As a public relations professional, you're well aware of the challenges that come with crafting the perfect press release. You need to grab attention, convey key information and entice journalists to cover your news. But in the fast-paced world of media relations, there's one crucial element to understand: how to write an AP-style press release.
What Is an AP-Style Press Release?
An AP-style press release is one that’s written in the style of the Associated Press, a news organization that sets the standard for news writing across the United States. The Associated Press Stylebook (often just called the AP Style Guide for press releases) covers everything from punctuation and grammar to formatting guidelines. It’s a complete guide to writing press releases for journalists, editors and PR professionals.
Following the same press release format as AP style makes your release more appealing and easier to work with from a journalist's perspective. By following AP style, you're essentially presenting your news in a format that journalists are familiar with.
Why Is AP Style Important for Press Releases?
Mastering AP-style press releases isn't just about following rules – it's about speaking the language of journalists and media outlets while increasing your chances of media coverage. A good AP press release has benefits like:
- Professionalism: When you use AP style, you're demonstrating your experience and understanding of industry standards. Journalists are more likely to take your release seriously when it's presented in a format they recognize.
- Readability: AP-style press releases are clear, concise and easy to understand. When you make your press release as readable as possible, you’re telling journalists you respect their time – and making it more likely they’ll actually read it.
- Consistency: When all press releases follow the same style guidelines, it creates a level of consistency that benefits both PR professionals and journalists. That makes it easier for journalists to quickly scan and find what they need in your release.
- Efficiency: Not only can journalists easily read a press release in AP style, they can easily repurpose it. When it’s already in a format that aligns with their publication's style, they can use it with minimal editing.
- Improved media relations: Consistently providing well-written, AP-style press releases can help you build better relationships with journalists and media outlets over time. They'll recognize your releases as reliable, professional and easy to work with.
AP Style Rules for Press Releases
The AP Stylebook contains many rules for news organizations and is regularly updated. However, there are some especially relevant examples of AP press release punctuation. Mastering these basics will put you well on your way to crafting excellent AP-style press releases.
Punctuation
It’s easy to let proper punctuation slip your mind, but getting it right shows your attention to detail. Here are some key punctuation rules to keep in mind:
- Oxford comma: AP style does not use the Oxford comma (also known as the serial comma) in a simple series. For example, write "The conference will feature keynote speeches, panel discussions and networking opportunities" instead of "The conference will feature keynote speeches, panel discussions, and networking opportunities."
- Spacing after periods: Use a single space after a period at the end of a sentence, not two spaces. Using two spaces is a holdover from when we used typewriters, and doesn’t apply to the modern, digital press release. The same one-space format applies to other punctuation that ends a sentence (exclamation mark or question mark).
- Quotation marks: Use double quotation marks for direct quotes and single quotation marks for quotes within quotes. For example: "Our keynote speaker said, 'Innovation is the key to future success,' and I couldn't agree more," the CEO stated.
- Commas in dates: When a month and year are mentioned without a specific date, don’t use a comma. For example: "The annual conference will be held in June 2024." When a specific date is mentioned, set off the year with commas: "The conference is scheduled for June 15, 2024."
- Hyphens and dashes: Use hyphens to link words that form a single modifier before a noun, such as "cutting-edge technology." Use an em dash with a space on either side to signify a change or add emphasis.
Capitalization
Proper capitalization helps maintain clarity and professionalism in your press release. Here are some essential AP style capitalization rules:
- Headline style: Use title case for headlines and subheads. This means capitalizing the first word, the last word and all major words in between. Minor words like articles (a, an, the), coordinating conjunctions (and, but, for, or, nor), and prepositions of three letters or fewer are lowercase unless they're the first or last word. For example: "XYZ Corp Unveils New Tech at Annual Conference"
- Dateline: In the dateline, the city name should be in all capital letters. If the city isn't well-known, include the state abbreviation. For example, an AP press release will say "CHICAGO" because it’s a major city, but "MURRAY, Ky." because it’s a small city.
- Job titles: Capitalize formal titles when they appear before a name, but lowercase them when they follow a name or are used alone. For example: "CEO Jane Smith announced..." but "Jane Smith, chief executive officer, announced..."
- Company and product names: Respect the capitalization style of company and product names, even if they don't follow standard capitalization rules. For example, "iPhone" or "PayPal." (However, if a proper noun starts with a lowercase letter like “iPhone,” it should be capitalized at the beginning of a sentence.) If you’re not sure about the capitalization, Google it.
Numbers
An AP-style news release also has specific rules for writing numbers, which can differ depending on the context:
- General rule: Spell out numbers one through nine and use numerals for 10 and above. For example: "The conference will feature nine keynote speakers and 15 breakout sessions."
- Exceptions: Always use numerals for ages, percentages, dimensions, temperatures, times, dates, monetary amounts and sports scores. For example: "The 5-year-old company expects 20% growth."
- Beginning of sentences: Spell out numbers at the beginning of a sentence, except for years. For example: "Fifty-two companies will exhibit at the conference."
- Ordinals: Spell out first through ninth and use numerals for 10th and above. For example: "This is the company's fourth annual conference and its 10th product launch."
- Large numbers: Use a combination of numerals and words for very large numbers. For example: "The conference is expected to draw 1.5 million virtual attendees."
Fonts
While AP style doesn't dictate specific fonts, you should follow some general guidelines that help ensure your press release is clear and readable:
- Font choice: Use common, easily readable fonts like Times New Roman, Arial or Calibri. These fonts are widely available and render well across different devices and platforms.
- Font size: Use a font size between 10 and 12 points for the body text. Headlines can be larger, typically 14 to 16 points, to stand out.
- Consistency: Maintain consistency in your font usage throughout the press release. Don't mix multiple fonts or sizes, as this can appear unprofessional and make it less readable.
- Emphasis: Use bold or italics sparingly for emphasis, not different fonts or colors. AP style generally avoids underlining, because it can be confused with hyperlinks in digital formats.
Quotes
Quotes add credibility and human interest to your press release. Here's how to handle them in an AP-style press release:
- Attribution: On first reference, use the person's full name and title. After that, use only the last name. For example: "We're thrilled to host this event," said Jane Smith, CEO of XYZ Corp.
- Punctuation: Keep periods and commas inside quotation marks. For example: "This conference will be groundbreaking," Smith said.
- Paragraphs: Start a new paragraph for each new speaker, even if the quote is a continuation of the same subject.
- Block quotes: For quotes longer than three lines, consider using a block quote format, which means indenting the entire quote for visual separation.
AP-Style Press Release Format and Examples
Now that we've covered the key AP-style press release rules, let's look at how to structure your press release. A press release template for AP style always includes these sections.
Headline
Your headline is the first thing a journalist will see, so it needs to grab attention and succinctly convey the main point of your news to your target audience. Here's how to craft an effective AP-style headline:
- Length: Keep your headline under 100 characters if possible. According to our 2024 State of the Press Release report, headlines with 51–100 characters get the most views.
- Content: Make it descriptive and specific. Include the most important information, such as the company name and the main news item.
- Verbs: Use strong, active verbs to convey action and grab attention. Use present tense for immediate news and future tense for upcoming events.
Example: XYZ Corp Launches Innovative Tech Conference in Silicon Valley
This headline uses title case, includes the company name, describes the main news with a powerful verb (“launch”) and provides a location. It's concise yet informative.
Dateline
The dateline provides context about where and when the news is coming from. Here's how to format it correctly:
- Location: As we mentioned above, it starts with the city name in all capital letters. If the city isn't well-known, include the state abbreviation.
- Date: Follow the location with the date of the release.
- Formatting: The dateline should be at the beginning of the first paragraph, followed by an em dash.
Example:
NEW YORK, June 15, 2023 –
If the city is less well-known:
MANSFIELD, Mass., June 15, 2023 –
Introductory Paragraph
The first paragraph, also known as the lead, should summarize the entire news story and answer the "5 Ws" – who, what, when, where and why. Here's how to craft an effective intro:
- Content: Include the most newsworthy information first. For an event press release, this typically includes the event name, host, date and location.
- Style: Write in the active voice and use strong verbs to create impact.
Example: CHICAGO, June 15, 2023 – XYZ Corp, a leader in tech innovation, today announced its first annual TechVision Conference, set to take place on September 1–3, 2023, at the San Francisco Convention Center. The event aims to bring together industry leaders, innovators and startups to explore cutting-edge technologies and foster collaboration.
Body Text
The body of your press release should provide more details about your news to your target audience, expanding on the information in your intro. Here's how to structure it effectively:
- Paragraphs: Use short paragraphs, typically 2–3 sentences each. This improves readability, especially on mobile devices.
- Information flow: Present information in descending order of importance. The most important details should come first.
- Quotes: Intersperse relevant quotes from key figures to add credibility and human interest. Remember to follow AP style rules for attributions.
- Length: Aim for 300–500 words total for your press release, including all sections.
Example:
Attendees will have the opportunity to network with peers, engage with cutting-edge technology demonstrations and participate in hands-on coding sessions.
"The TechVision Conference will feature keynote speeches from industry luminaries, panel discussions on emerging trends and interactive workshops covering topics such as artificial intelligence, blockchain and sustainable tech," said Jane Doe, CEO of XYZ Corp.
The event will also include a startup pitch competition, offering emerging companies the chance to present their ideas to a panel of venture capitalists and industry experts.
"Our goal is to create a platform where ideas can flourish and collaborations can begin," Doe added. "We believe this conference will be a catalyst for the next wave of tech innovation."
Boilerplate
The press release boilerplate is a standardized paragraph that provides background information about your company. It should be consistent across all your press releases. Here's how to craft an effective boilerplate:
Length: Keep it to 100 words or less.
Content: Include your company's mission, founding date, main products or services and any significant achievements or recognition.
Placement: The boilerplate typically appears at the end of the press release, just before the media contact information.
Example:
About XYZ Corp
XYZ Corp is a global technology company dedicated to driving innovation and fostering collaboration in the tech industry. Founded in 2010, XYZ Corp has been at the forefront of developing cutting-edge solutions for businesses and consumers alike. With a team of over 5,000 employees worldwide, XYZ Corp's products and services reach millions of users daily. The company has been recognized as a top workplace by Forbes for three consecutive years and was named "Most Innovative Tech Company" by TechAwards in 2022.
Media Contact Information
Journalists who want to follow up for more information will look for your media contact information, especially your email address and phone number. Here's an AP press release example:
Media Contact:
John Smith
PR Manager, XYZ Corp
555-123-4567
[email protected]
Write a Perfect AP-Style Press Release Every Time
Mastering AP style takes practice, but it's worth the effort. A well-crafted, AP-style press release can boost your chances of getting media coverage. Remember, your goal is to make journalists' jobs easier. By following AP style, you're presenting your news in a format they're familiar with and can easily use.
PR Newswire can help you perfect your AP-style press releases. Our team of expert editors can review your release, ensuring it adheres to AP style guidelines. We'll catch any errors and suggest improvements to make your release shine. Once it’s polished, we can distribute your press release to our vast network of media contacts. Contact us today and start getting perfect, AP-style press releases in front of the right people.
FAQs About AP-Style Press Releases
What is the proper format for a press release?
A proper press release format is AP Style. It includes a headline, dateline, introductory paragraph, body paragraphs, quotes, boilerplate and media contact information. It should also follow AP style guidelines for punctuation, capitalization and formatting.
How long should an AP-style press release be?
An AP-style press release should typically be between 300 and 500 words. It should be long enough to cover all essential information but concise enough to hold the reader's attention. The key is to provide all necessary details without unnecessary fluff.
What do I capitalize in an AP press release?
In an AP press release, capitalize the first word of each sentence, proper nouns, formal titles when they appear before a name, the first word of each bullet point and major words in headlines and subheads. Don't capitalize job descriptions or common nouns unless they're part of a formal name.
These AP press release examples are just to get you started. For more in-depth expertise including the difference between branded and non-branded headlines, which format is best for visual scanning and examples of top-performing press releases,