Rules
Part of Press release strategy from start to finish
Press release strategy checklist, from first line to sign-off
A press release checklist from the first line to sign-off: headline, dateline, lead, quote, boilerplate, contact block and end mark, then pitch, wire distribution, legal checks and live review.
This press release checklist runs from the first line of the draft to final sign-off. Work through the elements in order, give each a named owner, and mark each one done only when you can point to the evidence. The table shows the four stages and when each happens.
| Stage | Timing | Evidence to check | Decision condition |
|---|---|---|---|
| Draft | T-3 days | Claim sheet, sources, permissions, alternative text plan | Every claim and asset has evidence and an owner |
| Preflight | T-1 day | Links, contacts, embargo terms, backup spokesperson | Delivery details and response cover are confirmed |
| Send decision | Before publication | Final copy, legal and rights review, accessible assets, service routes | No unresolved material duty or blocking failure |
| Live review | After publication | Published copy, distribution versions, responses, corrections, audience action | Errors are recorded and follow-up has an owner |
Draft stage: write the release element by element
At T-3 days, settle the claim sheet before polishing sentences. For each claim, name an owner, store the source and date the entry. Test the news value against a named audience, then check each element below. The wider press release strategy explains how a release fits a campaign.
- Headline:One sentence in active voice that states the news. Aim for roughly 15 words or fewer, with no claim the body cannot support.
- Dateline:City, state and date at the start of the first paragraph, such as "AUSTIN, Texas, Oct. 14".
- Lead:The first paragraph answers who, what, when, where and why, in plain words, with its source and date.
- Body:Supporting facts in order of importance. For every number, keep its denominator, reporting period and method.
- Quote:A named person with a title, approved by that person in writing. It should add a view, not repeat the lead.
- Boilerplate:The standard "About the company" paragraph, two or three sentences, checked for out-of-date facts.
- Media contact:Name, role, phone and email of someone who will answer on release day.
- End mark:"###" or "-30-" below the final line, so editors know the release is complete.
If the release has an embargo, put it in the top line, for example "Embargoed until Tuesday, 9:00 a.m. ET," and confirm that every recipient has accepted the terms.
Preflight: make delivery usable
At T-1 day, shift from reviewing copy to confirming delivery. Check every link, the contact details and the backup spokesperson. Build the media list around reporters who have covered the topic recently; the media relations checklist shows how to record that selection.
Write the pitch email separately. Its subject line should state the news in the same plain way as the headline. Paste the release into the body of the email, not an attachment, add a two-sentence pitch on why this reporter's audience cares, and follow up once if there is no reply. See how to pitch journalists.
Give each image concise alternative text that conveys its meaning, and give a chart a short written explanation. Check captions on any video.
Distribution: wires and direct pitches
Decide whether to use a paid wire or send directly. Wire services such as PR Newswire, Business Wire and GlobeNewswire distribute a release to many outlets at once for a fee, while direct pitches reach a chosen few. Many teams do both. Wire service prices compared lists what each costs.
Send decision: match each risk to an owner
Before publication, the editor should be able to show who cleared each risk and what remains open. The editor clears the headline, lead, final text and links. Legal reviews claims, rights and embargo terms; the spokesperson approves quotes and confirms availability.
Two legal checks apply to many releases. If the release quotes customers, influencers or paid endorsers, the FTC's endorsement rules require clear disclosure of material connections; see the FTC disclosure rules for PR teams. If the company is publicly traded, SEC Regulation FD limits selective disclosure of material information, so the release or a filing must reach investors broadly; see SEC financial PR compliance.
For each checklist item, record pass, fail, not applicable or accepted exception, along with the evidence location, reviewer and date. A checked box without proof cannot reproduce the decision. Name one release owner as the final decision-maker, and record the approver, date and approved version. Do not release while a blocking failure remains. The pre-release check can help keep those approvals visible.
Live review: reconcile the published versions
After publication, compare the live copy with the approved release. Inspect the headline, body, links and media, and check that any wire copy matches the text you sent. If a distribution copy changes a claim, send the correction to its owner and log the outcome. The crisis communications checklist offers a structure if a correction escalates.
Assign someone to answer reporters' questions within the stated target. Close the checklist when the live release has been tested, immediate questions are handled, corrections are complete, and a measurement review is scheduled. PR measurement covers what to count.
