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Press release templates

Do you need to send out a press release as part of your marketing strategy but don’t know where to start?

We created some assets to help you correctly format and write your announcement. It is essential to include all of the background info so that journalists and editors can accurately report on your newsworthy story.

Follow the guidelines in this article to make a successful press release.

The importance of sending a press release

A press release is essentially an official statement to the media that informs them of something new or noteworthy about your company. A well-written, effective press release can generate a lot of positive publicity for your business. For many small companies, a news release is one of the best ways to generate media coverage as part of their public relations strategy.

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When writing a press release, it is important to keep in mind that reporters and editors are very busy people. They receive hundreds of pitches every day, so you need to make sure that yours isn’t a drab press release with a monotonous tone, but one that stands out. If it is a well-written and compelling story, you will increase the chances of your pitch being accepted.

How to title a press release

A press release should have a short and compelling headline. This means it should be interesting, timely, and relevant to the reporters’ and editors’ audiences. If you overdo the title, it is unlikely that a journalist will want to read or write about it.

Try to keep it straightforward and avoid casual tones, puns, jokes, or wordplay – stick to professional style guidelines. The title should clearly and concisely describe about what the press release is.

Press release subject line examples

  • New Product Press Release: [Title]
  • [Title] – Product Launch Press Release
  • Upcoming Events Press Release: [Title]
  • [Company Name] News – [Title]
  • Award Press Release: [Title]
  • Breaking News: [Title]
  • [Company Name] Update Press Release: [Title]
  • New Hire Press Release: [Title]
  • Partnership Press Release Announcement: [Title]
  • Acquisition Press Release: [Title]
  • Would you like to cover [Title]?
  • Is this something you would be interested in? [Title]
  • Pitch: [Title]

How to write a press release

Start by including the date and contact details of the writer at the top, then include a catchy headline that accurately reflects the content of the press release. This can make or break your story, so make sure it’s interesting and to the point.

After the headline, write a brief paragraph (lead) that summarizes what the press release is about in one or two sentences. Don’t make it extremely long, as you want reporters to be able to read and understand it quickly. Based on that, they will decide if they wish to write about it.

In the next paragraph, provide more information about your product update, company, or newsworthy event. Be sure to include all relevant details such as who, what, where, when, and why to really sell your story. Include quotes from leadership or people involved in the project, as they will increase credibility and make the press release more interesting to read. Add extra elements such as statistics and other data that support your claims.

Upcoming events press release template example

Finally, end the press release with a call to action and contact details for reporters who want more information. Names and titles of any spokespeople may come in handy here, since reporters or editors may want to get in touch for further comment.

You should also add a so-called boilerplate at the end of the press release. This is a short paragraph that tells reporters and editors a little bit more about your business. Include information such as your company’s history, mission statement, and any awards/recognition you’ve received or a charitable achievement that has been made.

What to include in a press release

  • date and contact information
  • a catchy headline
  • a brief paragraph (lead)
  • pertinent details about your product, company, or upcoming event
  • quotes from leadership or people involved in the project
  • statistics and other data that support your claims
  • a call to action and contact details (e.g. phone number, email address, social media accounts for reporters who want more information)
  • boilerplate

Press release examples and templates

New product press release: [Title]

For immediate release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[City, State]: [Company Name] is launching [Product] on the public release date of [Launch Date] to help [Target audience] with [Problem].

“We are very excited about our new product launch for our customer base,” said [Name], [Position] at [Company Name]. “This original release is going to change the customer experience for the better.”

The [Product] is available for purchase at [Website] for a price of $[X].

[Company Name] is a [Type of Business] that helps [Target audience] by [What the company does]. It is headquartered in [City], [State], and has been in business since [Year].

[Title] – Product launch press release

For release on: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[City, State]: The new [Product] in the [Range] will have a public release by [Company Name] on [Launch Date]. The key product features include:

Feature 1
Feature 2
Feature 3

“[Quote],” said [Name], [Position] at [Company Name]. “[Further Quote]”.

For more information, please visit [Website].

About [Company Name]: [Company History]

Upcoming events press release: [Title]

For immediate release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

On [Date], [Company Name] will be hosting a special event to coincide with their new product release of [Product]. The event will occur at [Location] and start at [Time]. It will include a presentation by company representatives, followed by a Q&A session. Light refreshments will be served.

For more information, please visit [Website].

About [Company Name]: [Company History]

[Company Name] News – [Title]

For release on: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[City, State]: [Company Name] is today announcing a new round of funding for $[X] at a valuation of [Total Valuation (if disclosed)], which was led by [Lead Investor] with participation from [Other Investor (if applicable)].

“[Quote from Investor],” says [Name], [Position] at [Lead Investor]. “[Additional Quote from Investor].”

[Name], [Position] at [Company Name], added: “[Quote from Company]”.

The areas that the company will focus on thanks to this new round of funding are:

Focus 1
Focus 2
Focus 3…

About [Company Name]: [Accomplishments].

Breaking news: [Title]

For immediate release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[Subtitle]

[City, State]: [Company Name] is announcing the commencement of a new partnership with [Partner Name] as of [Date], with the aims to:

Objective 1
Objective 2
Objective 3…

“[Quote from Company],” says [Name], [Position] at [Company Name]. “[Further Quote from Company].”

[Name], [Position] at [Partner Name], added: “[Quote from Partner]”.

About [Company Name]: [Company Accomplishments].

About [Partner]: [Partner Accomplishments].

New hire press release: [Title]

For release on: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[Subtitle]

[City, State]: [Company Name] would like to announce the appointment of [Name of New Hire] will be joining as [New Hire’s Position], effective of [Start Date].

[Name of New Hire] will be joining [Company Name] from [Previous Company], where they were a [Previous Position] for [X] years, making them an industry authority in the [Industry].

To help us achieve the goal of [Objective], [Name of New Hire] will be bringing the following experience in [Area of Expertise] to [Company Name]:

Experience 1
Experience 2
Experience 3

“[Quote from New Hire],” says [Name of New Hire]. “[Additional Quote from New Hire].”

[Name], [Position] at [Company Name], added: “[Quote from Company]”.

About [Company Name]: [Company History].

[Company Name] Update press release: [Title]

For immediate release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[City, State]: [Company name] is today announcing the successful accomplishment of [Milestone]. This achievement is a major step towards our mission to [Objective].

“[Quote from Company],” says [Name], [Position] at [Company Name]. “[Further Quote from Company].”

This news follows many other recent accomplishments made by [Company Name], including:

Professional Achievement 1
Professional Achievement 2
Professional Achievement 3

To learn more about [milestone], please visit [Website].

About [Company Name]: [Company History].

Award press release: [Title]

For Immediate Release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[Subtitle]

[Company Name] was named as the winner of [Award Name] at [Event Name], hosted by [Awarder] on [Date of Award]. This award recognizes recent [Accomplishment] by [Company] in the field of [Area of Accomplishment].

“[Quote from Awarder],” says [Name of Awarder]. “[Additional Quote from Awarder].”

[Name], [Position] at [Company Name], added: “[Quote from Company]”.

[Company Name] was selected as the winner thanks to achieving the best results in the following categories:

Criteria 1
Criteria 2
Criteria 3

About [Award Name]: [Previous Winners].

About [Company Name]: [Company Accomplishments].

Partnership press release announcement: [Title]

For release on: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[City, State]: [Company name] is today announcing that it has signed partnerships with the brand [Customer Name] as their [Product/Service Name] provider.

We are excited to partner with [Customer Name] to bring business growth for both companies and to provide [Target audience] with the following benefits:
Benefit 1
Benefit 2
Benefit 3…

“[Quote from Company],” says [Name], [Position] at [Company Name]. “[Further Quote from Company].”

[Customer Name], added: “[Quote from Customer]”.

About [Customer Name]: [Customer Accomplishments].

About [Company Name]: [Company Accomplishments].

Acquisition press release: [Title]

For immediate release: [Date]

[Contact Name], [Position]

[Company Name]

[Phone number]

[Email address]

[Title]

[Subtitle]

[City, State]: We can announce today that [Company Name] has [merged with/acquired/been acquired by] [Merger Company], effective as of [Merger Date]. Together, the two companies have a combined market share of [X]%, making the new business an industry leader in the area of [Industry].

“[Quote from Merger Company],” says [Name], [Position] at [Merger Company]. “[Further Quote from Merger Company].”

[Name], [Position] at [Company Name. added: “[Quote from Company]”.

For more information on how the [merger/acquisition] will affect the existing and potential customer bases of both companies, please visit [Website].

About [Merger Company]: [Merger Company History].

About [Company Name]: [Company History].

Would you like to cover [Title]?

Dear [Reporter’s Name],

We would like to invite you to cover [Company Name]’s upcoming newsworthy event, [Event Name]. The event will take place on [Date], at [Location], and will start at [Time]. There will be a presentation by the firm’s representatives followed by a question-and-answer session, and light refreshments will be provided.

For more information, please visit [Website].

About [Company]: [Company History]

If you are interested in attending or covering the event, please RSVP by clicking here [CTA]. If you have any further questions, please don’t hesitate to get in touch.

We hope to see you there.

Kind regards,

[Name], [Position] at [Company Name].

[Email address]

[Phone Number]

Is this something you would be interested in? [Title]

Hello [Reporter’s Name],

We came across your article, [Article Name], and noticed that you have a background in [Area of Expertise]. Given this, we thought you might be interested in covering a story about our [Announcement].

We would be happy to provide you with more information, or answer any questions you may have. You can reach us at [Email Address] or [Phone Number].

Thank you for your time, and we hope to hear from you soon.

Best,

[Name], [Position] at [Company Name]

Pitch: [Title]

Hi [Reporter’s Name],

I hope you’re doing well. I am writing to you because I am familiar with your reporting on [Area of Expertise]. Given this, I wanted to pitch you a story about [Company News Stories].

I think this would make for a great article, and I would be happy to provide you with more information or answer any questions you may have. You can get back to me at [Email Address] or [Phone Number].

Best wishes,

[Name], [Position] at [Company]

Press release good practices

To write a good press release, you need to keep a few things in mind:

  • Keep your PR pitch rather short – reporters and editors are very busy people who receive typically 1-5 pitches every day, so you need to make sure that yours stands out. If you create a well-written and interesting press release like an elevator pitch, you’re more likely to capture their attention.
  • Add “for immediate release” if your press release is ready to be published right away – this will give more weight to your story.
  • Send your press release to relevant media outlets – make sure you target the right reporters and editors who are likely to be interested in your story.
  • Write a captivating headline – use benefits over features to make it more interesting for the reader.
  • Include high-impact keywords – as additions to headlines, this will help journalists find your story more easily via search engines, social media platforms, or otherwise. Conduct keyword research to discover what terms amongst all the industry jargon are most likely to cut through.
  • Consider adding examples of multimedia content such as images, videos, and/or interactive elements – visual elements can make your story more visually appealing and help you capture the attention of busy reporters. Think about audience engagement, even for a press release.
  • Follow up with the reporter or editor after sending your press release – to make sure they received it and to see if they have any questions.
  • Write a brief paragraph (lead) that summarizes what the press release is about.
  • Maintain a consistent brand voice – this is especially important if the press release concerns a merger or cooperation with another company involving cross promotion.
  • Include quotes from leadership or people involved in the project – they add credibility and make the press release more interesting to read. These might include quotes from organizations, quotes from partners, your CEO/other executive, or customer quotes, depending on the type of announcement.
  • Add extra information about the company – a fluffy background business description can contribute to a persuasive press release
  • Insert extra elements such as statistics and other data that support your claims – this shows that you have done your research and helps to make your story more credible.
  • Formulate a call to action and contact information for reporters who want more information – this gives them instant access to get in touch with you.
  • Personalize your pitch – each one should be personalized to the specific reporter or outlet you’re sending it to and their journalistic style, not just the same mass email to your entire email list.

Summary

Writing a press release can be extremely rewarding for your business, but it will most likely also be a lot of work. If you’re not sure where to start or are feeling overwhelmed by the process, consider using a press release template. It still may take some time and experience to actually get it published, but a press release template can be an excellent way to get started.

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Frequently asked questions

What is the standard press release format?

There is no one correct answer to this question, but there are some general tips that you should keep in mind. Make sure that your press release is easily scannable for busy reporters. Be sure to use proper grammar and punctuation. Finally, make sure to include all of the necessary information (e.g. date, time, and contact information). The common press release format of the date and title at the top, followed by contact information, has been used in the above examples. You can use each example of a different announcement press release template above and organize pitches by type so that you can quickly get the word out whenever you need to.

When should I send out my press release?

This is entirely up to you, according to the newsworthiness of your announcement and your public relations strategy. If you have a time-sensitive press release, it is best to send it out as soon as possible. For an event press release template, you will want to allow extra time in advance so that your event marketing strategy can achieve the best possible results. However, if it is not time-sensitive, you may want to wait until you have more information or are closer to the event date.

Is an online press release or a PDF press release better?

It really depends on your audience and what you are trying to achieve. If you are targeting journalists, it is probably best to stick with the common type of text-based press release. However, if you are targeting consumers or businesses, an online marketing campaign that includes interactive images, videos, interactive content, and/or infographics may be more effective.

How long should my press release be?

Again, there is no one correct answer to this question. Even though most press releases are between 400 and 800 words, sometimes you can catch editors’ attention with a direct tone and as little as 200 words. It really depends on the story you are trying to tell and how much information you have to share.

Who should I send my press release to?

Your list of media contacts will be different from anyone else’s. Start by making a list of local, regional, and national media outlets that might be interested in your story, then research the specific reporters and editors who cover your industry or issue. Don’t forget to personalize each email or pitch so that it catches the recipient’s attention. As you get to know the contacts on your list better, it will become easier to tailor your messages to different journalists over time and make creative replacements to each primary keyword in order to appeal to different key audiences. You can also use a distribution service to make sure a major outlet shares your announcement campaign for you. Distribution platforms like Business Wire will help get more eyes on your press release. Finally, don’t just use social media platforms for customer service, but also encourage your followers there to engage with your content through comments. This is also a way of expelling any customer doubts and thus increasing customer trust in your company.

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