You have a major event coming up. You need attendees. You need media coverage. Most companies write a generic announcement. They send it out. They get zero results.
This happens because journalists ignore generic pitches. They need stories that fit their specific "beat" or industry. A tech reporter wants data. A real estate reporter wants deal flow. A retail reporter wants consumer trends.
You must tailor your press release to the reader.
This guide provides tested templates for the biggest industries. You will find specific formats for SaaS, Real Estate, Startups, and E-Commerce.
You can copy these templates directly. You can also download them to your preferred device.
Why Generic Press Releases Fail?
Journalists receive hundreds of emails every day. They scan subject lines. They skim headlines. If your press release looks like a general marketing flyer, it goes to the trash.
A generic release fails because it focuses on the organizer. It says "We are holding an event." A successful release focuses on the value. It says "This event solves X problem for the industry."
You need to use the right language for your specific sector. This signals to the journalist that you understand their audience.
The Standard AP Style Structure
Before you choose a template, you must understand the rules. Professional press releases follow Associated Press (AP) style.
If you break these rules, you look like an amateur. Editors may reject your story immediately. Here are the core components every release must have.
1. FOR IMMEDIATE RELEASE
This goes at the very top. It tells the media the news is ready to share right now. If you want them to wait, type EMBARGOED UNTIL [DATE].
2. The Headline
This is the most critical part. It must be 10 to 12 words. It must include the main benefit. Do not try to be clever. Be clear.
- Bad: Company X Announces Big Gathering
- Good: Company X Summit Reveals AI Tools Reducing Cloud Costs by 40%
3. The Dateline
This starts your first paragraph. It looks like this: CITY, State – Month Day, Year –
4. The Lead Paragraph
You must answer the 5 Ws in the first sentence:
- Who is hosting?
- What is happening?
- When is it?
- Where is it?
- Why does it matter?
5. The Body (Inverted Pyramid)
Put the most newsworthy information at the top. Put minor details like parking or lunch menus at the bottom. Editors cut from the bottom up.
6. The Boilerplate
This is a short "About Us" section at the end. Keep it under 50 words.
7. Media Contact
Always include a real name, email, and phone number at the very bottom.
1. SaaS and FinTech Event Template
Tech journalists are busy. They do not care about "networking opportunities." They care about market shifts.
When writing for SaaS (Software as a Service) or FinTech, focus on innovation. Use hard metrics. Mention specific technologies.
Keywords to use:
- Scalability
- AI Infrastructure
- Digital Transformation
- Compliance
- ROI (Return on Investment)
Why This Template Works?
This template highlights specific outcomes. It mentions "efficiency gains" and "regulatory compliance." These are problems that CTOs and CISOs face daily.
Instant Access: SaaS & FinTech Event Template
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2. Real Estate and Investment Event Template
Real estate is a numbers game. Reporters at outlets like Bisnow or Commercial Observer want to hear about capital. Do not focus on the venue decoration. Focus on the deal flow.
Keywords to use:
- Cap Rates
- Off-market deals
- Assets under management (AUM)
- Institutional investors
- Opportunity Zones
Why This Template Works?
It leads with money. It mentions "$15B in capital" and "cap rates." This signals to the journalist that serious business will happen at this event. It is not just a social gathering.
Grab Your Real Estate & Investment Event Template Instantly
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3. Startup and Product Launch Template
Startups rely on momentum. You need to prove you are "the next big thing." TechCrunch and Product Hunt reporters look for two things: Funding and Traction.
If you have prominent investors, mention them. If you have rapid user growth, mention it.
Keywords to use:
- Series A / Seed Round
- Month-over-Month (MoM) Growth
- Disruption
- Beta Users
- Addressable Market
Why This Template Works?
It validates the event using funding news. The headline links the event to the money. This makes the event feel like a milestone in a larger success story.
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4. E-Commerce and Brand Activation Template
Retail and E-commerce press releases are different. They appeal to consumer desire. You must create urgency. You must emphasize value.
Reporters at Retail Dive or AdWeek look for unique partnerships or massive sales events.
Keywords to use:
- Exclusive Collection
- Limited Time
- Site-wide
- Collaboration
- Free Shipping
Why This Template Works?
It triggers "Fear Of Missing Out" (FOMO). By mentioning "Limited quantities" and specific discount percentages, it drives immediate clicks.
Unlock Your E-Commerce & Brand Activation Template Now
Plan smarter with a streamlined PDF designed for brand launches, activations, and online growth.
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How to Distribute Your Press Release?
Writing the release is step one. Getting it read is step two. You cannot just post it on your blog and hope for the best. You need a distribution strategy.
1. The Wire Services
Use a paid wire service for broad reach. This ensures your release appears on terminals like Bloomberg and Yahoo Finance.
- Top Tier: PR Newswire.
- Budget Friendly: EasyPR, PRWeb, EIN Presswire.
2. Targeted Pitching
Do not spray and pray. Build a list of 10 to 20 journalists who cover your exact topic. Send them a personal email.
- Subject: INVITE: [Event Name] (Data/Interview available)
- Body: Keep it short. Paste the press release below your signature. Do not send it as an attachment. Attachments trigger spam filters.
3. Timing Your Announcement
Follow this timeline for maximum impact:
- 4-6 Weeks Out: Send the full announcement to long-lead media (magazines).
- 2 Weeks Out: Send to digital media and blogs.
- 48 Hours Out: Send a "Last Call" reminder with an urgency hook.
Common Press Release Mistakes to Avoid
Even with a template, you can mess this up. Avoid these errors to keep your reputation safe.
1. Using "Sales" Language
Do not use exclamation points!!!!!!!! Do not use all caps. Do not say "We are thrilled." Show, don't tell. Use data to prove excitement.
2. Forgetting the Contact Info
Journalists are on deadline. If they cannot find your phone number in 10 seconds, they move to the next story. Ensure your media contact section is complete.
3. Ignoring Local Media
If your event is physical (in-person), local business journals are your best friend. They are always looking for local business news. Pitch them specifically.
4. Making it Too Long
Keep it under 600 words. If it is longer, you are rambling. Cut the adjectives. Keep the facts.
Conclusion
A powerful press release is more than an announcement. It is a storytelling tool that positions your event as newsworthy. When you tailor it to your industry, journalists pay attention.
Every sector has its own language, expectations, and triggers. Using the right template helps you speak directly to what reporters care about. This increases your chances of getting real media coverage, not just impressions.
To reach more people, get your story seen with EasyPR. Trusted by 1,000+ startups and marketers, it shares your press release on top sites like Yahoo, Google News, and MSN. Let your news reach the audience that matters.
Frequently Asked Questions
What is the best time to send a press release?
Tuesday, Wednesday, and Thursday mornings are best. Send between 9:00 AM and 10:00 AM local time. Avoid Fridays and Mondays.
Do I need images in my press release?
Yes. Releases with multimedia get up to 9.7x more views. Include a high-resolution logo and at least one photo of the speaker or product.
Can I use these templates for a virtual event?
Yes. Just change the "Location" field to "Virtual" or "Online" and include the registration link clearly.
What is a boilerplate?
A boilerplate is the "About Us" section at the bottom of the release. It stays the same for every release you send. It explains who your company is in 2-3 sentences.
