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Press release anatomy
The structural elements every release needs.
5 termsPR workflow
Tools and processes used in media relations.
4 termsModern search
GEO, AI and current best practices.
2 termsAll terms
Press release anatomy
- Press Release- A formal written statement distributed to media outlets to announce something newsworthy about a company or organization.
- Lede- The opening paragraph of a press release or news story, designed to summarize the essential facts.
- Lede- The opening sentence of a press release or news article that delivers the core news in under 30 words.
PR workflow
- Boilerplate- A short, standardized paragraph at the end of a press release that describes the company.
- Byline- The line in a published article that identifies the author.
Modern search
- Earned Media- Publicity gained through editorial coverage rather than paid advertising.
- Earned media- Press coverage a brand earns through journalist outreach and newsworthy announcements, without paying for placement.
- AI Overview- Google's AI-generated answer block shown at the top of search results, pulling from authoritative sources.
Complete reference
All terms from press release anatomy to modern GEO in one place.
Plain language
No jargon. Definitions written for comms managers, not journalists.
Linked concepts
Each term links to related glossary entries and how-to guides.
Frequently asked questions
- What is the difference between a press release and a media pitch?
- A press release is a formal 400-word announcement published on newswires and company newsrooms. A media pitch is a 2-3 paragraph personalized email to one journalist offering a story angle. Use both in your media relations strategy, but for different purposes.
- Why do press releases have a dateline?
- A dateline (City, State, Date) identifies where the news is being announced and when. It is a convention journalists expect and search engines use for newswire indexing. Always include it, even in digital press releases sent via email.
- What is the lede in a press release?
- The lede (also spelled lead) is the first paragraph of a press release. It answers the who, what, when, why and where of the news in one concise sentence or two. Journalists read the lede and decide whether the story is relevant to their beat. Make it count.
- What is an embargo in press releases?
- An embargo is a request to journalists not to publish until a specific date and time. Used for coordinated announcements (funding rounds, product launches). Format: "EMBARGO: 9:00 AM ET, Tuesday, April 16, 2026". Embargo is a courtesy, not a legal restriction.
- What is a boilerplate in a press release?
- A boilerplate is a 1-2 paragraph description of your company appended to the end of every press release. Use the same boilerplate for consistency. Update it annually. Include: company name, what you do, founding year, and website or social links. Keep it under 80 words.
- How do I get cited by AI search engines like ChatGPT and Perplexity?
- AI engines (ChatGPT, Perplexity, Google AI Overviews) cite content that is well-structured, factual and recent. Best practices: (1) Use structured data (schema markup). (2) Build an entity graph (link your company, founders, investors, competitors). (3) Publish on owned channels (blog, newsroom). (4) Get backlinks from trusted publications. GEO (Generative Engine Optimization) is the modern replacement for SEO.
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