Looking for ideas for how to write a press release that will catch the attention of media outlets? Here at Fit Small Business, we’ve got you covered. We’ve compiled 29 examples of actual press releases that were able to successfully garner publicity. We’ll take a look at each and provide you with actionable advice to create your own successful press release.
Want to know the best way to send your press release? Check out our guide to the top press release services for small businesses.
First we are going to look at a press that we at Fit Small Business recently sent out, so that we can point out the attributes of a good press release. You should look out for these points when viewing the other examples below.
- Headline and secondary headline – The headline is crucial to your press release as it is the first thing that will catch the reader’s attention. Keep it short, interesting, and descriptive. Having a secondary headline is a great way to give more information without taking away from the main headline.
- Get straight to the point – Press releases are sent to people that are busy, so make sure the essence of your release is in the first two paragraphs.
- Easily quotable – Journalists will want to pull parts of your press release to use in their own stories. Make sure you have sentences that will make an impact when used separately.
- Include a photo – Sending a picture along with the press release is crucial as it personalizes the release and makes it stick out in people’s minds. The picture we included was able to immediately put a face to the name and hopefully made people want to learn more about the woman in the photo.
You also want to make sure the press release is newsworthy. This doesn’t mean that you can only send out a press release for information that would make the front page of the New York Times. It does mean that you have to find an angle that you think journalists will find interesting and want to write about.
For our press release, we decided to take a women in leadership angle. This is because we noticed a lot of buzz recently about women in leadership roles, which in the past was dominated by men. This approach worked well for us. We had our press release written about in over 30% of the outlets we sent the release to, including coverage in Talking New Media and Street Fight Mag.
More Examples of Successful Press Releases
Here’s a press release that was created for fitness expert Pauline Nordin. It starts with the most important information: a new app release, and follows with a reason why you should care (Nordin outsold famed fitness trainer Jillian Michaels). It was effective because it gave all of the facts and was easily quotable for journalists interested in the story.
CLICK HERE To Get a Handy Printable PDF of these 29 PR Examples
Ashley Kubiszyn, Marketing and Communications Director, TicketCity
I originally wrote a more traditional (read: boring) release around our anniversary but after getting bored just proofreading it, I decided to scrap the whole thing and make it something people would actually enjoy reading. The press release not only conveyed our message, but by taking a tongue-in-cheek approach, it also conveyed our brand’s fun-loving personality.
Jennifer Vanderslice, Owner, MoonGlow PR
The press release was an announcement that my client’s books were available at the Fest for Beatles Fans event in Chicago and they can be purchased already signed by the authors. Not only did this create a boom for my author’s books, it generated traffic to the Fest website which has won me brownie points with the owners. This release is also timeless and can be linked to on social media again and again.
Craig Wolfe, President, CelebriDucks
When you have done something as unique and fun as we did, such as returning the whole rubber duck industry back to America where it began, it’s a cool emotional story that strikes an emotional chord in people regarding US manufacturing and thus gets a lot of attention in the media. In fact the HGTV/DYI/Discover network filmed our N.Y. factory for a show that went out to their 60 million viewer reach in the Spring on making ducks in America!
Heather Piper, co-owner of Thrill of the Hunt
The subject alone caught people’s attention, and gave Thrill of the Hunt exposure to increase ticket sales, further promoting our events without additional effort. It was used as a vehicle for interested parties to reach out to Thrill of the Hunt asking for dog scavenger hunts in specific dog friendly areas, or for fundraising opportunities for communities and charities.
This press release gave us exposure in several dog magazines, including San Diego Dog and NOVADog (Virginia), online media such as Edge Media Network, a local radio station, and with local charities who promoted the event in their area.
The press release also promoted our event to potential sponsors, local businesses, and national brands. After the launch of the press release, I had potential sponsors interested in one or several of our dog scavenger hunts and sponsorship opportunities.
Marc Joseph, CEO & President, DollarDays
Giving back is what separates one company from another in a recent poll of Millenniums. Our customer base of B2B companies and nonprofit organizations crosses all generations, so we thought it was important to remind our customers that DollarDays’ social mission to help communities is a core component of our identity. And what better way to do that but to double the donations during the month of March.
Wende Gray, Gray Marketing
Here’s a link to my favorite press release that I wrote for The Bethel Inn Resort’s 100th Anniversary a couple years ago. Celebrating an anniversary is always a newsworthy event, especially if it hits the century mark. I particularly like this release because it brings into context other major events of 1913. Carrying on the major events theme of 1913, the resort posted a This Day in History-1913 at the front desk. I discovered that the first crossword puzzle was published and that Robert Mondavi was born (parking a wine special in the tavern), among other exciting happenings, including the institution of the dreaded federal income tax.
The results speak for themselves–near 100% occupancy in the hotel in October. It was picked up in Historic Hotels of America “Haunted Historic Hotels” release and also sent out nationwide to radio, TV, and newspapers. We have had very good luck over the past 10 years of having our annual ghostly story picked up and run all over the world. I have done radio interviews with stations from England, Ireland, Canada, Australia, New Zealand and from all across the 50 states.
Most people think that you can only submit a press release when your business releases a new product or wins an award. This creative press release plays on people’s fascination with the supernatural in order to gain traction in the media. It also has an attention grabbing title and was sent out at the end of September in order to be perfectly timed with the upcoming Halloween holiday.
CLICK HERE To Get a Handy Printable PDF of these 29 PR Examples
Jacel Egan, Media Relations Coordinator, TechnologyAdvice
We conduct research studies throughout the year on various topics that we feel are relevant and of interest to our target audience. We sent out a press release a couple of months ago featuring our data monitoring survey that received a lot of positive feedback. It was picked up by various publications, including TLNT and Recruiter.com
Our study found that 56% of office workers deemed perks were at least moderately important when evaluating a job — and we were surprised to discover that a majority of employees would prefer certain work perks over a raise, including flexible hours and remote work opportunities.
Alexandra K. Daniel, Zephyr PR
My best press release was written just a few months ago for a Denmark-based client. The goal was not only to generate broad national media recognition of the company and product here in the states, but to also get an interview with the company’s CEO.
The company and product were featured in national online coverage along with a CEO interview on both CNNMoney.com and CNN.com. I was able to secure the CNN.com interview for my client by directly pitching the CNN.com Reporter who I had worked with in the past. A true testament to the effectiveness of a solid pitch/press release as well as my company’s solid media contacts. This resulted in the company nearly quadrupling sales in just a month and a half.
Shari Linton, My Single City
The idea behind this press release was to educate people about a new dating app (small business) as well as empathize with any single person who reads it. We placed a small insert about why we developed the app and let readers know that we too are single and feel what they’re going through.
I believe the press release was successful because we let readers know that we too are like them and that was the reason behind developing the app.
Christine White, Marketing & Sales, Terranova
The idea behind this press release and why it’s effective is it was written to promote our commitment to creating products that use natural ingredients while showing our support for reputable non-profit organizations, like The Arbor Day Foundation, that give back to the community and help our planet. This press release reinforces our commitment to being green, shows philanthropic support, and creates good will with our new and existing customers.
Carrie Aulenbacher, Author
This was sent out by my publisher to introduce my novel to the public and to bookstores worldwide.
Effective? Yes, this helped my book to be picked up by bookstores and websites from here to Russia, China, Australia, etc. By including a description of the book in the press release, we were able to get people interested in the novel. I’m even in my local Barnes & Noble. It was a great way for me to debut my writing and get out there in the publishing world!
Crystal Brown Tatum, Crystal Clear Communications
This press release was successful because obviously the content was of interest to the media and it had a catchy attention grabbing headline. I feel that we used the narrative to not only gain interest in the story, but to gain sympathy and understanding of the author’s plight, which contributed to the press release success (more than 5,000 hits). One must tell a compelling story in a limited amount of space in a press release. It’s more than the who, what, when, and where model. You want the reader to be drawn in immediately.
Allison Ortiz, Media & Messaging Specialist, Media Minefield
At Media Minefield, we believe there are more effective ways to get the message to the media rather than press releases. That’s why we created a press release announcing the death of the press release (Headline: Death of the Press Release). We posted it on our website and on social media on April Fool’s Day as a #kiddingnotkidding.
It’s gotten attention on social media from members of the media who support what we believe about press releases, and it’s gotten our point across in a fun way.
17. E-Complish announces PCI 3.0 Compliance, making it one of the first level one payment processing companies in the world to achieve this level of certification
Jessica Camp, PR Associate, Blue Fountain Media
We wanted to craft a release that went beyond simply patting our company on the back, and rather explained the relevance that achieving this milestone meant for the industry. Within the release, we pulled together an explanation of why PCI 3.0 certification is important for credit card processing companies with day to day consumers in mind.
Rather than focusing singularly on the client, we felt it was important to focus on implications this certification has on the end user, and really, the industry as a whole.
Peter S. Moeller, Director of Marketing & Communications, Scarinci Hollenbeck
My favorite press release was one I created last year for the event “The Walk to Washington.” It was not meant for digital release. It was meant specifically to be in the face of the attendees of this event. The press release was created to look like an old Scroll from Colonial days. It was even printed on Parchment paper to give it more of the nostalgic look and feel.
Since this event was on its 75th year and the destination was Washington, D.C., I thought it was fitting to create a scroll and drop it into the “goodie” bags each attendee received. However, the paper alone wouldn’t do because it was too flimsy. So, we hand wrapped it around an extra-large highlighter with our colors and logo as well as hand tied ribbons to give it that extra old time feel.
The response was overwhelming. I heard accounts of people opening them together, intrigued as to what was inside. I heard people played swords with our extra-large highlighters and pretended to do it in ‘old time’ voices. The attorney from our firm who attended the event said it was a phenomenal ice breaker and that the press release was the best thing in the bag according to feedback.
Danielle Hutchins, FreightCenter.com
There were two purposes to the release. One was to increase our number of applicants, and the other was to create a little buzz about our expected growth.
My strategy was to present FreightCenter as an exciting place to work where there are many opportunities to grow. Right away, I supported this claim in my lead when I said FreightCenter will announce “a major overhaul of its company positioning and brand.” This statement was purposely used to create curiosity so the reader would continue reading. When writing a release, it’s very important to catch the reader’s attention in your lead. Do this by providing the most important information in a way that will compel the reader to read on. To further support my claim and satisfy the reader’s curiosity, I included a quote from our COO Doug Walls in the third paragraph. The quote should answer any questions the reader might have.
Shaun Walker, Hero Farm
As a timely and relevant campaign, The Last Christmas Ever capitalized on the increasing conversation about the Mayan calendar predicting the end of the world would occur before Christmas in December 2012 thus making Christmas 2011 the final one. It garnered great attention from the media and increased web traffic.
“It’s time to start living like there’s no tomorrow—literally,” said Andrew Kardon, President of JoeShopping.com. “Where we’re all headed, there are no rules.. When I reach the 10 items or fewer line at the supermarket—I’m totally going with 11 now.”
Jay Berkowitz, Ten Golden Rules
My best press release was the use of a survey we did for eDiets.com. We asked our website visitors and eNewsletter subscribers to complete a poll about the best celebrity bodies and ‘butts.’
In the poll results, Jennifer Aniston was rated higher than Jennifer Lopez, who at that time had the most talked about derriere.
We sent out the press release, and the media loved the story that Jennifer Anniston beat J-Lo. Well over a hundred media outlets ran the story, and it was even used as a question on the game show The Hollywood Squares.
This was so successful because we added survey questions to intentionally generate PR-good headlines through the on-site polling.
CLICK HERE To Get a Handy Printable PDF of these 29 PR Examples
Julie Bonette, Laura Bishop Communications
One of the press releases we are particularly proud of is one we wrote last spring for one of our school district clients – Pinelands Regional School District. One of their alumnae had just become the top collegiate equestrian in the country, and we promoted it like crazy! We ended up getting coverage in many local papers, equestrian publications, and on Fox 29 Philadelphia.
We felt our release and pitch were effective because the headline was straight and to the point – but the lead was cute and catchy. By the end of the second sentence, you realized the importance of the release, but we still had lots of fun with it. We interviewed the equestrian herself, her college coach, and the high school principal.
Chad Reid, JotForm
The most successful press release in my opinion was one we did shortly after one of our competitors announced they were closing, and we offered a tool for their users to migrate to our product. The release didn’t single handedly get us PR necessarily, but it was incredibly searchable. Our competitor’s users looking for an alternative to the product they were using were finding the press release, and, ultimately, finding our company and import tool.
“Free” is one of the most persuasive words in the English language and makes this press release title eye-catching. Also included in the press release is a link to the free practice test. This gives the reader immediate information without requiring back and forth emailing or other inconvenient actions.
Bernice Mirrilees, Public Relations Director, Red Caffeine
The topic seems dull-the dropping industrial vacancy rate-but the key was to tie it to a larger industry trend–in this case, a report that shows the O’Hare Int’l Airport region as being the top real estate investment market. It led to a story in GIS Planning, a publication for site selection professionals (small but very precise niche market).
One of my biggest challenges is coaching my clients to understand that which is big news to them may not be big news to others, even within their own industry. I know a number of business writers that are not allowed to write about a single business unless they can tie it to a larger story that indicates an industry trend. Often that means offering up other businesses to interview as well.
Latoya Rogers, RevUnit
The best press release I have written was entitled “RevUnit’s New Employee Engagement Program Rivals Google.” The headline was carefully crafted to draw the reader in by comparing our company to a well known brand like Google. My goal was to bring awareness to our brand by getting as many news stations and magazines to tell our story, and it worked. Numerous magazine and journals published our press release, and nearly a dozen news stations covered the story around the United States. The simplicity and the ease of reading the press release really worked in our favor.
Olivia Davi, Accounts Assistant, Christie Communications
[W]e wrote a press release called Yumbutter by the Numbers. There are multiple reasons as to why this press release was successful. We successfully demonstrated the brand’s fun and playful energy, while engaging consumers with informative but easy to read content.
28. South Jersey PR Firm Offers Free Service to Retailers Selling the Controversial Handgun iPhone Case
Gary Frisch, Swordfish Communications
This press release is an interesting and unusual one that generated some good publicity. This release was an attempt at “newsjacking” coverage of a very controversial product that had the media in a frenzy for a couple of days in 2015. My plan worked: my news was picked up by the Philadelphia NBC station and the Philadelphia Business Journal. It was also mentioned a second time in the Business Journal, in a weekly column by one of the editors. And no, no business took me up on the offer I made in the press release.
This is a good example of newsjacking, which means quickly jumping on something that’s in the news with your own spin on it in order to generate publicity for your business.
Rick Sliter, President and CEO, BioClarity
Our parent company, Adigica Health, is an ecommerce company focused on the development of healthcare products. We recently developed a new proprietary skin care regimen specifically formulated for the treatment of acne in teenagers and young adults, and we sent out a press release announcing the new product.
We included statistics in the press release of how many teenagers and young adults reported clearer acne after using our product, which I believe is what helped us gain over 8,000 followers on our Instagram and 3,000 on our Facebook account.
CLICK HERE To Get a Handy Printable PDF of these 29 PR Examples
Over to You
If you’re looking for format instructions and an easy to use template for press releases, read our guide here.
Have you recently sent a press release that was successful in promoting your business? Let us know about it in the comments section below!