A press release source pack is the evidence bundle behind the copy. It lets an editor trace every material statement to a current source, see who owns the fact and tell whether it is approved for publication.

The pack is not a folder full of screenshots. It is a short claim register linked to the documents that support the final wording. Build it before drafting the headline. That order makes weak claims visible while there is still time to narrow or remove them.

This guide is an editorial workflow, not legal advice. The rules that apply depend on the product, market, audience and channel.

Start with the claims, not the attachments

A typical launch folder may contain a deck, product screenshots, a pricing sheet and an executive quote. None of those files says which sentence each item supports.

Open a table and copy in the material claims you expect the release to make. Include the headline, opening paragraph, numbers, product availability, market coverage, regulatory status and attributed quotations. Add implied claims too. “Available across Europe,” for example, can imply broader eligibility than a product page actually lists.

Use one row per claim:

Proposed claim Primary source Source date Fact owner Approval Final wording
Product is generally available Public product page and release note Date checked Product lead Approved / pending Exact supported sentence
Available in 12 markets Current eligibility page Date checked Operations Approved / pending Name or link the markets
Fees start at 0.5% Live fee schedule Effective date Commercial owner Approved / pending Include conditions
Company is registered for activity X Official register entry Date checked Compliance Approved / pending Name the entity and activity

A source belongs in the pack only when it supports the statement as written. If it proves a narrower point, narrow the copy.

Use a source hierarchy

The strongest source is usually the party responsible for the fact.

For product availability, use the live product page, documentation or release notes. For pricing, use the current fee schedule rather than a sales deck. For a permission or registration, use the named authority’s register and tie it to the legal entity in the release. For survey or performance claims, keep the method, dates, sample and denominator with the result.

Put internal approvals behind those public sources, not in their place. An email from a product lead can confirm that wording is approved, but it does not give a reader a verifiable link.

Our fintech announcement brief shows how to separate product access, market coverage and permission wording. For a joint announcement, use the crypto partnership announcement checklist to define each party’s role and the stage of the work.

Match the evidence to the exact claim

The US Federal Trade Commission says advertisers need a reasonable basis for objective claims before the advertising runs. It looks at both express and implied claims, and the level of evidence depends on the statement. If copy says “tests prove” or names a survey result, the evidence must support that advertised level of proof (FTC advertising FAQs).

That principle is useful even when a release is not written as an advertisement: do not let the sentence promise more than the source demonstrates.

Check five things for every material claim:

  1. Subject. Does the evidence cover the same product, plan and legal entity?
  2. Scope. Does it cover the same countries, customer group and channel?
  3. Time. Is the source current for the date of publication?
  4. Measure. Does the method match the number in the copy?
  5. Stage. Does the source show a plan, pilot, beta, phased rollout or general availability?

A signed agreement can support “the parties signed an agreement.” It does not, by itself, support “the integration is live.”

Treat omissions as part of the fact check

A sentence can be literally true and still leave a misleading impression when a material condition is missing. Treat that condition as part of the claim, not as an afterthought.

In the source pack, give conditions their own field. Record eligibility limits, waiting lists, regional exclusions, pricing thresholds, required approvals and rollout dates. If a condition changes the meaning of the headline, move it into the headline or opening paragraph.

Do not rely on a footnote to repair an overbroad opening. Rewrite the opening.

Add a market and channel check

A release can become a promotion when it invites or induces financial activity. In the UK, the Financial Conduct Authority says financial promotions must be fair, clear and not misleading regardless of the medium. Its overview covers websites and social posts as well as other advertising, and notes that product-specific rules may also apply (FCA financial promotions and adverts).

That does not mean every company announcement is a financial promotion. It means the source pack should record:

  • the markets where the copy will be distributed;
  • whether the text promotes a regulated product or activity;
  • the legal entity making or approving the communication;
  • required risk information or other conditions;
  • who has reviewed the final channel versions.

A link to a longer page does not automatically fix a standalone social post. Review the release, headline, image and cut-down copy as separate pieces.

Keep quotations inside the evidence chain

An executive quote is not a safe place for an unsupported fact. Separate opinion from a factual assertion.

“Customers asked for a simpler workflow” is a claim about customer feedback. The pack should name the evidence and period, or the sentence should be framed more carefully. “We expect the integration to reduce setup time” is a forecast, not a measured result. Preserve that uncertainty.

For every quote, keep:

  • the speaker’s name, title and legal entity;
  • the approved text;
  • the approval date;
  • the source behind any number or factual assertion;
  • confirmation that the quote can be used in the intended markets and channels.

Avoid turning a forecast into a fact when shortening the quote for a headline or social card.

Freeze the version that was approved

Sources change. Pricing pages update, product pages lose preview labels and register entries can be amended.

At final approval, record the URL, page title, date checked and the exact passage or field relied on. When permitted, save a PDF or screenshot with a visible date. Keep the live link as well, because a static capture does not prove the current state later.

Give the final release a version number or timestamp. The approved claim register should point to that version. If the copy changes after approval, reopen the affected rows.

Run the pre-distribution pass

Immediately before publication:

  • reopen every public source;
  • compare every number, date and market with the final copy;
  • confirm that plans and previews are still labeled;
  • check the legal entity and activity in any register reference;
  • verify image, logo and quotation rights;
  • confirm the disclosure and risk wording for each channel;
  • remove claims whose approval is still pending.

Then test the opening paragraph on its own. A reader should be able to tell what happened, when it happened, what is available now and where the evidence comes from.

After distribution, keep the source pack with the publication report. Our press release distribution report guide explains how to separate original placements, syndicated copies and earned coverage.

Source check

Sources checked October 11, 2026.