Press Release Samples and Examples

What makes a good press release?

An effective press release gets straight to the point, shows a journalist "the gold" in a story, includes contact information and other necessary details, and is presented with professionalism, respect, conciseness and an ultra-helpful attitude. A full article will be posted soon; subscribe to updates at the bottom of this page to be notified when it's ready. But for now read my tips and see real-life examples of effective news releases and pitches, with my commentary, below . . .

Press releases and media outreach: Formal, or casual?

If you or a hired marketing pro is sending a professional-looking press release, it should be expertly crafted and it’ll most likely be written in AP style. 

It’s OK to approach a writer or editor with your ideas/pitches in an email.  While this does not have to appear as if a marketing professional wrote it for you, it should still contain proper grammar, spelling, punctuation and capitalization, and have your points made clearly, concisely, respectfully and friendly.  Have a couple of people review it for content and important elements before you send it.

Either way, be sure to have your official name, your company’s full, official name (if applicable), your title, company address, your contact phone number and times they can call you, and a reliable email address.  Be accessible.  Sometimes a reporter needs to call you last-minute about an article to which you know you're contributing, and other times a journalist might have just decided to include a bit about you or your project in an article that he/she has been writing with contributions by other sources and is about to submit.

 Check out the following real-life examples and my notes about why they work:
For your own media outreach, learn the writing style of professional journalists and media relations. Quick link to the book on Amazon:

Events calendar listing examples

Many publications list events free of charge. Types of events, word-count limits and other specifications apply, and it's your responsibility to be on point with your listing and the publication/audience you're targeting. Pick up various publications from around your region and determine which ones speak to members of your target market and also offer events listings. Read their submission guidelines, especially with regard to timing your submission (if that information is not published, contact the editor of that section or publication). Read current listings and note the word counts and general format in which they're written. Then craft your own listings accordingly, being concise and including the most important points, such as what's happening, when, where, cost and registration/contact information and how to find out more about the event.
Very brief listing (63 words):
Epsilon Sigma Alpha International presents David Hira, international performer, business leader, entrepreneur and author, and his “ISpossible” keynote, a motivational message with a “hands-on” event designed to amaze and inspire attendees. This special presentation will be held at 9:30 a.m. July 19, at the Norfolk Waterside Marriott. Tickets: $20 at the door beginning 9:00 a.m. July 19. For more about ESA, visit: http://www.epsilonsigmaalpha.org/Homepage 
Longer notice (approx. 124 words):
“Writing for Your Small Business” June 13: What do you need to know about writing ad copy, website pages and other messages that represent you? Discover how to avoid some of the most common errors in public messages, why it's essential to do so and more. Professional insights by writer/reporter Nora Firestone cover important grammar and punctuation guidelines for print and spoken public messages (commercials/ads, signs, website page/blog content, etc.), writing for websites and approaching the media. This information is essential for the creation of online content and is also recommended for printers and sign makers. 10 a.m. - 1 p.m. June 13, Virginia Beach (location provided with registration). $25. Space limited; registration required by June 11. Call 705-7174 or visit www.stepbysteppresentations.com

"Informal" style email pitch with story idea

Dylan Hawkins of Napolitano Homes sent the following brief, friendly media pitch to Victoria Hecht, editor of the Virginian-Pilot's "Home" section. Victoria assigned the story to me, and a nice article ensued.
My comments explain what made this rather casual story-idea pitch effective:
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"Formal" style friendly media pitch

This is a story pitch I received from Alison Hamer of L.C. Williams & Associates, on behalf of First Alert. See what makes it an example of good, effective media relations and outreach:
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Formal press release format

Here's an example of a formal, polished, professional press release, written by Sally Hartman of the Hampton Roads Community Foundation.
My notes on what makes this news release professional and effective:
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Additional formal press release with pitch-like talking points

I developed this talking-points-style news release in 2010 from the results of a SurveyMonkey.com survey:
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