So, you think you can write? Well, let’s put your skills to the test! Everyone thinks writing a press release is easy, and anyone can do it.
It’s actually much harder than you think. Storytelling is an art, and the best press releases tell a great story that connects with your audience. More than just buzz words on a page, the story really matters.
Write a Press Release Which Builds a Human Connection
Sorry AI – but it’s all about being human. Press releases written by humans for humans. More than ever. Journalists will want to know it’s a real human, with verifiable facts and accurate contact details, writing and sending a press release, and not faceless bots churning out dubious AI-generated content.
Plus: there’s A LOT of competition out there. It’s a big industry. At last count, a recent report by the PRCA, the industry’s professional body, found that over 108,000 people are currently working in comms roles across the UK.
That many pros are bound to generate a massive amount of promotional activity. No wonder some national news desks, like Sky, the BBC, and PA News, are bombarded with hundreds of press releases every hour.
Press releases are an important part of your business journey. Every press release is an official form of external communication that requires expert writing, focused messaging and proper formatting. Done well, they are a launch pad for your business. Positive media coverage can bring real-world impact, build brand awareness and drive growth.
There are experienced industry experts – like yours truly – who can write you an engaging press release that will help you stand out in a very crowded field.
I’ve written many hundreds of them in my two decades in comms, ranging from the highly serious: Prime Ministerial overseas trade trips to the less serious: celebrities doing skydives for charity.
But, if you still want to take the plunge and do your own, we thought we’d put together a handy writing press release template to help you get started in your quest for media headlines.
Whatever the subject, here are some proven free press release templates for beginners that really work in getting media coverage. Consider it an early Christmas gift!
Free 2025 Press Release Template: Charity
We start with a basic charity fundraiser template, as it clearly sets out the fundamentals every effective media release needs. All the basic building blocks are there.
A press release is like a jigsaw puzzle; a missing piece can mean your press release doesn’t get media coverage, so make sure you cover all the facts.
Using a template: Ensure the press release format is clear and avoids long blocks of text. Writing style matters. Use plain language, don’t use jargon and be concise.
You will note the template is relatively short. A basic press release is usually between 400 and 900 words if the subject matter is lighter in tone. More complex press releases may require a few more words to explain weighty themes and data. But they shouldn’t be overlong. Aim for clarity and brevity.
Start with a bang. You’ll need to grab attention from the first line. A journalist is busy, and your story needs to stand out in the first few lines. Your headline should be short and snappy: think of witty one-liners or puns or anything quirky that makes the release pop.
Remember to include the 5 Ws of press release writing: Who? What? Where? Why? When? Both the template examples below answer the 5 Ws – and your copy should do too.
Press Release Example: Format
PRESS RELEASE
For immediate release [Insert dateline]
Main headline in bold: [Insert city or town] [insert occupation] is [insert fundraising activity] for [charity name]. Here is an example of a press release headline: Dover construction worker set to run London Marathon for Diabetes UK in memory of his partner.
First paragraph: A local [man/woman/child], [insert name] from [insert location] is set to [insert fundraising activity] to raise [insert fundraising target or money already raised] for charity.
Second paragraph: Add background information on the fundraising activity, including the date it is taking place/has taken place, what is being done and who is doing it (eg, age, married, mother/father of two, and/or occupation helps paint a picture for the reader).
[Insert full name of fundraiser] said: [Insert a quote in fundraiser’s name]. This section covers the why in more detail. Include quotes. They can be about their personal motivations. Family illness, experience of living with a serious health condition, why the cause is important etc. The tone can be more conversational.
The speech quote is the powerful part of your story and often describes a person’s health or emotional journey, so it can run into a couple of paragraphs to help your story flow and build a connection with your audience. A compelling storyteller quote will make your press release memorable.
Additional paragraph: This can link the fundraising activity to the charity’s wider policies. For example, a person with diabetes who is fundraising for a diabetes charity may want to include charity stats in here about how many people in the country currently live with the condition. This gives the release impact and scale.
[Insert a call to action] You can support [insert charity name] by donating here [insert weblink for your individual fundraising page].
Notes to editors:
[Add contact person information] For more information, contact [insert name] on [insert telephone number and email address].
[Add a photo caption]: Include high-quality images when sending a press release to media outlets. Daytime shots often work best in print media. If the fundraiser is doing a marathon, they could include photos of themselves in training. Add the names of people in any photos provided. Be sure you have full media consent from everyone photographed.
[Add a press release boilerplate]: This short section can cover a few bullet points about the charity’s mission, its ambitions, policy asks and direct people to online resources.
Free 2025 Press Release Template: SME/ Start-up/ Business
This section covers a press release writing template for businesses wanting to make a local news announcement or an event press release.
Use press releases to announce newsworthy and important developments to the news media. Whether it’s opening a new store, promoting an event, launching a new product or hiring more staff, this template will help you structure your news release.
Read on to learn how to write excellent copy and format a press release to maximise media attention.
Press Release Example: Format
[Insert your company logo at the very top of your press release]
PRESS RELEASE
For immediate release [add dateline/ date of issue/ campaign launch date]
Main headline in bold: [Insert city] business is [insert PR activity]. For example, a new product launch, expanding operations, event details, opening a new store, etc. Add your news hook to the headline if it helps your release stand out.
First paragraph: A local [insert type of business], [insert full business name] from [insert location where company is based] is set to [insert PR activity] on [insert date].
Second paragraph: Add background information on the nature of the PR activity. This is where you add the meat to the bones. Give more substance to your big news hook, add your key messages and explain your story in depth.
Drive the narrative. Consider how this press announcement benefits customers and the wider public. Always write your press release with your target audience in mind. Why is your announcement newsworthy to media outlets? What makes it impactful?
[Insert name of CEO or Managing Director], [insert full job title], said: “[Insert a short quote]. The spokesperson’s quote usually comes from a CEO or very senior management within a company and offers the expert view on the business and its announcement. A strong quote adds colour to your release and may also get TV producers interested in interviewing your spokesperson.
Think of it as a soundbite. Make quotes from key spokespeople compelling, human and relatable. A high-value comment will drive name recognition and brand awareness, so be sure to use this effectively in your copy.
Additional paragraph to further explain the business and/or the announcement. Usually, one paragraph isn’t enough to cover the details of your story, so this provides extra padding to explain it further. A press release should include key figures and stats that support your story.
[Insert a call to action] For example, book tickets, sign up to a service, signpost people to more information about a new product, or to your company website: please visit [insert your weblink].
Notes to editors:
[Add media contact information] For more information, contact [insert full name], [insert job title] on [insert telephone number and email address].
[Add a photo caption]: Include high-quality images when sending a press release to media outlets (though not necessary for radio!). Choose the best shots that will look good in a newspaper. Add the names of people in any photos provided. Be sure you have secured full media consent from everyone photographed.
[Add a business boilerplate]: This short paragraph usually covers a few bullet points about the organisation, its core values, number of staff, what services they offer, etc, and signposts people to online resources, your social media channels, etc.
Press Release Distribution
Distribute your press release with an eye on which journalists are best to contact. Target news outlets and reporters most likely to run your story. Effective press outreach is all about thinking ahead, being targeted and knowing a media outlet’s audience.
Do some horizon-scanning. If the press release date of issue factors in the news agenda and avoids clashes with any expected major announcements, that really helps your chances of landing media coverage. Making it topical will also get your story noticed.
Whether you’re a small business, scale-up, or charity, the rules outlined in these templates will help you write a press release that is well-structured and focused in its messaging.
Enjoy the Journey!
Hopefully, this post has helped as you begin your press release writing journey. There’s more to it than you think, and it may not be a perfect press release that hits the headlines the first time out.
Writing a successful press release takes time and practice, especially if you’re a beginner. Be patient, stay positive and you are sure to reach your final destination.
For real-world press release examples, news hooks, and tips and tricks for writing engaging releases, read our previous post. You can read why press releases are essential for your brand here.
And remember, we are here to help your business write a killer press release if you get stuck. We’ll write a professional press release tailored to your business here.
Contact us at hello@gofetchpress.com if you need expert PR advice.
