PRLeap Philosophy

We believe the most engaging press releases tell a story using words, pictures and video. They speak to individuals based on how they interact and affiliate with the brands, artists, and businesses they care about.

We review each press release before distribution to ensure it's newsworthy, accurate and meets our minimum editorial guidelines. If you still have questions after reading these guidelines, please checkout our Help Section or feel free to contact us.

These guidelines are the sum of the following five sections:

  1. News Values
  2. Structure
  3. Format
  4. Style
  5. Restricted Products and Services

A press release is an announcement about a newsworthy aspect of a person, business, service or organization. Press releases are drafted for a variety reasons. They may announce a new iOS App, the winning of an award, a book tour, a charity event, or showing up well in survey results.

An effective press release always includes some basic news characteristics.

The news values we look for in a newsworthy press release are:

  • Timeliness
  • Novelty
  • Relevance
  • Proximity
  • Human Interest
  • Prominence
  • Rarity
  • Trendiness

Good press releases have certain characteristics in common. The elements we look for in a PRLeap press release are:

Clear News Source

The source of the press release should be clear. Please identify the source in at least two of the following areas: headline, summary or lead paragraph.

Inverted Pyramid

Good press releases follow the inverted pyramid structure and the "5W+H" checklist for content. The inverted pyramid means starting by telling the reader the conclusion, follow by presenting supporting information, and end by providing background information about the product, business or organization.

Your press release should answer the following media questions:
Who? What? When? Why? How?


The first paragraph, known as the lead, should tell the story in the first sentence or two. Typically, the "What?" or "How?" will be use to create the news hook for the lead, unless the "Who?" is a celebrity.


Follow the lead paragraph by presenting interesting and valuable details about the story and other general information, including background information.


Including a quote from the CEO or Co-Founder to convery your purpose, mission or message. They help personalize your message for the reader. Typically, quotes are placed in the second paragraph position of the release.


Place boilerplate information about your product, business or organization at the bottom of the press release.

Valid Contact Information

PRLeap press releases must contain a valid phone number, e-mail address, and website in the contact information.

Your press release should provide a good user experience. To help ensure your press release is easy to read, we've developed the following guidelines:

Word Limit

The suggested length is 250 to 400 words. A press release should have a minimum of 150 words, otherwise it will not get picked up by Google News. The word limit is 2000 words.

Grammar and Spelling

Your press release should be free of spelling and grammatical errors. If you use industry jargon acronyms, consider including definitions so the average person can understand them.

Link Text Requirements

  • Link Text Length: The link text for each link must be less than 35 characters.
  • Accurate and clear link text: Your link text must directly relate to the content on your press releases.


Use of bold should be limited to sub-headers.

Bulleted Lists

Present bulleted lists whenever possible. If a list contains more than 7 items than consider breaking it up into two lists.


Excessive or gimmicky capitalization is prohibited because it may result in accidental spam filtering.

Punctuation and Symbols

PRLeap doesn't allow press releases that use gimmicky or unnecessary punctuation or symboles, like the following:

  • Exclamation marks or periods in the press releases's headline, summary or lead paragraph
  • Repeated punctuation or symbols

Before all press releases were prepared for the media. They were written in an objective tone. But today press releases are prepared for a much larger audience: customers, fans and friends. Your target audience may like conversational writing style better than formal writing.


Voice is who the reader hears talking in your press release and tone is the way in which you are doing the writing. Your voice and tone should cater to your audience.

Newspaper Style

Before, all press releases were written for the media using an objective tone. They were written in third-person narrative.

PRLeap today unveiled its new online press release distribution platform.

Conversational Writing

Conversational writing allows you to establish a personal connection with the reader. Just write your press release in a clear and concise way that anyone can understand. When using this style of writing, it's important to find a balance between being enthusiastic about your product without being overly promotional. You will want to write your press release from a first-person plural viewpoint. The first-person singular should be avoided.

Today, we unveiled the new PRLeap, which makes it really easy to create an engaging press release.

First Person Plural (We love)

This point of view is allows you to speak to your customers, while still hearing from the brand instead of just one individual.

Today we unveiled the new PRLeap, which makes it even easier to create an engaging press release.

Solo Practitioners (Artists, Attorneys, Authors, Musicians, etc...)
If you are a solo practioner then your first inclination will be to write in the first person narrative. It's what feels the most natural (the sound of your voice). However, this is counterproductive for you. Your goal is to build your personal brand. You want your press release to be easily found for your name. The best way to increase your search engine visibility is to write about your personal brand from the third-person narrative.

First Person Singular:
My new album is now available for download...

Third Person:
Kanye West's New Album is now available in the iTunes Store

Active Words, Strong Words, and Phrases

Use active words to make your writing more interesting. Use strong words and phrases that engage the reader's attention.

Adult Products

Press Releases may not promote the sale or use of adult products or services, including but not limited to toys, videos, publications, live shows, or sexual enhancement products.

Affiliate URLs

Press Releaes should only promote websites with unique content. We don't allow the promotion of:

  • Bridge pages - Web pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company.
  • Framing - web pages that replicate the look and the feel of a parent site. Your site should not mirror your parent company's or any other site.


Press Releases that promote or reference alcohol must: (i) Comply with all applicable local laws, required or recommended industry codes, guidelines, licenses and approvals.

Back Button

Your site must allow a browser's "Back" button to work. Links to your website must allow users to enter and exit the landing page easily. Once reaching your site, a user must be able to return to the page where they found and clicked on your link by clicking once on their Internet browser's "Back" button.


Press Releases may not directly link a celebrity to a product unless that celebrity is a paid spokesperson for that product or has otherwise authorized the use of their name/likeness.

Competitive Claims, Discounts, Guarantees, and Pricing

All competitive claims must be factually supportable. All discounts, guarantees, and offers in your press release must be up-to-date and must match the content on your website. All products, prices, offers, discounts and guarantees promoted in your press release must be available on your site, or through a basic search on your site.

Duplicate Content

Search engines and targeted online media don't want to see the same press release twice. We can't guarantee Google News will pickup your press release if it was perviously published elsewhere.

Drugs and Tobacco

Press Releases may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco products, or drug or tobacco paraphernalia.


Press Releases may not promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are not allowed.

Hate Speech

Press Releases may not contain "hate speech," whether directed at an individual or a group, based on membership within certain categories. These categories include, but are not limited to, race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language

Intent to Harm

Press releases must not contain any content that is intended to harm or exact revenge upon an individual or group. This includes content intended to: incite, advocate or express hatred, bigotry, racism or gratuitous violence; promote personal opinions attacking an individual or group.


Less is better. Please limit your link count to 1 per 100 words.

Legal News

Press releases referencing legal action or criminal matters must include a case number, court of record, complaint number or other sufficient documentation. They must also be free of potentially libelous material, avoid inflammatory language, hyperbole and unattributed opinions.

Payday or Short Term Loans

Press releases may not promote or link to websites that offer payday or short term loan services.

Online Pharmacies and Supplements

Press releases may not promote sexual enhancement products or sexual enhancement supplements. Press releases promoting online pharmacies are prohibited except for those from U.S. online pharmacies approved by NABP or LegistScript.

Press Releases that promote dietary and herbal supplements are generally permitted, provided they do not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne, ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or questionable by PRLeap in its sole discretion.

Solicitation of Funds

The solicitation of funds is restricted. If the solicitation of funds is promoted in the press release text or occupies a significant portion of your site, the press release landing page should clearly display tax-exempt status such as 501(c)(3) status in the United States, and should state whether the donations are tax-deductible in full or in part. Other countries need to have an equivalent status (must be a registered charity or not-for-profit organization).

However, for the solicitation of political donations, the press release's landing page must clearly state that the donations are not tax-deductible.


Here's a list of the most common mistakes we see new press releases marketers make, which result in accidental spam filtering:

  • Using spammy phrases, like "Click here!", or "Once in a lifetime opportunity!"
  • Going crazy with exclamation points!!!!

Streaming Video Sites

Press releases may not promote or link to streaming video content from premium broadcast providers or television channels without the direct authorization from the original broadcast owner.

Ticker Symbol

PRLeap permits the use of a third party's ticker symbol only with advanced written permission from that third party. If you are unable to provide this, we will ask that any ticker symbols be removed from the press release.

Unacceptable Business Model

Press Releaess may not promote a business model or practice that is deemed by PRLeap in its sole discretion to be unacceptable or contrary to PRLeap's overall marketing philosophy or to any applicable law, including but not limited to multi-level marketing schemes or, work from home programs.

Weapons and Explosives

Press Releases may not promote the sale or use of weapons, ammunition, or explosives.