If you want to create more buzz around your brand, a well-crafted press release could be your golden ticket. In fact, studies show that a whopping 68% of businesses report increased visibility as a result of publishing press releases.
In this article, I’m going to share eight of the most impactful press release examples. We’ll take a close look at the objective, structure, and style of each one. And we’ll wrap up with a simple set of best practices to help you write some attention-grabbing press releases of your own.
But first, let’s quickly find out how and why press releases work so well.
Why press releases are your brand’s best friend
A press release is a brief, eye-catching statement issued to the media to announce important company news, events, or updates. Since media outlets are (generally) a trusted source of information, they can really amplify a brand’s message by reaching a wider and more engaged audience.
With that said, when done right, press releases can help brands gain valuable media coverage, boost credibility, and increase brand awareness in one fell swoop. All without the high cost of advertising. This is your sign to add press releases to your marketing strategy.
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Eight best press release examples
Press releases come in a few shapes and sizes depending on the end goal. So I’ve organized this section around different types of press releases.
Here are the most popular press release examples:
- Product launches
- Company events
- Campaign launches
- Corporate announcements
- Social cause activities
- Brand collaborations
- Awards or recognitions
- Crisis management
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Now let’s look at some standout press release examples.
1. Product launch press release
Image source: Apple
Press releases can be used to tell potential customers about a new or improved product.
This kind of press release typically outlines all the juicy details about a new product in an informative yet accessible way. The idea is to create excitement around your product, showcase its benefits, and ultimately drive sales.
Like any piece of marketing, your product launch press release needs a bold headline to attract attention. It also needs an engaging lead paragraph that pulls the reader in. This embargoed press release example for Apple’s new iPhone launch knocks these two elements out of the park.
Once you get into the meat-and-potatoes of your press release, you want to give the reader more information around key features and USPs. Focus on what sets you apart from the competition. Subheadings are a great way to create a streamlined, skimmable guide through your product.
Needless to say, high-quality product imagery is a must for this type of press release. Not only is it essential to showcase your product in its best light, it also creates visual intrigue throughout the written content.
2. Event press release
Image source: Two is a Crowd
Another reason why companies publish press releases is to create hype around an upcoming event (or, in some cases, to showcase the success of a recent event).
Specifically, it’s designed to get the media pumped for your event. That way, they’ll be compelled to share the excitement with their audiences. So you want to craft something that catches journalists’ eye.
This event press release example for an eco fashion and lifestyle event fuses clear, practical messaging with storytelling to pull readers in and create intrigue around the event. It provides some background on the event and elaborates on the experience as a whole without getting bogged down in the details.
When creating your own event press release, you want to give just enough information about what people can expect from your event. FOMO is a powerful tool for this kind of PR, so use it to your advantage.
When structuring this kind of press release, you want a strong headline that sums up your event. You can include imagery, quotes, and anything else you need to create a cohesive, high-energy piece. And if your event is a bit more niche, it’s a good idea to define your ideal audience upfront.
3. Campaign launch press release
Image source: Coca-Cola
While a great marketing campaign should attract attention on its own, a press release can further fuel the hype and potentially even reach new audiences.
A campaign launch press release can also be an impactful storytelling tool that gives more insight into your product, as well as the thinking behind the campaign concept.
This press release sample for Coca-Cola’s TV campaign is a great example of how to write a press release. It’s got a powerful headline, a strong first paragraph, and clever storytelling that creates a more memorable and immersive experience for anyone who watches the ad. Definitely a press release format worth following!
4. Corporate announcement press release
Image source: eBay
Made an important new hire? Or moving to a different location? For anything related to the daily running of your company, you can let the world know by writing a corporate announcement press release.
Since this is generally more professional than other types of press releases on this list, here are a few things to consider that’ll help you craft the perfect piece of content for your audience(s):
- Keep it clear, concise, and professional – Your readers are tight on time, so get to the point ASAP
- Focus on the impact and significance of the announcement – What’s going to change? Why should people care?
- Use data or facts to support claims – Instead of making vague or generalized statements, use specific numbers and research to build credibility
- Avoid jargon or overly promotional language – Keep it simple and easy to digest
The purpose of corporate announcements is to give people an insight into your company and how it works. In turn, it should help keep your company top-of-mind for your target audience.
I picked this new hire press release example from eBay as it’s concise while still including all relevant information, topped off with a headshot of their new Chief Executive Officer. Nicely done!
5. Social cause press release
Image source: PR Newswire
A great way to showcase your brand’s broader impact is by creating press releases that share your work for social causes like charities or community programs. It’s also a tool that non-profit organizations can use to raise awareness and ramp up support for their social causes.
First things first, you need a cracking headline. The example above from American restaurant chain, Jersey Mike’s, gets all the important details upfront, making it a great sample press release to take inspo from.
Compelling quotes from stakeholders or partner organizations will also help drive your mission home while building credibility. Plus, you can use the press release to briefly highlight any notable previous work you’ve done for the same or similar causes.
6. Brand collaboration press release
Image source: PR Newswire
Press releases can also add some extra oomph to your brand partnerships, generating buzz and showcasing the value of your collaboration to a wider audience.
This partnership press release for Nike and SKIMS’ new brand baby, NikeSKIMS, has it all. A value-driven headline, an image of the new brand design, and insights around why this partnership is different from anything consumers have seen before.
Since this kind of press release comes from two different brands with potentially different target audiences, it’s important to give the reader a clear overview of each brand. Statements from key executives will add credibility and give insight into the vision behind the partnership.
7. Award or recognition press release
Image source: Daimler Truck
Getting your product or service recognized is a big deal for your brand’s credibility and industry reputation. And what better way to spread the news than with a press release announcing your success?
This press release example for Mercedes-Benz clearly outlines the awards won and provides a nice little bit of insight into the project. When crafting this kind of press release for your brand, you can follow the same kind of structure, highlighting the specific award categories, if applicable.
A thoughtfully crafted press release like this should aim to inform while reinforcing your company’s position as an industry leader.
8. Crisis management press release
Image source: The Marketing Agenda
While most press releases are created in response to something positive, they can also help brands assure customers when sh*t hits the fan. In fact, crisis management is one of the most crucial aspects of PR.
This horsemeat scandal involving UK grocery chain Tesco has been burned into my brain for over 10 years now. But I gotta give it to Tesco, the brand handled it in the best way they could.
As well as releasing an award-winning public statement, the company took immediate action to prevent any more ponies from ending up in its beef burgers ever again. And it published this press release to reassure concerned customers.
The key to creating an effective crisis management press release is to take responsibility for the mishap, outline what happened, and how you’re going to address the issue. Genuine, solution-focused communication is what matters most in these circumstances.
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Best practices for creating a newsworthy press release
I hope these press release examples give you a clear idea of how to create your own PR piece. But before you get to work, here are a few steps you can follow to make sure your press release gets the results you’re hoping for (and more).
1. Know your audiences
To maximize your chances of media coverage, your press release needs to appeal to both journalists and your target audience. Striking this balance makes sure your news gets published and resonates with the right people.
Here’s how to tailor your approach:
- Journalists and media outlets – Keep your press releases newsworthy, clear, and fact-driven. Reporters look for compelling stories, relevant data, and strong quotes that add value to their coverage. Avoid excessive promotional language and focus on the broader impact of your announcement.
- Your target audience (customers, investors, stakeholders) – While the media serves as a bridge, your ultimate goal is to engage your audience. Clearly highlight how your news benefits them – whether it’s an innovative product launch, a strategic partnership, or a milestone that strengthens your brand’s credibility.
2. Keep it short, snappy, and focused
Journalists and readers have limited time, so get to the point quickly. Aim to get all the key information into the headline, then use the body of your press release to provide more valuable insights.
As a rule of thumb, I’d suggest sticking to 300–500 words for your entire piece and structuring it in a skim-friendly way. Subheaders work like a charm for this kind of content. There are also lots of great press release templates to help you structure your writing.
3. Optimize your content for SEO
A press release isn’t just about grabbing media attention. It’s also a powerful tool for boosting web traffic and overall brand visibility. So make it search engine friendly.
To make sure your press release gets seen by as many people as possible, use relevant keywords, links, and media (images, videos, infographics). These elements will all make your content more discoverable, shareable, and appealing to both journalists and potential customers.
4. Review your press release with Filestage
Press releases are a crucial part of your PR strategy, so getting them right is a must. But with tight deadlines and no real room for error, the review process needs to be fast and seamless. That’s where an online proofing software like Filestage comes in.
With Filestage, you can share your press release with teammates and stakeholders, gather feedback in one place, and make sure the finished piece is in top shape before it goes live.
Here’s how to review your press release in six steps:
- Sign up for free and create a project
- Set up review steps and invite reviewers
- Upload files and set due dates
- Collect feedback from reviewers
- Refine and upload new versions
- Repeat until final approval
5. Get your press release in front of the right people
Now it’s time to get your press release out into the world. My advice here is to think big and be strategic about how you distribute your new piece of PR.
Here are the main touchpoints you want to work with:
- Target the right journalists and outlets – Research media contacts who cover your industry and personalize your pitch
- Use PR distribution services – Platforms like PR Newswire and Business Wire amplify your reach
- Leverage your own channels – Publish on your website, share via email, and promote on your social media channels
- Engage with influencers – Connect with bloggers, podcasters, and industry experts to spread the word
This checklist will make sure your hard work gets the limelight it deserves. Go get ‘em!
Final thoughts
No matter the objective, a thoughtfully-crafted press release will help you generate media coverage, brand awareness, and credibility among your target audience.
I hope this look at the best press release examples gives you the confidence to create a press release that gets the world talking. And if you’d like to see how Filestage can help you review and approve your press releases (and other marketing materials), start your free trial today.
