Press release
press reh-LEES
A formal written announcement distributed to media outlets about company news.
A press release is a formal announcement sent to journalists and media outlets about company news. It follows a standardized format: headline, dateline, lead paragraph (who, what, when, where, why), supporting quotes, and boilerplate company description.
In B2B tech, press releases serve two audiences. The first is journalists who may write a story as part of your PR strategy. The second is search engines and AI systems that index the release directly. A well-written press release can rank for branded queries and appear in AI-generated answers about your company.
Most press releases are not newsworthy. The bar for what constitutes real news is higher than most companies think. A new feature is not news. A major customer win, a significant funding round, a category-defining partnership, or a genuine industry milestone is news.
Examples
A company closes a $50M Series C.
The press release leads with the funding amount, names the lead investor, states the company's ARR growth, and explains what the funding will be used for. It is distributed via PR Newswire and pitched exclusively to three target reporters 48 hours before the wire date.
Two companies announce a strategic partnership.
The joint press release explains what the integration does, includes quotes from both CEOs, names three joint customers, and provides specific metrics about shared customer value. Both companies distribute it simultaneously.
A company wins a large enterprise deal.
The case study press release (with customer approval) names the customer, describes the problem, and quantifies the results. The customer's CTO provides a quote. This is more credible than any self-promotional announcement.
In practice
Press release template
FOR IMMEDIATE RELEASE [HEADLINE: Action verb + what happened + why it matters] [Subheadline: One sentence expanding on the headline] [CITY, STATE] - [DATE] - [Company name], [one-line company description], today announced [what you are announcing]. [Paragraph 2: Why this matters. What problem does it solve? Who benefits?] [Paragraph 3: Details. Product specifics, partnership terms, key features.] "[Quote from your executive - make it say something substantive, not corporate fluff]," said [Name], [Title] at [Company]. [Paragraph 4: Customer or partner quote, if applicable.] "[Quote from customer/partner]," said [Name], [Title] at [Company]. [Paragraph 5: Availability, pricing, or call to action.] About [Company Name] [Company boilerplate: 2-3 sentences about what the company does, founded date, key facts.] Media Contact: [Name] | [Email] | [Phone]
Read more on the blog
Frequently asked questions
Are press releases still relevant?
Yes, but their function has changed. Fewer journalists read wire services directly. Press releases now serve as official records of company news, SEO assets, and source material for AI systems. They complement direct media outreach.
How long should a press release be?
400-600 words. Lead with the most important information in the first paragraph. Include one or two quotes. End with the company boilerplate. If you need more than 600 words, you are probably trying to say too many things in one release.
Related terms
Public relations: managing how a company is perceived through media and public communication.
Engaging with industry analysts who influence enterprise buying decisions.
The extent to which your target audience recognizes your brand. Measured as aided (prompted) or unaided (unprompted) recall.
A coordinated go-to-market effort to announce and drive adoption of a new product or feature.
Want the complete playbook?
Picks and Shovels is the definitive guide to developer marketing. Amazon #1 bestseller with practical strategies from 30 years of marketing to developers.