Press releases are alive and well. In the age of Twitter and social influencers, getting coverage in traditional media is still a holy grail. Our PR guru Michelle Garrett found 6 great examples of releases to help you raise the bar. For more tips and tool, read our ebook New Strategies in Media Relations.
Press releases are a staple of the PR professional’s world. Simply put, they help bring visibility to a brand. However, some are written more effectively than others.
Let’s take a look at some well-written press releases that help brands get noticed with compelling angles and writing styles.
1. Partnership announcement: This Apple press release offers an example of how to make a joint announcement with partners. It includes boilerplates from each of the alliance members, as well as contacts for each, so that if a journalist has questions, he or she can contact the company (or companies) they want to talk with.
2. Acquisition announcement: In this press release example from Mailchimp, notice how the lead gets right to the point. It also provides statements from both parties.
3. Product announcement: Note how Håfele’s press releases open with a few bullet points for those too busy to read the entire release. Here’s one that takes a topic that could be a bit dry (organizers for closets and garages) and puts a human spin on it. “Press releases don’t need to be boring,” said Scott Kaminski, marketing communications & PR manager, Håfele. “And they really shouldn’t be—especially if you’re looking to really connect with your audience.”
4. Announcement of a new initiative: This Headspace press release announces a global challenge which not only brings visibility to the company but also “aims to advance the conversation around mental health,” so it also serves an example of how to announce a social good initiative.
5. Promoting the results of a study: Dell used a press release to announce the findings of its annual Women Entrepreneur Cities Index study. It highlighted the key takeaways, which were shared at its annual summit, making the results that much easier to share.
6. Internal/HR policy announcement: Here’s a press release example from Starbucks that talks about a new policy for employees. It contains well-written executive quotes. Notice how the quotes read the way someone would actually speak.
What tips do journalists give on writing effective press releases?
By following these tips to write a better press release, you’ll be practising good communication that journalists may want to read—and use—in their upcoming stories. For more tips and tool, read our ebook New Strategies in Media Relations.