What is a press release?
A press release is a simple, standard way to share news with journalists or publications that might want to cover your story. Think of it as a one- or two-page doc that explains what’s happening — clearly, quickly, and in a way that makes it easy to turn into an article.
It could be about anything: launching a new product, announcing an event, changing your leadership team, or sharing big funding news. But no matter the topic, the press release format stays pretty much the same. That’s why having a good press release template helps — it saves time and makes sure you’re giving the media what they actually need.
Using the right press release example can also show you what works and what doesn’t, especially if you’re writing one for the first time.
If you’ve never written a press release before, don’t stress — there’s a basic structure that pretty much everyone follows.
Standard Press Release Format
Here's how it works, step by step:
1. Header
At the top, write:
FOR IMMEDIATE RELEASE
(Unless you want the info held until a specific date — then you'd use "Embargoed Until...")
Right under that, add the date you’re sending it out.
2. Headline
This is your big, bold title. Make it clear and interesting — it should tell people what the news is in one short sentence. No need to get fancy, just be direct.
3. Subheadline (optional)
This is a little extra info under the main headline. Use it if you want to add context or tease something that’s coming in the story.
4. Dateline
Start the first paragraph like this:
CITY, STATE – Date
Example: Berlin, Germany – May 7, 2025
5. Lead Paragraph
This is where you answer the big questions: Who, What, When, Where, Why (and maybe How). Get straight to the point — journalists often decide in seconds whether to keep reading.
6. Body
Now give more detail. Break it into 1–2 short paragraphs. Add a quote from someone relevant (like the CEO or project lead), explain the background, or add context if needed.
7. Boilerplate
This is a short “about the company” section. Keep it simple — 2–3 sentences that explain who you are, what you do, and where to learn more.
8. Media Contact Info
At the end, add the name, email, and phone number of the person journalists can reach out to if they have questions. Make it easy to contact you.
And that’s it. Stick to this format, and your press release will look professional, even if it’s your first time writing one.
Best Press Release Examples [Organized by Type]
Not all press releases are the same — and that’s a good thing. Depending on what you’re announcing, the structure and tone can shift a little. Here’s a breakdown of common types of press releases, with real-world examples you can follow when you’re writing your own.
1. General News & Announcements
This is your go-to format when you’ve got something important to share. It could be a funding round, a leadership change, or a new service you’re rolling out. Keep it clear, factual, and newsworthy.
2. Event Press Release
If your company’s hosting a conference, webinar, or charity event, this is the one you need. It usually covers the what, when, where, and who — plus why people should care. Think of it as your event’s official announcement.
3. Crisis Communications
When things go wrong, silence doesn’t help. A crisis press release lets you take control of the story. You explain what happened, what you're doing about it, and what comes next. It’s about being transparent and keeping trust.
4. Charity or Cause-Driven
Whether it’s a fundraiser, a community project, or a campaign, this type of release is used to bring attention to your cause. You’re hoping to get media coverage — and more people involved.
5. New Hire Announcement
Bringing someone important on board? A new hire press release tells the world who they are, what they bring to the table, and why it matters for your business.
6. Product Launch (or Update)
Launching something new? Use this to show off what makes your product different. Focus on benefits, not just features. Great for startups or companies rolling out updates.
7. Award Press Release
If you’ve won something worth bragging about — this is your chance. Explain what the award is, why you got it, and what it means for your business or team.
8. Merger, Acquisition & Partnership
This is for the big moves. Use it when two companies are coming together, you’ve bought another company, or you’re entering a strategic partnership. It’s also a way to reassure investors and clients about what’s changing (and what’s not).
9. Embargoed Press Release
This one's a bit more behind-the-scenes. You share the info with trusted journalists before it goes public, but ask them to wait until a specific date/time to publish. It’s useful when timing and accuracy really matter.
Best Practices for Writing an Effective Press Release
You don’t need to be a pro writer to create a good press release. But these tips will help you write one that actually gets read and picked up.
✅ Keep it concise
One page is usually enough. If you go over two, it’s too long.
Journalists are busy and skim fast — they want the facts, not a full company history. Stick to the core message: what’s new, why it matters, and who’s involved. Every sentence should earn its spot.
Example:
Instead of:
“We’re delighted to announce a groundbreaking new strategic direction and a partnership that signals significant alignment with our mission.”
Say:
“We’ve partnered with XYZ Corp to bring faster, AI-powered solutions to small business teams — starting this month.”
Aim for 300–500 words. Focus on the “what,” “why now,” and “why it matters.”
✅ Use quotes that actually add something
Don’t just drop in a random quote because “you’re supposed to.” Use it to give insight, emotion, or perspective — something that the rest of the text doesn’t say. Ideally, the quote should sound like a real person talking, not like it was written by legal or PR.
Example:
“This product isn’t just faster — it’s going to change how remote teams collaborate every day,” said CEO Anna Lutz. “We built it based on real feedback from over 500 customers.”
✖️ Don’t say: “We’re proud and excited about the launch.”
✅ Start with a hook
The beginning needs to get to the point fast — no warm-up, no fluff. A good hook might be a surprising stat, a bold statement, or just a super clear sentence about what’s new. Make someone want to keep reading after the first paragraph — that’s the goal.
Example:
“Only 12% of companies know how to recover from a cyberattack — our new tool aims to change that.”
Or: “After raising $10M in Series A funding, GreenShift is rolling out its climate AI platform across 6 countries.”
✅ Cut the jargon
Avoid technical terms, buzzwords, or internal lingo. Be human, not corporate.
If a stranger outside your company wouldn’t understand it, rewrite it. The press release should be clear to someone with no background in your industry. Simple is powerful.
Instead of: “This solution leverages synergies between scalable infrastructures and omnichannel frameworks…”
Say: “This tool helps businesses run their online and offline operations from one place.”
✅ Think about SEO
If you’re publishing the release on your website or a blog, make it Google-friendly. That means using keywords people might search for — like “press release template”, “product launch press release”, or your company name. Add them naturally in the headline, first paragraph, and maybe once or twice in the body. Don’t stuff keywords — just make it searchable.
Tools & Platforms to Distribute Your Press Release
Writing a press release is just half the job — now you’ve got to get it in front of the right people.
Let’s talk distribution. Once your press release is ready, you want to make sure it actually reaches the people who should see it — journalists, potential clients, investors, or industry insiders.
If you’re looking for a fast and transparent way to do this, PRNEWS.IO has got you covered.
Here’s how it works:
Pick where your story goes.
You can browse a huge catalog of media outlets — both local and international — and choose exactly where your news should be published. Use filters to narrow things down by country, language, industry, or even traffic volume. Whether you're targeting niche tech blogs or top-tier business press, you’ll find your match.
Upload your content (or get help writing it).
Already have a press release ready? Great — just upload it. Need help crafting one? No problem. You can order professional writing as part of the process. Everything’s designed to be simple and quick.
Not sure which outlet to choose? Ask.
If you’re stuck or can’t decide what platform fits your news best, just reach out. You’ll get support to help you make a smart decision based on your goals and budget.
Track your results.
Once the press release is live, you’ll be able to see where it was published and share the link with your audience.
No cold pitching, no waiting weeks for a reply — just clear pricing and guaranteed publication.
There are also free ways to get your news out too:
- Post it on your blog – If your website gets traffic, don’t sleep on this. It’s good for SEO and gives journalists something to link to.
- Share it on LinkedIn – Especially if your update is relevant for your industry. Use a short intro, a strong visual, and link to the full press release.
Bottom line: a press release only works if people see it. So make a plan and get it out there.
The Press Release Format FAQ
How much does a press release cost?
To answer this question, we have to check the options that are available. You can write it, but to get publicity, you still need a healthy budget. You can get your PR published for free, but many quality media outlets will require payment and unfortunately many won’t even answer your emails. Read more about the Cost Factors for Press Releases here.
How many pictures should a press release have?
The value of a press release is directly correlated with the information and multimedia associated with it. We transmit information in the form of literate, “clean” text, and multimedia gives a little more room for the imagination.
It’s clear that original images and videos in materials attract us much more than the actual text, no matter how brilliantly it was written. Read more about press releases with images.
What is a boilerplate in a press release?
In public relations, a boilerplate (also known as an “about us” statement) is a short, standardized paragraph at the end of a press release that provides journalists with a high-level background about your company.
How to cite a press release?
You should be familiar with the organization or author’s name, the title of the press release (if relevant), the publication date, and the URL. Press releases should be cited in the text using the author and year just like any other source. Read more: How to Cite a Press Release.
How long should a press release be?
The ideal length of a press release is about an A4 size or about 300 to 400 words (the length of a short news blurb). That usually comes to just three or four short paragraphs and a couple of quotes.
---What is a press release template?
A press release template is a template that will help you to create an official news announcement sent to journalists, often used to generate publicity.
Where can you find a good press release template?
You can start by checking out Prnews’s resource with Free Press Release Templates for any occasion. It covers press release templates and actual samples that you can use on various occasions, tailoring them to your needs.
What are the 5 parts of a press release template?
Regardless of what you’re writing about – every press release should have:
- Headline – a taster of what you can expect.
- Lead – a brief overview of the story, including answers to the questions: Who? What? When? Why? With what effect?
- Body – an explanation of the information provided earlier in the lead, starting from the most newsworthy info to other less important, background info
- Company info – a short paragraph about your company to help journalists understand the nature of the business and make writing about it easier.
- Media contact information – author or company's or agency’s contact information.