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

68,473 press releases published
2,142 newsrooms created
58,464 campaigns sent with Prezly in 2022

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 good 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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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.

Muriel N. Kahwagi

AIF

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5. Start with a press release template

Hey, nobody said you had to start from scratch! While the above points give you an idea of how to approach the practicalities of coming up with a killer press release headline, you do also need to zoom out a bit and consider the bigger questions, like who exactly is this press release for and does it really need to exist?

If that strikes a chord, then it's likely you'll find this other post helpful. (Don't worry, it has gifs.)

Download a 100% free press release template and get the lowdown on how to structure your story right here: