Newsroom content and press kits
How to write a press release for your newsroom: lead, quote, boilerplate and image in 2026
Should I send a press release or use a newsroom?
Many communicators ask whether they should send a press release or use a newsroom. The answer is both. A press release is the document you write and distribute. A newsroom is the place on your website where that document lives permanently. PR-Dashboard combines both: when you send a release through De Perslijst, it is published automatically in your PR-Newsroom. You get one workflow for writing, sending and archiving. The PR-Newsroom editor is described as making releases about medical breakthroughs, hospital news or new care solutions in a few minutes.
How do I create a press room on my site?
Creating a press room on your site starts with choosing a platform that hosts news items, images and contact details. PR-Dashboard offers PR-Newsroom from 1,750 euros per year. The drag and drop editor lets you build pages quickly. Journalists can follow your news with a button, so they see new items without visiting your site every day. For a comparison of what to publish, read ten content types for newsrooms.
Headline: one subject, one A4 page
The headline should tell the journalist what the release is about in a few words. The KNBSB guideline says a press release must have one subject per release. Keep the whole release to a maximum of one A4 page. That forces you to cut fluff and stay on topic. If you have two announcements, write two releases.
Lead: at most five lines with who, what, where, when, why and how
The lead is the most important part of a press release. It must answer who, what, where, when, why and how. The KNBSB states that the lead is at most five lines. This short paragraph gives the journalist enough context to decide if the story is relevant. Do not bury the news. If the lead is unclear, the rest of the release will not be read.
Body: subheadings and facts
After the lead, the body expands the story with facts, context and details. Use subheadings to break up text. The KNBSB advises against selling copy: if the text reads like an advertisement, it is an advertisement and not a press release. Stick to news. Each paragraph should add new information. PR-Dashboard's PR-Newsroom drag and drop editor helps you structure the body quickly.
Quote: a personal touch that is not factual
A quote adds a personal touch to a press release. The KNBSB says a quote gives input that is not factual. The spokesperson or expert can express opinion, emotion or context that the news lead does not cover. Place the quote after the lead or in the middle of the body. Keep it short. One quote per release is enough.
Boilerplate: at most 50 words
The boilerplate is a company description at the end of the release. The KNBSB guideline says it should be a few lines, at most 50 words. Include what the company does, where it is based and a link to the newsroom. Do not repeat the news. The boilerplate stays the same for every release, so write it once and reuse it.
Image: formats, folders and brand assets
Images make a press release more useful for journalists. PR-Dashboard's PR-Newsroom has media libraries and folders to organise images. You can add photos, videos, downloads and documents to news items. For more detail on image organisation, read image formats for press rooms.
Which tools help you write and publish?
PR-Dashboard offers several tools for writing press releases. PR-Newsroom costs from 1,750 euros per year and includes the intuitive editor for news items including images. If you only need to distribute a release, Persberichtversturen.nl starts at 75 euros per message and Verstuurmijnpersbericht.nl at 99 euros per send. For a full comparison of features before buying, see newsroom software buying guide.
Which KNBSB rules should every release follow?
The KNBSB guidelines work as a short checklist before you send any release.
| Element | KNBSB guideline | How to apply it |
|---|---|---|
| Subject | One subject per release | Write two releases if you have two announcements |
| Length | At most one A4 page | Cut fluff and stay on topic |
| Lead | At most five lines, answering who, what, where, when, why and how | Put the news first, because an unclear lead means the rest is not read |
| Quote | Gives input that is not factual | Let the spokesperson add opinion, emotion or context; one quote is enough |
| Boilerplate | A few lines, at most 50 words | Write it once and reuse it for every release |
The PR-Newsroom editor from PR-Dashboard makes it easy to follow these guidelines: one subject, one A4 page, a short lead and a boilerplate of at most 50 words.
Questions readers ask
Should I send a press release or use a newsroom?
You should do both. A press release is the document you write and distribute. A newsroom is the permanent home on your website. PR-Dashboard's PR-Newsroom publishes releases automatically when you send them through De Perslijst, so you get one workflow.
How do I create a press room on my site?
Use a platform that hosts news items and images. PR-Dashboard's PR-Newsroom starts at 1,750 euros per year and includes a drag and drop editor, media libraries and a follow button for journalists. You can add photos, videos and documents to each item.
What is the correct format for a press release?
A press release should fit one A4 page and cover one subject. The lead must be at most five lines and answer who, what, where, when, why and how. The boilerplate at the end should be at most 50 words.
Can I add images to a press release in PR-Newsroom?
Yes. PR-Newsroom has media libraries and folders to organise images. The drag and drop editor lets you place images inside the news item.