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What Is a Press Release? Definition, Examples & How to Write One
Press releases remain one of the key communication tools for brands looking to share news with the media. In a fast-moving digital environment, they help companies stand out, stay credible, and reach broader audiences.
This guide explains what a press release is, why it matters today, and how to write one effectively. You’ll also find structure tips, examples, and best practices to help shape stronger announcements.
What Is a Press Release?
A press release is a short, factual, and news-focused document that organizations send to journalists, editors, bloggers, and media outlets. Its purpose is to announce something newsworthy—such as a product launch, partnership, event, award, report, or corporate milestone—and encourage the media to publish a story about it.
Thanks to digital media, online publications, and SEO, press releases are more impactful than ever. A single well-crafted release can reach wide audiences, support search engine visibility, and strengthen long-term media relationships.
Press releases always answer the 5W1H:
Who is making the announcement?
What is happening?
When does it take place?
Where does it happen?
Why does it matter?
How did it happen?
A strong press release transforms company information into a clear, publishable news story.
Types of Press Releases
Different announcements require different approaches, and press releases can be tailored to match the nature of the news. From product launches to executive appointments, each type serves a specific purpose and highlights a unique angle. Understanding these categories helps brands choose the right format and focus for every announcement.
Here are some notable examples:
Product launch
New service announcement
Funding or investment
Partnership or collaboration
Award or recognition
Research report or findings
Event announcement
CEO or executive appointment
Crisis communication update
Market expansion or new office opening
Each type follows the same structure but highlights different angles.
A clear structure is what makes a press release easy for journalists to read and use. Following a standard format ensures your announcement is consistent, professional, and immediately understandable. The elements below make up the foundation of every well-written press release.
Headline
Subheadline (optional)
Dateline
Lead paragraph
Body paragraphs
Quote
Additional details
Boilerplate (About Us)
Media contact information
This structure helps journalists quickly scan and understand the story.
Press Release Template (Copy & Use)
[HEADLINE] A clear, news-focused headline (8–12 words).
[SUBHEADLINE] Optional sentence for extra context.
[CITY, DATE] —
Lead paragraph summarizing the 5W1H.
Second paragraph: Explain the importance. Add data, figures, context.
Third paragraph (quote): “Insert a human and credible quote here,” said [Name, Position].
Fourth paragraph: Add supporting details such as specifications, event info, research highlights.
Boilerplate: Short description of your company (mission, services, audience).
Media Contact: Name, email, phone, website.
Examples of Effective Press Releases
Seeing real examples makes it easier to understand what a strong press release looks like in practice. The cases below show how different angles—product launches, research findings, and events—can be turned into newsworthy announcements that attract media attention.
Product Launch Headline: B2Press Introduces Global Self-Service Press Release Distribution PlatformWhy it works: Clear benefit, global relevance, timely angle.
Research Report Headline: New Study Reveals AI Adoption Surged 54% in European SMEs Why it works: Strong data, journalistic value.
Event Announcement Headline: Tech Summit 2025 Returns to Amsterdam With 5,000+ Attendees Expected Why it works: Location + scale + media-friendly angle.
How to Write a Press Release in 7 Steps
Writing a press release becomes much simpler when you follow a clear, step-by-step process. These seven steps outline the essential elements every release should include, helping you craft announcements that are structured, relevant, and easy for journalists to use.
Choose a newsworthy angle
Write a strong, factual headline
Craft an engaging lead paragraph (5W1H)
Build the body with supporting details
Add a human, insightful quote
Write your boilerplate
Proofread and finalize
Why Online PR Matters Today
Digital communication has changed how audiences discover and trust information. Online PR allows brands to appear in search results, gain backlinks, and reach global readership instantly.
Online press releases support:
SEO and search visibility
Brand authority
Influencer outreach
Social media amplification
Link-building
Reputation management
Audience targeting
Online PR gives brands instant global presence something traditional PR alone cannot achieve.
The Role of Online Press Release Distribution
Even the best press release needs the right distribution to make an impact. Reaching verified journalists, trusted publications, and high-traffic digital platforms is essential for visibility. Professional distribution services bridge the gap between your news and the media outlets that can amplify it.
With a platform like B2Press, brands can ensure their press releases reach the right audience—locally or globally—through targeted outreach and guaranteed online placements.
Professional distribution helps brands:
Send releases to verified journalists
Secure guaranteed publication on reputable online news sites
Reach global digital media platforms
Gain high-quality backlinks for SEO
Track visibility, reads, and performance metrics
B2Press handles every step of the process, ensuring your announcement is delivered, published, and measured effectively.
A press release is more than a company update—it’s a strategic communication tool. When written clearly, supported with data, and distributed professionally, it becomes one of the most effective ways to increase visibility, earn media coverage, and strengthen brand authority.
To maximize results, combine:
A strong news angle
A clear, journalistic structure
Consistent tone
Insightful quotes
Strategic distribution
If you want to reach the right news outlets in specific markets, explore our Country PR Packages to distribute your press release across targeted regions with guaranteed visibility.
Frequently Asked Questions About Press Releases
How long should a press release be?
A press release should be around 400–600 words, giving enough space to explain the news clearly without overwhelming journalists.
Are press releases still relevant?
Yes. Press releases remain essential for sharing verified information, gaining media coverage, and improving online visibility.
Should press releases include keywords?
Yes, adding relevant keywords helps your press release rank better online and supports SEO for both your brand and media outlets.
Can a press release boost SEO?
Press releases boost SEO when published on high-authority news sites, generating backlinks and increasing brand visibility.
How often should brands send press releases?
Most brands share press releases monthly or quarterly, depending on how often they have meaningful updates to announce.
