The press release is dead. It’s one of the most common cliches you will hear in our industry. Certainly, the PR world has undergone major changes: the media landscape has shifted towards social media, new channels pop up every day, industries have become increasingly competitive, and audiences demand total transparency.
Although much has changed since clippings were literally clipped out of magazines, one thing is sure: the press release is not dead. In a world that demands transparency: press releases are your allies. They build credibility and trust with your stakeholders, they create context for your press contacts, and (if picked up) they generate brand awareness. With press release moving from email inboxes, to online newsrooms: they now also seriously improve your SEO game. Cherry on top, isn’t it?
The perfect press release wows journalists and stakeholders, all while remaining professional, truthful, and factual. Press releases differ per type of event, industry, and type of publication you're aiming for. We gathered some examples of press releases from our clients to give you some guidance for your next release.
Table of Contents
Event Types
We write press releases with specific goals in mind. Whether it’s communicating exciting internal news or sharing a new product or service, each occasion calls for different elements. Below, we've gathered examples for various event types, and listed why we think they're good:
Product launches:
Your team has worked endlessly to offer the world a solution to a specific problem. But what makes it so different from other products on the market? Make your press release one to remember: use an angle in your writing to transform your story into a newsworthy one. I can’t stress that enough: a newsworthy one. Companies launch new products every day, what makes your product so interesting?
Make sure to include product details. However, not all product details have to be included in your release. The geekiest ones can be added to a separate page on your website. This way, if you get published, editors can link back to the full product overview. These backlinks - especially from the big publications - are very good for SEO.
And of course, a picture is worth a thousand words. Make sure to add high-resolution product imagery.
Product details, high-res images and spokesperson contact details - here are a couple of things you don't want to leave out of your own press release. Get inspired by Shimano's product launch.
What's good about this release:
- Journalists can easily find and download high-res photos of your product
- A clear explanation of what the product offers
- Product details such as measurements and materials
Product news and updates:
Similar to product launches, press releases for product news and updates need to offer a detailed overview of which product feature has been enhanced or enabled. Your audience needs to understand what has improved or changed and how this will boost their experience. For quicker access to your product information, you should include your images and videos in an organised media kit.
A new feature has just been enabled. But how do you effectively communicate it to the media, and ultimately, your users? Check out BUX's example.
What's good about this release:
- A detailed explanation of product improvements
- A media kit that grants easy access to hi-res images and videos
- Availability details
Your product or service just keeps getting better and better. Here's a brilliant example by Titleist on how to communicate just that.
What's good about this release:
- A detailed explanation of what has been improved in this version of the product.
- Details on availability
- Quotes from experts, such as the Senior Product Manager
New hires - organisational change
Changes in your team structure, new hires or retirements are bound to attract attention, especially if it’s someone with a big track record. To do so adequately, provide readers with some context for the person joining or leaving your team. Add their previous accomplishments, new responsibilities and quotes for a personable touch.
They say you don't get a second chance to make a first impression. Introduce your new team member properly. See Ticketmaster's example.
What's good about this release:
- Includes quotes from other team members which highlight the benefit of having a new colleague on board.
- A short 'about text' (or boilerplate) at the bottom of the press release provides context for journalists.
- Images make it easier to identify the new team member.
When it comes to your new, high profile CEO, don't be afraid to name drop. Here's how Tiqets shared the exciting news of having a new CEO on board.
What's good about this release:
- Background information on the CEO's vast experience in the field.
- A head-shot of the new team member.
- Quotes from new CEO, founders and board members.
Acquisitions and Mergers:
Press releases are efficient tools when it comes to distributing your news to stakeholders, investors and your community. Acquisitions, mergers and company growth are, in general, always newsworthy stories if written with the right angle and pitched to the right press contacts. Remember to cover details of the organisational change and add spokesperson details in case a journalist is looking for an interview or needs more information.
Congrats! Your business keeps growing and growing. Get inspired by VanMoof's (very impressive) investment announcement
What's good about this release:
- Bullet points are used to summarize the news
- Although facts and figures can sometimes be less sexy for the general audience, information on how the investment will be used provides context so the news is highlighted
- Quotes from parties involved give the journalist more material to work with
- Outgoing links to anything a journalist might need: product shots, founder images, and other news.
- Boilerplates for not just their own company, but also the investing parties.
Partnerships
Teaming up with a brand or individual is a powerful way to show what you stand for. When announcing a new partnership, remember to detail how the partnership will play out and quotes from both parties involved to give your piece a human voice. Don’t forget to include the contact details for the spokesperson for each party involved. This will save the journalist precious time and extra clicks.
What's good about this release:
- Beautiful, clean newsroom design
- It clearly shows what the partnership entails
- Quotes from both parties give a journalist more material
Events & Grand Openings:
When it comes to events and grand openings, consider your press release a massive digital invitation. Before putting one together, determine what makes this event so important for your audience to know about.
Remember press releases can be sent out for a variety of events, including those that are closed to the general public or those that have already occurred. Although sending out a press release before an event is more common, there are multiple benefits of doing it post-event. For instance, you can emphasize the success of the event and increase the desire of participants to attend the following one. In any case, remember to feature practical details such as time, location, tickets, information on press viewings or press conferences.
Most importantly, what will make journalists pick up your story are the images and graphic material. An easily accessible media kit with beautiful images will dramatically improve your chances of getting published.
One way to get people to RSVP is by sending out press releases to the right media contacts. Check out how artist Jimmy Nelson promoted his exhibition.
What's good about this release:
- High-resolution images and (embedded) videos are included
- Text provides context for the event and location
- Practical information such as press previews
What did you think of the examples so far? You might've noticed these brands really go out of their way to give journalists a good experience, through a solid, well-designed newsroom. All examples used in this article, are newsrooms built by us. Interested to learn more? Schedule a chat with us, we'd love to show you how we can help you increase exposure.
Industry Type
What works for one industry, may not be the most fitting for another. Check out some pointers on what your press release should look like depending on the type of industry:
Health care
One of the most important things to keep in mind - regardless of the industry you’re in - is the intricate balance between style and substance. While your press release should be factual information, it’s also important to keep it interesting. This is especially true in the healthcare industry. Leave out the dry, technical language and give your story an angle. Here are a couple of ways you can use your press release to communicate your news:
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- Show community involvement,
- Share results of studies, achievements or awards,
- Announce participation in conferences,
- Reveal exciting patient milestones,
What's good about this release:
- Factual information backed by statistics
- A well-organised media kit
- Spokesperson contact details
Public sector:
Governmental press releases differ from commercial ones. The former do not advertise a product or service as the latter do. What sets these press releases apart is the sense of accountability, enabled by the transparency of sharing trusted information about new policies or changes. In order to do so, use concise language and be straightforward with your writing style.
One way to assure credibility is by providing total transparency. This is how the city of Alkmaar in the Netherlands manages its external communication (article in Dutch).
What's good about this release:
- Concise information on new actions
- Quotes from experts
- Summary of investments made
NGO:
Granted, the best way to catch your reader’s attention is by telling a story. A press release for an NGO is not the exemption. Be mindful not to oversell your press release - make sure to let the journalist make up their mind about your news instead.
Writing a press release for an NGO can be tricky. You might find this press release helpful.
What's good about this release:
- Very clear headline
- A short (but sweet) “About” section that offers context
- Quotes from different organizations involved
- Spokesperson contact details
Technology:
You may have heard it mentioned a couple of times - they say tech is the new finance. As the industry becomes more competitive, pitches become more creative. To rise above the noise, be straightforward and strategic. Use the power of the press release to achieve a specific goal. What is it that you want to achieve with this piece? If you want to impress seasoned journalists, remember to add up-to-date statistics and easy access to your spokesperson.
Harness the power of a press release by showcasing your expertise on a subject. Check out Givebutter's full press release on being a top-ranking fundraising software.
What's good about this release:
- External links to reports that assure credibility and guarantee backlinks to your page
- Boiler plates on both Givebutter and G2 to give journalist more context
Special mention goes out to the fantastic comms team at WeTransfer. It's in WeTransfer's DNA to do things differently, shake things up a little. Known from its file-sharing technology, WeTransfer offers a range of tools for creatives including editorial platform WePresent, slide-making tool Paste, immersive sketching app Paper. Their communications strategy is largely focused on perhaps the most interesting service they offer for the creative community: 30% of their advertising space is donated to artists. This results into amazing collaborations, which WeTransfer sheds some light on in their newsroom.
Entertainment & Media:
Breaking into the entertainment industry is not an easy task. With so many fierce and creative competitors, getting your news into the spotlight is a tough gig. Make your audience feel like they are getting an inside scoop. Share new material such as reviews, event dates, or exclusive viewings. Another way to shine through is by providing visual materials, such as high-quality videos and images. While it may not 100% guarantee you will get published, it will increase your chances of getting noticed by journalists.
If you want to lure your audience into coming to your next event, get inspired by TNW's press release.
What's good about this release:
- List of speakers and topics that will be covered in the event
- Ticket information
- Spokesperson contact details
Finance
A press release is a compelling way to share your news without sounding overly commercial and, at the same time, gain some authority. Show off your expertise in the field by combining your story with facts and figures.
In this example, Oaklins balances industry jargon with easy-to-understand graphics and concepts. Check out their press release.
What's good about this release:
- An infographic makes the information easier to digest
- Bullet points summarize their offer
- Spokesperson details
Publication type
Sometimes one press release isn't enough
Before even jotting down what you want to communicate through a press release, it's important to carefully define who you are speaking to, and what their audience (and therefore the journalist) wants to read about.
The use of industry slang or jargon, the level of product details, the angle, and your tone might be completely different for different kinds of publications. For example, if you are pursuing trade publications, you can (and probably should) go into the granular details of your product. In case you are looking for widespread and more generalised reach, keep jargon and product details to a minimum and find an angle that's newsworthy for a wider audience.
It’s often a good idea to have different versions of your press release tailor-made for each audience. Play with angles to find resonance with various kinds of publishers. Oh, not to forget: same goes for market. Sending out a global press release is probably not a great idea if you don't adjust the message to the context of each of your market.
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Take SPENGLE as an example. For the launch of their brand new wheelset, this renowned cycling brand sent out two different press releases. The angle used in each release differs vastly depending on the audience they are targeting. While one focuses on the product quality and user experience, the other release shares the manufacturing process.
This press release eloquently describes SPENGLE's new gold wheels. It's bound to captivate the heart of any cyclist.
In this example, SPENGLE focuses on product details and the manufacturing process behind their €10,000 wheels.
What's good about these releases:
- Both include product details, even though the angle in each release is different
- High-res images that can easily be downloaded
- Pricing and availability information
Media relations is hard. We get it. And while there is no magic formula to achieve long-lasting relationships with the media, we might be able to help. We gathered the key takeaways from conversations with successful PR teams across borders and industries. We gathered those learnings into one, big media relations guide. Check it out below:
