How to Write a Press Release in 2025: Templates, Examples & a Results-First Playbook

Introduction - How to Write a Press Release

A press release is a concise, factual statement that organisations share with journalists to announce real news—product launches, milestones, leadership changes, research findings, or timely responses. You need one when the message must be on‑record, quotable, and supported by evidence (data, quotes, visuals), and when coordinated distribution across outlets will amplify impact. 

You need one when the message must be on‑record, quotable, and supported by evidence (data, quotes, visuals), and when coordinated distribution across outlets will amplify impact learning how to write a press release helps decide when this applies.

Use a release when the story has a clear audience and timing, complements a targeted pitch, and benefits from discoverability on your site and in news databases; choose a blog, advisory, or social post instead when the update is minor or purely promotional. Guidance on how to write a press release vs alternatives.

This guide therefore begins with the question that matters most: is it news? In the end, whether you know how to write a press release at all comes down to the strength of its news value. 

Decision Tree

Announce (when you have strong, timely, broadly relevant news that outlets would cover), Pitch (when the angle is niche, interpretive, or better suited as part of a feature rather than a straight news item), or choose an Alternative (such as a blog, advisory, or LinkedIn post) when the update is minor, routine, or purely promotional. The decision tree helps you match the communication format to the strength and scope of your story, ensuring you don’t waste time writing a release that journalists will ignore.

Newsworthiness Tests

• Timeliness: Journalists prioritise fresh stories tied to current events, launches, reports, or anniversaries. A release gains traction when it coincides with broader conversations or news cycles.
• Impact/Consequence: Coverage increases when the story affects large numbers of people, significant financial outcomes, public safety, jobs, or environmental issues. The greater the consequence, the greater the appeal.
• Proximity/Relevance: Media outlets favour stories close to their readers’ geography, industry, or interests. A local or sector tie-in boosts pickup chances.
• Prominence/Authority: Quotes or involvement from high-profile leaders, recognised organisations, or authoritative experts elevate credibility and newsworthiness.
• Novelty/Change: Journalists look for genuine newness—being first, breaking records, unveiling innovation, or showing a meaningful shift in trends or behaviours.
• Conflict/Controversy: Disagreements, regulatory changes, competitive rivalries, or policy debates naturally spark coverage, provided they are handled responsibly.
• Human Interest: Stories with emotional pull, compelling characters, or strong visuals connect with readers and make otherwise technical news relatable.

If your story doesn’t convincingly meet the tests—especially timeliness + impact + relevance—it isn’t a press release; use another channel. When it does, proceed: your odds of coverage rise because it truly qualifies as news.

Headline & Deck

• Goal: Your headline should tell the story at a glance in 6–12 words. Focus on what is genuinely new (programme, funding, partnership) and why it matters (benefit for students, SMEs, community). Front‑load the key element so the hook is instantly clear.
• Tips: Use active voice (“SRH launches” rather than “A launch was made”), keep it present tense, and avoid hype words like “amazing” or “groundbreaking” unless backed by proof. Include one keyword that audiences or journalists are likely to search (e.g., “sustainability,” “AI,” “scholarship”).
• Formulas (expanded):
  • [Organisation] [announces/launches/unveils] [programme/product] to [solve problem/benefit audience] → SRH Haarlem Campus launches new AI lab to boost student innovation.
  • [Metric/result]: [Organisation] [action] in/for [audience/region] → 95% job placement: SRH Haarlem graduates thrive in Dutch tech sector.
  • Funding/Partnership/Study: [amount/partner/key finding] → EU awards €2M grant: SRH Haarlem leads climate research with industry partners.
• Deck (subhead explained): A subhead sits directly under the headline and gives one or two sentences of context: who is involved, why the news matters, and the scale or timeline. Think of it as the “zoom out” that adds colour and numbers.
• Example: SRH Haarlem Campus launches applied sustainability master’s to equip SMEs with net‑zero skillsDeck: The new two‑year programme, developed with regional employers and backed by EU funding, will welcome its first cohort in February 2026.

Dateline & Lead (who/what/why/when/where)

• Dateline format explained: A dateline grounds the story by showing where and when it originates. The conventional style is CITY, Country — Day Mon Year —. This instantly signals to editors the geographic relevance and ensures chronological clarity.
• Lead sentence (25–40 words): This is the single most important sentence of the release. It must capture the 5Ws (who, what, where, when, why) and add the “so what” factor (why it matters). Think of it as the entire story compressed into one clear statement.
• Tips expanded: Put the strongest fact first (e.g., funding, launch, or milestone). Quantify where possible—numbers attract journalist attention. Keep nouns concrete (say “Applied Sustainability Management master’s” not “innovative new programme”). If assets like images or reports exist, signal their availability.
• Example lead: HAARLEM, Netherlands — 27 Aug 2025 — SRH Haarlem Campus today announced a master’s in Applied Sustainability Management to address SME skills gaps, developed with 12 regional employers and supported by EU funds, with applications opening 1 September.

Body Structure (inverted pyramid, scalability)

• Para 2 (context): This paragraph sets the stage. Explain why the announcement matters by giving background—such as the industry trend, problem, or opportunity that the news addresses. Support it with one or two credible statistics (from reports, surveys, or market data) so journalists can instantly see the larger relevance.
• Para 3 (detail): Provide the concrete facts of the announcement. Spell out what is being offered or changed: course modules, new features, timelines, prices, or availability. Include logistics such as application dates, event times, or launch roll‑outs so the information is actionable.
• Para 4 (evidence): Strengthen the story with proof. Reference partnerships, pilot results, or endorsements that show the initiative has traction. Cite accreditation details, external validation, or independent data. If possible, include a short supporting quote from a partner or participant to back up the claim.
• Formatting for scan: Use short paragraphs (2–4 sentences each) and break up detail with subheads and bullet points. Highlight key nouns or numbers in bold to draw attention. Always provide a link to a media kit or supporting resources so journalists can quickly grab visuals and background.
• Assets: Embed at least one relevant image in the release (e.g., campus photo, product shot, event banner). Add a link to a downloadable press kit containing logos, leadership headshots, infographics, or video clips. This increases pickup because reporters prefer ready‑to‑use assets.

Quotes (purpose, sourcing, length, approval flow)

• Purpose: Quotes bring a press release to life. They add a human voice, authority, and perspective that plain facts cannot. The goal is to show intent, vision, or impact—not to restate details already covered in the body text.
• Sourcing (explained): Typically include two tiers: (1) a senior spokesperson such as the Dean or CEO to give strategic weight, showing the organisation’s direction and purpose; (2) a subject‑matter expert, partner, or customer who can highlight the practical value or on‑the‑ground impact. This mix ensures both authority and relatability.
• Length & style (expanded): Aim for 25–35 words per quote. Keep sentences conversational and easy to read, similar to how someone would naturally speak in an interview. Avoid corporate jargon or buzzwords that sound forced. Forward‑looking statements (e.g., aspirations, next steps, expected outcomes) make quotes more newsworthy.
• Approval flow (step‑by‑step): Draft prepared by communications → reviewed for tone and accuracy by the quoted speaker → optional legal/claims check if the content contains regulated claims or sensitive data → final sign‑off from both speaker and comms. This workflow ensures accuracy, authenticity, and compliance.
• Example (improved): “This programme gives SMEs practical tools to cut emissions while growing,” said [Name], Dean of SRH Haarlem Campus. “By co‑designing with employers, we ensure graduates can deliver measurable results from day one. Our goal is to prepare students for both today’s challenges and tomorrow’s opportunities.”

Boilerplate & Media Contact (essentials + variants)

• Boilerplate (3–5 lines explained): The boilerplate is a standard “about” section that appears at the end of every release. It should clearly state who you are, what you do, and for whom. Include scope or scale (e.g., number of students, campuses, key areas of expertise, or accreditation). Always add your official website URL so journalists can explore further. Think of it as a reusable snapshot of your organisation.
• Variants: Prepare two versions: a longer one (~100–120 words) that gives fuller context for owned channels and media kits, and a shorter one (~50–60 words) designed for newswires where space is limited.
• Media contact (expanded): Always list a real person with name, role, direct email, and phone number (with international code). Indicate their working hours or time zone so journalists know when they can expect a reply. Add a newsroom or press page URL for instant access to more resources.
• Disclosures (clarified): If your sector is regulated (e.g., higher education, healthcare, finance), include required legal notes such as accreditation status, funding acknowledgements, or disclaimers about partnerships. This protects credibility and reduces the risk of correction or retraction later.

US (AP) vs UK conventions—choose and stick to one:

• Dates: Choosing date formats sets the tone for whether you follow American or British conventions. US/AP style uses abbreviated months with a comma before the year (e.g., Aug. 27, 2025). UK style prefers day‑month‑year without commas (e.g., 27 August 2025). Using the wrong format can make your release look out of place to local editors.
• Spelling: Consistency in spelling matters for credibility. US spelling favours simplified forms (program, organization, enroll). UK spelling uses traditional forms (programme, organisation, enrol). Mixing them in the same release signals sloppiness. Match the spelling to your primary audience.
• Capitalisation: Decide if headlines follow AP Title Case (capitalising most words) or UK/Guardian style sentence case (only the first word and proper nouns). Consistency matters more than which you pick—journalists notice when style flips mid‑document.
• Punctuation & quotes: In US style, commas and periods sit inside quotation marks (e.g., “example,”). UK style generally places them outside unless they are part of the quoted material (e.g., “example”). Editors spend time fixing this if you don’t set a rule.
• Numbers: AP style spells out numbers one through nine, and uses numerals for 10 and above. Both US and UK styles agree on using numerals for dates, times, ages, money, and percentages. Write down a simple rule set (e.g., spell out one–nine; otherwise numerals) and stick with it.
• Job titles & organisations: Capitalise titles when they directly precede a name (e.g., Dean Jane Doe) but lowercase them when generic or after a name (e.g., Jane Doe, dean). Similarly, pick organisation vs organization based on audience and keep it consistent throughout the release.

Symbols & End Markers

At the top of the release, you can add FOR IMMEDIATE RELEASE to indicate the content is ready to publish, or use EMBARGOED UNTIL with a date/time and time zone if publication should be delayed. Example: EMBARGOED UNTIL 27 Aug 2025, 09:00 CET. At the bottom, end markers show where the official text stops. In US practice, this is often ### or -30-. In UK contexts, ENDS is more common. Journalists expect a consistent signal; place media contact details and notes below the marker.

Length & Structure

A short, simple announcement can be effective at 300–500 words. More complex releases, such as detailed research findings, funding reports, or multi‑partner projects, may need 600–800 words. Break information into manageable sections with subheads. Use bullet lists for modules, timelines, or key findings. Keep paragraphs short (2–4 sentences) to match journalistic style.

Links & File Handling

Include 2–4 descriptive hyperlinks that add value, such as a landing page, downloadable media kit, a related study, or a partner’s website. Avoid fillers like “click here.”

Use UTM parameters only on links to your own website so you can track engagement without creating messy URLs for journalists to copy. Never add UTMs to links pointing to partners or external resources, since those may be published as‑is.

Host documents, logos, or media assets on stable URLs (such as your newsroom CMS or a permanent cloud drive). Outdated or broken links frustrate journalists and reduce pickup.

Sign-offs & Contact Block

After the end marker, clearly display your media contact details: name, role, email, phone number with international code, and time zone/availability. This ensures journalists know exactly who to reach and when. If using a team inbox, note expected response times. Always include your newsroom or press page link for quick access to supporting materials.

Accessibility Essentials:

• Readability: Keep language simple and direct—aim for a Grade 8–10 reading level so the widest audience can understand it. Use short, active sentences.
• Headings & lists: Use structured headings (H2/H3) and bullets for clarity. Avoid all caps (difficult for screen readers).
• Alt text: Every image should have a concise description for visually impaired readers. Charts and graphs should include a caption that explains the takeaway.
• Colour/contrast: Design for clarity by ensuring sufficient colour contrast and avoid using colour as the sole way of showing differences.
• Files: Provide content as HTML pages where possible. When sharing downloads, use accessible .docx or tagged PDFs. Provide subtitles for videos and transcripts for audio clips. Supply logos in vector (.SVG) or high‑quality PNG formats, and ensure photos are at least 2000 pixels on the long edge for print use.

Decide your style once, write it down, and apply it everywhere (releases, website, media kit). Consistency reduces edits, speeds newsroom uptake, and makes your content accessible and reusable.

Build & segment Media Lists, Research Beats, CRM Hygiene

• Define audiences & angles: Start with who is affected (students, SMEs, local gov) and what angle each beat cares about (education policy, sustainability, tech, local business).
• Find the right journalists: Use outlet mastheads, author bylines, and recent articles to identify reporters covering your topic now. Avoid generic “news@” inboxes when possible.
• Segment your list: Create small, purpose‑built lists (e.g., Higher‑ed NL, Sustainability trade, Haarlem local). Keep each pitch tailored to that segment’s angle.
• CRM hygiene: Store name, outlet, beat, region, email, notes, last pitched, outcomes, preferences (embargoes, phone vs email). De‑dupe regularly; remove bounces; respect opt‑outs.
• Refresh cadence: Re‑validate contacts quarterly; before big pushes, spot‑check top targets’ recent work to ensure continued relevance.

Pitch email Scripts, Subject Lines, and Follow-up Cadence

• Subject lines that signal news: Keep ~6–10 words; put the “new” first. Example patterns: “[New data] …”, “[Exclusive] …”, “[Local angle] …”, “[Embargoed] …”. Avoid hype; be specific.
• Email Structure (90-150):
  • One-line hook (why this outlet's readers will care today)
  • 1-2 sentences of key facts (data/date/impact)
  • Offer Assets (press kit, photos, interview availability)
  • Clear Ask (embargo/exclusive? Interview? Coverage on a topic)
• Personalisations: Reference a recent article or beat; show you understand their audience. Swap in the right stat/quote for each segment.
• Attachments vs links: Prefer links to a hosted press kit; avoid large attachments to bypass spam filters.
• Follow‑up cadence: If no reply, send one polite follow‑up ~48–72 hours later with a fresh angle or asset. One more light reminder close to your timing (e.g., morning of launch). Stop after 2–3 touches.
• Timing windows (guidance, not rules): Aim for business hours in the journalist’s time zone, typically 08:00–11:00 Tue–Thu. For local news/events, send the day before with a same‑day reminder.

When to use wires (PR Newswire/Business Wire) vs targeted outreach; local vs national

• Use a wire when: You need broad disclosure (e.g., funding/regulatory news), simultaneous multi‑region posting, or archival on widely scraped news sites. Expect visibility, not guaranteed editorial.
• Prioritise targeted outreach when: You want reported coverage, interviews, or niche/sector depth. Relationships and tailored angles outperform generic blasts.
• Local vs national: Lead with local outlets if the story is geographically anchored (campus initiatives, community impact). Pitch national/trade when the implications extend beyond region (original data, first‑of‑kind programmes, sizable funding/partnerships). Often you’ll run both: local exclusives + national/trade under embargo.
• Cost/effort trade‑off: Wires cost money but save list‑building time; targeted takes more effort but yields richer stories. Choose based on goals, timeline, and story strength.

Embargoes, Exclusives, and Coordination with Partners

Embargo definition: An embargo is an agreement between an organisation and journalists that information provided cannot be published until a specified date and time. It allows reporters to prepare their coverage in advance, while ensuring that all outlets release the story simultaneously when the embargo lifts.

• Embargoes: Offer to trusted reporters with a clear lift time and time zone (e.g., 09:00 CET, 27 Aug 2025). Provide full materials in advance; confirm acceptance before sharing.
• Exclusives: Grant to a single high‑value outlet when depth or prestige matters. Set a publication window; tell others when broader materials will go live.
• Partner coordination: Align quotes, numbers, and assets across institutions/companies. Decide who issues the primary release, who hosts the press kit, and who fields inquiries. Share a joint timeline and contact list; rehearse Q&A if interviews are likely.
• Asset readiness: Prepare a media kit (logo pack, headshots, campus photos, b‑roll, fact sheet). Ensure filenames are descriptive and rights‑cleared.

Operational Timeline (Example)

• T‑10 to T‑7 days: Use this period to shape the story and prepare all foundations. Finalise the angle (what’s genuinely newsworthy), refresh segmented media lists so contacts are up‑to‑date, draft both the release and tailored pitches, and assemble a complete press kit (logos, images, fact sheet, video if available).
• T‑5 to T‑3: Begin early outreach to key targets. Pre‑pitch your strongest stories to a small set of journalists who may value exclusives or embargoed access. Offer interviews with spokespeople, confirm their interest, and schedule conversations in advance.
• T‑2 to T‑1: Roll out your main pitches to segmented lists. Double‑check who has expressed interest or confirmed coverage. Prepare matching social media posts and website updates so everything is aligned with media outreach.
• T‑0 (launch day): At the agreed lift time, publish the press release and make the press kit live. Send reminder emails to confirmed reporters and be available to quickly respond to questions, clarifications, or interview requests. Monitor coverage as it appears.
• T+1 to T+7: After launch, track all published stories and log them in your CRM. Send thank‑you notes to journalists who covered the news, share additional assets promptly if requested, and gather learnings (what worked, who engaged, response rates) to improve your next distribution cycle.

Distribution is part craft, part process. Build precise lists, tailor pitches by beat, choose channels deliberately, and coordinate timing and assets. When you run this playbook consistently, you compound results—more replies, deeper stories, and stronger relationships over time.

Approval Workflow

• Owner (Comms): The communications lead drafts the first version of the release, prepares the press kit (images, fact sheets), organises the review process, and manages the timeline so nothing is delayed.
• Subject‑matter experts (SMEs): These are the people who know the details best (e.g., programme directors, researchers). They check that facts, numbers, and technical information are accurate.
• Brand/Editorial: This role makes sure the release is written clearly, matches the organisation’s tone of voice, and follows accessibility standards so it’s easy to read for everyone.
• Legal/Compliance: Only gets involved if sensitive claims are made. They check for required disclosures and ensure nothing violates rules or laws.
• Final approver: One person has the authority to give the final “yes” (e.g., the Dean or VP of Communications). This avoids endless back‑and‑forth and keeps responsibility clear.
• SLA guide: Aim for each reviewer to give feedback within 1–2 days. Set deadlines clearly at the start. Use version labels (e.g., 20250501_Project_V1.docx) so everyone knows which file is current.
• Legal review triggers: Involve legal if the release uses big claims (“first,” “best,” “only”), mentions accreditation, reports job placement rates, cites funding amounts, describes research or safety matters, uses partner logos, or names students/minors. These cases carry risk and need extra scrutiny.
• Data protection: Always get written permission to use someone’s name or photo. Remove any private or sensitive data. Follow privacy laws (like GDPR in Europe) and your institution’s policies.

Claims & Substantiation

• Quantify with sources (simplified): Whenever you use numbers—like funding amounts, class sizes, or job placement rates—make sure you can prove them. Link each number back to an official document such as a grant letter, an audited report, or a survey. Journalists want to know your figures are reliable, so include a short fact sheet in the press kit that lists them.
• Time‑bound and scoped (simplified): Always explain the period and area your numbers apply to. For example, instead of saying “students got jobs,” say “85% of the 2023–2024 STEM graduates in the Netherlands found jobs.” This avoids confusion and over‑generalisation.
• Avoid absolute superlatives (simplified): Words like “first,” “biggest,” or “only” should be used only if you can prove them with clear evidence. Otherwise, soften the claim with phrases like “one of the first in the region.” This protects your credibility if others make similar claims.
• Outcome claims (simplified): Don’t promise results you can’t control, like “this course guarantees you a job.” Instead, use phrases like “this course prepares students for…” or report on actual past results. That way, you stay accurate while still showing value.
• Research & studies (simplified): If you reference research, briefly explain how it was done and link to the full study or a summary. Be honest about its limits—don’t stretch results beyond what the study supports.
• Sustainability & impact (simplified): Avoid vague terms like “green” or “eco‑friendly.” Be specific: say what is measured, how it’s measured, and compared to what baseline. Example: “The new system cut energy use by 20% compared to 2022 levels.”

Regulated Industries & Contexts (education, health, finance, more)

• Education (simplified): If you work in education, always mention your official accreditation or approval status when relevant (e.g., recognised by the Dutch Ministry of Education). Don’t suggest that everyone who applies will be admitted or automatically get a job afterwards. When talking about scholarships, clearly state who qualifies and how many are available. If programme details might change due to approvals, include a phrase like “subject to change.”
• Health/medical (simplified): Never make promises about treatments or health benefits unless you have solid clinical evidence and a qualified expert backing it up. Always explain any risks or context if you mention health outcomes. Protect patient privacy by not sharing personal details without explicit consent.
• Finance/funding (simplified): Double‑check all financial numbers with your Finance team before publishing. Don’t use language that sounds like an investment ad (e.g., “guaranteed returns”). Be clear whether agreements are still at the “discussion” stage (MoU) or fully signed and legally binding.
• Partnerships/IP (simplified): Always use the correct, full legal names of partner organisations. Get permission before using their logos or branding, and don’t imply that they officially endorse you unless it’s written into your agreement.
• Trademarks (simplified): Use ™ or ® symbols properly when referring to brand names. Follow the brand owner’s usage guidelines so you don’t misuse their intellectual property.

Crisis releases: Holding Statements, Updates and Timelines

A holding statement is a short, initial communication issued during a crisis or unfolding event when full details are not yet available. Its purpose is to acknowledge the situation, reassure stakeholders that action is being taken, and indicate when further updates will follow.

• When to issue a holding statement: Facts are still emerging but stakeholders need acknowledgement and guidance.
• Core components: (1) What is known and when; (2) What you are doing now; (3) How stakeholders can stay safe/informed; (4) Empathy and responsibility; (5) Next update time and channel.
• Tone: Factual, calm, human. No speculation or assigning blame. One trained spokesperson; media enquiries to a single contact.
• Update cadence: Commit to a schedule (e.g., “next update by 14:00 CET”) and keep it, even if the update is “no material change.”
• Coordination: Align with partners/authorities; maintain a single source of truth (newsroom page). Track Q&A; prepare lines‑to‑take.
• Template (holding statement)
  We are aware of [incident] at [location] on [date/time]. Our priority is [safety/continuity]. We are working with [partners/authorities] to [immediate action]. We will provide an update by [time zone/time] on [channel]. Media enquiries: [name, phone, email].

Clear approval roles, provable claims, and disciplined crisis messaging protect credibility and speed publication. Build these safeguards into your standard workflow so every release is both publishable and defensible.

Key Performance Indicators

• Coverage (placements): Count the number of different articles, blogs, or TV/radio mentions of your news. Note if it was a big feature or just a short mention, and if your organisation was quoted. Aim for at least one or two top outlets plus smaller, relevant ones.
• Share of Voice (SOV): Think of this as your slice of the pie. Out of all the media coverage on a topic, what percentage was about you? This shows how visible you are compared to others in your field.
• Referral traffic: When someone clicks from a news article to your website, that’s referral traffic. Use tools like Google Analytics (GA4) to see which sites send you visitors and how engaged they are.
• Backlinks (SEO value): These are links from news articles back to your website. Good quality links help people discover you through search engines. Keep an eye on how many unique sites link to you, and ask for corrections if your name is mentioned without a link.
• Conversions: These are actions that matter for your goals, like someone filling out a form, downloading a brochure, or registering for an event. Use tracking links so you know which release drove which actions.
• Assisted revenue/pipeline: Sometimes a press release doesn’t lead directly to a sale or application, but it helps along the way. For example, someone might first hear about you through a release, and only apply or buy weeks later. Use your CRM to record this influence.

UTM Strategy, Dashboards, and Reporting Cadence

• UTM rules: A UTM is a bit of code you add to the end of your own website links so you can track clicks. For example, utm_source=press shows traffic that came from press coverage. Only use UTMs on links to your own pages, not external ones.
• Link placement: Put these tracked links in your press kit and newsroom page. Don’t ask journalists to include them in their stories—they’ll just copy the link as is.
• Dashboards: Build a simple one‑page report that shows: (1) where you got coverage, (2) traffic and sign‑ups from your website, (3) new backlinks, and (4) your share of voice. Add notes for context (like if you offered an exclusive or had partner support).
• Reporting cadence: Check results a week after (T+7) for an early snapshot, a month after (T+30) for a fuller picture, and quarterly for trends. Compare against your last few releases to see if you’re improving.

Pick a small set of outcome metrics, tag your links consistently, and review on a fixed cadence. This turns each release into a learning loop—informing the next headline, pitch list, and asset mix with real data.