15 great press release examples (plus tips for SEO and AI visibility in 2026)
New to press releases? Follow our guide to write one journalists will notice, with 13 examples and best practices.
A press release is still one of the most practical tools in PR. It gives journalists, editors, partners, customers, investors, and search systems a clear record of what happened, why it matters, and who is involved.
But the bar is higher in 2026.
A weak release sounds like internal marketing copy. A strong one reads like a usable news asset: factual, specific, easy to scan, and relevant to the journalist’s audience.
That distinction matters. Cision’s 2025 State of the Media report found that 72% of journalists still consider press releases the most useful resource PR teams can provide. The same report also found that 86% of journalists will immediately reject a pitch that does not match their beat or audience.
In other words, press releases still work, but only when they are clear, relevant, and genuinely newsworthy. In this article, we break down how to write a press release that works. You’ll learn the 8 writing tips that matter, see 15 real-world examples from Apple, Ogilvy, Coca-Cola, and others, and understand how to optimize your release for SEO and AI visibility
1. A strong press release answers the 5Ws in the first paragraph.
2. Keep most releases around 300 to 500 words.
3. Use a clear headline instead of a clever one.
4. Add quotes that explain meaning, not quotes that repeat the announcement.
5. Include data, local context, and visuals when they strengthen the story.
6. Treat AI visibility as a bonus, not the main goal. Earned media still matters more.
7. Send releases to relevant journalists, not every contact you can find.
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
- How to optimize a press release for AI search (GEO)
- How to distribute a press release
- Press release examples
- Case study: crafting a compelling press release message
- Frequently asked questions
What is a press release?
A press release is a short, factual announcement shared with media to communicate company news.
Traditionally, it was used to get media coverage. Today, it also helps:
- 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
Because press releases follow a structured format, they are easy for journalists and AI systems to read, extract, and reuse.
A modern press release should follow this structure:
- Headline
- Optional subheadline
- Dateline and lead paragraph (5Ws)
- Supporting paragraphs with data and quotes
- Multimedia (images, links, videos)
- Boilerplate (company info)
- Media contact
The goal is simple: make it easy for a journalist to understand the story and decide whether it is worth covering.
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
Enricko Lukman
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 strong headline includes:
- The company or brand name
- The announcement
- The audience or market
- The outcome or relevance
- Avoiding clever but vague phrasing
If a journalist or AI system reads only your headline, they should already understand the core news.
For example:
Avoid vague language like: “Company X redefines the future of innovation”
Use a specific headline instead: “Company X launches AI-powered CRM for Southeast Asian sales teams”
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. Do not make journalists dig for the main point. Put the news at the top, then add context.
Tip 4: Add a press release summary for scanning
Bullet points at the top or a short summary section can 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
Ramya Priya
Tip 5: Insert quotes for meaning, not repetition
Strong press releases include relevant quotes from executives, experts, or partners that add insight, explain significance and show perspective.
Quotes help:
- Humanize the announcement
- Add credibility
- Provide context beyond the facts
Avoid marketing slogans. Use quotes to explain why the news matters.
Bad quote: “We are excited to announce this launch and believe it will transform the industry.”
Better quote: “Small retailers in Indonesia often lack affordable inventory tools. This launch gives them real-time stock visibility without requiring a full ERP system.”
The second quote explains the market problem, customer relevance, and practical value.
Tip 6: Use data and local context
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.
Useful data includes:
- Market size or growth rates
- Industry trends
- Country-specific statistics
- Official or reputable sources
- Customer adoption
- Funding trends
- Survey findings
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
Visuals matter. PR Newswire’s 2025 Global State of the Press Release report found that 9 in 10 companies include multimedia in press releases, while 91% reuse press release content across other channels.
Good press release assets include:
- Product images
- Executive headshots
- Campaign visuals
- Infographics
- Short videos
- Logos
- Screenshots
- Press kit links
Avoid attaching huge files to journalist emails. Use a link to a press kit instead.
Tip 8: End with a useful boilerplate
End with a short “about the company” section. 2-3 sentences should be enough and should include:
- Company Mission: What your company does and its core value proposition.
- Location: Where the headquarters or relevant regional offices are based.
- Call to Action: A direct link to the official website or newsroom.
This provides quick context for journalists and reinforces consistent brand information for search and AI systems. Don't forget to keep it short. A boilerplate is not a sales deck.
How to optimize a press release for AI search
Press releases can support AI visibility, but they should not be treated as a magic shortcut. So the practical goal is this: write a press release that helps journalists and credible third-party sources cover your story accurately.
To make the release easier for both humans and AI systems to interpret:
- Use full company names instead of vague pronouns.
- Mention products, locations, people, and categories clearly.
- Add a summary near the top.
- Use descriptive subheadings.
- Link to official sources, data, and press materials.
- Keep the page crawlable.
- Avoid exaggerated claims that cannot be verified.
If your newsroom or website is part of the strategy, check whether AI search crawlers can access it. OpenAI’s crawler documentation explains that site owners can manage crawler access through robots.txt for systems such as OAI-SearchBot and GPTBot.
Don’t just publish your press release on your website. Opt to distribute your press release across media outlets, newswire platforms and other media platforms like LinkedIn. This creates a stronger presence online that AI systems can detect.
Patrecia Meliana
How to distribute a press release for local and global reach
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:
- A partnership with a local brand
- Plans to expand, invest, or hire in the country
- Market data or stats relevant to the country’s industry
- References to government programs, economic goals, or public events
- 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
15 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 13 types of press releases with real-world examples:
1. Product launches
Best for: new products, new services, new platforms, or major public launches.
A product launch release should explain what is new, who it is for, and why now.
Apple’s 2026 AirTag announcement is a useful example because it clearly states what changed: expanded range, improved findability, louder speaker, compatibility details, pricing, and availability.
What to copy:
- Put the product benefit in the headline
- Explain what is different from the previous version
- Include pricing and availability
- Add product images
Atikah Amalia
2. Product updates
Best for: major upgrades, new features, platform improvements, or version releases.
Product update releases should not read like changelogs. Focus on what users can now do.
Oracle’s Java 25 release is a good example because it explains the version update, highlights long-term support, and connects technical improvements to developer productivity and enterprise stability.
What to copy:
- Explain the practical value of the update
- Mention who should care
- Include technical detail only where useful
- Add support or migration information when relevant
3. Mergers and acquisitions
Best for: acquisitions, mergers, majority stakes, strategic purchases, or consolidation.
M&A announcements need precision. Readers want to know who bought whom, whether financial terms were disclosed, what happens next, and how customers or employees are affected.
What to copy:
- State the deal clearly
- Include both companies’ perspectives
- Explain the strategic rationale
- Avoid vague synergy language
- Mention regulatory approvals or closing timelines when relevant
4. Partnerships
Best for: strategic alliances, integrations, distribution partnerships, research collaborations, or co-marketing programs.
A partnership release should explain what each party contributes and what changes for customers.
What to copy:
- Name both partners clearly.
- Explain the joint offering or initiative.
- Include a quote from each side.
- Add customer or market context.
- Avoid announcing partnerships that have no concrete output
5. Awards and recognitions
Best for: industry awards, rankings, certifications, analyst recognition, or design prizes.
Award announcements can become too self-congratulatory. The stronger angle is what the award proves about the company’s work.
What to copy:
- Name the award and awarding body
- Explain why the recognition matters
- Connect it to customer outcomes
- Keep the tone factual
6. Events
Best for: conferences, webinars, summits, launches, exhibitions, and community events.
An event release should make logistics easy to understand.
Include:
- Date
- Time
- Location
- Theme
- Speakers
- Agenda highlights
- Registration link
- Media access details
What to copy:
- Put the event name and date high in the release
- Mention notable speakers or partners
- Explain who should attend
- Include a registration CTA
7. New hires and executive appointments
Best for: CEO, CMO, CTO, country manager, board, or senior leadership appointments.
A new hire release should explain why the appointment matters now.
What to copy:
- Include the person’s new role
- Summarize relevant experience
- Explain what they will lead
- Add a professional headshot
- Include a quote from the executive and another leader
8. New business
Best for: new brands, new divisions, new ventures, spin-offs, or newly launched services.
A new business announcement should avoid sounding like a brochure. It needs to explain the market gap and how the business addresses it.
What to copy:
- Explain what the new business does
- Define the target audience
- Add launch markets or availability
- Include the founding context
- Link to the new website or product page
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
Best for: brand campaigns, creative campaigns, seasonal campaigns, advocacy campaigns, or major ad launches.
Nike’s 2025 “SCARY GOOD” campaign announcement works because it explains the creative idea, names the athletes involved, and connects the campaign to Nike Football’s broader brand identity.
What to copy:
- Explain the campaign concept in plain language
- Include creative assets
- Mention talent, partners, or media channels
- Connect the campaign to a broader brand message
10. Social causes
Best for: CSR, sustainability, nonprofit partnerships, community initiatives, grants, or public-interest programs.
The most important rule: focus on impact, not self-praise.
What to copy:
- State the problem being addressed
- Explain what the company is doing
- Include measurable impact where possible
- Add partner or beneficiary quotes
- Avoid overclaiming
11. Crisis communications
Best for: data breaches, product recalls, executive issues, operational failures, misinformation, or public safety incidents.
A crisis release must be fast, factual, and careful.
ContentGrip’s PR crisis checklist recommends identifying the crisis quickly, assembling the response team, gathering facts, and preparing an approved holding statement in the first 24 hours.
12. Funding announcements
Best for: seed, Series A, Series B, growth rounds, debt financing, grants, or strategic investment.
Funding announcements should explain more than the amount raised.
Include:
- Funding amount
- Round type
- Lead investor
- Participating investors
- How funds will be used
- Market opportunity
- Customer or traction data
What to copy:
- Put the amount and round in the headline if disclosed
- Explain what the capital unlocks
- Include investor quotes
- Add traction metrics when available
13. Market expansion
Best for: new country launches, regional expansion, new offices, hiring plans, manufacturing expansion, or go-to-market growth.
Market expansion announcements need local relevance. Journalists in the target country will care less about global ambition and more about local impact.
What to copy:
- Explain why the market matters
- Include local data
- Mention local partners or customers
- State hiring, investment, or availability plans
- Provide a local spokesperson if possible
14. Research report, survey or whitepapers
Best for: original research, industry reports, benchmark studies, customer surveys, and market insights.
Research-based press releases often attract more media attention because they provide journalists with fresh data and trends to reference in their stories. Instead of simply announcing company news, these releases contribute new information to the industry conversation. Examples include HubSpot State of Marketing Reports, Salesforce AI adoption surveys or Gartner-style industry findings.
What to copy:
- Lead with the most surprising statistic
- Explain methodology
- Include regional findings when possible
- Add expert commentary
15. Rebrand or company milestone
Best for: rebrands, company anniversaries, name changes, major milestones, and strategic repositioning.
A rebrand or milestone press release should go beyond celebrating an achievement. The strongest announcements explain why the change matters, what it means for customers, and how it supports the company's long-term direction.
What to copy:
- Explain the reason behind the change or milestone
- Connect the announcement to business strategy
- Share what customers or stakeholders can expect next
- Include visual assets such as updated branding, logos, or campaign materials
Case study: crafting a compelling press release message
Atikah Amalia
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?
Common press release examples include product launches, funding announcements, partnerships, M&A, executive hires, events, awards, campaign launches, social impact initiatives, crisis statements, and market expansion announcements.
How to write a press release?
Start with a newsworthy angle. Write a clear headline. Answer the 5Ws in the first paragraph. Add supporting context, a useful quote, relevant data, a short boilerplate, and media contact details.
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.
Press release format: quick template
Use this structure when drafting:
Headline: Company X launches [product/service/initiative] to help [audience] solve [problem]
Subheadline: One sentence that adds the most important context, such as market, timing, funding amount, partner, or impact.
Dateline: CITY, Country, Date
Lead paragraph: Answer who, what, when, where, why, and how in one clear paragraph.
Body: Add context, features, market relevance, customer impact, or background.
Quote: Use a quote from an executive, partner, customer, or expert to explain why the news matters.
Supporting details: Add data, availability, pricing, launch markets, event details, investor names, or next steps.
Boilerplate: Explain what the company does in two or three sentences.
Media contact: Name, email, phone number, and press kit link if available.
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.
How long should a press release be?
Most press releases should be around 300 to 500 words. If you have extra materials, put them in a linked press kit.
How do I distribute a press release?
- Target the right journalists and outlets for your topic and region.
- Send a concise email pitch with the release (or a link) and clear subject line.
- Publish it on your newsroom and amplify it via social, partners, and (if needed) a newswire.
Common press release mistakes journalists ignore
Even experienced teams make these mistakes:
- No clear news angle
- Overly promotional language
- Weak headline
- Missing first-paragraph context
- No data or proof
- Generic executive quote
- No local relevance
- No media contact
- No usable visuals
- Sending the same pitch to every journalist
If a journalist cannot understand the story in the first few seconds, the release is likely to be skipped.
Should I use a newswire or pitch journalists directly?
Use a newswire if you need broad distribution, syndication, or an official public record. Pitch journalists directly if you want targeted earned media. For important announcements, many PR teams use both.
Do press releases help with AI search visibility?
They can help, but usually indirectly. A press release creates a structured source of truth. The bigger visibility gain often comes when credible media outlets, analysts, or industry publications cover the announcement and cite the facts accurately.
About the author
Enricko Lukman is co-founder of Content Collision, a PR and communications agency that has secured media coverage across 5,000+ placements for more than 300 companies in APAC and the Middle East. He previously served as Head of Editorial at Tech in Asia Indonesia and has been writing about content marketing and public relations since 2015. He also co-founded ContentGrip, a B2B media platform covering the marketing and PR industry.
