What is a press release?
Press releases are succinct statements that share important news with the press and the public. Usually, companies send press releases to journalists or news organizations, who then take the provided information and include it in their news broadcast or publication.
Related: Press Releases for Your Business: Best Practices
What is a press release used for?
You can use these samples of press releases for a variety of reasons beyond simply announcing an event. Companies also commonly use them for strategic marketing initiatives, ranging from building a product line to announcing mergers or new leadership.
Here are a few other common reasons you might want to write a press release:
- Media coverage. Press releases are an excellent way to get media coverage focused on your business.
- Brand awareness. The more frequently your company’s name is in the news, the more familiar people will become with it.
- Crisis management. Should your company face hardship or crisis, a press release can help you control the narrative.
- Backlink building. Sharing company information through news channels allows you to backlink to reputable sources.
- Marketing. Sharing information through the press about a new product or service can attract the attention of potential buyers. It can also be a great way to build engaging social media posts.
Press release templates for Word
Press releases can be in a variety of forms and styles, although most follow a general format and contain the required elements below:
- Contact information for questions
- “FOR IMMEDIATE RELEASE” written at the top of the press release
- The city and state of your business location
- A boilerplate (or “about us” statement) at the end
Here are a few common examples of press releases you can copy and paste into Microsoft Word to make sure you include these elements. Since the format of a well-written press release changes, depending on the purpose and audience it’s intended for, choose the one that best fits your situation. Also, note that we use the AP style press release format, which is most common.
If you’d rather download a template you can directly edit, click the links below*:
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*Indeed provides these examples as a courtesy to users of this site. Please note that we are not your HR or legal adviser, and none of these documents reflect current labor or employment regulations.
Event press release
Businesses use event press releases to share information about events they’re hosting, sponsoring or attending. For event press releases, the key information to include is the name, location, date and time of the event. Use this template to help you structure your event press release:
[Company name]
FOR IMMEDIATE RELEASE
[Company contact name]
[Phone number]
[Email]
[Website]
[Headline]
What: [Name of the event]
Where: [Location of the event]
When: [Date and time of the event. Include time zone.]
Details: [Include pricing, dress code and any other important event details.]
[Paragraph explaining the event in detail]
Sponsors:
[List any sponsors]
[Provide a boilerplate description of your business and the services and products you provide.]
Related: How to Plan an Event for Your Small Business
Crisis press release
Crisis press releases help companies mitigate any negative impacts from a major challenge the company faced or is facing. This type of press release can help your business manage the details of the story and share positive news about how you’re mitigating damage. Use this template to create your own crisis press release:
[Company name]
[Release date — choose a date on which your company will be prepared to answer any questions.]
[Company contact name]
[Phone number]
[Email]
[Website]
[Headline]
[Explanatory paragraph that provides the basic details of the company crisis.]
[Body paragraph that describes the incident in detail.]
[Body paragraph that provides a solution or plan to mitigate damage caused by the crisis.]
[A quote from a company leader reassuring the public about the status of the company.]
[A call to action that tells readers where they can go for up-to-date information.]
New product press release
Businesses use new product press releases to share details about a new product or service they’re introducing to the marketplace. Often, rather than a full description of every single feature or element of the new product, the press release describes only those features that differ from competitors or updates not available on previous products. Use this template to help you craft your own new product press release:
[Company name]
FOR IMMEDIATE RELEASE
[Company contact name]
[Phone number]
[Email]
[Website]
[Headline]
Product name: [Name of the product]
SRP: [Price of the product]
Launch date: [Date the product will be available in stores]
Retailers: [Where the product will be sold]
[Body paragraph that describes the product’s main features.]
[A quote from a company leader about the efficacy of the product.]
[Body paragraph that provides information about the company.]
[A call to action that tells readers where they can go for more information about the product.]
Tips for writing a press release
Press releases vary in style and tone from other forms of content you might write for your business. Use these tips to help you craft the sample press releases above in a way that will help your company reach its goals:
Write like a journalist
To gain the attention of the journalists and publishers with whom you’re sharing your content, ensure your press release is direct and explanatory. Unlike marketing copy, which may use more subtlety or specific word choices, your press release should be obvious and easy to understand.
Consider the value
Make sure the press release provides value to the publication or agency to which you’re sending it. To do this, take a look at the publication or broadcast to ensure their audience will have an interest in or benefit from learning about your product, service or company.
Use the inverted pyramid
Follow the journalism principle of the inverted pyramid to structure your press release. The bulk of the release should focus on the most relevant information, such as what’s happening, when it’s happening and why it’s happening. After you’ve listed the most vital details, you can include secondary information like quotes and boilerplate copy.
Provide quotes
While quotes aren’t usually included in the first paragraph or section of your press release, they’re still very valuable to the journalists who use your press releases. Providing a quote for the journalist or publication to reference makes it much more likely that they’ll include it in their own reporting.
Cut unnecessary language
Keep your copy streamlined and direct. You don’t need to include extra descriptions or other “fluff” in your writing. Remember, you’re providing the framework for the journalist who will take the information and create an attention-grabbing article or video with it.
Follow AP guidelines
Most journalists use AP style to format their writing. Using AP style for your press releases makes it easier for them to use the information you provide in their own writing.
Include media
Attach photos and videos to your press release. Images, audio and video are great attractors for viewers, so the general public is more likely to read or review your story in a print publication or online if it has an included visual element.
Frequently asked questions about examples of a press release
How do you write a press release?
To write a basic press release, you should lead with a catchy headline, ensure that your press release provides value and include quotes and any relevant information that might be needed. Also, be sure to end with a boilerplate which is similar to your company’s “About Us” statement and provides information about your company.
How do I use a press release template in Word?
The templates we have provided above can be copied and pasted into a Microsoft Word document. You can then fill in the additional information while ensuring that you include all the necessary formatting for creating a press release. If you would rather download a template without copying and pasting, you can use the links provided in this article.
