Press releases remain a powerful tool for companies to share important news with the media and the public. Whether you’re launching a new product, announcing an event, or sharing a business milestone, a well-crafted press release can generate buzz and attract media coverage.
According to a Cision survey, 68% of journalists consider press releases their top source for story ideas. By following a standard format and incorporating best practices, you can ensure your press release stands out. In this post, we’ll explore the anatomy of a press release, provide examples across various categories, and highlight what makes a press release effective.
What Is a Press Release?
A press release is a formal announcement issued by a company to inform journalists and the public about something noteworthy. Common uses include launching products, publicizing events, announcing new hires, or sharing company milestones like acquisitions or funding rounds.
The goal is to provide journalists with clear, concise facts they can use to cover your story. A well-structured press release follows a standard format that journalists expect, making it professional and easy to navigate.
The Standard Press Release Format
Sticking to the standard press release format ensures your announcement looks polished and includes all essential details. Here’s a breakdown of the key components:
- Headline (Title): A bold, attention-grabbing summary of the news in one sentence.
- Lead/Subheader: A concise sentence or paragraph under the headline that highlights the most critical detail.
- Dateline: The city and date of the announcement (e.g., “NEW YORK, Feb. 10, 2025 —”).
- Body: The main text, written in the inverted pyramid style (key facts first, followed by supporting details).
- Quote: A statement from a company leader or expert to add personality and context.
- Boilerplate: A brief “About Us” section with company background and a website link.
- Contact Info: Media contact details (email, phone) for follow-up inquiries.
As Prowly notes, adhering to this format “ensures your press release isn’t rejected for looking unprofessional.” Proper formatting, such as bolding speakers in quotes or using bullet points for data, makes it easier for journalists to scan and extract key information.
Crafting a Compelling Headline and Lead
The headline is your press release’s first impression, so it must be concise, engaging, and keyword-rich. For example, “TechWave Launches EcoCharge: A Solar-Powered Phone Charger” clearly conveys a product launch while incorporating active language and relevant keywords. Effective headlines should:
- Be specific and newsworthy (e.g., “City to Host Music Festival in October”).
- Be short enough to display fully on social media platforms.
- Include one or two keywords for searchability (e.g., “Product Launch Press Release”).
The lead, or first sentence, should summarize the who, what, where, and why of your announcement. For instance: “New York, Jan. 5, 2025 — TechWave today unveiled its EcoCharge solar charger, a compact device that powers smartphones using sunlight.” This lead sets the stage by providing the core details upfront.
The Power of Quotes and Boilerplates
Quotes add a human voice to your press release, making the story more relatable and engaging. As one PR guide puts it, “quotes are gems for journalists” because they provide insight and personality. For example:
“Our mission at TechWave has always been to innovate green tech,” said Jane Doe, CEO of TechWave. “EcoCharge lets people stay connected while caring for the planet.”
Format quotes to stand out—bolding the speaker’s name and italicizing the quote can enhance readability.
The boilerplate, or “About Us” section, is a concise summary of your company’s mission, products, and achievements. Keep it short (one paragraph) and consistent across all releases. For example:
About TechWave: TechWave is a startup dedicated to sustainable technology. Founded in 2020, the company has developed award-winning solar gadgets and won the Green Innovation Award 2022. Visit www.techwave.com for more information.
A strong boilerplate reinforces your brand and provides context for journalists unfamiliar with your organization.
Press Release Examples by Category
Press releases can cover a wide range of announcements. Below are examples tailored to specific categories, all following the standard format:
Product Launch Press Releases
Used to announce new products or services, these releases focus on features, availability, and benefits. For example, a tech company launching a smartphone might highlight its cutting-edge features and include a quote from the product manager.
Event Press Releases
These publicize upcoming events or recap past ones. For instance, a nonprofit might announce a fundraising gala with details on the date, location, and a quote from the benefactor. A post-event release could celebrate raising $500,000 for charity.
Book or Music Releases
Authors and artists use press releases to announce new works or tours. A publisher might issue a release for a novel, including a synopsis and author quote, while a musician could announce an album drop or concert dates.
Business Updates
These cover leadership changes, growth, or mergers. For example, a new CEO announcement might detail the executive’s background and include a quote from the board. An acquisition release would outline the deal and feature quotes from both companies’ CEOs.
Fundraising and Campaigns
Startups or organizations announce funding rounds or campaigns. For instance, a startup might share a $10M funding round, detailing investors and plans, while a campaign release rallies support for a cause.
Crisis and Company News
These address urgent issues, like product recalls, or highlight milestones, such as annual reports or sustainability efforts. A recall release would explain next steps and reassure customers.
Tech and Digital Topics
Common in industries like cybersecurity or blockchain, these releases announce innovations like a new security suite or an NFT collection. For example, a cybersecurity firm might detail its latest software, while a crypto startup promotes a new coin.
Each category uses the same structure but tailors content to its audience, ensuring relevance and impact.
What Makes a Great Press Release?
Effective press releases share common traits that set them apart:
- Newsworthiness: They focus on something genuinely interesting, like a new product or major milestone.
- Clarity and Brevity: Short paragraphs or bullet points make key facts easy to scan.
- Strong Quotes: Quotes from leaders or experts add authority and personality, like Steve Jobs’ iconic line in Apple’s iPhone launch release: “We are all born with the ultimate pointing device…”
- Proper Format: Using AP style and the standard structure (e.g., dateline, boilerplate) ensures familiarity for journalists.
- Complete Information: Including contact details and a boilerplate avoids leaving journalists searching for more info.
In contrast, bad press releases are vague, lack quotes, or read like advertisements. Common mistakes include omitting contact info, skipping the boilerplate, or failing to explain why the news matters. Always proofread and seek feedback to ensure your main points are clear.
Sample Press Release Excerpt
Here’s a hypothetical press release excerpt for a tech product launch, showcasing best practices:
NEW YORK, Sept. 1, 2025 — EcoTech Innovations, a leader in sustainable consumer electronics, today announced the launch of EcoCharge, an eco-friendly solar power bank. EcoCharge can fully recharge a smartphone in two hours using only sunlight, offering a green power source for travelers and outdoor enthusiasts.
“EcoTech’s mission has always been to make technology more sustainable,” said Jane Doe, CEO of EcoTech Innovations. “With EcoCharge, we empower people to stay connected off-grid while minimizing their carbon footprint.”
About EcoTech Innovations: EcoTech is a U.S.-based startup founded in 2020. The company develops renewable energy gadgets to reduce everyday electronic waste. EcoTech’s first product won the Green Tech Award 2023 for innovation. Visit www.ecotech.com to learn more.
Media Contact: John Smith, john@ecotech.com, (555) 123-4567.
This example demonstrates a clear headline, a concise lead, a compelling quote, and a professional boilerplate, mirroring real-world best practices.
Distributing Your Press Release
Once your press release is ready, distribution is key. Use wire services like PR Newswire or Business Wire to reach media outlets, or email targeted journalists directly with an engaging subject line (e.g., “[Company] Announces Innovative New Device”). Posting the release on your website or sharing it on social media can amplify its reach and drive engagement.
Conclusion
A well-crafted press release can spark media coverage and elevate your brand’s visibility. By focusing on newsworthiness, following the standard format, and including strong elements like headlines, quotes, and boilerplates, you can create releases that resonate with journalists and audiences alike. Study great press release examples in your industry, avoid common pitfalls, and use the tips above to craft announcements that get noticed. Ready to share your news? Start writing your press release today and watch your story gain traction!
