10 Free Press Release Templates [Plus a Step-by-Step Guide]

You know, when it comes to getting the word out about your business or organization, there's nothing quite like a well-written press release.

Sure, the idea of putting one together might not exactly spark fireworks of excitement for everyone, especially if you’re new to the process. But trust me, once you get the hang of it, it can be a genuinely rewarding process.

We’re going to guide you through everything you need to know about writing an effective press release—no fancy jargon or complicated rules, just straightforward advice to help you get your message out there.

Plus, we’ve got downloadable templates that you can tailor to your needs. Just pick the one that fits your situation, fill in the blanks, and you’re all set.

What is a Press Release

A press release is a formal announcement sent to media outlets to share newsworthy information about a company, product, or event.

But what exactly makes something “newsworthy”? In essence, it’s any information that is new, relevant, and interesting to your target audience—not minor updates, but developments that genuinely matter.

So, don’t go publishing updates about routine maintenance, small product tweaks, or internal staff changes—these lack the significance needed to capture media attention.

Instead, focus on stories that offer real value and have the potential to engage your audience.

Benefits of Press Releases

There are quite a few compelling reasons to incorporate press releases into your communication strategy.

For starters, they give you a formal, professional way to share news and updates about your business. Instead of a casual social media post or internal email, a press release carries more weight and authority.

But the benefits go beyond just formality. Press releases also:

• Increased brand visibility and awareness: Press releases can expose your brand to a wider audience, potentially reaching millions of people.
• Generates leads and potential customers: By capturing the interest of potential customers, press releases can drive traffic to your website and generate leads.
• Cost-effective marketing: Press releases offer a relatively affordable way to reach a large audience, making them a smart choice for businesses on a budget.
• Optimizes SEO efforts: Strategic backlinking in press releases can direct readers to your website, increasing website traffic and visibility.
• Establishes your brand as an industry expert: Consistent publication of valuable press releases can position your brand as a thought leader in your industry.

Now that you’re clear on why press releases are so valuable, it’s time to focus on the how. Let’s break down the process so you can start crafting your own.

How to Write a Press Release

Press Release Format

When it comes to writing a press release, there's a standard format you need to adhere to. This structured approach helps make sure journalists and anyone else reading can easily find the most important information.

No matter what your press release is about, it should contain the following elements:

1. Headline
2. Summary
3. Date
4. Body
5. Company Boilerplate
6. Contact Information

Now, let’s explore how to write each section.

Step 1: Choose Your Target Audience

Start by understanding who you’re writing for. The audience you have in mind will guide the angle of your story. An angle that grabs a specialist magazine’s attention might not work for a broader audience, so choose one that matches your readers’ interests.

Even the best-written press release won’t be effective if it doesn’t offer something valuable to the reader. Make it clear why your news is relevant, and you’re more likely to get media coverage.

Step 2: Craft an Attention-Grabbing Headline

Your headline is like the cover of a book; it’s what makes people want to read more. In fact, people scan headlines in less than a second, deciding instantly whether to click in or move on.

That’s why your headline needs to make your point clearly and quickly. To do so:

• Be clear and concise: Your headline should accurately reflect the content of your press release.
• Keep it short and sweet—Aim for 60 characters or less.
• Focus on the Newsworthy: Highlight the most compelling aspect of your story.
• Use strong, active verbs: Choose strong action words to create urgency and impact.
• Include keywords: Incorporate relevant keywords naturally without keyword stuffing to improve search engine visibility.
• Use title case: MarketersMEDIA Rolls Out Upgraded Version of AI Press Release Generator

Step 3: Develop a Compelling Summary

This is your chance to hook readers who made it past the headline.

In about 1-3 sentences, sum up the key points of your news. Even if this is the only part someone reads, they should still get the gist of your news, especially the journalists who might be scanning through many press releases.

Example:

Often, search engines display a snippet of your content below the headline in search results, typically pulled from your summary. This means you have another shot at grabbing attention.

So, make sure your summary is engaging enough to draw readers into reading the full story.

Step 4: Include a Dateline

The dateline indicates when and where the news is happening, helping readers (especially journalists) understand if it’s current and relevant.

The format is as follows: [City, State] – [Month Day, Year]

Example:

Step 5: Start with a Strong Lead Paragraph

Journalists often skim through press releases to find newsworthy stories quickly. That’s why your opening paragraph should present essential information upfront, saving them time and encouraging them to read further.

Focus on answering the who, what, when, where, why, and how questions. While the why is important, you can expand on the reasoning in the body of the press release if needed.

By crafting a clear, concise, and engaging lead paragraph, you increase the chances of your press release being picked up by media outlets.

Example:

It answers:

• Who? Over 80 cyclists
• What? INEX Charity Ride
• When? Last May 18th, 2024
• Where? Limassol, Cyprus
• Why? A charity event hosted by the INEX Club
• How? Cyclists participated in 300 km and 150 km races, passing through scenic locations.

Step 6: Fill in the Details in the Body

Now’s the time to expand on the story you introduced in your lead paragraph. Use the next few paragraphs to provide more context, supporting details, and background information.

To make it more engaging:

• Include quotes from key players—they add credibility and a human touch.
• Add stats or data that back up your news.

Even though we’re talking about detailing facts here, it is ideal for keeping the word count under 800 because you don’t want to bore readers, and people aren’t willing to spend so much time reading if it doesn’t cut to the chase.

Remember, every sentence should contribute to the main story. If it doesn't, it probably doesn't belong.

Step 7: Guide Readers on What to Do Next

You've told your story, now what? Don't leave readers hanging. Give them a clear next step. 

Whether you want them to visit your website, RSVP to an event, or reach out for more information, make sure your call to action (CTA) is specific and easy to follow.

Your CTA should align with the primary goal of your press release. For instance, if your aim is to drive traffic to your website, include a link that directs readers to a relevant page. If you’re announcing an event, provide details on how to RSVP. Whatever your objective, the CTA should guide readers toward the desired action.

Example:

Step 8: Close with a Boilerplate and Contact Details

After sharing your news, wrap up your press release with a strong boilerplate and clear contact details.

Your boilerplate is a brief paragraph that gives background information about your company. The best part? You only need to write it once and reuse it in all your press releases.

Include key details like your company’s mission, history, and any notable achievements to establish credibility.

Lastly, your contact details should include the name and email (address & phone number are optional) of the person or department that journalists can reach out to for more information. You can also add social media handles or a website link if relevant.

Example:

With these steps in mind, you’re well on your way to crafting a strong press release.

But sometimes, having a template to guide you can make the process even smoother. Let’s explore some press release templates that you can easily tailor to suit your specific needs.

Press Release Templates

Alright, now let’s talk about the different kinds of press releases you might end up writing. There’s no one-size-fits-all here—the type you choose depends on what you’re trying to get across.

Companies put out press releases for all sorts of reasons. Sometimes it's about a new product, other times it's about changes in the company itself.

Here's a rundown of some common types you'll come across:

• New Product or Service Launch
• Product or Service Updates
• Merger and Acquisition
• Partnership and Collaboration
• Business Expansion
• New Hires or Leadership Changes
• Awards and Recognition
• Rebranding
• Event
• Corporate Social Responsibility (CSR)

New Product or Service Launch Press Release Template

When you’re rolling out a new product or service, it’s a big deal. A press release is your chance to get the word out, build anticipation, and let your audience know why they should be excited about what you’re offering.

A product or service launch press release should include:

• Key details and specifications
• When and where the product or service will be available
• Pricing

Aside from including images, consider mentioning any demo videos or landing pages that showcase your product or service in action. These help your audience visualize what you’re offering and can drive engagement.

Product or Service Updates Press Release Template

When you’re enhancing an existing product or service, it’s important to keep your audience informed about what’s new and improved.

By actively communicating updates and improvements, you’re showing your audience that you’re continually enhancing your offerings to better meet their needs and stay ahead in the market.

A product or service update press release should include: 

• What’s new or improved with the product or service
• The reasoning behind the changes
• How these updates will benefit your customers
• When and where the updates will be available
• Any actions users need to take to access the updates or new features
• Compatibility or transition details, if applicable

Besides, it’s great to provide tutorial videos or guides that can help users navigate the new changes and fully benefit from the updates. This not only enhances the user experience but also reduces potential frustration or confusion during the transition.

Merger and Acquisition Press Release Template

When a merger or acquisition takes place, it’s a significant event that can have far-reaching implications for your company, stakeholders, and the industry at large. 

A merger and acquisition press release should include: 

• The companies involved and what the deal is about
• Why the merger or acquisition is happening and how it benefits both companies
• Key deal details like the transaction, closing date, and any leadership changes
• What it means for employees, customers, and other stakeholders
• Future plans and what the combined company aims to achieve

Partnership and Collaboration Press Release Template

If you're working with someone new, it's worth mentioning. It shows growth and might open up some doors you didn't expect, like bringing in new customers from your partner’s audience.

A partnership and collaboration press release should include:

• Names of the companies involved and the nature of the partnership
• The purpose and goals of the partnership
• What each company brings to the collaboration
• How this partnership will benefit customers or the market
• When the partnership will begin and any key milestones

Additionally, consider providing examples of how the partnership will work in practice, such as joint product launches (will the companies be launching a new product together?), co-branded initiatives (leveraging the strengths of both brands), or shared resources (sharing technology, research, or distribution networks). This gives your audience a clear picture of what the collaboration will actually mean for them.

Business Expansion Press Release Template

When your company is growing—whether it’s opening new locations, entering new markets, or expanding its services—a business expansion press release is the perfect way to share the news.

This type of press release helps inform your audience about your company’s growth and what it means for your business, customers, and stakeholders.

A business expansion press release should include:

• Details of the expansion, such as new locations, markets, or services being introduced
• The reason for the expansion and how it aligns with your company’s growth strategy
• Expected benefits for customers or the market, such as improved access to services or products
• Key dates, including when the expansion will take place or when new locations will open
• Any notable investments or resources that are part of the expansion

You might also want to mention the positive ripple effects of the expansion, like new job opportunities or how your growth will positively impact the local communities where you’re expanding. This gives your press release added depth and shows the broader impact of your company’s growth.

New Hires or Leadership Changes Press Release Template

When there’s a change in leadership, especially at the executive level, it’s important to keep your stakeholders informed. A press release helps introduce your new leadership team to the public and generates excitement within your organization.

A new hires and leadership change press release should include: 

• The name and position of the new hire or individual with a leadership change
• Their background and experience relevant to the role
• Why they were chosen for the position and what they’ll be focusing on in their new role
• The impact this change will have on the company’s direction, goals, or operations
• Any quotes from the individual or other executives welcoming them to the team

Awards and Recognition Press Release Template

Sharing it isn't bragging; awards validate your hard work and can attract customers who want to work with the best.

Whether it’s an industry award, a certification, or recognition from a notable organization, letting the public know about your accomplishments helps build your brand’s credibility and reputation.

An awards and recognition press release should include:

• The name of the award and the organization giving it
• Why your company received the award
• Key efforts or projects that earned the recognition
• Why this recognition matters to your company
• Any special events or promotions you’re planning to celebrate the achievement (if any)

Rebranding Press Release Template

Changing your look or message? A press release explains the reasons behind the change and helps maintain brand recognition. It also helps avoid confusion down the line.

A rebranding press release should include:

• Why you’re rebranding
• What’s changing (logo, company name, tagline, or overall brand identity, etc.)
• How the rebrand supports your company’s goals
• What this change means for customers
• When the rebrand will happen
• Any upcoming events or launches tied to the rebrand that customers should be aware of.

You can also share insights into the creative process behind the rebrand, such as the inspiration for the new design or the research that went into understanding what your audience wants to see.

This can make the announcement more engaging and help your audience connect with the new brand identity.

Event Press Release Template

Got an event coming up? Whether it’s a launch, conference, or community gathering, a press release is the best way to spread the word and ensure people show up.

An event press release should include:

• What the event is about and why it’s important
• The date, time, and location of the event
• Who should attend and how they can register or participate
• Key highlights or activities that will take place during the event
• Any special guests or speakers who will be featured
• Contact information for inquiries or further details

You might also want to mention any special perks for attendees, like early bird registration, discounts, or exclusive access to certain parts of the event. This can help boost interest and encourage people to sign up or attend.

Corporate Social Responsibility (CSR) Press Release Template

Doing good for the community? It's worth mentioning. Might inspire others to do the same.

A corporate social responsibility (CSR) press release should include:

• What the initiative is and who it supports
• What your company is doing to help
• The impact you aim to achieve or already achieved
• How others can get involved or support the cause
• Any partners or collaborators involved

You might also want to include a call to action encouraging others to join your efforts or highlight any upcoming events related to the initiative. This helps to further engage your audience and spread awareness of the cause you’re supporting.

If you want to dig deeper into how to write a press release for each of these situations, check out our more detailed blog post on press release examples. It'll walk you through the specifics for each one.

Now that we've covered the different types of press releases, let's take a look at some of the key benefits of using them for your business or organization.

How to Distribute Press Releases

Once your press release is ready to go, it’s time to get it out there. Let’s talk about the best ways to distribute it.

#1 Direct Email to Journalists

Do your research to identify reporters, editors, or influencers who cover topics related to your news.

Craft a personalized email that highlights the key points and invites them to reach out for more information. Just be mindful of not spamming inboxes—focus on quality connections over sheer numbers.

#2 Sharing Through Social Media

Share your release across your company's various platforms, like LinkedIn, X (formerly Twitter), Facebook, and Instagram. Use relevant hashtags to boost visibility, and consider tagging any key partners or spokespeople featured in the news.

You can even do a little light repurposing, like turning key quotes into social media graphics. Just be sure to link back to the full press release so your audience can easily find all the details.

#3 PR Distribution Service

For a more comprehensive approach, you can leverage a professional press release distribution service.

These services typically offer various distribution packages at different price points, so you can choose the option that best fits your needs and budget.

But you know what? If you really want to take the hassle out of distribution, why not let us handle it for you? 

At MarketersMEDIA Newswire, we can connect your press release with over 2,000 media outlets, including big names like Business Insider, AP News, Barchart, and The Globe and Mail.

It's a simple, streamlined way to make sure your news gets seen by the right people.

Feel free to check out our distribution packages here. We've got options to fit every budget, so you can find the one that works best for your needs.