15 Best Press Release Examples by Type (& Why They Work)

The story is clearly positioned as newsworthy when it states that Chick-fil-A is the largest quick-serve brand to sell only no-antibiotics-ever chicken. Then, by revealing the move was a direct result of their customers requesting it, the press release also tells journalists that their target audiences have already expressed an interest in the story by filling out a survey to express their outcome preferences and so will want to follow the company’s response.


Award Press Release Examples

11. NASA

NASA’s press release impressively includes all the bells and whistles to make exploring the discussed news topic captivating. A high-resolution image lines the top of the release, pulling readers in before the title is even read. Next, the title highlights the feel-good newsworthy angle of the release: a school-aged child, Alexander Mather, was awarded the honor of naming NASA’s next Mars Rover.

Next, journalists get to hear from those involved in selecting the name, including the young space enthusiast himself, with a two-minute interview in high-resolution video form. Quotes sprinkled throughout offer a behind-the-scenes look into the selection process. Journalists are further told that Alex will be present for the launch of the Mars Rover, giving them a reason to continue following the story. Finally, CTA links provide ways journalists can follow the story, learn the history of the Mars Rover, and learn of future events around it.


12. Michaels

Michaels’ vendor recognition press release offers a well-rounded story for journalists by including quotes from both Michaels’ Senior Vice President of Merchandising and Trend and the Director of Sales of the recognized vendor brand. Elements within this press release are designed to induce lots of engagement with the story and the brand, including instant-Tweet opportunities and a call to action asking readers to visit the company’s website or download their app.

What uniquely positions this press release are all the social media elements it includes. A key quote is blocked and offers a “Tweet this” button so readers can instantly start spreading the word about their news. Further, linked images of Michaels’ social media announcement of the news are included. When clicked, readers are taken directly to the Twitter platform and the tweet the company shared, making it incredibly easy for readers to engage by sharing, reacting to, or commenting on the Twitter announcement.


Merger, Acquisition & Partnership Press Release Examples

13. Manna Development Group

This acquisition press release follows a traditional format[4] of brevity and answering the who, what, when, where, why, and how of the acquisition. It stands out by using its quotes to instill confidence and relieve change anxiety in Panera Bread stakeholders. In the end, the press release encourages stakeholders to let go of fears around the change and, instead, focus on the possibility of a brighter future resulting from the acquisition.

For example, quotes ensure readers that the acquired Panera Bread stores will retain their current leadership and that the company has worked long enough with Manna Development Group to know the acquiring company will follow through with this promise. It further offers optimism in the future by highlighting the resources and expertise the acquiring company can offer Panera Bread stores, customers, and employees.


14. Kohl’s

Kohl’s does an excellent job of creating a very short but informative press release. The first paragraph lists the who, what, when, why, and how of their new partnership announcement in just two sentences. This brevity here offers an objective, fact-only release without a self-promotional tone.

It then immediately begins offering resources journalists can use to create well-rounded stories, including multiple quotes from both companies’ executive suite representatives and contact information for both companies where journalists can ask follow-up questions. It also includes website links within the boilerplate where journalists can learn more about each company. Here, too, the company does an excellent job of offering objective, fact-based body paragraphs; only the quotes deviate from the objective, journalistic style of the press release.


15. Keurig

Keurig’s merger press release stands out by outlining the newsworthy angle of the story and then offering resources journalists can use to craft a news piece around it. It does so by first pointing out that the merger transforms the company into the seventh-largest beverage company in the United States. This tidbit tells journalists the transaction marks a shift in the industry, making it valuable to the company’s investors who will want to hear the news.

It then goes on to offer quotes that highlight why consumers should care, which food industry journalists can take to mean their audiences will likely care as a result. For example, the post-merger brand, Keurig Dr. Pepper, offers a quote from its CEO telling consumers the change will mean the company can “satisfy any beverage need or consumption occasion—hot or cold, at work or play, at home or on the go.”

In offering these points, Keurig does an exceptional job of defining their audiences and answering “what’s in it for me” for both. This means journalists are more likely to cover the story because the release offers a newsworthy angle no matter who the reader is, be it company investors, employees, competitors, or consumers.


Bottom Line

Journalists are often working on tight deadlines; they need stories they can immediately recognize as newsworthy and can easily and quickly be researched and covered in a timely manner. This means that, while the press release should be short and objective, it should provide plenty of resources to captivate journalists and help them explore the topic. Some ways to offer these resources include multimedia, links, and quotes to support the stated newsworthy angle.

Writing a great press release can be overwhelming for a small business, but the good news is that there are services that can help. For example, for just $100, eReleases[5] will let you collaborate with a professional press release writer to craft your release. Visit the eReleases website[6] to learn more about its press release writing services.

Visit eReleases[7]

References

  1. ^ writing the press release (fitsmallbusiness.com)
  2. ^ elements of the release (www.fitsmallbusiness.com)
  3. ^ best practices (www.fitsmallbusiness.com)
  4. ^ traditional format (www.fitsmallbusiness.com)
  5. ^ eReleases (go.performi.com)
  6. ^ Visit the eReleases website (go.performi.com)
  7. ^ Visit eReleases (go.performi.com)

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