Press Release Template

Starting with a press release template can take the steep learning curve out of writing press releases. Writing a press release from scratch can be a daunting task, especially if it is your first press release. There are many reasons press releases can be considered difficult. Lack of experience or knowledge writing press releases be a stumbling block. Not being familiar with the necessary language, tone, and formatting for an effective press release can be another obstacle.

Running a business, or working in a business, takes up a significant amount of time, and writing a press release may not be a top priority, especially if the staff member tasked with the press release is already stretched thin. It can be challenging to find the right words and angle to effectively promote the business and make the press release appealing, or newsworthy, to journalists and other media outlets.

A 2019 study by the USC Annenberg Center for Public Relations released a report that found 51% of those surveyed believe PR’s relationship with marketing will be a lot more integrated.

Why Use a Press Release Template?

There are several benefits in using a press release template.

In summary, using a press release template can help create effective, professional-looking press releases that are consistent and efficient to produce, without sacrificing the ability to customize the content to meet their specific needs.

The following press release template can be used for a variety of press release types. See a deeper dive on press release examples in our blog.

Anatomy of a Press Release: The Ultimate Press Release Template

Here is a press release template that is ready to replicate. It is simple, concise, and ready for you to turn into a powerful press release of your own.

XYZ Launches New Smartwatch with Cutting-Edge Features

[CITY], [STATE] – [DATE] — XYZ, the innovative tech company, announced today the launch of its latest product, the XYZ Smartwatch. The smartwatch features cutting-edge technology and sleek design, making it the ultimate wearable for tech-savvy consumers.

The XYZ Smartwatch boasts a long-lasting battery, water-resistant design, and a range of customizable watch faces, making it the perfect choice for any occasion. With a built-in fitness tracker and voice-controlled assistant, the XYZ Smartwatch is the ultimate accessory for a modern, connected lifestyle.

“We are thrilled to announce the launch of the XYZ Smartwatch,” said John Doe, CEO of XYZ. “Our team has worked tirelessly to create a product that not only looks great but also provides a seamless, connected experience for our customers. We believe the XYZ Smartwatch is the future of wearables and we can’t wait for everyone to experience it.”

About XYZ

XYZ is an innovative tech company dedicated to creating products that enhance and simplify our daily lives.

John Doe, Media Relations
[email protected]



The headline of a press release is the most important element, as it is often the first thing that journalists, media outlets, and the public see. A good headline should be:

  1. Clear: The headline should be clear, concise, and accurately reflect the content of the press release.
  2. Attention-grabbing: The headline should be eye-catching and compelling, grabbing the reader’s attention and making them want to read on.
  3. Relevant: The headline should be relevant to the target audience and newsworthy, highlighting the most important and interesting aspects of the press release.
  4. Unique: The headline should be unique and stand out from other press releases, differentiating the business from its competitors.
  5. Short: The headline should be short and to the point, ideally no more than 10-12 words.

In summary, the headline of a press release should be clear, attention-grabbing, relevant, unique, and short, providing a snapshot of the content and purpose of the press release.


The city and date of a press release are typically included in the “Dateline” or “Location” section at the beginning of the press release. This section typically includes the city, state/province, and the date of the press release, and is often written in the following format:

[City], [State] – [Date, Month Year]

The dateline is usually written in bold or all caps and is the first thing that journalists and media outlets see, after the headline, providing context and information about the timing and location of the announcement. The dateline is also used to indicate the location of the business or event, which can be important for targeting specific audiences or media outlets.


The body of a press release is the main section that contains all the relevant details and information about the announcement. The body of the press release typically includes:

  1. Background information: This section provides context and background information on the business, event, product, or service being announced.
  2. Key Message: This section highlights the most important and newsworthy aspects of the announcement, and is often written in a clear, concise, and attention-grabbing manner.
  3. Supporting details: This section provides more specific details and information to support the key message and background information.
  4. Quotes: This section includes quotes from relevant sources, such as company executives, experts, or customers, to add credibility and provide additional perspective on the announcement.
  5. Call-to-Action: This section includes any specific instructions or information that the target audience should take away from the press release, such as attending an event, visiting a website, or making a purchase.

In summary, the body of the press release is the section that provides all the relevant details and information about the announcement, including background information, key message, supporting details, quotes, and call-to-action.


The boilerplate is a standard section at the end of a press release that provides a brief description of the company, organization, or entity making the announcement. The boilerplate typically includes information such as:

  1. Company name and description: A brief overview of the company or organization, including its history, mission, and main products or services.
  2. Contact information: Information on how journalists, media outlets, and the public can contact the company for more information or to follow up on the announcement.
  3. Website and Social Media: Information on the company’s website and social media presence, including links to the company’s website and social media profiles.

The boilerplate is a convenient, standardized section that journalists and media outlets can use to quickly and easily learn more about the company or organization making the announcement. It is typically written in a concise and standardized format, and can be used across multiple press releases without being updated.

In summary, the boilerplate is a standard section at the end of a press release that provides a brief overview of the company or organization making the announcement, including contact information, website, and social media links.

How to Customize Your Press Release Template

Very simply, you can copy the press release template above and edit it to your content. Read on for more details and guidance.

Adding Your Company Information

Add your company or brand name, while keeping the headline newsworthy and powerful. Update the body and boilerplate with your company’s information. See how Apple wrote the most successful press release, ever.

Including Quotes and Testimonials

Quotes in press releases serve several purposes.

  1. Credibility: Quotes from relevant sources, such as company executives, experts, or customers, can add credibility and authority to the press release, making it more trustworthy and believable.
  2. Perspective: Quotes from different sources can provide additional perspective and insights on the announcement, adding depth and nuance to the story.
  3. Personalization: Quotes from people directly involved in the announcement can make the press release more personal and relatable, helping to engage and connect with the target audience.
  4. Emotion: Quotes can also add emotional impact and resonance to the announcement, making it more memorable and impactful.

Including Visual Elements

Including pictures in a press release can have several benefits:

  1. Visual interest: Pictures can help to make the press release more visually appealing and engaging, drawing the reader’s attention and breaking up large blocks of text.
  2. Reinforcement: Pictures can reinforce the message and content of the press release, providing additional context and information to help the reader understand and remember the announcement.
  3. Credibility: Including high-quality, professional pictures can demonstrate the company’s attention to detail and commitment to quality, adding credibility and authority to the press release.
  4. Social media: Pictures can also be easily shared on social media, increasing the reach and impact of the press release.

Search Engine Optimization

To optimize a press release for better search engine rankings, consider the following tips:

  1. Target keywords: Choose relevant keywords that describe the content of your press release and use them throughout the text, including in the headline, subheadings, and body.
  2. Use headings and subheadings: Structure the press release using headings and subheadings to help break up the text and make it easier for search engines to understand the content.
  3. Include internal links: If your press release mentions a product or service that has its own dedicated webpage, include an internal link to that page within the press release.
  4. Use meta tags: Add relevant meta tags to the HTML code of the press release, such as the title tag and meta description, to provide additional information to search engines about the content of the page.
  5. Optimize images: Optimize images by compressing the file size and including descriptive alt text to help search engines understand the content of the images.

Optimizing a press release for better search engine rankings involves targeting keywords, using headings and subheadings, including internal links, using meta tags, and optimizing images.


Writing a press release from scratch can be daunting. Use the template above to kickstart the effort. If you find yourself stuck or wanting a helping hand, Brander can help. Brander is a full-service turnkey press release writing and distribution service that can get your brand in front of the general public.

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