The structure of a press release — the mandatory sections and their order — follows the inverted pyramid: headline, lead, body, quote, boilerplate, contact. Each section has a fixed function. Long-term educational material — guides, blogs — follows another framework; see content marketing versus PR and the difference from an advertorial. If you move the boilerplate up or hide the contact, the text becomes hard to process for an editor who has three minutes per message.
What are the mandatory sections of a press release?
The six standard sections — headline, lead, body, quote, boilerplate, contact — appear in almost every professional press release, whatever the field. The order is not negotiable: the editor reads from top to bottom and cuts from bottom to top. If a section is missing, the text looks unfinished or hides essential information.
| Section | Function | Indicative length |
|---|---|---|
| Headline | the main, verifiable fact | 8–14 words |
| Lead (paragraph 1) | who, what, when, where, why it matters | 30–50 words |
| Body | details, context, figures | 150–400 words |
| Quote | a human perspective, attributed by name | 1–3 sentences |
| Boilerplate | standard description of the issuer | 40–80 words |
| Contact | name, title, email, phone | 3–5 lines |
Optionally, above the headline: an embargo notice (the date and time from which the text may be published) or a category (“Press release” / “Information note”).
What do the lead and the body look like?
The lead concentrates the information in a single short paragraph. If an editor reads only the first paragraph, they should be able to write their own headline without opening the rest of the page. The body develops the details in decreasing order — the first paragraph after the lead contains what is essential, the last one what is supplementary.
The body follows the decreasing rule: the first paragraph after the lead carries the most important detail, the last paragraph of the body carries the supplementary information. Do not reverse it — an editor cutting from the bottom up has to keep the essentials.
Example structure (form, not text to copy):
[Factual headline]
[Lead: Organisation + action + object + date + significance]
[Paragraph 2: main detail — figure, place, partner]
[Paragraph 3: context — why now, what changes for the client or the market]
[Quote: "..." — First name Last name, title, Organisation]
[Boilerplate]
Press contact: ...What is the boilerplate and how do you write it?
The boilerplate is the “About the company” paragraph — the standard description of the issuer, identical in every release. It includes the legal name, the registered office, the year founded, the main activity (activity code or a short description) and a verifiable indicator. Update the figures at least once a year and keep the text under 80 words.
Rules:
- write in the third person;
- update the figures at least once a year;
- avoid superlatives without a source (“the largest” without methodology gets deleted);
- keep it under 80 words — it is context, not a sales brochure.
The term “boilerplate” comes from American printing — standard, reused text. In Romanian releases it usually appears as “About [Name]” or “Information note”.
How do you use the quote without padding?
The quote adds a verifiable human perspective; it does not replace the facts in the lead. A useful quote contains a decision, a figure or a consequence — not empty adjectives. Attribute it to an identified person with their full title, otherwise the editor cannot use it at all.
| Weak wording | Useful wording |
|---|---|
| “We are delighted with this milestone.” | “The factory lets us cut delivery time to 48 hours.” |
| “Quality remains our priority.” | “The €2 million investment funds three new lines.” |
The title has to be written in full: “Chief executive officer”, not “CEO” without explanation, if the target audience is local.
A verifiable example: the structure of a listed company's release
Releases from companies listed on the Bucharest Stock Exchange follow the structure above and are published in the issuer's disclosures section. A typical release from a listed company contains: a factual headline, a date, a lead with the announced decision, numerical details, a quote from management, a boilerplate with identification data (tax code, registered office, activity), a contact person.
You can consult the public archive of issuer releases on bvb.ro — not as a template to copy, but as a reference for the structure accepted by Romania's regulated market.
Template versus example: what you copy and what you adapt
A template keeps the fill-in markers and works as a working list. An example shows final text, from which you extract the structure, not the sentences. Copying an example found online without adapting it produces identical releases that editors recognise and ignore.
The frequent mistake: copying an example found online without adaptation. The result sounds identical to other releases in the same field — the editor recognises it as a generic template and ignores it.
The complete procedural steps — from choosing the subject to sending — are in the guide how to write a press release.
What does not belong in the standard structure?
Promotional prices without context, disparaging comparisons and unverifiable promises have no place in the standard structure — they belong to other formats or require explicit commercial labelling under Romanian Law 363/2007. If you cannot support a claim with verifiable data, remove it from the draft.
- Disparaging comparisons with competitors — a legal risk (Law 158/2008, Article 6) and editorial rejection.
- Promises of results — not verifiable; rephrase around concrete facts.
For product launches, the structure is adapted with a section dedicated to verifiable benefits — detailed in the press release for a product launch.
Once you have filled in the structure, check the brief required for publication. Include the headline, the full body, the sender, the contact person, the deadline and the links. Publishing supplied material and writing it are distinct services.
Frequently asked questions
Where do you put the links in a release?
At most two relevant links, in the body — to the product page or to supplementary documentation. Not in the headline, not in the lead. If the link is a paid commercial one, label the material as such.
How many paragraphs does the body have?
Usually two to four, each with one idea. Short releases (300–400 words) have a lead, one body paragraph and a quote.
Can the boilerplate include a slogan?
Yes, if the slogan is short and does not replace the factual information (registered office, activity). A slogan without data is not enough as a boilerplate.
Is the structure the same for NGOs and public authorities?
Yes, as a skeleton. Authorities often add references to legislation; NGOs to the funded project. The lead and the decreasing order stay identical.
Is a Word or PDF template mandatory?
No. The format matters less than the structure. Send the text in the body of the email, not only attached — many newsrooms do not open attachments from unknown senders.
Last updated: 19 August 2026.