Writing a press release from a blank page can feel intimidating, especially the first time. Yet every type of announcement follows a fairly predictable pattern. A well-structured template saves you time, lets you focus on content rather than form, and ensures your release follows the conventions journalists expect.

This guide presents annotated templates for the most common types of press releases, along with practical tips for adapting them to your situation. Each template follows the proven structure: headline, lead, body, quotes, boilerplate and contact details.

The universal structure of a press release

Before looking at specific templates, here is the basic structure every press release should follow:

  • "FOR IMMEDIATE RELEASE" label: Indicates that the information can be published right away.
  • Dateline (place and date): States where and when the release originates.
  • Headline: Sums up the news in one punchy sentence (60-100 characters).
  • Subheadline (optional): Adds an angle or an extra detail to the headline.
  • Lead (first paragraph): Answers who, what, when, where and why.
  • Body (2-4 paragraphs): Develops the information following the inverted pyramid principle.
  • Quote(s): Adds a human perspective and an authoritative opinion.
  • Boilerplate: Briefly introduces the issuing organization.
  • Contact details: Provides the media contact's information.

Template 1: Product or service launch

The launch release is one of the most common. Its goal is to announce that a new product or service is available, focusing on the benefits for the target audience and on what sets it apart.

Key points to include

  • What the product or service actually does.
  • The problem it solves or the need it meets.
  • What sets it apart from existing solutions (with data, not superlatives).
  • When it will be available and how to get it.
  • A quote from the CEO or product manager explaining the vision behind the launch.

Sample structure

FOR IMMEDIATE RELEASE

MONTREAL, [Month Day, Year] — [Company name] is launching [product name], a [short description] solution that allows [target audience] to [main benefit]. Available as of [date], the new [product/service] addresses [identified problem or need].

[Context paragraph: data on the market, issue or trend that justifies the launch. Concrete figures on the size of the market or the scale of the problem.]

[Details paragraph: main features, competitive advantages, results of tests or pilot projects. Hard numbers.]

"[Quote from the CEO expressing the vision, ambition or motivation behind the launch]," said [First Name Last Name], [Title], [Company].

[Availability paragraph: price, distribution channels, website for more information.]

About [Company]
[Two- to three-sentence boilerplate describing the company, its mission, size and industry.]

-30-

Media contact: [Name] | [Title] | [Phone] | [Email]

Template 2: Event announcement

The event release aims to attract media coverage for an upcoming event: a conference, trade show, grand opening, festival, press conference and so on. The goal is twofold: to inform the media and to encourage them to cover the event.

Key points to include

  • The exact nature of the event and its theme.
  • The date, time and exact location.
  • The notable guests or speakers expected.
  • The significance or scope of the event (edition number, expected attendance).
  • How media can register (accreditation).
FOR IMMEDIATE RELEASE

[CITY], [Month Day, Year] — [Organization] invites the media to the [number, e.g. 5th] edition of [event name], to be held on [date] at [venue, address]. The event will bring together [number] participants around the theme of [main theme].

[Highlights paragraph: keynote speakers, signature activities, what's new this year.]

"[Quote from the organizer on the importance of the event or its relevance in the current context]," said [First Name Last Name], [Title].

[Logistics: schedule, registration, fees, media accreditation, parking.]

Template 3: Appointment or organizational change

This type of release announces the arrival of a new executive, an internal promotion, a retirement or an organizational restructuring. It is especially important for publicly traded organizations and for those whose executives are public figures.

Key points to include

  • The name and title of the person concerned.
  • The nature of the change (appointment, promotion, departure).
  • The date the change takes effect.
  • The person's professional background (brief summary).
  • The expected impact on the organization.
  • A quote from the board of directors or the person's direct supervisor.
  • A quote from the appointee.
FOR IMMEDIATE RELEASE

[CITY], [Month Day, Year] — [Organization] announces the appointment of [First Name Last Name] as [title]. [Last Name] will take office on [date], succeeding [predecessor], who [reason for departure].

[Background paragraph: professional experience, notable achievements, relevant education.]

"[Quote from the board chair or direct supervisor expressing confidence in the new executive]," noted [First Name Last Name], [Title].

"[Quote from the appointee on their vision and priorities]," said [First Name Last Name].

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Template 4: Partnership or strategic agreement

When two or more organizations reach an agreement, they often issue a joint release. This type of release should highlight the mutual benefits of the partnership and its impact on the audiences concerned.

Key points to include

  • The names of the partner organizations.
  • The nature and scope of the agreement.
  • The shared objectives and expected results.
  • The term of the agreement and the investments involved.
  • Quotes from the heads of each partner organization.
FOR IMMEDIATE RELEASE

[CITY], [Month Day, Year] — [Organization A] and [Organization B] announce the signing of a [type: collaboration, partnership, distribution] agreement aimed at [main objective]. The agreement, valued at [amount, if applicable], will run for [duration].

[Context and details: what the partnership involves in practical terms, the implementation steps, and the benefits for customers or the public.]

"[Quote from the head of Organization A]," said [First Name Last Name], [Title], [Organization A].

"[Quote from the head of Organization B]," added [First Name Last Name], [Title], [Organization B].

Template 5: Financial results

Financial results releases follow particularly strict conventions, especially for publicly traded companies. Accurate figures and transparency are paramount.

Key points to include

  • Key financial indicators (revenue, net income, EBITDA, etc.).
  • A comparison with the previous period (quarter, year).
  • Operational highlights that affected the results.
  • The outlook for the next period.
  • Details of the analyst conference call (if applicable).

Template 6: Position statement or reaction

This type of release lets an organization take a position on a current issue or react to a government decision, a published study or a news event. The tone is generally more assertive and may express a point of view.

Key points to include

  • The issue or event the organization is reacting to.
  • The organization's official position.
  • The factual arguments that support this position.
  • The organization's concrete recommendations or demands.
  • A strong quote from the spokesperson or leader.

Tips for customizing the templates

A template is a starting point, not a straitjacket. Here is how to adapt it effectively to your situation:

  • Adapt the tone: A release for a tech start-up and a release for a hospital do not sound the same. Adjust the vocabulary and level of formality to your sector.
  • Add data: The templates give you the structure, but the quality of your data is what will make the difference. Revenue, growth percentages, number of users — concrete data is your best asset.
  • Personalize the quotes: Avoid generic quotes. Each quote should reflect the personality and genuine vision of the person quoted.
  • Consider your audience: If you are targeting trade media, you can include more technical detail. For general-interest media, keep the language accessible.
  • Watch the length: Even when you use a template, always aim for 400 to 600 words for the body of the release.

The elements that make the difference

Beyond structure, certain elements separate an ordinary release from one that earns media coverage:

The local angle

In Quebec, regional media are particularly receptive to local news. If your announcement has a specific impact on a community or region, highlight that angle. For example, mention the number of jobs created locally, a partnership with a regional organization or the economic benefits for the community.

The news context

Tying your news to a current issue greatly increases its chances of being picked up. If you are launching an eco-friendly product just as the government announces new environmental policies, make the connection explicit in your release.

Supporting resources

Make the journalist's job easier by offering additional resources: high-resolution photos, videos, infographics, full reports, links to the studies cited. The easier you make the journalist's job, the better your chances of coverage.

Conclusion

The templates in this guide are proven working tools that will help you structure your press releases effectively, whatever the type of announcement. By using them as a starting point and customizing them with concrete data, genuine quotes and a relevant angle, you will produce professional releases that capture media attention.

Remember: a good template is no substitute for sound editorial judgment. Every release must contain real news and be tailored to its target audience. Form matters, but substance is what makes the difference.