Examples of Press Releases (With Free Template Downloads)

In today’s fast-paced news cycle where people get their information from a variety of sources, including social media, it’s necessary for businesses to actively share important company updates with the public. While there are many ways to share information, press releases are an excellent way to get information about your company into the news cycle. You can use press releases as a tool for sharing a variety of company updates. 

 

Learn what a press release is, understand what press releases are used for, review different types of press releases, assess tips for writing press releases and evaluate answers to frequently asked questions about press releases. 

 

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What is a press release?

Press releases are succinct statements, typically a page or two, that share important news with the public. Usually, companies send press releases to journalists or news organizations who then take the provided information and include it in their news broadcast or publication. 

 

Related: How to Hire a Communications Manager

 

What is a press release used for?

You can use press releases for a variety of reasons. Most often, companies use press releases to share announcements with the public. Common reasons for creating a press release include: 

 

  • Media coverage: Press releases are an excellent way to get media coverage on a new product or change in leadership. 
  • Brand awareness: The more frequently your company’s name is in the news, the more familiar people will become with it. 
  • Crisis management: Should your company face hardship or crisis, a press release can help you control the narrative. 
  • Back link building: Sharing company information through news channels allows you to back link to reputable sources. 
  • Marketing: Sharing information through the press about a new product or service can attract the attention of potential buyers. 

 

Three different types of press releases

Press releases can take a variety of forms and styles. Consider three of the most common types of press releases with templates: 

 

1. Event press release

Businesses use event press releases to share information about events they’re hosting, sponsoring or attending. For event press releases, the key information to include is the name, location, date and time of the event. Use this template to help you structure your event press release:

 

[Company name]

FOR IMMEDIATE RELEASE

 

[Company contact name]

[Phone number]

[Email]

[Website]

 

[Headline]

What: [Name of the event]

Where: [Location of the event]

When: [Date and time of the event. Include time zone.]

Details: [Include pricing, dress code and any other important event details.]

 

[Paragraph explaining the event in detail]

 

Sponsors:

[List any sponsors]

 

[Provide a boilerplate description of your business and the services and products you provide.]

 

2. Crisis press release

Crisis press releases help companies mitigate any negative impacts from a major challenge the company faced or is facing. This type of press release can help your business manage the details of the story and share positive news for how you’re mitigating damage. Use this template to create your own crisis press release:

 

[Company name]

 

[Release date — choose a date on which your company will be prepared to answer any questions.]

 

[Company contact name]

[Phone number]

[Email]

[Website]

 

[Headline]

[Explanatory paragraph that provides the basic details of the company crisis.]

[Body paragraph that describes the incident in detail.]

[Body paragraph that provides a solution or plan to mitigate damage caused by the crisis.]

[A quote from a company leader reassuring the public about the status of the company.]

[A call to action that tells readers where they can go for up-to-date information.]

 

3. New product press release

Businesses use new product press releases to share details about a new product or service they’re introducing to the marketplace. Often, rather than a full description of every single feature or element of the new product, the press release describes only those features that differ from competitors or updates not available on previous products. Use this template to help you craft your own new product press release: 

 

[Company name]

 

FOR IMMEDIATE RELEASE

 

[Company contact name]

[Phone number]

[Email]

[Website]

 

[Headline]

Product name: [Name of the product]

SRP: [Price of the product]

Launch date: [Date the product will be available in stores]

Retailers: [Where the product will be sold]

 

[Body paragraph that describes the product’s main features.]

[A quote from a company leader about the efficacy of the product.]

[Body paragraph that provides information about the company.]

[A call to action that tells readers where they can go for more information about the product.]

 

Press release template for PDF & Word

Check out our press release template to help you to share announcements with the public.

 

Download PDF for Free

 
Download Word for Free

 

*Indeed provides these examples as a courtesy to users of this site. Please note that we are not your HR or legal adviser, and none of these documents reflect current labor or employment regulations.

 

Tips for writing a press release

Press releases vary in style and tone from other forms of content you might write for your business. Use these tips to help you craft press releases that will help your company reach its goals:

 

Write like a journalist

To gain the attention of the journalists and publishers with whom you’re sharing your content, ensure your press release is direct and explanatory. Unlike marketing copy, which may use more subtlety or specific word choices, your press release should be obvious and easy to understand. 

 

Consider the value

Make sure the press release provides value to the publication or agency to which you’re sending it. To do this, take a look at the publication or broadcast to ensure their audience will have an interest in or benefit from learning about your product, service or company. 

 

Use the inverted pyramid

Follow the journalism principle of the inverted pyramid to structure your press release. The bulk of the release should focus on the most relevant information, like what’s happening, when it’s happening and why it’s happening. After you’ve listed the most vital details, you can include secondary information like quotes and boilerplate copy. 

 

Provide quotes

While quotes aren’t usually included in the first paragraph or section of your press release, they’re still very valuable to the journalists who use your press releases. Providing a quote for the journalist or publication to reference makes it much more likely that they’ll include a quote at all. 

 

Cut unnecessary language

Keep your copy streamlined and direct. You don’t need to include extra descriptions or other “fluff” in your writing. Remember, you’re providing the framework for the journalist who will take the information and create an attention-grabbing article or video with it. 

 

Follow AP guidelines

Most journalists use AP style to format their writing. Using AP style for your press releases makes it easier for them to use the information you provide in their own writing. 

 

Include media 

Attach photos and videos to your press release. Images, audio and video are great attractors for viewers, so the general public is more likely to read or review your story in a print publication or online if it has an included visual element. 

 

Frequently asked questions about press releases

 

How do you write a press release?

To write a basic press release, follow these steps: 

 

  1. Offer contact info. Start your press release with relevant contact information. This way, the journalist can get in touch with you if they need more information. 
  2. Lead with a catchy headline. Write a headline that accurately describes the body of the press release and will entice your readers to continue reading. 
  3. Provide value. In the body of the press release, under the headline, include details that provide value to the reader.  
  4. Give a quote. Provide a quote in one of the body paragraphs that will excite your readers.
  5. Include background info. Ensure you give the readers enough information and details to make an informed decision. 
  6. End with the boilerplate. End your press release with a boilerplate description of your company and, ideally, a call to action for the reader. 

 

What should a press release include?

While some press releases may add specific details related to the type of press release, most press releases include these basic elements:

 

  • Contact information: Provide a dedicated contact person from your company to handle any follow-up questions from the press. 
  • Headline: Include a headline that explains the press release. 
  • Necessary details: Establish the key details in an easy-to-read format, like bullet points. 
  • Background: Provide background details in paragraph form. 
  • Boilerplate: Offer a boilerplate description about your company. 

 

What are the types of press releases?

You can create a press release for just about any business endeavor. The most common types of press releases are: 

 

  • New products
  • Company changes like mergers and acquisitions
  • Updated products
  • Events
  • Grand openings
  • Partnerships with other businesses
  • Rebranding
  • Leadership changes
  • Awards and accolades

 

What is a press release used for?

You can use a press release to share important information about your company with the general public. Press releases, as the name implies, are sent to members of the press, who use the information you provide to create written and video-based news pieces to share with their audiences. Common reasons to send out a press release include: 

 

  • New hires
  • Product releases or updates
  • Events
  • Partnerships with other companies or organizations
  • Research
  • Awards
  • Crisis management

 

Press releases are an important tool for companies who want to share news with a broad audience. Knowing what type of press release to write and how to structure it can help ensure your message reaches the intended audience.

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