How to Write a Press Release [Free Press Release Template + Examples]

In in the present day‘s world, manufacturers must generate their very own buzz. Customers aren’t ready for the every day newspaper anymore to get their information. As a substitute, they’re scanning headlines on Twitter, Fb, and different social media platforms.

One technique to management the narrative surrounding your model is thru press releases. Whether or not it is sharing a brand new product launch or modifications in your organizational construction, a daily cadence of significant information may help an organization stand out and construct mindshare with journalists over time.

On this publish, we’ll focus on:

What’s a press launch/information launch?

A press launch is an official assertion (written or recorded) that a corporation points to the information media and past. Whether or not we name it a “press launch,” a “press assertion,” a “information launch,” or a “media launch,” we’re all the time speaking about the identical primary factor.

Whereas the heading ought to include motion verbs, the primary paragraph ought to reply the “who,” “what,” “why,” and “the place.” The press launch must also include comprehensible language and a quote.

Most press releases are succinct at only a web page lengthy – two pages tops. In the end, firms wish to present sufficient info in order that information shops have adequate materials for publishing their very own tales about regardless of the firm is asserting within the launch.

One factor to recollect is that press releases reside within the public area, which suggests your stakeholders and clients can see them.

So, as a substitute of pondering of a press launch solely as a ticket to incomes information protection, think about it as a beneficial piece of selling content material.

Advantages of Press Releases

Except for serving to your organization generate media protection, press releases supply a number of advantages.

• Model publicity: Press releases may help create model consciousness by sharing your organization’s information, updates, or achievements. This publicity can entice potential clients and improve model recognition.
• search engine marketing advantages: Press releases distributed on-line can enhance your search engine rankings. Together with related key phrases and hyperlinks in your press launch may help enhance your web site’s visibility in search outcomes.
• Investor and stakeholder communication: Press releases are an efficient technique to talk with traders, shareholders, and different stakeholders, conserving them knowledgeable about important firm bulletins, monetary outcomes, or strategic initiatives.
• Disaster administration: While you’re caught in a difficult scenario, a well-crafted press launch may help management the narrative, present correct info, and handle public notion.

Whereas there is not any cut-and-dried formulation for what a press launch ought to embrace, listed here are just a few varieties of events that can assist you carve out a spotlight to your press launch and decide what content material would provide help to broadcast your information in one of the simplest ways:

Product Launches

The product launch kind of press launch is efficacious to get the phrase out in regards to the new options your group is providing to customers.

It ought to emphasize the product’s specs, pricing, availability, and every other particulars which may be beneficial to customers.

Mergers and Acquisitions

Organizational change is noteworthy sufficient to warrant a press launch, particularly for informing present and future stakeholders in regards to the progress and trajectory of an organization.

To announce an acquisition or merger, embrace particulars about all organizations concerned, details about the merger or acquisition, and quotes from the management groups.

Product Updates

Much like a brand new product launch, product updates and expansions are additionally ripe for promotion. Clarify what the change is, why it was made, and the way it advantages the consumer.

Occasions

Press releases are an vital part of occasion advertising to draw promotion from information shops and different media sources.

You will wish to embrace:

• What the occasion is about
• Who ought to think about attending
• When and the place it will likely be held
• Pricing

Grand Openings

Whether or not you opened up a brand new workplace, relocated, or are opening for the primary time, announce the small print with a grand opening press launch.

Announce the date and site the grand opening shall be held, who’s concerned, how the grand opening is being celebrated, and the rationale for the transfer (if relevant).

New Partnerships

Much like mergers and acquisitions, a press launch asserting new partnerships is a mutually helpful advertising tactic.

To successfully execute any such launch, make sure you write a abstract about every firm, why the partnership was created, who advantages, and any extra vital particulars for present and future stakeholders.

Rebranding

Rebranding is a tough factor for any enterprise to do, and it will probably sometimes lead to confusion and awkwardness.

One technique to make the transition smoother is by asserting the rebrand with a press launch, together with particulars on what’s altering, the rationale for making the change, dates the modifications go into impact, and quotes from the management workforce.

Govt Workforce Modifications

Executives usually function faces of the corporate, and a press launch capabilities to kick off this position.

It might embrace biographical info to ascertain their credibility together with a photograph and different pertinent particulars.

Awards

In the case of enterprise excellence, it is OK to brag. Press releases about awards and accomplishments serve to cement your group as an authority in your area.

Such a press launch contains details about the corporate and why they got the award, details about the award itself, and particulars in regards to the ceremony (if relevant).

When formatting a press launch, you wish to write it in a newsy, simple means so a journalist who would possibly write about it will probably think about it as an article on their information web site.

To begin, listed here are the fundamentals each press launch ought to embrace:

• Your contact info situated on the highest left nook
• The phrase “For fast launch” situated on the highest proper
• A headline that rapidly explains the announcement
• Your small business location within the first sentence of the press launch
• A fast bio about your organization on the finish of your press launch.

You additionally would possibly wish to embrace “###” or one other signifier to indicate the journalist that the discharge has ended. Prior to now, this prevented busy journalists from ready or flipping the web page for extra info when there was no extra information. Nonetheless, this custom is still adopted and highly-respected today.

Now, onto the physique of your press launch:

• Your first paragraph ought to state what the announcement whereas offering some context round your enterprise and what it does.
• The subsequent two to a few paragraphs ought to embrace quotes from an organization spokesperson or enterprise govt to clarify the “why” behind this announcement.
• Your final paragraph must be an “About Us” part that explains what your organization is and what it gives.

On this instance, Catbrella Inc., a fictitious advert company that simply gained its tenth Twitter follower after two years of paid social media efforts, proclaims its achievement in a press launch.

*Disclaimer: HubSpot is fully chargeable for the silliness of this fake announcement.

Writing a press launch to interrupt vital firm information may help companies develop higher, however doing it proper is simply as vital. This is tips on how to write a press launch, just like the one above, step-by-step.

1. Write a compelling headline.

You‘ve obtained your announcement in thoughts, and now it’s time to get it down in phrases to share together with your group, business, and followers.

Similar to writing the perfect blog post title, organising your press launch for achievement begins together with your headline. You solely have one line to work with, which may appear scary, however think about your phrases rigorously to make your headline fascinating.

Listed here are some tricks to make your headline stand out:

• Use motion verbs.
• Be particular.
• Hold it quick.

Most significantly, make it fascinating: Remember the fact that reporters get dozens, if not a whole lot, of releases every day, so make investments the time to write down a compelling headline.

Customers, alternatively, see information tales throughout their timelines. As such, your headline must be fascinating sufficient to reel them in.

2. Add extra context with a subheadline.

Whereas your headline is supposed to attract readers in, your subheadline offers readers a greater concept of the information you’re sharing.

When crafting your subheadline, goal to encapsulate your press launch in a single sentence. Ensure it helps the headline you crafted to entice folks to maintain studying.

3. Convey the information worth to the press.

If you would like your press launch to be newsworthy, it’s a must to give readers a purpose to care.

A great way to make sure that is by utilizing the reverse pyramid formulation when writing your press launch: Going from crucial info to the least vital.

Whereas the primary paragraph of your launch ought to clarify the who, what, the place, the second paragraph ought to cowl the why.

Reporters don‘t have a ton of time to sift by particulars and fluffy background info — they simply want the information that’ll assist them inform your story to another person from a place of authority.

There should not be any new, essential info lined after these sections as a result of the readers might doubtlessly miss them.

4. Provide a tempting quote.

When you‘ve set the scene, it’s time to deliver your particulars to life with a quote that reporters can use for context round your announcement and assist paint an image of how your information impacts the given business, buyer base, and panorama.

Ideally, quotes shall be from key stakeholders in your organization together with your govt workforce, challenge leads, or these immediately impacted by your announcement.

Quoting key figures and authorities underlines the significance of your improvement. The chosen quote ought to form your narrative and emphasize the core of the announcement.

Do not ask everybody in your workplace for a remark or really feel compelled to cite all 25 folks included within the acquisition. Choose one or two important spokespeople and focus the quotes round their distinctive perspective.

5. Present beneficial background info on the topic.

On this final paragraph, remember that the reader ought to have already got key particulars they want relating to your announcement.

Provide particulars right here that strengthen your narrative, like inventive or noteworthy methods your organization developed the challenge or announcement at hand. Or, when relevant, touch upon the longer term implications of your announcement.

One other great way so as to add worth to your press launch is by utilizing newsjacking. A technique of relating your press launch to one thing presently occurring to make it extra beneficial to the journalist and reader.

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

Twitter is chock-full of reporters lamenting press releases or pitches that do not clearly clarify what the corporate does or what the announcement is definitely about.

Describe what your organization does in clear, plain language and embrace a hyperlink to your organization’s web site early on.

For those who cite knowledge, embrace a reference hyperlink for the information supply, and ensure each identify within the launch has an related title and firm as effectively.

7. Embrace contact info.

Make it simpler for journalists to achieve out to your organization by offering your media contact info. This enables them to rapidly get in contact with you to get extra particulars, schedule an interview, or request accompanying visuals or supplies.

It could additionally assist streamline the communication course of and improve the chance of receiving media protection or partaking in additional dialogue with journalists or related stakeholders.

When giving your contact info, make sure you embrace:

• Your contact particular person’s identify
• Electronic mail deal with
• Telephone quantity

8. Proofread earlier than publishing.

As with all different factor you write, you must all the time proofread your press launch earlier than sending it out to the media. You wish to current your organization in the perfect mild attainable, and typos can distract out of your message.

Take the time to do one closing learn by earlier than publishing. Higher but, have an editor or colleague have a look at it. This offers you the chance to tweak sentences, repair any complicated elements, double-check the formatting, and be sure that it’s straightforward to learn and perceive.

To maintain your self sincere on this entrance, ask a colleague to learn the discharge with out context and ask them to relay the data again to you. If they cannot recall the who, what, or why get again to the drafting board.

Press Launch Templates

Now, it’s lastly time to write down your press launch. How do you even start? Use the templates beneath to information your press launch creation course of. Every doc has placeholders for the important info it is advisable to embrace, relying on the announcement you’re making.

1. New Product Press Release Template

Download This Press Release Template for Free

Including a brand new product to your current lineup is all the time an thrilling improvement, one which you must announce the second you’re able to generate curiosity, jumpstart gross sales, and get early signups. This press launch template from HubSpot means that you can do exactly that in a succinct method, whereas nonetheless promoting the advantages and options that you just’re providing clients.

You can even share when the product shall be obtainable, how a lot it prices, and the place to seek out extra info. This type of important intel is important to drive early certified leads.

2. Startup Fundraising Press Release Template

Download This Press Release Template for Free

Use this template to announce a brand new spherical of fundraising for your enterprise. You’ll be able to embrace a quote out of your investor and one out of your consultant, in addition to the explanations for why you’re fundraising.

Fundraising is without doubt one of the most important issues it is advisable to do to your startup, no matter which stage your organization is in — whether or not you’re nonetheless within the creating phases or at a extra mature stage. You would possibly have already got just a few rounds of funding beneath your belt, however should you’re delving into a brand new spherical, the general public ought to know.

Utilizing this press launch template is not going to solely provide help to construct buzz round your organization, however provide help to entice the eye of angel investors searching for new, rising startups to put money into.

3. New Partnership Press Release Template

Download This Press Release Template for Free

For those who’re partnering with one other enterprise to supply an improved product or a brand new integration, use this press launch template. You get area to explain the brand new advantages and options clients will get pleasure from, in addition to direct quotes out of your and your companion’s representatives.

A partnership announcement will generate pleasure to your mutual collaboration and mean you can connect your identify to a different main firm (and vice versa, to your companion). Notice: For those who’re merging or buying one other firm, we have now a unique template for that — download it here with the rest of the kit.

4. Momentum or Milestone Press Release Template

Download This Press Release Template for Free

Milestones are completely value asserting — particularly should you’re a public firm or planning to hunt funding from traders. Use this template to share your milestone, why it’s vital, and which successes you’ve just lately skilled. As well as, you may share direct quotes out of your executives and administrators in regards to the constructive affect of the momentum you’re seeing.

Unsure what a milestone press launch can appear to be? Here’s one example from HubSpot.

5. New Executive Hire Press Release Template

Download This Press Release Template for Free

Whether or not you’ve just lately employed a brand new Chief Advertising and marketing Officer or on-boarded one other high-level govt to your Board of Administrators, it’s important to announce these main modifications. It not solely helps the general public get to know your management workforce, however helps your individual firm expertise the joy of getting a brand new govt on their aspect. Plus, it may be a wonderful morale booster to your new rent.

Use this template to do exactly that. You will have area to share direct quotes and particular examples of why your latest govt is such a terrific match to your firm.

On the lookout for extra? The package beneath contains all the above press launch templates, plus extra templates based mostly on the kind of announcement your organization needs to make.

Download This Press Release Template for Free

This template package additionally gives inventive replacements for the normal press launch and a information on tips on how to create a complete promotional plan. You will have precisely what it is advisable to drive model consciousness and stand out amongst your rivals.

Press Launch Examples

Many individuals suppose press releases must be chock stuffed with buzzwords and branded phrases.

“Large knowledge,” anybody? 5-syllable phrases it’s a must to search for on Thesaurus.com? Quotes from each govt on the planet that go on for pages? We have seen all of it. Sadly, so have reporters – and they’re not followers.

As a substitute of stuffing your subsequent launch with business jargon, take a web page out of our ebook (OK tremendous, e-book), The Newsworthy Guide to Inbound Public Relations, and brainstorm some inventive approaches to your subsequent announcement.

Are you able to embrace new knowledge? A outstanding graphic or video? A shareable SlideShare? If that’s the case, a inventive angle may help carry your content material and improve the chance of social sharing.

Now, to get you pondering heading in the right direction, check out some inventive press launch examples beneath, the kind of information each is reporting on, and what makes the discharge distinctive:

1. Microsoft

Kind of press launch: Acquisition

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The very first thing that stands out on this press launch is the headline. It tells a full story with out being too lengthy: It covers who’s concerned (Microsoft and Activision), what’s taking place (an acquisition), and why it issues (to deliver the enjoyment and group of gaming to everybody).

All through the press launch, you get quotes from leaders in each organizations, serving to clarify the good thing about this acquisition and the way it will transfer the business ahead.

Towards the underside of the press launch, you get extra context surrounding every firm’s market share and the way this acquisition will affect the business.

2. Flourish

Kind of press launch: Workforce and workplace enlargement

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Organizational modifications can appear comparatively boring. One technique to generate some curiosity is to incorporate visible parts so as to add extra dimension to the story.

On this press launch asserting a workforce and workplace enlargement, enterprise capital agency Flourish shares photographs of some new hires proper on the prime, instantly drawing readers in.

The discharge dives into the rationale behind the enlargement and the important thing areas of focus transferring ahead. Then, we get a fast bio for every rent featured within the picture, which may help construct pleasure surrounding the model’s future.

The important thing takeaway right here is: Do not be afraid to make use of visible parts in your press launch, as they may help draw readers in.

3. SuperCom

Kind of press launch: Occasion

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Because the shortest press launch within the bunch, SuperCom exhibits that much less is commonly extra.

On this launch, safety options firm SuperCom introduced its participation in an upcoming convention.

In the case of occasions, crucial particulars are date and site. So long as you have got these key items, all the things else is a bonus.

One factor that might’ve elevated this launch is a quote on who can profit from attending this occasion and why, as a technique to reel in potential attendees.

4. HubSpot

Kind of press launch: Program launch

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We have additionally crafted this complete, easy-to-follow press release template full with a promotional plan and concerns to your subsequent announcement. We use these similar pointers when writing and formatting our releases right here at HubSpot, and created a pretend, pattern launch as an instance what content material goes the place and why.

Ideas for Publishing Press Releases

Writing a press launch is basically solely half the battle. When you‘re completed with manufacturing, it’ll be time to give attention to distribution.

In fact, we’re all aware of the normal distribution levers we are able to pull, which embrace publishing the press launch on our web site/weblog in addition to sharing the press launch with our followers/subscribers by way of social media and e mail.

To get the utmost quantity of distribution attainable, listed here are some suggestions you may observe.

1. Attain out to particular journalists.

As a substitute of blasting a press launch out to each journalist yow will discover an e mail deal with for, give attention to just a few journalists who’ve expertise masking your business (and firm, hopefully) and ship them customized messages.

Join the dots. Present why what you wrote connects to what they write.

Tip: Meltwater’s press distribution service integrates with the Meltwater media database that connects these dots for you.

2. Ship the discharge to prime journalists the day earlier than.

Give journalists a while to craft a narrative round your press launch by sending it to them — beneath embargo — the day earlier than it formally goes reside.

“Underneath embargo” simply means they are not allowed to share the data within the press launch till the time you specify.

3. To keep away from competitors, do not publish your launch on the hour.

For those who’re publishing your press launch on a distribution service like PR Newswire or Enterprise Wire, keep away from publishing it on the hour (e.g., 1 p.m., or 3 p.m., or 5 p.m.).

The explanation? Most firms schedule their releases to exit on the hour, which suggests in case your launch goes out on the hour too, it is extra more likely to get misplaced within the shuffle.

As a substitute, strive going with a extra distinct time (e.g., 1:12 p.m., or 3:18 p.m., or 5:22 p.m.).

4. Share your media protection.

If all goes in response to plan, and your press launch will get picked up by the media, your job nonetheless is not completed.

To maintain the thrill going, you may launch a “second wave” of distribution by sharing the particular tales that information shops write based mostly in your press launch.

You can even share the information in your digital channels, like social media and e mail, to deliver consciousness to your announcement.

How To Stand Out In The Information

The important thing to conserving your PR technique new college is forgetting preconceived notions of what public relations is and as a substitute specializing in creating extremely outstanding content material. Conventional press releases can nonetheless be actually beneficial when executed effectively.

As a substitute of ditching releases as a tactic, give them a contemporary makeover to make them extra helpful to your advertising.

Take into consideration how you have used inbound strategies to remodel your advertising methods to be extra customized, approachable, and construct relationships. Those self same ideas apply to your PR technique: Create content material to craft your individual story and use tactful outreach to get the media aware of (and enthusiastic about) your model.

Editor’s word: This publish was initially printed in November 2019 and has been up to date for comprehensiveness.