How to Write a Press Release in 2024: Templates, Examples, and Distribution Tips
In our increasingly digital world, the press release remains an invaluable tool for companies to generate buzz, earn media coverage, and control the narrative around important announcements and developments. But to cut through the noise and achieve your public relations goals, it‘s essential to craft compelling, newsworthy press releases that grab attention and provide real value to journalists and readers.
In this comprehensive guide, we‘ll break down everything you need to know to write high-impact press releases in 2024, from the anatomy of the perfect release to customizable templates you can adapt for any situation. We‘ll also share real-world examples, publishing and distribution tips, and answers to common FAQs to help you earn the media coverage your company deserves.
What is a Press Release?
A press release is an official statement issued by a company to the news media and other targeted publications to announce something newsworthy. The goal is to provide journalists with the key facts and enticing details they need to develop a news story and gain positive coverage for the company.
Traditionally, press releases were mailed or faxed to newsrooms. Today, they are almost exclusively distributed online via press release distribution services, email pitches to targeted journalists, and/or publication on the company‘s website and social media channels.
Why Press Releases Matter in 2024
Even in today‘s fast-paced, oversaturated media landscape, press releases remain one of the most effective ways for companies to:
- Control the narrative around company news and announcements
- Drive traffic to your website and boost SEO with earned backlinks
- Generate positive media coverage and brand awareness
- Establish authority, credibility, and thought leadership in your industry
- Promote new products/services and drive sales
- Attract investors and strategic partners
- Manage your online reputation and get ahead of potential crises
According to a 2023 survey by Cision, 78% of journalists said press releases are the #1 most trustworthy source of brand-related information – more than a company‘s website, blog, or social media channels.
Types of Press Releases
There are many scenarios in which companies can leverage press releases to achieve specific PR and marketing goals. Here are some of the most common types of press releases:
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New Product Launches: Announcing new products, services, or features to drive sales and early adopters
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Mergers and Acquisitions: Informing stakeholders and generating buzz around major organizational changes
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Funding/Investment Announcements: Attracting investors and partners by announcing new funding rounds
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Events: Building attendance and media coverage for conferences, webinars, grand openings, etc.
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Awards/Recognition: Generating positive exposure by promoting company awards and milestones
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New Partnerships: Announcing strategic business partnerships and the value for customers
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Rebranding: Getting ahead of potential confusion by clearly explaining rebranding efforts
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Executive Hires: Establishing credibility and earning media coverage by announcing key new hires
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Crisis Communications: Controlling the narrative and mitigating damage around negative situations
Anatomy of the Perfect Press Release
To write an impactful press release that earns coverage, follow this proven format:
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Compelling Headline: An attention-grabbing title (100 characters or less) that concisely conveys the newsworthy angle
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Location and Date: The city, state, and publication date of the release
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Strong Lead Paragraph: The opening ‘lead‘ para that summarizes the who, what, where, when, and why of your announcement
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Body: 2-3 short paragraphs that provide additional context, quotes, data, and details
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Company Description: A brief ‘About Us‘ section that clearly explains what your company does and provides hyperlinks
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Press Contact: Name, email, and phone number for reporters to reach out with further questions
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Visual Assets: Engaging multimedia – photos, videos, infographics, etc. – to accompany the release
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Closing: Three pound signs (###) that signal the end of the release
Now that we‘ve covered the fundamentals, here‘s a step-by-step process you can follow to write a compelling press release:
How to Write a Press Release: Step by Step
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Identify your newsworthy angle. Before you start writing, clarify the purpose and key takeaways of your release. Ask yourself: Why should anyone care about this news? What makes it unique, timely, or impactful?
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Write an irresistible headline. Your headline is the first (and sometimes only) thing journalists will read, so it needs to be concise, compelling, and descriptive. Focus on the benefits and use active language.
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Craft a strong opening paragraph. Expand on your newsworthy angle in a 3-4 sentence paragraph that covers all the key facts and entices people to keep reading. If you had to sum up your news in one paragraph, this would be it.
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Provide supporting information and quotes. Use the next 2-3 paragraphs to add important details and context to your story. Include engaging quotes from company leaders and stakeholders that lend credibility and colorful commentary.
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Summarize key facts in bullet points. After your body paragraphs, provide a bulleted list of the 3-4 key facts and takeaways you want readers to remember. This helps journalists quickly scan for the vital details.
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Craft your boilerplate. End your release with a succinct ‘About Us‘ section that explains what your company does, along with a link to your website for more info. This helps journalists understand the broader context.
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Proofread and edit. Before publishing, thoroughly proofread your release for spelling and grammar errors. Have a colleague give it a final read to trim fluff and ensure your message is clear.
Press Release Writing Best Practices
To take your press releases to the next level and increase your chances of securing coverage, follow these tips:
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Keep it concise. Aim for 300-500 words max. Journalists are busy, so make every word count!
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Use an active voice. Write in a direct, engaging tone as if you were explaining the news to a friend. Avoid jargon.
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Make it skimmable. Use short paragraphs, bullet points, and subheadings to break up walls of text.
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Incorporate multimedia. Include photos, videos, infographics, and charts to make your release more engaging.
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Optimize for search. Incorporate relevant keywords and backlinks to drive traffic and boost SEO.
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Avoid hype and promotion. Stick to the facts. Exaggerated claims and slogans will turn journalists off.
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Be available. Make it easy for reporters to contact you for more details or interviews.
Press Release Template
To help you get started, here‘s a press release template you can customize for your needs:
[Compelling Headline: Announces the Big News in ~100 Characters]
[City, State] - [Month Day, Year] - [Company Name], a [brief description], today announced [newsworthy angle that summarizes the key takeaways].
[Insert 2-3 sentence lead paragraph that provides more detail on the announcement, covering the who, what, where, when, why, and how.]
[Insert 1-2 short paragraphs to provide additional context and supporting details. Include a engaging quote from a company spokesperson that gives colorful commentary on the news.]
"[Quote from CEO, stakeholder or customer to lend credibility and color]," said [Name, Title] of [Company]. "[Add another sentence that reinforces the key takeaway or value proposition.]"
Key Facts:
- [Bulleted list of key facts and takeaways]
- [Support each fact with relevant stats, numbers, etc.]
- [Aim for 3-4 one-sentence bullets max]
About [Company]:
[1-2 sentence description of the company and what it offers. Include a link to your homepage.]
###
Press Contact:
[Name]
[Email]
[Phone]Press Release Examples
Need inspiration? Here are three examples of well-written, successful press releases:
- Airbnb Announces New Features for Business Travel (2022)
Headline: "Airbnb Introduces Airbnb-Friendly Apartments and Airbnb for Work Features to Unlock the Potential of Business Travel"
Summary: Clear, benefit-focused headline. Strong lead paragraph that covers the who, what, and why. Concise body paragraphs with scannable subheadings. Engaging photos. Succinct boilerplate.
- Apple Launches Foldable iPhone (2023)
Headline: "Apple Reimagines the Smartphone with the Revolutionary Foldable iPhone"
Summary: Bold yet specific headline focused on benefits. Enticing lead paragraph focused on the device‘s unique features. Body paragraphs include colorful executive quotes. Skimmable bullet points highlighting key specs. Multimedia assets including photos and video.
- PayPal and Venmo Announce Crypto Support (2024)
Headline: "PayPal and Venmo to Enable Buying, Selling, and Holding Cryptocurrency to Make Digital Currencies More Accessible"
Summary: Clear ‘what‘; explains the customer benefit in the ‘why‘. Strong supporting quote from the CEO. Bulleted list of supported cryptocurrencies and new features. Includes data on crypto market growth. Clear press contact details.
Tips for Publishing Press Releases
You‘ve written a stellar press release – now what? Here‘s how to ensure your news reaches the right audience:
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Use a trusted distribution service. Platforms like PRWeb, Business Wire, and PR Newswire can syndicate your release to major media outlets and websites. Some offer SEO-boosting features.
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Send targeted pitches. In addition to wide distribution, identify a list of key journalists and publications covering your industry. Send them a brief, personalized pitch explaining why your news matters to their readers.
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Reach out ahead of time. Give select journalists an ‘embargo‘ period to craft their story a day or two before your release goes live to the public. This can help you secure in-depth coverage.
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Avoid publishing on the hour. Distribute your release a few minutes before or after the hour (e.g. 1:13pm vs. 1pm) to avoid competing with a glut of other companies‘ announcements.
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Leverage owned channels. Publish your release on your website newsroom and promote across your social media channels, email newsletters, and blog.
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Amplify earned media. Share and promote any stories that reporters write based on your press release. This ‘second wave‘ of distribution keeps the momentum going.
Frequently Asked Questions
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What‘s the ideal length for a press release?
Aim for 300-500 words. Anything longer risks losing busy journalists‘ attention. -
How far in advance should I send a press release?
Send your release to select publications 1-2 days in advance under embargo. Once live, distribute widely. -
Should I include multimedia assets?
Absolutely! Photos, videos, infographics and more increase engagement and shareability. Include a download link. -
How do I measure the success of my press release?
Key metrics include number of media mentions/backlinks, website traffic, social media engagement, and sales/lead generation attributed to the announcement.
A well-crafted press release remains one of the most powerful tools for earning positive media coverage, generating buzz, and achieving your communications goals. By following the templates and best practices in this guide, you‘ll be able to create newsworthy releases that journalists can‘t resist.
From the anatomy of the perfect press release to publishing and distribution tips, you now have a proven roadmap to elevate your company‘s PR efforts in 2024 and beyond. Get writing!