How to write a press release in Australia

When to write one

Write a release when you have real news: a launch, a funding round, a hire, a result, an award, a partnership or a finding. If the story is an opinion or a profile, a pitch email or a byline article is usually a better fit.

The structure

1. 1

   Headline

   State the news in plain words, in about ten to fifteen words. Lead with the subject, use an active verb and leave out hype.

2. 2

   Opening paragraph

   Answer who, what, when, where and why in two or three sentences. If a reader stops here, they should still have the story.

3. 3

   Quote

   One or two attributed quotes that add a view or a reason, not a restatement of the facts. Name and title the speaker.

4. 4

   Supporting detail

   Numbers, context and the customer or community impact, in order of importance. Source any figure that is not yours.

5. 5

   Boilerplate

   Two or three sentences on who you are, the same each time.

6. 6

   Contact

   A named person with a mobile number and email who will answer, plus a link to images and the media kit.

Style rules for Australian readers

• Use Australian English: organisation, program, centre, labour.
• Write dates as 3 October 2026 and use the 24 hour clock only if your audience expects it.
• Use dollars as $ with the figure in full on first mention, and say AUD only if overseas readers matter.
• Aim for 300 to 500 words. Cut adjectives, then cut again.
• Say 'embargoed until' with a date and time zone if you need a hold, and only to journalists who agree.

Distribution that works

Send the release to named journalists who cover the topic, with a three line pitch in the email body and the release pasted below it. Attachments are often blocked.

A newswire can add reach and an archive, but it rarely replaces direct pitching. Publish the release on your own site too, so there is a citable page that stays up. Do not rely on links inside distributed releases to lift your search rankings.