New Client Press Release Writing Guide: Templates & Examples

Key Takeaways

• Press releases remain a powerful tool for businesses when written with the correct structure, including essential elements like compelling headlines, datelines, and boilerplate information.
• The ideal press release length is 300–500 words with short paragraphs and bullet points to enhance readability for busy journalists.
• Timing your press release distribution is crucial – Tuesday through Thursday mornings typically yield the highest engagement rates.
• Following specific formatting guidelines dramatically increases the chances of your press release being picked up by media outlets.
• AmpiFire transforms press releases into 8 content formats distributed across 300+ platforms, delivering guaranteed multi-channel visibility and better ROI compared to traditional wire services.

The Power of Effective Press Releases 

A well-crafted press release can be the gateway to valuable earned media coverage. When written effectively, press releases provide journalists with newsworthy information in a format that’s easy to understand and repurpose. This increases the likelihood of your story being picked up, amplifying your new client announcement to relevant audiences.

However, a traditional press release alone rarely generates significant coverage. Modern PR professionals understand that press releases must be part of a larger, integrated communications strategy. 

Supplement your press release with multimedia assets like high-resolution images, infographics, or video clips that make it easier for journalists to tell your story visually. These additional resources significantly increase the likelihood of coverage, especially for online publications.

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New Client Press Release Fundamentals That Get Media Attention

Essential Elements Every Press Release Must Include

Every effective new client press release contains several standard components that journalists expect to see. These elements create a familiar structure that makes it easy for media professionals to scan for relevant information. They include: 

• Compelling headline (under 10 words)
• Informative subheadline (optional)
• Dateline (city, state, date)
• Strong lead paragraph answering the 5 W’s
• 2–3 body paragraphs with supporting details
• Relevant quotes from key stakeholders
• Boilerplate (company description)
• Contact information for media inquiries

The Perfect Press Release Structure

The structure of your press release should follow the inverted pyramid style of writing. The most important information appears at the beginning, with supporting details following in descending order of importance. This allows journalists to quickly grasp the core story, even if they only read the first paragraph.

Always end your press release with the boilerplate—a standardized paragraph that describes your company, its mission, and key facts. This saves journalists time researching basic information about your organization. Finally, include clear contact information for the media relations person who can answer follow-up questions.

Common Mistakes That Get Press Releases Trashed

Understanding what not to do is just as important when crafting press releases. The fastest way to the deletion folder is writing something that reads like an advertisement rather than news. Journalists are looking for newsworthy stories, not promotional material.

Avoid hyperbolic language like “revolutionary,” “game-changing,” or “best-ever” without substantial evidence to back these claims. Never bury the lead – state the most important information upfront. And always proofread meticulously, as typos and grammatical errors signal unprofessionalism and may cause journalists to question your attention to detail in other areas.

2 Press Release Templates for Different Client Scenarios

1. Company Announcement of New Client Template

Company announcements cover a broad range of news items including new clients, mergers, acquisitions, partnerships, leadership changes, or significant milestones. This template structure emphasizes the business impact and strategic importance of your announcement while providing context about why it matters to stakeholders.

FORMAL ANNOUNCEMENT: NEW CLIENT ACQUISITION

FOR IMMEDIATE RELEASE
[Date]

[Your Company Name] Announces Partnership With [Client Name]

[Your Company Name] has added [Client Name] to its client roster, strengthening its position in [industry/sector] and advancing its strategy in [market/region].

Why It Matters

This partnership will:

• Extend our presence in [market/region]
• Support [key strategic objective]
• Align us with a respected leader in [client’s sector]

Engagement Details

Beginning [start date], we will deliver [scope of services] with expected outcomes including:

• [Outcome 1]
• [Outcome 2]
• [Outcome 3]

Leadership Comment

“[Short, strong statement on the significance of the partnership.]”
— [Name, Title]

About [Your Company Name]

[1–2 sentence company description.]

About [Client Name]

[1–2 sentence client description.]

Media Contact

[Name] · [Title]
[Email] · [Phone]
[Website]

2. New Product or Service Launch Template

A product launch press release should highlight what makes your offering unique and why it matters to your target audience. Focus on the problem it solves, key features, availability date, and pricing information if appropriate. This template follows the standard press release format while emphasizing the elements most important for product announcements.

FOR IMMEDIATE RELEASE

[COMPANY NAME] Launches [PRODUCT/SERVICE NAME] to [SOLVE SPECIFIC PROBLEM]

[Subheadline that highlights key benefit or unique selling proposition]

[CITY, STATE, DATE] — [Company Name] today announced the launch of [Product/Service Name], a [brief description] designed to [solve specific problem] for [target audience]. Available starting [launch date], [Product Name] helps customers [primary benefit] while [secondary benefit].

[Second paragraph with more product details, features, specifications]

“[Quote from company executive about why this product matters],” said [Name], [Title] at [Company].

[Paragraph about pricing, availability, where to purchase]

For more information about [Product/Service], visit [website/landing page URL].

About [Company Name]:
[Standard boilerplate with company information]

Media Contact:
[Name]
[Phone]
[Email] 

Real-World Example That Generated Media Coverage

Moderna’s COVID-19 vaccine and collaboration press releases demonstrate how to effectively communicate complex scientific information and collaborations in an accessible format. The releases often lead with the most newsworthy element, before providing supporting data and methodology information.

Their structure includes clear sections with headers that makes it easy for journalists to navigate technical information. Quotes from both the company CEO and lead scientists provide both business and scientific perspectives on the importance of their collaborations and developments.

Distribution Strategies That Maximize Your Press Release Impact

Timing Your Release for Maximum Visibility

Strategic timing significantly impacts a press release’s performance. The conventional wisdom of sending releases early in the week (Tuesday through Thursday) between 8–10 am still holds true for many industries, as it aligns with editorial planning cycles. 

However, the ideal timing can vary based on your specific industry, news type, and target media outlets. Whatever timing you choose, ensure your team is available for follow-up questions when the release goes out.

Targeting the Right Media Contacts

Building relationships with the right media contacts is crucial for press release success. Research journalists who regularly cover your industry or topic area and customize your outreach accordingly. Look at their recent articles to understand their interests and writing style before pitching.

Remember, relevance trumps volume. It’s better to reach 10 journalists who genuinely care about your news than 100 who don’t. When reaching out, include a personalized note explaining specifically why their audience would find your announcement valuable.

Where Traditional Press Release Distribution Fails

While traditional press releases were the major way to reach a majority of your audience in the past, a traditional press release alone rarely generates significant coverage. The fundamental problem is distribution and reach—even the most expertly written press release sent to a targeted media list reaches only a fraction of potential audiences. 

Journalists receive hundreds of releases daily, and most never get opened, let alone covered. This creates a critical gap between creating quality content and actually achieving meaningful visibility. Additionally, your target audience aren’t just reading traditional news sites, they’re watching videos on YouTube, listening to podcasts on Spotify, scrolling through Pinterest for inspiration, and consuming content across dozens of specialized platforms throughout their journey.

Hence just traditional distribution channels are no longer enough. A comprehensive distribution approach ensures your message appears wherever potential customers are searching, researching, or browsing—and that’s where AmpiFire comes in.

How AmpiFire Amplifies Your Client Announcements Beyond Traditional Press Release 

AmpiFire’s AmpCast AI platform takes your client announcement and repurposes it into 8 distinct content formats; news articles, blog posts, interview podcasts, videos, video shorts, infographics, slideshows, and social posts, then automatically distributes them across 300+ high-authority platforms including Google News, YouTube, Spotify, Pinterest, FOX affiliate sites, and major industry publications. 

This comprehensive approach guarantees your client’s news appears across search engines, social media, video platforms, and podcast directories, eliminating the uncertainty of whether journalists will cover your story. Instead of spending hours crafting the perfect pitch and following up with media contacts who may never respond, you gain immediate multi-platform visibility while freeing your team to focus on client strategy and relationship building rather than repetitive content creation tasks. 

When your target audience encounters your announcement across multiple trusted platforms simultaneously, it builds credibility and authority far more effectively than a single press release could achieve. 

Get seen, get clicks, get results. Start amplifying with AmpiFire.

Frequently Asked Questions (FAQs)