Press releases might feel like a thing of the past--how many companies really spend time crafting traditional releases for journalists when there’s social media and so many other ways to get the word out about their latest launch, product, or award?
The answer is actually a lot. Press releases are still one of the easiest ways to get the attention of journalists, build media contacts, increase your ranking in the search engines, and raise awareness for your latest news. But, while brands are still working from a traditional press release template, they are getting more creative with the way they present them to relevant outlets. Think videos, infographics, and other multimedia elements.
We’ve pulled together an extensive selection of creative examples of press releases from a number of different categories. Hopefully, these will give you the burst of inspiration you need to get started on yours.
Your handy press release outline
It can be tempting to get too creative with your news release. You want it to stand out, but you also want to make it easy for journos to pick up and scan. So, while you can decorate your press releases with relevant images, videos, and links, it’s important to stick to the well-known structure that your media relations have come to know and respect.
In fact, if your public relations team writes a press release that conforms to a format that journalists are familiar with, there’s a higher chance of it getting published.
There are certain elements journalists will expect from a press release, including your contact information, the location of your announcement, and a brief company bio. You can incorporate these separately into the main body of your press release so you can focus on getting the information you want across to writers.
As a general rule, most press release outlines follow this structure:
- Descriptive press release headline
- One or two sentences summarizing the press release
- 3-4 paragraphs of information about the press release and any background information
- 1-2 quotes from a relevant person
- Bullet facts or figures
- Company description
- Contact information and phone number for further enquiries
Use this as a free press release template and tweak it to suit your individual needs. At the top of the release, you’ll want to state that it’s for “immediate release”, as this gives journalists the go-ahead to publish a piece right away.
Within the press release (ideally in the first paragraph), you should aim to answer the five “Ws”:
- Who’s involved in the news story?
- What’s the press release about?
- When did the story happen or when is it going to happen?
- Where did the story take place?
- Why will the target audience be interested in the story?
Here’s a breakdown of a sample press release that follows this structure.
The piece starts with a punchy headline that uses emotive words like “epic”. It then goes on to summarize the press release and provide answers to the five Ws.
The eye-catching graphic adds a visual appeal to the traditional press release format and breaks up the paragraphs of text. Then, there’s a quote from a relevant person (the Chairman of the Miami Beach Visitor and Convention Authority) and a brief introduction to the rest of the press release.
This is followed by a bullet point list of events that journalists and readers can scan. The helpful links provide more information on each event.
The press release finishes up with information about the Miami Beach App and provides contact details that journalists can use to get more information.
Now that we’ve got the structure down, let’s take a look at some effective press release examples from various industries that promote different events, launches, and news.
Distribution at its best: content press release examples
Promoting a fresh piece of content with a press release is a popular way to gain visibility. However, it’s important that the content you are promoting has a purpose and isn’t just your latest blog post. It should be something meaty and useful, like a primary research report, the results of a survey, or a new infographic.
Travel brand GetYourGuide draws attention to their latest study in this press release.
Why it works: travel is a hot topic at the moment, and the addition of key stats in the introductory paragraph encourages journalists to read on. Stats are always good to include in a press release since they provide pull-outs for journalists to base their articles on.
The press release from startup Exmark promotes a video series they have released helping people build their patio seating and storage.
Why it works: the timely topic is of interest to people right now, plus the addition of images and videos provides a multimedia angle to the press release.
Get eyeballs on your brand with product launch press release examples
Brands that are launching a new product often go straight to a press release to spread the word. The more news outlets that write about the new product, the better. But make sure your title is compelling enough to stand out against all the other product launches.
SC Johnson’s press release talks about its new sustainable product.
Why it works: the addition of videos and imagery adds another dimension to a text-based press release.
HelpfulCrowd announces the launch of its latest integration for e-commerce users.
Why it works: the press release follows a traditional structure with relevant quotes and a summary at the top, but the most compelling part is the screenshot which shows users what they can expect from the tool.
Vidalgo uses this press release to announce the launch of its new marketplace.
Why it works: Vidalgo follows a traditional press release structure. The images of the people involved add a human touch to a very tech-focused piece.
OwnersBox talks about the launch of their latest game in this press release.
Why it works: the introductory paragraph works particularly well in this press release. As well as providing vital information, it uses emotive language to engage the reader.
myPOS Online has created a press release to launch its new e-commerce solution.
Why it works: myPOS breaks down the press release into separate headings to make it scannable for journalists and readers.
Boost your guest list with event press release examples
Wondering how to write a press release for an event? These are some of the easiest types of press releases to write because you’re essentially advertising a specific time and place. Make sure you include all relevant details and pick out some of the most exciting things about your event--will there be celebrities there? Will there be a theme?
Von Dutch advertises its Summer Fridays events in this press release.
Why it works: the press release mentions some world-famous celebrities who are involved and bolds their names for easy scanning and extra emphasis.
Dan Chan uses this press release to offer his services for just $1.
Why it works: apart from the compelling headline ($1 is hard to say no to), this press release uses quotes from well-known outlets to bolster Chan’s reputation. Even small businesses can use press releases to their advantage.
Spotify’s branded press release is eye-catching while still maintaining the traditional structure of a press release.
Why it works: in true Spotify style, the brand includes a playlist in its press release--adding in audio makes the piece more engaging for journalists and readers.
New hire press release examples: show off your team
Many brands opt to send out a press release when they get a new hire or form a new partnership. Usually, this hire will be someone high up in the company, like a CEO, and the press release should outline what this person brings to the role along with a quote from the new hire themselves.
Citi Solutions Center
Citi Solutions Center announces a top-level new hire via press release distribution. This can be a great way to introduce consumers to the people behind your brand and add clout if they happen to be a big name in the industry.
Why it works: Citi Solutions takes the opportunity to explain why its new hire is good for the business, and including a headshot of the new hire adds a human touch.
Create engagement with a video press release
ScribbleLive filmed a video press release to announce their acquisition of Appinions.
Why it works: the structure is similar to a written press release, but by interviewing the CEO, the brand can get a personal perspective about the news.
Press release writing: eliminate “blank page syndrome”
Staring at a blank page isn’t the most productive use of your time. While a press release comes with a structured outline and is mostly a fact-based writing exercise, it can still be tricky to pull off. Jarvis’ Press Release Title and Intro Template makes it easy to get words down on a page.
They take key information about your event, product launch, new hire, or piece of content and weave it into an engaging narrative that journalists will love.
All you have to do is give a bit of information about your press release, add your company name and the tone of voice you want the AI to use.
Press releases don’t have to be stuffy old paragraphs from the past. Instead, they can be a creative way to promote your business while securing relationships with journalists and getting much-needed media coverage. If you don’t know where to start, use the examples we’ve listed here for inspiration. Sign up today and give Jarvis’ templates a try.