Australian press release format: a practical guide

A standard Australian media release follows one page of A4, opens with a lead that answers who, what, when, where and why in the first two sentences, and closes with a named contact journalists can actually reach. That is the single rule that separates releases that get used from ones that get deleted.

Before you write a word, confirm you have these elements ready:

• Headline — one punchy line, news-forward, not a slogan
• Dateline — city and date, top of the body
• Lead paragraph — 5Ws answered in 1–2 sentences
• Body — inverted pyramid, short paragraphs, one idea per sentence
• Quote — from a named spokesperson, adds context not hype
• Boilerplate — two to three sentences about your organisation
• ENDS — typed exactly, centred, after the last body paragraph
• Contact block — name, role, email, mobile, availability

Page setup: A4, margins of at least 2 cm on all sides, font no smaller than 11 point. One page is the target; a second page is acceptable for background notes only.

Key takeaways

A correctly formatted Australian media release on a single A4 page, with a 5Ws lead and a named contact, gives journalists everything they need to file a story without chasing you.

Table of Contents

• What goes in each section of an Australian media release?
• Formatting rules Australian journalists actually expect
• Writing habits that get releases picked up
• Copy-and-paste templates and filled examples
• How to distribute a media release in Australia
• Final checks before you hit send
• What I have learned from preparing releases that actually get used
• CantyDigital handles press release writing and distribution across Australia
• Sources

What goes in each section of an Australian media release?

Getting the structure right is not about ticking boxes. Journalists are time-poor, and correct formatting acts as a filter — a poorly structured release is often discarded before it is read.

Headline

Keep it to one line, ideally under ten words. The ABDC tip sheet recommends punchy, one-line headlines because they force a news-forward framing rather than a slogan. Write it as a news editor would: “Wollongong startup secures $2M to expand regional delivery” beats “Company announces exciting new funding milestone.”

Dateline

Place the city and date at the start of the lead paragraph, separated by a comma: Sydney, 14 May 2026. If the release is embargoed, replace “For Immediate Release” with the embargo details (more on that below).

Lead paragraph

The lead is the whole release in miniature. The Australian Writers’ Centre is clear: answer who, what, when, where and why quickly, using active and concise language. Two sentences maximum. If a journalist reads only the lead and nothing else, they should still understand the story.

Body

Write in the inverted pyramid: most important information first, supporting detail after. Keep paragraphs to two or three sentences. One idea per sentence, one sentence per paragraph where possible — this mirrors newspaper style and makes the release easy to scan. Add statistics and background in the second or third paragraph, not the first.

Quotes

Include at least one quote from a named spokesperson — a CEO, founder, or relevant expert. The quote should add perspective or context, not repeat what the lead already said. A journalist needs to be able to drop it straight into a story without editing.

Boilerplate

This is the standard “About [Organisation]” paragraph placed after the body. Two to three sentences covering what the organisation does, where it operates, and a website URL. Write it once and reuse it across every release.

Example boilerplate:
About Acme Co: Acme Co is a Sydney-based logistics company providing same-day delivery across New South Wales and Victoria. Founded in 2018, Acme Co serves more than 500 retail clients. Visit acmeco.com.au.

ENDS and contact block

Type ENDS on its own line, centred, after the boilerplate. Below it, place the contact block. Named, available contacts with a mobile number significantly improve pickup — a generic inbox does not cut it.

Example contact block:
Media contact: Sarah Chen, Communications Manager
E: sarah.chen@acmeco.com.au | M: 0412 000 000
Available: Monday to Friday, 8am–6pm AEST

Formatting rules Australian journalists actually expect

Presentation matters more than most people realise. A release that arrives as a cluttered PDF with tiny text and embedded images tells a journalist everything they need to know about how seriously to take it.

The FRDC media release guide sets out the layout rules Australian reporters expect: A4 page, margins of at least 2 cm, font no smaller than 11 point, plain language lead, and one-sentence paragraphs. These are not suggestions.

Images and assets

Never embed images inside the Word or PDF document. Supply them as separate high-resolution JPG or PNG files (minimum 300 dpi for print), or include a download link in the contact block. Many journalists cannot file a story without a usable image, so making assets easy to grab is not optional.

Keep total email size under 5 MB. If your image files are large, use a shared folder link (Google Drive or Dropbox) rather than attaching them directly.

Email subject line

Australian journalists receive dozens of pitches daily. A clear subject line gets opened; a vague one does not. Use this pattern: News: Wollongong startup secures $2M — Acme Co — 14 May 2026.

Pro Tip: When using an embargo, state the exact time and timezone in both the subject line and the top of the release body — for example, “Embargoed until 09:00 AEST, 14 May 2026.” Australia spans multiple time zones, so AEST and AWST must be specified explicitly to avoid cross-state confusion.

Writing habits that get releases picked up

The single biggest mistake is writing a release that reads like a brochure. Journalists treat a media release as a draft news story, not a marketing document. Marketing language reduces credibility and lowers pickup — fast.

Lead writing

Write the lead in active voice. Put the subject first, then the verb, then the object. “Acme Co has launched same-day delivery across regional NSW” is a lead. “Exciting new delivery options are now available for regional customers” is not.

Do:

• Answer all 5Ws in the first two sentences
• Use active voice throughout
• Keep sentences under 25 words
• Use plain, precise language

Don’t:

• Open with a quote
• Use superlatives (“world-class”, “revolutionary”, “unprecedented”)
• Write in passive voice (“It has been announced that…”)
• Include jargon your grandmother would not understand

Quotes

A good quote sounds like a person talking, not a press release. The Australian Writers’ Centre stresses that the lead must hook a journalist in the first two sentences — the quote should then add the human angle.

Keep quotes to two sentences. Attribute them to a named person with their title. Never write a quote that just restates the headline.

Lead example

Sydney, 14 May 2026. Acme Co today launched same-day delivery across 12 regional NSW towns, giving rural retailers access to the same logistics speed as their city counterparts for the first time.

That is 30 words. It answers who (Acme Co), what (same-day delivery), when (today), where (12 regional NSW towns), and why (parity with city retailers). Done.

Copy-and-paste templates and filled examples

A clear template structure — headline, lead, body, quotes, boilerplate, contact — improves a release’s chances with journalists. Most prefer releases between 300 and 500 words. Go longer only when background genuinely requires it, and put that background on a second page.

Blank template

FOR IMMEDIATE RELEASE / EMBARGOED UNTIL [TIME TIMEZONE, DATE]

[HEADLINE — one line, news-forward]

[CITY], [DATE]. [Lead: who, what, when, where, why in 1–2 sentences.]

[Body paragraph 1: supporting detail, statistics, context.]

[Body paragraph 2: additional background or secondary angle.]

"[Quote from named spokesperson — adds context, not repetition.]" said [Name], [Title], [Organisation].

[Body paragraph 3 if needed: further detail or third-party endorsement.]

About [Organisation]: [2–3 sentences. What you do, where, website URL.]

ENDS

Media contact: [Full name], [Title]
E: [email] | M: [mobile]
Available: [days/hours and timezone]
Images available at: [URL or "on request"]

Filled example: event announcement

FOR IMMEDIATE RELEASE

Wollongong Food Festival returns for its 10th year on 21 June 2026

Wollongong, 14 May 2026. The Wollongong Food Festival will celebrate its 10th anniversary on 21 June 2026 at Stuart Park, featuring more than 60 local producers and a new regional wine programme open to the public.

The free event runs from 10am to 5pm and is expected to draw more than 8,000 visitors to the Illawarra region, supporting local hospitality businesses still recovering from recent economic pressures.

"This year's festival is the biggest we have ever staged. We want every family in the region to come and experience what local producers are doing," said James Okafor, Festival Director, Wollongong Food Festival.

Accredited media are invited to attend from 9am for a pre-event briefing. High-resolution images and a media kit are available at [URL].

About Wollongong Food Festival: The Wollongong Food Festival is an annual community event celebrating the Illawarra's food and beverage producers. Now in its 10th year, the festival attracts visitors from across New South Wales. Visit wollogongfoodfest.com.au.

ENDS

Media contact: Priya Nair, Media Coordinator
E: media@wollogongfoodfest.com.au | M: 0423 000 000
Available: Monday to Friday, 9am–5pm AEST

Filled example: executive appointment

FOR IMMEDIATE RELEASE

Acme Co appoints former Toll executive as Chief Operating Officer

Sydney, 14 May 2026. Acme Co has appointed logistics veteran Daniel Marsh as Chief Operating Officer, effective 1 June 2026, as the company prepares to expand its regional delivery network into Queensland and South Australia.

Marsh brings 18 years of supply chain experience, most recently as General Manager of Operations at a national freight company.

"Daniel's appointment signals our next phase of growth. His experience building regional networks is exactly what we need," said CEO Lisa Tran.

About Acme Co: Acme Co is a Sydney-based logistics company providing same-day delivery across New South Wales and Victoria. Founded in 2018, Acme Co serves more than 500 retail clients. Visit acmeco.com.au.

ENDS

Media contact: Sarah Chen, Communications Manager
E: sarah.chen@acmeco.com.au | M: 0412 000 000
Available: Monday to Friday, 8am–6pm AEST

Pro Tip: When you replace placeholders, read the finished release aloud. If any sentence sounds like it belongs in a brochure, rewrite it as a news sentence.

How to distribute a media release in Australia

Writing a strong release is half the job. Getting it to the right people at the right time is the other half. Learn more about how press releases get your business heard and why distribution strategy matters as much as the copy itself.

Who to send to

Build a targeted list rather than blasting every outlet you can find. A release about a Wollongong food festival belongs with Illawarra Mercury, WIN News, local lifestyle editors, and relevant food and hospitality trade titles — not with every national masthead. State and national outlets are worth approaching when the story has genuine national relevance.

• Local and regional newspapers and their online editions
• State-based TV and radio news desks
• Industry trade publications relevant to your sector
• Online news aggregators and niche digital outlets
• Journalists who have covered your organisation or beat before

Timing

Tuesday, Wednesday and Thursday mornings between 8am and 10am AEST are generally the best windows for pitching Australian media. Avoid Mondays (journalists are catching up) and Fridays (stories get buried over the weekend). Never send a release the same day as a major national news event.

Embargoes

Use an embargo only when there is a genuine reason — a coordinated launch, a budget announcement, or a product release tied to a specific date. Specify the exact time and timezone: “Embargoed until 09:00 AEST, 14 May 2026.” Do not use embargoes as a default; they add friction and some outlets simply ignore them.

Follow-up etiquette

Wait 24–48 hours before following up by phone or email. Keep the follow-up brief: one sentence confirming the release was sent, one sentence offering to arrange an interview or supply additional assets. Have your spokesperson available and briefed before you send anything.

Final checks before you hit send

A release that goes out with a factual error, an uncleared quote, or a broken image link does real damage. Run through this checklist every time.

• Every fact, figure and name has been verified against a primary source
• All quoted spokespeople have approved their quotes in writing
• Image rights are cleared and images are correctly captioned
• The spokesperson is available and briefed for media calls
• The contact block has a direct mobile number, not a switchboard
• The release has been proofread by someone who did not write it
• Embargo time and timezone are stated correctly if applicable
• File names follow the agreed naming convention
• Total email size is under 5 MB

Legal cautions

Check every name, title and claim for accuracy. A factual error about a named individual can create defamation exposure. If you are quoting third-party statistics, confirm you have permission or that the source is publicly available and correctly attributed. Do not reproduce copyrighted images without a licence.

Document internal approvals — a simple email chain showing who approved the final copy is enough. If your release touches on financial results, regulatory matters, or legal proceedings, have a lawyer review it before distribution.

Pro Tip: Keep a media assets folder for every release: the final approved Word document, high-res images with captions, spokesperson bios, and the approved contact block. When a journalist calls at 4pm needing everything in 20 minutes, that folder saves you.

What I have learned from preparing releases that actually get used

Most releases fail before a journalist finishes the first sentence. Not because the story is bad, but because the format signals that the sender does not understand how newsrooms work.

At CantyDigital, the releases we prepare for clients follow the same discipline every time: a news-forward headline, a lead that answers the 5Ws without padding, quotes that a journalist can drop straight into copy, and assets packaged so there is zero friction in filing the story. The digital PR strategy behind a release matters as much as the release itself.

The detail that most guides skip is asset packaging. A release without a usable image is a release that often does not run. Providing a ready press kit — release, high-resolution images, captions, and spokesperson bios — reduces friction and increases the chance of same-day coverage. That is not a nice-to-have; it is the difference between a story running and a story sitting in a journalist’s inbox.

Timing and targeting are the other underrated variables. Sending a Wollongong story to a national desk without a national angle wastes everyone’s time and burns goodwill. A curated, targeted list sent at the right time on the right day consistently outperforms a mass blast.

CantyDigital handles press release writing and distribution across Australia

If writing and distributing releases is not your core business, it probably should not be taking up your time. CantyDigital writes, packages and distributes media releases across multiple Australian platforms — handling everything from the headline to the image assets to the distribution list.

Clients get a professionally written release, a curated media list, image and asset handling, and distribution reporting so they can see where the release ran. No lock-in contracts, no agency retainer required. Whether you are announcing a product launch, an executive appointment, or a community event, the process is straightforward.

Get your release in front of Australian journalists with press release distribution from CantyDigital — or get in touch to discuss what your next announcement needs.

Sources

• Guide to writing a media release – May 2024
• Medianet | How to Write a Press Release: A Complete Guide (2025 Edition)
• HOW TO GRAB ATTENTION WITH YOUR MEDIA RELEASE (ABDC tip sheet)
• How to write a media release | Australian Writers’ Centre

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