Press releases can be about different things: New product launches, changes in leadership, or other news. Knowing how to craft one is vital for gaining media attention. Done correctly, press releases should provide accurate information and control the brand’s narrative. Done badly, you may be ignored, look unprofessional, or at worst, be an unintentional source of humor.
So what is a good press release example? We’ve collated some of the best ones we’ve seen, covering different topics in varying sectors.
A press release is a piece of news that a business writes and distributes to specific publishers. A press release aims to provide accurate information. It's a way to present all relevant information of a story onto one page, attracting media attention. They are typically written to bring attention to a new product, to give information for an upcoming public event, to inform an audience of a change in leadership or to make a funding announcement.
There is a standard format for writing a press release, whatever the news content is. Here, we divide the press releases examples by the type of release.
This is simply to announce some important company news that you feel is relevant and worthy of being shared. Examples could be successful funding rounds, new management in the company or the use of a new technology program to aid customers.
Revolv3 is a fintech company. This press release lets Revolv3 customers know that the funds raised will go to the improvement of the features of the product. The announcement also signifies that the company is in a good position for the future and the release increases the brand's visibility to potential new customers.
Further, business credibility is gained from the announcement.
Press releases can announce upcoming events hosted by your company to media outlets and current or potential customers. Among other details, it reveals the theme of the event, who will be speaking, and where it will be held. The event could be a conference or charity event.
In this release, TimmyStevens Co announced a brand awareness event for future innovations. Here, we see that sometimes less can be more.
When it comes to a press release highlighting an event, the date and location are the most important things. Contact details on how to attend are provided here. What could have made it stronger would be to highlight who would benefit from attending the event, as a way to reel more people in.
Problems can occur at any time. This is why it is important to respond swiftly to any crisis. Solving the issue may not be enough. Depending on the circumstance, you may need a press release to state how you will solve it exactly. The idea is to deliver the information about the situation to your intended audience and to detail how you will respond. It can also unite people as we’ll see.
A great example of a crisis press release comes from Shenandoah Telecommunications. In this paper, they address the crisis from the perspectives of several stakeholders, including parents, business owners, and employees, who all face unique challenges when quarantining for COVID-19. A free service upgrade is also offered across the board to alleviate stakeholders' concerns.
By stating their commitment to uninterrupted service, they reassure customers and employees who depend on them for their businesses and families.
Here is another example of an effective crisis communications press release. When Volkswagen designed computer software designed to hide the true amount of emissions from their vehicles, they needed to find a way to calm their shareholders and acknowledge their error and reassure the public of their resolve in the face of a crisis.
This press release did just that. They acknowledged the violation of people’s trust, doing so honestly and humbly which recognised the significance of their actions.
This is another great example of a crisis management press release. Whilst data breaches happen quite frequently in the world of business, they can have serious consequences. In this press release, the shop chain Target reassures people that they are fully investigating what happened to stop it from happening again. It also confirms that payment information was not at risk. There is also a call to action (CTA) on what to do if you have been impacted, with clear contact details provided. A press release of this nature can also take the time to remind customers of the history they share together.
A charity press release is used to bring attention to a charity or cause, most often from a non-profit organization. You want a journalist to write about your event, fundraising or campaign. The purpose is to raise awareness to a broader audience and gain their participation.
In this collaboration between McDonalds and the Trussel Trust to reduce hunger and poverty, the direct action being taken by McDonalds is specified and the press release encourages action and discussion on the wider (and relatable) problem of food waste.
It also lets readers know what they can do to help. The McDonald's logo at the top makes the brand instantly recognisable and will generate interest.
These are to inform relevant stakeholders (investors, customers and the general public) of what value the new hire will add. For example, what experience this person has and what to expect from him or her going forward.
It also provides the chance to reassure relevant stakeholders and give credibility, especially if the new executive has a wealth of experience in their field.
This release from Nahan, a direct marketing solutions company, highlights the new executive's experience, his credentials in the industry and hints at what he’s going to do going forward.
They also provide the opportunity to share or discuss this news on social media platforms. A picture also helps.
These press releases are to tell an audience about a new (or improved) product that is being launched. The idea is to focus on what makes this product different to your competitors as well as to sell its benefits.
Here, the headline tells the reader what the new product is and the main benefit it offers. There is a direct quote from the CEO, and further benefits are provided highlighting the superiority of the new products, including directly informing staff how it will make life easier and less risky for them than previously. The visual provided shows the product in action.
Award press releases are use to let the media know they have won an award, why they won, and what it means for their business. It's a great way to get positive attention to your company's achievements and demonstrate your expertise.
This is a press release that PRLab created for Unifonic, a communications company that announces its achievement in being recognised as a great place to work by a credible and relevant authority. It also lists the company's other achievements, such as international expansion. It reiterates what the company does and the benefits to customers of its services.
An acquisition press release is used to announce a recent corporate acquisition to the media. It is used to inform and reassure stakeholders of the position the business is in and the importance of this. It can also be used to announce your wider intentions, and the future direction the company will take.
In this example, Zoom announces an acquisition and what it means to their customers. The advantages are discussed, and the statement “we believe that no current platform offers all of these” is meant to show their lead over competitors and their confidence.
Zoom is a market leader in its field, and the desire to constantly improve is demonstrated here
Embargoed press releases refer to a news release, announcement or media alert specifically shared with some media before its official publication. A specific time is set for the information to be made fully public. These are most often used for more sensitive news releases. The idea is to give journalists more time to research and report the story more accurately.
An example of an embargoed press release.
Journalists receive many press releases and invitations from lots of companies. It is important to stand out and to give them something instantly recognised as being newsworthy and of note. You need to give the right amount of information and make it easy for the journalist to pick up and ‘run with' the story in a way that is as easy as possible. Journalists work to incredibly strict deadlines and are under a lot of pressure to find and produce the best stories possible. You need to get their attention and captivate them and their audience.