A well-crafted press release can be an effective tool for getting your company or organization's news, products, or services to grab the attention of media and potential customers.
Whether you're announcing a new product, a partnership, or an upcoming event, a press release can help you attract media attention, generate buzz, and ultimately achieve your goals.
In this guide, we'll walk you through everything you need to know about writing a good press release, including the essential elements, best practices, and some great press release examples. Plus, we'll provide you with a free press release template to make your work even easier.
Let's dive in!
What is a Press Release/News Release?
A press release, also known as a news release, is an official statement or announcement issued by a company or organization to the media. Press releases are often used to announce news, events, or other important information to the public. The purpose of a press release is to attract media attention and generate news coverage.
The Benefits of Writing a Press Release
There are several benefits to writing a press release:
- Increased visibility: Press releases can help you get your news in front of a wider audience through media coverage and online distribution.
- Credibility: Media coverage can help establish your organization as a credible source of information in your industry.
- SEO: Press releases can help improve your website's search engine rankings by generating backlinks to your site.
- Cost-effective: Press releases can be a cost-effective way to promote your organization's news and events compared to other forms of advertising.
Sample Press Release Format
Let;s have a look at examples of a press release for an event. A well-crafted press release typically includes these seven essential parts:
- Headline: A catchy headline is essential for an effective press release. The title should be well-written and entice the user to click.
- Dateline: The first line of the first paragraph of a news release should state the dateline. The recipient ought to be certain that they are getting the most recent data.
- Introduction: This is the most important part of your press release, Most journalists don’t bother reading beyond the first few sentences. So try to share all the important info in this section.
You can also use an AI content generator like the Scalenut blog introduction generator to help you create the most engaging introduction to your press releases. - Body: The body consists of a few paragraphs that provide additional details about the news. Include important statistics and insights in these paragraphs.
- Boilerplate: This is a short paragraph at the end of the release that provides a short introduction about the company.
- Contact information: This section includes the name, phone number, and email address of the person who can be contacted for more information.
- Call-to-action: The final sentence of your PR that encourages readers to take action, such as visiting the organization's website or attending an event.
By including these elements, you can create a press release that is clear, concise, and effective at generating media coverage and interest in your organization's news or events.
Here is a sample press release template that you can use as a starting point for your own press release:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the topic or news you're announcing]
[Body - Provide more details about the news, including quotes from relevant people if possible. It's a good idea to include the following sections in your press release:
- What: Describe the news or event in more detail.
- Who: Introduce the company or people involved in the news or event.
- When: Provide the date, time, and location of the event or news.
- Where: Explain the location of the event or news.
- Why: Explain why this news is important or noteworthy.
- How: Explain how the news or event will take place, or how customers or readers can take advantage of it.
- Call-to-action: Include a statement that encourages readers to take action or visit a website for more information.]
[Boilerplate - Provide a brief summary of the company or organization, including its history and mission statement.]
[Contact Information - Provide contact information for media inquiries or questions about the news.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
Here is an example of how the above format/template could be filled out:
Acme Corp Launches New Product Line
New York, NY - March 1, 2023
Acme Corp, a leading provider of innovative products for the health and wellness industry, today announced the launch of its new product line. The new line includes a range of supplements, snacks, and beverages designed to support a healthy lifestyle.
"We're excited to introduce our new product line," said John Smith, CEO of Acme Corp. "We've spent months developing these products, and we're confident they will resonate with our customers who are looking for convenient and effective ways to support their health and wellness goals."
Acme Corp Launches New Product Line Who: Acme Corp When: March 1, 2023, New York, NY.
Acme has taken another step to provide customers with convenient and effective ways to support their health and wellness goals.
The new product line includes supplements, snacks, and beverages made with high-quality ingredients and designed to support a healthy lifestyle.
Visit our website to learn more about our new product line and to place an order today!
Acme Corp is a leading provider of innovative products for the health and wellness industry. Founded in 2005, the company has a reputation for producing high-quality, effective products that help people live healthier lives.
For more information about the new product line or to request an interview with John Smith, please contact Jane Doe at jane.doe@acmecorp.com or (555) 555-5555.
Note: Remember to replace the text in brackets with your own content, and adjust the formatting as needed to suit your needs.
Press Release Template to Download
Here are sample press release templates for product releases, partnership announcements, and event participation. You can use these as starting points for your own press releases, and you can also download these templates by clicking on the links provided.
- Product Launch Press Release Template:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the new product]
[Body - Provide more details about the product, including its features and benefits. It's a good idea to include the following sections in your press release:
- What: Describe the new product in more detail.
- Who: Introduce the company or people involved in the product launch.
- When: Provide the date of the product launch.
- Where: Explain where the product will be available for purchase.
- Why: Explain why this product is important or noteworthy.
- How: Explain how customers can purchase the new product.
- Call-to-action: Include a statement that encourages readers to purchase the product or visit a website for more information.]
[Boilerplate - Provide a brief summary of the company or organization, including its history and mission statement.]
[Contact Information - Provide contact information for media inquiries or questions about the product launch.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
- Partnership Announcement Press Release Template:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the partnership]
[Body - Provide more details about the partnership, including its purpose and benefits. It's a good idea to include the following sections in your press release:
- What: Describe the new partnership in more detail.
- Who: Introduce the companies or people involved in the partnership.
- When: Provide the date of the partnership announcement.
- Where: Explain where the partnership will take place.
- Why: Explain why this partnership is important or noteworthy.
- How: Explain how the partnership will benefit customers or readers.
- Call-to-action: Include a statement that encourages readers to learn more about the partnership.]
[Boilerplate - Provide a brief summary of the companies or organizations involved in the partnership, including their histories and mission statements.]
[Contact Information - Provide contact information for media inquiries or questions about the partnership announcement.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
- Event Participation Press Release Template:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the event and your participation in it]
[Body - Provide more details about the event, including its purpose and benefits. It's a good idea to include the following sections in your press release:
- What: Describe the event in more detail.
- Who: Introduce the organizers and participants of the event.
- When: Provide the date and time of the event.
- Where: Explain where the event will take place.
- Why: Explain why this event is important or noteworthy.
- How: Explain how your participation in the event will benefit customers or readers.
- Call-to-action: Include a statement that encourages readers to attend the event or learn more about your participation in it.]
[Boilerplate - Provide a brief summary of your company or organization, including its history and mission statement.]
[Contact Information - Provide contact information for media inquiries or questions about the event participation.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
- Personnel Announcement Press Release Template:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the personnel announcement]
[Body - Provide more details about the personnel announcement, including the person's name, job title, and role. It's a good idea to include the following sections in your press release:
- Who: Introduce the person and their job title.
- What: Explain the purpose of the personnel announcement.
- When: Provide the date of the announcement.
- Where: Explain where the person will be working.
- Why: Explain why this personnel announcement is important or noteworthy.
- How: Explain how the person's new role will benefit the company or organization.
- Call-to-action: Include a statement that encourages readers to learn more about the person or the company.]
[Boilerplate - Provide a brief summary of the company or organization, including its history and mission statement.]
[Contact Information - Provide contact information for media inquiries or questions about the personnel announcement.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
- Award Announcement Press Release Template:
[Headline in Title Case]
[Dateline - City, State - Date]
[Introduction - Briefly introduce the award announcement]
[Body - Provide more details about the award, including its significance and the recipient's achievements. It's a good idea to include the following sections in your press release:
- What: Describe the award in more detail.
- Who: Introduce the recipient of the award.
- When: Provide the date of the award announcement.
- Where: Explain where the award will be presented.
- Why: Explain why this award is important or noteworthy.
- How: Explain how the recipient earned the award.
- Call-to-action: Include a statement that congratulates the recipient or encourages readers to learn more about the award.]
[Boilerplate - Provide a brief summary of the company or organization presenting the award, including its history and mission statement.]
[Contact Information - Provide contact information for media inquiries or questions about the award announcement.]
[End the press release with three # symbols centered on a new line to indicate the end of the press release.]
Types of Press Releases
A press release is a piece of content that can be used to announce various types of news or events related to a company or organization. Here are some of the most common types of press releases:
Product launches
Product launches are one of the most popular reasons to issue a press release. A product launch press release should introduce the new product and explain its features and benefits. The press release should also highlight what sets the product apart from the competition.
Product Updates
A product update press release is issued to announce updates for an existing product. This could be anything from a minor bug fix to a major feature update. The press release should explain what the update is and how it benefits the user.
Mergers and Acquisitions
A merger or acquisition press release is issued when two companies merge or when one company acquires another. The press release should explain the details of the merger or acquisition, including the names of the companies involved, the terms of the deal, and the benefits of the merger or acquisition.
New Partnerships
A new partnership press release is issued when a company forms a new partnership with another company. The press release should explain the details of the partnership, including the names of the companies involved, the purpose of the partnership, and the benefits of the partnership.
Awards
An award press release is issued when a company or individual receives an award or recognition. The press release should explain the details of the award, including who received it, what the award is for, and the significance of the award.
Events & Grand Openings
An event or grand opening press release is issued to announce an upcoming event or the opening of a new location. The press release should explain the details of the event or grand opening, including the date, time, location, and purpose of the event.
Executive Team Changes
An executive team change press release is issued when there is a change in the leadership of a company. The press release should explain the details of the change, including who is leaving and who is taking their place.
Rebranding
A rebranding press release is issued when a company undergoes a significant change in its branding or identity. The press release should explain the reasons for the rebranding, what changes have been made, and how the new branding will benefit the company.
How to Write a Press Release
Writing an effective press release is essential to getting your news noticed by the right audiences. Here are the key steps to follow:
1. Identify newsworthy angle
The first step to writing a press release is to identify a newsworthy angle. Your news must be timely, relevant, and interesting to your target audience/buyer persona. Your angle should be focused on the most newsworthy aspect of your story.
Also read: 8 buyer persona templates and tools you can use right away
2. Write an appealing press release headline
The headline is the first thing that the target audience will see, so it's important to make it attention-grabbing. It should be short, catchy, and convey the main message of your press release.
3. Summarize your story in your subtitle
The subtitle should summarize your story in one or two sentences. It should give readers a brief overview of what your press release is about and entice them to read further.
4. Offer quotes and background information about the topic
Include quotes from key stakeholders or experts to add credibility to your story. You can also provide background information to give context and help readers understand why your news is important.
5. Summarize the "who" and the "what" in a boilerplate
A boilerplate is a brief paragraph that summarizes your company or organization. It should include the name of your company, a brief description of what you do, and any important information that readers should know about you.
6. Limit to one page
If you can, keep your press release to one page. Journalists are busy people who get a lot of press releases every day, so they like it when you get to the point quickly. Make sure that your press release can be quickly scanned and read.
Remember that the goal of your press release is not to tell the whole story, but to get the attention of journalists and publications. Keep your news writing short and focus on the most important aspects.
Press Release Examples
To help you better understand how to write an effective press release, let's take a look at some real-world examples. Here are five good press release examples that showcase different types of news and provide key takeaways:
- Merger Press Release Example - Disney and 21st Century Fox
The merger between Disney and 21st Century Fox was one of the biggest media deals in recent history. The press release announcing the merger was well-crafted and highlighted the benefits of the merger for both companies.
Key takeaways include the importance of emphasizing the benefits of the merger for all stakeholders and using clear and concise language.
- Partnership Press Release Example - Nike and Apple
Nike and Apple's partnership to create the Apple Watch Nike+ was a game-changer for fitness enthusiasts. The press release announcing the partnership was to the point, highlighting the key features of the new product.
Key takeaways include the importance of focusing on the benefits of the partnership and using attractive words and phrases like “perfect running partner” that engages the reader.
- Event Press Release Example - Apple WWDC 2022
Apple's Worldwide Developers Conference (WWDC) is an annual event that attracts thousands of attendees from around the world. This is a great example of a press release announcing for event. The WWDC 2022 press release was detailed and informative, providing all the information attendees needed to know.
Key takeaways include the importance of providing all the essential details about the event, including dates, locations, and registration information.
- Product Release Press Release Example - Amazon Echo
The Amazon Echo is a popular voice-activated smart speaker that has transformed the way we interact with technology. The press release announcing the Echo was well-crafted and focused on the key features of the new product.
Key takeaways include the importance of focusing on the unique features of your product and emphasizing how it will benefit your target audience.
- Award Press Release Example - Globe
A digital solutions platform based out of Philippines, Globe, published a press release soon after they were declared the winner in the category “Best Corporate Governance Company- Teleco” by a popular awards event called International Finance.
Key takeaways include the importance of emphasizing the reasons why they received an award and establishing credibility with the readers.
By studying these press release examples, you can learn key aspects of a press release that will help you craft an effective one for your own news. Whether you're announcing a merger, partnership, event, product release/update, or an award, these examples can help guide your writing and ensure that your news gets the attention it deserves.
Press Release Publishing and Distribution tips
In today's fast-paced business world, the ability to communicate your company's latest news and achievements quickly and effectively is crucial. A well-written press release can help you get the desired attention that will help to spread the word about your business.
1. Identify the journalists and media outlets you want to reach out to
Before you publish your press release, it's important to identify the journalists and media outlets that you want to target. This will help you tailor your press release to their specific interests and preferences, increasing the likelihood of them covering your story.
2. Send a compelling cold pitch to journalists and media outlets
Once you've identified the journalists and media outlets you want to reach out to, it's time to craft a compelling cold pitch to grab their attention. You can find their email addresses by searching for [reporter name] + [news outlet] + email address.
Alternatively, you can also reach them via LinkedIn. Checkout our in-depth guide on How To Message Someone On Linkedin (+ Email Templates) for more information and actionable tips.
3. Send the release to top journalists at least a week before publication
It's important to give journalists ample time to review and consider your press release before publication. Ideally, you should send your press release to top journalists at least a week before your desired publication date. This will give them enough time to review your story and decide the strategy, if they want to cover it.
4. Create a PR distribution plan
In addition to reaching out to journalists directly, you can also use a variety of distribution channels to get your press release to reach a wider audience. This might include publishing the press release on your own website or social media channels, or using a distribution service to reach a broader network of journalists and media outlets.
5. Share your media coverage when published
Finally, once your press release has been published or covered by journalists, it's important to share this coverage with your own audience. This can help build credibility and awareness around your brand, as well as provide valuable social proof that can be used in future marketing efforts.
A great press release can be a powerful tool of marketing, helping you to build credibility, attract new customers, and enhance your brand's reputation. Whether you're announcing a product or service launch, partnership, or executive team change, a well-written press release can help you to make a splash in the media and take your business to the next level.
Use Scalenut AI to start writing compelling press releases
Using Scalenut AI Writer, you can streamline your press release writing process and create high-quality content that resonates with your target audience. Whether you are an individual or a business, Scalenut AI Writer can help you achieve your communication goals with ease. So why not give it a try today and experience the benefits yourself?
Writing the best press releases requires careful planning and attention to detail. By following the tips and strategies outlined in this guide, you can create press releases that grab the attention of journalists and media outlets, while effectively communicating your message to your target audience.
With the help of Scalenut AI Writer, you can take your press release writing to the next level, producing compelling content that engages and informs your readers. So what are you waiting for? Start writing great press releases today!
Q1. What are the 7 parts of a press release?
Ans: A well-written press release typically consists of the following seven parts:
1. Headline: The headline is the first thing that catches the reader's eye and should be attention-grabbing and informative.
2. Dateline: The dateline provides the date and location of the announcement, as well as the company name.
3. Introduction: The first paragraph of the press release should provide a concise summary of the announcement, including the who, what, when, where, and why.
4. Body: The body of the press release provides more detailed information about the announcement, including quotes from key stakeholders or experts, supporting facts and data, and information about the impact or significance of the announcement.
5. Boilerplate: The boilerplate is a standard paragraph that provides background information about the company, such as its mission, history, and products or services.
6. Contact information: The press release should include contact information for a media representative or spokesperson who can answer questions or provide more information.
7. Call to action: The press release should end with a call to action, such as an invitation to attend an event, request for more information, or a link to a website or landing page.
Q2. What are the three most important words in a press release?
Ans: The three most important words in a press release are "new," "best," and "announce." Using these words in the headline and throughout the press release can help to make your announcement more newsworthy and increase the likelihood that it will be picked up by media outlets.
Q3. What are five rules when writing a press release?
Ans: Here are five general tips to keep in mind when writing a press release:
1. Keep it newsworthy
2. Write in a journalistic style
3. Target your audience
4. Focus on the headline and lead paragraph
5. Use strong verbs
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