Press release format: a simple template that works in India

Most journalists can tell within a few seconds whether a press release is worth reading. A clean, familiar format helps. Here’s a simple one you can use.

The template

FOR IMMEDIATE RELEASE (or “Embargoed until [date, time]”)

Headline: one line, factual, under about 12 words

Subheadline: one sentence that adds the key detail

[City], [Date]: First paragraph. Who did what, when, where and why it matters, in two or three sentences.

Second paragraph: the most important supporting details, such as numbers, locations, prices or availability.

Quote: one or two sentences from a spokesperson, adding opinion or context.

Third paragraph: background, more facts, or a second quote from a partner or customer.

About [Company]: three or four sentences about who you are.

Media contact: name, phone, email.

Photos: a link to high-resolution images.

An example

Udaipur clinic launches two-hour home nursing visits for elderly patients

Service covers 12 neighbourhoods at launch, with plans to expand across Rajasthan

Udaipur, 21 October: Families in Udaipur can now book a trained nurse to visit elderly relatives at home within two hours, through a new service launched today by [Clinic Name]…

(That’s the shape. Notice how the reader knows the news before they know much about the company.)

Notes for Indian newsrooms

• Dateline: city and date at the start of the first paragraph is standard.
• Language: if your story matters most to Hindi, Marathi, Tamil or Bengali readers, send a properly written version in that language, not a machine translation.
• Length: 300 to 500 words is plenty.
• Photos: many newspapers will only run a story with a usable photo. Send good ones.
• Attachments: link to files rather than attaching large ones.
• Timing: for morning papers, sending earlier in the day gives desks time to work on it.

Common mistakes

• Starting with the company name and “is pleased to announce”
• Adjectives like “leading”, “innovative” and “world-class”
• Quotes that only say how excited everyone is
• No contact person, or a contact who doesn’t answer the phone
• Sending the same release to every journalist without a personal note

A good format won’t save a weak story, but it stops a good story from being ignored. If you’d like us to write yours, see our press release writing service.