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.
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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:
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:
Social media posts
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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:
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.
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.
155 best press release examples
More than 80,000 stories were published with Prezly in the past year. Here are 155 of the very best to inspire your next great press release.
AIF use Prezly to publish and share an online magazine in English & Arabic
Video helps tell the story in Shopify x JD.com launch
Important milestone for Porsche's Formula E project
Hovia's new checkerboard wallpaper collection puts a twist on the trend
Carlson Introduces a New Flavor of Award-Winning Cod Liver Oil
InnoGames launches new exploration and simulation game for iOS & Android
Salvatori presents “Omphalos”, a new collection of coffee tables designed by John Pawson
Nylah’s Naturals Launches New Product to Combat Hair Loss in Afro Hair
John Schneider Puts His ‘Southern Ways' on Display with New Album
Art event press release example
Light & Life Announces New Year’s Eve Event with David Guetta in Brooklyn Warehouse
Mustard - A surreal comedy about friends, real and imagined.
Pandox Hotels announces spring events line-up
Samsung announces an online event
Feminist voices from the Middle East, North Africa & Europe speak out
Foreign Correspondent: On Thin Ice
A multimedia press release
Aviation press release example
A simple message for 2022
Using quotes in a press release
Incorporating infographics in your story
Stories in translation
Global press anouncement
Well Played Games joins Phoenix Games
An announcement from the CEO
The perfect press release?
Success Story: SKODA and Volkswagen Celebrate 25-Year Partnership
Controversial Ceilings? - Murals Wallpaper On The Potential Of The Fifth Wall
Butterfly bonanza in Northern Australia signifies biodiversity hot spot
حدثَ أن كنّا صغارًا : كانون الأول ٢٠٢١
Game launch press release
Easy newsletter distribution via Prezly
Sharing news of a big award win
Embedding social media posts
A full gallery
The perfect press release
Publishing news as well as releases
Energy sector press release example
DIVA's newsroom media gallery
Event press release example
Everything in one press release
Employee spotlight: Roy Lim
A gaming newsroom
Kick off the new year with Forge of Empires
Forge of Empires Named “Best of 2015” in Google Play Store
The Brussels Airlines newsroom
PepsiCo's Winter Innovations: Lay's Winter Editions
Lay's ‘Choir of Champions’ neemt de straten van Europa over om wereld #GameReady te maken
Kunst in de stad en de kracht van creatieve ruimtes
Integrated media assets
Storytelling in translation
A story rich in visuals
Media alert for players
Estée Lauder: New - Perfectionist Pro
Every asset a journalist could want
A story in translation
Media assets for print & web
A message from the CEO
Adding context to your story
Press kit subdivisions
ASSASSIN’S CREED® REBELLION, disponible para dispositivo moviles el 21 de Noviembre
Telenet has been given the green light from the European Commission for the acquisition of BASE Company NV
Lenovo names Ashton Kutcher as its newest product engineer
Ambi is Reimagining the Higher Education Experience with a New Product Class and $6.5M in Funding
Embrace innovation with Wolf Gourmet toasters and blenders at e&s
ŠKODA delivers 110,100 vehicles worldwide in November
Champagne delivery service's bubbly announcement
Laloul creates beautiful jewelry (for your home)
Tech giant Huawei unveils their new power performers
PURE the Winery announces a new low-carb line
Pringles makes an exciting new announcement
SHEIN X Belinda announces fashionable collab
Sustainability never looked so good
Beautiful Thailand hotel announces travel campaign
Eames Office's 80th anniversary announcement
Lexus announces its arrival in Mexico
Yoga studio uses beautiful images of its zen space
Walt Disney Thailand announces their 60th animated series
A beautifully crafted press release for a beautifully designed product
A cozy press release for a family-friendly event
Vivid video game press release
An unforgettable narrative
Press contacts front and center
Cowboy reinvents the electric bike and raises $3 million to transform urban mobility
Everything journalists need
LEXUS LC CONVERTIBLE CONCEPT: ONTWERPSTUDIE NAAR ‘ULTIEME SCHOONHEID’
Moog One - A Meditation On Listening
Wallpapers that take pet decor to the next level
Hyundai ‘Walking Car Concept’ es el futuro en los servicios de rescate
Audi e-tron extreme: innovatief testvoertuig op de legendarische skipiste
Bye bye, Beetle - Beetle Final Edition – Premiere at the Los Angeles Auto Show 2018
NOUVEAU RANGE ROVER VELAR SVAUTOBIOGRAPHY DYNAMIC EDITION – UNE PUISSANCE RAFFINÉE
“Smart Drinking Traject” in Health House
Yemen: MSF strongly condemns attack against its staff in Ad Dhale and suspends activities
Karl, Delinte, Pinto return to conference action in style
NIEUWS: Telenet brengt kijkgedrag bij kids in kaart
GIMLET MEDIA SETS STANDARD FOR PODCAST PRODUCTION WITH GROUNDBREAKING WSDG-DESIGNED STUDIO COMPLEX
Pop Art: la última tendencia en decoración del hogar que domina el diseño de interiores
Home Invasion in VR – Intruders: Hide and Seek Now Available
PWI’s New Elysium Expansion Launches, Game Debuts on Steam
CALL OF DUTY: BLACK OPS 4 LANZA UN EVENTO MASIVO; LA NUEVA TEMPORADA DE CONTENIDO ‘OPERATION GRAND HEIST’ COMIENZA HOY
Prepare to Cry: GRIS unveils its emotional launch trailer
CRITICALLY-ACCLAIMED DYSTOPIAN ADVENTURE ‘PIKUNIKU’ OUT NOW
Porsche 911 GT2 RS Clubsport with 700 hp
Emirates gives cricket fans a unique cheer
Timberland celebrates the 45th anniversary of the yellow boot with a dedicated collection
Smashbox: Introducing the Crystalized Collection
Bobbi Brown - Sterling Nights
106TH GREY CUP PRESENTED BY SHAW RECAP: FRIDAY, NOVEMBER 23RD
Panda Express presenta Wok-Fired Shrimp, un platillo perfecto para disfrutar al máximo del relax de Cuaresma
How do we pick which aircraft to fly which routes? Why no A380 for us? Find out!
THE SPORTS PERFORMANCE STYLE GAME HAS BEEN REDEFINED WITH THE LAUNCH OF THE OAKLEY® EYE JACKET® REDUX
Nieuwe generatie 50 cc-kettingzagen van Husqvarna verandert de normen op het vlak van zaagcapaciteit
This Mother's Day - Celebrate Mum and the Heart of the Home
Anguria: se la voglia è improvvisa ora c’è una soluzione. Si chiama Deliveroo
Tom Waes op glad ijs in Groenland
Schwarz und Luxus all the way!
Lannoo Publishers is presenting the first overview of artist ROA
These statement wall murals are the ultimate conversation starter
Crónica de un campeón: Elías Hanna y el largo camino hacia la victoria
DIGITALE NOMADEN REISEN UND ARBEITEN MIT DEM MULTIFUNKTIONALEN EVOC MISSION PRO 28l GRENZENLOS KOMFORTABEL
High-tech on and off the slopes: X-BIONIC is revolutionising winter sports once again
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