What is a press release: updated for 2026 (UK). A press release is a formal written announcement distributed to media and news outlets to share news about a business, organisation or person. A well-written UK press release follows a specific structure: headline, sub-headline, dateline, lede, body, quote, boilerplate, media contact.
When a press release is the right tool in 2026
- Formal announcements (funding, M&A, appointments).
- Product launches with specific news hook.
- Research or data reveals.
- Policy responses.
- Partnership deals.
- Regulated disclosures (UK MAR for listed firms).
When a press release is NOT the right tool
- Opinion pieces and thought leadership (use op-ed pitches).
- Feature stories (use direct journalist pitches).
- Routine company updates that are not newsworthy.
- Most product launches (one-to-one pitches outperform broadcast releases).
What is a press release used for today?
A press release gives journalists the facts of a story in a standard, easy-to-use format. In 2026 it also does a second job: once published on your website and newswires, it creates an official, searchable record of your announcement that search engines and AI assistants can find and cite.
The structure of a UK press release
- Headline — the news in one clear line.
- Sub-headline — one supporting detail or number.
- Dateline and opening paragraph — who, what, when, where and why in two or three sentences.
- Body — the detail, evidence and context, most important first.
- Quote — a genuine view from a named spokesperson, not a list of adjectives.
- Notes to editors — background, boilerplate about the company and links to images.
- Media contact — a named person with phone and email.
Tips for a press release journalists will read
- Keep it to one page where possible.
- Use plain English and avoid jargon and superlatives.
- Include real numbers that can be checked.
- Send it to the right people with a short personal note rather than a mass mailing.
FAQs
Do press releases still work in 2026?
Yes, when the news is genuine and the release is sent to well-chosen journalists. They work best alongside personal pitches. See our guide on how to write a press release.
Are there rules for listed companies?
Yes. Companies listed in the UK must announce inside information through approved channels; the Financial Conduct Authority sets out these disclosure rules.
