Guide · The basics
What is a press release?
By the S99 PR editorial team · Updated August 2026 · 6 min read
In short
A press release is a short, official written announcement that an organization sends to journalists and the public to share news, such as a product launch, funding round, new hire, or milestone. It is written in a standard news format and distributed directly to reporters or over a newswire. A press release can be picked up and covered by a journalist, or published across a network through a distribution service. It is how you put your news on the record and in front of the media.
Key takeaways
- A press release is an official written announcement of real news, in a standard news format.
- It is distributed to journalists directly or over a newswire, and can lead to coverage.
- Core parts: headline, dateline, lead, body, boilerplate, and contact info.
- Press releases build presence and reach; coverage that runs as an article adds credibility and AI citation.
In this guide
Definition
What a press release is.
A press release is your news, written the way the media likes to receive it. It is a self-contained announcement, drafted in a standard news format, that tells journalists and the public what has happened, why it matters, and where to learn more. Companies, nonprofits, agencies, and individuals all use them to announce the things worth announcing.
The format exists to make an editor’s job easy. A good release hands over the facts, the quotes, and the context in a ready-to-use shape, so a reporter can quickly decide to cover the story, or a distribution network can publish it directly. It is the oldest, most standardized tool in public relations, and it is still where a lot of news begins.
The structure
The anatomy of a press release.
Almost every press release follows the same familiar shape, top to bottom.
Part 1
Headline
A clear, compelling title that summarizes the news in a single line.
Part 2
Dateline
The city and date the news is issued from, for example LOS ANGELES, Aug. 24, 2026.
Part 3
Lead paragraph
The opening that answers the who, what, when, where, and why, so a busy journalist gets the story immediately.
Part 4
Body
Supporting detail, context, data, and quotes from key people, arranged in order of importance.
Part 5
Boilerplate
A short “About” paragraph describing the organization, what it does, and its background.
Part 6
Media contact
The name, email, and phone number of the person a journalist can reach for follow-up.
Part 7
End mark
Three hash marks (###) or “-30-” to signal the release has ended.
When to use one
What counts as news.
A press release works when you have something genuinely newsworthy. The classic reasons include a product or service launch, a funding round or major financial news, a key hire or leadership change, a milestone such as a big customer number or anniversary, a partnership or acquisition, an event, an award, or original research worth sharing.
What usually does not merit one is routine, internal, or purely promotional material with no news hook. The test a journalist applies is simple: would this interest our readers, or only the company sending it. Leading with a real story, not a sales pitch, is what gets a release taken seriously.
Getting it out
How press releases are distributed.
There are two main routes, and they do different things. Direct outreach means sending the release to specific, relevant journalists in the hope one picks up the story. That path can lead to independent coverage, but it is never guaranteed.
Wire distribution means sending the release over a newswire or distribution service that publishes and syndicates it across a network of news and media sites. That path guarantees your news is published and visible, building reach and a searchable footprint, though the syndicated posts are your words rather than an independent journalist’s. Many organizations use both: the wire for guaranteed presence, direct outreach for a shot at independent coverage.
Two different tools
Press release vs media feature.
It helps to be clear about the difference. A press release is something you write and distribute, so you control the message; it builds presence, reach, and a record of your news. A media feature is coverage that runs as an article inside a publication itself, rather than as your own distributed announcement. Because it appears as editorial in a real outlet, it carries more credibility than a self-distributed release, and it is the kind of coverage AI answer engines tend to cite.
Neither replaces the other. The strongest visibility uses both as layers: press releases to announce news and build presence, features to add the credibility and citations that presence alone cannot. For the full breakdown, see our guide on the press release versus the media feature.
In 2026
Do press releases still matter?
Yes, for what they are built to do. A press release announces real news, reaches audiences and journalists, syndicates across sites, and creates a durable, searchable record, all of which support how you show up in search and in AI. It is the foundation layer of visibility: the thing that puts your news on the map.
What it does not do on its own is give you the credibility of appearing as an article inside a respected publication. That is why the best approach pairs press releases with genuine coverage that AI tools cite, so presence and credibility build together rather than in isolation.
Keep exploring
Go deeper.
FAQ
Common questions.
A press release is a short, official written announcement that an organization sends to journalists and the public to share news, such as a product launch, funding round, new hire, or milestone. It is written in a standard news format and distributed directly to reporters or over a newswire.
To announce real news in a clear, ready-to-use format, put it on the public record, and get it in front of the media and audiences who might cover or act on it. It builds awareness and reach and creates a searchable record of your news.
The core parts are a headline, a dateline, a lead paragraph covering the key facts, a body with detail and quotes, a boilerplate About paragraph, media contact information, and an end mark. Clear, factual, and newsworthy beats promotional.
Two main ways. You can send it directly to relevant journalists, or distribute it over a newswire or distribution service that publishes and syndicates it across many news and media sites. Direct outreach aims for independent pickup; wire distribution guarantees publication across a network.
You write and distribute a press release yourself, so you control the message. A news article or feature is coverage that appears as editorial content inside a publication, which is why it carries more credibility than a self-distributed release. See our guide on the press release versus the media feature for the full comparison.
Yes, for what they are built to do: announcing real news, reaching audiences, syndicating across sites, and creating a record that supports your presence online and in AI. For maximum credibility and citation, pair them with genuine media coverage, so the two layers reinforce each other.
The terms are used almost interchangeably. Any subtle differences are more about tone and terminology than substance, which we cover in our press release versus news release guide.
Presence and credibility
Ready to make news?
S99 PR builds visibility in layers: press releases to announce and amplify your news, media features to build credibility, and AI visibility so you show up when people ask. Book a call for an honest read on the right mix for you.