How to Write Press Releases With 21 Examples and 7 Templates

What is a Press Release, Anyway?

News releases are usually one or two-page documents that share breaking news with the public. They’re typically read by journalists, but sometimes general audiences might stumble upon them, too. Typically, they emulate a news article format, using the reverse pyramid to place the most important information first.

Why Should My Business Send Press Releases?

Organizations of all sizes use press releases to achieve all sorts of goals[5]. Some common objectives include:

  • To get media coverage. This would be when your company releases a new product or feature.
  • To build your brand’s reputation. Maybe you’re re-launching your brand image and want more people to know.
  • To manage a crisis. When things go wrong, it’s often beneficial to break the story yourself first.
  • To build back links from trusted media sites. This could be when you publish a new e-book, report or blog and you want a reputable source to link back to the information.
  • As a cost-effective way to market your organization. A well-written press release can help garner public attention due to news coverage.

What kind of results can old-fashioned PR get (without spending a lot of money)? Watch this video to learn:

This slide deck from Raven is also useful for silencing any doubters:

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When Should I Send a Press Release?

Any time you have something newsworthy to share. This includes:

  • Breaking news announcements: News outlets want to be first to cover news when it breaks. So, lend them a helping hand.
  • Product launches: New products often make for good news pieces.
  • Events: These can offer reporters something timely and interesting to share with their audiences.
  • Partnerships: If you team up with another interesting company, the news may want to know.
  • Sharing research: Unique data and original insights are always interesting.
  • Awards: Don’t be afraid to talk yourself up (a little bit).
  • Hiring new executives: At larger organizations, this can be considered important news.
  • Crisis management: When something bad happens, it’s best to get in front of it (before someone else does).

Make sure you have something your audience (and the media’s audience) will care about. This will dramatically increase the odds that your release will earn coverage.

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