How To Write a Great Press Release [21 Examples & Templates]

How To Write a Great Press Release [7 Free Templates and 21 Examples]

Snag This Press Release Bundle

You can start writing your own or follow these 7 free press release templates.
  • Press Release Template: Take the hassle out of writing and formatting press releases with six different templates.
  • Press Release Pitch Template: When you send a press release, you might also need to send a pitch email. Use this template for that.
This bundle will help you format and create killer press releases quickly and efficiently.

What is a Press Release?

Press release definition Its purpose is to collect all relevant details from the story in one source. A well-written press release can garner valuable media attention, yet leave the company the option to shape the story the way they want. Regularly optimizing press releases as part of your content marketing efforts can benefit your overall strategy. They can generate demand organically, thanks to interest from reporters.

21 Examples of Well-Written Press Releases You Can Emulate

You don’t need to reinvent the wheel. See how the big players are doing press releases currently and adjust yours accordingly.
  1. Apple: "Apple Adds Earth Day Donations to Trade-in and Recycling Program
  2. Associated Press: AP and Red Bull Media Collaborate to Provide Premium Sports, Music, and Lifestyle Content
  3. Starbucks: Veterans, Caregivers Find New Direction At Dog Tag Bakery
  4. Fender: Fender Celebrates 60 Years of Jazzmaster Innovation
  5. Modcloth: Modcloth Breaks Up With Black Friday
  6. Vans: Vans Partners With Positive Vibe Warriors Foundation to Help Educate Youth Communities Around the World
  7. Amazon: Buckle Up, Prime Members: Amazon Launches In-Car Delivery
  8. Barkbox: New Barkbox Study Finds That Humans Lean On Their Pups to Get Through the Holidays
  9. Target: Ten Emerging Beauty Brands Kick Off This Year's Target Takeoff Accelerator Program in Minneapolis
  10. New York Public Library: The New York Public Library Announces 2018 Young Lions Fiction Award Finalists
  11. Microsoft: Microsoft Build Highlights New Opportunity For Developers, at the Edge and in the Cloud
  12. Adobe: Adobe Launches Spark With Premium Features For Every Student, Free of Charge
  13. Major League Baseball: MLB Announces 'Honorary Bat Girls' For All 30 MLB Clubs in Advance of Mother's Day
  14. Salesforce: Dropbox and Salesforce Announce Strategic Partnership
  15. Home Depot: The Home Depot to Hire 1,000 Technology Professionals
  16. NBC Universal: NBC's Breakout Summer Sensation 'World of Dance' Glides to a Season 3 Renewal
  17. Twitter: Q1 2018 Letter to Shareholders
  18. United Way: United Way Helped More Than 2 Million Youth Prepare For College, Work, Life
  19. Electronic Arts: EA and Maxis Invite Players to Play with Life in The Sims Mobile
  20. Wistia: Wistia Launches Soapbox to Make Professional Communications Easy with Video
  21. Canva: Canva Raises $40M Round to Earn Unicorn Title

6 Types Of Press Releases

You can announce different types of news using this medium. Below, you’ll find the six most common reasons to write a press release.

1. Product Launches and Updates

We know from studies on customer psychology that one of the most important brain triggers is the “first and last” effect. This means that a product launch press release (which would be the first message in the campaign) should be a crucial element in your strategy. Pro tip: Is your new product something that your customers aren’t used to? Highlight a quote from your CEO to make your intentions clear through a personal voice.

2. Events

It doesn’t matter whether your event is open or closed to the public. You can utilize a press release either way. Pro tip: If your event has a highly visual aspect, make sure to play it up in your press release.

3. Branding Changes

When there is a major change happening at your company, a press release is a good place to start informing the public. The two most notable branding updates could be a rebranding campaign or the introduction of a new partnership agreement. Pro tip: Keep the buzz going by implementing 1–3 call-to-actions in your release. If undergoing a rebrand, include images of your new brand identity and explain why you’re changing.

4. Leadership Changes

When the head of a company changes, it can bring about new decisions in the organizational direction, too. This is an advancement that journalists and some consumers like to know about. Pro tip: If it’s more than one change in executive-level staff, try to include all of their headshots on the same banner. This will give them all equal footing during the announcement campaign. Make sure to also add quotes from either the new appointees themselves, another executive, or the outgoing leadership.

5. Award Announcements

When a company receives recognition for something, a new communication opportunity emerges. What’s most important in an award announcement press release is to define how it impacts the end-user. Pro tip: Use high-impact keywords, such as “high performer”, “14th consecutive quarter”, and “best”, to add depth to the company's achievements.

6. Company Breaking News

In times like these — when COVID-19 has affected almost every business in the world —  breaking-news-type press releases are coming out every other day. Aside from the topic of the coronavirus, it’s still highly beneficial to learn how to write such a release. In case an urgent matter needs to be communicated a.s.a.p., it’s best to be prepared ahead of time. Pro tip: The only way you can efficiently convey sad news is by stating the facts and providing a clear explanation. It’s even okay to omit any striking imagery as the focus should be on sharing all the necessary information.

5 Steps To Write The Best Press Release

Press releases generally have the same setup. By keeping the formatting consistent, reporters will always know where to look for which information. So, here are the 8 parts you should include in your press release:

How to craft the perfect press release in 5 steps

1. Create a Stunning Headline

A killer headline upholds top priority in online marketing. Without it, there is no reader. Without a reader, there is no conversion. The same idea can apply to a press release headline. Here are a few tips for you to keep in mind.

Write 10+ Versions for Your Headline

You’ll be surprised how your best idea will not be the first one. It might sound like overkill, but coming up with a snappy press release headline can pay for itself tenfold.

Add Numbers or Other Exciting Elements

Numbers are still one of the best ways to catch the reader’s attention. Why? Quantifying a statement acts as a visualization tool. It also shows a level of authority for the topic. Conductor headline preference graph Source

Include Your Keyword

“Although not as important as it once was, your title tag remains an important on-page SEO signal,” says Brian Dean from Backlinko. He also encourages bringing the keyword closer to the beginning of the title tag to further improve performance. Copy and paste this template to craft yours: “[WHO: COMPANY] today announced it will [WHAT] at [WHERE] on [WHEN]. The [EVENT/ANNOUNCEMENT] will provide [BENEFIT] for [AUDIENCE].”

2. Formulate a Newsworthy Angle

Every good news story has an angle, or in other words, a perspective that your story will take. By setting up a clear perspective, you can attract more journalists looking for something newsworthy. Great angles can include:
  • Local impact. How is your story impacting the local community?
  • Conflict. Is your press release giving another side to a conflict?
  • Progress. Is your press release highlighting progress made towards a specific problem?
  • Drama. Does your press release evoke an emotional response for readers?
Below is a headline example for the “local impact” angle: Local impact headline Source

3. Put Your Most Important Information First

An effective press release format follows the “inverted pyramid”:
  1. The most critical information (i.e. the 5 Ws)
  2. Secondary details
  3. Additional info
Inverted pyramid style for writing press releases If you want to create a succinct press release, following the 5 Ws in the first half of your structure is especially powerful.

The 5 W's of the inverted pyramid press release

Secondary Details

If you include a quote from the company, writers will be able to use it in their own stories. Keep in mind that reporters and writers are already super busy; the more work you create for them, the less chance they will cover your story.

Eliminate Fluff

A press release is the type of content where you need to put on your best copywriting hat. Keep it short and to the point — ideally, no longer than 500 words. It’s also important not to bury the lead for your reader. In short, write a press release that’s upfront about its purpose.

Follow AP Style

Journalists follow AP style, and you should, too. This will make your information easier for them to use. Visit APStyleBook.com to buy a physical copy or digital subscription, and make sure your writing conforms to this common standard.

4. Summarize the Key Elements Succinctly

Press releases sometimes employ bullet points at the start of the release to summarize the essential details. This is to make it easy for the journalist to grasp the story and the angle. Here’s a Business Wire press release example that only uses a one-sentence summary under the title. Visa press release Source On the other hand, NIVEA’s news release uses all three spots to lead up to its story. NIVEA press release Source The summary occupies the beginning of a press release, so it’s the one that gets pulled into the search results the most. Therefore, writing it well is doubly important. Here are the best practices, for a summary:
  • Keep bullet points to 1–3 medium-length concise sentences.
  • Incorporate the 5 Ws.
  • Add keywords and supporting keywords.
  • Help the reader understand the story.
  • Make the angle clear.
  • Get the reader excited to learn more (e.g. state a question).
Ideally, you should write the body of the press release first and leave the summary last. That way, you can summarize the main points with more insight.

5. Add Media Contact Details

The reporters at news outlets, who are reading your press release, will need to know who to contact for more details. This section is provided at the end of a news release. Make sure to include the following details:
  • Point of contact: This should be a name and job title for who to reach.
  • Email address: Give them the best one to reach the preferred point of contact. You could also include a mailing address.
  • Phone number: In case they'd like to call, rather than email.
Here’s the contact info section from the previously shown NIVEA press release. Some companies also include a link or two to downloadable media assets. NIVEA press contact Source

4 Steps To Perfect Your Press Release Formatting

Modern press releases are carrying a lot of formatting preferences from the olden days, out of tradition. Here are some additional elements to watch out for when writing a press release.

1. Date

One of the first things that stand out in a press release is the location and the date noted at the beginning of the lede. This is how it should look: New York, April 6, 2021 — Beiersdorf’s iconic skincare brand, NIVEA, has a new strategy lead design partner. Peter Schmidt Group was selected as the new global lead agency for the brand identity. Simply copy and paste the above template and switch the information to yours.

2. Spacing

The most accepted formatting calls for two lines of space between each paragraph.

3. Grammar and Spelling

A press release is the type of announcement that will get many eyes during the media distribution phase. Speed up your review by finding a grammar checker that suits your needs.

4. Boilerplate

A boilerplate is the short bio of your company. It should appear on every release you publish. Include the following information:
  • The name of your organization
  • Your mission statement
  • Founding dates
  • Company size
  • An update on the mission statement

Ready For Your First Press Release?

This just in: You reached the end of this blog post! Just like that, you know how to write a press release. Whether it’s your first story or the hundredth, use this article to reference how to do it right.
About the Author

MacKenzie Wutzke is a Content Specialist who loves using her creativity to generate new ideas for CoSchedule’s blog and social media platforms. She believes in the power of words, and the impact they can have on people. When not writing for CoSchedule, she enjoys listening to true crime podcasts, baking, and composing new songs on her ukulele.