When a journalist receives your press release and immediately spots formatting errors in the dateline, your message is headed for the trash bin, no matter how newsworthy your announcement might be. Not using proper AP Style formatting is a red flag that signals amateur work, causing immediate rejection before your story even gets read.
Small business owners who compete for media attention, must master the AP style guide press release format, to demonstrate professionalism and credibility that journalists expect. In 2026, with the upcoming 58th edition of the AP Stylebook scheduled for spring publication, staying current with these standards is required.
Understanding the AP Style Guide Press Release Format
The Associated Press Stylebook is journalism’s gold standard for writing and formatting. When small business owners craft press releases using AP Style, they’re speaking the same language as the editors and journalists who will evaluate their announcements.
Why AP Style Matters for Your Business
The AP Stylebook is a living document that updates annually to reflect changes in language, technology, and societal norms. What was acceptable five years ago might not meet current standards. For 2025, recent updates have focused on three critical areas:
- 📱 Technology and cybersecurity terminology
- 🌍 Climate and environment language
- 🤝 Inclusivity and identity guidelines
These updates ensure your press releases use contemporary, respectful language that resonates with modern audiences while meeting professional journalism standards.
The Cost of Ignoring AP Style
When journalists receive dozens or even hundreds of press releases daily, they need quick ways to separate professional communications from amateur attempts. Proper AP Style formatting serves as that initial filter. A single glance at an incorrectly formatted dateline tells an editor that the sender either doesn’t understand professional standards or didn’t care enough to learn them. Including these impressionable details helps your business get coverage.
Mastering the AP Style Press Release Dateline
The dateline represents the most critical element of your press release formatting. This single line at the beginning of your release communicates when and where your news originates, and it must follow precise AP Style conventions.
The Standard Dateline Formula
The proper AP Style dateline structure follows this exact pattern:
CITY NAME, STATE ABBREVIATION (Month Day, Year)
Let’s break down each component:
| Element | Format | Example |
|---|---|---|
| City Name | ALL CAPITAL LETTERS | DENVER |
| State | AP abbreviation (when required) | Colo. |
| Month | Abbreviated (except March-July) | Feb., Sept., Oct. |
| Day | Numeral | 15 |
| Year | Full four digits | 2026 |
| Separator | Em dash after closing parenthesis | — |
Here’s an example:
DENVER, Colo. (Feb. 15, 2026) – Local software company announces new product launch…
The Eight States That Are Never Abbreviated
One of the most important AP Style rules for press release datelines involves eight specific states that always appear in full, never abbreviated. Memorizing this list prevents a common mistake that immediately identifies amateur work:
✅ Alaska
✅ Hawaii
✅ Idaho
✅ Iowa
✅ Maine
✅ Ohio
✅ Texas
✅ Utah
If your press release originates from Austin, your dateline reads: AUSTIN, Texas (March 10, 2026) – not “AUSTIN, Tex.”
When to Include or Omit State Names
Not every city requires a state designation. Major cities that are widely recognized standalone include:
- U.S. cities: NEW YORK, LOS ANGELES, CHICAGO, BOSTON, ATLANTA, MIAMI, SEATTLE, SAN FRANCISCO
- International cities: LONDON, PARIS, TOKYO, ROME, BEIJING, MOSCOW
For these locations, the dateline simplifies to:
NEW YORK (Jan. 20, 2026)
Adding Time to Your Dateline
While time specifications are optional in AP Style press releases, they’re strongly recommended for electronic distribution, particularly when your announcement is time-sensitive or targets international audiences.
When including time, follow this format:
DENVER (Feb. 15, 2026, 10 a.m.)
Important note: Do not include time zone indicators like EST, EDT, PST, or PDT in your dateline. If time zone clarification is necessary, include it within the body text of your press release.
Handling Revised Press Releases
Sometimes you need to update or correct a previously distributed press release. AP Style accommodates this with the “REVISED” designation:
DENVER (REVISED: March 20, 2026) – The product launch has been rescheduled…
This transparent approach maintains credibility while clearly communicating that the information has been updated.
Brackets vs. Parentheses: Making the Choice
AP Style permits both brackets [ ] and parentheses ( ) for enclosing dates in press release datelines. The choice depends on your brand preference, but consistency is essential.
Choose one format and use it across all your press releases:
- DENVER, Colo. (Feb. 15, 2026) (parentheses)
- DENVER, Colo. [Feb. 15, 2026] (brackets)
Switching between formats across different releases creates an inconsistent, unprofessional appearance that undermines your credibility.
AP Style Guidelines for Press Release Body Content
Beyond the dateline, the body of your AP style guide press release must follow specific conventions that journalists expect. These rules cover everything from capitalization to number usage, ensuring your content reads professionally and requires minimal editing.
Capitalization Rules That Matter
AP Style takes a conservative approach to capitalization, using lowercase in many situations where other style guides might capitalize:
Titles and positions: Capitalize formal titles only when they appear directly before a name:
- ✅ President Sarah Johnson announced…
- ❌ Sarah Johnson, President, announced…
- ✅ Sarah Johnson, president of TechCorp, announced…
Company and organization names: Use the exact capitalization the organization uses, but avoid all-caps unless it’s an acronym:
- ✅ IBM, NASA, AP
- ❌ MICROSOFT, GOOGLE
Brand names: Follow the company’s official styling for the first reference, then use standard capitalization:
- First reference: iPhone
- Subsequent: the phone
Number Usage in Press Releases
AP Style has specific rules about when to spell out numbers versus using numerals:
Spell out numbers one through nine:
- “The company hired five new employees”
- “Three products launched this quarter”
Use numerals for 10 and above:
- “The event attracted 250 attendees”
- “Revenue increased by 15%”
Exceptions (always use numerals):
- Ages: “The 5-year-old company”
- Percentages: “A 3% increase”
- Money: “$5 million”
- Addresses: “5 Main St.”
- Times: “10 a.m.”
Technology Terms in 2026
The AP Stylebook’s 2025 updates brought significant changes to technology terminology that remain current for 2026:
| Term | Correct AP Style | Incorrect |
|---|---|---|
| Artificial Intelligence | AI (acceptable on first reference) | A.I. |
| e-mail, E-mail | ||
| Ecommerce | ecommerce | e-commerce, E-commerce |
| Internet | internet (lowercase) | Internet |
| Website | website | web site, Web site |
These changes reflect how technology language has evolved and become commonplace in everyday usage.
Inclusive Language Standards
The 2025 AP Stylebook placed significant emphasis on inclusivity, with guidelines that continue into 2026:
Gender-neutral language: Use gender-neutral terms when the gender is unknown or irrelevant:
- ✅ firefighter, police officer, businessperson
- ❌ fireman, policeman, businessman
Racial and ethnic identifiers: Include race or ethnicity only when relevant to the story, and use the terms individuals prefer:
- Use “Black” and “white” (capitalize Black, lowercase white)
- Use specific identifiers when possible (Mexican American, not just Hispanic)
Disability language: Put the person first:
- ✅ person with diabetes
- ❌ diabetic person
Abbreviations and Acronyms
For abbreviations in your press release body:
First reference: Spell out the full term with the abbreviation in parentheses:
- “The Small Business Administration (SBA) announced…”
Subsequent references: Use the abbreviation alone:
- “The SBA also reported…”
Exceptions: Some abbreviations are so well-known they don’t require spelling out:
- FBI, CIA, NASA, CEO, CFO
Common AP Style Press Release Mistakes to Avoid
Even experienced communicators make AP Style errors that can undermine their press releases’ credibility. Understanding these common pitfalls helps small business owners avoid them.
Date and Time Errors
❌ Using “yesterday,” “today,” or “tomorrow”: These relative terms become confusing when press releases are distributed across time zones or read days later. Always use specific dates.
❌ Incorrect month abbreviations: Remember that March, April, May, June, and July are never abbreviated. All other months use standard abbreviations (Jan., Feb., Aug., Sept., Oct., Nov., Dec.).
❌ Including time zone indicators in datelines: As mentioned earlier, EST, EDT, PST, etc., should not appear in the dateline itself.
Capitalization Mistakes
❌ Over-capitalizing titles: “The Company’s Vice President of Marketing” should be “the company’s vice president of marketing” unless the title precedes a name.
❌ Capitalizing “internet” and “website”: Both are now lowercase in AP Style.
❌ Inconsistent brand name styling: Check the company’s official website for proper capitalization and stick with it.
Punctuation Problems
❌ Using Oxford commas: AP Style does not use the serial comma (Oxford comma) except when necessary for clarity:
- AP Style: “We offer consulting, training and support services”
- When clarity demands: “The menu included pasta, chicken, and mac and cheese” (to avoid confusion)
❌ Incorrect quote attribution: In AP Style, attribution comes after the quote:
- ✅ “We’re excited about this launch,” Johnson said.
- ❌ Johnson said, “We’re excited about this launch.”
Technology and Modern Term Errors
With technology language evolving rapidly, staying current matters:
❌ Hyphenating technology terms: “E-mail” and “e-commerce” are outdated; use “email” and “ecommerce”
❌ Writing out “AI”: In 2026, “AI” is acceptable on first reference without spelling out “artificial intelligence”
❌ Using outdated social media terms: Check the AP Stylebook’s blog for current guidance on emerging platforms and terminology
Implementing AP Style in Your Press Release Workflow
Understanding AP Style rules is one thing; consistently applying them across all your business communications requires systematic implementation.
Creating an AP Style Reference Sheet
Develop a one-page quick-reference guide specific to your business:
Your company’s common terms:
- Product names and their proper capitalization
- Executive titles and names
- Frequently used industry terminology
Your location details:
- Proper dateline format for your headquarters
- State abbreviation (or full name if you’re in one of the eight states)
- Branch office locations and their dateline formats
Your industry-specific terms:
- Technical terminology and how it’s styled
- Acronyms you use regularly
- Competitor names and their proper styling
Investing in the AP Stylebook
While many free resources exist online, the official AP Stylebook provides the most comprehensive and authoritative guidance. For 2026, consider:
The 58th Edition (Spring 2026): The spiral-bound edition scheduled for publication in spring 2026 will include the latest updates and guidance.
Online subscription: The digital AP Stylebook (available at apstylebook.com) provides searchable access and updates throughout the year, making it easier to verify current standards.
Mobile access: The AP Stylebook app allows you to check style questions while drafting releases on any device.
Building a Review Checklist
Before distributing any press release, run through this AP Style checklist:
Dateline verification:
- [ ] City name in ALL CAPS
- [ ] Correct state abbreviation (or full name for the eight states)
- [ ] Proper date format with abbreviated month
- [ ] Em dash after the date
- [ ] Time included if relevant (without time zone indicators)
Body content review:
- [ ] Numbers one through nine spelled out; 10+ as numerals
- [ ] Titles capitalized only before names
- [ ] Technology terms styled correctly (email, ecommerce, website, AI)
- [ ] No Oxford commas except for clarity
- [ ] Quote attributions after the quote
Consistency check:
- [ ] Same bracket/parenthesis style throughout
- [ ] Consistent terminology for products and services
- [ ] Uniform treatment of company and competitor names
Training Your Team
If multiple people in your organization write press releases, establish consistent standards:
Conduct AP Style workshops: Schedule quarterly training sessions to review common mistakes and new updates.
Share the 2026 updates: When the 58th edition arrives in spring 2026, circulate key changes to everyone involved in communications.
Designate an AP Style champion: Assign one person to stay current with AP Stylebook updates and serve as the go-to resource for questions.
Create templates: Develop press release templates with proper AP Style formatting already in place, reducing the chance of errors.
Advanced AP Style Considerations for 2026
As the AP Stylebook continues evolving, staying ahead of changes positions your business as a professional, credible source for journalists.
Climate and Environment Terminology
Recent AP Stylebook updates have provided specific guidance on climate-related terms:
“Climate change” is preferred over “global warming” in most contexts, as it encompasses the full range of environmental changes.
“Climate crisis” or “climate emergency” may be used when appropriate to the context, but “climate change” remains the standard neutral term.
Extreme weather events should be described factually without unnecessary dramatization, focusing on measurable impacts.
Cybersecurity and Data Privacy Language
With data breaches and cybersecurity incidents becoming more common, AP Style has developed specific guidance:
“Data breach” is the preferred term over “hack” when describing unauthorized access to information.
“Cybersecurity” is one word, not hyphenated.
“Ransomware,” “malware,” and “phishing” are acceptable terms without additional explanation in most business contexts.
Seasonal and Event-Specific Guidance
The AP Stylebook regularly provides guidance for recurring events and seasons. For late 2025 into 2026, specific coverage included:
Holiday terminology: Proper styling for Christmas, New Year’s, and other seasonal references
Major events: CES (Consumer Electronics Show) coverage standards and NFL championship reporting guidelines
Seasonal business terms: How to reference fiscal years, quarters, and business cycles
This specialized guidance helps ensure your press releases about seasonal products, holiday promotions, or event participation use current, professional language.
Measuring the Impact of AP Style Compliance
Implementing proper AP style guide press release formatting isn’t just about following rules. It’s about achieving better results from your media outreach efforts.
Tracking Media Pickup Rates
Monitor whether your press releases generate more media coverage after implementing strict AP Style standards:
Before and after comparison: Track pickup rates for six months before and after implementing comprehensive AP Style compliance.
Quality of coverage: Note whether publications make fewer edits to your releases, suggesting they meet professional standards.
Journalist feedback: Pay attention to any comments from reporters about your releases’ quality and professionalism.
Building Long-Term Credibility
“Consistency in professional formatting builds trust with journalists over time. When editors recognize your releases as reliably well-formatted, they’re more likely to give your content serious consideration.”
This credibility compounds with each properly formatted release you distribute, creating a reputation for professionalism that benefits all your media relations efforts.
Return on Investment
Consider the time investment in learning AP Style against the potential returns:
Reduced rejection rates: Fewer releases dismissed immediately due to formatting errors
Faster publication: Less editing required means quicker turnaround from submission to publication
Stronger relationships: Journalists appreciate working with sources who understand professional standards
Enhanced brand image: Professional communications reflect positively on your overall business reputation
Conclusion: Your AP Style Press Release Action Plan
Mastering the AP style guide press release format gives small business owners a competitive advantage in securing media coverage. While the rules may seem detailed, they become second nature with practice and consistent application.
Your Next Steps
Immediate actions (this week):
Acquire the AP Stylebook: Purchase the upcoming 58th edition when it releases in spring 2026, or subscribe to the online version at apstylebook.com
Audit your recent releases: Review your last three press releases against AP Style standards, noting common errors
Create your reference sheet: Develop a one-page quick-reference guide with your company’s specific terms and proper dateline format
Short-term actions (this month):
Build your checklist: Create a comprehensive AP Style review checklist for all future releasesUpdate your templates: Revise press release templates to include proper AP Style formatting by default
Train your team: If others write releases for your business, schedule an AP Style training session
Ongoing practices:
Stay current: Subscribe to the AP Stylebook blog to receive updates about new guidance and terminology changes
Review quarterly: Every three months, audit a sample of your press releases to ensure AP Style compliance remains consistent
Measure results: Track media pickup rates and quality of coverage to quantify the impact of professional formatting
Remember, the AP Stylebook is a living document that evolves with language and society. What matters most isn’t memorizing every rule, but developing a system to verify your formatting and stay current with changes. When the 58th edition arrives in spring 2026, review the updates and adjust your practices accordingly.
By investing time in mastering AP Style now, you’re building a foundation of credibility that will serve your business’s media relations efforts for years to come. Every properly formatted press release strengthens your reputation as a professional source, increasing the likelihood that journalists will take your announcements seriously and give your business the coverage it deserves.
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