What is a Crisis Press Release?
A crisis press release is a type of press release issued by organizations to inform the public, stakeholders, media, and other interested parties about a significant negative event or situation that has impacted, or has the potential to impact, their organization.
Its primary purpose is to address the situation openly and transparently, providing key details about what happened, the immediate response initiated by the organization, and the steps being taken to resolve and prevent future occurrences of such an event.
Crisis Press Release Resources
This page contains
- 15 different crisis press release examples
- 27 reasons you ought to consider issuing a crisis press release
- 6 crisis press release templates
- Press release writing and distribution training and resources
- What Are You Announcing? Examples and Templates by Type of Press Release
- Sample press releases from many other industries to give you even more ideas.
This sample is part of a larger collection of press release samples from 20 different industries.
Crisis Press Release Examples
We realize that writing a press release in the midst of all the emotion and stress of the crisis itself is a tough job. So, here are 15 examples of actual crisis press releases issued by companies and organizations to give you ideas for that unfortunate moment when you need to write one yourself:
Example #1: Data breach announcement
Example #2: Statement by attorney after a fatal hot air balloon accident
Example #3: Company press release after accidental death of one of their employees
Example #4: Company apologizes and pledges to provide a more equitable and inclusive experience
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Sesame Place Apologizes to the Brown Family and Takes Action to Deliver a More Equitable and Inclusive Experience
PHILADELPHIA, Pa., July 23, 2022 /PRNewswire/ — Sesame Place Philadelphia apologizes to the Brown family. The park is taking action to deliver a more equitable and inclusive experience. The park releases the following statement today. “We sincerely and wholeheartedly apologize to the Brown family for what they experienced. To be very clear, what the two young girls experienced, what the family experienced, is unacceptable. It happened in our park, with our team, and we own that. It is our responsibility to make this better for the children and the family and to be better for all families. We have been in contact with the family since Sunday morning and have spoken with their lawyers as recently as today. We have offered to meet the family and their attorneys in person to personally deliver an apology and an acknowledgement that we are holding ourselves accountable for what happened. We want to listen to them to understand how the experience impacted their family and to understand what we can do better for them and all guests who visit our parks. We are committed to learning all we can from this situation to make meaningful change. We want every child who comes to our park to feel included, seen and inspired. We are taking action and are reviewing our practices to identify necessary changes, both in the immediate and long-term. We are instituting mandatory training for all our employees so that we can better recognize, understand, and deliver an inclusive, equitable and entertaining experience for all our guests. We have engaged with nationally recognized experts in this area. We take this extremely seriously. We are heartbroken by what these young girls and this family experienced in our park. It is antithetical to our values, principles, and purpose. We are committed to working tirelessly and intentionally to make this situation better. We will do the necessary work for the long haul — not just in the public eye, but also behind the scenes and within ourselves.” About Sesame Place Sesame Place Philadelphia, the only theme park on the East Coast based entirely on the award-winning show, Sesame Street®, was the first theme park in the world to become a Certified Autism Center. The park has more than 25 Sesame Street-themed attractions, entertaining character shows and parades, an interactive Sesame Street Neighborhood, and everyone’s favorite furry friends. Celebrate family-friendly events all year long at Sesame Place including Elmo’s Furry Fun Fest, Elmo’s Eggstravaganza, Elmo’s Springtacular, Summer Fun Fest, The Count’s Halloween Spooktacular, and A Very Furry Christmas. Conveniently located 30 minutes from Philadelphia and 90 minutes from NYC, Sesame Place is ideal for families with kids of all ages. For more information, visit www.sesameplace.com and follow the park on Facebook and Instagram. Media Contact: [email protected] |
10 More Crisis Press Release Examples
- Product recall press release
https://www.prnewswire.com/news-releases/fresh-express-issues-recall-of-limited-quantities-of-two-salad-kits-with-condiment-packs-containing-recalled-cheese-due-to-the-potential-risk-of-listeria-monocytogenes-302058230.html - Company corrects false claims made against it
https://www.prnewswire.com/news-releases/norfolk-southern-corrects-false-and-misleading-claims-302078533.html - Company counters claim made by short seller attempting to cut their share price
https://www.prnewswire.com/news-releases/nikola-sets-the-record-straight-on-false-and-misleading-short-seller-report-301129952.html - Company apologizes after marketing campaign goes awry
https://www.prnewswire.com/news-releases/elizabeth-banks-apologizes-for-latest-snake-laden-rewards-program-301486098.html - Acknowledgement of inappropriate social media behavior
https://www.prnewswire.com/news-releases/statement-by-glenn-shemy-schembechler-on-resignation-from-university-of-michigan-football-301830411.html - Association recognizes and apologizes for historical actions by its members
https://www.prnewswire.com/news-releases/california-association-of-realtors-issues-formal-apology-for-past-discriminatory-policies-301650099.html - Apology to customers over system disruption
https://www.prnewswire.com/news-releases/more-than-6-000-workers-engaged-in-restoring-power-around-the-clock-for-northeast-ohio-customers-302218888.html - Energy company deals with heavy demand requiring load shedding
https://www.prnewswire.com/news-releases/media-statement-duke-energy-curtailing-energy-load-in-the-carolinas-301709852.html - Company announces product recall
https://www.prnewswire.com/news-releases/constellation-brands-beer-division-expands-list-of-production-codes-involved-in-voluntary-recall-of-select-packages-of-12-oz-corona-extra-bottles-272421141.html - Company takes action to improve liquidity and capital structure
https://www.prnewswire.com/news-releases/tupperware-brands-takes-action-to-improve-capital-structure-and-liquidity-position-301792684.html
The Complete Guide to Writing A Crisis Press Release
Resources to help you decide whether to issue a crisis press release, what one typically contains, and templates to help you write your own.
Reasons to Issue a Crisis Press Release
There are a number of reasons why a company may find it strategically appropriate to issue a crisis press release:
- Product Recalls: When a product is found to be unsafe or defective, and a recall is issued to protect consumers from potential harm. This transparency helps maintain customer trust.
- Data Breach or Cybersecurity Incident: If a company’s data security is compromised, revealing sensitive customer or business information, a press release can provide vital details and reassurances about the steps being taken to secure data and prevent future breaches.
- Environmental Disaster: Companies involved in environmental spills, emissions, or other incidents that could harm the environment issue press releases to outline their response, cleanup efforts, and commitment to environmental stewardship.
- Legal or Regulatory Issues: Facing legal challenges, such as lawsuits or regulatory penalties, companies may release statements to clarify their position, detail their response, or express their intention to comply with legal requirements.
- Financial Misconduct or Fraud: In cases of financial irregularities or fraud, organizations need to communicate their commitment to accountability and the actions they’re taking to address the issue and prevent future occurrences.
- Workplace Accidents or Safety Incidents: Incidents resulting in injuries or fatalities, or those posing significant safety risks, require immediate communication to inform and reassure employees, stakeholders, and the public about safety measures.
- Executive Misconduct: Misconduct by company leaders or high-profile employees can lead to a crisis press release to address the steps the company is taking, such as investigations, disciplinary actions, or changes in leadership.
- Service Outages: For service-providing entities, significant disruptions can lead to a loss of customer trust. A press release can inform customers about the nature of the outage, expected resolution time, and any compensation they may expect.
- Negative Media Coverage: In response to unfavorable or damaging media reports, a company might issue a press release to provide clarification, context, or a rebuttal to ensure their side of the story is heard.
- Controversial Events or Decisions: When a company’s actions, such as layoffs, closures, or strategic pivots, lead to public backlash or concern, a press release can help explain the rationale behind the decisions and the anticipated benefits.
- Public Health Issues: If a business is linked to a public health concern, like foodborne illness outbreaks, it’s crucial to communicate the steps being taken to address the issue and ensure public safety.
- Social Media Crisis: Viral social media incidents that cast the company in a negative light, whether through misunderstandings, inappropriate posts, or public backlash, often require a formal response through a press release.
- Merger and Acquisition Concerns: Addressing uncertainties or controversies surrounding mergers and acquisitions, particularly if there are significant concerns about job losses, cultural clashes, or market competition.
- Bankruptcy or Financial Distress: Announcing steps being taken to address financial instability, restructure debt, or enter into bankruptcy protection, along with plans for recovery.
- Supply Chain Disruptions: Communicating about disruptions that significantly impact product availability, such as natural disasters, geopolitical tensions, or labor strikes, and the measures being taken to mitigate these effects.
- Intellectual Property Disputes: When involved in high-stakes intellectual property lawsuits or disputes, companies may issue statements to clarify their position and the potential impact on their operations or products.
- Product Failures or Disappointments: Addressing the fallout from a product not meeting expectations or failing in the market, including steps to rectify the situation or compensate affected customers.
- Political or Regulatory Scrutiny: Responding to significant political or regulatory actions that impact the company, such as antitrust investigations, policy changes, or public statements by political figures.
- Ethical Violations: Disclosing violations of ethics or corporate governance principles within the organization and detailing the corrective actions and measures to prevent future violations.
- Terrorist Attacks or Security Threats: Communicating in the aftermath of a terrorist attack or serious security threat that impacts company operations, employees, or customers, outlining responses and support provided.
- Natural Disasters: Providing updates on the impact of natural disasters (earthquakes, hurricanes, floods) on operations, employees, and recovery efforts, especially for businesses with significant physical assets in affected areas.
- Health and Safety Violations: Addressing reports or findings of health and safety violations in the workplace, including remedial actions being taken and efforts to ensure compliance with regulations.
- Employee Misconduct: Handling incidents of misconduct by employees that gain public attention, detailing the company’s response, including investigations and disciplinary actions.
- Hostile Takeover Attempts: Responding to unsolicited or hostile takeover attempts, outlining the company’s stance, defense strategies, and communication with shareholders.
- Diversity and Inclusion Issues: Addressing controversies or criticisms related to diversity, equity, and inclusion within the company, including steps being taken to address concerns and improve.
- False Rumors or Misinformation: Correcting false rumors or misinformation spreading about the company, its products, or its employees, with accurate information to prevent damage to its reputation.
- Whistleblower Allegations: Responding to allegations made by whistleblowers regarding illegal activities, safety issues, or unethical practices, including the outcomes of internal investigations.
Why Issuing a Crisis Press Release is Oftentimes Better than Remaining Silent
In the digital age, where information spreads faster than ever, how a company responds to a crisis can significantly impact its reputation, customer loyalty, and long-term success. While the instinct is usually to remain silent and hope the issue fades away, experience and evidence overwhelmingly supports being proactive by issuing a crisis press release. Here’s why – crisis press releases help you:
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1. Control the Narrative
One of the primary advantages of issuing a crisis press release is the ability to control the narrative. Silence can easily be be seen as avoidance, fueling speculation, rumors, and misinformation, exacerbating the situation and damaging the company’s reputation. By speaking up, a company can provide accurate information, set the record straight, and guide the conversation in a more favorable direction.
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2. Demonstrate Transparency and Accountability
Transparency is a key component of trust. In times of crisis, stakeholders want to know what happened, why it happened, and what is being done about it. A well-crafted press release demonstrates a company’s commitment to transparency and accountability, showing that it takes the issue seriously and is working to resolve it. This openness is crucial for maintaining or rebuilding trust with customers, investors, and the public and can oftentimes enable the company to emerge from the crisis with a stronger public perception than they had going in.
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3. Mitigate Negative Impact
A crisis left unaddressed can spiral out of control, leading to a more significant negative impact on the company’s image and financial health. A prompt press release can help mitigate this damage by reassuring stakeholders that steps are being taken to address the issue. This communication can prevent stock prices from plummeting, customers from boycotting, and partners from severing ties.
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4. Legal and Regulatory Compliance
In certain situations, such as data breaches or financial misconduct, there may be legal or regulatory requirements to disclose the incident to affected parties or the public. Failure to comply can result in hefty fines, legal challenges, and further damage to the company’s reputation. A crisis press release helps the company meet its obligations and avoid additional legal complications.
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5. Facilitate Crisis Management<
Issuing a press release is a critical component of effective crisis management. It enables a company to outline its response, communicate what it is doing to prevent future occurrences and express empathy towards those affected. This structured response helps the company manage the crisis more effectively by organizing its approach and ensuring a consistent message across all channels.
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6. Preserve Long-term Reputation
A company’s response to a crisis can have lasting implications for its reputation. Organizations that respond quickly, responsibly, and transparently are often able to recover more effectively from a crisis, sometimes even emerging stronger. Silence, on the other hand, can lead to a tarnished reputation that takes years to rebuild—if it can be rebuilt at all.
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7. Show Leadership and Resolve
In times of crisis, leadership is under the microscope. Issuing a press release shows that the company’s leadership is taking charge, addressing the issue head-on, and committed to resolving the situation. This display of resolve can reinforce stakeholders’ confidence in the company’s management and its ability to navigate challenges.
While the temptation to remain silent during a crisis is understandable, the benefits of issuing a crisis press release far outweigh the risks.
By controlling the narrative, demonstrating transparency, mitigating negative impacts, and showing leadership, companies can navigate the stormy waters of a crisis more effectively.
Ultimately, how a company communicates during its worst moments can define its integrity, resilience, and character in the eyes of the world.
How to Write a Crisis Press Release – What to Include
- A clear and concise headline: This provides a summary of the crisis and the organization’s response.
- A dateline: The release date and location of the announcement.
- An introductory paragraph: This section briefly describes the crisis, including who, what, when, where, and why, if known.
- The body: Detailed information about the incident, the organization’s immediate actions, ongoing and future measures to address the situation, and any impact on services or operations.
- A statement from a high-ranking official: Quotes or statements from company leaders expressing concern, commitment to resolution, and steps towards prevention.
- Contact information: Details for media contacts or where the public and stakeholders can get more information.
- An about section: A brief overview of the organization, its mission, and values, reinforcing its commitment to stakeholders and ethical practices.
Crafting Your Press Release to Respond to a Crisis
Here are six templates you can use as the foundation for your press release:
Crisis Press Release Templates
These templates focus on different types of crises, to help you communicate the necessary information clearly and responsibly.
1. Product Recall Press Release Template
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Headline: [Company Name] Announces Voluntary Recall of [Product Name] Due to [Reason for Recall]
Subheadline: Immediate action taken to ensure consumer safety and maintain trust. [Date & Location] In our commitment to safety and transparency, [Company Name] is voluntarily recalling [Product Name], following [description of the issue, e.g., “reports of malfunctioning parts” or “potential contamination risk”]. This recall affects products distributed between [start date] and [end date], with the following identification numbers: [list numbers or range]. What You Should Do: For Consumers: If you have purchased the affected product, please [advice for consumers, e.g., “stop using it immediately,” “return it to the place of purchase,” etc.]. [Details on refunds, replacements, or repair options.] Our Response: [Details on the investigation, collaboration with regulatory bodies, or steps taken to identify and fix the issue.] For More Information: Customers and partners can contact [Company Name]’s customer service at [contact information] or visit [website] for updates and further instructions. About [Company Name]: [Brief description of the company, its mission, and commitment to safety and quality.] [Company’s media contact information] |
2. Data Breach Notification Press Release Template
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Headline: [Company Name] Responds to Data Security Incident
Subheadline: Immediate actions undertaken to protect affected individuals and secure data. [Date & Location] [Company Name] recently discovered a data security incident that may have compromised personal information of [number] of our customers/users. Upon discovery, we took immediate steps to secure our systems, and an investigation is currently underway, conducted with the assistance of leading cybersecurity experts. What Information Was Involved: [Details on the type of information that was potentially accessed or acquired.] What We Are Doing: [Measures taken to address the breach, such as engaging cybersecurity experts, working with law enforcement, and enhancing security measures.] [Information on free credit monitoring or identity theft protection services offered to affected individuals.] What You Can Do: [Steps individuals can take to protect themselves, such as monitoring their account statements and credit reports, changing passwords, etc.] For More Information: We understand the importance of your personal information and are committed to protecting your privacy. For questions or additional support, please contact [contact information]. About [Company Name]: [Brief description of the company, its values, and its commitment to privacy and security.] Contact: [Company’s media contact information] |
3. Environmental Incident Response Press Release Template
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Headline: [Company Name] Addresses Environmental Incident at [Location]
Subheadline: Immediate action and long-term measures implemented to mitigate impact and prevent recurrence. [Date & Location] [Company Name] is addressing an environmental incident that occurred at [specific location or facility], involving [brief description of the incident, e.g., “a chemical spill” or “an emission of pollutants”]. We are working closely with local authorities, environmental agencies, and third-party experts to assess the impact and undertake necessary remediation efforts. Immediate Response: [Details on the immediate actions taken following the incident, such as containment measures, cleanup efforts, and safety precautions.] Investigation and Remediation: [Information on the investigation into the cause of the incident and steps being taken to remediate the impact on the environment and local communities.] Commitment to Sustainability: [Details on the company’s environmental policies, sustainability efforts, and measures being implemented to prevent future incidents.] For More Information: We are committed to transparency and will continue to provide updates as more information becomes available. For inquiries or concerns, please contact [contact information]. About [Company Name]: [A brief introduction to the company, its commitment to environmental stewardship, and its role in the community.] Contact: [Company’s media contact information] |
4. Service Outage Notification Press Release Template
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Headline: [Company Name] Addresses Unplanned Service Outage, Committing to Swift Resolution
Subheadline: Immediate actions taken to restore services and ensure reliability. [Date & Location] [Company Name] experienced an unplanned service outage on November 2024., affecting [services/products] across [regions/areas]. We understand the critical importance of our services to our customers and are working tirelessly to restore full functionality. What Happened: Brief explanation of the cause of the outage (if known) or that the cause is currently under investigation. Current Status: Latest updates on service restoration efforts and any services that have been restored. Our Response: Details on the steps being taken to address the outage, including mobilization of technical teams and external experts (if applicable). Information on any workarounds or alternative services customers can use in the interim. Next Steps: Outline of the plan for fully restoring services and any upcoming communications customers can expect. For More Information: Customers seeking further information or assistance can contact [contact information] or visit our dedicated [service outage page/FAQ]. About [Company Name]: [Brief description of the company and its commitment to service reliability and customer support.] Contact: [Company’s media contact information] |
5. Financial Misconduct Response Press Release Template
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Headline: [Company Name] Takes Decisive Action in Response to Financial Misconduct Findings
Subheadline: Transparency, accountability, and immediate corrective measures prioritized. [Date & Location] [Company Name] has recently become aware of allegations of financial misconduct within our organization. We take these allegations extremely seriously and have initiated a comprehensive internal investigation with the support of independent financial and legal experts. Preliminary Findings: Summary of what the investigation has uncovered thus far, without compromising confidentiality or legal processes. Our Response: Steps taken in response to the findings, such as suspension of involved parties, complete financial audit, implementation of tighter financial controls, and cooperation with regulatory bodies. Commitment to ethical conduct and the measures being taken to reinforce this commitment across the company. Looking Forward: Plans for a full review of financial practices and policies. Commitment to transparency with stakeholders about the findings and the steps being taken to address the issue. For More Information: We understand the importance of trust and transparency, particularly in challenging times. For further inquiries, please contact [contact information]. About [Company Name]: [A brief introduction to the company, its values, and its commitment to ethical practices.] Contact: [Company’s media contact information] |
6. Workplace Incident Response Press Release Template
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Headline: [Company Name] Responds to Workplace Incident, Ensuring Safety and Support
Subheadline: Immediate actions and ongoing support for affected individuals. [Date & Location] A serious incident occurred at [location/facility] on November 2024., which [briefly describe the nature of the incident, such as “resulted in injuries to several employees” or “led to a temporary evacuation”]. Our primary concern is the safety and well-being of our employees and anyone affected. Immediate Response: Actions taken immediately following the incident, such as providing medical attention to those injured and securing the area. Investigation and Support: Information on the investigation into the cause of the incident and measures being taken to prevent future occurrences. Details on support services being offered to affected employees, such as counseling and medical care. Commitment to Safety: A reaffirmation of the company’s commitment to maintaining a safe work environment and the steps being taken to review and enhance safety protocols. For More Information: We are committed to transparency and supporting our employees through this difficult time. For more information, please contact [contact information]. About [Company Name]: [A brief overview of the company, emphasizing its commitment to employee safety and well-being.] Contact: [Company’s media contact information] |
The Importance of Using a Press Release Distribution Company for Crisis Communications
In the midst of a crisis, the ability of an organization to communicate effectively and efficiently can significantly influence the outcome and long-term impact of the event. Utilizing a press release distribution company, like eReleases.com, becomes a strategic choice, enhancing the reach and impact of your crisis press releases. Here’s why it is important to use a quality press release distribution service in times of crisis:
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1. Immediate and Wide Reach
A quality press release distribution company has established networks and relationships with a wide array of media outlets, including newspapers, online platforms, television, and radio stations, both locally and globally. By leveraging these channels, organizations can ensure that their message is disseminated quickly and broadly, reaching stakeholders, the public, and the media within hours. This rapid, wide distribution is critical in a crisis situation where time and accurate information dissemination are of the essence.
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2. Targeted Distribution
Quality press release distribution services offer the ability to target press releases to specific industries, geographical locations, and demographics. This targeted distribution ensures that the message reaches the most relevant media and their audiences, including those most affected by the crisis or those who play a crucial role in the resolution and recovery process. Tailoring the distribution can lead to more effective communication and a better understanding of the situation among key stakeholders.
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3. Credibility and Professionalism
Utilizing a professional distribution service can lend credibility and professionalism to the organization’s communication efforts. Media outlets may be more likely to publish or broadcast a press release that comes through a recognized distribution network, recognizing it as a legitimate and newsworthy source. In a crisis, establishing and maintaining credibility is paramount to managing the situation effectively.
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4. SEO Benefits and Online Visibility
Quality press release distribution companies often ensure that your content is optimized for search engines, increasing the visibility of your message online. This optimization includes incorporating relevant keywords, meta descriptions, and titles that improve the press release’s ranking in search engine results. Enhanced online visibility ensures that when stakeholders search for information about the crisis, they find the organization’s official statements, reducing the spread of misinformation.
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5. Analytics and Feedback
Many distribution services provide analytics and feedback on the reach and impact of your press release. This data can be invaluable for understanding how the message is being received, which geographical areas or demographics are engaging with it, and how it’s being shared across social media and other platforms. Such insights can inform ongoing crisis management strategies and adjustments to communication efforts in real-time.
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6. Cost-Effectiveness
Compared to the potential costs associated with a poorly managed crisis—loss of customer trust, legal repercussions, or lasting damage to the brand’s reputation—the investment in a press release distribution service is extremely cost-effective. Services like eReleases.com can maximize the impact of your communication efforts, helping to mitigate the crisis more efficiently and potentially saving the organization from more significant financial losses in the long run.
I hope that these examples are useful to you. I know that it often helps to see examples from companies in many industries. There are many many examples from all sorts of industries below.
What Are You Announcing? Examples and Templates by Type of Press Release
- Launching a New Product
- Launching a Product Improvement
- An Event
- A Grand Opening
- Achievement of a Major Milestone
- Receipt of an Award or Recognition
- A New Hire or Promotion
- Dealing with a Crisis
- A Partnership With Another Organization
- An Acquisition or Merger
- Social Cause Activities
- Release of a New Book
- Political Campaign Activities
- Music-Related Announcement
- School/University Announcements
- Media, Network, and Local Station Announcements
- Nonprofit Announcements
- Announce an Art Exhibition
- Press Release for A Movie
Press Release Examples Across Several Industries
Finally, here are some tips and training to help you write an amazing press release:
Additional Press Release Resources
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Directory of Examples & Templates
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What is a Press Release?
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Click for Press Release Template & Format (including a blank press release example)
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Click to Learn How to Format a Press Release (+ Free Template and 80+ Examples)
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Click to Learn How to Write a Press Release
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Click to Learn How to Submit a Press Release
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To Write a Press Release Yourself or Not?
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80+ Example Press Releases
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Of course, you could always have us write and distribute your release — starting at a special combination price for new customers. Click here – Press Release Writing
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