A Marketer's Guide to the 12 Types of Press Releases

The press release has an impactful history in marketing and public relations. In 1906, Ivy Lee wrote a statement on behalf of the Pennsylvania Railroad to inform the public about a tragic railroad accident. Major newspapers reprinted his report word-for-word, spreading the news across America. Soon, other businesses began using this new genre to share their announcements with the public. 

Marketing has dramatically evolved since Lee invented press releases over a century ago. Modern marketers use dozens of tools to communicate with their audiences, from billboards to social media. However, many professionals continue to rely on traditional press releases to share essential news. There are many types of press releases to suit every need and occasion. 

This guide takes an in-depth look at the 12 most common types of press releases. We’ll also cover tips to help you write a press release and maintain a positive public perception of your brand. 

What Are the Golden Rules of a Well-Crafted Press Release?

Many marketing professionals write a wide range of press releases throughout their careers. One month, you might write an attention-grabbing statement to announce an exciting new product launch. The next month, you could draft a carefully worded press release to address a crisis and protect your company’s reputation. 

No matter the occasion, there are a few universal rules for writing in this genre. Follow these press release best practices to make a positive impression on media outlets and your target audience. 

Remember Your Audiences

All press releases have two audiences: journalists and the general public. Successful press releases effectively address both groups. 

First, you’ll need to send your press release to journalists. They will determine whether your statement is worth sharing in their news outlet. Top journalists get dozens of press releases weekly — if not daily — so it's essential to make a strong, positive impression. 

To stand out to journalists:

• Focus on writing a concise yet engaging press release that indicates why your topic is newsworthy. 
• Establish your credibility with evidence, such as statistics and quotes from industry leaders. 
• Include relevant multimedia that journalists can include in published articles, such as images and videos. 

It’s also essential to provide enough context for the general public. Your statement will likely reach readers who haven’t heard about your brand along with your customer base.

To make your press release accessible to all audiences, including your target customers:

• Provide relevant background information.
• Avoid industry jargon.

Write a Compelling Headline 

It's important to craft an informative and engaging headline to hook journalists and the public. Aim to keep the headline ten words or fewer while sharing your message, and use powerful language to create intrigue. Incorporate dynamic adjectives and strong verbs, such as “disruptive,” “ignite,” and “transform.”

For example, IBM published a press release in 2023 to share the results of its annual Cost of a Data Breach Report. The release is titled “IBM Report: Half of Breached Organizations Unwilling to Increase Security Spend Despite Soaring Breach Costs.”

While this headline is slightly longer than 10 words, it uses a shocking statistic to hook readers and a colon format to break up the wordiness. It also conveys the urgency of the findings with evocative language like “unwilling” and “soaring.”

Follow the Standard Press Release Format 

Most press releases follow the inverted pyramid structure. This formula puts the most essential information at the top to catch the reader’s attention. It also helps journalists quickly assess the significance and quality of your press release. 

The inverted pyramid includes these components: 

• Headline: Introduce the topic in an engaging manner. 
• Lead: This is an opening paragraph of approximately 30 words that answers some or all of these six questions: Who? What? Where? When? Why? How? 
• Body: Add additional paragraphs that provide more context and supporting evidence. 
• Call To Action: Include an invitation for the reader to complete a specific action, such as registering for an event. 
• Company Information: Write a boilerplate summarizing your company’s history, mission, and products. 

Use the Third-Person 

Press releases are formal documents written in the third person. Avoid first- and second-person pronouns like “I” and “you" to keep things professional.

Keep It Timeless 

People may refer to your press release many years after you publish it, especially if it covers a significant event. Replace time-sensitive language like "today" and "last year” with specific dates to keep your writing relevant. It's also best to avoid slang or reference trends that may quickly become outdated. 

Top 12 Types of Press Releases and How To Use Them

Marketing professionals can choose from many different types of press releases. Identify your goals and press release purpose to determine the best option. 

1. Business Partnership Announcements

A business partnership announcement promotes a collaboration between two or more organizations. Use this type of press release when your company teams up with another organization for a joint venture or project. 

This statement should explain how and why the partners have joined forces. It should also discuss how the partnership will benefit stakeholders, customers, and the general public. 

In 2023, Amazon and Hyundai released a press release about a new strategic partnership. The formal announcement described their joint plans to sell Hyundai vehicles through the Amazon store and create cars with built-in Alexa. 

2. Service or Product Launches

Companies frequently use press releases to announce new services or product launches. These statements aim to raise brand awareness and generate excitement for new offerings. 

These statements typically include detailed descriptions of the new product(s) or service and explain how these innovations will benefit customers or revolutionize the industry. 

For example, lululemon released a press release in February 2024 about its spring and summer footwear launch. The report announced the release of the brand’s first men’s shoe collection and other interesting product developments. The press release also included a link to the lululemon store so readers can view the product pages and shop for the new items. 

3. Rebranding Press Release

In a rebrand, an organization changes its identity, such as its name, mission, or logo. A rebranding press release announces this change and discusses what customers can expect from the company in the future.

This kind of announcement should include the current business's name and a summary of how they’re rebranding. The writer should also explain why the company has decided to rebrand and what it hopes to accomplish with this change. 

Construction Laser recently released a press release announcing its rebranding as Terra Solutions. The statement included a brief history of Construction Laser and listed changes the company will make to revamp its identity. The article also reassured customers that the rebranded business will offer the same products and quality of service. 

4. Event Announcements

An event announcement shares information about an in-person or virtual happening. Companies use event press releases to promote future public events and attract attendees. 

This includes essential details about the event, including the:

• Time
• Location
• Purpose
• Organization hosting the event
• Its mission

The American Pet Products Association created an event announcement for the Global Pet Expo 2024. The press release summarized the event and spotlighted new additions to this year’s expo. It also included quotes from the organizers about what attendees can expect. 

5. Partnership Press Release

A company issues a partnership press release when it collaborates with another entity. This partner could be another organization, a brand, a charity, or an influencer. 

The statement introduces both parties and explains how they plan to collaborate. You should also highlight the larger impact of this partnership on the industry or customers. Finally, be sure to include a relevant quote from each partner. 

The car manufacturer Stellantis announced a partnership with the California Air Resources Board. They plan to work together to educate consumers about electric vehicles and reduce carbon emissions.

6. Crisis Management

A crisis management press release addresses a serious problem and how the company plans to address it. Organizations often use this type of statement to reassure customers and respond to negative publicity.

To start, acknowledge the situation straightforwardly and transparently. Stick to the facts and avoid casting blame or downplaying the crisis. You should also explain how the company will fix the problem and make amends. 

VirusTotal issued a public statement after its platform exposed customer data. The press release explained how the data breach occurred and described the actions taken to improve security. The company also included a sincere apology for the mistake. 

7. New Hire Announcements

Marketing professionals can send a press release to announce important hires or promotions. Companies typically produce these statements when they hire C-level executives to show their commitment to business growth and innovation. 

Include a summary of the new hire’s achievements, qualifications, and skills. You should also add quotes from the new employee and a company leader who helped hire them. 

Unilever shared a PR news release about a new CEO appointment. The statement included a biography of the new executive and quotes about what he'll bring to the company. 

8. Award Press Release

Create an award press release when your company or employee wins industry awards and other accolades. This statement lets you celebrate your successes and strengthens your credibility. 

An award press release must describe the award and explain why you received it. It should also include quotes, such as a statement from a notable individual who works there. 

Fisker, Inc. shared a press release when its Ocean SUV received the iF Design Award in the “Best Electric Vehicle: SUV” category. It explained how the committee chose the winner and featured a quote from the Fisker CEO. 

9. Market Research Study Findings

Many businesses create press releases to share the results of market research studies. Companies use this type of statement to demonstrate their expertise and position themselves as industry leaders. These press releases can also attract new clients and business partners. 

A market research press release should:

• Provide an overview of the study and summarize the most noteworthy findings.
• Include infographics to make the results easier to understand and share. 
• Link to the complete study so interested readers can learn more. 

Pizza Hut shared a press release after researching the top pizza trends for 2024. The statement also explained how the company will adapt to customers' changing preferences. 

10. New Business Venture Announcements

Marketers frequently use press releases to share new business ventures with the public. These ventures include opening new locations, expanding into new markets, and developing fresh product lines. Announcing these company milestones improves brand visibility and generates buzz about your business developments. 

This type of press release should include a brief description of the new venture with relevant details, such as the location of a new store. Be sure to explain how this development fits into the company’s larger strategic mission. You can also include quotes from company executives or stakeholders about the significance of the venture. 

A recent press release from PNC Bank announced that the company plans to open over 100 new locations and renovate 1,200 existing banks in 2024. The press release highlights the business’s goals for the expansion and identifies key cities where the venture will occur. 

11. Book Publications

Authors and publishing companies frequently produce press releases to announce upcoming book publications. This marketing strategy raises awareness and can encourage readers to pre-order the book. 

These press releases briefly summarize the book and highlight any unique selling points. They also profile the author and highlight their credentials, previous publications, and relevant accomplishments. Some releases also include endorsements from other authors or celebrities. 

Basketball star LeBron James drew media attention after a press release announced his upcoming picture book, I Am More Than. The release discussed James’ source of inspiration and included quotes from the author and the executive editor. 

12. Merger or Acquisition Press Release

Companies use merger or acquisition press releases to inform the public about changes in their business structure and ownership. These documents help address stakeholder concerns and maintain transparency. 

A merger or acquisition press release covers the deal's formalities, including:

• The companies' names
• The transition timeline
• How this change aligns with the company's strategic goals
• The benefits for clients and stakeholders

Nippon Steel Corporation recently announced its plans to acquire U.S. Steel. The press release discussed the transaction details and the strategic benefits for customers and shareholders. 

Best Practices for Publishing Press Releases Effectively

Press release marketing is one of the most effective ways to share exciting company news or manage a crisis. These best practices will help you leverage this powerful marketing tool. 

Choose Your Content Distribution Channels

Once you've crafted your dazzling press release, you must share it with media outlets. Several content distribution channels can help you spread the word. 

• Newswires: These paid services collect press releases and assemble them in a database for journalists. However, they don’t actively distribute your press release, so it could get overlooked. 
• Email campaigns: Research professionals, including journalists, who work on relevant topics and search for their email addresses so you can contact them directly. Be selective with who you add to your mailing list to avoid spamming journalists with irrelevant content. 
• Social media: Online platforms can help you connect with journalists and customers. Share major updates and exciting news on social media platforms with engaging multimedia. 

Find the Right Time To Publish Your Press Release

Consider local news cycles when sending out press releases. It’s best to distribute these documents in the middle of the week to avoid getting overshadowed by weekend news. Additionally, many journalists check their email in the morning, so send your release early in the day. 

Engage With Journalists and Influencers

Develop relationships with journalists and influencers before emailing a press release, and regularly engage with them beyond when it's time to share important updates. That way, they’ll recognize your name and view your statement more favorably. 

Use social media to connect with professionals who cover topics related to your industry. Share your insights on their posts and like their content to build rapport. You can also attend industry events to make connections in person.

Remember To Follow Up With Media Outlets

Media outlets get inundated with press releases, so you want to avoid getting lost in their inboxes. Send a polite follow-up email if you haven't heard back after three days. 

Optimize Your Press Release for SEO

Search engine optimization (SEO) can boost your press release's ranking on search engine result pages. Use keyword research tools like Ahrefs or Semrush to identify and incorporate relevant keywords into your content. You can also add images and videos with descriptive alt-tags to improve visibility. 

Consider Creating Localized Versions

Many businesses operate in different regions and markets. To make your press release more engaging, localize the content for specific areas. For example, you can translate the press release into different languages and distribute it to international journalists. You can also include region-specific details, such as references to local events and holidays.

Create Impactful Press Releases With Compose.ly

Press release publication is an art form that requires in-depth knowledge of the journalism industry. Media outlets expect this content to follow a specific structure and use a journalistic tone. Companies that nail this formula can boost their credibility and brand visibility.

Compose.ly’s press release writing services will help you broadcast your company news and achieve broader media coverage. Our expert writers produce authentic, SEO-optimized press releases for every industry. Contact us to learn how we can help you connect with media outlets and elevate your brand.