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While press releases tend to follow the same basic format (see âFormat of a press releaseâ), how they are written depends on what kind of news is being announced. Many online PR resources recognize the following six types of press releases: 1  General news: announce a general news item to create interest and earn exposure for the company or organization issuing the release. 2  Launch: create buzz around the launch of a company, website, campaign or initiative.
A press release should read like a news story, written in third-person, citing quotes and sources and containing standard press release information. The standard press release begins with contact information, mostly likely the name, phone number and e-mail address of the person who wrote the release. Then comes the headline, arguably the most important four or five words in the whole press release. The headline will be what the journalist reads first.