11 great press release examples (plus tips for SEO and AI search)

Every brand needs to protect its image and stay relevant. In 2026, press releases are no longer just a media relations tool. When done right, they help brands improve search visibility, reinforce authority for AI-generated results, and signal relevance in specific countries and markets.

Not all press releases get coverage. Journalists only pay attention if the announcement sounds like a story worth telling. A product launch. A major hire. A partnership with clear local impact. A strong data angle that matters to their beat.

In this article, we break down how to write a press release that works. You’ll learn the 8 writing tips that matter, see 11 real-world examples from Apple, Ogilvy, Coca-Cola, and others, plus get distribution strategies for both local and global media.

Short on time?

Here is a table of content for quick access:

• What is a press release?
• How to write a press release that works
  • Tip 1: Evaluate the topic
  • Tip 2: Write a clear headline
  • Tip 3: Insert key information in the first paragraph
  • Tip 4: Add a press release summary
  • Tip 5: Insert quotes
  • Tip 6: Use data
  • Tip 7: Add multimedia
  • Tip 8: Include a boilerplate
  • Press release template you can copy
• Common press release mistakes journalists ignore
• How to distribute a press release
  • Build a targeted media list
  • Research media rules in your target country
  • Create a strong subject line and engaging pitch
  • Include local context to make it relevant
  • Choose the right time to send
  • Follow up with journalists tactfully
  • Consider using newswire or PR agency
• Press release examples
  • Product launches
  • Product updates
  • Mergers and acquisitions
  • Partnerships
  • Awards and recognitions
  • Events
  • New hires
  • New business
  • Campaign launches
  • Social causes
  • Crisis communications
• Case study: crafting a compelling press release message
• Frequently asked questions

What is a press release?

A press release is a short, factual announcement sent to media outlets to share company news, events, or product updates. Traditionally, press releases are used to generate media coverage, attract attention, and build credibility.

In 2026, press releases do more than that.

They help:

• Establish brand authority for AI-generated search results
• Create consistent entity signals across media, search engines, and platforms
• Improve geo-based visibility by associating your brand with specific regions

Press releases follow a standard format, making it easy for journalists and AI systems to extract key information. They are typically one page long, written in a journalistic style, and include the key 5Ws: who, what, when, where, and why.

When written properly, a press release becomes a trusted source that can be cited, summarized, and resurfaced long after it is published.

How to write a press release that works

Tip 1: Evaluate the topic

Start by asking whether your story is truly newsworthy. Does it introduce something new, timely, or relevant to the audience you are targeting?

Journalists in APAC, for example, often look for:

• Local market impact
• Regional partnerships
• Data-driven insights
• Alignment with economic or industry trends

Common press release topics include product launches, mergers and acquisitions, partnerships, events, executive hires, awards, campaigns, and crisis communications.

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Tip 2: Write a clear headline

The press release headline must be clear, captivating, jargon-free, and focused on the key message you want to convey.

A good headline:

• States exactly what happened
• Mentions the company or product clearly
• Avoids clever but vague phrasing

If a journalist or AI system reads only your headline, they should already understand the core news.

Tip 3: Insert key information in the first paragraph

The first paragraph should answer the 5Ws and how: who, what, when, where, why, and how. These days, the average person’s attention span is only around eight seconds.

Use a reverse pyramid structure. Put the most important information first. Avoid pronouns and vague references. Be explicit with names, locations, and actions so the information is easy to extract and summarize. In short, your press release flow should follow this:

Tip 4: Add a press release summary

Bullet points at the top help journalists quickly assess whether the story is relevant. They also improve scannability for search engines and AI tools.

Use this section to highlight:

• The announcement
• The impact
• Why it matters now

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Tip 5: Insert quotes

Strong press releases include relevant quotes from executives, experts, or partners.

Quotes help:

• Humanize the announcement
• Add credibility
• Provide context beyond the facts

Avoid marketing slogans. Use quotes to explain why the news matters.

Tip 6: Use data

By providing the industry landscape upfront for the journalist, you’re able to do half the job for them. Data makes a press release feel grounded and credible.

Good data includes:

• Market size or growth rates
• Industry trends
• Country-specific statistics
• Official or reputable sources

Whenever possible, localize your data to the country or region you are pitching. Another way to add value to your press release is by ‘newsjacking,’ or relating your announcement to current events.

Tip 7: Add multimedia

Images, videos, and infographics increase pickup rates and engagement.

Short visual summaries are especially effective on platforms like LinkedIn, WhatsApp news channels, LINE, and Google News.

Tip 8: Include a boilerplate

End with a short “about the company” section. 2-3 sentences should be enough and should include:

• What your company does
• Where it is based
• A website link

This provides quick context for journalists and reinforces consistent brand information for search and AI systems.

Press release template you can copy

Here’s a simple structure you can use for any press release:

[Headline]

[Subhead (optional)]

[Dateline + Lead paragraph] — include 5Ws

[Supporting paragraph] — background info, quotes, or data

[Multimedia or visuals]

[Boilerplate] — company background

[Media contact]

Common press release mistakes journalists ignore

Even experienced teams make these mistakes:

1. No real news
2. Overly promotional language
3. Missing data or context
4. Poor localization across markets
5. No clear takeaway in the first paragraph

If a journalist cannot understand the point of your release immediately, it will be skipped.

How to distribute a press release effectively (locally and globally)?

Distributing a press release effectively involves more than just sending it to as many media outlets as possible. Tommy Young, a seasoned PR consultant from Content Collision (C2), advises,

“You’ll have a better chance at media coverage if you prioritize pitching to relevant journalists, rather than blasting it to as many as you can.”

To enhance your press release distribution, consider the following steps:

1. Build a targeted media list

Use platforms like LinkedIn, Muck Rack, Cision or ContentGrow to find journalists in your industry and region.

2. Research media rules in your target country

Different markets have different expectations. Thus, before distributing a release check the following:

• Learn whether local journalists prefer email pitches, calls, or newswire links
• Identify common press etiquette (e.g., subject line formats, attachments, languages)
• Avoid major missteps by hiring or consulting a local freelance PR consultant when needed
• Consider local newswire alternatives that are widely used by local companies

3. Create a strong subject line and engaging pitch

When reaching out via email (the preferred channel for journalists), keep your pitch concise and relevant. Your subject line is the first impression, so make it count. For example, instead of “New Product Launch,” opt for “Startup X Introduces AI-Powered CRM to Double Sales Efficiency.”

Personalize your message by referencing the journalist’s previous work or explaining why your story aligns with their coverage. Avoid attaching large files; instead, provide links to a press kit or resources.

4. Include local context to make it relevant

Local relevance increases pickup and AI trust signals. This could include:

1. A partnership with a local brand
2. Plans to expand, invest, or hire in the country
3. Market data or stats relevant to the country’s industry
4. References to government programs, economic goals, or public events
5. Announcing a launch event or activation happening locally

To localize your press release effectively, use tools like Google News, Statista, LinkedIn or Crunchbase.

Finally, check government portals like Singapore’s EnterpriseSG, Vietnam’s Ministry of Planning, or the Philippines’ DTI for economic programs or incentives you can reference to add local relevance to your release.

5. Choose the right time to send

Tuesday to Thursday mornings between 9 a.m. and 11 a.m local time tend to perform best.

Journalists often avoid checking pitches late on Friday or during weekends, so sending during these times reduces your chances of being noticed. Additionally, avoid sending releases during major holidays or high-profile industry events unless your news is directly tied to them.

6. Follow up with journalists tactfully

According to PR best practices, sending one or two follow-ups is generally considered appropriate. Space them out by a few days and keep your tone polite. A follow-up might look like:

"Hi [Journalist's Name], I wanted to check if you had a chance to review the press release I sent earlier about [Topic]. Please let me know if you’d like additional details or resources."

7. Consider using newswire or PR agency

Newswire services like EIN Presswire, PR Newswire or Business Wire can help with reach and SEO. On the other hand, PR agencies offer targeted storytelling and relationship-building. Choose wisely based on your goals.

“When a company highlights its social contributions through a press release, it does more than tell a story—it builds emotional equity. Journalists and readers alike are more likely to engage with content that reflects genuine care for the community. It’s a powerful way to earn trust and long-term brand affinity.” — Tommy Prayoga, Head of Agency at Content Collision

Additional press release examples with real-world context

Press release can be powerful for companies and brands that need to communicate with the public via the media. Here are 11 types of press releases with real-world examples:

1. Product launches

Announcing the launch of a new product is one of the most common reasons for issuing a press release. This type of release generally carries a positive and upbeat tone, as it aims to create excitement and awareness for the brand's new product.

It's essential to understand that a press release for a product launch is not an isolated event. Typically, it's the culmination of a strategic public relations campaign which involves a series of narratives that build up to the product launch.

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2. Product updates

Best for major feature upgrades or improvements that affect users. Software giant Oracle released a big update to Java, now available as Java 17. The release hammers home the superiority of the latest version, namely with regard to software development. This shows that the release knows exactly who its audience will be: tech-related publications read by IT professionals.

3. Mergers and acquisitions

Mergers and acquisitions constitute major corporate moves that require announcements via press release. These are carefully crafted to ensure accuracy and focus on transparency, impact, and future direction.

Companies can choose whether to partially or fully disclose the financial aspects their M&A deals. Most usually include quotes from companies involved in the deal to show that all sides recognize and support the corporate action

4. Partnerships

Forming a big new partnership is another reason to make a formal announcement. These are highly strategic corporate actions that highlight who is involved, what they are working on, and why it matters.

Tech behemoths SAP and Amazon revealed their strategic partnership through a joint press release. The release clearly mentions which business units and solutions (Amazon Business and SAP Ariba) will tie-up with one another and inserts a quote from a client who gives good word on the expected benefits of the partnership.

5. Awards and recognitions

Winning an award is a moment of pride for companies. Accolades acknowledge the excellence of a brand. For example, The Red Dot: Brands and Communications Design 2021 is a prestigious, international award that acknowledges brands for their leadership in product design, communication design, and design concepts. Designit issued a press release after winning an award.

6. Events

Organizers typically send out press releases weeks before an event to entice people to attend.

For example, MIT Sloan’s announcement of its CFO summit, event press releases must lay out all the important details of an event – from dates to themes and more. For conferences, listing down the names of prestigious speakers who will be there can help to draw the audience in for registration via a link provided or website mentioned.

7. New hires

Announcing new hires is a way to get to know your company better. This press release is on point and concise, but still includes relevant quotes, visuals like photos, and newsworthy information about them.This new hire PR from eBay shows us how it’s done: concise and straightforward, yet still has everything you need to know about him.

8. New business

Announcing a new business can be quite tricky when it comes to marketing it. A well-written new business PR can bring the business closer to its consumers’ needs, such as this one for Apple TV+, Apple’s own streaming platform which brings together all your favorite channels in one. This PR included all the new platform’s features and assures its audience that this is the future of television.

A well-written new business PR can bring the business closer to its consumers’ needs, such as this one for Apple TV+, Apple’s own streaming platform which brings together all your favorite channels in one. This PR included all the new platform’s features and assures its audience that this is the future of television.

9. Campaign launches

Campaign launches are a unique way of letting your company’s clients and audience know that you are proactive in showing your values and what you advocate for.

Take Nike’s 2025 “SCARY GOOD” campaign for example, where they mixed a product launch with a horror twist. The PR itself is concise and makes its consumers experience an immersive, evocative journey when they watch the ad.

10. Social causes

Focus on real impact, not self-promotion. Ogilvy, one of the world’s leading marketing and advertising companies, shows its solidarity with small businesses in the US affected by economic challenges during the COVID-19 pandemic.

11. Crisis communications

When crises happen, brands and companies need to have strategies to be able to react to negative information quickly and effectively.

Target, one of the retail giants in the US, experienced a data breach in 2014, causing chaos among their customers.

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IMOTO’s launch of its VISION.Ev electric motorcycle in Indonesia shows how strategic press releases work.

The release:

• Highlighted product features
• Tied the launch to Indonesia’s green energy goals
• Used local economic data
• Targeted both local and international media

By tying the VISION.Ev to Indonesia’s green energy goals and highlighting a 75% domestic component level, IMOTO positioned itself as a leader in the electric vehicle space. The company strategically targeted both local and international media, securing coverage in over 25 outlets, including Technode Global, e27, and KONTAN.

In essence, the success of a press release hinges on strategic planning and alignment with key narratives. By partnering effectively with media and addressing industry challenges, organizations can communicate effectively and strengthen their market presence.

FAQ

What are examples of a press release?

Product launch, funding announcement, event update, executive hire, or crisis response.

How to write a press release?

Start with a headline, write a short intro that answers the 5 W’s, add quotes, include contact info.

Can ChatGPT write a press release?

Yes, if you give it the facts, context, and quotes—it can draft one in seconds.

What are the 5 W's in a press release?

Who, What, When, Where, Why. These help explain the full story upfront.

What is press release format?

Headline, date/location, intro paragraph, body with quotes or details, boilerplate, contact info.

How many press releases should I send?

Only when you have real news. Quality matters more than quantity.

What are the 5 parts of a press release?

Headline, lead paragraph, body, boilerplate, and media contact.

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.

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