20 Press Release Examples by Type (& Why They Work)
Press releases are valuable tools for everything from product launches to new hire announcements. Companies also send press releases to announce awards, partnerships, acquisitions, and events. We combed through hundreds of press release examples to find 20 of the best to show you why these press releases work and how to find the best angle for your news stories.
Writing a great press release is part art and part science—and it doesn’t come naturally to everyone. Save time and give your story the best chance of gaining media coverage with expert press release writing and mass distribution using eReleases.
Whether you opt for expert press release writing services or write it yourself, here are 20 effective press release examples to draw on for inspiration:
General News & Public Announcements
Most press releases are used to share general company news or announcements with the public to build brand presence and visibility. Journalists commonly use these as references to amplify reach.
In addition to a newsworthy story, follow the standard press release format to help journalists cover your news. A well-formatted press release has a much better chance of landing media coverage.
1. CVS Health
In this example, CVS Health, the nationwide healthcare company that owns the CVS Pharmacy chain, announced an increase in the minimum wage for its employees across all locations. With ongoing minimum wage debates, it’s a newsworthy story for a corporation to lead the way in voluntarily raising the minimum wage across 10,000 locations. In addition to building a positive brand image, this news may help attract and retain more staff.
Read the full CVS Health press release.
Organic mattress manufacturer Happsy used this press release to announce its launch. However, it didn’t simply use the press release to tell the world that it had arrived on the market. Instead, it found an angle that resonates with the vast majority.
Through its use of inclusive language (e.g., “everyone”), the press release feels more relevant and relatable. The reader can instantly understand how this news relates to them. In return, it’s more likely to connect with people—journalists and audiences included.
Find out the details by reading the Happsy launch press release.
3. Story Land
When Story Land, a children’s amusement park in New Hampshire, announced its post-COVID reopening news via a press release, it caught the attention of journalists around New England. CBS Boston even covered the story in its local news segment, giving the small business a great deal of publicity to its target audience—families from within driving distance looking for weekend trip ideas and things to do for the kids.
See the local TV coverage generated as a result of Story Land’s reopening press release.
Examples of Event Press Releases
Using a press release to market an upcoming event can help your event gain media coverage, leading to more exposure and an increase in attendance. Understanding how to write an event press release effectively is the first step to successfully marketing your event. Event press releases use the standard format to highlight the significance of the upcoming event.
Heinz grabs the masses’ attention by getting them involved in its public hunt for a “Head Burger Artist.” While it sounds like one of those 21st century inflated job titles, in reality, it’s a contest where anyone can win $25,000, free travel to taste-test burgers, and get free condiments for life.
The press release’s title piques interest, and the press release itself holds the reader’s interest. It’s a good event press release example that promotes its newsworthy story in a fun way, getting people excited and involved.
View the links and see how fans followed recipes, burger creations, and more in the Heinz Head-of-Burger event press release.
5. Crimson Cup
Crimson Cup’s press release announcing their elite coffee roasters competition at the Golden Bean is intended to garner the attention of coffee professionals and aficionados across North America. Kicking off with the world’s largest roasting competition and hosting a networking event for their participants, the event resulted in a newsworthy release. It leaves readers satisfied but still looking forward to their annual release.
Read the full Crimson Cup event announcement.
Crisis Communications Press Release Examples
In times of crisis, it is crucial that your company is transparent and proactive in finding solutions. Releasing a crisis communications press release is a surefire way of showing that your business is on the right track and establishes you as the central source of information instead of speculations.
Zoom’s Keybase acquisition press release is just one part of its response to the security concerns that exploded around Zoom software with its mass adoption during the COVID-19 pandemic. As such, from the press release’s format to the elements included, everything was strategically crafted as part of an ongoing crisis communications plan.
Read Zoom’s security-related press release in full. It does a great job of bringing new stakeholders up to speed in showing its commitment to improving the security of its software and providing ways readers can continue to receive updates. It also explains the next steps Zoom will take in addressing the issue.
In a recent crisis communication-style press release example from ShelterBox, the organization strengthened the Ukraine crisis appeal by highlighting the continuous displacement, victims of war, and need for aid in the region. By proactively leading the discussion for humanitarian aid, they solidify their brand reputation to the public and encourage new media to follow in their footsteps in refocusing on the Ukraine crisis.
Read the full story from ShelterBox for more details.
Charity or Charitable Press Release Examples
Using a press release to market your charity or charitable program can help land media coverage to improve the number of potential donors and increase awareness. Fortunately, there are several services aiming to help charities and other nonprofit organizations in distributing press releases for free, which is the next step in creating a good press release.
8. Standard Process
This Standard Process press release example immediately offers the who, what, when, why, and how of the news story. The company has long done an excellent job of showing why people should care about the cause by positioning its brand with a solution to a significant community problem. To this effect, the press release clearly states that they have donated 67,000 meals to local food banks for whole-food nutrition.
Read the announcement by Standard Process about its annual One Day, One Bottle, One Meal Event.
9. Fidelis Care
Fidelis Care’s event and charity press release does an excellent job of providing key information to journalists around the angles that are important to cover in any news article. In accordance with the best practices for press releases, it is brief yet substantial in that it can be easily scannable. The newsworthy angle of this press release can be found in the first sentence, making it even more likely to be covered by the media.
Read the full Fidelis Care press release here.
10. TerraPro Solutions & Better Business Bureau
Both TerraPro Solutions and Better Business Bureau took part in the press release to announce their blood donation drive in partnership with San Diego Blood Bank. Releasing their own statements on behalf of their businesses, the partners highlighted their missions that align with the life-saving drive they helped host.
Read the full announcement of TerraPro’s blood donation drive.
Examples of New Hire Press Releases
A new hire press release is an excellent way to gain media coverage of a new hire, curate goodwill toward your company, and boost customer trust in your business. With numerous employee announcements daily, you can make your hiring announcement stand out from the rest by learning how to write new hire press releases effectively and distributing them to the right sources.
In the first paragraph, Tagboard’s press release does an excellent job of establishing why this new hire should pique journalists’ interest: Aaron Ryan was the NorthRock X President and NBA and Overtime Executive. The new hire brings a new level of expertise that will help Tagboard’s platform in major sports and media partners.
The following paragraphs expand on the newsworthy angle by discussing Mr. Ryan’s expertise and career. This instills trust and optimism in customers, investors, and employees who may be uneasy about change.
See how this new hire press release example from Tagboard showcases its new board member.
RxDefine took a different approach with their new hire press release by first establishing the role of their new hire along with its function. This is followed by the explanation discussing how Pujan Kasaju, the upcoming SVP of Finance and Operations, has the skills to take the role to the next level. It is then tied together by going through Mr. Kasaju’s career and brief expectations of the upcoming position, making this style of press release lean toward a more narrative structure.
Read the media announcement from RxDefine to see more of their format.
Product Launch or Improvement Press Release Examples
A new or improved product will be launched successfully if there is an increased interest before its release. Using a product launch press release can generate buzz around your brand and spread the word about the upcoming product. To make sure that you land media coverage, follow the press release best practices.
13. Limoges Jewelry
Limoges Jewelry’s newsworthy edge in introducing a new collection is seen in the first sentence of their product launch press release. Highlighting the surge of demand for affordable wedding jewelry because of postponed weddings during the pandemic is a highly emotional issue, making it a newsworthy angle. Journalists can immediately decide to cover this collection since it proves to be valuable and timely in the wedding industry.
Read how Limoges Jewelry frames its new collection.
InnoGames released an impressive product launch press release sample for their new mobile game: Sunrise Village. Aside from discussing the new game and how it came about, they also released a video trailer, a press kit, and a small multimedia gallery to wrap up the press release. Journalists can easily immerse themselves in the simulation game through the trailer while providing the press kit encourages them to take the next step.
Read InnoGames new product announcement.
Award Press Release Examples
Awards are excellent marketing opportunities for brands as they can improve brand awareness and reputation. Writing an award press release can ensure a larger reach, especially if your business knows how to land local press coverage. Take the opportunity to strengthen your brand image by highlighting what your business has achieved.
15. NASA’s Rover Naming Essay Contest
NASA’s announcement impressively includes all the bells and whistles to make exploring the discussed news topic captivating. A high-resolution image lines the top of the release, pulling readers in before the title is even read.
Next, the title highlights the feel-good newsworthy angle of the release: a school-aged child, Alexander Mather, was awarded the honor of naming NASA’s next Mars Rover. Finally, call-to-action (CTA) links provide ways journalists can follow the story, learn the history of the Mars Rover, and learn of future events around it.
Find out more about what makes NASA’s rover-naming press release work.
16. McCormick & Co.
Press releases are a great way to share your business’ accomplishments and accolades with the world. So when McCormick and Company was ranked the world’s most sustainable company in the food industry, it shared the news via a press release. Not only does this help to build (or solidify) a positive brand image, it also serves to keep the well-known brand top of mind.
Read the full press release about McCormick’s sustainability award.
Merger, Acquisition & Partnership Examples
Mergers, acquisitions, and partnerships are important news to corporate audiences. To keep people up to date about your company, launch a press release dedicated to the merger, acquisition, or partnership. You can help improve your chances of landing media coverage by creating a media kit using our press kit template to make it easier for journalists to craft their stories.
Technology Advice created a concise yet informative acquisition press release. The first paragraph announces the acquisition, explains what it means for the company, and discusses who and what they are acquiring in just two sentences. It offers an objective story that gives journalists the resources and opportunity to create a well-rounded article on the story, including direct quotes from its CEO and a Marc Waring Ventures executive.
Read more about the latest Technology Advice acquisition.
18. LegalZoom & Wix
LegalZoom and Wix announce a partnership in this press release, highlighting their expectations and future as partners in the industry. It works because it includes the information and resources necessary for journalists to expound on the partnership through media coverage. At the same time, the use of quotes and an in-depth understanding of how representatives of these brands see this partnership can be valuable.
For more detailed information, check out the full press release published by LegalZoom.
Press Release Examples for Research & Reports
Research and reports can play an essential role in people’s lives personally and professionally. Getting media attention for your company’s research increases exposure for your business and can even be the means of getting your study into the hands of policymakers and influencers. Translate your technical research into information for the public effectively by avoiding these press release mistakes in your piece.
In line with the best practices for press releases, Zomentum’s announcement works because of its meaningful statistics that emphasize how important the report is for both journalists and the public. Despite being heavy in numbers, it is still written to include the newsworthy information and edge within the first 100 words of the press release: that 80% of U.S. companies are taking steps to make hiring easier.
See how Zomentum uses statistics to its advantage by reading the full press release.
20. Xero Small Business Insights
Xero Small Business Insights (XSBI) used a report-type press release to announce the outcome of their quarterly updates program. XSBI reported vital data they aggregated as well as relevant aspects of their program including methodology and background information. This allows journalists to fully grasp the value of their report while making it easier to digest since it is broken down into scannable sections.
Read the full press release by Xero Small Business Insights.
Frequently Asked Questions (FAQs)
How do you write a press release?
To write a press release, you should establish your release goals and metrics and then decide on the story angle that will capture journalists’ attention. Next, configure your document format settings and add all necessary elements before distributing. For more clarity, check out our article on how to write a press release and download a free press release template to work with.
How can I get the media to cover my story?
Getting the media to cover your story can be challenging. Make sure you use the right press release format, identify outlets and journalists that cover stories like yours, include multimedia, and put together a strong, personalized pitch. For more guidance, follow our guide on how to increase local press coverage of your announcement, including the best way to write, send, and distribute your release.
What are some best practices for press releases?
There are plenty of ways to set your press release apart, such as highlighting the most newsworthy angle, using multimedia, search engine optimization (SEO) to ensure your story gets found online, and tracking your press release’s performance. To make your announcement the best it can be, download and use our AP style press release template since it’s the format preferred by the media.
Journalists work on tight deadlines. Hence, they need stories they can immediately recognize as newsworthy. These are those that can easily and quickly be researched and covered promptly. This means that, while the press release should be short and objective, you must provide plenty of resources and information to captivate journalists.
If you have a newsworthy story or announcement but lack the time or know-how to publish a press release, leave it to the media experts at eReleases. They will write, proofread, and improve your copy before distributing it, putting it into the hands of thousands of journalists and media outlets.
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