How to build a press release. See example and template here

Do you need inspiration for writing a press release?
Then take a look here, where we’ve created a template and an example.
Send the press release as text in an email – PDFs are a relic from the 90s that require an extra click to open for journalists, and it’s a hassle to copy out the text.
They don’t want to do that.

Send the press release as text in an email – PDFs are a relic of the 90s, requiring an extra click to open for journalists, and copying out the text is a hassle. They don’t want to do that.

Press release template:

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[Pressemeddelelse | Sted & tidspunkt]

Headline – preferably no more than eight words

Subheading that elaborates on the headline in preferably no more than 1-3 lines.

In other words – and without repetition – summarize the story and elaborate on the subheading with details such as specific names of organizations or people and their titles involved (2-5 lines).

“[INDSÆT CITAT PÅ HOVEDKILDE]”, says [NAVN], which is [TITEL] at [NAVN PÅ ORGANISATION].

Transition line a la: [NAVN] have experienced being in a similar situation / have tried the solution that has [KONKRET GEVINST]

Transition line a la: An expert in [BRANCHE/FAGOMRÅDE] also agrees/disagrees with this…:

– [CITAT OM FX TENDENSEN], says [NAVN], who is an expert in [BRANCHE/FAGOMRÅDE] and works daily as [TITEL].

Bonus info that either puts the content of the article into perspective or explains when something significant happens in relation to the news. the news next time, where the organization was founded or similar. 1 line.

More quotes
Quote + name and contact info

Press photos: [INDSÆT VEDHÆFTNINGER ELLER DROPBOX-LINK]

Facts
Any other facts about the topic in the article.

About [NAVN PÅ ORGANISATION]
Text that briefly explains the organization/company, its purpose/services, when it was founded, who the owners are, number of employees, etc. – Preferably in bullet points if it makes sense.

Press release example:

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[Fictitious press release | Copenhagen, April 18, 2024]

Danes can now see bathing conditions across the country

Two young entrepreneurs have launched a platform where Danes can view and comment on bathing conditions at beaches, ports and lakes.

The 20-year-old entrepreneurs Jens Hansen and Hans Jensen, in collaboration with the insurance company TRØGG, have developed and launched ‘Badeforhold.dk’, where lifeguards and Danes can get and provide information on everything from temperature, warnings and swimming tips on wherever you might want to jump into the water.

– We are bathing enthusiasts and have always felt that there was a lack of a unified platform for bathing conditions, says Jens Hansen, CEO and co-founder of Badeforhold.dk.

Kirsten Rasmussen is a winter swimmer and lifeguard and is pleased with the young boys’ initiative.

– Now I can see and report every morning if the water is good for swimming and who else from the club is planning to show up the next morning because they also use the platform,” she says.

Expert in bathing conditions from TRØGG confirms the trend that Danes have become more aware of avoiding bathing accidents.

– Since the algae invasion and several drowning accidents last year, we have seen an increasing interest from Danes to know the bathing conditions, and this platform can help avoid accidents and illness, says Ulrik Thomsen, who works as a consultant at TRØGG.

Last year, 2,000 Danes got diarrhea from bad bathing water. Badeforhold.dk has already gathered 100,000 users.

Press photos: www.fake-dropbox-link.dk

Facts
Every year, X number of Danes show up in vain at lakes that they would otherwise like to swim in.

About Badeforhold.dk
Text that briefly explains the organization/company, its purpose/services, when it was founded, who the owners are, number of employees, etc. – Preferably in point form if it makes sense.

Want to make sure your press release makes it into the media?

At Kemp & Kjær, we can help you with strategy, creative angles, writing and/or sending out your press release, so you are sure to hit the mark. We have a very high hit rate and have pitched thousands of journalists over the years, who often tell us that they are happy with our very concrete, easy-to-read and targeted story suggestions.

We can also offer to send out via Ritzau if your press release matches their quality requirements.

Curious about how we can get your press release in the media? Then give Mark Kjær a call on +45 4142 3635 or write to mark@kempkjaer.dk.

Contact Mark Benfeldt Kjær
mark@kempkjaer.dk | +45 4142 3635