7 templates showing example of a press release format

Your story is unique, so why use a one-size-fits-all press release? The right format can make the difference between being ignored and getting featured. A generic approach rarely captures a journalist's attention in a crowded inbox, especially for startups in competitive sectors like SaaS, FinTech, and HealthTech. Choosing the correct example of a press release format is not merely about structure; it is a strategic decision that aligns your news with the medium and the audience you need to reach. This decision directly impacts whether a journalist sees your announcement as a compelling story or just another piece of corporate noise.

This guide moves beyond the standard template to provide a deep dive into eight distinct press release formats. We will break down when and how to use each one effectively, ensuring your message resonates with its intended target. Forget surface-level descriptions; we provide strategic analysis and actionable takeaways for every format.

Inside, you will find:

• A comprehensive general press release template with a detailed section-by-section breakdown.
• Industry-specific annotated examples for SaaS, FinTech, HealthTech, and E-commerce.
• Journalist-focused tips to make your pitch stand out.
• Quick, editable snippets you can adapt for your own announcements.

Whether you are announcing a product launch, a funding round, or a significant company milestone, you will find a format here designed to amplify your message and secure meaningful media coverage. We will explore the modern toolkit for effective public relations, helping you choose the best vehicle for your specific narrative and business goals. Let's get started.

1. The Foundational Framework: The Traditional Press Release Format

The traditional press release format is the bedrock of media communications. It’s a standardized structure that journalists and editors have been trained to expect, making it the most reliable way to convey official news. This format is built on the "inverted pyramid" principle, a journalistic standard that prioritizes information. The most crucial details (the Who, What, When, Where, and Why) are placed at the very top, with supporting details following in descending order of importance.

This structure is non-negotiable for a reason: it respects a journalist's time. In seconds, they can scan the headline, sub-headline, and the first paragraph to decide if the story is newsworthy and relevant to their audience. Its formality and rigidity signal serious, official news, making it the go-to choice for major announcements like funding rounds, mergers and acquisitions, new executive hires, or official company statements. Neglecting this structure is a common mistake that often gets a press release sent straight to the trash folder.

Strategic Breakdown

The strength of this format lies in its predictability and clarity. Every element has a specific purpose designed for maximum efficiency.

• FOR IMMEDIATE RELEASE: This simple, capitalized phrase at the top left immediately tells a journalist the news can be published now.
• Headline: It must be a powerful, concise summary of the news. Use an active voice and include your company name and the core announcement.
• Dateline: Formatted as CITY, State – (Month Day, Year) –, it anchors the story in a specific time and place, adding credibility.
• Introduction (Lead Paragraph): This is the most critical part. It must answer the 5 Ws within the first 25-40 words, providing the complete story in a nutshell.
• Body: Subsequent paragraphs add context, quotes, and data to support the lead. A quote from a key executive should be included here to add a human element and strategic perspective.
• Boilerplate: The "About Us" section. A short, standardized paragraph about your company that provides essential background information.
• Media Contact: Clear, direct contact information for a specific person who can answer follow-up questions from the press.
• ### (End Mark): Three hash symbols centered on a line by themselves signify the end of the press release, a small but important professional detail.

Actionable Takeaway

When crafting your next major announcement, adhere strictly to this traditional example of a press release format. Before sending, ask yourself: Can a journalist understand the entire story from just the headline and the first sentence? If not, rewrite it until they can. This foundational format isn’t just about tradition; it's a strategic tool for earning a journalist's attention and respect.

2. The Shareable Snapshot: Social Media Optimized Press Release

The Social Media Optimized Press Release is a modern adaptation engineered for the speed and brevity of digital platforms. It reimagines the traditional format for an audience that consumes news through feeds, not just news wires. This format prioritizes scannability and engagement, using visual cues, concise language, and interactive elements to capture attention in a crowded social landscape. Its goal is less about formal notification and more about sparking conversation and driving traffic.

This format strips away formality for impact. Instead of the inverted pyramid, it uses a modular, "snackable" structure perfect for platforms like X (formerly Twitter), LinkedIn, and Instagram. It's the ideal choice for announcements where immediate public buzz is the primary goal, such as consumer product launches, event promotions, or company culture highlights. A poorly adapted, text-heavy traditional release will be ignored on social media, while this tailored format is designed to be shared.

Strategic Breakdown

The power of this format is its native feel to social media. Each element is crafted to boost visibility and encourage user interaction, which are key metrics for modern PR success.

• Catchy Hook: Replaces the formal headline with a question, a bold statement, or an emoji-led opener to stop the scroll.
• Key Visuals: A high-quality image, GIF, or short video is non-negotiable. Visual content dramatically increases engagement and shareability.
• Bulleted Key Points: Instead of dense paragraphs, it uses bullet points or numbered lists to highlight the most important information (e.g., new features, event details).
• Relevant Hashtags: Includes a mix of branded hashtags (e.g., #CompanyNameLaunch) and trending industry hashtags to expand reach beyond your immediate followers.
• @Mentions: Tags relevant partners, influencers, or media outlets directly in the post to increase visibility and encourage cross-promotion.
• Clear Call-to-Action (CTA): Every post should guide the audience. This is often a direct link to a blog post, product page, or the full press release.
• Optimized for Each Platform: The content is customized for the character limits and audience expectations of each platform, from a concise X post to a more detailed LinkedIn update.

Actionable Takeaway

For your next consumer-facing announcement, design a social media-first version alongside your traditional release. Treat it as a micro-campaign, not an afterthought. Ask: Is this post easy to understand in three seconds? Does it include a compelling visual? Is there a clear action for the user to take? This nimble example of a press release format leverages modern distribution channels effectively. To dive deeper into getting your news out, explore these strategies on how to distribute a press release.

3. The Multimedia Powerhouse: The Video Press Release Format

The video press release format moves beyond static text, leveraging the most engaging medium online: video. It centers the announcement around a primary video asset, supported by a concise written summary. This modern approach is designed for high impact and shareability, catering to digital newsrooms and social media platforms where visual content is king. It transforms a standard announcement into a dynamic story.

This format is exceptionally powerful for product launches, major company milestones, or human-interest stories where showing is more effective than telling. A well-produced video can demonstrate a product's features, convey a CEO's passion, or capture the energy of an event in a way text alone cannot. It’s a strategic choice for brands like Apple or Nike that want to create an emotional connection and control their narrative visually, ensuring their message is seen and felt, not just read.

Strategic Breakdown

The strength of this format is its ability to deliver a polished, compelling narrative that requires minimal effort for a journalist to repurpose. Every component is optimized for digital consumption.

• Compelling Subject Line: Must indicate video content, e.g., "[VIDEO] Company X Unveils Groundbreaking New Product."
• Brief Introduction: A short paragraph summarizing the news, functioning as the video's description and providing essential context.
• Embedded Video: The centerpiece of the release. It should be professionally produced and hosted on a reliable platform like YouTube or Vimeo for easy embedding and sharing.
• Key Highlights (Bulleted List): Provide time-stamped key moments or a bulleted list of the most important takeaways from the video. This helps journalists quickly find relevant soundbites.
• Supporting Quote: A powerful quote from a key stakeholder that complements the video's message.
• Link to Media Kit: A link to a downloadable media kit containing B-roll footage, high-resolution images, logos, and the full written transcript.
• Standard Boilerplate & Contact Info: Conclude with the traditional boilerplate and media contact details for follow-up.

Actionable Takeaway

When using this example of a press release format, focus on the complete package, not just the video. Always provide a written summary and easily accessible B-roll. Journalists are often on tight deadlines and may only have time to pull a quote or a 5-second clip. By providing these assets upfront, you drastically increase the likelihood of your story being featured across multiple media formats.

4. The Visual Storyteller: The Data-Driven/Infographic Press Release

The Data-Driven or Infographic press release transforms complex data into a compelling, visual narrative. Instead of just telling the media about your findings from a survey, report, or study, this format shows them with charts, graphs, and visually engaging infographics. It’s designed for maximum shareability and comprehension, making it a powerful tool for companies like HubSpot or Glassdoor to establish thought leadership and generate viral content.

This format excels because it caters directly to the modern media landscape, where visual content is king. Journalists are inundated with text; a well-designed infographic that clearly communicates surprising statistics is a ready-made asset for their articles and social media channels. It’s the ideal choice for releasing original research, industry trend reports, or any announcement where key data points are the main story. This approach positions your company as a primary source of valuable industry insights.

Strategic Breakdown

The strength of this format is its ability to make complex information digestible and highly portable. Each component is designed to support the visual data.

• Headline: Must be data-centric and highlight the single most shocking or impactful statistic from your research. For example, "New Report Finds 78% of Marketers Struggle with Gen Z Engagement."
• Introduction: Briefly summarize the research methodology and the overarching theme of the findings. Immediately direct the journalist to the embedded or linked infographic for the key takeaways.
• Body: Use bullet points to call out 3-5 of the most newsworthy data points. Each bullet should be a standalone, tweetable fact. A quote from a lead researcher or executive should interpret the data's significance, explaining why it matters.
• The Infographic: This is the core of the release. It must be professionally designed, easy to read (especially on mobile), and clearly cite the source. It should tell a coherent story on its own.
• Methodology & Data Access: Include a brief section explaining how the data was collected (e.g., "Survey of 1,500 US consumers conducted in Q2 2024"). Crucially, provide a link to a high-resolution, downloadable version of the infographic and the full report.
• Boilerplate & Contact: Standard sections that follow the data-specific content.

Actionable Takeaway

When using this example of a press release format, focus on the one killer statistic that will make a journalist stop and think. Build your headline and lead paragraph around that single data point. Ensure your infographic is not just a collection of charts but a visual story that is self-explanatory and easy to share. By providing a pre-packaged visual asset, you significantly lower the effort required for a journalist to cover your story, dramatically increasing your chances of getting published.

5. The Compelling Narrative: The Storytelling Press Release Format

Moving beyond the rigid inverted pyramid, the storytelling press release format prioritizes emotional connection and human interest. Instead of leading with raw data, it opens with a compelling narrative designed to draw the reader in. This approach transforms a standard announcement into a memorable story, making it highly effective for feature writers, bloggers, and publications focused on human-centric content. It’s a powerful tool for building a brand’s personality and making news feel more relatable and impactful.

This format works best when the news has a strong human element. Think of a nonprofit showcasing the impact of a new program through the eyes of a beneficiary, a company announcing a new initiative by telling the founder's origin story, or an employee spotlight celebrating a unique achievement. It trades the "just the facts" directness of the traditional format for a more nuanced, engaging, and persuasive approach that can capture hearts as well as minds.

Strategic Breakdown

The strength of this example of a press release format is its ability to create an emotional hook, making the news stickier and more shareable.

• The Narrative Hook: The introduction replaces the 5 Ws with a storytelling lead. It could be an anecdote, a personal reflection, or a vivid description that sets a scene and introduces a central character or challenge.
• The "Why": The story must seamlessly connect to the core news announcement. The narrative isn't just for color; it serves as the emotional and contextual foundation for why the news matters.
• Authentic Quotes: Quotes move beyond corporate-speak. They should reveal personality, emotion, and perspective, adding depth to the characters in your story rather than just stating facts.
• Weaving in Data: Critical facts, figures, and the 5 Ws are still present, but they are woven into the narrative to support the story, not lead it. They serve as proof points for the emotional arc.
• Boilerplate & Contact: These standard elements remain at the end to provide the necessary corporate context and a point of contact for journalists who are captivated by the story and want to learn more.
• Clear Call to Action: Often includes a link to a campaign, a video, or a full case study, encouraging deeper engagement with the story.

Actionable Takeaway

For your next announcement with a strong human-interest angle, consider using a narrative structure. Start by identifying the core emotion or conflict in your story and build the opening paragraph around it. Ask: "Whose story is this, and why would someone care?" By focusing on the "who" and "why" through a compelling narrative, you can craft a release that journalists don't just read, they feel. You can explore powerful examples of digital storytelling to see how brands effectively weave narratives into their communications.

6. The Visual Powerhouse: The Multimedia Press Release Format

The multimedia press release format evolves beyond plain text, transforming a static announcement into a dynamic, immersive brand experience. This digital-native format leverages the power of rich media by integrating high-resolution images, embedded videos, audio clips, and interactive elements directly within the release. It's distributed through specialized newswires like Cision or eReleasesonline that can host and display these assets, giving journalists a one-stop shop for all story components.

This approach is designed for the modern, visually-driven newsroom. Journalists are no longer just writers; they are multimedia content creators who need compelling assets to build their stories. By providing a broadcast-quality video, a gallery of professional photos, or an interactive infographic, you are not just announcing news; you are handing them a ready-to-publish story kit. This format is ideal for product launches, major events, or any announcement where showing is more powerful than telling.

Strategic Breakdown

The strength of this format is its ability to capture attention and simplify a journalist's workflow, significantly increasing the likelihood of comprehensive coverage.

• Core Text: The foundation remains a well-written, traditional press release answering the 5 Ws. The multimedia elements enhance the text, they do not replace it.
• Embedded Video: This is the centerpiece. It could be a product demo, an executive interview, or B-roll footage. Hosting it on YouTube or Vimeo and embedding it ensures easy viewing and sharing.
• Image Gallery: Provide a curated selection of high-resolution, professional photographs. Include product shots, headshots, and event photos that journalists can download directly.
• Audio Clips: For announcements like album releases or major speeches, embedding audio files or soundbites offers another layer of engagement for podcasters and radio journalists.
• Downloadable Assets: Include a link to a digital press kit with logos, case studies, and other supplementary documents in various formats.
• Interactive Elements: Incorporate elements like embedded maps for an event location or data visualizations that allow journalists to explore the information.

Actionable Takeaway

When planning a launch that has a strong visual or auditory component, invest in a multimedia press release. Before distribution, package all your assets into a single, easily accessible location. Ask yourself: "If I were a journalist on a tight deadline, does this release give me everything I need to build a complete, engaging story without having to email for assets?" If the answer is yes, you have crafted a powerful example of a press release format that modern media will appreciate.

7. The Direct-to-Inbox Strategy: The Email/Newsletter Press Release Format

The email press release format adapts the traditional structure for a different channel: direct distribution to subscribers, customers, or curated press lists. This approach moves beyond the wire service and places the news directly into an individual’s inbox, requiring a strategic shift from journalistic formality to engaging, email-first communication. It prioritizes scannability, mobile-friendliness, and a clear call-to-action over the rigid inverted pyramid.

This format is essential for news that is highly relevant to a specific audience but may not warrant a broad, formal media push. Think of new feature announcements for a SaaS product, subscriber-exclusive content, or internal company updates. It leverages the trust and existing relationship with an email list to ensure the message is not just delivered but also opened and acted upon. Ignoring email-specific best practices, like compelling subject lines and mobile optimization, means the announcement will likely get lost in a crowded inbox or flagged as spam.

Strategic Breakdown

The strength of this format lies in its direct engagement and ability to drive immediate action. Each element is optimized for the unique environment of an email client.

• Compelling Subject Line: This replaces the formal headline. It must be concise, intriguing, and avoid spam trigger words (“Free,” “Win,” “Sale”). The goal is to maximize open rates. For example: "New Feature: [Product Name] Now Integrates with [Platform]."
• Email Preheader Text: This snippet of text visible after the subject line provides a secondary hook to encourage opens, offering more context without revealing the whole story.
• Personalized Greeting: Addressing the recipient by name (e.g., "Hi [First Name],") immediately makes the announcement feel less like a blast and more like a personal communication.
• Concise Body: The core message should be delivered quickly, often within 150 words. Use short paragraphs, bold text for key points, and bullet points to break down benefits or features.
• Clear Call-to-Action (CTA): Unlike a traditional release, this format must guide the reader. A prominent button or hyperlink with clear text like "Explore the New Feature" or "Read the Full Update" is crucial.
• Visually Engaging Design: It incorporates brand logos, light visual elements, and is designed with a mobile-first approach, ensuring it looks good on any device.
• Unsubscribe Link: Including a clear and accessible unsubscribe option is not just a best practice; it's a legal requirement (CAN-SPAM) that maintains list health and user trust.

Actionable Takeaway

When using an email-based example of a press release format, focus on the recipient's experience. A/B test your subject lines to see what resonates with your audience and analyze your open and click-through rates. Before hitting send, view the email on both a desktop and a mobile device to ensure the design is responsive and the CTA is easy to tap. The goal isn't just to inform, but to engage and convert.

8. The Interactive/Immersive Press Release Format

The interactive press release format pushes boundaries, transforming a static announcement into an immersive brand experience. This cutting-edge approach uses technologies like augmented reality (AR), 360-degree video, and interactive web elements to let journalists and audiences experience the news, not just read it. It is designed for high-impact launches where demonstrating a product or environment is more powerful than describing it.

This format is ideal for consumer tech, gaming, automotive, and real estate industries where a visual or hands-on experience is key. For example, a furniture company could use AR to let a reporter place a new sofa in their own living room directly from the press release. This approach blurs the line between a media announcement and engaging branded content, creating a memorable hook that traditional text-based formats cannot match. It’s a bold move that shows a company is innovative and confident in its product.

Strategic Breakdown

The power of this format is its ability to create a "wow" factor and provide genuine utility, making the story irresistible to share.

• Headline & Lead Paragraph: While still following the traditional structure to state the core news, these elements must also tease the interactive component, creating intrigue and encouraging a click-through.
• The Interactive Element: This is the centerpiece. It could be an embedded 360-degree video, a link to an AR experience via a QR code, or a clickable product visualizer. The key is that it must add real value and deepen the understanding of the announcement.
• Clear Instructions: Don't assume users will know what to do. Provide simple, direct instructions on how to engage with the interactive feature (e.g., "Scan the QR code with your smartphone to see the new vehicle in your driveway").
• Fallback Content: Always provide a non-interactive version. Include high-quality photos, standard videos, and detailed text for journalists who are on a tight deadline or lack the necessary technology to engage.
• Boilerplate & Media Contact: These standard elements remain crucial for providing context and a point of contact for follow-up questions.
• Analytics Integration: Embed tracking links or use platforms that measure engagement with the interactive elements to gauge the campaign's ROI and media interest.

Actionable Takeaway

For a product-focused launch where demonstration is crucial, consider making an interactive component the star of your announcement. When developing this example of a press release format, focus on the user experience above all else. Ask: Does this feature make the story easier and more exciting to understand? If the interactive element is a novelty without purpose, it will fail. A seamless, value-adding experience, however, can turn a simple press release into a viral news event.

Comparison of 8 Press Release Formats

Format	🔄 Implementation complexity	⚡ Resource requirements	⭐📊 Expected outcomes	Ideal use cases	⭐ Key advantages	💡 Quick tip
Traditional / Standard Press Release Format	Low — template-driven, inverted-pyramid	Low — writer + PR contact info	Reliable journalist pickup; clear, formal coverage	Corporate earnings, product launches, government announcements	Familiar to journalists; easy to scan; wire-friendly	Keep lead 2–3 sentences; include 2–3 quotes
Social Media Optimized Press Release	Low — short, scannable copy	Low — social assets and links	Higher social engagement and shareability	Startups, tech product teasers, event promos	Mobile-first; highly shareable; conversational	Use 1–2 emojis; include clear link to full story
Video Press Release Format	High — scripting, filming, editing	High — production crew, equipment, editing	Strong engagement; longer attention time; demo clarity	Product demos, CEO messages, event recaps	Demonstrates products effectively; very shareable	Keep videos 60–90s; always add captions and summary
Data-Driven / Infographic Press Release	Medium — data analysis + visualization	Medium — analysts + designers + tools	Thought leadership; media interest from data journalists	Research reports, surveys, industry insights	Makes complex data accessible; boosts SEO and pickup	Disclose methodology; design for mobile viewing
Narrative / Storytelling Press Release	Medium — requires strong writing craft	Low–Medium — time for story development	Higher feature pickup; emotional engagement	Nonprofits, human-interest stories, case studies	Engaging; differentiates from standard releases	Lead with a human angle; stay authentic and concise
Multimedia / Rich Media Press Release	High — integrate multiple media types	High — photos, videos, audio, hosting	Comprehensive journalist resource; improved SEO	Major launches, conferences, entertainment releases	High production value; reduces friction for coverage	Optimize media for fast loading; include alt text
Email / Newsletter Press Release Format	Low — template + targeting	Low — email platform and list management	High open rates when targeted; measurable metrics	SaaS feature updates, subscriber announcements	Direct relationship with recipients; measurable ROI	Keep body ≤150 words; A/B test subject lines
Interactive / Immersive Press Release Format	Very high — AR/VR/interactive dev	Very high — specialized tech, testing, budget	Memorable experiences; viral potential if successful	AR product previews, VR walkthroughs, experiential campaigns	Demonstrates innovation; creates social buzz	Provide fallbacks; test across devices; focus on UX

Choosing Your Format and Automating Your Outreach

Throughout this guide, we have deconstructed the architecture of effective press releases, moving far beyond the once-rigid, traditional template. We've explored how a simple example of a press release format can evolve into a powerful strategic tool, from the classic structure that signals professionalism to journalists, to dynamic multimedia and interactive formats that capture attention in a crowded digital landscape. The key takeaway is that the format is not merely a container for your news; it is an integral part of the message itself.

Your choice of format is a strategic decision that directly influences perception. A data-driven, infographic-heavy release for a FinTech funding announcement positions your startup as analytical and authoritative. In contrast, a narrative, storytelling format for a HealthTech product launch can build an immediate, human connection with both journalists and their future readers. The most successful PR professionals understand that matching the format to the story's core, the target audience's consumption habits, and the media outlet's style is non-negotiable for achieving standout coverage.

Synthesizing Your Strategy: From Format to Impact

Mastering the various press release formats is the first step. The next is to internalize the strategic principles that make them work. Let's distill the core lessons from the examples we've analyzed into actionable insights you can apply immediately to your next announcement.

• Align Format with Objective: Before you write a single word, define your primary goal. Is it to build brand authority, drive website traffic, announce a crucial hire, or generate immediate product sign-ups? A video press release excels at product demonstrations, while a data-driven format is unparalleled for establishing thought leadership.
• Prioritize the Journalist's Experience: Every format, from a social media release with pre-written tweets to a rich media release with an embedded gallery, should be designed to make a journalist's job easier. Providing them with ready-to-use assets, clear data points, and compelling quotes drastically increases your chances of getting picked up. Think of your press release as a "story kit," not just an announcement.
• The Headline and Lede Are Universal: Regardless of whether you’re using a traditional or interactive format, the first 50 words are your entire pitch. The headline must be magnetic, and the lede must concisely answer the essential "who, what, when, where, and why." This principle is immutable; it is the foundation upon which every successful example of a press release format is built.

The Final Mile: Automation and Intelligent Outreach

Crafting the perfect press release is a significant accomplishment, but it's only half the battle. A brilliant announcement that never reaches the right inbox is a wasted effort. This final, critical stage of distribution is where many startups and marketing teams falter, spending countless hours manually building media lists and sending generic, ineffective pitches.

This is precisely where the power of automation and AI-driven intelligence becomes a game-changer. The future of public relations isn't just about writing better press releases; it's about building a smarter, more efficient system for getting them seen. Platforms designed for this purpose can analyze your announcement, identify the most relevant journalists covering your niche, and even help personalize the outreach to reflect their specific interests and past work.

By automating the laborious aspects of distribution, you free up your team to focus on what truly matters: building genuine relationships with the media, refining your core narrative, and preparing for the influx of attention that a successful campaign generates. Embracing this technological shift transforms your PR from a hopeful shot in the dark into a targeted, measurable, and scalable growth engine for your business. The right format gets their attention; the right outreach strategy secures the feature.

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Ready to move beyond theory and put these formats into action? Crafting the perfect press release is just the beginning; ensuring it reaches the right journalists is what secures coverage. PressBeat leverages AI to help you build targeted media lists, personalize your pitch, and automate your outreach, turning your compelling story into impactful press. Start your journey from announcement to headline with PressBeat today.