Press Release Template: Format and Write Newsworthy Releases

Press Release Template: Format and Write Newsworthy Releases

A well-crafted press release remains one of the most effective ways to earn media coverage, build brand credibility, and reach new audiences. Yet many Singapore businesses struggle with the format, tone, and structure that journalists expect. Without a reliable press release template, even genuinely newsworthy announcements can end up in the bin.

In Singapore’s competitive media landscape, where outlets like The Straits Times, CNA, and The Business Times receive hundreds of pitches daily, your press release must be polished, professional, and immediately compelling. Whether you are announcing a product launch, partnership, event, or company milestone, the format you use matters as much as the story you tell.

This guide provides a complete press release template you can adapt for any announcement. We cover every section from the headline and dateline through to the boilerplate and media contact block, with practical formulas and Singapore-specific examples throughout. If you are looking to integrate press releases into a broader communications plan, our content marketing services can help you develop a full media strategy.

Standard Press Release Format

Every professional press release follows a standardised structure that journalists recognise instantly. Deviating from this format signals inexperience and reduces your chances of coverage. Here is the anatomy of a properly formatted press release:

Section	Purpose	Length
Embargo line (if applicable)	Indicates when the news may be published	1 line
Headline	Summarises the news in a compelling way	8-12 words
Sub-headline (optional)	Adds context or a secondary angle	1 line
Dateline	City, date, and distribution service	1 line
Lead paragraph	Answers who, what, when, where, why	2-3 sentences
Body paragraphs	Details, quotes, statistics, context	3-5 paragraphs
Boilerplate	Standard company description	1 paragraph
Media contact	Name, title, email, phone number	3-5 lines
End mark	Signals the end of the release (###)	1 line

The total length should be 400 to 600 words. Journalists prefer concise releases they can scan in under two minutes. If your announcement requires more detail, include a link to a media kit or backgrounder document.

Writing a Compelling Headline

Your headline determines whether a journalist reads further or moves on. It must communicate the core news clearly and concisely, without resorting to clickbait or promotional language. Think of it as a newspaper headline rather than a marketing tagline.

Use these headline formulas as starting points:

• [Company] Launches [Product/Service] to [Benefit] for [Audience] — e.g., “FreshMart Launches Same-Day Grocery Delivery for Singapore Households”
• [Company] Partners with [Partner] to [Objective] — e.g., “TechStar Partners with NUS to Train 500 Data Scientists by 2027”
• [Company] Announces [Milestone/Achievement] — e.g., “GreenBuild Announces $10M Series B to Expand Sustainable Construction in Southeast Asia”
• [Company] Appoints [Name] as [Title] — e.g., “MediCare Asia Appoints Dr Sarah Tan as Chief Medical Officer”
• [Industry/Research] Report Reveals [Key Finding] — e.g., “New Study Reveals 72% of Singapore SMEs Plan to Increase Digital Ad Spend in 2026”

Keep headlines under 12 words. Use active voice. Avoid jargon, superlatives, and exclamation marks. For guidance on writing compelling headlines across all your marketing channels, explore our ad copy template guide.

Crafting the Lead Paragraph

The lead paragraph is the most critical section of your press release. It must answer the five Ws — who, what, when, where, and why — within two to three sentences. A journalist should be able to write a brief news item from the lead alone.

Follow this formula for your lead paragraph:

[CITY, Date] — [Company name], [brief descriptor], today announced [the news]. The [product/initiative/partnership] will [key benefit or impact] for [target audience] starting [timeframe].

Here is a worked example:

SINGAPORE, 15 March 2026 — PayWave Solutions, a Singapore-based fintech company, today announced the launch of its instant cross-border payment platform for Southeast Asian SMEs. The platform will enable businesses to send and receive payments across ASEAN markets in under 60 seconds, with fees up to 70% lower than traditional bank transfers, starting April 2026.

Notice how this lead answers every question a reader might have. It names the company, explains what happened, quantifies the benefit, identifies the audience, and provides a timeline. Aim for this level of completeness in every lead you write.

Body Paragraphs and Quotes

The body of your press release expands on the lead with supporting details, context, and quotes. Structure it using the inverted pyramid model — put the most important information first and the least important last. Editors trim press releases from the bottom up, so everything essential should appear early.

A strong body section typically includes:

• Paragraph 2: Additional details about the announcement (features, scope, specifications)
• Paragraph 3: A quote from your CEO, founder, or relevant executive
• Paragraph 4: Market context, statistics, or industry trends that validate the news
• Paragraph 5: A quote from a partner, customer, or industry expert (optional but powerful)
• Paragraph 6: Availability, pricing, or next steps

When writing quotes, make them sound natural but substantive. Avoid generic statements like “We are excited to announce.” Instead, have the spokesperson explain the significance: “Singapore’s SME sector generates 48% of GDP, yet most small businesses still rely on manual invoicing. Our platform changes that by automating the entire payment lifecycle.”

Including relevant data strengthens credibility. If your announcement relates to digital performance, statistics from your SEO 또는 Google 광고 campaigns can provide concrete evidence of results.

Boilerplate and Media Contact

The boilerplate is a standardised company description that appears at the end of every press release. Write it once and reuse it, updating only when your company details change significantly. It should cover what the company does, when it was founded, where it operates, and any notable achievements.

Boilerplate template:

About [Company Name]
[Company Name] is a [descriptor] based in Singapore. Founded in [year], the company [what it does] for [target market]. [Company Name] serves [number] customers across [markets/regions] and has been recognised by [award/publication] for [achievement]. For more information, visit [website].

The media contact block should include:

• Full name of the media contact person
• Job title
• Company name
• Email address (preferably a dedicated media or PR address)
• Phone number with Singapore country code (+65)
• Website URL

End the press release with three hash symbols (###) centred on the page. This is the universal end mark that tells editors there is no additional content to follow.

Complete Press Release Template

Below is a ready-to-use press release template. Copy it, replace the bracketed placeholders with your information, and adjust the body paragraphs to suit your announcement.

FOR IMMEDIATE RELEASE

[Headline: 8-12 Words Summarising the News]
[Optional Sub-headline Adding Context or a Secondary Angle]

SINGAPORE, [Day Month Year] — [Company name], [brief descriptor], today announced [the news]. The [product/initiative/partnership] will [key benefit] for [target audience] starting [timeframe].

[Additional details about the announcement. Expand on features, scope, specifications, or impact. Include relevant numbers and specifics.]

“[Quote from CEO/founder/executive explaining the significance of the announcement and its impact on customers or the industry],” said [Full Name], [Title] of [Company Name].

[Market context paragraph. Include industry statistics, trends, or research that validates the announcement. Reference Singapore or Southeast Asian data where relevant.]

“[Optional second quote from a partner, customer, or industry expert providing an external perspective on the announcement],” said [Full Name], [Title] of [Organisation].

[Availability, pricing, or next steps paragraph. Tell readers how to access, purchase, or learn more about what was announced.]

About [Company Name]
[Boilerplate company description. 2-3 sentences covering what the company does, when it was founded, its market, and notable achievements.]

Media Contact:
[Full Name]
[Title]
[Company Name]
[Email]
[Phone: +65 XXXX XXXX]
[Website URL]

###

Distribution Tips for Singapore

Writing a strong press release is only half the battle. Distribution determines whether your announcement reaches the right journalists and publications. Here are practical distribution strategies for Singapore businesses:

• Build a targeted media list: Identify journalists who cover your industry at outlets like The Straits Times, CNA, The Business Times, Tech in Asia, and e27. Personalise your pitch to each contact.
• Use local distribution services: Services such as PR Newswire Asia, Asia PR Werkz, and Cision offer distribution to Singapore and regional media outlets.
• Time your release strategically: Send press releases on Tuesday through Thursday between 9am and 11am SGT. Avoid Mondays, Fridays, public holidays, and Budget week.
• Pitch before you send: Email the journalist a brief, personalised pitch explaining why the story matters to their readers. Attach the full press release as a follow-up.
• Leverage your digital channels: Publish the release on your website’s newsroom page, share it on social media, and include it in your email newsletter.
• Follow up once: If you have not heard back within three business days, send one polite follow-up. Do not follow up more than once.

For maximum impact, coordinate your press release with a broader content campaign. A blog post, social media series, and paid promotion can amplify the reach of your announcement significantly.

Common Mistakes to Avoid

Even well-intentioned press releases fail when they contain avoidable errors. Here are the most common mistakes Singapore businesses make:

• Writing an advertisement instead of news: Press releases should report news, not sell products. Remove promotional language, superlatives, and marketing buzzwords.
• Burying the news: The announcement must appear in the first paragraph. Do not build up to it with background information.
• Including too many quotes: One or two quotes are sufficient. Each quote should add substance, not repeat what the body already states.
• Forgetting the local angle: Singapore journalists care about local relevance. Explain why your announcement matters to Singapore readers specifically.
• Neglecting SEO: If you are publishing the release online, optimise it for search engines. Include your focus keyword naturally and link to relevant pages on your website.
• Skipping proofreading: Typos, grammatical errors, and factual mistakes destroy credibility. Have at least two people review every release before distribution.
• Attaching large files: Do not attach high-resolution images directly to email pitches. Host them in a media kit and provide a download link.

If you need professional support with your media communications, our digital marketing team can help craft releases that earn coverage and drive results.

자주 묻는 질문

How long should a press release be?

A press release should be 400 to 600 words, fitting on a single page. Journalists prefer concise releases they can scan quickly. If your announcement requires more detail, link to a media kit or backgrounder rather than extending the release itself.

What makes a story newsworthy for Singapore media?

Singapore media outlets look for stories with local relevance, timeliness, significance, and human interest. Announcements that affect Singapore consumers, involve notable partnerships, include compelling data, or address current industry trends are most likely to earn coverage.

Should I use an embargo on my press release?

Use an embargo only when you have a genuine reason, such as coordinating coverage across multiple outlets or timing the release with an event. Embargoes work best when you have an existing relationship with the journalist. Never embargo routine announcements.

How do I find journalist contact details in Singapore?

Check publication websites for staff directories, follow journalists on LinkedIn and Twitter, use media databases like Cision or Meltwater, and attend industry events where media are present. Build relationships before you need coverage.

Can I publish a press release on my own website?

Yes, and you should. Publishing press releases on your website’s newsroom page creates permanent, searchable content. Optimise each release for SEO, include relevant links, and make high-resolution images available for download.

How often should a company send press releases?

Only send press releases when you have genuinely newsworthy announcements. For most Singapore SMEs, this means four to eight releases per year. Sending releases too frequently dilutes their impact and may cause journalists to ignore your pitches.