Writing an AP style press release is your best guarantee of securing coverage from the media for your story. This is because the Associated Press (AP) style has been the most established standard for all things journalistic writing for nearly 200 years (trust me, I studied journalism in school).
Keep reading to learn the basics of how to write a press release AP style, including newsworthy headlines, or download our free AP style press release template to get started.
What is the AP Stylebook, and why is it important?
Journalistic writing follows a standard for professionalism, credibility, and overall correctness—that standard is the AP Stylebook. You can think of the AP Stylebook as the rulebook that sets journalistic, print-ready writing apart from regular blogs. So, if you want your story published in the news, your best bet is to follow the AP style. It makes your business look more credible and your story more likely to get picked up.
Because the Associated Press was established in 1846, its writing is still the standard journalists and PR professionals follow today when writing stories and press releases. Every other year, it publishes an updated version of the Stylebook with new guidelines to follow. For instance, its most recent edition includes guidelines on AI use, criminal justice, and inclusive storytelling.
Because the Associated Press was established in 1846, its writing is still the standard journalists and PR professionals follow today when writing stories and press releases. Every other year, it publishes an updated version of the Stylebook with new guidelines to follow. For instance, its most recent edition includes guidelines on AI use, criminal justice, and inclusive storytelling.
Free AP Style Press Release Template
Before anything else, I recommend downloading our free AP style press release template to get started and using it as you follow along the steps. It’s already prepared according to the AP style press release format, so you’ll only need to edit it with your information.
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Alternatively, if you’re new to writing press releases, partner with a service provider that can do all the press release writing and distribution for you. Because these providers are experts in the field, you can rest assured they’ll help build your brand presence and credibility.
One service I recommend for small businesses is EIN Presswire, which offers press release writing and distribution starting at $99.95.
 Since 1846, the Associated Press (AP) has set the standard as the premier style guide for news writing. AP news reports are widely distributed to leading U.S newspapers, radio stations, and television networks. Use EIN Presswire distribution to ensure your news reaches the AP network. |
Limited-time offer: Buy 5 press releases & get 2 more free |
1. Get to Know the AP Style Basics
The first thing to know when learning how to write a press release AP style is the basics of the AP style. You may have heard that the AP style doesn’t use the Oxford comma (aka the serial comma), but there’s much more to it than that. Here are some of the most important AP guidelines to keep in mind.
- Spell out numbers one through nine. For example, “six apples” or “three keynote speakers.” Then, use numbers for 10 and anything above, using numerals again in the case of figures like “1 million” or “$5 million.” However, always use numbers for ages or units of measure (e.g., “the 8-year-old boy” or “a 20% increase”).
- Use double quotation marks for direct quotes. If you’re including a direct quote from a source, write it in double quotation marks. For instance, “The event was a success,” the CEO said. If you have a longer quote, use a block quote for better readability.
- Include the person’s full name when attributing quotes. But only for the first instance. In all following quotes by the same speaker, only include their last name.
- Capitalize the first word after a colon only if it’s a full sentence or a proper noun. For instance, “The CEO said this: The event would mark a new start…” If what follows the colon isn’t a full sentence, don’t capitalize the first word. For example, “The event will include the following: lunch, a breakout session…”
- Follow the stylization of company and brand names. For example, “PayPal” and “TechnologyAdvice.”
- Capitalize job titles only if they appear before a name. If they appear after the name, spell them out in full. For example, “CEO Jane Doe” or “Jane Doe, chief executive officer.”
- Also, capitalize headings and subheadings. Use title case in all your headings and subheadings; for example, “Fit Small Business Announces Grand Opening of New Location.” Title case capitalizes all words over four letters in a header. Notable exceptions for the four-letter rule include verbs like “is” and subjects like “it.”
- Use a third-person perspective. This is one of the basics of news writing. Always use the third-person perspective when telling your story (i.e., “he/she/they”). Don’t use the first or second person (“I” or “you”).
- Don’t use the Oxford comma. As mentioned, the AP style doesn’t use the Oxford or serial comma, aka the comma before the word “and” when enumerating a series. For example, “The event will include lunch, a breakout session and a keynote speaker.”
- Use a common font and font size. Clarity is key. Your safest bet is to stick with Times New Roman or Arial for your fonts and 11pt or 12pt font size for body text and 14pt to 16pt for headlines.
2. Start With an AP-style Header
Now that you know the basics of AP style news writing, the next part is formatting your press release according to AP standards. The first part is your header, which consists of three main parts: your business logo, intended press release publishing date (for immediate or future release), and contact information.
At the very top center of your press release, add your business logo. Below that, on the left side, add either “FOR IMMEDIATE RELEASE” or “EMBARGOED FOR RELEASE UNTIL [DATE AND TIME].” The former is if you want your press release published immediately and the latter if you want it published at a later date.
Then, on the right side, add your following contact information (or your media contact if you have one): your contact name, phone number, email address, and website, in that order, on separate lines. Your header should look something like this:
Your Logo
FOR IMMEDIATE RELEASE
Contact:
Contact Number:
Email Address:
Website:
If you download the template, you’ll find it already structured in this format.
3. Write a Newsworthy Headline
Writing a good headline is key to writing a good press release because it’s the first thing journalists will read from your story. Sometimes, it’s what determines whether or not it’ll get picked up and published. The number one key to writing a good headline is to focus on your angle, aka why your story is important and newsworthy.
It’s also why I often recommend writing your headline after your press release story. Finding your story angle is the first step to writing a press release. Then, when your story is done, writing a headline that summarizes it accurately will come naturally.
Also, as mentioned, don’t forget to use title case for your headline (and your subheading if you have one) to stick to the AP style guide press release.
Here are some examples of good press release headlines that have a clearly defined newsworthy angle:
You’ll notice they’re all clear and specific, with a defined target audience. You immediately get a sense of what their stories are about and why they matter.
4. Write a Clear, Concise & Accurate Story
As mentioned, the AP Stylebook isn’t just about proper punctuation. It also has guidelines for writing relevant, newsworthy stories. And if there are three things to take note of above all, it’s brevity, clarity, and accuracy. The Associated Press values concise, easy-to-understand stories that get straight to the point. Don’t go deep into unnecessary details or use complicated jargon. Finally, make sure your information is also accurate and consistent.
Before the start of your story, you must add your location and date, aka your dateline. For instance, “NASHVILLE, Tenn., Jan. 2, 2025.” Your dateline should always be in that format: city, state, date. In most cases, the state name will be abbreviated, except for Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas, and Utah. For those eight states, the AP style guidelines are to spell them out.
Below are the other AP style US state abbreviations:
However, the following cities are exempted from having the state included in the dateline because they’re major cities.
- Atlanta
- Milwaukee
- Baltimore
- Minneapolis
- Boston
- New Orleans
- Chicago
- New York
- Cincinnati
- Oklahoma City
- Cleveland
- Philadelphia
- Dallas
- Phoenix
- Denver
- Pittsburgh
- Detroit
- St. Louis
- Honolulu
- Salt Lake City
- Houston
- San Antonio
- Indianapolis
- San Diego
- Las Vegas
- San Francisco
- Los Angeles
- Seattle
- Miami
- Washington
Some other things to take note of when writing your press release story:
- Answer the “who, what, where, when, and why” in the first paragraph. Always include the most important details of your story first. In news writing, the first paragraph is often called a “nut graph” because it gives the “in a nutshell” version of your story.
- Develop your newsworthy angle. I’ve mentioned above how a newsworthy angle is the most essential part of writing a relevant press release. Make sure you continue developing that angle throughout your story. Don’t clutter your story with unnecessary details. Keep it clear, concise, and focused.
- Include quotes to support your story. Quotes add credibility to your story. If you’re quoting directly from a source, make sure you place them in quotation marks. If you’re paraphrasing a quote, add an ellipsis (…) in between.
- Use the active voice. If you took a journalism class in high school, you might already know that using active voice is a principle in news writing, not passive voice. This is because active voice gives a greater sense of action and makes for clearer writing.
- Keep it between 300 and 500 words. While there is no strict word count for press releases, the rule of thumb is to write no more than 500 words—enough to discuss your story comprehensively while not bogging it down with too many details. Also, keep your paragraphs short and easy to scan—ideally no more than five lines per paragraph.
5. Add a Boilerplate & Media Contact Information
The final part of your press release is your boilerplate, which is like a short “About” section. It’s a one-paragraph summary that gives journalists more context about your business, such as when it started, your products or services, your mission and vision, target audience, relevant accomplishments, and any other relevant details you want the public to know.
Then, after your boilerplate, add three hash signs (“###”) in the center of your document to signal the end of your press release. After the hash signs, you can also add your media contact’s name, email, and phone number, although this is optional since it’s also already in your header.
Here’s an AP style press release boilerplate example:
About Fit Small Business
Fit Small Business has helped over 80 million small businesses with expert answers to all their small business questions since its founding in 2013. Fit Small Business provides answers for everything from marketing and sales to accounting, finance, and office technology. In 2022, it officially became part of TechnologyAdvice.
###
For more information, contact:
Jane Doe
012-345-6789
janedoe@fitsmallbusiness.com
Again, if you downloaded the template, it’ll already be prepared in this format.
Distributing Your Press Release
Once your press release is finished, the next step is distributing it to journalists. There are a number of ways you can do this, including emailing them out manually, but I always recommend going with one of the best press release distribution services. These types of services already have connections to hundreds of media outlets and are your best chance of getting your story picked up.
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In most cases, these press release services will also provide tracking analytics for your press release so you can see how many publications picked it up, how many times your links were clicked and your media downloaded, and other analytics. Make sure you research each service’s analytics so you can find the best one for your needs.
Frequently Asked Questions (FAQs)
While it’s not a requirement, it’s generally best practice to use the AP style for press releases because it’s the standard most journalists use and expect to see. The Associated Press has been a trusted and established news agency for nearly two centuries, and following its guidelines makes your press release much more credible and professional—and, therefore, more likely to get picked up by the media.
The proper press release format consists of a header at the very top with your brand logo, preferred distribution time (for immediate release or embargoed for future release), and your contact details. Below your header is your press release body, beginning with a dateline. After your press release body, include a short boilerplate with information about your company. Use a simple font like Times New Roman or Arial and a 12pt to 14pt font size.
The dateline for an AP style press release is the date and location of your news story. It appears just before the first paragraph of your press release, starting with your city name, followed by your abbreviated state (except certain major cities), and then the date of your story. An example of a dateline is “NASHVILLE, Tenn., Jan. 2, 2025.”
Bottom Line
The AP style press release is the most established format for press releases and what most journalists expect to see when they receive story pitches. So, if you want your story to get picked up and published, following the AP style is your best guarantee. Either way, familiarizing yourself with its guidelines is essential to building public relations and your brand credibility.
