How to Write a Press Release: Templates & Examples
What turns a company announcement into headline news? Behind every product launch, company milestone, or major partnership is a well-written, attention-grabbing press release that has been distributed to journalists and media outlets in hopes of getting broader coverage.
As you prepare to promote a new company initiative or celebrate a recent success, a strong press release will help you get your message into the world. More than just a simple update or announcement, press releases build a narrative, giving media professionals everything they need to consider covering your story.
In this guide, we’ll share everything you need to know about writing a compelling press release, from following the correct format to understanding best practices. Plus, we’ll give you templates you can use, along with real-world examples, to help you write press releases that turn today’s announcements into tomorrow’s headlines.
What Is a Press Release?
A press release is an official statement that shares newsworthy information with the media. Companies use them for many reasons, from announcing new developments to managing crises, hoping to reach the right audience in a professional and controlled manner.
The first press release dates back to 1906, when Ivy Lee issued it in response to a major railroad accident. His commitment to transparent and factual reporting set an industry standard that we still follow over a century later.
Today, press releases have become a PR staple, allowing brands, journalists, and PR pros to draft and distribute company information efficiently and effectively.
How Are Press Releases Formatted?
Press releases follow a clear, structured format designed to communicate information and grab the media’s attention. Sticking to this formula makes your news easier to digest and increases your chances of getting featured.
Here’s a breakdown of the traditional press release structure:
- Headline
- Write a clear, attention-grabbing headline summarizing your release’s primary focus.
- Keep it short (60-80 words) as journalists skim headlines first to decide if a press release is worth reading.
- Date and Location
- Including the date and location of your announcement helps the media understand when and where the news is happening.
- Introduction
- Answer the “5 W’s” (Who, What, When, Where, and Why) in a clear and compelling way. Get straight to the point so journalists don’t have to dig for the details.
- Body
- Expand on your announcement with background information, relevant quotes, and statistics that support your news. Keep your paragraphs brief and maintain a logical flow of information that a journalist can quickly follow.
- Boilerplate
- Add a short “about us” section describing your organization’s mission or background. Boilerplates are typically placed at the end of the press release to give journalists context about who you are.
- Contact Information
- Include the name, phone number, and email address of your PR or media contact. This will help reporters follow up with any questions they may have.
This structured approach exists because it delivers information in the clearest, most effective way for journalists working under tight deadlines. Straying from this formula or attempting to reinvent the wheel can make your press release harder to digest, so don’t be afraid to stick to what’s tried and true to increase your chances of getting media coverage.
How to Write a Press Release That Stands Out
Writing a press release might seem simple, but the difference between a forgettable announcement and a headline-worthy story comes down to strategy.
To make your press release stand out, write an attention-grabbing headline and introduction. Follow the Inverted Pyramid Method by leading with the most newsworthy information first, followed by details and additional context. This strategy works because journalists often read top-down and won’t always reach the end if they’re not hooked immediately. Backing up your press release with facts and supporting data will strengthen its credibility, while short, compelling quotes from executives or stakeholders provide valuable perspectives and help bring your story to life.
Keep your press release short and sweet, between 300 and 500 words. This is important because press releases that are too long risk losing valuable readers. Take time to ditch any vague phrases and replace them with direct language that clearly communicates the value of your news.
Lastly, remember to proofread, edit, and get a second opinion. A single typo can damage your credibility. Double-check spelling, grammar, and accuracy, and have a trusted colleague review it before sending it out.
Examples of Successful Press Releases
Looking at real-world press releases can help you understand how companies effectively use tone, format, and content to attract media attention.
Below, we’ve shared a few examples that show best practices put into action:
Product Launch Example: Apple Unveiling the iPhone
In 2007, Apple announced the first-generation iPhone. The company’s press release communicates its unique selling points, such as its intersection of a mobile phone, iPod, and internet capability. It also includes quotes from Steve Jobs to add his authority to the launch, along with product specifications, availability, and pricing.
What Makes It Stand Out:
- Headline: Apple Reinvents the Phone with iPhone
- Why It Stands Out: The bold headline positions this release as groundbreaking news. The release uses the Inverted Pyramid Method, immediately sharing the most newsworthy information in a hook about how Apple is combining three products. It also answers the five Ws and makes the product feel innovative and indispensable before getting into broader details.
Crisis Communication Example: Johnson & Johnson’s Response to the Tylenol Crisis
In response to the 1982 Tylenol tampering incidents, Johnson & Johnson issued this press release to announce a nationwide recall.
What Makes It Stand Out:
- Headline: Johnson & Johnson Announces Nationwide Recall of Tylenol Products
- Why It Stands Out: This release reinforced the company’s commitment to consumer safety, outlined the steps taken to address the crisis, and provided information on how consumers can return products and get refunds. This approach is often highly regarded in the world of effective crisis management because it is proactive, transparent, and doesn’t hide the severity of the recall.
Whether announcing a product or mitigating a crisis, these examples show us how companies can write impactful press releases about new developments and share their news transparently.
Press Release Writing Tips for PR Professionals
Now that you have some examples to refer to, we wanted to share some tips to help you write compelling press releases.
#1: Keep it Concise: Stick to one page whenever possible. Journalists are busy and look for clarity and newsworthiness over fluff. Get to your point quickly, and then sell it.
#2: Proofread: We’ve said it once, and we’ll say it again because it’s that important. Always double-check spelling, names, sources, and quotes to ensure your press release is fully accurate.
#3: SEO Optimization: If you’re distributing your press release online, use keywords to help get your release rank higher on search engines. For even more SEO optimization, include internal links to related content on your website.
#5: Include Multimedia: Include relevant images, videos, and infographics to make your story more visually appealing.
Implementing these tips will help your press release look polished and professional, improving your chances of securing media coverage.
Free Press Release Template and Sample
To help you get started with your next release, we wanted to include a free press release template that’s easy to follow. This template has placeholders for press release formatting best practices, including a headline, date/location, introduction, body, boilerplate, and contact info.
Save this template to keep on hand whenever you need to draft a new press release:
FOR IMMEDIATE RELEASE
Headline: [Engaging, Newsworthy Title]
[City, State], [Date] – [Opening paragraph introducing the 5 W’s of your announcement. Provide the most important details to hook the reader right away.]
[Body paragraph(s) offering details supporting the above information, quotes from a spokesperson or executive, relevant stats or data to give the story more substance.]
About [Your Organization]
[Brief boilerplate describing your organization’s mission, history, values, and accomplishments.]
Media Contact
[Name]
[Phone]
[Email]
As you adapt this template, keep your company’s brand voice in mind and personalize your language, quotes, and data to match how you speak to your audience. These little details can increase your chances of getting picked up.
Tools and Resources for Press Release Distribution
We’re not quite done yet—knowing how to write a press release is only half the battle. Understanding how to distribute your press releases to help your news reach the right audience is also super important.
Here are some platforms and strategies to help your news reach the right audience:
Press Release Distribution Services
Platforms such as PR Newswire, Business Wire, and GlobeNewswire can share your announcement with media outlets worldwide.
Qwoted
On Qwoted’s network, you can connect with journalists looking for timely, relevant stories. Our free press release distribution allows you to share your press releases directly with our community and connect your story directly with media professionals working on tomorrow’s news.
Company Blog or Newsroom
Publishing press releases on your own website in a “news” section or on a company blog improves your SEO rank and provides a one-stop hub for company-related media. To get even more eyes from your target audience on your press release, don’t forget to share it on social once it is published.
Conclusion
Writing a press release doesn’t have to be intimidating. As you follow the tips and tricks in this blog, you’ll become a press release pro and increase your chances of standing out to journalists in no time. Need help with your media outreach? Reach out to support@qwoted.com to get your press release connected with the right opportunities.
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