150+ Outstanding Press Release Examples
A compelling press release is key to getting media coverage, attracting attention, and boosting brand credibility. But what does a great press release look like?
The best press release examples
Writing a press release can sometimes feel like shouting into the void – except the void is full of journalists with overflowing inboxes and a deep-rooted skepticism of anything that smells remotely like marketing fluff.
The key to getting noticed? Learning from the best.
By looking at an example press release, you can see exactly what works, what flops, and how to make your own announcement impossible to ignore.
Below, we’ll cover different types of press releases, what makes them great, and how you can create your own with Prezly – the easiest way to make and distribute multimedia press releases.
Pay attention to:
- Formatting: Keep it clean, concise, and structured like a story worth reading. Journalists skim dozens of press releases daily, so yours should be scannable, with headings, bullet points, and short paragraphs
- Compelling headlines: Your press release headline is the first – and sometimes only – thing a journalist will read. Make it clear, engaging, and newsworthy. Strong headlines communicate the essence of your announcement and spark curiosity
- Strong lead paragraphs: Your opening paragraph should answer the essential questions: Who? What? When? Where? Why? How? Don’t bury the lede – make it easy for the reader to grasp your story within the first few sentences
- Multimedia use: Text-only press releases are like plain toast – functional but not very appetizing. Adding images, videos, and links increases engagement and makes your story more shareable. In fact, multimedia press releases get up to 9.7x as many views as those using text alone
- Industry relevance: Find examples that match your niche and borrow best practices. A press release for a tech startup will look different from one announcing a fashion event
- Quotes that add value: A strong press release includes quotes from key stakeholders, such as CEOs, industry experts, or satisfied customers. These quotes should sound natural, avoid jargon, and add credibility to your announcement
- Call to Action (CTA): What do you want readers to do next? Whether it’s attending an event, visiting a website, or reaching out for more details, make sure your press release includes a clear and compelling call to action
- Distribution strategy: Even the best press release won’t make an impact if no one sees it. Identify your target media outlets and journalists, personalize your outreach, and share your news across multiple channels, including social media and email
Global brands share their news with Prezly
More than 100,000 stories are published with Prezly every year. Here are a couple hundred of the very best to inspire your next great press release.
A press release is a written statement distributed to media outlets to share news and information with the public. Think of it as your company’s megaphone, announcing new products, services, events, or significant milestones.
The primary goal of a press release is to generate media coverage, attract attention from potential customers, and build credibility for your brand. In essence, a well-crafted press release can be the bridge between your company and the wider world, ensuring your news reaches the right ears.
Press releases offer a treasure trove of benefits for businesses. First and foremost, they increase visibility, putting your brand in front of a broader audience. This heightened exposure can lead to increased website traffic and generate valuable leads.
Moreover, press releases help build credibility and brand awareness, positioning your company as a thought leader in your industry. They also play a crucial role in improving search engine optimization (SEO), making it easier for potential customers to find you online. Whether you’re announcing a new product, sharing company news, or showcasing your expertise, press releases are a powerful tool in your marketing arsenal.
Types of press releases
Press releases are a powerful tool for businesses, brands, and organizations to share important news with the world.
Whether launching a groundbreaking product, announcing a major company milestone, or handling a crisis, a well-crafted press release can grab attention and shape public perception. Press release templates can also be a valuable resource for creating different types of press releases.
But not all press releases are created equal – different situations call for different styles.
Let's explore the various types of press releases, what makes them effective, and how you can use them to communicate your message clearly and with impact.
A new product is like a newborn baby – adorable to you, but the world won’t care unless you give them a reason. A product launch press release highlights the product’s unique features, why it matters, and (most importantly) why anyone should be excited.
Include testimonials, launch dates, and where people can get their hands on it. A strong hook and clear value proposition make all the difference.
Got a big event coming up? Whether it’s a conference, webinar, or the grand opening of your cat café, an event press release gives the essential details – who, what, where, when, why – and a compelling reason to attend.
A quote from a key speaker or host can add credibility, and adding rsvp links or ticketing details makes it easier for people to take action.
TIP! A compelling press release headline is crucial for capturing attention and conveying the core message effectively, ensuring that journalists and readers are immediately engaged.
When things hit the fan, a well-crafted crisis press release helps manage public perception and provide clear, factual information. A good press release in such situations is crucial to convey accurate information and maintain a professional tone.
The goal: control the narrative before social media does it for you.
Address the issue head-on, show what steps are being taken to fix it, and reassure stakeholders that you have the situation under control. Transparency is key here.
Doing something good for the world? Shout it from the rooftops (or at least from a well-structured charity press release). These releases highlight corporate social responsibility efforts and how they make an impact.
Include details about the initiative, who benefits, and how others can get involved. A powerful quote from an organization leader or beneficiary makes it even more compelling.
Companies use these to introduce high-profile hires, showcasing their expertise and what they bring to the table. A new hire press release mentions their past accomplishments, why they were chosen, and how they'll contribute to the company's growth. Adding a quote from the new hire can add a personal touch.
Winning an award is like getting a gold star in business – except better, because it actually means something. These press releases announce achievements and boost credibility.
Highlight what the award is for, why it matters, and how it sets your company apart. Don't forget to include celebratory quotes and future plans.
Mergers and acquisitions can be exciting – or terrifying – depending on where you stand. An acquisition press release and a partnership press release explain the why, the what, and the “how this benefits everyone” part of big business moves.
Use clear language to prevent confusion, highlight strategic advantages, and reassure employees, customers, and stakeholders that it’s a positive change.
These releases are like sneak previews for journalists – giving them time to prepare coverage before an official announcement goes live. They're commonly used for significant industry shifts, product launches, or corporate changes.
Make sure to specify the embargo date clearly and provide all necessary information so journalists can craft a strong story before the news breaks.
How to write a press release
After over a decade in PR, we’ve seen what makes a press release pop versus what makes it collect digital dust.
We analyzed thousands of examples from Prezly users and distilled them down to four golden rules:
Your headline is the gateway to your press release. If it isn't compelling, no one will bother reading the rest. Keep it short, punchy, and concise – ideally under 10 words.
Focus on clarity over cleverness. If you can make it both clear and clever? Even better. Use action words and highlight what makes your news exciting or relevant.
A block of text just won't cut it. Press releases that include images receive twice the engagement; adding video makes them 4x more likely to capture attention. A high-quality photo, infographic, or short video can make all the difference in getting your story picked up by journalists.
If you have behind-the-scenes footage, a product demo, or a quote from a key player, use it! Think of multimedia as the secret sauce that makes your press release stand out in a sea of sameness.
One size does not fit all when it comes to press releases. A single story can have multiple angles depending on your audience. For example:
A business audience may care about financial impact and market positioning.
A consumer audience may want to know how the product will change their lives.
Industry-specific publications may focus on technical specifications or innovation.
Consider drafting different versions of your press release to appeal to the right audience. This small step can increase your chances of media coverage exponentially.
Press release structure matters, and if you don’t know where to start, a free press release template can be a lifesaver. Templates ensure your press release has all the key elements – headline, subhead, body, quotes, and contact details – while keeping it polished and professional. Templates for different types of press releases, including a book press release, are particularly significant.
The best part? It saves you time, so you can focus on crafting a compelling story without worrying about formatting.
The AP Stylebook is the go-to reference for journalists and PR professionals, offering guidelines to ensure your press release is clear, concise, and professional. Here are five key guidelines to follow when crafting your press release in AP style:
Use a Clear and Concise Headline: Your headline should be brief and to the point, capturing the essence of your story in just a few words. It’s the first thing journalists will see, so make it count.
Use a Standard Press Release Format: Stick to the tried-and-true press release format. Start with a dateline, followed by a lead paragraph that summarizes the story. The body of the press release should provide additional details and context.
Use Active Voice: Writing in the active voice makes your press release more engaging and easier to read. It brings your story to life, making it more compelling for journalists and readers alike.
Avoid Jargon and Technical Terms: Keep your language simple and accessible. Avoid jargon and technical terms that might confuse readers. Your goal is to make your press release understandable to a broad audience.
Include a Boilerplate: A boilerplate is a brief description of your company, included at the end of the press release. It should provide essential information about your company’s mission, products or services, and contact details.
By following these guidelines, you can write a press release that is not only clear and concise but also effective in communicating your message to the media and the public.
How to distribute your press release
Writing a great press release is only half the battle – the real challenge is making sure the right people see it. Even the most compelling story won't get coverage if it's sent to the wrong audience or buried in an overflowing inbox.
To maximize your press release's reach and impact, you need a solid distribution strategy. Here's how to get your news in front of the right eyes.
Your news isn't for everyone, and that's okay. Find journalists and outlets that actually care about it. Sending your press release to every contact you can find is the PR equivalent of throwing spaghetti at the wall and hoping something sticks. Don't do it.
Research the best-fit media and send your news where it has the best chance of making an impact.
You could spend hours manually sending emails or let technology do the heavy lifting. Prezly helps you distribute your press release efficiently, track who's engaging with it, and follow up like a pro. More reach, less stress.
Journalists can smell a mass email from a mile away, and you know where those end up? The digital graveyard (a.k.a. The trash folder). Instead, take a little time to personalize your pitch.
Mention past articles they've written, explain why your story is relevant to their audience, and – most importantly – make it easy for them to say yes.
P.S. In the age of AI tools, I know you're going to want to have ChatGPT write all your pitch emails, which is a great way to be seen as a disingenuous hack. Save ChatGPT for the boring parts of your job and reach out to humans like a human.
A press release shouldn't just sit there, gathering dust. Post it on LinkedIn, Twitter, and relevant industry forums. Turn it into a blog post. Break it down into bite-sized social media updates.
If you're really feeling fancy, create a short video or infographic to give it extra life. The more places you share, the greater the chances it gets picked up.
Related Q&A
Join 500+ PR teams already loving Prezly
Take the stress out of contact management and distribution with a dedicated outreach CRM that your whole team can use.