How to Write a Great Press Release in 7 Steps (with Templates!)

Here’s an event press release template to get you started.
If your ideal reader finishes your press release and wants more information, you need to make it clear where they should go. Otherwise, you’ll lose the opportunity to engage the reader or convert a potential customer. Not the outcome you want after you spend your time and effort writing a press release.

press release example from Ace Hardware:

70-90 characters.

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2. State the announcement & its significance in your intro

It reads:
When you’re writing a press release for your next event, be sure to:

When you’re writing a press release for your next event, be sure to:

If I only read the introduction to this press release, I have all the information I need.

If you’re looking to write a press on something other than the four scenarios mentioned above, here are some additional resources: 
It reads:

How to write a press release for an event

Take this example from Smith College’s press release about replacing loans with grants.
It also turns out that it’s the best way to get traffic. Cision even found that press releases with active verbs in headlines got more views than their passively constructed counterparts.

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Here’s an award press release template to get you started

  • Share who the event is for. Who is your ideal audience? This might seem awkward, but you should explicitly state this since it’s not always clear. For example, your company’s baking competition could be for anyone over 14 or it could be for local pastry chefs in the area. There’s a huge difference there, so err on the side of caution. (Plus, you don’t want to have to turn away an aspiring 14-year-old who shows up with spatula in hand at your door.)
  • Explain the significance of the event. Why does your event matter for your company and your community? If you’re hosting that baking competition to find the next best pastry chef in your city, that’s significant. If it’s the fifth year you’re hosting and other winners have gone on to open their own businesses, that’s also worth mentioning.
  • Include registration or ticketing details. How can someone attend your event? Make sure the end of your press release includes whether tickets are for sale or free, whether registration is required or not, as well as key information about deadlines and event dates.

First, media coverage will help get the word to any interested attendees. Second, it’ll increase the chances of getting your event covered, as well. It’s great to have your upcoming event get press—it’s even better to have the impact of your event written up, too.

How to write a press release for a product

Writing in active voice will make your press releases stronger and clearer—and this is good when there’s no room for confusion. 

Read this press release

Press releases can amplify your reach, generate leads, and even build connections with influential media outlets.

  • Share an overview of the product. What is your new product? In the body of your press release, outline what your new product is, what it does, and how to get it.
  • Stress the benefits. How does your product help? This isn’t product copy, but you still want to focus more on benefits than features. By doing this, you’ll also help make it clear who your new product is for—key information to include in your release.
  • Describe how it fits with your business. Why this new product? Explain how the product fits your company’s mission, compares to your other offerings, and/or serves your current customers.

When something important happens in your business, it’s common to write a blog post, share the news on social media, and even spread the word through email. These are great, but one thing businesses often forget is the press release.

How to write a press release for a new business

When writing a press release about an award, be sure to: 

Read this press release

Winning an award is exciting! You want people in your network and companies in your industry to know when your business or members of your team have been recognized for their hard work and achievements. A press release is a great way for getting the word out soon. Even in the long term, it can be good to make this information public so that potential new hires, new partnerships, or even new customers can review your accolades. This establishes your business as an authority and encourages trust.

  • Explain your purpose and your goals. Why does your company exist? Sharing your goals and purpose in your launches helps generate more press than explaining what your business does. Your story is always going to be more compelling, so make sure to use it. This is a perfect way to start introducing your brand.
  • Share any funding details. If you raised any pre-seed funding rounds, be sure to include that in your press release—especially if you have any backers from the industry you’re working in or with their own following.
  • Include a CTA. Do you want people to sign up for your beta? Follow your progress on social? Go to your website? Whatever it is, include that call to action in your press release. You’re just starting out so if you get eyes on your brand, you want to keep them.

When you’re launching a new product, you want customers and brand advocates engaging on social media, industry writers mentioning the updates, and any other buzz you can get. Writing and distributing a press release will help with that.

How to write a press release for an award

That was a lot! The good news is, you don’t have to write all of this now. Give yourself a headstart for some common press releases and be sure to bookmark these templates to use whenever you need them. And to recap, here are the seven steps you want to follow to write an effective press release, regardless of the topic:

Read this press release

When you’re writing a press release for your new product:

  • Explain why the award is significant. Why is this award worthy of a press release? If it’s recognition for an exceptional leader, say so. If it’s a culmination of your company’s hard work, include that. If it’s rare for a company of your size to win, include that. These details will make the story more compelling.
  • Include a quote from someone on your team. Winning an award is an exciting achievement, and including a reaction from your team helps convey that you’re treating it that way. Make sure the quote is from someone related to the win.
  • Share what’s next for your team. What will you do with this momentum? Writing a press release for an award is an excellent opportunity to share what your company’s plans for bigger and better are—use it.

As with any news article, the introduction of your press release needs to answer all five W’s right off the bat: who, what, where, when, and why it matters. Take the introduction in the MasterClass press release example below.

More press release templates

 This makes it easy for anyone interested to click to the FAQs and get all the information they need about the announcement and how it could impact them.

  • Jotform’s 12 press release templates for books, concerts, new hires, nonprofits, and more.
  • Smartsheet’s seven press release templates for business news, social media, email, and more.
  • Template Lab’s 46 press release templates for website launch, vendors, survey results, and more.

Use these press release templates & tips to generate buzz for your biz

When you get to the body of your press release, use this space to give your readers more information. This is the ideal place to incorporate quotes from experts or images to make the content more engaging. In the body of the MasterClass press release is a photo of Yo-Yo Ma and a reaction from the founder and CEO of MasterClass.

  1. Start with an attention-grabbing headline
  2. State the announcement and its significance in your intro
  3. Expand on why this announcement matters in the body
  4. Stick to a formal, authoritative tone
  5. Use active voice
  6. Be concise
  7. Include follow up