Best Practices for Writing an AP News Press Release

Writing a press release for an AP (Associated Press) news outlet is an essential skill for businesses, public relations professionals, and anyone looking to get their message out to a wider audience. An effective AP news press release can help grab the attention of journalists, editors, and potential clients. However, writing one that meets AP standards and captures the essence of your news story requires a deep understanding of both the format and tone required for the audience. In this post, we’ll cover the best practices for writing an AP news press release that will help you create an impactful, newsworthy document that follows AP style guidelines.

Key Benefits of an AP News Press Release

Before diving into the specifics of writing an AP news press release, it’s helpful to understand why crafting an effective one is so important.

1. Wide Distribution and Reach

The Associated Press is a globally recognized news organization, and its reach can spread your message to millions of readers, journalists, and influencers across various media outlets.

2. Increased Credibility

News outlets trust the AP style guide. By writing a press release that adheres to these standards, you align yourself with reputable media formats, boosting your own credibility.

3. Improved Media Engagement

A well-crafted AP news press release improves the chances of your story being picked up by journalists, potentially resulting in media coverage, interviews, and increased visibility.

4. Enhanced Brand Awareness

A press release that’s written well and gets published can increase brand awareness significantly. Whether you’re announcing a product launch, new partnership, or important corporate milestone, a successful press release can contribute to your marketing strategy.

Best Practices for Writing an AP News Press Release

Structure Your Press Release Properly

The first step to writing an AP news press release is ensuring that the structure is in line with what journalists and the Associated Press expect. The following structure is key:

1. Start with a Strong Headline

Your headline is the first thing readers will see, so it needs to be compelling, informative, and concise. It should summarize the key point of the press release in a way that grabs attention without overhyping the news. Keep your headline under 70 characters, and be sure to use clear language. Avoid jargon or complex phrases that may confuse readers.

Example:
“XYZ Company Unveils Revolutionary AI Software to Transform Healthcare Industry”

2. Subheadline for Added Context

Though optional, a subheadline can be useful for offering additional context and further drawing the reader in. It should elaborate on the headline, adding another layer of detail.

Example:
“New tool uses machine learning algorithms to reduce medical errors and improve patient outcomes.”

3. Dateline – Add the Location and Date

The dateline should include the city where the press release is issued, followed by the date. This helps journalists understand the timeliness of the story and provides essential context for the news.

Example:
NEW YORK, January 27, 2025 –

4. Lead Paragraph (The 5 W's)

The opening paragraph, or "lead," should answer the essential 5 W’s of journalism: Who, What, When, Where, and Why. It is important to get straight to the point and include the most vital information in this section. If your press release is newsworthy, journalists should be able to pull the key details from the lead without needing to read further.

Example:
XYZ Company announced today the launch of its innovative AI-powered healthcare software, designed to reduce medical errors in hospitals and improve patient outcomes. The new software will be available for deployment in Q2 of 2025.

5. Body Paragraphs with Key Details

Once the lead has introduced the key points, the body of the press release provides additional details that support the story. Each paragraph should flow logically from the previous one, expanding on the facts. Here, you should include relevant quotes from key stakeholders or company representatives to give the release a human element.

Ensure your quotes are brief, clear, and meaningful. Make sure the quotes complement the rest of the information in the press release.

Example:
“We believe our new AI software will revolutionize the way healthcare professionals handle patient care,” said Jane Doe, CEO of XYZ Company. “By utilizing machine learning, we can significantly reduce human error in diagnosis and treatment.”

6. Boilerplate – Company Information

The boilerplate is a short paragraph at the end of your press release that provides essential background information about your company, product, or service. It should give journalists a brief understanding of who you are and what you do.

Example:
About XYZ Company: XYZ Company is a leading provider of innovative technology solutions for the healthcare industry. Founded in 2010, XYZ Company is committed to improving patient care through cutting-edge software solutions that reduce medical errors and enhance efficiency in healthcare facilities.

7. Contact Information

Your press release should end with contact information, including a name, phone number, email address, and company website. This allows journalists to easily reach out for further questions or interviews.

Example:
For media inquiries, contact:
John Smith
PR Manager, XYZ Company
Phone: (123) 456-7890
Email: mondaynewswire2@gmail.com
Website: https://mondaynewswire.com/

Maintain AP Style and Tone

1. Use a Professional, Neutral Tone

The tone of an AP news press release should always remain professional and neutral. Avoid sounding promotional or overly enthusiastic. Journalists will often reject press releases that appear too biased or like marketing material. The focus should be on delivering factual, unbiased news that is relevant to the target audience.

2. Follow AP Style Guidelines

The Associated Press has a set of rules called the AP Stylebook that defines grammar, punctuation, and formatting conventions. Familiarizing yourself with this guide is crucial for writing a press release that meets the standard expectations. Here are a few key AP style points to keep in mind:

• Dates and Times: Write out months in full and use numerals for days. For example: January 27, 2025.

• Numbers: Numbers one through nine should be spelled out, while numbers 10 and above should be written as numerals.

• Abbreviations: Use well-known abbreviations (e.g., CEO, USA), but avoid abbreviating terms unless necessary.

• Headlines: Avoid using periods in headlines.

Include Quotes from Key Stakeholders

Adding quotes from stakeholders, like company executives or external experts, adds credibility to your press release. It also gives the release a more conversational tone while conveying important perspectives. Quotes make the story feel more personal and help humanize the news.

Keep It Concise

One of the golden rules of an AP news press release is brevity. Journalists are busy and have limited time to review press releases. A good rule of thumb is to keep your release between 400 and 800 words. Stick to the essential facts and avoid unnecessary fluff. If you provide the right amount of information in a succinct way, you’re more likely to catch a journalist’s attention.

Conclusion

Writing an AP news press release requires a clear understanding of the format, structure, and style expectations set by the Associated Press. By following the best practices outlined above, you’ll be well on your way to creating a compelling and professional press release that meets AP standards. Keep your writing concise, factual, and engaging, and always be mindful of the tone and style. Whether you’re announcing a new product, service, or achievement, a well-written press release is an essential tool in your PR toolkit.