Press releases are one of the most effective ways to share newsworthy updates with the media and your audience. Whether you’re announcing a product launch, company milestone, or upcoming event, a well-crafted press release can generate valuable coverage, boost brand awareness, and build credibility. This guide explains what makes a press release impactful, provides real-world examples across different scenarios, and shows how Adobe Express can help you design professional, polished releases that grab attention and get noticed.

What is a press release?

A press release is a communication tool that a business creates and distribute to journalists, editors, and media outlets to convey something newsworthy. Common topics include survey findings, product launches, upcoming events, or major company milestones. Press releases typically follow a standard format, making it easy for journalists and media publications to identify the hook of a story.

Providing accurate, concise information is a core part of both digital and traditional PR strategies, complementing tactics like content marketing, media relations, and thought leadership.

For marketers and business owners, press releases can help generate media coverage, boost brand awareness, build authority, and attract new customers.

What makes an impactful press release?

Journalists receive thousands of emails every day, so to get your press release noticed, it must stand out from the crowd. Using the right strategies can significantly increase your chance of media pickup.

A newsworthy angle.

Your story should be relevant and meaningful to your target audience, whether that’s a specific region or consumer demographic. Consider whether the press release’s topic aligns with the interests of the media outlet and its readers. Has the journalist covered similar stories before? Will their audience benefit from your news?

A strong headline.

A strong headline is also crucial and can make or break whether a journalist scrolls past your email. Your headline should communicate the story’s hook and grab attention immediately.

Expert/spokesperson quotes.

Quotes from a spokesperson or expert add a human element to your press release, adding credibility and personality to the press release.

Include images.

Images are another powerful element that adds a different dimension to your release. High-quality photos, infographics, or product shots make your press release visually appealing, help tell your story and increase the likelihood of your story getting coverage in the media.

Eight eye-catching press release examples.

Company news.

A company news press release typically announces significant internal updates such as awards, expansions, or milestone achievements. This type of release builds brand credibility and keeps stakeholders informed. When creating this type of press release ensure your headline is clear, your facts are accurate, and your tone remains professional.

Product launch press release examples.

A product launch press release introduces a new product or service to the market. It should clearly outline the product’s key features, benefits and availability. Ensure you include high-quality images and quotes from key stakeholders to add authenticity and create excitement.

Event announcement.

An event announcement press release helps promote any upcoming events like summits, conferences, charity fundraisers or a new store opening. Make sure you include the event date and time, location, purpose, and a reason why potential attendees should visit. For maximum impact to grab attention, you should pair this release with a strong visual.

New hire press release examples.

A new hire press release typically welcomes a new senior hire, such as a CEO, executive or head of department. You can highlight their experience, role, and how they’ll contribute to the company’s business objectives. This helps build trust with any shareholders, potential investors and clients.

Partnership press release.

A partnership press release is ideal for announcing new collaborations with a charity, local partner, influencer, or other organisations and brands. You should include the purpose of the partnership, the benefits for all parties involved, and any joint initiatives planned.

Funding announcement.

A funding announcement press release shares details about new investment rounds, grants, seed funding, or sponsorships. Include the funding amount, key investors, and details on how the funds will be used. This type of release can attract media interest and signal the potential for growth your business has.

Awards.

An awards press release highlights any accolades your company receives. Include details about what the award is for, work that’s been recognised, the awarding organisation or brand, and why your business was chosen. This type of press release helps strengthen brand authority and celebrates your team’s achievements.

Digital PR press release.

A Digital PR press release is designed to gain online coverage and boost your SEO impact. It often focuses on research, surveys, and polls, as well as creative campaigns targeted at journalists and online audiences. You need to include engaging images or infographics, shareable statistics, and a clear call to action. This style of press release is most effective when paired with relevant blog posts on your website.

How can Adobe Express help you make a powerful press release?

Adobe Express makes it easy to create professional, attention-grabbing press releases with its custom templates, which help drive engagement and reflect your brand identity. Here’s how you can bring your press release to life in minutes.

1. Choose a press release template.

Pick a professionally designed template to save time and ensure your press release is visually appealing. Browse layouts and get tips on how to write a great release in the ‘How to Write a Press Release’ guide.

2. Customise your letterhead.

Give your press release a polished, refined look by adding a custom letterhead. Pick from hundreds of designs and adapt them to your brand using Adobe Express letterhead templates.

3. Add your company logo and branding.

Make your press release instantly recognisable by including your company, logo, colours, and fonts. Create or upload your logo stress-free using the Adobe Express logo tool.

Create your own press releases with the AI template generator.

With the Adobe Express AI Template Generator, you can instantly create custom press release layouts that are tailored to your brand and message. Describe what your press release is about, whether it’s a product launch, event, or a new partnership, and the AI tool will generate professional, on-brand designs in seconds.

You can then select fonts, colours, and imagery to match your style, add your logo, and drop in engaging headlines or quotes. This template generator is designed to help you save time and turn ideas into polished, media-ready press releases without requiring a professional skill set.

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Good to know.

How long should a press release be?

A press release should typically range between 300 and 500 words, or approximately one page. To keep it concise and engaging, it should only include the key information, making it quick for journalists to read, understand what your story is about, and share it with their audiences.

How do you format a press release?

A standard press release format will include a clear headline, an opening sentence with a hook, main body paragraphs, and a boilerplate section with contact details and information about your business at the bottom of the release. Use clear and concise language, short paragraphs, and relevant quotes from a spokesperson or expert.

What are some press release headline examples?

An effective press headline should be clear, engaging and relevant to your release. Examples include:

• “Brand A Announces Industry-Leading Partnership with Brand B”
• “Former Brand A Executive Joins Brand X for Business Expansion”
• “Popular Brand X Launches New Loyalty Scheme”

Keep your headlines under 10-12 words and focused on your main news angle.

Is Adobe Express free?

Yes, our free plan offers many core features, including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.