Writing a great press release can be intimidating if you’ve never done one before. Here at Fit Small Business, we’ve got you covered. We’ll take a look at 28 examples of actual press releases and provide you with actionable advice to create your own successful press release. For more on formatting a press release, see our Press Release Format Instructions.
Let’s Look at Some Press Release Examples
Now that you steps, let’s take a look at actual press release examples for inspiration:
Here’s a press release that I created for fitness expert Pauline Nordin. I lead with the most important information: a new app release, and then followed up 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.
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.
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 messaged but by taking a tongue-in-cheek approach it also conveyed our brand’s fun-loving personality.
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 American where it began, its 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 they HGTV/DYI/Discover network filmed our N.Y. factory for a show to go out to their 60 million viewer reach this Spring on making ducks in America!
John Harrison, Former Chairman of PR Committee , Central Council Of Church Bell Ringers
Journalists aren’t necessarily interested in your story for its own sake. They are interested in stories that will help sell the newspaper or enhance their ratings. So when dealing with them, try to think like a reporter and tell them things that will interest their readers or listeners.
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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 and usually garners a lot of media pick-up. 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.
Nicholas Cowell, Media Relations, Luxury Car Rental Club
We recently partnered with a Chinese investors club and you may appreciate the Press Release we crafted.
Essentially, it tells the story of a hot topic of conversation; Asian investors. It also combines luxury vehicles and international travel which surely is emotive for many readers. This particular PR has been picked up by several large media outlets in both North America and China.
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
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.
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. 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 the narrative we used to not only gain interest in the story but to gain sympathy and understanding of the author’s plight 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.
16. 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 goes beyond simply patting our company on the back, and rather explains the relevance that achieving this milestone means for the industry. Within the release, we pulled together an explanation of why such a 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. (see images attached.) It was even printed on Parchment paper to give it more of the nostalgic look and feel.
Background: The event is sponsored by the New Jersey Chamber of Commerce. It draws some of the most powerful people in NJ (Both business and political) to board a train in Trenton, NJ and ride it down to Washington, D.C. The attendees spend a day in Washington, having dinner, going to sponsored parties and mingling.
Having a short budget and no way to get major sponsorship into the train, I had to think creatively on how we can be impactful and unique to get our message across.
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 said it was a phenomenal ice breaker and that the press release was the best thing in the bag according to feed back.
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 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 Anniston 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 picked used a question on the game show “The Hollywood Squares”: “In an eDiets.com customer survey, which celebrity was rated to have the best ‘butt’, Jennifer Lopez or Jennifer Anniston.”
This was so successful because we added survey questions to intentionally generate PR-good headlines through the on-site polling.
Make sure you check our our Guide to the Best Press Release Service.
Julie Bonette, Laura Bishop Communications
As an employee of Laura Bishop Communications, a small PR firm in South Jersey, we
write tons of them! One of the ones 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 lede 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 of course our own client in the form of 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.
Able Moving & Storage effectively uses quotes to add dimension and excitement to its new wage and benefit package. It includes facts, figures and solid dates of implementation– a winning combination for any press release.
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 brands fun, and playful energy, while engaging consumers in informative but easy to read content.
The subject was a standard “new business opening” releases. Typically, pretty routine and boring. The owner of Monroe Signs (new name since the release) is a friend so I knew his “back channel” story. He was laid off and was looking to support his family. Rather than moving out of state, just job hunt, he bought a business. It was a great personal angle to the typical new business story. The media distribution wasn’t huge but did score a story in the main newspaper: The Monroe Evening News.
Mark McCoy, CEO, Reverd
We developed and provided for the first time ever a long awaited solution for iPhone users to automatically silence unwanted phone calls. Thus to avoid disturbance, anger and reduce stress. We made possible what was considered impossible a year ago. We created an unique process (patent pending) to make such automation possible for iPhones.