According to WebWire.com, the primary function of a press release is to "reach out to the media to get them to report on your particular message." The first step in assembling a press release is to identify what that message is. Television networks will often create press releases to build excitement for an upcoming series premiere.
"FOR IMMEDIATE RELEASE" is the first line of all press releases, even if the message in question does not pertain to the present. Remember that press releases are in some cases used to help build anticipation.
A headline is the next element and should be written in a similar manner to a newspaper headline. Each word in the headline should be capitalized. Below the headline is the first paragraph, which begins with the dateline (example: "SAN ANTONIO, Texas") and the date (example: "April 1, 2009") in parentheses beside it. The first paragraph should outline basic information, the who, what, where, when and why. Additional information is provided below the final paragraph, which includes contact information and any legal terminology.
An effective press release is limited to one page. Include as much information as possible without overburdening the reader. A good guideline is 500 words. Ending a press release is often done with the following symbols: ###.
Unlike a news article, which is meant to convey both sides of a particular subject, a press release promotes one side. Bias is acceptable, provided it does not slander another business or person.