How to write a press release [free press release template + examples]

I’ve written hundreds of press releases for startups, mid-sized companies, and even Fortune 500s, and one thing remains constant: a well-crafted press release can still cut through the noise.

While every company believes its announcement is special, most either forget an important element or fail to make their press release newsworthy. In this guide, I’ll share press release templates and walk you through how to write and format a press release that’s attention-worthy and can capture that coveted media coverage.

Table of Contents

• What is a press release?
• Benefits of Press Releases
• Types of Press Releases
• Sample Press Release Format
• How to Write a Press Release
• A Press Release Template For Every Occasion
• Real-world Press Release Examples
• Tips for Publishing and Distributing Press Releases

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

Get Your Free Kit Learn more Get Your Free Kit

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now

What is a press release/news release?

A press release is an official written statement that an organization sends to the news media. You can distribute a release via email, wire services, or by posting it directly on your company website.

A press release is a standard way of introducing your news to journalists with the goal that they’ll publish it in their publication or station. You’ll want to include enough information so that news outlets can publish their own story or request an interview.

Most press releases are succinct, just one to two pages, and include multimedia and a quote. While the heading should contain action verbs, the first paragraph should answer the who, what, why, and where of your news.

While the primary audience is news outlets, press releases live on the internet, which means your stakeholders and customers can see them. So, instead of thinking of a press release solely as a ticket to earning news coverage, you can also think of it as a valuable piece of digital marketing content.

Benefits of Press Releases

Aside from helping your company generate media coverage, press releases offer several benefits.

• Brand exposure: 72% of PR pros say that press releases raised their brand or product visibility. Press releases create brand awareness by sharing your company's news, updates, or achievements through earned media. This exposure can attract potential customers and partners.
• Increasing trust and authority: Positive or neutral media coverage increases credibility for companies. 52% of PR pros say that press releases have reinforced their brand authority and leadership in their industry.
• SEO benefits: Press releases distributed online can improve your search engine rankings. Including relevant keywords and links in your press release can help boost your website's visibility in search results.
• Investor and stakeholder communication: Press releases are an effective way to communicate with investors, shareholders, and other stakeholders, keeping them informed about significant company announcements, financial results, or strategic initiatives.
• Crisis management: When you’re stuck in a challenging situation, a well-crafted press release can help control the narrative, provide accurate information, and manage public perception.

While there's no cut-and-dried formula for what a press release should include, here are a few types of occasions to help you carve out a focus for your press release and determine what content would help you broadcast your news in the best way.

Types of Press Releases

1. New Product Launches
2. Mergers and Acquisitions
3. Product Updates
4. Promotions
5. Events
6. Grand Openings
7. New Partnerships
8. Rebranding
9. Leadership Change Announcements
10. Awards

1. Product Launches

The product launch type of press release is valuable to get the word out about the new solutions your organization is offering to consumers.

It should emphasize the product's specs, pricing, availability, and any other details that may be valuable to consumers.

2. Mergers and Acquisitions

Organizational change is noteworthy enough to warrant a press release, especially for informing current and future stakeholders about the growth and trajectory of a company.

To announce an acquisition or merger, include details about all organizations involved, information about the merger or acquisition, and quotes from the leadership teams.

3. Product Updates

Similar to a new product launch, product updates and expansions are also ripe for promotion. Explain what the change is, why it was made, and how it benefits the user.

4. Promotions

Let’s say that it’s National Coffee Day and you’re getting ready to give away free coffee at your coffee shop locations. One surefire way to spread the word is to distribute a press release about it to the media.

Make sure you’re selective about which promotions you share with media— focus on just a few big promotions each quarter. Journalists won’t continue opening your emails if you send a press release every time you have a 15% discount.

5. Events

Press releases are an important component of event marketing to attract promotion from news outlets and other media sources.

You'll want to include:

• What the event is about
• Who should consider attending
• When and where it will be held
• Pricing

6. Grand Openings

Whether you opened up a new office, relocated, or are opening for the first time, publicize the details with a grand opening press release.

Announce the date and location of the grand opening, who is involved, any freebies or exciting activities, and the reason for the move (if applicable).

7. Partnerships

Similar to mergers and acquisitions, a press release announcing new partnerships is a mutually beneficial marketing tactic.

To effectively execute this type of release, be sure to write a summary about each company or person, why the partnership was created, who benefits, and any additional important details for current and future stakeholders.

8. Rebranding

A rebrand can be exciting, but can also cause confusion. That’s where a press release announcing the change can help. Explain not only what the change is, but why it’s happening and why it matters. Tie in executive quotes and take the opportunity to re-introduce yourself and your values to the public.

9. Leadership Change Announcements

Executives often serve as faces of the company, and a press release functions to kick off this role. If you’re a public company, announcing an executive team change quickly is required by law and can be controversial if you’re announcing a sudden change.

To avoid deepening a crisis, give a high-level reason for the change if possible, keep the release concise and neutral in tone, and share interim leadership details.

When introducing a new leader, share biographical information to establish their credibility along with a photo and other pertinent details.

10. Awards

When it comes to business excellence, it's OK to brag. Press releases about awards and accomplishments serve to cement your organization as an authority in your space.

Such a press release includes information about the company and why they were given the award, information about the award itself, and details about the ceremony (if applicable).

Press Release Format

1. Contact information and ‘For Immediate Release’ at the top.
2. Title and italicized subheading to summarize the news.
3. A dateline.
4. An opening line sharing the key details.
5. Two to three paragraphs to add context and additional details.
6. Bulleted facts and/or figures.
7. Company boilerplate at the bottom.
8. Three pound symbols (###) at the end to signify the end of the release.

When formatting a press release, you want to write it in a newsy, straightforward way so a journalist who might write about it can imagine it as an article on their news site.

What to Include in A Press Release

To start, here are the basics every press release should include:

• Your contact information, located at the bottom or top.
• The phrase “For immediate release” located on the top right.
• A dateline (the city and state in all caps followed by the release date).
• A headline that quickly explains the announcement.
• Your business location in the first sentence of the press release.
• A quick bio about your company, called a boilerplate, at the end of your press release.

You also might want to include “###” or another signifier to show the journalist that the release has ended. In the past, this prevented busy journalists from waiting or flipping the page for more information when there was no more news. However, this tradition is still adopted and highly-respected today.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

Get Your Free Kit Learn more Get Your Free Kit

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now

Writing Your Press Release in AP Style

One dead giveaway of a novice or unprofessional press release is neglecting to use AP Style. Most newspapers and online media sites use a version of AP (Associated Press) Style as the universal style guide for their writing.

To make it as easy as possible for these news outlets to pick up your piece, format your writing in AP Style. This includes grammar rules, city and state abbreviations, address formatting, correct title formatting, and when to spell out or use figures for numbers.

I taught myself the rules of AP Style from a 2007 style book, but thankfully it will be much easier for you with online resources. You can get a free trial of a searchable AP Style guidebook or choose from one of many online cheat sheets.

Formal vs. Informal Press Release Writing

A traditional press release is formatted in the third person, for example: “McDonald’s reports first-quarter 2025 results”. Imagine the type of headlines or writing style you’d read in Reuters or Bloomberg.

While this formatting is still appropriate for some press releases, like investor disclosures or formal industries like finance, it doesn’t serve every occasion or industry well anymore.

Traditional press release writing comes off as overly formal, stiff, and passive in many cases. Using an active voice and first person (“I/We”) can personalize your brand and make it more trustworthy.

Formal press releases aren’t for everyone, so take a look at your brand voice and industry and find your balance.

Now, onto the body of your press release:

• Your first paragraph should state what the announcement is about while providing some context around your business and what it does.
• The next two to three paragraphs should include quotes from a company spokesperson, client, or business executive to explain the “why” behind this announcement.
• Your last paragraph should be an “About Us” boilerplate that explains what your company is and what it offers.

In this example, Catbrella Inc., a fictitious ad agency that just gained its 10th Twitter follower after two years of paid social media efforts, announces its achievement in a press release.

*Disclaimer: HubSpot is entirely responsible for the silliness of this faux announcement.

How to Write a Press Release

1. Write a compelling headline.
2. Add more context with a subheadline.
3. Write a strong lede.
4. Show the “So, what?”
5. Offer a tempting quote.
6. Include multimedia.
7. Summarize the ‘who’ and the ‘what’ in a boilerplate.
8. Include contact information.
9. Proofread before publishing.

Writing a press release to break company news or publicize key information can help businesses grow and manage the narrative about your company. Here's how to write a press release, like the one above, step-by-step.

1. Write a compelling headline.

A great news release starts with a great headline. Your headline should grab attention and summarize the key news.

Here are some tips to make your headline stand out:

• Use action verbs.
• Avoid vague words like “exciting”.
• Be specific.
• Keep it short.

Most importantly, make it interesting. Keep in mind that reporters get dozens, if not hundreds, of releases each day, so invest the time to write a compelling headline. Look for data, connections to current events, and compelling copy. I always tell brands, don’t be afraid to be playful if it fits the topic and your brand voice.

2. Add more context with a subheadline.

While your headline is meant to draw readers in, your subheadline gives readers a better idea of the news you’re sharing. Use the subheadline to expand slightly, but keep it tight. This can either be in a traditional paragraph format or as bullet points. Make sure it supports the headline you crafted to entice people to keep reading.

Pro tip: When I get stuck on a headline or subhead, I either put in a placeholder and return at the end to write it, or use the “So, what?” exercise (see Step #4) to help me clarify the key message.

3. Write a strong lede.

If you want your press release to be newsworthy, you must give readers a reason to care. Journalists don’t have time to read long intros. Lead with the most critical information: who, what, when, where, and why.

A good way to ensure this is by using the reverse pyramid formula when writing your press release: Going from the most important information to the least important.

While the first paragraph of your release should explain the who, what, where, the second paragraph should cover the why.

Reporters don‘t have time to sift through details and fluffy background information — they just need the facts that’ll help them tell your story to someone else from a position of authority.

4. Show the “So, what?”

Journalists always need to answer the “So, what?” about a story. In other words, why should their readers care?

If you’re sending a press release about TikTok to an outlet targeting senior citizens, why should they care? You need to spell it out. This is also true for geography. When pitching local outlets with a national story, take the extra step to include some local data or angles to make the connection obvious.

Another good way to add value to your press release is by using newsjacking. Newsjacking is simply connecting your press release to something trending in the news or current events right now. This makes your news more valuable to the journalist and reader and answers not only “So, what?” but “Why now?”.

5. Offer a tempting quote.

Once you‘ve set the scene, it’s time to bring your details to life with at least one quote that reporters can use for context and to paint a picture of how your news affects the given industry, customer base, and landscape.

Quotes add personality and authority, so choose who to quote with intention— ideally the CEO, founder, or project lead. To avoid bland-sounding executive quotes, use action words, avoid jargon, and avoid hyperbole.

Here’s a pro tip I’ve learned: A quote from a customer is even more powerful than an executive. Early in my career, I advised a client to remove a generic quote from their press release. They replaced it with a quote from a customer sharing how the new feature solved a real-world problem. The revised release was far more powerful and resulted in coverage.

6. Include multimedia.

News media (and audiences) don’t just want to read about your product, they want to see it. TV stations, in particular, need to know that you have strong visuals to run a story. Fifty-one percent of PR pros say that they sometimes include multimedia with their release, and 37% say that they always do, according to a PRNewswire report.

One in three journalists says that providing multimedia assets is one of the best ways you can provide value— and it makes them more likely to pick up a release. Gather several high-quality images and, when possible, a video to share with your press release. Infographics or other data visualizations can also be a powerful addition to encourage pickup.

7. Summarize the “who” and the “what” in a boilerplate.

Your boilerplate is simply a short description of your company and what it offers. Keep it under 100 words and describe what your company does in clear, plain language. Don’t forget to link to your website in the text.

8. Include contact information.

Make it easy for reporters to reach out to you. Always include a name, title, phone number, and email below the boilerplate of the press release. This allows them to quickly contact you to get additional details, schedule an interview, or request accompanying visuals or materials.

This streamlines the communication process and increases the likelihood you’ll receive an interview request or media coverage.

9. Proofread before publishing.

As with anything you write, always proofread your press release before distributing it to the media.

Typos and formatting issues scream unprofessionalism, and you don’t want typos to distract from your message. I always have a colleague read it cold, and if they can’t explain the news clearly after reading it once, I rewrite it.

A free tool like HubSpot’s AI Content Writer can help you ideate, write, and edit a press release before sending.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

Get Your Free Kit Learn more Get Your Free Kit

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now

A Press Release Template for Every Occasion

Now, it’s finally time to write your press release. Nab the templates below to jump-start your press release process and get started.

Each document has placeholders for the critical information you need to include, depending on the announcement you’re making.

1. New Product Press Release Template

Download This Press Release Template for Free

Adding a new product to your existing lineup is always an exciting development. Announcing the details in a press release is a great way to generate interest, jumpstart sales, and get early signups. However, you need to convince a journalist why they and their readers should care.

This product release press release template is useful for announcing the release of a new product or service. Always include key details like what the product does, its features, pricing, availability date, and where it can be purchased or accessed.

Pro tip: Share information about the problem you are solving for people. Use credible research to position the problem, then show how you can address it. For example, instead of “X company launches new financing product for homeowners,” say “X company tackles housing insecurity with affordable financing solution.”

2. Startup Fundraising Press Release Template

Download This Press Release Template for Free

Fundraising news signals growth and momentum, both to potential customers and future investors. It shows credibility and forward motion and can build trust with early adopters or potential employees.

Customize this fundraising press release template to share after a Series A, B, or C funding round, when announcing a high-profile investor, or when you’re ready to scale or expand. From a PR perspective, this type of announcement opens doors to future investor interest and partnership opportunities.

Pro tip: Spell out the anticipated local impact of the fundraising, such as expanding headcount, a new location, or future service offerings.

3. New Partnership Press Release Template

Download This Press Release Template for Free

If you’re partnering with another business to offer an improved product or a new integration, use this partnership press release template to share the good news. You get space to describe the new benefits and features customers will enjoy.

Partnership announcements are great because they allow you to attach your name to another leading company (and vice versa, for your partner).

Note: If you’re merging or acquiring another company, I have a different template for that — download it here with the rest of the kit.

Pro tip: Since relationships are key for any partnership, work closely with your partner on the press release. Ask for their approval on the content and include quotes and boilerplates from both companies.

4. Milestone Press Release Template

Download This Press Release Template for Free

Milestone press releases are a great way to garner attention even when you aren’t releasing anything new. They’re especially useful if you’re a public company or planning to seek funding from investors. Think of milestones like:

• A significant number of customers or accounts
• A significant number of social media followers
• An anniversary
• An award, like “Best Places to Work”
• A major project launch or completion

Use this template to share your milestone, why it’s important, and which successes you’ve recently experienced. In addition, you can share direct quotes from your executives and directors about the positive impact of the momentum you’re seeing.

Not sure what a milestone press release can look like? Here’s an example of one sharing multiple milestones from HubSpot.

Pro tip: Milestone announcements are often self-aggrandizing, so work extra hard to show the value to the readers.

5. New Executive Hire Press Release Template

Download This Press Release Template for Free

People connect with people even more than brands. Announcing a strong hire or internal promotion puts a face to the company and reinforces confidence in your leadership team.

This executive hire template introduces a new executive joining your team or highlights the promotion of an internal leader. It typically includes their name, title, background, experience, and a quote from them or company leadership.

For reporters, this kind of news is often more personal and relatable than product updates or funding rounds. If the person hired has a track record in the industry, it can spark interest from niche publications or former colleagues.

Pro tip: Send the press release to markets or publications with a direct connection to the hire, like their hometown, current city, or alumni publication. Make sure the connection is clear in the release (“Cleveland native, etc.”).

Download this press release template for free

This template kit also offers creative replacements for the traditional press release and a guide on how to create a comprehensive promotional plan.

Follow these, and you’ll have exactly what you need to drive brand awareness and stand out among your competitors.

Real-world Press Release Examples

It always helps to see examples first to inspire you. Here are a few standout examples I’ve saved from the past year to spark your creativity. I break down the type of news each one is reporting on and what makes the release unique:

1. HubSpot

Type of Press Release: Product Update

Source

I’m a little biased, but HubSpot shows how you can be both professional and creative in a press release. This product announcement, sharing that the Breeze AI Customer Agent has expanded availability to HubSpot customers, reinforces the value of its product lines and highlights its continued commitment to customers.

What I Like

HubSpot doesn’t just say that its product is great— it shows it with direct customer quotes and data. The company takes a less formal, first-person approach, giving the release a more approachable and conversational feel.

HubSpot’s use of bullets makes it scannable, and its multimedia assets including an audio version, illustrated header, and video increase the chance of coverage.

2. Yum! Brands

Type of Press Release: Leadership Change Announcement

Source

A CEO change is a major announcement. This press release from Yum! Brands is a good example of how to do it well. The release covers the who, what, where, and when upfront in the headline, subhead, and lede.

The press release also covers the why with the retirement of the current CEO, highlights of the previous CEO’s tenure, bio of the incoming CEO, and thoughtful quotes.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

Get Your Free Kit Learn more Get Your Free Kit

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now

3. Chipotle

Type of Press Release: Milestone

Source

I love a good report press release, and this one is no exception. Chipotle is known for its sustainability efforts, and the brand used its annual sustainability report as a touchstone to talk about all the good it’s doing.

Note the release’s use of bullets in the subhead to share key ideas and how quickly it shares the link to the full report. Then, the brand shares bulleted summaries of the key takeaways from the report along with a custom header illustration. The brand also combines two related news items, sharing about an expanded solar initiative to increase the chance of coverage.

4. OREO and Post Malone

Type of Press Release: Partnership

Source

A simple partnership announcement can be pretty bland by itself. In this case, Mondelez Brands ditched that stereotype with a fun, multimedia press announcement. Here’s what made it unique:

• A limited-release collaboration OREO with nine unique embossments.
• An OREO “Taste Twist” Sweepstakes inviting fan engagement.
• Video footage showing Post Malone “mining” his OREO gold.
• A quote by Post Malone that’s genuine and true to his personality.

The press release and collaboration resulted in media coverage by dozens of outlets.

5. Texas Instruments

Type of Press Release: Product Launch

Source

TI doesn’t just say that it launched the world’s tinies MCU, it shows it in this powerful release. The company gives data and high-quality photos showing just how tiny it’s latest innovation is. In the section “Tiny package, big possibilities,” it shares why it matters and how it can impact customers’ lives, from electric toothbrushes to stylus pens.

5. Humana

Type of Press Release: Event

Source

For an event press release, capture the who, what, where, and when upfront. Clearly state why your event matters to the audience and any ticketing information people need to know.

In this release, Humana and the Trust for the National Mall tease the National Mall of Pickleball, a three-day event celebrating pickleball with free activities and games open to all.

Tips for Publishing and Distributing Press Releases

Writing a press release is just the first step of publicizing your news. Once it’s finalized, you need to distribute it. There are a few distribution tactics you can use:

• A wire service distributes your release broadly for online pickup and lets you target by geography and industry.
• An email distribution lets you send a customized pitch or message to specific journalists or customers.
• An owned media distribution means you post the release on your website and social media accounts, boosting SEO and sharing the news with your existing audience.

To receive the best possible coverage, follow these tips.

1. Reach out to specific journalists.

Instead of blasting a press release out to every journalist in your city or beat, focus on a few journalists who are a good fit for your story and send them a personalized message (aka pitch).

Connect the dots and show them why the story is interesting and relevant to their audience.

2. Send embargoed releases.

Give journalists some time to craft a story around your press release by sending it to them under embargo the day before it officially goes live.

“Under embargo” simply means they aren't allowed to share the information in the press release until the time you specify.

In special circumstances you can also offer an exclusive to a media outlet, meaning that they get first access to the story or special behind-the-scenes access or interviews.

3. Choose a staggered release time.

If you're publishing your press release on a distribution service like PR Newswire or Business Wire, avoid publishing it on the hour (e.g., 9 a.m. or 3 p.m.).

The reason? Most companies schedule their releases to go out on the hour, which means if your release goes out on the hour too, it's more likely to get lost in the shuffle.

Instead, try going with a more distinct time (e.g., 1:12 p.m., or 3:18 p.m.,). Keep time zones in mind— earlier is usually better than later, particularly if you’re on the West Coast or targeting EST/European markets.

4. Share your media coverage.

Remember, a press release is just a means to an end. When your press release gets picked up by the media, your job still isn't finished.

To keep the buzz going, amplify and share your news coverage stories on email and social media to create a “second wave” of distribution. These stories are more credible and powerful than your press release since they come from a third party.

I’ve learned that social media metrics factor into journalists’ performance reviews, so sharing and increasing the stories also helps them— and earns you favor for the next time you need coverage.

Why Using a Press Release Template Is Anything but Cookie-cutter

The beauty of a press release template is that it gives you structure and consistency, but has enough flexibility that you don’t sound like everyone else. You have the flexibility to make your release unique, creative, and newsworthy— I highly recommend you make it your own!

Following a template ensures that you include all the essential elements— from headline to boilerplate— without missing anything journalists need. It saves time, reduces guesswork, and helps maintain a professional tone, whether you're a seasoned PR pro or writing your first announcement.

Think of how you can make it unique. Can you include new data? A remarkable graphic or video? A shareable Slidehare? A creative angle?

The humble press release is still a powerful way to reach new audiences and garner press attention for your news. Instead of ditching releases as a tactic, give them a modern makeover with multimedia, bullets, and personality to make your story easy and irresistible to share.

Editor's note: This post was originally published in November 2019 and has been updated for comprehensiveness.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

Get Your Free Kit Learn more Get Your Free Kit

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now