Press Release Template: Format and Examples

Press release template and format

Every press release template starts from one idea: a press release is a short news story an organisation writes for journalists, in the style they would publish it. It answers who, what, when, where and why in the first paragraph, includes a quote, and ends with standard information about the organisation.

A press release, part by part

A complete release for a product launch. Each part is marked with its name in the margin.

Release lineWhen it may be published FOR IMMEDIATE RELEASE

HeadlineThe news in under 12 words Shiftly Launches Free Rota App for Independent Restaurants

SubheadlineOne supporting fact Tool aims to save managers six hours a week; 180 restaurants already signed up

Dateline and leadCity, date, then the five Ws EDINBURGH, 9 June 2026: Edinburgh start-up Shiftly today launched a free scheduling app for independent restaurants, designed to cut the six hours a week managers spend on staff rotas.

DetailFacts, figures, context The app replaces spreadsheets and group chats with a single rota that staff can view and swap shifts on from their phones. In a three-month pilot, 180 restaurants reduced the time spent on rotas by an average of 70%.

QuoteA named person, with an opinion “Every manager we spoke to was doing rotas at midnight on a Sunday,” said Ana Silva, co-founder of Shiftly. “We built the tool we wished we’d had when we ran restaurants ourselves.”

AvailabilityPrice, dates, where to get it Shiftly is free for restaurants with up to 25 staff and available now at shiftly.app.

BoilerplateStandard “About” paragraph About Shiftly: Founded in 2025 and based in Edinburgh, Shiftly builds simple software for independent hospitality businesses.

Media contact and end markName, email, phone; ### shows the end Media contact: Tom Reid, press@shiftly.app, 0131 496 0123 · ###

Press release format and structure explained →

The five Ws in one lead paragraph

The lead is the first paragraph. Journalists expect it to answer five questions, all in one or two sentences.

Who Shiftly, an Edinburgh start-up

What launched a free scheduling app

When today, 9 June 2026

Where for independent restaurants

Why to cut the six hours a week managers spend on rotas

Headline formulas by news type

Headlines use the present tense and an active verb (“launches”, not “has launched” or “is pleased to announce”), and put the most newsworthy fact first.

News type	Formula	Example
Product launch	[Company] Launches [Product] to [Benefit]	Shiftly Launches Free Rota App to Save Restaurant Managers Six Hours a Week
Partnership	[Company] and [Partner] Partner to [Outcome]	ReadUp and Leeds Libraries Partner to Bring Reading Mentors to 40 Schools
Funding	[Company] Raises [Amount] to [Plan]	Shiftly Raises £750,000 to Expand Across the UK
Award	[Company] Wins [Award] for [Achievement]	Northlight Studio Wins Scottish Design Award for Bakery Ordering App
Event	[Event] Returns to [Place] on [Date] with [Draw]	Riverside 10K Returns to Hull on 12 September with Record 2,000 Runners
New hire	[Company] Appoints [Name] as [Role]	Corvo Software Appoints Elena Brooks as Chief Operating Officer

Press release templates for every news type →

Writing a quote journalists will use

Most press release quotes are ignored because they say nothing: “We are thrilled to announce…”. A usable quote gives an opinion, a reason or a human detail that the facts above cannot. The Shiftly release above uses the second kind: a concrete scene (rotas at midnight on a Sunday) that a journalist can lift straight into a story.

Ignored“We are thrilled to launch Shiftly and excited about what it means for the hospitality industry.”

Quoted“Every manager we spoke to was doing rotas at midnight on a Sunday. Shiftly gives them that evening back.”

Keeping the boilerplate useful

The release above has a one-line boilerplate. As a company grows, the paragraph grows with it, but it should never pass about 100 words. Write it once, store it centrally, and change it only when one of its facts changes.

At launch, 1 sentenceAbout Shiftly: Founded in 2025 and based in Edinburgh, Shiftly builds simple software for independent hospitality businesses.

A year later, 3 sentencesAbout Shiftly: Shiftly builds simple scheduling software for independent restaurants, cafés and bars. Founded in Edinburgh in 2025, it is used by more than 1,200 venues across the UK and Ireland. Shiftly is free for teams of up to 25 staff; find out more at shiftly.app.

Update it when the customer number, locations or product range changes.
Keep one version for every release in the same year, so journalists see consistent facts.
No slogans: journalists cut them, and they make the facts look less reliable.

The email that sends it

Send the release as text in the email body, not only as an attachment, and write a short personal note above it. The press release template guide has full layouts.

Subject line = the headline
Two lines on why it suits this journalist
The full release pasted below
Images as a link, not large attachments
Your phone number for same-day questions

When to send it

Timing affects whether a journalist has room for your story. An embargo, a request not to publish before a stated date and time, lets you send early while controlling when the news appears.

Guides on press releases

2 guides · newest first

Press Release Format and Structure Explained With ExamplesComplete guide to press release format: dateline, headline, lead, quotes, boilerplate, templates by news category, and distribution timing.Apr 23, 2026 · 15 min read

Press Release Template - Format Guide with ExamplesProfessional press release template with AP style formatting. Includes examples for product launches, events, partnerships, awards, and distribution tips.Mar 31, 2026 · 22 min read