How to Write a Press Release (With Examples): A Step-by-Step Guide
Check if your press release is ready for distribution with our easy-to-use checklist.
Introduction: Make Your News Matter
A press release tells journalists and your audience about important news. It can announce product launches, partnerships, funding, or events. Writing one at the right time helps your brand gain attention and trust.
Define Newsworthiness Before You Write
Your press release should matter beyond your company. Check these four factors:
- Timeliness: Announce current or upcoming news.
- Impact: Affect customers, partners, or your industry.
- Uniqueness: Share innovative, first-of-its-kind stories.
- Authority: Include credible data, quotes, or expert insights.
Example: A travel startup launching eco-tours with Airbnb in Bali scores high on timeliness, impact, and uniqueness, making it a newsworthy story.
Step-by-Step Press Release Writing Guide
Follow a structured approach to maximize readability and media pickup:
- Headline: Craft a clear, action-focused headline that summarizes the news.
- Subhead: Add supporting details in 1–2 lines.
- Body: Use the inverted pyramid style—most important information first.
- Quotes: Include statements from company leaders or experts to add credibility.
- Details: Mention dates, locations, stats, or product specifics.
- Contact Info: Provide media contact for follow-up.
- Call to Action: Optional, guide readers to your website or landing page.
Press Release Formats That Work
Choose a format based on your announcement type:
- Standard News Release: Headlines, body, quotes, contact info.
- Event Release: Focus on conferences, webinars, or exhibitions.
- Product Launch Release: Introduce new products, apps, or services.
- Crisis Release: Provide transparent updates during emergencies.
- Milestone/Award Release: Celebrate achievements or expansion.
Tip: Use bullets, short paragraphs, and visuals for mobile readers.
Press Release Timing Matrix
| Scenario | Best Timing | Frequency | Notes |
|---|---|---|---|
| Product Launch | 1–2 weeks before launch | Once | Include visuals, demos, and CTA |
| Event Announcement | 4–6 weeks prior | Once | Send reminder 1 week before |
| Partnership | Immediately after signing | Once | Highlight mutual benefits |
| Funding & Investments | Right after closing | Once | Include figures and quotes |
| Milestones/Awards | Within 1 week | Once | Highlight metrics and visuals |
| Crisis Management | ASAP | Multiple updates | Keep clear, factual, transparent |
Common Mistakes to Avoid
Avoid errors that reduce credibility:
- Sending internal-only updates as PR
- Overly promotional tone
- Ignoring key details or multimedia
- Overusing jargon or long paragraphs
- Sending low-value updates too frequently
Press Release Distribution & Promotion
Publishing isn’t enough. Amplify your story using:
- Media Lists: Target journalists covering your niche.
- Distribution Services: PR Newswire, Business Wire, or local press portals.
- Social Media: Share releases on LinkedIn, Twitter, or Instagram.
- Email Pitching: Send personalized emails to relevant journalists.
Measuring Success: Metrics That Matter
Track impact to evaluate effectiveness:
- Media coverage mentions
- Website traffic from PR links
- Social shares and engagement
- Leads generated from PR campaigns
- Search visibility improvements
Industry-Specific Press Release Examples
| Industry | Example Headline | Why It Works |
|---|---|---|
| Travel | Eco-Tours in Bali: Startup Partners with Airbnb | Timely, unique, high impact |
| Tech | AI Startup Launches GPT-Powered Email App | Innovative, solves a problem |
| Finance | FinTech Raises $20M Series A to Expand Crypto Services | Credible, measurable, newsworthy |
| Healthcare | Hospital Introduces AI Diagnostics Tool for Early Cancer Detection | High authority, urgent relevance |
| Education | University Partners with EdTech Firm for Online Learning Platform | Relevant, timely, valuable |
Press Release Examples That Work (With Commentary)
1. Product Launch Press Release
Headline: TechNova Unveils AI-Powered Writing Assistant to Revolutionize Content Creation
Subheadline: The new tool speeds up content production for marketers and bloggers.
Dateline: San Francisco, CA – May 1, 2025
Lead Paragraph: TechNova, a leading AI firm, announced WriteFlow today. Designed for content creators, it enables fast production of high-quality articles, emails, and social media posts.
Commentary: Clear headline. Lead answers “what,” “who,” and “why it matters.”
Body Paragraphs:
- Built-in SEO tools, multilingual support, and an intuitive interface
- Quote from CEO Julia Kim adds credibility and a human touch
- Freemium availability with premium features starting at $29/month
Boilerplate & Contact: Standard company info and press contact ensure media follow-up.
2. Event Announcement Press Release
Headline: GreenFuture Summit 2025 Returns to Delhi with Global Sustainability Leaders
Subheadline: Three-day event focuses on climate innovation and sustainable business models
Lead Paragraph: GreenFuture Summit, July 20–22, 2025, at Pragati Maidan, New Delhi, will feature global speakers, interactive sessions, and a green startup expo.
Commentary: Lead contains “who, what, when, where.”
Body Paragraphs:
- Keynote speakers: Dr. Jane Goodall, Ratan Tata, Christiana Figueres
- Quote adds personal mission-driven element
- Ticket launch CTA is clear and time-bound
Boilerplate & Contact: Credible organization info, plus media contact, ensures follow-up.
3. Startup Launch Example
Headline: Fintech Startup “PayFlow” Raises $2.5M Seed Round to Disrupt Cross-Border Payments.
Quote: “This funding allows us to accelerate growth and bring real-time payments to more users,” – CEO Arjun Patel
Why it works: Newsworthy, clear, actionable, and a quote adds credibility.
4. Travel Agency Event Example
Headline: WanderJoy Announces “India Untouched” Expedition for Cultural Travel Seekers
Quote: “Our goal is to create immersive, responsible travel experiences,” – Founder Priya Menon
Why it works: Niche audience focus, local interest, strong storytelling.
5. Tech Product Update Example
Headline: BlockGen Upgrades Protocol with Zero-Gas Smart Contracts
Quote: “This update reflects our commitment to Web3 scalability,” – CTO Michael Chang
Why it works: Timely, technical value, credible source.
6. Before vs. After: Fixing Common Writing Mistakes
Before (Weak, Overly Promotional):
XYZ Company is the best in the business and has launched an amazing new product! Long, repetitive, vague.
After (Strong, Clear, Actionable):
Headline: XYZ Company Introduces SuperGadget X1000 to Simplify Everyday Tech Use
Lead: Compact smart device to streamline tasks, monitor health, and stay connected.
Quote: “The X1000 responds to real-life user frustration,” – CEO Jane Smith
CTA: Available now at www.xyzcompany.com; press inquiries directed to press@xyzcompany.com
Commentary: Strong lede, clear CTA, concise copy, actionable details, and credible quote.
Key Tips for Writing Press Releases That Work
- Use strong, clear headlines with obvious benefits.
- Keep paragraphs short for mobile readability.
- Include quotes and credible data.
- Add visuals or infographics for engagement.
- Optimize for SEO using relevant keywords in the headline, meta, and body.
Conclusion: Timing + Clarity = Media Success
- Send a press release at the right time to reach the right audience. Share news that matters, is timely, and unique. Skip small or promotional updates. A clear, simple release builds trust, earns coverage, and grows your brand.
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