Short answer: A good press release has a clear headline, a first paragraph that says who, what, when, where and why, a real quote, the key facts and numbers, a short “about the company” paragraph and contact details. It is usually 300 to 500 words. Below are five short examples you can copy, and a free template. The companies in the examples are made up.
The press release format
| Part | What to write |
|---|---|
| Headline | The news in under 12 words. Example: “Leeds start-up raises £2 million to cut hospital waiting lists”. |
| Dateline | City and date, for example “LONDON, 4 November 2026”. |
| First paragraph | Who, what, when, where and why, in one or two sentences. |
| Body | The details, numbers and why it matters to readers. |
| Quote | One or two sentences from a named person, saying something useful, not just “we are delighted”. |
| About the company | Two or three lines: what you do, where, since when, and your website. |
| Media contact | Name, email and phone number for journalists. |
Example 1: Product launch
Northfield launches AI tool that writes property listings in seconds
MANCHESTER, 4 November 2026: Northfield, a property technology company, today launched ListWise, a tool that writes a full property listing from a few photos in under ten seconds. Estate agents testing ListWise cut the time spent on each listing from 40 minutes to five.
“Agents told us listings were eating their evenings,” said Priya Shah, founder of Northfield. “ListWise gives them that time back.”
ListWise is available from today to UK estate agents, with a 14-day free trial.
Example 2: Funding announcement
Leeds start-up CareQueue raises £2 million to cut hospital waiting lists
LEEDS, 4 November 2026: CareQueue, which helps hospitals fill cancelled appointment slots, has raised £2 million in seed funding led by Northern Health Ventures. The money will fund 15 new jobs and roll-out to 20 more NHS trusts in 2027.
“Every empty slot is a patient who waited longer than they had to,” said CareQueue chief executive Tom Ellis.
Example 3: Award win
Bristol bakery named Best Independent Bakery in the South West
BRISTOL, 4 November 2026: Crumb and Co, a family bakery in Bristol, has been named Best Independent Bakery at the 2026 South West Food Awards, chosen from 140 entries. The judges praised its sourdough made with flour from local farms.
Example 4: New senior hire
Halden Finance appoints former bank director as chief risk officer
LONDON, 4 November 2026: Halden Finance has appointed Sarah Okafor, who spent 15 years in risk management at a major UK bank, as chief risk officer. She will lead the firm’s expansion into business lending.
Example 5: Event
Free cyber security clinic for small businesses comes to Birmingham
BIRMINGHAM, 4 November 2026: SecureLane will run a free cyber security clinic for small businesses at Birmingham Library on 20 November. Owners can bring a laptop and get a 20-minute check from a qualified security adviser.
Free press release template
FOR IMMEDIATE RELEASE
[Headline: the news in under 12 words]
[CITY], [Date]: [Company] today [announced / launched / raised / won] [what], which [why it matters, with a number].
[Two or three short paragraphs of detail: how it works, who it helps, key numbers, dates and prices.]
“[A useful quote that adds opinion or emotion],” said [Name], [Job title] at [Company].
[When and where it is available, and what happens next.]
About [Company]
[Two or three lines: what you do, where, since when.] [Website]
Media contact
[Name], [Email], [Phone]
###
Tips editors look for
- Real news: something new, a number, a first, or a change.
- The main point first: editors decide in the first two lines.
- A quote with an opinion, not “we are excited to announce”.
- Plain words: no jargon, no long sentences.
- One good photo, sent as a link or a small attachment.
- The right timing: send early in the week, and use an embargo for big news.
Common mistakes
- A headline about the company instead of the news.
- Releases longer than one page.
- No numbers or facts editors can check.
- Sending the same release to every journalist, whatever they write about.
- No contact details, so a journalist cannot follow up.
Next steps
- How to write a press release
- What is a press release?
- Press release distribution services UK
- Best press release distribution services UK
Questions people ask
What is a good press release example?
A good press release has a news headline, a first paragraph with who, what, when, where and why, a useful quote, facts and numbers, a short company description and contact details, in 300 to 500 words.
What should a press release include?
A headline, dateline, opening paragraph, details, a quote from a named person, an “about the company” paragraph and a media contact.
How long should a press release be?
Usually 300 to 500 words, and never more than one page. Editors decide in the first two lines whether to read on.
What is the format of a press release?
Headline, dateline, first paragraph, body, quote, about the company, media contact, and ### to mark the end.
How do I send a press release?
Send it by email to journalists who cover your subject, or use a press release distribution service. For guaranteed coverage, use a placement service that names the publications in advance.
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