Sample Press Release #1: Non-Profit Sector
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FoodShare Ireland supports local communities through food redistribution and anti-poverty programmes.
Organisation: FoodShare Ireland (imaginary)
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Context: FoodShare Launches New "No Waste, Full Plates" Initiative to Tackle Food Insecurity and Food Waste Across Dublin
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Tone: Compassionate, grounded, community-focused
What I did: I wanted to capture a tone that was honest and hopeful, one that balances organisational credibility with human warmth. This press release blends clarity, compassion, and urgency in a conversational yet professional tone. It was designed to engage both media and community audiences, highlighting both the structural issue (food waste) and the human stories behind food insecurity.
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Structure:
1. Header Information
2. Headline (Strong + Newsworthy)
A clear, engaging headline that captures the essence of the announcement.​
3. Lead Paragraph (The What, Who, and Why Now)
The most important facts: what’s happening, who’s doing it, and why it matters.
(Launch of the campaign, its goals: fighting food waste + feeding families, and scale: 5,000+ families).
4. Supporting Paragraphs (Details, Impact, Context)
Provides context and elaborates on the problem and solution.
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5. Quotes
One or more humanising, insightful quotes from key stakeholders or spokespeople, including: the Executive Director quote (big-picture vision).
The Programme Manager quote (practical implementation), and the Communications Officer quote (campaign narrative + emotional resonance).
6. Call to Action
Encourages public or business involvement (volunteering, donating, etc.).
Points readers to website or resources (e.g. toolkits, sign-up forms).
7. Closing Info / Contact Details
Who to contact for more info or media enquiries. Includes name, role, email, phone number.
Sample Press Release #2: Tech Sector
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Aisling Tech is a Dublin startup making admin easier for small businesses with simple, no-fuss digital tools. Founded in 2022, the team builds software that saves time and cuts hassle.
Organisation: Aisling Tech (imaginary)
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Context: Aisling Tech announces its expansion into two new European markets.
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Tone: Confident, down-to-earth, and people-focused.
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What I did: I drafted this press release to reflect a warm, no-nonsense tone with strong editorial flow. The structure follows best practices in media relations, balancing newsworthiness with brand personality.
Structure:
1. Header Information
2. Headline (Short, factual, and to the point, ideal for media pickup)
“Dublin Startup Expands Operations into Germany and the Netherlands”
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3. Lead Paragraph (The What, Who, When and Where)
Introduces who (Aisling Tech), what (expanding), where (Germany and the Netherlands), and when (this spring), and sets the context and stakes without fluff.
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4. Company Background / Mission
Explains what Aisling Tech does in plain language: “no-fuss digital solutions” that automate “the boring stuff.” Adds early history and tone-of-voice through phrases like “compact team” and “tools that actually work.”
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5. Founder's Quote
A quote from CEO Dara O’Connell, adding authenticity and strategic intent, and emphasising customer-first growth and practical values.
6. Expansion Details
Gives real context: 12-month pilot, Amsterdam-based team, partnership plans.
Signals that this move is considered and not rushed.
7. Statistics & Metrics
Adds credibility through KPIs: 1,200+ Irish businesses, 8 hours saved per week, 92% customer satisfaction, €2.3M seed round. Useful for press and stakeholders scanning for substance.
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8. Second Quote
From COO Lena Schmidt, offering a people-focused, understated take on the tech. This helps position the brand tone as thoughtful and user-first, not hype-driven.
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9. Additional Recognition
Mentions accolades and credibility boosters: named an Enterprise Ireland “Startup to Watch”, recent seed funding, notable product reputation.
10. Call to Action / Next Steps + Contact Info
Announces hiring, demo days, and availability in new languages (useful for media, investors, and prospective users).
Lists press contact name, email, and phone, in a clear and professional way.