The structure of a press release
- The headline: the main news, with a figure.
- The standfirst: two or three sentences that sum it all up.
- Place and date at the start of the first paragraph.
- The body: details, from the most important to the least important.
- One or two quotes from executives or partners.
- The ‘About’ paragraph: who you are, in four lines.
- Press contact: name, job title, email and telephone number.
Writing the headline
One subject, an action verb, a figure and, if relevant, a location. Keep it under 100 characters.
than ‘Forges de Vendée continues its growth momentum’.
Writing the standfirst
The standfirst answers who, what, where, when, how much and why. A journalist in a hurry should be able to write a short news story using only this.
Structuring the body
Follow the inverted pyramid: the key information first, then the context. One idea per paragraph. Give precise figures, with their units and time periods: ‘64 hires by 2029’ rather than ‘many jobs’.
Choosing quotes
A quote adds perspective, explains why and conveys conviction. It should not repeat the figures in the text. Use no more than two quotes, and give each person’s name and exact job title.
Press release example
Fictional example Press release
Ordivane Logiciels launches Ordivane Plan, an AI planning assistant for industrial SMEs
Available in French and English, the tool integrates with leading ERP systems. A trial version is available to 200 companies until March 2027.
Paris, 12 October 2026. Ordivane Logiciels, a provider of management software for industry, announces the launch of Ordivane Plan. The assistant calculates production schedules based on orders, stock levels and machine capacity…
‘Our clients used to spend a day each week reworking their schedules,’ explains Marc Leroy, Managing Director.
About Ordivane Logiciels. Software publisher founded in 2008, with 310 employees.
More examples: a fundraising round press release.
Writing a press release in English
For an international audience, publish a separate English version rather than a bilingual text. Adapt the formats: ‘€18m’ for 18 M€, and dates as ‘12 October 2026’. Keep the French version as the reference and say so.
The most common mistakes
- A headline with no information or figure
- A text longer than one page
- Superlatives such as ‘leading’, ‘unique’ or ‘revolutionary’
- Figures with no source or time period
- An unreachable press contact
- Sending the press release only as an attachment
Writing with AI
On Clarsource, you can upload an internal note or a PDF: AI suggests three headlines and three standfirsts, formats the text and flags inconsistent figures. You remain in control of every word, and the first translation is free.
Write your press release with AI
Upload a PDF or a note: get three headlines and three standfirsts, then choose.
Try it with a PDF