Press Release Template: Free Download for Every Announcement Type

Every press release you write is competing for attention with hundreds of others that land in journalists' inboxes each day. The difference between a press release that gets published and one that gets deleted often comes down to format and structure.

I've reviewed hundreds (maybe thousands) of press releases during my time working with tech companies in PR agencies and at MVPR. The ones that consistently earned coverage followed proven templates / structures - not because they were formulaic, but because they made journalists' jobs easier.

This guide provides 4 downloadable press release templates for every common announcement type, from product launches to funding rounds. More importantly, I'll show you when to use each template and how to customize them for your specific situation.

The Anatomy of an Effective Press Release

Before diving into specific templates, let's establish what makes a press release work. Every successful press release contains these core elements in this specific order:

Essential Components

Opening Section

• Embargo Date

• Compelling headline (10-12 words maximum)

• Dateline (City, State - Date)

• Lead paragraph answering who, what, when, where, why

For example:

[LOCATION], [MONTH], [DAY], [YEAR]: [Name of company], one of the fastest growing [specialisation] companies, today announced that it will be releasing its latest product to the [country/continent] market. After identifying [problem the company is solving], [Name of company] provides [how has this company / product / solution solved the stated problem?].

Body Section

• Key announcement details (2-3 paragraphs)

• Supporting quote from company executive

• Context and background information

• Additional quote from partner/customer (if applicable)

For example:

Founded by [name, relevant background] and [name, relevant background], who first encountered this problem while working for some of the industry’s biggest names, began the company in 2020 and have since acquired over [number of customers], while founders claim those numbers are growing at a rate of [% per month]. [Name of Company], which boasts a board that includes [industry board member] provides [target customer audience] with [in simple terms what does the product / startup do]. 

->>> Insert customer video / product screenshots / product photos

Other early-stage companies expected to release similar products this year include [competitor name] and [competitor name], based in the [Location] and [Location] respectively. [Name of company] is initially due to focus on [market differentiator], and will focus on [product differentiator] in order to target a portion of the market, currently valued at [market value]. 

News of [Name of Company]’s launch comes weeks after [industry governing body] acknowledges a need for solutions that tackle [problem the company / product solves]. 

“We’re extremely grateful to have had the unwavering support of so many early stage customers during our Alpha and Beta phases. Their loyalty and feedback has allowed us to build a tool that the industry really needs, and we’re thrilled to be able to unveil that today” said [Name, Position, previous industry experience].

Closing Section

• Call to action or next steps

• Boilerplate (company description)

• Media contact information repeated

For example:

Having [Early Company Journey/Achievement], the company is now focused on [Next Phase] as it leads a new category of [Provider Type] for [Target Audience] of all sizes. Using its own software to deliver [Results] [Performance Metric] faster than a [Traditional Provider] seems to be only the beginning for a team that continues to add [Technology Feature] into the company's rapidly evolving product.

In addition to continuing its work directly with [Direct Customer Segment], [Company Name] also confirmed it is providing its [Product Type] to a mix of [Partner Segment] in [Region] and [Region] - helping them [Benefit 1], [Benefit 2], and [Benefit 3] to create [Ultimate Benefit] at [End Customer Type].

About [Company Name]
[Company Name] helps [Target Audience] automate [Core Process], providing [Technology Description] and [Service Description] to [Stakeholder Groups] at [Customer Type]. The company combines [Offering 1] and [Offering 2], alongside [Offering 3], to help [Customer Segment] get [Desired Outcome] while providing [Additional Value]. [Company Name] splits its fees between a [Pricing Model 1] and [Pricing Model 2].

Press Contact: [Contact Name]: [Email Address]

The "Tweet Test" for Press Release Headlines

Here's a test I use with every client: Can you explain your announcement in a single tweet that would make someone want to know more?

If your headline doesn't pass this test, journalists won't read past it. Your headline should communicate the newsworthiness immediately, not just state a fact.

Examples that pass the test:

• "AI Startup Secures $15M Series A to Automate Customer Support for Enterprise"

• "Former Google Engineers Launch Privacy-First Alternative to Analytics"

• "FinTech Platform Processes $1B in Transactions, Expands to European Market"

Examples that fail:

• "Company Announces New Product"

• "Startup Raises Funding Round"

• "Partnership Between Two Companies"

The difference? Specificity and newsworthiness. Your headline should include concrete numbers, notable credentials, or significant milestones.

Template #1: Product Launch Press Release

Use this when: You're announcing a new product, feature, or service to the market.

Key elements:

• Problem the product solves

• Unique differentiation

• Availability and pricing

• Customer validation or early traction

Product Launch Template

As [Trend Emerges] newcomer [Name of Company] launches first fully-automated PR services platform to rival major industry players

[Name of Company] technology allows startups and SMBs to use automated PR services designed by professionals from the industry’s largest players

[LOCATION], [MONTH], [DAY], [YEAR]: [Name of company], one of the fastest growing [specialisation] companies, today announced that it will be releasing its latest product to the [country/continent] market. After identifying [problem the company is solving], [Name of company] provides [how has this company / product / solution solved the stated problem?]. 

Founded by [name, relevant background] and [name, relevant background], who first encountered this problem while working for some of the industry’s biggest names, began the company in 2020 and have since acquired over [number of customers], while founders claim those numbers are growing at a rate of [% per month]. [Name of Company], which boasts a board that includes [industry board member] provides [target customer audience] with [in simple terms what does the product / startup do]. 

->>> Insert customer video / product screenshots / product photos

Other early-stage companies expected to release similar products this year include [competitor name] and [competitor name], based in the [Location] and [Location] respectively. [Name of company] is initially due to focus on [market differentiator], and will focus on [product differentiator] in order to target a portion of the market, currently valued at [market value]. 

News of [Name of Company]’s launch comes weeks after [industry governing body] acknowledges a need for solutions that tackle [problem the company / product solves]. 

“We’re extremely grateful to have had the unwavering support of so many early stage customers during our Alpha and Beta phases. Their loyalty and feedback has allowed us to build a tool that the industry really needs, and we’re thrilled to be able to unveil that today” said [Name, Position, previous industry experience].

Having previously raised [funding round] led by [investor], the [HQ location]-based company is now targeting rollouts in [first region], [second region], and [third region] markets as they aim to bring rapid change to an industry that until recently has lacked innovation. 

[Email Contact]
[Phone]
Media Kit: https://app.mvpr.io/company/mvpr

Real-world example: When announcing a new AI feature, include specific performance metrics: "reduces processing time by 73%" not "significantly faster." Also, make it as tangible for readers as possible - if you have customers, name them. If it solves a specific problem for a niche part of your customer base - detail that.

Download Product Launch Template

Book a free consultation here

Template #2: Funding Announcement Press Release

Use this when: Announcing a seed round, Series A/B/C, or other significant fundraising milestone.

Critical elements for funding announcements:

• Round size and lead investor(s)

• Use of funds (be specific)

• Traction metrics that justified the raise

• Market opportunity size

• Customer traction

• Competitor differentiation

• Emerging trend

Strategic Framework for Funding Announcements

Your funding announcement serves multiple audiences with different priorities:

For potential customers: Demonstrates stability and validates your solution
For potential hires: Signals growth and opportunity
For future investors: Establishes valuation expectations and momentum
For competitors: Stakes territory in your market category

This means your press release needs layers of messaging that serve each audience while maintaining a unified narrative.

Funding Announcement Template

[Company Name] raises [Amount] to provide [Target Audience] with [Core Value Proposition]

The company has also announced it is working with [Partner Type/Industry Segment] to improve [Key Benefit/Outcome]

[Location], [Month] [Day], [Year] [Time] [Timezone]: [Company Name], the [Industry Category]-powered [Product/Service Type] this morning confirmed it has raised [Amount] in its [Funding Round] of funding led by [Location]-headquartered VC, [Lead Investor Name]. The investment also sees industry heavyweights [Notable Investor Name] ([Previous Role/Company]), [Notable Investor Name] ([Previous Achievement/Role]), and [Notable Investor Name] ([Previous Role/Company]) join the cap table. Other investors include notable angels [Angel Investor Names] alongside a handful of [Region] & [Region] [Industry Sector] owners and [Industry Professionals].

Built to enable [Key Capability] with [Target Audience], [Company Name]'s proprietary [Product Type] uses [Technology/Approach 1] and [Technology/Approach 2] to support its [Team Description] to deliver [Benefit 1] in [Benefit 2] for its clients, and at [Cost Advantage] than traditional [Industry Incumbents] still reliant on [Old Approach/Process]. The product, which includes [Key Feature 1] that makes it easier to [Benefit], builds on top of [Key Feature 2] capable of [Core Capability], and also provides [Additional Value/Data]. Founded in [Year], the product brings [Stakeholder Group 1] and [Stakeholder Group 2] onto the same platform, improving [Benefit 1] and making it faster to [Benefit 2].

Initially designed for the [Initial Market], a recent upgrade saw the company make it possible for clients to [New Capability] accurately, allowing businesses operating in [Region 1] and [Region 2] to [Expanded Capability] without needing [Previous Requirement].

The company's [Product Type] and [Service Type] combination which uses a [Pricing Model 1] and applies [Pricing Model 2] when it [Success Metric], is among one of the first [Industry] solutions to incorporate [Pricing Innovation] into its pricing, rather than a [Traditional Pricing Model].

"When you have [Data/Technology Capability] that's able to [Key Capability], and [Data Type] that show [Performance Indicator], moving to [Pricing Innovation] is the logical next step", commented [Founder Title], [Founder Name]. The [Company Name] team, which includes [Team Composition/Background], have built a solution to a problem they experienced first-hand [Context of Problem Experience].

"[Industry] service offerings haven't changed much for nearly [Number] years. Most [Industry Incumbents] still [Old Practice], but few are focused on [Efficiency Concern]. We saw an opportunity to make [Industry] more [Key Improvement] and in the process build a product that improves how [Information/Value] is shared between [Stakeholder Group 1] and [Stakeholder Group 2]. We see a future where [Stakeholder Group] receive only the [Value Proposition], and [Other Stakeholder Group] don't waste time [Pain Point]. One of our most important metrics is our [Key Metric], this indicator shows that we're [Core Value Being Delivered]." Commented [Team Member Name], [Position] at [Company Name], previously [Previous Role/Company].

"It's [Current Year], and [Industry Incumbents] still default to [Problematic Industry Practice]. This ambiguity doesn't provide solutions, it only creates problems. Anyone that works for a [Industry Company Type] knows the real value is in [True Value Proposition]. It's about [Core Activity/Principle] -- driven by both [Approach 1] and [Approach 2]. A big part of our focus is on improving [Additional Stakeholder Benefit]; reducing [Pain Point They Experience]." Added [Team Member Name], [Company Name]'s [Position].

Replacing [Manual Activities] with [Technology Solution] and [Automation Approach] is no easy feat in the [Industry] industry, which last year was valued at [Market Size], and is forecast to climb as high as [Projected Market Size] by [Year]. [Core Challenge Description] isn't easy, but a challenge well-suited to [Team Background] with [Proprietary Technology] to support them.

"Most [Industry Incumbents] do a lot of manual work when they [Core Service] - tasks like [Task 1], [Task 2], [Task 3], or [Task 4]. [Industry] teams can spend up to [Number] hours a month [Specific Task] for a single client. At a medium-sized [Industry Company] that's [Number] of hours lost each month to [Manual Activities]. By comparison, our software handles that kind of [Work Type] in [Timeframe] and with [Quality Descriptor], which means we're able to dedicate more time to [Higher Value Activities]. We still have so much [Technology/Product] to build, but our team is already delivering [Output Quality] in [Timeframe], than a [Traditional Provider Type] provides on a [Traditional Engagement Model]. It's also such a pleasure to work with clients in this way." Commented [Company Name] [Founder Title] [Founder Name].

"The [Industry] is still reasonably untouched by innovation, yet we view it as one of the most susceptible to change as advancements in [Technology Type] & [Technology Type] continue. There are so few founding teams in this space with [Company Name]'s depth of [Key Advantage 1] and [Key Advantage 2], backing a company that was first to market with a product like this one was a no-brainer, and we have seen that prove out in the months since we made the investment." Commented [Investor Name], [Investor Title] at [Investor Firm].

Having [Early Company Journey/Achievement], the company is now focused on [Next Phase] as it leads a new category of [Provider Type] for [Target Audience] of all sizes. Using its own software to deliver [Results] [Performance Metric] faster than a [Traditional Provider] seems to be only the beginning for a team that continues to add [Technology Feature] into the company's rapidly evolving product.

In addition to continuing its work directly with [Direct Customer Segment], [Company Name] also confirmed it is providing its [Product Type] to a mix of [Partner Segment] in [Region] and [Region] - helping them [Benefit 1], [Benefit 2], and [Benefit 3] to create [Ultimate Benefit] at [End Customer Type].

-----ENDS-----

About [Company Name]

[Company Name] helps [Target Audience] automate [Core Process], providing [Technology Description] and [Service Description] to [Stakeholder Groups] at [Customer Type]. The company combines [Offering 1] and [Offering 2], alongside [Offering 3], to help [Customer Segment] get [Desired Outcome] while providing [Additional Value]. [Company Name] splits its fees between a [Pricing Model 1] and [Pricing Model 2].

Press Contact: [Contact Name]: [Email Address]

Media Kit: https://app.mvpr.io/company/mvpr

How to assess the newsworthiness of your Funding Announcement

Announcement Decision Framework:

QUICK ASSESSMENT: Is This Media-Worthy?

FAST TRACK TO MEDIA → Series A+ with top-tier investors | Significant traction/revenue | Solving massive problem | Notable customer logos

FAST TRACK TO INTERNAL → Small angel rounds | Pre-revenue | Unknown investors | Limited traction

Download Funding Announcement Template

Book a free consultation here

Template #3: Partnership Announcement Press Release

Use this when: Announcing a strategic partnership, integration, channel partnership, or collaboration.

Key questions to answer:

• What does each company bring to the partnership?

• What can customers now do that they couldn't before?

• Which company's customers benefit and how?

  
  

Partnership Announcement Template

[Company Name] and [Partner Company Name] partner to help [Target Audience] [Key Benefit/Outcome]

[LOCATION], [Day] [Month] [Year]: [Company Name], the [Industry Category] [Product/Service Type] startup, and leading [Region] [Partner Company Description], [Partner Company Name], have announced a partnership which gives [Partner Company Name]'s [Beneficiary Group] unilateral access to [Company Name]'s [Product/Platform]. [Beneficiary Role 1] and [Beneficiary Role 2] will get access to [Benefit 1] on how to [Core Capability], and [Benefit 2] to do it themselves. The formalisation of the partnership follows a [Timeframe] of [Experimentation/Collaboration Phase] with [Company Name]'s platform as the company, a [Company Stage Description], has developed its offering.

Founded in [Year], [Company Name] turns the traditional [Industry] model on its head, using [Approach 1], [Approach 2] and [Approach 3] to bring down the cost of [Core Activity], while using [Proprietary Technology/Data] to give [Target Audience] a competitive edge when [Core Activity]. The platform offers a [Pricing Model], [Product Interface Description] that [Key Feature 1], combined with [Key Feature 2]. [Company Name] is serving a segment of customers that are demanding [Customer Demand 1] from [Industry Incumbents] and [Customer Demand 2] for [Service Type].

[Partner Company Description Paragraph - e.g., One of [Region]'s most active [Partner Type], [Partner Company Name] has a [Key Metric] of over [Number] [Beneficiary Description] solving problems across a range of industries, including [Industry 1], [Industry 2], [Industry 3], and [Industry 4]].

"We're focused on [Company Mission/Vision] - so it made a lot of sense to partner with [Partner Company Name], given [Reason 1] and [Reason 2]", said [Founder Name], [Founder Title] of [Company Name]. "[Partnership Benefit Statement] will mean [Desired Outcome], with [Additional Benefit], rather than [Pain Point/Old Way]."

[Quote from Partner Company Representative]

[Company Name] is already working with several of [Partner Company Name]'s [Beneficiary Group] including [Example 1], [Example 2], [Example 3], [Example 4] and [Example 5]. [Company Name]'s overall client roster includes [Customer Description] across [Region] in industries ranging from [Industry 1], [Industry 2], [Industry 3] and [Industry 4], and [Customer Description] that are [Qualification Criteria] by the likes of [Notable Entity 1], [Notable Entity 2], [Notable Entity 3], [Notable Entity 4] and [Notable Entity 5].

[Company Name] recently published their first [Content Type], [Content Title] which pulls [Data Source] and [Insights Source] to [Purpose/Benefit for Audience].

About [Company Name]
[Company Name] ([Company Name Long Form if applicable]) was founded in [Year] with the aim to [Company Mission]. [Company Name] offers [Product/Service Description] that gives [Target Audience] [Key Benefit] - a direct way to [Core Outcome]. Combining [Offering 1] with [Offering 2], [Company Name] aims to [Strategic Goal] focused on [Core Values]. For more information, visit [Website URL]

Press contacts
[Contact Name/Email] - M: [Phone Number]
[Contact Name/Email] - M: [Phone Number]
Media Kit: https://app.mvpr.io/company/mvpr

Make it newsworthy: The best partnership announcements include customer data showing demand: "requested by 40% of enterprise customers" or quantify the impact: "reduces integration time from 6 weeks to 2 days."

Download Partnership Announcement Template

Book a free consultation here

Template #4: New Hire / Leadership Announcement

Use this when: Announcing a C-level hire, VP-level addition, or notable advisor/board member.

What makes a hire newsworthy:

• Coming from a notable company (FAANG, major competitor, industry leader)

• Bringing specific expertise during crucial growth phase

• First person in a newly-created role that signals strategy shift

Leadership Hire Template

When to skip the press release: VP-level or below at a early-stage company often isn't newsworthy unless they're industry-famous or joining from a major competitor. Consider a LinkedIn announcement instead.

[Ex-Previous Company] [Position] joins [Industry Description]-[Company Type] providing [Target Audience] with [Core Value Proposition]

[LOCATION], [Day of Week], [Day], [Month], [Year], [Time]: Following time at [Previous Company] as [Previous Role], [Previous Company's Department/Division Description], [New Hire Name] has joined [Industry Category] startup [Company Name] as [New Position]. [He/She/They] joins [ex-Previous Company colleague relationship if applicable] and [Company Name] [Founder Title] [Founder Name], who launched the company in [Year]. In [his/her/their] new role, [New Hire Name] will be in charge of [Key Responsibility 1], [Key Responsibility 2], and [Key Responsibility 3].

Founded in [Month Year], [Company Name] ([Company Name Long Form if applicable]) aims to [Company Mission/Vision Statement] - while [Additional Differentiator or Approach].

"[Industry Problem Statement]. [Why Current Solutions Are Inadequate]. [Broader Industry Context or Trend]. [Company's Solution Approach]. [Desired Outcome or Impact]," said [Founder Name], [Founder Title] of [Company Name].

"[Why This Company Appeals to New Hire]. [What Problem The Company Solves]. [What Excites Them About The Opportunity]. [Personal Mission or Values Alignment]. [Specific Aspect They're Looking Forward To]," [New Hire Name] commented.

"[Excitement About New Hire Joining]. [Previous Working Relationship Context if applicable]. [Specific Value They Bring]. [Shared Experience or Understanding]. [Strategic Importance of This Hire for Company Growth]," said [Founder Name].

[Company Name] currently works with [Customer Segment] backed by leading [Region] VCs including [VC Name 1], [VC Name 2], [VC Name 3], [VC Name 4], [VC Name 5] and more.

You can access our own media page on the MVPR platform here where you'll find downloadable headshots and product visuals.

++++ Ends ++++

About [Company Name]

[Company Name] ([Company Name Long Form if applicable]) was founded in [Year] with the aim to [Company Mission]. [Company Name] offers [Product/Service Description]. Combining [Key Feature 1] with [Key Feature 2], [Company Name] aims to [Strategic Goal]. For more information, visit [Website URL]

Press contacts

[Client Name, Client Email]

Media Kit: https://app.mvpr.io/company/mvpr

The Press Release Writing Process

Having a template is the starting point. Here's the process I use with MVPR clients to turn a template into a press release that actually gets covered:

Step 1: Identify Your News Hook

Ask yourself:

• What actually changed? (Not "we've been working on this" but "this is now available/complete/achieved")

• Who cares besides us? (Customers, industry, competitors, investors)

• What makes this timely? (Market trend, recent news, seasonal relevance)

If you can't answer all three, you might not have news yet.

Step 2: Identify the characteristics in your story which will mean it gets amplified by others

TIMELINESS
Ties in with something that's happening now

• Does this connect to a current event or breaking business news?

• Is there a time-sensitive hook that makes this relevant today?

TENSION
Highlights clashing opinion, opposing views, or controversy

• Does this address a debate or challenge conventional thinking?

• Are there competing perspectives that create narrative tension?

CHANGE
Shares a twist on an old story or next phase of an ongoing trend

• Does this represent an evolution or new direction in the industry?

• Is this the next chapter of a story people are already following?

SURPRISE
Showcases strange bedfellows or other unusual circumstances

• Are there unexpected partnerships, outcomes, or approaches?

• Does this challenge assumptions or defy expectations?

PERSONAL
Connects to people's lives or large numbers of people

• Does this impact individuals in a meaningful, relatable way?

• Can you quantify how many people are affected?

PROMINENCE
Driven by a known figure or issue

• Is there a recognized leader, brand, or expert involved?

• Does this connect to a high-profile challenge or opportunity?

PROXIMITY
Leverages a local angle — the closer you are, the more you care

• Is there a geographic, industry, or community connection?

• Can you make this feel immediate and relevant to specific audiences?

Step 3: Gather Your Supporting Evidence

For product launches:

• Beta user results with permission to quote

• Technical performance metrics

• Problem cost/frequency data

For funding announcements:

• Traction metrics showing growth trajectory

• Customer logos or counts by segment

• Team growth plans with role specifics

For partnerships:

• Combined customer counts or market reach

• Specific integration capabilities

• Customer testimonials requesting this

For milestones:

• Historical context (where you started, timeframe to achieve)

• What changed to accelerate growth

• What this milestone enables next

Step 4: Draft Your Headline and Lead

This is where most press releases fail. Your headline should:

• Include the news (what happened)

• Include a number (funding amount, customer count, metric)

• Include specificity (not "leading" but actual ranking or category)

Your lead paragraph should answer:

• Who: Full company name and one-line description

• What: The announcement with specifics

• When: Today, this week, this quarter

• Where: Geographic market or customer segment

• Why: The problem this solves or opportunity this creates

If your lead paragraph is more than 3 sentences, it's too long.

Step 5: Write Body Paragraphs

Follow this sequence:

1. Context paragraph: Why now? What changed in the market?

2. Details paragraph: How it works, who it's for, what makes it different

3. Quote paragraph: Founder/CEO quote about strategy or vision

4. Traction paragraph: Evidence this matters (customers, metrics, validation)

5. Quote paragraph: Customer, investor, or partner quote

6. Forward-looking paragraph: What comes next

Each paragraph should be 2-3 sentences maximum.

Step 6: Add Your Call-to-Action and Boilerplate

Your CTA should tell readers exactly what to do:

• "Available now at [URL]"

• "Join the waitlist at [URL]"

• "Contact [sales] for [enterprise access]"

Your boilerplate should:

• Define your company in one sentence

• State when founded and by whom

• Include your key differentiator

• End with total funding raised or major investors (if relevant)

Step 7: Review and Cut

Read your press release out loud. If you run out of breath mid-sentence, it's too long.

Cut:

• Adjectives ("innovative," "revolutionary," "leading")

• Vague claims ("dramatically improves," "significantly reduces")

• Marketing speak ("game-changing," "paradigm shift")

Add:

• Specific numbers

• Concrete examples

• Clear comparisons

Aim for 400-600 words total. If you're over 700 words, you're including too much detail.

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Common Press Release Mistakes and How to Fix Them

Mistake #1: Using Meaningless Adjectives

Words to eliminate from every press release:

• Innovative

• Revolutionary

• Game-changing

• Industry-leading

• Cutting-edge

• State-of-the-art

• Best-in-class

Instead: Use specific claims you can back up with data. Don't say "revolutionary AI technology"—say "reduces processing time from 3 hours to 8 minutes."

Mistake #2: Writing for Your CEO, Not for Journalists

Your CEO might want language about "empowering stakeholders to leverage synergies." Journalists want to know what your product does and who should care.

Internal audience language: "Our platform facilitates seamless integration of disparate data sources to enable actionable insights."

Journalist-friendly language: "Our platform connects data from Salesforce, HubSpot, and Google Analytics to show which marketing campaigns drive revenue."

Mistake #3: Including Too Many Quotes

One quote from company leadership. One quote from customer/investor/partner (if relevant). That's it.

Bad quotes sound like this:

• "We're excited to announce..."

• "This is a great opportunity..."

• "We look forward to..."

Good quotes sound like this:

• "73% of support teams still use email and spreadsheets. That's why we built [Product]."

• "We evaluated 12 vendors. [Company] was the only one that could handle our scale."

Mistake #4: Forgetting About Timing

Best times to send press releases:

• Tuesday-Thursday

• 10am-2pm in journalist's timezone

• Not: Friday afternoon, Monday morning, holidays, during major news events

Best times to announce:

• Beginning of quarter (budgets refreshed)

• Industry conference weeks (related news coverage)

• When competing with minimal news cycle (summer, December are actually good for small companies)

Mistake #5: No Clear Call-to-Action

Every press release should end with what readers should do:

• Where to get the product

• How to contact sales

• Where to read the full report

• How to apply for the role

If a journalist's reader can't figure out the next step, you've wasted the coverage.

How to Distribute Your Press Release

Having a great press release is only half the battle. Distribution strategy determines whether journalists actually see it.

Distribution Decision Tree

Option 1: Direct Journalist Outreach (Recommended)

When it works: You've identified 20-50 specific journalists who cover your industry and beat.

The process:

1. Build your media list (use tools like MVPR, HARO, or browse publications). MVPR example here above with response and coverage rates:

2. Find each journalist's email (usually firstname.lastname@publication.com)

3. Craft personalized pitch email referencing their recent work and why your news is relevant for their readers

4. Include press release as Google Doc link (not attachment)

5. Follow up once after 48 hours if no response

Template journalist pitch email:

Subject: [Specific angle relevant to their beat] - [Your Company Name]

Hi [First Name],

I saw your recent piece on [specific article title] and thought you might be interested in [specific angle of your announcement that relates to their coverage area].

[One-sentence description of your news and why it matters to their audience]

[2-3 sentences of supporting detail: traction metric, notable customer, key differentiation]

The embargo is due to lift on [Day, Date, Time]. I have included the full press release here below and in the [Google Doc here]. Images to accompany the release in our [media kit link here].

Happy to provide [specific additional asset: demo access, customer intro, data visualization] if this is interesting for a story.

Best,

[Your name]

>> Paste press release underneath

Option 2: PR Agency or Consultant

When it works: You need ongoing media relationships, have quarterly announcements, or are in a competitive news cycle.

What to look for:

• Examples of agencies getting companies smaller than yours into media you want to be in

• Transparent process, open sharing of media lists

• Transparent reporting on outreach and results

Cost range: £1,500-5,000/month retainer Expected results: 2-25 pieces of coverage per quarter for early-stage companies

At MVPR we work with clients using a combination of subscriptions and success fees to align all stakeholders. Information about how we work with companies here.

At MVPR, we use data and machine learning-powered journalist matching to identify which reporters are statistically most likely to cover our clients' stories. This increases coverage rates while reducing the spray-and-pray approach traditional agencies use.

It's also what allows us to estimate coverage success rates in advance.

Option 3: Press Release Distribution Services

When it works: The news you're announcing isn't newsworthy.

Top services:

• Business Wire: Most expensive, widest reach (Google News & Yahoo Finance is considered a good outcome)

• GlobeNewswire: Good international reach

• PRNewswire: Mid-range cost, mid-range reach

• PRWeb: Budget-friendly option

• EZNewsire: Expensive, but the best we've found so far. Much narrower reach, but very good for AEO & GEO (Our preferred partner because it gets you onto Reuters)

Cost range: £250-2,000 per release depending on service and distribution tier

Expected results: Distribution to news sites and aggregators, minimal direct journalist pickup without follow-up

Option 4: Owned Channels First

When it works: Your news isn't time-sensitive, you're building for long-term SEO, or you're still developing journalist relationships.

The approach:

1. Publish press release on your blog/newsroom

2. Share on LinkedIn with perspective/context (not just the headline)

3. Email to customers and prospects if relevant

4. Post in relevant Slack communities, Discord servers, or forums

5. Pitch to podcasts in your space

Expected results: Immediate audience reach, long-term SEO value, gradual relationship building with journalists who discover your content

Frequently Asked Questions

Q: How long should a press release be?

A: 400-600 words is ideal. Under 400 words and you're probably missing important context. Over 600 words and you're including details that should be in a separate document or on your website.

The exception: Research releases or complex partnership announcements can run 700-800 words if the detail is necessary.

Q: Should I include my company boilerplate at the end even if it repeats information from earlier?

A: Yes. Journalists often excerpt sections of press releases. The boilerplate ensures your company description is included regardless of which section they quote.

Q: Can I issue a press release if I don't have anything new to announce?

A: No. "National Pizza Day" announcements and "we've been doing this for a while but wanted to tell you about it" releases harm your credibility. Journalists will ignore future announcements from your company.

Wait until you have actual news: a product ships, a milestone is reached, a partnership goes live, funding closes.

Q: Should I send my press release to my entire media list or segment by relevance?

A: Always segment. A funding announcement goes to startup/VC reporters. A product launch goes to your industry trade publications and product review sites. A partnership announcement goes to journalists who cover both companies' industries.

Sending irrelevant press releases to journalists damages your relationship with them.

Q: How do I know if my announcement is newsworthy enough for a press release?

A: Ask yourself: "Would a journalist's readers care about this?" Not "would they care about our company" but "is this information useful or interesting to people in our industry."

If the answer is "only our existing customers would care," it's an email announcement, not a press release.

Q: Should I hire a PR agency to distribute my press release?

A: It depends on your stage and resources.

Hire an agency if:

• You have quarterly announcements (funding, major customers, products)

• You're in a competitive category where timing matters

• You have budget (£1,500-5,000/month minimum)

DIY if:

• This is your first announcement

• You're in a niche industry where you can identify all relevant journalists yourself

• You have time to build relationships with 20-30 key journalists in your space

At MVPR, we work with companies at the stage where they have announcements worth amplifying but don't yet have established journalist relationships.

Q: How long before an announcement should I send the press release to journalists?

A: For embargoed release (major announcements): Send 1-2 days before announcement with clear embargo date and time.

For exclusives: Send 3-7 days before announcement with a clear embargo date and time. Leave enough time for the journalist to interview you or ask questions if they want to.

For immediate release (most common): Send 2-4 hours before you want coverage to go live.

Q: What format should I send my press release in?

A: Text in the body of your email is preferred, or a Google Doc link with the correct permissions. Never send a PDF - it's a nightmare for journalists to remove the formatting without introducing typos and other formatting issues.

Next Steps: From Template to Coverage

Having the right template is just the beginning. Here's what MVPR clients do after selecting their template:

Week 1: Preparation

• Gather traction metrics, customer quotes, and supporting data

• Write first draft following template structure

• Get internal review from team (product, sales, leadership)

Week 2: Refinement

• Cut to 400-600 words

• Remove all marketing adjectives

• Add specific numbers and examples

• Test headline with Tweet Test

Week 3: Distribution Planning

• Build targeted media list (20-50 journalists)

• Draft personalized pitch emails

• Prepare supporting assets (demo access, graphics, data)

• Schedule announcement timing

Week 4: Execution

• Send press release and pitch emails

• Follow up with journalists after 48 hours

• Publish to owned channels (blog, social)

• Monitor coverage and respond to journalist inquiries

The companies that generate the most coverage from their press releases don't just send better press releases—they build relationships with journalists between announcements, understand what makes their industry newsworthy, and time their announcements strategically.

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Conclusion

A press release template gives you structure, but the substance comes from understanding what journalists need and what makes your announcement genuinely newsworthy.

Use these templates as starting points, not scripts. Customize them for your specific situation, industry, and audience. The most successful press releases I've seen follow proven structures while adding unique angles that make them memorable.

Most importantly: don't write a press release until you have actual news. It's better to skip an announcement than to train journalists to ignore your future releases.

Need help determining if your announcement is newsworthy, crafting your press release, or getting it in front of the right journalists? MVPR works with tech startups to secure coverage in tier-1 publications through AI-powered journalist matching and strategic PR guidance.

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Related Resources:

• How to Write a Press Release That Actually Gets Coverage

• How to build a media list that guarantees coverage

• How long should I wait before pitching a new journalist?

• PR Agency Pricing: What You Should Expect to Pay

• Product Launch PR: Timeline and Checklist

• How to Measure PR ROI and Track Results