With current consumer trends leaning toward online news, press releases are more important than ever for attracting positive media attention and, in the process, new clients. To help you make sure your event, new product launch, album or book release reaches the right audiences, we've put together several press release templates based on these purposes to guide you as you write.
The point of a press release is to give the media all of the pertinent details it needs to advertise for you across publishing channels. If you want to make this process as smooth as possible, you do it by ensuring that the editor or writer has the basic "who," "what," "when," "where," and "why" responses needed to publish the right information.
First, look for editorial guidelines
Publications, whether online or print, tend to know their core audiences and what these audiences want. Publications also have tight deadlines, especially for-print outlets who have to meet printing and distribution schedules by specific dates. To make the process easier, they tend to set specific guidelines for what they expect to be included in press releases, so if you're submitting a press release to a specific outlet—go to their website and look at the submission guidelines they have posted there.
Next, select a press release template that fits your purpose
If you're writing a standard press release for a company newsletter or press release distribution service, like PR Newswire, check out this post on a foolproof way to write a press release (with samples) for more general guidelines on formatting and writing one.
For more specific press releases, these templates should give you a good starting point. Feel free to add additional quotes, if relevant, and be sure to include information about who's providing the quotes and why they're experts on the topic.
Event press release template
Media Release
Headline: [Business or Organization name] Hosts/Presents [event name]
Sub-header: [Optional sub-header that builds on the headline]
[City, State]—On [Date], [company/individual] will host/present [name of event], taking place at [location of event]. This event will feature [performers, speakers, special guests, bands, contests, silent auctions, etc.]
[Company/individual] is proud to bring [name of event] to [location of event] for [the first time, the tenth year in a row, etc.]. There will be [further details about what will happen at the event, food vendors, etc.] and it is [open to the public].
Tickets can be purchased by [website or box office issuing tickets] and are available for [price of tickets for VIP, general admission, etc.] For more information about the event, contact [contact information].
[Quote from a performer, guest, previous attendees, critics, etc.]
[The final paragraph should be about the company/individual, event and/or any prominent performers and/or guests].
[If you have a video, photo, or graphic advertising the event, you can attach it here on the press release]
Contact: [Contact name]
[Contact address]
[Contact city, state, zip code]
[Contact phone number]
[Contact email address]
New product press release template
Media Release
Headline: [Business or Organization name] Announces the Release of [Product name]
Sub-header: [Optional sub-header that builds on the headline]
[City, State]—[Company/Corporation] is excited to announce the launch of [product], a [description of product] that will [what will this product do?]. The official launch date for [name of product] is [date the product will launch or be available for purchase].
[Quote from designer, developer, etc. about the usefulness of the product, who it will appeal to, or any marketing blurbs pre-written about the product's purpose and potential market. If your product replaces a competitor's similar product at a lower price, this is a good place to mention that, as well. You can also discuss earlier versions of it that have been enhanced or changed to add to its marketability.]
[This paragraph should include additional details about the product launch event, if there is one, or details about when and where consumers can purchase the product or try it out at a showcase/ free testing event/formal launch ceremony.]
[The final paragraph should be about your company and any prominent people who were involved in this product launch].
Contact: [Contact name]
[Contact address]
[Contact city, state, zip code]
[Contact phone number]
[Contact email address]
New album press release template
Media Release
Headline: [Business or Organization name] Hosts/Presents [Event name]
Sub-header: [Optional sub-header that builds on the headline]
[City, State]—{Record company and/or Artist} announces the [latest, debut, etc.] album from [artist], [title of album], available everywhere on [date of official release]. [Album title] is [description of the album, including genre, reviewer quotes, and information about any party or event associated with the album's release].
[Quotes from the artist, label representative and/or any music critics who received early copies of the album]. [If there are singles that have been released prior, mention those, as well as their reception, such as download/streaming statistics or comments left by YouTube audiences or influencers who have seen the videos for the singles and posted about it online.]
[The final paragraph should contain more details about the artist and/or label, including artist's relationship with label and how long they have been working together].
[If you are submitting a hard copy of your press release, consider uploading media-ready image files to a cloud server and include the address where these can be found. Alternatively, you can include an email address or contact information for who to contact for a high-resolution image file of the album's cover and/or the band's still or concert photography to be included in articles, calendars or social media shares.]
Contact: [Contact name]
[Contact address]
[Contact city, state, zip code]
[Contact phone number]
[Contact email address]
New book press release template
Media Release
Headline: [Publishing company's name] to Release [Book title] By [Author's name]
Sub-header: [Optional sub-header that builds on the headline]
[Publishing company or promo company] is excited to announce the release of [name of book] by [author's name]. [Novel's name] is the [debut title, first installment, final installment…of the [series name].
[This paragraph could include any of the following, for example: An anecdote about the author, a review or quote from another author in the genre, why the author chose this topic or genre, any awards that the book might have already received, information about promotional efforts or events that are planned for a later date, or any endorsement the book has received from a celebrity or influencer.]
[If there is a particular audience this book will appeal to, mention it here, including any buzz words that might attract attention.]
[This paragraph should contain information about where the book can be purchased, both online and in stores, if applicable. All writing should be in third-person point-of-view.]
[The final paragraph should contain additional information about the author, including other books that he or she may have published. If previous books have received awards, or you have sales statistics, you can briefly mention those here, as well.]
[If you have any high-resolution images of the book's cover, include that as an attachment if the press release is submitted digitally. If you are submitting a hard copy of your press release, consider uploading media-ready image files to a cloud server and include the address where these can be found. Alternatively, you can include an email address or contact information for who to contact for a high-resolution image file of the book's cover and/or the author's headshot to be included in articles, calendars or social media shares.]
Contact: [Contact name]
[Contact address]
[Contact city, state, zip code]
[Contact phone number]
[Contact email address]