There’s a common misconception that press releases are outdated, overly corporate or only worth writing when a company has groundbreaking news to share. need to be heavy on buzzwords and jargon to stand out and sound sophisticated. Unfortunately, that’s one of the quickest ways to lose your audience’s interest and attention. Do yourself a favour: ditch the clichés and stick to plain, simple language for absolute clarity. We’ve listed the best press release examples that do the exact opposite.
The key is relevance. The strongest press releases are clear, timely and easy to understand. They avoid unnecessary jargon, get to the point quickly and give readers a reason to care. Whether it’s a product launch, acquisition or corporate update, the focus should always be on the reader experience.
To show you what we mean, here are 10 outstanding press release examples from 2026 with our analysis of what makes them stand out.
10 Best Press Release Examples & What Makes Them Great
1. Canva
Headline: Introducing Canva AI 2.0: Reimagining how the world creates
What it’s about: Canva’s launch of Canva AI 2.0, a major product update designed to help users move from idea to finished creative work in one platform.
What’s great:
- The headline is bold and benefit-led. Rather than focusing on the technology, Canva positions the update around creativity and how people work.
- The release opens with a clear TL;DR section, making it easy for readers and journalists to understand the announcement at first glance.
- Canva does a great job explaining technical AI features in a simple, user-friendly language, including new tools for design, content creation, coding, spreadsheet and brand workflows.
- The release balances wider company visions with practical product details, helping readers understand why the launch matters and how the tools can be used.
- As an Australian-founded global brand, Canva provides a strong example of how to communicate innovation on an international level.
2. Apple
Headline: Apple unveils new accessibility features, and updates powered by Apple Intelligence
What it’s about: Apple’s announcement of new accessibility features and updates supported by Apple intelligence across its products and services.
What’s great:
- This media release is a strong example of purpose-led innovation. Apple connects its product updates to accessibility, inclusion and everyday user experience.
- The headline communicates the product focus and the broader technology angle through Apple Intelligence clearly.
- The release explains each feature in a practical way, showing how tools such as VoiceOver, Magnifier, Voice Control and Accessibility Reader can support users.
- The announcement does not feel overly technical as Apple has kept the focus on people and how the updates can improve daily life.
- The release also includes strong supporting detail, which helps readers understand the scale and relevance of the accessibility updates.
3. Nike SKIMS
Headline: NikeSKIMS debuts first head-to-toe system of dress with the spring ’26 collection
What it’s about: The launch of NikeSKIMS Spring ’26 Collection, a fashion and performance collaboration inspired by the modern ballerina, featuring apparel, accessories and footwear.
What’s great:
- The headline is direct and clearly positions the collection as more than just a standard product drop. It builds an emotional story around femininity and confidence.
- NikeSKIMS uses the phrase “head-to-toe system of dress” to give the collaboration a stronger identity and make the launch feel purposeful.
- The release includes very strong visual appeal of a diverse range of women wearing the products, which is crucial for a fashion and lifestyle announcement.
- Celebrity involvement including LISA of Blackpink adds a clear cultural link and helps increase media interest.
- This is a strong example of how a brand collaboration can be presented as a bigger lifestyle moment, rather than just a new collection.
4. McDonald’s
Headline: McDonald’s laces up with basketball star Devin Booker to debut the Nike Book 2 McDonald’s Sneaker
What it’s about: McDonald’s collaboration with NBA star Devin Booker and Nike to launch a limited-edition Nike Book 2 McDonald’s sneakers
What’s great:
- The headline is playful and immediately tells reader who is involved in the collaboration: McDonald’s, Devin Booker, and Nike.
- The release combines numerous strong media hooks by combining basketball, sneaker culture, celebrity, nostalgia and limited-edition products.
- McDonald’s gives the campaign a meaningful backstory by connecting Booker’s own basketball journey to the brand’s McDonalds’ All-American Legacy.
- The media release has a very clear call to action, directing fans right participate through the McDonald’s app.
- This release is an excellent example of a press release that supports creative brand storytelling and customer engagement.
5. Samsung
Headline: Samsung Australia releases its largest capacity bespoke AI laundry combo, advancing all-in-one laundry solutions
What it’s about: A press release about Samsung Australia’s launch of its largest capacity Bespoke AI Laundry Combo, Advancing All-In-One Laundry Solutions.
What’s great:
- The headline clearly communicates the product news while highlighting the key selling point: Samsung’s largest capacity all-in-one laundry solution.
- The release is packed with practical product details, including washer and dryer capacity, AI-powered features and energy efficiency.
- Samsung localises the announcement for Australian consumers, making the release considerably more relevant to its target audience.
- The media release makes strong connections between product features and everyday household needs, such as saving space, time, and energy.
- Samsung’s press release provides a useful example of how to make a consumer product launch feel practical rather than overtly promotional.
6. Qantas
Headline: Qantas puts more than 2 million seats on sale across top regional destinations and capital cities
What it’s about: Qantas’ announcement of more than 2 million discounted seats across domestic and regional routes.
What’s great:
- The punchy headline gets straight to the point by leading with a strong number: more than 2 million seats on sale.
- Qantas transforms a promotional offer into a newsworthy travel announcement by focusing on scale, timing and route variety.
- The release gives readers the practical information they need quickly such as fare prices, travel periods and available destinations.
- The regional travel angle adds additional relevance especially for Australian audiences looking for affordable domestic travel.
- Strong example of how a sales-focused announcement can still work as a high-traffic generating media release when the offer is timely and defined clearly.
7. eBay
Headline: eBay rejects unsolicited proposal from GameStop
What it’s about: eBay’s formal rejection of an unsolicited, non-binding acquisition proposal from GameStop.
What’s great:
- eBay’s headline is short and clear, leaving no room for ambiguity. It gives the release an immediate sense of confidence and makes the company’s position clear from the outset
- eBay includes the actual board response letter, providing readers (particularly investors, media and stakeholders) direct access to the company’s position.
- The release is both factual and controlled, which is crucial for investor relations and corporate communications.
- Rather than allowing speculation to build, eBay leverages the press release to explicitly explain its decision and reinforce confidence in its standalone energy.
- This is a compelling example of a press release that was used to manage a corporate narrative in an exceedingly high-stakes situation.
8. Unilever
Headline: Unilever to acquire U.S. Greens Supplements company Grüns
What it’s about: Unilever’s announcement that it will acquire Grüns, a U.S. vitamins, minerals and supplements brand.
What’s great:
- The headline is simple and very self-explanatory, making the purpose of the announcement clear from the start.
- The release explains the strategic value of the acquisition, rather than treating it as a one-off business update.
- Unilever provides enough background on Grüns making the brand’s strategic appeal clear without overloading the release with detail.
- This is a great example of acquisition communication done well. Unilever avoids making readers search for the significance of the deal by explaining what happened, why it matters, and where Grün fits within the company’s broader strategy.
9. Microsoft
Headline: Microsoft announces $5.5 billion spend and new Microsoft Elevate programs to support every tertiary student, educator, and nonprofit to power Singapore’s AI future.
What it’s about: Microsoft’s announcement of major AI and cloud investment in Singapore, alongside new AI access and training programs for students, educators, and nonprofits.
What’s great:
- Although the headline is relatively long, it clearly captures the scale of the announcement and its public-interest angle.
- The $5.5 billion figure gives the press release immediate weight and news value.
- Microsoft connects the investment to Singapore’s future with AI, making the announcement relevant beyond the company itself.
- The release balances infrastructure investment with community impact through its focus on students, educators, and nonprofits.
- This press release is a notable example of how a technology company can frame an investment announcement around upskilling, accessibility, and innovation.
10. Airbnb
Headline: 2026 Summer Release: Now there’s even more to Airbnb
What it’s about: Airbnb announced its 2026 Summer Release, introducing new features designed to expand what users can book through the platform.
What’s great:
- Airbnb’s headline is simple and inviting, positioning the announcement as an entire brand expansion rather than just a product update.
- The release communicates a shift in the platform’s core function, moving beyond accommodation and becoming a comprehensive travel and lifestyle service.
- It groups multiple product updates under one umbrella theme, making a large announcement easier for readers to comprehend.
- Airbnb adds a timely cultural hook by implementing FIFA World Cup 2026 Experiences, giving the release greater relevance and media appeal.
- This press release demonstrates the value of leveraging global trending events to make a product update feel timely and culturally relevant. It also emphasises why brands need to adapt their products as new moments emerge.
Create Your Own Press Release Template
Now that we’ve explored the best press release examples and what makes them stand out, one thing is clear. Writing a strong press release does not need to be complicated! It simply needs to inform readers on what happened, why it matters and what they should do next.
Here are the essential components to include when creating your own engaging press release:
1. Headline
If you want your target audience to click on the headline, it needs to convey the gist of the press release in a few simple words. Focus on the key message of the announcement and articulate it in the simplest way possible.
2. One-liner summary
Next, provide a bit more detail while still keeping it short and concise. Think of this as the elevator pitch for your press release. This line should quickly tell the reader whether the news is of interest to them.
3. Date and location
This is the date the press release is scheduled to go out. The location tells readers where the event is taking place or where your organisation is based.
4. Intro paragraph
Expand on the summary by answering the ‘who’, ‘what’, ‘where’, ‘when’, why’, and ‘how’ questions. Always remember to present the most important and interesting information first before delving into the finer details or less important facts.
Also known as the funnel technique in writing, this approach draws readers in with a hook (the headline), and builds on that initial interest by providing more detail in gradual increments so as not to overwhelm the reader, ensuring they stay engaged throughout.
5. Secondary points or supporting info
To add context, provide the latest data and statistics relevant to your industry. This reinforces your brand credibility while providing external sources of information. Where possible, use multimedia content and visual elements to enhance the reader experience. In 2026 reader experience matters more than ever, and strong visuals can make release much easier to understand and publish.
6. Additional details if relevant
Depending on the purpose of your press release, you might need to provide further details (e.g. in the case of mergers and acquisitions or product launches). To prevent the press release from being too wordy and overwhelming, break up the content using bolded sub-headings, short paragraphs, and bullet points where appropriate. The goal is to make the information easy to find. Do not make your readers search for the most important details.
7. Quotes by management
Offer additional insight with informative quotes by the company’s leadership team, spokespeople or relevant partners. A good quote should add something meaningful to the release. It should explain the significance of the announcement, provide a human perspective or reinforce the company’s broader vision.
8. Closing paragraph
Finally, end the press release with a clear call-to-action, for example by clicking on a link for further information or to pre-order a product, etc. It’s also good practice to end with “###” so journalists and readers know they’ve reached the end of the release.
9. Contact info
Always include contact info for both media and general enquiries.
10. Boilerplate summaries
This acts as a short ‘About Us’ introduction for journalists and readers who might not be familiar with your company or your business associates featured in the press release.
We hope these diverse press release examples along with the easy-to-customise template provide inspiration and fresh ideas for your next announcement.
Need help crafting a must-read press release for an upcoming launch, event or PR campaign? Talk to us for consultation and advice on making your next event or campaign a success!