September 8, 2026 · Jordan Lee
What Is a Press Release? Definition, Purpose & Examples
Table of ContentsShow
A press release is an official written announcement that an organisation shares with journalists, editors and other interested audiences. It presents newsworthy information—such as a product launch, partnership, leadership appointment, event or research finding—in a clear, factual format.
A press release gives the media a reliable starting point, but it does not guarantee coverage. Journalists may verify it, rewrite the story or decide not to use it. Unlike an advertisement, a release should lead with news rather than a sales pitch.
Press Release Definition in Simple Terms
Think of a press release as a source document for an announcement. It answers the essential questions: What happened? Who is involved? When and where did it happen? Why does it matter?
The issuing organisation controls the text, so readers should not confuse it with independent reporting. A credible release makes facts easy to check through specific details, attributed quotes and a genuine media contact.
For the conventional order of each section, see our complete press release format guide.
What Is the Purpose of a Press Release?
The central purpose is to make a genuine announcement easy to understand, verify and report. One release can serve several practical needs.
| Purpose | How a press release helps |
|---|---|
| Announce news | Places the essential facts in one clear document |
| Support media research | Gives journalists names, dates, quotes and contact details |
| Create a public record | Provides an official version on the organisation’s newsroom or website |
| Reach interested audiences | Helps customers, investors, partners or community members find the update |
| Respond consistently | Gives every reader the same confirmed information during a major change or issue |
A press release may also increase brand awareness and bring visitors to a useful page. However, it should not exist mainly to place backlinks or repeat keywords across distribution sites. The announcement itself must provide the value.
Once you have a valid news angle, our guide on how to write a press release explains how to turn the facts into a publishable draft.
When Should You Issue a Press Release?
A release makes sense when an update is timely, specific and relevant to an outside audience. Common reasons include:
- a notable product, service or feature launch;
- funding, an acquisition or a strategic partnership;
- a senior leadership appointment;
- original research or survey results;
- a public or industry event;
- a meaningful milestone, award or certification; or
- a safety notice, service update or correction.
A routine discount, vague promise or small internal change is rarely enough on its own. Ask what is new, who is affected and why an outside reader should care now. If those answers are weak, a blog post, customer email or social update may be more suitable.
You can compare announcement angles in our collection of press release examples for different situations.
What Information Does a Press Release Contain?
Exact layouts vary, but most effective releases contain the same core information.
| Element | Job it performs |
|---|---|
| Headline | States the main news in specific language |
| Dateline and lead | Gives the location, date and most important facts |
| Supporting paragraphs | Add context, evidence and relevant background |
| Attributed quote | Explains significance through a named person’s perspective |
| Boilerplate | Briefly describes the issuing organisation |
| Media contact | Tells journalists who can answer questions |
Put confirmed facts before promotional claims. Identify sources for statistics, spell names correctly and label estimates or future plans clearly. A strong headline must also match the announcement; these press release headline examples show how to make the news specific without exaggeration.
Three Simple Press Release Examples
The following fictional examples show how the lead changes with the announcement. Each opening gives a journalist the central fact immediately.
| Type | Example opening |
|---|---|
| Product launch | Pune, 8 September 2026 — BrightPath Learning today launched an offline reading app designed for primary schools with limited internet access. |
| Partnership | London, 8 September 2026 — Northline Foods and City Harvest Network have started a one-year programme to redirect surplus food from 40 stores to local community kitchens. |
| Research report | Singapore, 8 September 2026 — Six in ten small retailers plan to increase spending on fraud prevention next year, according to a survey of 1,200 businesses commissioned by MarketScope Asia. |
Each lead identifies the organisation, action and useful detail. The remaining copy would add evidence, an attributed quote and access to supporting material.
Press Release vs News Article vs Advertisement
These formats may discuss the same company, but their purpose and control differ.
| Format | Who creates it? | Main purpose | Editorial control |
|---|---|---|---|
| Press release | The organisation making the announcement | Supply official news and supporting facts | The issuing organisation controls the release |
| News article | A journalist or newsroom | Report, verify or analyse a story | The publisher controls the final coverage |
| Advertisement | A business or sponsor | Persuade an audience to take action | The advertiser pays for and approves the placement |
A publication may quote a release, add independent sources or challenge a claim. That separation is why sending a press release and earning media coverage are not the same outcome.
What Happens After a Press Release Is Sent?
Editors first judge whether the announcement fits their audience. Interested journalists may check the data, contact the representative, interview other sources or ask for images. Clear facts and fast responses make that work easier.
The organisation may also publish the release in its own online newsroom, where it acts as a stable reference for customers and stakeholders. If your facts and approvals are ready, you can organise an initial draft with our AI press release generator, then check every name, date, quote and claim before publishing.
Final Takeaway
So, what is a press release? It is a factual, organisation-issued announcement created to help the media and the public understand news that matters. Its value comes from a clear news angle, verifiable details and easy access to a real contact—not hype or guaranteed publicity. Use one when you have something timely and relevant to say, and choose another communication format when you do not.
