School and University Press Releases
A well-crafted press release can help your school or university gain media coverage, attract prospective students, engage alumni, and build community relationships. Whether you’re announcing a new program, celebrating student achievements, or sharing research breakthroughs, following a structured approach ensures your news gets the attention it deserves.
How to Write a School or University Press Release: Step-By-Step
Identify Your Newsworthy Angle
Before you start writing, determine what makes your announcement genuinely newsworthy.
Is it Newsworthy? Ask Yourself:
Is it timely? Does it relate to current events, seasons, or trending topics?
Is it significant? Does it impact students, faculty, the community, or a broader audience?
Is it unique? Does your school offer something distinctive or innovative?
Does it have human interest? Are there compelling personal stories involved?
Examples of Newsworthy Topics:
New academic programs or degree offerings
Major donations or fundraising milestones
Student or faculty awards and achievements
Research discoveries or publications
Campus construction or facility openings
High-profile speakers or events
Athletic championships or records
Community partnership initiatives
Enrollment milestones
Leadership appointments
Pro Tip: If you’re struggling to find the news angle, ask “Why should someone care about this right now?” If you can’t answer clearly, reconsider or reframe your announcement.Define Your Target Audience
Understanding who you’re trying to reach will shape your entire press release.
Primary Audiences for School and University Press Releases:
Local media: Community newspapers, TV stations, radio
Education reporters: Higher education publications, education beat journalists
Industry media: Field-specific publications related to your announcement
Prospective students and families: Through media coverage that reaches them
Alumni: Via alumni publications and local media in their areas
Community members: Local stakeholders and residents
Tailor Your Angle:
For local media: Emphasize community impact and local connections
For education media: Focus on innovation, trends, and broader implications
For industry media: Highlight research findings, expertise, or professional applicationsGather Essential Information
Collect all the details you’ll need before you start writing.
Key Information You’ll Need:
Who: Names, titles, credentials of key people involved
What: The announcement, program, event, or achievement
When: Specific dates and times (past, present, or future)
Where: Locations, campuses, facilities
Why: The significance, purpose, or rationale
How: Process, methodology, or logistics (if relevant)
Additional Elements:
Quotes: From administrators, faculty, students, or stakeholders (get approval first)
Statistics: Enrollment numbers, financial figures, research data
Background: Context about your institution, program, or department
Visuals: High-resolution photos or graphics available for media use
Contact information: Media relations contact for follow-up questionsCraft Your Headline
Your headline is the first—and sometimes only—thing journalists will read.
Headline Best Practices:
Keep it under 10-12 words for maximum impact
Use active voice and strong verbs
Include your institution’s name for brand recognition
State the news clearly without being cryptic or cute
Avoid jargon that outsiders won’t understand
Make it specific rather than vague
Press Release Headline Examples:
Weak: “University Makes Exciting Announcement”
Strong: “State University Launches First Undergraduate AI Ethics Program in Region”
Weak: “Local High School Has Great News”
Strong: “Lincoln High School Student Wins National STEM Competition”
Weak: “New Building Opens”
Strong: “[Name] Community College Opens $15M Advanced Manufacturing Training Center”Write a Compelling First Paragraph
Your opening paragraph should contain all the essential information in a tight, engaging format.
The Lead Paragraph Formula:
Answer the five Ws (who, what, when, where, why) in 2-3 sentences maximum. The most important information goes first.
Example Structure:
“[INSTITUTION NAME] announced today [WHAT] that will [IMPACT/BENEFIT]. The [PROGRAM/EVENT/ACHIEVEMENT], launching [WHEN], [ADDITIONAL CRUCIAL DETAIL].”
Real-World Example:
“Riverside University announced today the launch of a groundbreaking Master’s program in Climate Adaptation that will prepare students to address urgent environmental challenges facing coastal communities. The two-year program, beginning Fall 2026, is the first in the Midwest to combine marine science, urban planning, and policy studies in a single degree.”
Key Principles:
Put the news upfront: Don’t bury the lead with background information
Be specific: Include numbers, dates, and concrete details
Keep it tight: Aim for 40-50 words maximum
Make it quotable: Journalists often lift this paragraph verbatimDevelop the Body with Supporting Details
Expand on your announcement with additional context, details, and implications.
Structure Your Body Paragraphs:
Paragraph 2:
Provide more specific details about the announcement
Program specifics, event details, achievement background
Relevant statistics or data
Timeline or implementation details
Paragraph 3:
Include a quote from a key administrator or stakeholder
University president, dean, department chair, or relevant leader
Should provide context, enthusiasm, or vision
Keep quotes conversational and authentic
Paragraph 4:
Add context and significance
How this fits into larger institutional goals
Comparison to peers or competitors
Historical context or previous achievements
Expected impact or outcomes
Paragraph 5 (Optional):
Include additional quotes or supporting information
Student or faculty perspective
Partner organization statement
Additional relevant details
Writing Tips:
Use the inverted pyramid: Most important information first, supporting details follow
Keep paragraphs short: 2-4 sentences each for readability
Use transitions: Connect ideas smoothly between paragraphs
Stick to facts: Avoid overly promotional language
Write in third person: Press releases use objective voice, not “we” or “our”
Example Body Section:
The program will enroll 30 students annually and features partnerships with three leading coastal research institutions. Students will complete hands-on fieldwork in vulnerable ecosystems and work directly with city planners on real-world adaptation projects.
“Climate change is no longer a future threat—it’s a present crisis requiring immediate, innovative solutions,” said Dr. Maria Chen, Dean of Environmental Sciences. “This program will produce the next generation of leaders equipped to help communities not just survive climate change, but thrive despite it.”
Riverside University has invested $2.5 million in the program, including funding for two new faculty positions and a dedicated climate research laboratory. The initiative builds on the university’s 15-year commitment to sustainability education and research excellence in environmental sciences.”Add Your Boilerplate
Every press release should end with a standard “About” section describing your institution.
Boilerplate Essentials:
1-2 paragraphs summarizing your school or university
Key facts: Enrollment, founding year, location, mission
Notable distinctions: Rankings, accreditations, unique features
Consistent language: Use the same boilerplate across all releases
Example Boilerplate:
For a University:
“About Riverside University Founded in 1892, Riverside University is a comprehensive public research institution serving 18,000 undergraduate and graduate students across six colleges. Known for innovation in STEM education and commitment to community engagement, Riverside ranks among the top 100 national universities and has produced 12 Fulbright Scholars in the past fifteen years. The university is accredited by the Higher Learning Commission. For more information, visit riverside.edu.”
For a High School:
“About Lincoln High School Lincoln High School, established in 1965, serves 1,400 students in grades 9-12 in Springfield’s westside community. With a 95% graduation rate and 78% of graduates pursuing higher education, Lincoln is recognized as a Blue Ribbon School of Excellence. The school offers 18 Advanced Placement courses and has won three consecutive state championships in robotics. For more information, visit lincolnhs.edu.”Include Contact Information
Make it easy for journalists to follow up with questions or requests for interviews.
Contact Section Format:
Media Contact:
Jane Doe
Director of Communications
Riverside University
Phone: (555) 123-4567
Email: [email protected]
Best Practices:
List a real person: Not a general email or department line
Provide multiple contact methods: Phone and email at minimum
Include availability notes if relevant: “Available for interviews” or “High-resolution photos available upon request”
Keep updated: Ensure contact information is current
Consider multiple contacts for technical questions: “For technical questions, contact: Dr. John Smith, Program Director, [email protected]“Format Your Press Release Properly
Proper formatting signals professionalism and makes your release easier to use.
Standard Press Release Format:
Header:
FOR IMMEDIATE RELEASE
[or specific release date if embargoed]
Date: [Month Day, Year]
Layout:
Use letterhead or logo at the top if available
Left-align all text (not justified)
Use 1.5 or double spacing for print distribution
Single space for email distribution
Standard margins: 1 inch on all sides
Professional font: Times New Roman, Arial, or Calibri, 11-12pt
Length:
Ideal: 300-500 words (one page)
Maximum: 800 words (two pages)
Use “—more—” at the bottom of page one if continuing
End with “###” or “—30—” to signal the end
Visual Elements:
Keep text-only for the main body
Avoid excessive formatting: No colors, fancy fonts, or graphics in the body
Include photo captions separately if attaching images
Note availability: “High-resolution photos available upon request”Edit and Refine
Never send a first draft. Thorough editing is essential.
Editing Checklist:
Content Review:
Is the news clearly stated in the headline and first paragraph?Are all five Ws answered in the opening?Are quotes authentic, approved, and correctly attributed?Is all information accurate and verified?Are names, titles, and credentials correct?Have you removed jargon and educational acronyms?Is the tone objective rather than promotional?
Technical Review:Spelling and grammar checked (use tools, but also read carefully)Active voice used throughout?Sentence variety and readability?No repeated words or awkward phrasing?Proper formatting applied?Is the contact information current?Word count appropriate (ideally under 500 words)?
The Fresh Eyes Test:
Ask someone unfamiliar with the topic to read it
Can they understand what’s being announced?
Does anything confuse them?
What’s their main takeaway?
Common Mistakes to Avoid:
Burying the lead: Starting with background instead of news
Too much jargon: Academic language that alienates general readers
Excessive adjectives: “Groundbreaking,” “innovative,” “world-class” overused
Missing context: Assuming journalists know your institution
Weak quotes: Generic statements that add no value
Too long: Rambling releases that lose reader interest
Errors: Typos, wrong dates, and misspelled names destroy credibilityGet Necessary Approvals
Before distribution, ensure your press release has been reviewed and approved.
Approval Process:
Direct supervisor or department head
Communications/PR office (if separate from your department)
Legal review (for sensitive topics, research findings, or partnerships)
Quoted individuals (always get explicit approval for quotes)
Partner organizations (if mentioned or involved)
Timeline Tip:
Build in 3-5 business days for the approval process. Rush jobs lead to errors and missed approvals.Distribute Strategically
How you distribute your press release is as important as how you write it.
Distribution Channels:
1. Direct Media Outreach
Email to targeted reporters who cover education
Personalize pitches when possible
Follow up with phone calls for major announcements
2. Press Release Distribution Services
Use professional press release distribution services (eReleases)
Reaches hundreds of outlets simultaneously
Worth the investment for major announcements of national interest
3. Your Website
Publish in your newsroom or press release section
Helps with SEO and provides a reference link for media
Include multimedia elements (photos, videos)
4. Social Media
Share on institutional accounts with relevant hashtags
Tag mentioned individuals or organizations
Use visuals to increase engagement
5. Email Lists
Send to alumni, donors, and stakeholders
Segment lists based on relevance
Include in newsletters or dedicated announcements
Timing Considerations:
Best days: Tuesday, Wednesday, Thursday
Best times: 10 AM – 2 PM in the recipient’s time zone
Avoid: Friday afternoons, Mondays, major holidays
Consider: News cycles and competing events
Local news: May have daily deadlines (often early afternoon)
Follow-Up Strategy:
Wait 2-3 days before following up
Offer additional information or interview opportunities
Be available for questions
Track which outlets picked up the story
Thank journalists who cover your announcement
Bonus Tips for Success
For High Schools:
Emphasize local impact: Community connections matter more than prestige
Celebrate individual students: Personal stories resonate with local media
Tie to broader trends: National education issues, college admissions
Include parent quotes: Adds authenticity and community voice
Photos are crucial: Local papers need visual content
For Universities:
Lead with research impact: “Study finds…” or “Research shows…” angles
Connect to national conversations: How your news relates to bigger issues
Offer expert commentary: Position faculty as thought leaders
Emphasize firsts: “First in the nation,” “largest study of its kind”
Provide data: Statistics and numbers strengthen credibility
For Both:
Build relationships: Get to know education reporters before you need them
Create a media kit: Logos, fact sheets, photos ready to go
Maintain a newsroom: Centralized location for all press releases
Monitor coverage: Use Google Alerts and media monitoring tools
Learn from others: Read press releases from peer institutions
Measure results: Track pickups, website traffic, inquiries generated
School/University Press Release Template
| [INSTITUTION LETTERHEAD/LOGO] FOR IMMEDIATE RELEASE Date: [Month Day, Year] [COMPELLING HEADLINE IN TITLE CASE] [CITY, STATE] – [Institution name] announced today [main announcement with key details]. The [specific details about what’s being announced], [when it happens/happened], [significant detail or impact]. [Second paragraph with more specifics, details, and context about the announcement. Include relevant statistics, timeline, or implementation details.] “[Compelling quote from key administrator or leader that provides context, enthusiasm, or vision for the announcement],” said [Full Name, Title, Institution]. “[Additional quote material if needed.]” [Additional paragraph providing context, significance, or background. Explain how this fits into larger institutional goals or compare to industry standards.] [Optional: Additional quote from a different perspective—student, faculty, or partner—if it adds value.] [Final paragraph with any remaining relevant details, future implications, or calls to action such as application deadlines or event registration.] About [Institution Name] Media Contact: ### |
25 Press Release Topic Ideas for Schools and Universities
- New Academic Programs – Launch of degrees, certificates, or concentrations
- Student Achievements – Scholarships, awards, competitions, honors
- Faculty Recognition – Teaching awards, research grants, publications
- Research Breakthroughs – Study findings, discoveries, innovations
- Enrollment Milestones – Record classes, enrollment achievements, growth
- Fundraising Success – Major donations, campaign milestones, endowments
- Campus Construction – New buildings, renovations, facility openings
- Athletic Championships – Team victories, individual records, tournaments
- Community Partnerships – Local business collaborations, service initiatives
- Distinguished Speakers – Notable visitors, lectures, symposia
- Student Projects – Capstones, exhibitions, performances, competitions
- Alumni Success – Notable achievements of graduates
- Accreditation News – Program approvals, reaccreditation, certifications
- Technology Implementations – New systems, digital initiatives, innovations
- Sustainability Initiatives – Green programs, environmental achievements
- Diversity Milestones – Inclusion efforts, demographic achievements
- Study Abroad Programs – New partnerships, student experiences
- Arts and Culture Events – Exhibitions, concerts, theatrical productions
- Leadership Appointments – New hires, promotions, board members
- School Rankings – Recognition in national or regional lists
- Safety Initiatives – Campus security improvements, emergency preparedness
- Health and Wellness Programs – Mental health services, fitness initiatives
- Career Services Success – Job placement rates, internship programs
- Educational Technology – Online learning, innovative teaching methods
- Anniversary Celebrations – Institutional milestones, program anniversaries
Final Checklist
Before hitting send, verify:
- Newsworthy angle is clear and compelling
- Headline is under 12 words and states the news
- First paragraph answers who, what, when, where, why
- The speakers approve all quotes
- Facts, figures, names, and titles are accurate
- Writing is clear, jargon-free, and objective
- Press release is 300-500 words (one page ideal)
- Proper formatting is applied throughout
- Boilerplate is included and current
- Contact information is correct and accessible
- All necessary approvals obtained
- The distribution list is targeted and appropriate
- Timing is strategic (day and time)
- Supporting materials ready (photos, fact sheets)
Writing Your Press Release
Writing effective press releases takes practice, but following this systematic approach will help you create compelling announcements that earn media coverage and advance your institution’s goals. Remember: the best press releases tell genuine stories about real people making meaningful impacts. Focus on the news value, write clearly and concisely, and make it easy for journalists to share your story with their audiences.
Press Release Examples Across Several Industries
What Are You Announcing? Examples and Templates by Type of Press Release
- Launching a New Product
- Launching a Product Improvement
- An Event
- A Grand Opening
- Achievement of a Major Milestone
- Receipt of an Award or Recognition
- A New Hire or Promotion
- Dealing With a Crisis
- A Partnership With Another Organization
- An Acquisition or Merger
- Social Cause Activities
- Release of a New Book
- Political Campaign Activities
- Music-Related Announcement
- School/University Announcements
- Media, Network, and Local Station Announcements
- Announce an Art Exhibition
- Press Release for a Movie
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Finally, here are some tips and training to help you write an amazing press release:
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