A modern press release has nine parts, in this order: headline, summary, dateline and opening paragraph, key facts, method or evidence, a quote, a supporting link, the "About" paragraph (boilerplate) and a media contact, followed by an end mark. Each part answers a different question, and the most important facts come first, so a reader, a search engine or an AI assistant that stops early still has the news. Not every release needs every part at full length, but each one is there for a reason.
What are the nine parts and what does each do?
| Section | Its job | Typical length |
|---|---|---|
| Headline | States the news: company, specific action or finding, topic or market | At most 18 words |
| Summary | Explains the main fact in plain terms | One or two sentences, at most 45 words |
| Dateline and opening | Place and date, then who, what, where, when and why | One paragraph |
| Key facts | The figures a reader will want to find again | A short list |
| Method or evidence | Where the figures come from and their limits | One paragraph |
| Quote | Interpretation from a named person | One or two sentences |
| Supporting link | Points to the fullest source, ideally on your own site | One sentence |
| About the company | Defines the business plainly | Three or four sentences |
| Media contact and end mark | Who to call, and where the release ends | A few lines |
The whole release does not need to be long. media:on packs include up to 400 words, which is enough for every section above when each paragraph carries a fact.
What does a complete release look like?
Below is a full release for Brightwater Veterinary Group, a fictional group of animal clinics in Glasgow. Every name, figure and address is invented for the example. Each part is followed by a note on what it is doing.
Headline
Brightwater Veterinary Analysis of 6,240 Glasgow Pet Consultations Finds Dental Disease in 41% of Dogs Over Five
Seventeen words. It names the company, the action (an analysis), the sample, the place and the finding. A reader knows the news without opening the release. Numbers are included because they carry information. How to write a press release headline covers the formula in detail.
Summary
Brightwater Veterinary Group reviewed routine consultation records from its three Glasgow clinics for 2025. Dental disease was recorded in 41% of dogs aged five or older, making it the most common condition found at routine check-ups in that age group.
It explains the headline in plain terms and adds one new detail: dental disease was the most common finding. It does not repeat the first paragraph word for word. The press release summary explains how to keep the two distinct.
Dateline and opening paragraph
Glasgow, United Kingdom — 30 September 2026 — Brightwater Veterinary Group, a Glasgow-based group of three small-animal veterinary clinics, has published an analysis of 6,240 routine consultations carried out in 2025. The group's clinical records show dental disease was recorded in 41% of dogs aged five or older seen for routine check-ups, ahead of weight problems at 27% and skin conditions at 19%. The group published the figures to encourage owners to book dental checks before symptoms appear.
The dateline gives the city and date the release is issued. The first sentence defines the company as well as naming it: what kind of business, where. By the end of the paragraph a reader has who, what, where, when and why.
Key facts
- 6,240 routine consultations analysed, January to December 2025
- 41% of dogs aged five or older had recorded dental disease
- 27% had recorded weight problems
- 19% had recorded skin conditions
- Data covers Brightwater's clinics in Partick, Shawlands and Dennistoun
A short list lets a reader, or a system extracting facts, find the figures without rereading the paragraphs.
Method or evidence
The analysis covered routine and vaccination consultations recorded by Brightwater vets in 2025. Emergency appointments and repeat visits for the same condition within 30 days were excluded. Conditions were recorded by the attending vet using the group's standard clinical codes. The figures reflect Brightwater's own patients and are not a survey of all pets in Glasgow.
This is what makes the figures usable. It gives the source, the period, the sample, what was excluded, how conditions were counted and, most importantly, the limitation. A release that states its limits is more credible, not less.
Quote
"Most owners we see do not know their dog has dental disease until it is advanced, because dogs rarely show pain from their teeth," said Dr Fiona Kerr, Clinical Director at Brightwater Veterinary Group. "A check at the annual vaccination appointment catches most cases while they are still simple to treat."
The quote interprets the data: why the figure is high and what owners can do. It comes from a named person with a title. There is no "we are delighted". Press release quotes has more on writing quotes that add information.
Supporting link
The full analysis, including the method and a breakdown by breed size, is published on the Brightwater Veterinary Group website.
In the published release, the words "full analysis" would link to the report page on Brightwater's own site. That page holds the fullest version of the story and is the one Brightwater can update. Newswires generally accept three links at most, so the company name linked to the homepage plus this one is typical.
About the company
Brightwater Veterinary Group Ltd is a Glasgow-based veterinary practice group founded in 2014. It operates three small-animal clinics in Partick, Shawlands and Dennistoun, providing routine care, dentistry, surgery and emergency appointments for dogs, cats and rabbits. The group employs 22 vets and nurses.
A plain definition: full name, type of business, location, founding year, services, who they are for and size. It should match the company's website word for word where possible. The press release boilerplate goes further.
Media contact and end mark
Media contact: Sam Doyle, Practice Manager, Brightwater Veterinary Group. press@brightwater-vets.example. 0141 496 0000.
Then the end mark, three hash symbols (###) on their own line, which tells an editor the release has finished. A named contact, an email and a phone number mean a journalist can follow up. Newswires expect the dateline, the contact and the end mark, and may refuse a release without them.
Which parts can you shorten or skip?
The key facts and method sections are essential for research or data releases and can shrink for simpler news. A new hire release, for instance, has few figures, so the key facts might be just the start date and responsibilities, and the method section disappears. The headline, opening paragraph, company description and contact are never optional.
Why does the order matter?
Because readers stop early. A journalist scanning dozens of releases reads the headline and perhaps the first paragraph. A search engine gives weight to headings and opening text. An AI assistant may take only the passage that answers the question it was asked. Putting the most important facts first, and each kind of information in a predictable place, means that whichever part gets read, it makes sense on its own.
The next post takes the first section in depth: how to write a press release headline.
media:on Editorial. Written and reviewed by the media:on editorial team, who edit every release before it files.