Press releases shape brand visibility, reputation, and digital outcomes. Over 25% of companies issue ten or more annually, while 68% report direct gains in visibility. Formats now focus on visuals, personalization, and targeted distribution.
Press freedom declines, and digital complexity rises—72% of marketers face mounting challenges in managing PR efforts. Organizations respond by aligning press releases with broader strategies across SEO, reputation, and engagement. Tracking metrics and refining messages increases their impact.
Press releases no longer serve only media. They drive measurable value across digital channels. Announcements demand different tones. A launch highlights readiness and traction. A milestone builds credibility. Each format matches an outcome. Strategic selection directs attention, earns coverage, and delivers results in today’s competitive media landscape.
What is a Press Release?
A press release is a factual, structured message that organizations issue to share important updates with the media. It delivers timely information about events, product launches, partnerships, or leadership changes. The objective is to inform journalists, secure earned coverage, and influence how news reaches public channels.
Writers use a standard format with a clear headline, summary, supporting facts, quotes, and contact details. Press releases follow the inverted pyramid style, placing key information at the top. This structure allows newsrooms to evaluate relevance and publish quickly. In 2025, press releases continue to shape brand narratives, reinforce credibility, and support SEO strategies through structured, discoverable content aligned with modern media and platform requirements.
What are the 9 Benefits of Using the Right Press Release?
There are 9 benefits of using the right press release. The 9 benefits of using the right press release are listed below.
- Increased Brand Visibility. Press releases distribute company news through media outlets, newswires, and digital platforms. This reach builds brand recognition and raises awareness among the public and industry stakeholders.
- Enhanced Credibility and Trust. Clear, factual updates present the brand as transparent and professional. This earns trust from journalists, customers, and partners.
- Improved SEO and Website Traffic. Search-optimized press releases rank well and generate quality backlinks. Embedded links drive traffic and strengthen domain authority.
- Direct Media Access and Relationships. Press releases connect companies with journalists and editors. Relevant releases build lasting media relationships and increase future coverage.
- Controlled Messaging and Reputation Management. Press releases deliver consistent, accurate communication during crises, transitions, or sensitive updates. They protect and shape public perception.
- Maximize Lead Generation and Sales Growth. Strategic press releases guide readers toward calls to action, landing pages, events, or offers, helping convert visibility into results.
- Industry Thought Leadership. Press releases highlight achievements, innovations, and expertise. These updates establish authority and leadership in the market.
- Expanded Audience Reach. Well-targeted content syndication extends brand presence into new markets, demographics, and regions.
- Multimedia Engagement and Social Sharing. Visual assets in press releases boost reader interaction and social distribution, increasing visibility across digital platforms.
What are the 12 Key Types of Press Releases?
There are 12 key types of press releases. The 12 key types of press releases as listed below.
1. New Business Launch Press Release
A new business launch press release announces a company’s entry into the market and introduces its purpose, offering, and positioning. It builds awareness, attracts media attention, and drives early engagement. With over four million businesses launched each year, gaining attention from day one requires structure, clarity, and strategic direction. This press release outlines what the business solves, who it serves, and how it stands apart.
It defines the value proposition, communicates the mission, and highlights the founder’s connection to the market or community. The content must include a clear summary of services, geographic relevance, and direct links to the business site. A strong quote from the founder adds credibility and emotional weight. This human element connects with journalists and local readers. Formatting matters—strong headlines, structured details, and a clear call to action ensure higher performance. Readers must know where to go, what to expect, and why it matters.
The Rare Beauty launch release shows this well. It defines the audience, outlines the partnership with Sephora, and communicates the brand’s mission through the founder’s voice. That approach reflects what drives results: clarity, structure, and alignment with media and audience expectations from the start.
2. New Product Press Release
A new product launch press release is a structured announcement that introduces a product or service to the media, public, and stakeholders. It presents key features, benefits, and availability details to generate attention and drive early adoption. This format positions the product clearly within its market, defines its purpose, and connects directly with a target audience.
An effective product press release answers who created the product, what it offers, where and when it launches, and why it matters. It highlights what makes the product unique, outlines its core functionality, and explains how it improves on existing solutions.
Strong messaging focuses on use cases, customer benefits, and distribution details. Include high-resolution visuals, preview videos, and a direct link to the product landing page. Mention pricing, availability, and any time-sensitive offers. Reinforce trust with a boilerplate that defines the company’s expertise. Align this press release with a broader campaign. Match the release date with outreach efforts to track press release, which includes to measure engagement with trackable links and monitor lead flow.
The Burger King launch press release follows this model. It connects a themed product with a major film, drives urgency, and uses branded language to spark engagement. This approach delivers visibility, relevance, and sales impact.
3. Partnership Press Release
A partnership press release announces a formal collaboration between two or more organizations. It defines the purpose, outlines shared goals, and explains the market value of the alliance. This type of release informs media, customers, and stakeholders about the structure and strategic importance of the partnership. It positions both parties as aligned, credible, and growth-focused.
A partnership press release highlights the scope of collaboration, whether it involves technology, product development, market expansion, or joint services. It establishes the business case, details the roles of each company, and reinforces trust through clear messaging. Strong releases include the partnership type, the benefits to each side, and a direct value proposition for the audience.
Executive quotes clarify the intent and speak to long-term impact. Include a short headline, a focused lead paragraph, a breakdown of mutual value, and a call to action that drives readers to learn more. Support the release with visual assets, boilerplates, and clear contact details.
The IKEA partnership press release succeeds by showcasing purpose, creative contributors, and brand alignment. It uses quotes, visuals, and mission-focused language to emphasize collaboration value. This format drives awareness, supports positioning, and builds authority through transparency and shared strategic vision.
4. Event Press Release
An event press release is a formal media announcement that promotes, invites, or recaps a business-related event. It informs journalists, customers, and stakeholders about the event’s purpose, participants, and outcomes. Companies use this format to increase visibility, drive attendance, or highlight key takeaways.
An event press release works as both a promotional tool and a documented summary. Pre-event announcements generate awareness and encourage participation. Post-event coverage reinforces brand authority by showcasing results, partnerships, or industry alignment. This type of press release fits product launches, fundraisers, brand activations, or executive panels. Each version must deliver clear information about timing, location, audience, and relevance.
The release identifies speakers, sponsors, or key moments that define the event’s value. Include quotes that communicate purpose and business impact. Provide registration links, contact details, and access instructions. Structure the content for media use by following journalistic conventions. Include visuals, media kits, or links to recordings when available.
The NAB Show press release shows how to execute this well. It prioritizes urgency, names strategic themes, and outlines logistics. It presents media access clearly and reinforces the event’s role in the broadcasting industry. This structure earns media attention, attracts audiences, and strengthens brand positioning through consistent, high-impact communication.
5. Award Press Release
An award press release announces formal recognition received by a company or individual for a specific achievement. It informs the media, stakeholders, and the public about the award’s purpose, selection criteria, and relevance within the industry. This type of release highlights the accomplishment with factual accuracy and positions it within a broader strategic context.
An award press release reinforces leadership, validates performance, and signals trust to customers, partners, and recruits. It outlines who received the award, what it honors, who issued it, and why it matters. The content must remain objective, avoid exaggeration, and focus on the value created by the achievement. Include the full name of the award, background on the awarding body, and the exact reasons behind the recognition.
Quotes from executives or industry voices add credibility and insight. State the broader impact, such as innovation, safety, or community contribution. Provide press contact details, a company boilerplate, and supporting context.
The Volkswagen press release about the Tayron’s 5-star Euro NCAP rating shows this structure clearly. It presents the award, explains the testing, and details the SUV’s safety systems without hyperbole. This builds site authority, aligns with media expectations, and strengthens the brand’s position through earned recognition.
6. Crisis Press Release
A crisis press release is an official statement that addresses events with reputational, operational, or legal risk to an organization. It acknowledges the situation, presents verified facts, and outlines corrective actions. This communication serves as the organization’s first public response, aiming to manage perception, prevent misinformation, and reinforce accountability.
Crisis press releases respond to cybersecurity breaches, service disruptions, misconduct, lawsuits, or environmental incidents. Their timing and clarity shape how the public interprets the event. Delayed responses weaken trust. Immediate, accurate communication maintains credibility. Each crisis press release must focus on facts, responsibility, and solutions. Avoid speculation or defensive language. Maintain a calm tone. State what happened, who it affected, and what actions leadership took. Include a timeline, confirmed details, and a direct quote from a responsible executive. Name external oversight if relevant. Explain how the organization plans to prevent recurrence. Add contact information for updates and include a short, factual boilerplate.
Johnson & Johnson’s crisis press release shows this well. It states facts, quantifies outcomes, and refutes misinformation. It presents the company’s legal position without ambiguity. This structured response anchors the narrative in credibility and transparency, protecting the brand while fulfilling its responsibility to stakeholders.
7. Rebranding Press Release
A rebranding press release announces a company’s updated brand identity and explains the purpose behind the transformation. It presents changes such as a new name, logo, design system, or messaging strategy while reinforcing long-term vision and direction. This press release delivers one consistent message to customers, employees, investors, and media, minimizing confusion and controlling the narrative.
Rebranding follows business evolution, market expansion, or structural change. The press release clarifies what changes, when the rollout begins, and how the update supports future growth. It offers journalists a full story, informs loyal audiences, and attracts attention from new segments. Release timing must align with the official brand launch. Clear delivery builds trust and drives blog engagement.
State each visual and strategic change. Explain the reason behind the decision. Link the rebrand to company values, customer needs, or market opportunities. Show a timeline. Display visual before-and-after comparisons. Name branding partners to validate the process. Show benefits to key audiences. Include a link to a downloadable press kit and assign a press contact.
Harry’s Inc. executed this well. The company introduced Mammoth Brands, tied the update to measurable growth, and highlighted portfolio expansion. Executive quotes and a social impact initiative added depth and reinforced the brand’s new identity.
8. Research Press Release
A research press release presents new data-driven or scientific findings in a clear format built for public and media consumption. It distills key insights, avoids technical jargon, and communicates relevance to a broader audience. Research institutions, universities, corporations, and think tanks use this format to build visibility, establish thought leadership, and drive traffic to full studies.
A well-executed research press release defines the study topic, summarizes the methodology, and presents the most impactful findings. It connects the data to real-world applications, showing why the research matters. Include the study title, author names, and a link to the full report. Highlight specific data points, explain the sample size or data source, and frame the conclusions in accessible language. Add expert quotes to provide context and support media use. Visuals such as charts or infographics help break down complex data. Institutional affiliation reinforces credibility. Include press contact details to support follow-up inquiries.
Walmart’s Retail Rewired Report follows this structure effectively. It names the study, presents findings tied to consumer behavior, and organizes themes clearly. The release uses visual aids and precise language to engage both media and public audiences, positioning the research as relevant, credible, and actionable.
9. Mergers and Acquisitions Press Release
A mergers and acquisitions (M&A) press release announces a company’s decision to merge with or acquire another business. It delivers verified information to media, investors, customers, and regulators. This type of press release outlines the companies involved, explains the terms of the transaction, and presents the strategic reason for the deal. It provides clarity during organizational change and helps align public understanding with leadership intent.
An M&A press release identifies who acquires or merges, states the transaction value, and confirms the expected timeline. It explains how the deal supports goals such as market expansion, operational scale, or product innovation.
The release addresses leadership changes, integration plans, and customer impact. It often includes quotes from executives to highlight strategic vision and reinforce credibility. Include forward-looking statements to meet regulatory standards and manage risk expectations. Add investor and media contact details for follow-up. Use factual language and structure to reduce speculation.
Disney’s M&A press release follows this model. It names the involved parties, breaks down ownership changes, and links the deal to programming and subscriber growth. It provides exact figures, addresses governance, and explains legal and financial adjustments. This format strengthens trust, delivers transparency, and supports strategic alignment with public and investor audiences.
10. New Hire Press Release
A new hire press release is a formal media announcement that introduces the appointment of a new executive or strategic team member. It communicates organizational momentum, signals leadership expansion, and frames the hire as a step toward long-term goals. Companies issue these announcements to inform stakeholders, strengthen brand positioning, and align public perception with internal growth.
This type of release outlines the individual’s title, experience, and relevance to the company’s vision. It explains the strategic purpose behind the hire and reinforces direction through quotes from both leadership and the new team member. The release must clarify the role’s impact on innovation, expansion, or customer experience. It sets expectations, highlights qualifications, and connects the individual’s background to future objectives.
The structure includes a headline, a lead confirming the appointment, a body with career highlights, and context that ties the move to broader strategy. Media outlets rely on these press releases to identify expert voices and industry leadership changes. Internally, the announcement fosters team alignment and strengthens confidence across departments.
The L’Oréal example demonstrates this by detailing the new hire’s achievements, leadership scope, and contribution to global innovation. The release uses precise language, measurable impact, and authoritative quotes to support brand credibility and narrative consistency.
11. Charity Press Release
A charity press release is a formal announcement that communicates a nonprofit initiative, donation, or cause-driven event to the media and public. It highlights charitable work, partnerships, or campaigns and promotes awareness, credibility, and engagement. This type of release positions the organization as active, mission-driven, and transparent. It explains the issue addressed, the action taken, and the intended outcome.
Charity press releases connect directly with audiences by pairing factual updates with emotional relevance. They reinforce the mission, support fundraising efforts, and attract media interest. Each release presents a clear problem, a defined solution, and a measurable impact. It uses quotes to reflect leadership intent and provides a human story to illustrate change.
A strong charity press release states the issue, aligns with the mission, and outlines results with data. It names partners or sponsors and defines the financial or material goal. It includes a call to action that directs readers to support the cause. Contact information ensures open communication with media and donors.
The 4 Paws 4 Life press release models this effectively. It opens with a clear headline, defines the event purpose, and ties the initiative to a direct benefit. This structure supports visibility, builds trust, and inspires action through clarity and purpose.
12. Expert Position Press Release
An expert position press release delivers a qualified opinion from a recognized authority on a current issue. It presents a clear stance, supports it with data or credentials, and inserts the expert into public dialogue. Organizations use this format to highlight thought leadership, guide public opinion, and gain visibility in media coverage. This type of press release introduces the expert by title and background, defines the issue, and states a direct recommendation.
It builds authority by aligning the statement with a timely event, policy debate, or industry shift. The content must include verified data, case studies, or links to trusted sources. A strong quote from the expert expresses insight with clarity and conviction. This humanizes the message and gives media outlets a soundbite for coverage. A successful expert position press release adds value to the news cycle, presents a solution or perspective, and positions the speaker as a go-to source.
Mission 44 and HP provide a strong example. The release introduces experts, ties their insights to real-world educational gaps, and outlines specific initiatives. The message blends leadership, credibility, and actionable results. This format reinforces expertise, shapes public understanding, and opens doors for further media engagement.
Why Use AI to Publish Press Releases?
AI speeds up press release creation, improves accuracy, and eliminates delays. It structures content for media standards, boosts search visibility, and keeps tone consistent. Search Atlas streamlines the entire process with its AI-powered platform.
Use the Search Atlas Press Release Software to craft drafts with optimized headlines, quotes, and formatting. Refine language with built-in editing tools that match your SEO goals. Activate the Dynamic Press Release feature to create variations for multiple channels.
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