a new generation of media coming up, such as blogs and podcasts, that may be less attentive to press release formatting.
In our view, the best type of press release formatting is an approach that honors traditional styles, but makes room for modern trends. Professionalism dictates some adherence to graphical and stylistic conventions. It’s usually best not to obsess about press release formatting. In today’s media world, there is a lot of latitude for deviations from form, within reason.
To learn more about our press release writing services, visit https://commsfactory.net/product-category/press-release-writing/
Photo by Markus Winkler: https://www.pexels.com/photo/green-typewriter-with-white-paper-4106707/
Comms Factory is a new kind of public relations firm. We serve the unique publicity needs of entrepreneurs, small businesses, medical practices, non-profits, artists, authors, and musicians. Unlike retainer-based PR firms, we work on a pay-as-you-go basis, with fixed-price gigs for press release writing, distribution, and media outreach.
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