155 examples of great news releases (including world-famous brands)

80,112 press releases published
2,110 newsrooms created
71,370 campaigns sent with Prezly in 2021

How to write a great press release

After more than ten years in the world of PR, we've seen what makes a great press release. We're not necessarily experts, but our clients sure are. That's why we combed through hundreds upon thousands of our clients' best press releases to find the very best press release examples, and distil them into a guide for creating an incredible, engaging press release announcement.

Get the full guide here:

How to write a great press release that'll get picked up by the media

Lessons on finding your angle, writing your headline, creating a press kit and publishing your story, learned from more than 150 of the industry's top press releases.

Strapped for time? Check out the highlights below or skip ahead to the best press release examples.

1. Figure out your headline

The headline is the first thing a journalist sees and it has one job: to get them to read more. Make it good, else they might not read any further.

So, step one: determine who your audience is, who your competitors are, the current state of your market, and what you're doing that's so different. Then use that information to tell them why they should care about your news. (Spoiler: if you have to explain it, it's too convoluted.)

For the full walkthrough, visit our free guide:

Press Release Headlines: How to Write a Headline that Gets Coverage (plus examples)

No pressure, but a good press release headline will either completely make or break your entire press release.

2. Include hi-res assets

Did you know that multimedia press releases get up to 9.7x as many views as those using text alone? Including images within your press release doubled the chance of it getting noticed; video quadrupled it. In 2022, there's no reason why you shouldn't consider embedding a few of the following in your most important press releases:

Hi-res photographs
Logos
Videos
Social media posts

Want more details? Here are our best resources:

If you include a nice feature video and some appealing inserts, journalists are much more inclined to take a look at your press release and get that information to the reader.

Isabell Cordes, gamigo group

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To get a great head start on the competition and save time going through these steps each time you publish a press release, set up your newsroom to function as your digital press kit.

Here's a Prezly case study showing how doing just that helps gaming behemoth Crytek stay on-brand in the media and with their partners. Want to build your own press kit? We have a guide for that:

Press Kit & Media Kit Guide (What To Include + 9 Examples)

A company press kit serves as a style guide for anyone looking to tell your story. But did you know it can also improve your media relations and boost your chances of coverage?

3. Use SEO tactics to your advantage

As in, set up a newsroom for your brand or project and use it to house your backlog of news, contacts and media assets. You can do this in myriad different ways, whatever your budget, from dedicating a part of your normal site to news updates, to setting up a free blog account through Wordpress or Wix, to using a dedicated piece of newsroom software. (You'll forgive us for being biased towards that last option, since customizable newsrooms come as standard with Prezly subscriptions.)

Having a newsroom gives you the power to control at least some of the narrative around your brand, establishes a history for your venture and gives people – journalists, bloggers and customers alike – a source of truth for your business. This is incredibly important at a time when most of what people read about your enterprise comes from third-party sources, like social media posts and review sites.

Put simply, your newsroom is your brand's legacy online. But there are other benefits to hosting your best press releases on a live site versus shooting them out via discrete email campaigns.

Our coverage increased exponentially after we implemented our Prezly newsroom properly and set it up on our website.

Isabell Cordes, Gamigo group

Read Case Study

4. Sweeten the deal for the reader

Think about what else you can add to your press release to make it that much more irresistible to your audience.

The translate tool on Prezly is really good because, when I'm done with my English [story], I press translate and I don't have to re-input – basically the images, the videos, the whole structure is there.