Many businesses think a press release is just a general announcement.
But in reality, different types of press release strategies serve different strategic purposes, and knowing when and how to use each one can significantly boost your credibility, traffic, and brand visibility.
The most effective PR strategies involve using multiple types of press releases throughout the year, each tailored to specific business objectives and news cycles.
Whether you're launching a product, sharing a milestone, or positioning yourself as a thought leader, there's a release for that.
Understanding which format best serves your announcement ensures maximum media pickup and audience impact.
Here are the five essential types of press releases every business should have in their PR toolkit.
This type announces the release of a new product or service.
It should highlight what's new, why it matters, and how customers can access it.
Include a compelling headline, product features, release date, and a clear call to action.
Great for creating buzz, increasing visibility, and driving early interest.
Product launch press releases are among the most common and effective PR tools for businesses introducing new offerings to the market.
The key is focusing on the problem your product solves rather than just listing features. Journalists and readers care about impact and relevance, not technical specifications alone.
Effective product launch PR includes customer benefits, pricing information, availability details, and quotes from company leadership explaining the strategic vision behind the launch.
Timing matters significantly. Distribute product launch press releases 1-2 weeks before public availability to give media time to prepare coverage and build anticipation.
Include high-quality product images, demo videos, or other visual assets that make it easy for journalists to create compelling coverage without additional resources.
Use this when you've hit a major milestone: anniversaries, record-breaking results, new hires, funding, or office expansions.
This builds credibility and gives the media something tangible to share about your growth.
Make sure to include metrics and quotes from key stakeholders.
Milestone press releases demonstrate momentum and traction, which are critical signals for potential customers, investors, and partners evaluating your business.
These announcements work particularly well for startups seeking funding because they create a public record of growth and achievement that validates your trajectory.
The most effective milestone releases include specific numbers that illustrate scale and growth rate. Instead of "significant revenue growth," say "200% year-over-year revenue growth reaching $10M ARR."
Leadership quotes should provide context about what the milestone means for customers and where the company is headed next, not just celebrate the achievement.
Strategic timing of milestone announcements can create a narrative arc that builds credibility over time and reinforces your market position.
Whether it's a webinar, product demo, charity event, or live launch party, an event release helps generate awareness and attendance.
Include the what, when, where, and how to register or participate.
Add media contact info so journalists can cover it pre- or post-event.
Event press releases serve dual purposes: driving attendance before the event and generating coverage during or after it occurs.
Pre-event releases should emphasize what attendees will learn or experience, notable speakers or participants, and why the timing is relevant to current industry trends.
Post-event releases focus on key takeaways, attendance numbers, major announcements made during the event, and notable attendee reactions or testimonials.
For SaaS companies hosting webinars or virtual events, press releases help establish thought leadership while driving registration numbers.
Include registration links prominently and make it clear if the event is open to media or if press credentials are required for attendance.
This positions your founder, CEO, or team as experts in the field.
It's perfect for responding to breaking news, trends, or offering insight into industry shifts.
This builds authority and increases the chance of media interviews or future mentions.
Thought leadership press releases differ from other types because they're not announcing company news but rather providing perspective on external events or trends.
These releases work best when tied to current news cycles or emerging industry discussions where your expertise provides valuable context.
Thought leadership through press releases establishes you as a go-to expert for journalists covering your industry, which can lead to ongoing media relationships and repeated coverage.
The most effective approach is offering a unique or contrarian perspective rather than agreeing with conventional wisdom. Media outlets seek fresh angles, not confirmation of what everyone already knows.
Include specific predictions, frameworks, or recommendations that demonstrate deep expertise and give journalists concrete content they can reference or quote.
Use this to announce a joint venture, strategic alliance, or big-name collaboration.
It not only amplifies your exposure, it also leverages the trust and visibility of the partner brand.
Be clear about what the partnership entails and why it matters to the industry.
Partnership announcements create value for both parties by exposing each brand to the other's audience and media relationships.
The most newsworthy partnership releases focus on what the collaboration enables that neither party could achieve alone, rather than just announcing that two companies are working together.
For B2B partnerships, emphasize how the collaboration benefits end customers or advances the industry, not just internal business benefits.
Include quotes from leadership at both organizations that complement each other and tell a cohesive story about the partnership's strategic importance.
Coordinate distribution timing with your partner to maximize combined reach and ensure both companies amplify the announcement through their respective channels.
Not all press releases are created equal.
Each type has its own goal, and when used strategically, they position your brand as active, credible, and media-ready.
The most successful companies use a mix of press release types throughout the year to maintain consistent media presence and build compound credibility.
Random, infrequent press releases have limited impact. Strategic use of different release types creates a narrative arc that demonstrates momentum, expertise, and market leadership.
If you're exploring the most effective types of press release for your business, Brand Featured helps you craft and distribute each one with precision.
Our approach to PR strategy ensures each announcement is formatted correctly, distributed to relevant outlets, and positioned to maximize media pickup.
We work with businesses across industries, including digital agencies, Canadian companies, and brands dealing with sensitive topics that require careful communication strategy.
Whether you need help determining which type of press release fits your announcement or want full-service writing and distribution, contact us to start building your brand authority.
You can also visit our FAQ page for more information or check our reviews to see results we've achieved for other businesses.
1. Do I need to issue a press release for every update?
No. Focus on meaningful news like product launches, milestones, events, and collaborations that provide genuine value to your audience and media outlets.
2. Can I reuse the same format for each type of press release?
You can have a template structure, but each release should be tailored to its specific purpose, audience, and the news being announced for maximum effectiveness.
3. What's the ideal length for a press release?
300 to 600 words. Keep it clear, informative, and skimmable while including all essential details journalists need to cover the story.
4. How far in advance should I send a press release?
Ideally 1 to 2 weeks before your launch or event. Give the media time to review, prepare coverage, and coordinate with their editorial calendars.
5. How does Brand Featured help with different types of press releases?
We provide writing, formatting, and distribution support for all release types, helping you get published and noticed faster through strategic placement in relevant outlets.
